A Closer Look: Sharon Seay
Sharon Seay, CMP
Executive Director, National Funeral Directors & Morticians Association Inc.
Biggest event: Always the national convention. We have a trade-show component, a ladies program, a teen program and a religious program. We have just under 1,000 attendees, including exhibitors, and we usually use one hotel. Our attendees use the event as a family vacation so it is important that we have a destination that is attractive for them. Kids are a main focus; we look for venues that have activities for young people, especially outdoors.
Special challenges: Funeral directors and embalmers have to have their licenses renewed every 12 to 18 months, which requires a certain number of education hours. We have members from all 50 states and the requirements are different for every state. We have to work with state boards and coordinate with our presenters to make sure we help our members meet those requirements.
In the past two years, we have had to review contracts more closely, especially in regards to cancellations, early departure fees, etc., to avoid or limit penalties. Some hotels are more flexible than others. With resort properties, our challenge is having to pay large deposits up front, especially when our dollars come from memberships. Members going outside the block, sometimes even getting reservations in the same hotel, presents another major challenge, which we have been trying to overcome by rewriting our contracts.
Results: We are working with the hotel on clauses that will be beneficial to both the hotel and the group; working more closely with the sales department to make the meeting more affordable for everyone; and posting rates and getting information out to members earlier.
I do all the contract negotiations and my staff calls me the mad scientist because I go through so many details to make sure I’ve covered all areas.
Favorite destination: I have so many because we’ve been to so many places. When I say favorite I look at it from the point of view of convenience, service and a good destination for a family vacation. If I had to choose, it probably would be all of my meetings in Florida, including Orlando and West Palm Beach. Our 2010 National Conference is in Fort Lauderdale at the end of the month [July 31-Aug. 6 at the Harbor Beach Marriott]. Florida is a good attraction area for everyone, especially the beaches.
Las Vegas stands out for its great service. I had the best experience ever from the CVB to the hotel. It was my first convention and I made lots of mistakes, but the hotel made it up for me. It was a good experience for a green person and I have put that same requirement for service on everyone since then. We are returning to Las Vegas in 2012. Service is key. I like hotels that put more stress on having a knowledgeable, accommodating staff, as well as companies that train employees to feel empowered. (I do well with Hilton, Starwood and then Marriott.)
Best advice for fellow planners: Build relationships. Attend outings with your colleagues. Have a call date when people know you are available to talk. I block out Thursday, especially for hotel companies. We start calls at 10:30 a.m. and go to 4 p.m. We have the files open and accept sales appointments. It’s the end of the week so if they have a proposal they can work on it Thursday or Friday and get back to us the following week.
Also, I always encourage people to improve their own education. I like to attend workshops, and courses that universities and hotels have. There are opportunities to improve on something even if you’ve done it for 30 years.
Favorite music: Jazz. I like instrumental jazz and a little jazz vocal. There are so many wonderful artists. My favorite musician, though, is Stevie Wonder.
Favorite book: I like novels and I love short stories. I love reading. Right now I am reading “Warriors Don’t Cry” by Melba Pattillo Beals, about the battle to integrate Little Rock’s Central High.
Favorite movie: I’m not a big movie buff but I was an extra in a movie, “Let’s do it again,” with Sidney Poitier and Bill Cosby. I made my family sit through it to see me walk through a street for a minute. Now, I can pause the movie so you can actually see me. My nieces watch it and laugh.
Favorite quote: “If I can help somebody, then my living will not be in vain.” Those words are from a favorite gospel song.
Heroes: My mom. She is an inspiration every day I see her. She taught me everything I know. My college drama teacher is another hero. Miss Amerious Hawk saw something in me I never saw in myself. She thought I needed something more creative than what I was majoring in and encouraged me to look into a new department opening at Clark Atlanta University. I changed my major to Mass Communications.
