Why SMASH FOCUS

Key Features	SMASH FOCUS 2027	Compared to Other Industry Events
Audience	Built exclusively for the senior leaders accountable for revenue — CMOs, COOs, CFOs, VPs of Marketing and Sales, and capital partners. One or two per organization by design.	Broad senior living or healthcare audiences. Mix of seniority levels, functions, and vendors. Teams attend together rather than senior leaders in isolation.
Core concept	Revenue Health — a four-dimension framework across Demand, Conversion, Value, and Revenue Development. Treats marketing, sales, operations, and finance as one connected revenue system.	Occupancy, census, and functional excellence within individual departments. Revenue is rarely treated as a cross-functional system.
Format	Tightly facilitated working sessions and case-based discussion. No keynotes-as-the-point, no panels, no expo floor. Every attendee is actively building — not watching.	Primarily keynotes, panel sessions, and lecture-style content. Passive learning with limited structured peer exchange.
Content focus	Revenue development strategy — pricing design, collections management, new service and product tiers, cross-functional alignment, and what comes after occupancy recovery.	High-level trend overviews, functional best practices, and product-driven presentations. Limited depth on cross-functional revenue strategy.
Peer access	A small, attendance-limited room purpose-built for strategic density. Senior leaders share what's actually working — and what isn't — across portfolios and markets.	Networking is informal and unstructured. Vendor conversations dominate the floor. Peer exchange happens by chance, not by design.
Takeaway	A portable output from every session — a framework, a decision, or a revenue strategy attendees can bring home and defend to their board.	Session notes, speaker decks, and general awareness. Limited structured output tied to an attendee's specific revenue challenges.
Community & continuity	Built on 12+ years of SMASH — senior living's most trusted community for revenue, sales, marketing, and strategy leadership. The SMASH community, elevated.	Often standalone events with limited year-round engagement or returning executive community.