SMASH Focus
SMASH Focus
Break Silos. Build Revenue.
The executive working summit for senior housing's revenue leaders, creating a future built on durable revenue growth.
Occupancy isn’t your growth engine anymore. Revenue building is. Most senior living growth leaders are facing the same question: Is our revenue actually healthy?
That's the framework SMASH FOCUS is built on - and the thing most organizations have never had a name for.
The executive working summit for senior housing's revenue leaders.
Three things make FOCUS different from every other event in senior living:
- Facilitated working groups, not panels. You're in the work, not the audience.
- Peers, not teams. The leaders who set strategy. You leave with a plan, not a notebook.
- Portable output. Every block ends with something concrete - a framework, a decision, a strategy you can implement when you get home.
- Exclusivity. Limited to 125 senior housing revenue leaders.
What Changed
The rooms filled. The revenue didn’t keep up.
For fifteen years, growth meant one thing: more leads, more tours, more move-ins. That engine has stalled. For many operators, occupancy is back to 90% and above, and the next 5% is slow, expensive, and uncertain. The next era of growth begins after move-in - in pricing, retention, resident experience, billing, collections, and the services you already offer but don’t fully capture.
Where Revenue Goes
Revenue isn’t a department.
Sales sees demand. Marketing sees the message. Operations sees the building. Finance sees the number after it lands. Each sees a piece; almost no one sees the whole. Revenue doesn’t fall short in one place - it slips through the gaps between them. Closing those gaps is the work.
Who Attends
The people who own the number. FOCUS is for senior leaders accountable for revenue and occupancy outcomes, across every model: independent living, assisted living, and memory care, one line of business or many. Whatever your ownership structure, the revenue you can build is already inside your organization.
Sales, marketing, operations, finance, clinical, and capital - each holds a piece; the strategy only works when they build it together. No tiers.
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Revenue, Marketing & Strategy Leaders: CMOs, VPs of Marketing & Sales, VPs of Strategy, CRO-style leaders
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Operating Leaders: COOs and Presidents.
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Finance & Capital: CFOs and Finance Execs; Banking, PE, and REIT partners
One or two genuinely senior people per organization. In a room small enough to stay real.
What-to-Expect
- What is SMASH FOCUS?
One room. Two days. One revenue strategy every leader can own.
SMASH FOCUS brings the leaders who each move revenue - sales, marketing, operations, finance, clinical - into one room to build the strategy none of them can build alone. Not a trade show. Not panels. A working summit, attendance-limited on purpose.
- 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?
Built from the SMASH community. Expanded for the revenue moment.
For more than a decade, SMASH has been where senior living’s sales and marketing leaders sharpen the work of growth. FOCUS takes that trust to a bigger question: how revenue gets built across the whole organization - and why the people closest to the resident journey are the ones to start the conversation.
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.
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