The ICCFA Annual Convention & Expo, held April 29 to May 1 in Fort Worth, brought together funeral professionals from across the country for a few days that felt both productive and genuinely connected.

A Setting Built for Connection

Set in the cowboy backdrop of Dallas Fort Worth, the energy was high, welcoming, and full of smiles. It felt like an event designed for networking in the best sense of the word. From the exhibit hall to time spent outside of scheduled sessions, there was a steady rhythm of conversation, reconnection, and new introductions.

Even with canceled and delayed flights, our team made it to Texas with strong attitudes and a clear focus on making the most of the time together. That mindset carried through the entire week.

Relationships That Show Up

We were welcomed into Dallas by one of our clients, Liz Carrillo of Carrillo Funeral Home, who showed us around the stockyards and introduced us to some of the best Mexican food in town. It was an early reminder that relationships in this profession extend well beyond the work itself.

That sense of partnership continued on the show floor. When equipment shortages created unexpected challenges, Katie and Jenny adapted quickly. With the help of Liz Carrillo, who stepped in to provide a missing backdrop, the team kept everything moving. It was a practical example of flexibility, teamwork, and the kind of support that defines this space.

Stories in Motion

Throughout the conference, we filmed more than 30 on-the-spot commercials, a meaningful increase from 20 the previous year. Each conversation offered something different, but the throughline was consistent. Funeral directors and owners spoke with clarity about who they are, how they serve, and what matters most to the families in their care.

Many attendees approached the booth already familiar with our work, often saying, “wait you are the people who did Times Square.” That recognition created an easy entry point, but what followed were more thoughtful conversations about how video and storytelling can extend the reach of what funeral homes are already doing every day.

Momentum Beyond the Booth

We made strong connections throughout the week and built a meaningful pipeline of leads that we are optimistic will turn into future partnerships. At the same time, the value of the conference went beyond numbers.

Social engagement remained active, including reposts from ICCFA, and conversations continued well beyond the booth. Many participants left excited to receive their commercial and to keep the conversation going. That sense of continuation is often where the real impact begins, as these stories take on a life beyond the conference itself.

Looking Ahead

What stood out most across the week was the consistency of care. Every funeral home we spoke with approached their work with intention, and each conversation reflected a profession that continues to evolve while staying grounded in what matters most.

For our team, ICCFA 2026 was an opportunity to listen, collaborate, and support that work through storytelling. We are grateful for the time, the conversations, and the partnerships that continue to take shape.

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