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It was a great balance of fun and inspiring business ideas.

Conferences can be very dull, but the team is very lively and inspired and made it fun!

The amount of useful information was staggering. One of the best conferences I have attended.

There is not a more open, warm, experienced or successful gathering of fire industry professionals.

My mind was expanded. I now believe it is possible to grow my business in a way I could not have imagined before.

The talks and explanations were amazing but connecting with so many of our peers was really the best part of the conference.

We‘re still working on the details of the DWC18 agenda.
Here’s what we can tell you so far.

Click on a day to see its itinerary.

Wild Dunes Resort
Lost Pines Resort
Wild Dunes Resort
Lost Pines Resort
General Session
Wild Dunes Resort
Lost Pines Resort
Wild Dunes Resort
Lost Pines Resort
Wild Dunes Resort
Lost Pines Resort
General Session
Wild Dunes Resort
Lost Pines Resort
11:00 - 17:00
Fishing Tournament

All of the spots for the fishing on Saturday have been taken.

Saturday Dinner

Join us for a fun, casual dinner if you’re in town early.

7:30pm at Tidal, a restaurant at Paradise Point.

08:00 - 13:00
Golf Tournament at Torrey Pines

All of the spots for the golf tournament on Sunday have been taken.

12:00 - 18:00
Fun on Your Own

Whether it’s at Paradise Point, in San Diego, or points in between, enjoy the day before the Welcome Reception begins at 6:30 pm.

18:30 - 22:00
Welcome Reception & Dinner

Our kickoff party is so much fun! Join us for appetizers, dinner and drinks to break the ice and kick off DWC22.

08:00 - 09:00

The most important meal of the day is provided.

09:00 - 17:00
General Session

All attendees are in general session.

Keynote Speaker Bruce Tulgan

Winning the Talent Wars: Build a Winning Culture of Attraction, High-Performance, and Retention


The number one issue troubling contractors today is the increasing difficulty of recruiting, motivating, and retaining the best talent. Employers have two options: Enter a bidding war for the best employees, or build the kind of culture that will make the top talent want to come work in their organization and stay longer.


Bruce will lay out the challenges, causes, and costs of today’s technician wars then reveal the elements of a winning culture and how to get there.


Bruce Tulgan is internationally recognized as the leading expert on young people in the workplace. He is the founder of RainmakerThinking, Inc., in New Haven, CT, a management training firm focused on the impact of generational difference in organizations. Bruce is the author or coauthor of sixteen books. Bruce’s work has been the subject of thousands of news stories around the world and he has written for the New York Times, USA Today, and Harvard Business Review.

Keynote Speaker Billy Marshall

The skilled labor shortage isn’t going away. It’s time for a better approach.


Every year, twice the number of technicians retire that enter the trades. It’s time to optimize your business around technicians with a better approach to using technology, operational processes, and business management practices to unburden technicians to get the most out of their time.


In this presentation, Billy Marshall will give you ways to leverage technology, data, office staff, and sound business principles to create scalable growth regardless of a permanent technician labor shortage.

Keynote Speaker Michelle Correia Templin

The best story wins!

When your technician resources are limited, you need to earn the most from your techs’ time by winning more high-value work for high-value customers. Contractors selling to big customers need to elevate the sales conversation to compel them to agree to your premium program at its premium price. Your reps need a great story that shows your customer what they gain from working with you.


In her keynote presentation, Michelle will teach how effective sales storytelling will position your solution as the only thing that can meet the customer’s needs. Learn how to evolve your sales process to sell more to your most interesting customers.


We’ll step out of the conference room for lunch on the Paradise Point property.

Speaker Lauren Rice

Everything is content. Everyone is talking, so where is your story?


Tick-tocked, snapped, linked, faced, tubed, and tweeted – there are more ways to tell your story than ever before. Instead of dismissing the idea of sharing the story of your commercial service brand through these channels as folly, learn from companies like yours that are using them to attract prospective employees and prospective customers. Rated as an influencer among her peers, Lauren Rice will guide a study of what works in social media and content programs throughout the industry. Lauren will teach you how a digital wrap turns your work into a content engine that will drive positive interaction with the people you most want to engage.

Speaker James Jordan

Get to wow now: How creating immediate value for your customers strengthens your brand.


Humans thrill at instant gratification that reinforces a good decision. How can a commercial contractor build gratifying wow-moments early in customer relationships and keep them going regularly throughout the service contract? James Jordan will examine a part of your business that you might not have thought about in a while, one that will snuff-out customer churn and turn more of your first-year customers into high-value, long-term customers.

Exhibitor Break

Talk to the exhibitors and speakers.

Speaker Shawn Mims

Reality Check: Are you still lying to yourself about your business?


Feelings can fool you into believing you’re doing all you can to run your business as effectively as possible. Feelings can also fool you into ignoring the things that are making a positive difference that can be difficult to see. In Shawn Mims’ typical style, he’ll challenge you to set aside biases, feelings, and assumptions, and make decisions for your business based on data and facts. Shawn will share industry performance benchmarks that you can compare to your business and tips for where to prioritize your efforts to make the most impact.

Speaker Anna McMahon

Goals: The secret employee retention tool

You’re probably setting goals for employee performance, but have you thought about how those goals can also help with employee retention? With the persistent skilled labor shortage, it is imperative to keep your best employees and keep them motivated. Learn how effective goal setting and managing to goal achievement invests employees in your business, fuels their career development, and gives them unexpected reasons to stay.

Exhibitor Break and Networking

Talk with the sponsors and exhibitors.

18:00 - 22:00
Dinner + ServiceTrade’s 10th Birthday Party

Enjoy dinner and the celebration beachside at Paradise Point.

08:00 - 09:00

The most important meal of the day is provided.

Keynote Speaker Jeff Havens

The Most Innovative Innovation Keynote In The History Of Ever

If you’ve listened to anyone talk about innovation recently, you’ve probably heard something along these lines: “The world is changing at a crazy fast rate. Everything you’re doing now is about to become obsolete. If you don’t come up with some amazing, industry-changing ideas in the next 18 seconds, your business is basically going to disappear. Have a nice day.” And if that’s the kind of doomsayer message that you and your friends love hearing, then you can stop reading now.


But if you’d like to present innovation as a simple process that literally everyone is capable of performing, then you might want to listen to Uncrapify Your Future! Filled with the trademark wit that has made Jeff Havens one of the most in-demand speakers in North America, Uncrapify Your Future! will make the process of coming up with new ideas easier and more rewarding than you ever thought possible. Because it turns out that every innovation in every industry – from automobiles to streaming music, coffee cup holders to wartime treaties – follows the same straightforward pattern.


Your business is always changing, and so you will always need people to anticipate and capitalize on those changes. If you want them to think that being innovative is a daunting task that only a few elites can handle, listen to someone else. But if you want your audience walking away realizing that they’re all capable of greatness, then Uncrapify Your Future! is for you.


Oh, and did we mention that it’s also hilarious? Well it is. And imagine that – a keynote that’s both educational and enjoyable. How innovative!

09:00 - 12:00
General Session

All attendees are in general session.

Speakers Billy Marshall and Brian Smithwick

ServiceTrade at Ten and Beyond

It’s been ten years since co-founders Billy Marshall and Brian Smithwick began ServiceTrade. Hear from the co-founders about their vision for the company and its role as the most important partner to top specialty contractors like you.

Exhibitor Break

Talk to the exhibitors and speakers.

Speaker Jaime Stella

ServiceTrade Solution Roadmap


ServiceTrade Vice President of Product Jaime Stella will outline the initiatives ServiceTrade is investing in that will create great experiences for your customers and and your employees


We’ll step out of the conference room for lunch on the Paradise Point property.

13:00 - 16:30

For the remainder of Tuesday you will have time to attend small-group, interactive workshop sessions.

13:01 - 13:45
Workshops Track 1

Choose from workshops offered from 1 – 1:45 pm.

14:00 - 14:45
Workshops Track 2

Choose from workshops offered from 2 – 2:45 pm.

15:00 - 15:45
Workshops Track 3

Choose from workshops offered from 3 – 3:45 pm.

18:00 - 22:00
Let’s go to San Diego

We’ll arrange transportation to go into town for an evening of dinner and fun. Please join us for this fun evening out in a beautiful city if you’re staying over Tuesday night.

Select date to see events.

Why Attend?


Connect with owners of service companies.


Learn and be inspired.


Scale your business and protect its future.


Share your experiences, challenges, and successes.


Meet new vendors and suppliers who understand service businesses.


Think about how to improve your business.


Learn how to get the most from technology.


Have a good time with good people in a good place.

Coming Up In



Lost Pines Resort, Austin, Texas

DWC17 Highlights