What-to-Expect

1. • What is SMASH FOCUS?

     SMASH FOCUS is Senior Living's Revenue Summit — a small, invitation-led executive working summit for the senior leaders accountable for revenue in senior living organizations. Produced by HMP Global, SMASH FOCUS 2027 takes place May 3–4 at the Omni Nashville Hotel.

     Unlike traditional senior living conferences, SMASH FOCUS is built around one question: Is your revenue actually healthy, or are you just full? The event convenes CMOs, COOs, CFOs, VPs of Marketing and Sales, and capital partners in tightly facilitated working sessions designed to help senior leadership teams see, align around, and build the revenue system itself — across the functions that each person sees only one slice of.

     SMASH FOCUS is not a second fall SMASH conference. Fall SMASH is the industry's broad convening point for learning and connection. SMASH FOCUS is the high-altitude, attendance-limited room where a smaller group of senior leaders works together on the hardest revenue problems in the business.

   • What's on the SMASH FOCUS agenda?

     The SMASH FOCUS 2027 agenda is built around Revenue Health — the framework that treats marketing, sales, operations, and finance as one connected system whose job is not just to fill rooms, but to develop and sustain high-quality revenue over time.

     Sessions are organized across four dimensions of Revenue Health:

     • Demand Health: Are you attracting the right prospects, or just generating activity?
     • Conversion Health: Where does interest stall on the way to a move-in, and why?
     • Value Health: Are residents staying, and is the organization keeping the revenue or discounting it away?
     • Revenue Development: Now that buildings are full, where does the next dollar come from?

     The format is working sessions and case-based discussion, not keynotes or panels. Each session is framed around a real revenue problem — pricing strategy, collections management, new service and product tiers, cross-functional alignment — and is designed so that every attendee is actively solving a real piece of the revenue puzzle, not watching someone else present on it.

     Every session block ends with a portable output: a framework, a decision, or a strategy attendees can bring back and defend to their board.

   • What will I gain from attending SMASH FOCUS?

     Attendees leave SMASH FOCUS with three things most senior living leaders have never received from a single event:

     1. A complete view of your own revenue engine. Most senior living organizations operate with marketing tracking leads, sales tracking tours, operations tracking occupancy, and finance tracking revenue — with no single function owning the system all four add up to. SMASH FOCUS gives senior leaders the integrated view of their revenue engine that no internal meeting or single-function conference provides.

     2. A cross-functional strategy you can act on immediately. Every working session produces something concrete and portable. Attendees don't leave with notes from a panel — they leave with a pricing framework, a collections strategy, a new service revenue model, or a cross-functional alignment plan they helped build and can defend when they return to their organization.

     3. Peer relationships at the right altitude. SMASH FOCUS is intentionally kept small — one or two senior leaders per organization — so conversations stay real. Attendees gain direct peer relationships with the CMOs, COOs, CFOs, and capital partners at other organizations who are working the same revenue problems, at the same level of accountability.

     The leaders who attend first — and build revenue development capabilities before their competitors — gain a structural head start that compounds over time.