Upcoming 2026 Conferences.
LeadingAge National - Leadership Summit
April 20-22, 2026: Washington DC
Tuesday, April 21 • 1:45 p.m.
Cynthia Thurlow will discuss:
Rebuilding Your Marketing Engine with a Modern Mindset
Join Cynthia Thurlow, President and CEO of 3rd3rd Marketing, at the LeadingAge National Leadership Summit, where more than 700 aging services leaders will gather to shape the future of the industry. The event offers strategies, tools, and connections to help leaders navigate a rapidly evolving landscape.
Cynthia will speak during the session Rebuilding Your Marketing Engine with a Modern Mindset on Tuesday, April 21, 2026, from 1:45 to 3:00 p.m.
Most nonprofit senior living leaders are falling short on innovation, but not because they lack vision. Instead, they are being held back by a decades-old marketing approach rooted in operations and census and built on the flawed assumption that adults 60+ are a homogenous audience.
This candid session will help you rethink that approach. Two advertising agency leaders and a national marketer with roots at T-Mobile USA and Starbucks will reveal why the senior living sector is getting the basics wrong, and how a new approach could create the conditions for genuine innovation. You’ll leave with a modern playbook for restructuring your marketing function, building products for the people you want to attract, and creating brand and experience platforms that unlock growth, spark demand, and enable your organization to innovate with confidence.
We hope to see you there. If you are attending, connect with Cynthia Thurlow, President and CEO of 3rd3rd, at Cynthia@3rd3rd.com to schedule time to talk strategy.
LeadingAge North Carolina
May 5-8, 2026: Asheville, NC
Come meet with Amy Estridge and Alexia Chester.
Thursday, May 7 • 2:15 p.m.
The Brand Behind the Gift: Marketing Your Philanthropy
The LeadingAge North Carolina Annual Conference brings together leaders and decision-makers from CCRCs/Life Plan Communities, affordable housing, and aging services organizations across the state. Attendees gain insights from national experts, connect with peers, explore innovative solutions, celebrate excellence, and leave with actionable strategies to strengthen their communities.
In senior living, leading change requires more than operational excellence. It demands bold positioning that reflects innovation, messaging that challenges outdated perceptions, and strategy that turns vision into measurable growth.
We’ll be in Asheville sharing how forward-focused, differentiation-driven marketing is helping communities rise to what’s next and stand apart in increasingly competitive markets.
Join Amy Estridge of 3rd3rd alongside Ezra Hall, Director of Philanthropy & Engagement at The Woodlands at Furman, for a session you won’t want to miss.
To coordinate time onsite, reach out to Amy Estridge, Director of Account Services and Growth, at Amy@3rd3rd.com.
LeadingAge PA
May 11-13,2026: Hershey, PA
Come meet with Cynthia Thurlow and Amy Estridge
The 2026 LeadingAge PA Annual Conference will bring together senior living leaders from across the state, along with hundreds of business partners, for an unforgettable experience featuring 2 keynote speakers, 50 education sessions, 6 experiential workshops, 200 exhibitors, and ample networking opportunities.
You’ll leave with fresh ideas, inspiration, and practical takeaways to help you and your organization advance your mission of providing exceptional care and services to older adults. The speaker lineup is outstanding, and we hope to see you there.
To connect, contact Amy Estridge, Director of Account Services and Growth, at Amy@3rd3rd.com.
LeadingAge Texas
May 13-15, 2026: Austin, TX
Come meet with Amy Estridge
This event brings together aging services providers and partners from across the state for two and a half days of education, networking, and forward-thinking solutions designed to strengthen our communities.
Solo agers are a growing segment of the senior living market, yet many communities still market primarily to couples or family-supported prospects.
In Austin, we’ll share strategies to more effectively reach solo agers, including those from diverse cultural backgrounds and historically underrepresented communities. Participants will learn how inclusive messaging and events can support both occupancy goals and diversity efforts.
Don’t miss Amy Estridge of 3rd3rd as he takes the stage for an unmissable session.
To connect, contact Amy Estridge, Director of Account Services and Growth, at Amy@3rd3rd.com.
LeadingAge California
May 19-22, 2026: Palm Desert, CA
Come meet with Cynthia Thurlow, Derek Dujardin, and Angie Anderson
No Re-Branding Required To Win Residents
Wednesday, May 20 | 3:15–4:15 PM PDT
It’s a myth that you need a full rebrand to drive occupancy and sales. At Hillcrest, a Life Plan Community in La Verne, CA, leadership took action in November 2024 with targeted messaging aimed at Generation Jones. Without waiting for a full overhaul, they implemented focused campaigns, events, and sales strategies that delivered measurable results, beating entrance fee goals by $3 million, doubling deposits in nine months, and selling out a not-yet-built expansion.
This session also addresses the critical role of leadership mindset. You don’t have to overhaul your entire system to start making progress. By empowering your sales and marketing teams to test new approaches now, you can unlock momentum, revenue, and cultural alignment before your rebrand is complete.
Join Cynthia Thurlow of 3rd3rd, alongside Shirley Turner, Director of Sales and Marketing at Hillcrest, for a session you won’t want to miss.
Inclusive Storytelling: Strengthening Trust in Aging
Friday, May 22 | 11:00 AM–12:00 PM PDT
If your community isn’t telling its story, someone else will, often not in your favor. This session explores how senior living organizations can take control of their narrative through inclusive, resident-centered storytelling. Learn how public relations has evolved into a powerful growth driver, shaping trust, awareness, and demand when rooted in authentic experiences and culture. With real-world examples from Hillcrest, discover how removing outdated narratives and elevating resident voices can generate media attention, strengthen credibility, and drive measurable results. Walk away with actionable strategies to build a culture-aligned PR approach that influences perception and fuels growth.
Don’t miss this dynamic session with Cynthia Thurlow of 3rd3rd and Shirley Turner, Director of Sales and Marketing at Hillcrest
If you’re attending, connect with Cynthia Thurlow, President and CEO of 3rd3rd, at Cynthia@3rd3rd.com to schedule time to talk strategy.
LeadingAge Arizona
May 27-28, 2026: Chandler, AZ
Derek Dujardin will be speaking on Thursday, May 28, from 11:15AM-12:15PM for a breakout session, Are You Wasting Money On Marketing? Assess Your Blind Spots. He will address the critical blind spots that many organizations encounter when evaluating their marketing budgets. Attendees will take home practical tools to achieve better ROI by amplifying what works well and adjusting what doesn’t.
To coordinate time onsite, reach out to Derek Dujardin, VP of Brand & Creative, at Derek@3rd3rd.com.
LeadingAge Washington
June 1-3, 2026: Wenatchee, WA
Come meet with Elliott More and Kaycee Kiesz
At the LeadingAge Washington Annual Conference, they celebrate and empower the changemakers in aging services with heart, grit, and vision. Local leaders connect, recharge, and recommit to the work that matters most. Ideas take root, innovations grow, and together they chart a future that reflects their best. Attendees come ready to ignite change in Washington.
As you explore the EXPO, keep an eye out for our roaming emcee, Elliott Moore, Director of Strategy at 3rd3rd Marketing, emceeing Tuesday, June 2nd from 12:15PM-2:15PM. She will be moving throughout the floor with a video team, capturing “ChangeMaker Moments” as exhibitors share bold ideas and practical solutions. Expect movement, interaction, and a bit of fun as we spotlight the innovators helping providers navigate today’s challenges. Come ready to connect, ask questions, and find tools that can immediately strengthen your organization.
To coordinate time onsite, reach out to Elliott Moore, Director of Strategy, at Eliott@3rd3rd.com.
AgingIN
August 10-13, 2026: Denver, CO
Come meet with Cynthia Thurlow, Amy Estridge, Kaycee Kiesz and Jodi Weyland.
More details to come…
LeadingAge National
October 25-28, 2026: Philadelphia, PA
Come meet with Cynthia Thurlow, Amy Estridge, Derek Dujardin, Catherine Ensch, Elliott Moore and Kaycee Kiesz.
More details to come…
Past 2026 Conferences.
The Gathering 2026 - MHS Association
March 24-26, 2026: Indianapolis, IN
Come meet with Cynthia Thurlow and Amy Estridge.
Tuesday, March 24 • 10:30 a.m.
Cynthia Thurlow, Colleen Ryan Mallon of Frasier and Aaron Rulnick of HJ Simms Discuss:
Proving Community Benefit: Protecting Tax Status Through Storytelling and Measurable Impact
Every community has a story. At MHS Association’s Gathering, the theme reminds us that mission and message are inseparable. Marketing should amplify purpose and not dilute it.
When mission-driven organizations clarify their positioning and communicate with precision, growth follows. Talk to us about how you can help you tell your own unique story and brand your brilliance.Cynthia Thurlow, 3rd3rd Marketing, President & CEO and Amy Estridge, Director of Account Services and Growth, will present along with Colleen Ryan Mallon, Frasier Life Plan Community, Chief Growth Officer and Aaron Rulnick, HJ Sims, Managing Principal.
Contact Amy Estridge, Director of Account Services and Growth, at Amy@3rd3rd.com to connect.
Leading Age South Carolina
March 16-19, 2026: Kiawah Island, SC
Come meet with Amy Estridge, Kaycee Kiesz and Cassie Chichester.
Monday, March 16 • 10:45 a.m.
From Nonprofit to Community Benefit Organization:
How Powerful Community Engagement Builds Your Brand and Protects Your Tax Status
This year’s LeadingAge SC theme recognizes those who are not just responding to change but leading it. Members across South Carolina are removing obstacles, challenging assumptions, and driving meaningful transformation in aging services.
This conference is a great time for recharging, refocusing and rising to what’s next.
In senior living, leading change requires more than operational excellence. It demands positioning that reflects innovation. Messaging that challenges outdated perceptions. Strategy that turns vision into measurable growth.
We’ll be in Kiawah Island sharing how forward-focused, differentiation-driven marketing is helping communities rise to what’s next and stand apart in increasingly competitive markets.
Check out 3rd3rd’s Amy Estridge presenting with Richelle Grimes of The Woodlands at Furman and Ezra Hall, Director of Philanthropy & Engagement at the Woodlands at Furman.
To coordinate time onsite, reach out to Amy Estridge, Director of Account Services and Growth, at Amy@3rd3rd.com.
Association of Jewish Aging Services
March 15-18, 2026: San Francisco, CA
Come meet with Cynthia Thurlow.
AJAS is focusing their annual conference this month on shaping the future of aging together.
For senior living organizations, this means rethinking how communities are positioned, how stories are told, and how growth is fueled in increasingly competitive markets.
3rd3rd’s Cynthia Thurlow will join the “Walk with Ruth” with AJAS President and CEO Ruth Katz. And one of our favorite communities San Francisco Campus for Jewish Living is on the tour!
The speaker lineup is amazing. We hope to see you there. If you’re attending, connect with Cynthia Thurlow, President and CEO of 3rd3rd, at Cynthia@3rd3rd.com to schedule time to talk strategy.
