ICCFA Experience Might Be a Disaster or It Could Be the Best Convention Ever

Let’s be real – funeral conferences have been like reruns of the same boring sitcom since the early 2000s. Same topics, different faces. Leadership pep talks, managing millennials (newsflash: they’re already halfway to middle age now), and some tech chatter that barely scratches the surface of what’s actually needed to make a meaningful impact. It’s like eating oatmeal every morning without the cinnamon or brown sugar – bland and borderline painful.

And honestly, the word “experience” is not something we’ve ever associated with a funeral conference. More like a sleep-inducing lecture marathon interrupted by the occasional awkward coffee break. But hey, it’s 2025, and ICCFA President Lee Longino says we can do better. Like, way better.

So, what’s happening? The ICCFA Convention and Expo is now called the ICCFA Experience. Yeah, “experience.” As in, a festival-style, circus-themed, let’s-actually-make-this-fun-for-once experience. They’re basically giving a big ol’ middle finger to the ‘boring conference’ model and replacing it with something that sounds like an immersive funeral-themed Coachella. And here’s the kicker – it’s happening at Mandalay Bay in Las Vegas. Because if you’re going to try something wild, might as well go full Vegas, right?

But with this much ambition, it’s either going to be pure magic or a glorious disaster. So, what’s the deal? Why is ICCFA shaking up the funeral conference scene?

The Big Problem – And Why You Should Care

Let’s face it: Cremation rates are skyrocketing, and most funeral homes are clinging to the past like their lives depend on it. It’s like trying to fit a square peg in a round hole. According to Lee Longino, the industry has been throwing the cremation customer into a burial box and then wondering why they’re going elsewhere to celebrate their loved ones.

The average cremation rate is pushing 60%, with some areas hitting even higher numbers. And of those, roughly 75% are direct cremations. Let’s do some quick math: If you’re trading in $12,000 burial averages for $2,000 direct cremations, you’re financially digging your own grave. No pun intended.

But Lee isn’t about whining over lost revenue. He’s about changing the entire game. And to do that, you have to make the funeral experience about – you guessed it – the experience. Funeral homes that aren’t willing to cater to what the cremation customer actually wants are getting left in the dust. And ICCFA’s new conference model is meant to give the industry the tools to fix that.

So, What’s Actually Different?

Lee and the ICCFA crew are scrapping the old model. Gone are the days of rigid, “three-topic-special” conferences where attendees sit in rooms, pretending to be interested in cookie-cutter seminars. Instead, you’ve got a festival-style setup with three stages inside the expo hall. One big stage for keynotes, two smaller ones for hands-on, practical sessions. It’s like a TED Talk meets South by Southwest meets, well, funerals.

But that’s not all. They’ve moved the President’s Banquet to the opening night to kick things off with a bang. Also, rather than shoving food and drinks into random hallways, they’re bringing in a food truck village and strategically placing bars throughout the space. Because networking is better with tacos and cocktails.

Oh, and attendees will be rocking QR-coded name tags for seamless lead generation. Vendors no longer have to pray to the gods of “conference lists” – they can scan and connect with real leads on the spot.

The Circus Is in Town – And That’s A Good Thing

The whole event is circus-themed. Yes, you read that right. Complete with all the chaos, creativity, and thrill of a big-top event. But with actual strategy and substance packed into it. Think festival grounds with multiple stages, interactive sessions, and experts ready to drop knowledge bombs on everything from revenue generation to how to convert direct cremation families.

If that doesn’t at least pique your curiosity, you might need to check your pulse.

But Let’s Be Real – Could This Be A Disaster?

This entire shift is a risk. Any time you try to overhaul an established system, there’s a good chance things go sideways. But you know what’s worse than taking a risk and failing? Taking no risk at all.

Funeral directors who sit back and hope things magically get better are going to be left behind. The ICCFA Experience is designed to force you to level up. They’re providing the environment, the experts, and the resources. The only thing they can’t do is walk into your business and make changes for you.

Why You Need To Be There

This isn’t just about another conference. It’s about taking action. As Lee Longino himself said, “No one can celebrate life better than we can.” And if you’re not part of the conversation, you’re going to get left out of the future of death care.

And here’s the wild part: Pre-registration numbers have already doubled last year’s attendance. Clearly, people are paying attention. So, are you going to be part of it or not?

Register at https://iccfa.com/annual/ and make sure you’re in Vegas from April 30th to May 3rd. Worst case? You walk away with a handful of ideas that won’t make your business worse. Best case? You walk away with strategies that transform how you do business.

Do you want to be on the frontlines of the new era of death care? Or do you want to keep pretending the oatmeal is good just the way it is?