SMASH Focus
SMASH Focus
Break Silos. Build Revenue.
The executive working summit for the senior leaders who shape revenue across senior living.
Most senior living organizations are asking the same question: is our revenue healthy, growing, and built to last?
SMASH FOCUS is built around that question. Over two days, the people from every part of the organization who shape revenue work on it together, and leave with a shared way to check their revenue health and keep their competitive advantage long after they go home.
Why FOCUS is Different
- You do the work. Facilitated working groups replace panels, so your ideas get built and pressure tested by every function that would have to make them happen.
- You work beside the people who can move revenue. Each table brings together executives from operations, sales and marketing, finance, care, strategy, and capital, from across senior living.
- You leave with a plan you can use. Each working group ends with strategies you can put to work when you get home. Together they become your Total Revenue Strategy.
- The room is small on purpose. Attendance is limited to leaders with a direct hand in revenue, so every conversation is with a peer who can push back as hard as you do.
What Changed
The rooms filled. The revenue didn’t keep up.
For years, growth meant one thing: more leads, more tours, more new residents. That engine is no longer enough. Occupancy has come back for many operators, and the next gains come from finding, keeping, and building new revenue. The next era of growth begins once a resident arrives: 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. Care sees the resident. Finance sees the number after it lands. Strategy and capital see where the organization is headed. Each sees a piece, and almost no one sees the whole. Revenue doesn’t fall short in one place. It slips through the gaps between them. FOCUS puts every one of those views at the same table to close them.
Who Attends
The people who shape revenue.
FOCUS is for senior leaders with a direct hand in revenue, 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.
Operations, sales, marketing, finance, care, strategy, and capital each hold a piece. The strategy only works when they build it together.
- Operations: CEOs, presidents, COOs, and senior operations leaders
- Sales and marketing: chief revenue officers, chief marketing officers, and VPs of sales and marketing
- Finance: CFOs and senior finance executives
- Care: chief nursing officers and VPs of clinical services
- Strategy: chief strategy officers and VPs of strategy
- Capital: Chief Investment Officers, capital markets and investor relations leaders, investment principals, asset managers, REIT operating partners, and lenders
Bring the people on your team who shape revenue most. Attendance is limited, so the room stays small enough for real conversation and for strategies that move your organization forward.
What-to-Expect
- What is SMASH FOCUS?
One room. Two days. A revenue strategy built for competitive advantage.
SMASH FOCUS brings the senior leaders who shape revenue, from operations, sales, marketing, finance, care, strategy, and capital, into one room to build the strategy none of them can build alone. It is an executive summit built on actively facilitated working groups. Attendance is limited to C-suite and senior leaders with a direct hand in revenue.
- What's on the SMASH FOCUS agenda?
The SMASH FOCUS 2027 agenda looks at revenue across the whole organization, as one connected system whose job is not just to fill rooms, but to develop and sustain high quality revenue over time. It is built around facilitated working groups:
- Resident Fit & Revenue Longevity: Are you keeping the right residents longer, and is revenue keeping pace as their care needs change?
- Pricing Confidence & Value Design: Are you charging what residents would genuinely pay, for the right things?
- Untapped Revenue & Growth Strategy: What are you already doing that you aren’t getting paid for yet?
- Revenue Capture & Rate Protection: How much of the rate you set becomes revenue you actually keep?
Each working group is framed around a real revenue challenge, such as pricing strategy, collections, new services and product tiers, or getting every function moving in the same direction. Every attendee works a real piece of the revenue puzzle, and every idea gets pressure tested by the people in the room who would have to make it work.
- What will I gain from attending SMASH FOCUS?
Built from the SMASH community. Built for your competitive advantage.
- A strategy you can act on right away. Every working group produces strategies you can put to work. You leave with a pricing approach, a collections strategy, a new service revenue model, or a plan to get every function moving together, built with your peers and ready to defend when you return.
- Peer relationships at the right altitude. FOCUS is kept small on purpose, so conversations stay real. You build direct relationships with the COOs, CFOs, marketing chiefs, care leaders, and capital partners at other organizations working the same revenue challenges at the same level.
The organizations that build these capabilities first gain a competitive advantage that grows over time.
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