Upcoming 2026 Conferences.
LeadingAge PA Fall Finance Conference
October 7-8, 2026: Manheim, PA
Connect with Amy Estridge at the LeadingAge PA Fall Finance Conference.
The 2026 LeadingAge PA Fall Finance Conference brings together senior living finance professionals and industry leaders for two days of learning, conversation, and fresh thinking about the financial opportunities and challenges facing aging services.
3rd3rd Marketing’s Amy Estridge, Director of Account Services and Growth, will be in Manheim and available to meet with senior living leaders while she’s there.
If you’ll be at the conference, make time to say hello. Amy is always up for a good conversation about what’s happening in senior living, what’s changing, and how you might benefit from a set of fresh eyes.
To schedule time with Amy during the conference, contact her at Amy@3rd3rd.com.
LA WA Fall Conference
October 13, 2026: SeaTac, WA
Come meet with Cynthia Thurlow, Kaycee Kiesz, and Angie Anderson at the LeadingAge Washington Fall Conference.
What happens when we challenge the assumptions senior living marketing is built on?
At the conference, Cynthia Thurlow, President & CEO of 3rd3rd, will kick off the afternoon with a fresh look at how we communicate, market and connect with today’s consumers.
Opening Conversation: A Fresh Perspective
1:00-1:15 p.m.
Every sales professional has met a prospect or family who challenged an assumption. Cynthia will explore what those moments can teach us about connecting with today’s consumers.
Rethinking Marketing: Challenging Assumptions, Changing Perspectives
1:15-2:15 p.m.
Then it’s time to challenge a few more ideas about how we’ve always done things.
How do our perceptions about aging show up in our messaging, imagery, language and consumer experience? And are they helping, or getting in the way?
In this interactive session, Cynthia will dive deeper into how evolving consumer experiences shape perceptions of aging and influence decision-making.
If you’ll be at the conference, come join the conversation and be sure to say hello to Cynthia, Kaycee, and Angie.
Learn more: https://www.leadingagewa.org/2026-fall-conference/
LA Development Symposium Carolinas
October 15, 2026: Columbia, SC
What moves someone from believing in a mission to supporting it? Amy Estridge is headed to the LeadingAge Development Symposium Carolinas to join the conversation.
The Giving Brand: Turning Mission, Message & Meaning into Donations
Time: 10:40 a.m.
Your organization has a brand. But does your foundation? A strong foundation brand helps donors quickly understand what you stand for, why your work matters and what their support makes possible.
Join Amy Estridge, 3rd3rd Director of Account Services and Growth, and Ezra Hall, Director of Philanthropy & Engagement at The Woodlands at Furman, as they explore how a compelling foundation brand can build donor trust, demonstrate impact and strengthen the case for giving.
Be sure to connect with Amy while you’re there. To coordinate time onsite, reach out to Amy@3rd3rd.com.
Learn more: https://www.leadingagesc.org/2026-development-symposium-carolinas
LeadingAge National
October 25-28, 2026: Philadelphia, PA
Come meet with Cynthia Thurlow, Amy Estridge, Cheri Carl, Shonne Fegan-Ehrhardt, Elliott Moore and Angie Anderson at the LeadingAge Annual Meeting.
We’re heading to Philly, and we’re bringing some important conversations with us.
This year, the 3rd3rd team will take the stage for two sessions exploring very different questions facing aging services organizations today: How can a stronger foundation brand inspire more giving? And how can single-site Life Plan Communities turn what makes them different into a competitive advantage?
Elevating Your Success with a Compelling Foundation Brand
Sunday, October 25 | 1:00-2:00 p.m. | Session 60-A
Your organization has a brand, but does your foundation?
3rd3rd’s Amy Estridge will join Ezra Hall, Director of Philanthropy and Engagement at The Woodlands at Furman, to explore what happens when organizations give their philanthropic identity the same thought and attention they give their overall brand.
A compelling foundation brand can build donor trust, increase engagement, attract larger corporate sponsorships and ultimately inspire more giving.
Underdog Strategies for Single-Site Life Plan Communities
Monday, October 26 | 8:30-9:30 a.m. | Session 42-D
Who says the underdog can’t win?
In a market where consolidation continues to change the landscape, single-site Life Plan Communities may look like the underdogs. But some of the things that make them smaller can also make them stronger.
3rd3rd’s Cynthia Thurlow and Elliott Moore will join Donald Lilly, President and CEO at Still Hopes Episcopal Retirement Community, and Shirley Turner, Hillcrest’s Director of Sales and Marketing, to share how successful single-site communities are strengthening operations, culture, finances and their brand to stay independent and thrive.
If you’ll be at the LeadingAge Annual Meeting, come join us for these conversations, and be sure to stop by booth #1713 to chat with our 3rd3rd team during the expo Tuesday afternoon.
Learn more: https://annualmeeting.leadingage.org/
Past 2026 Conferences.
LeadingAge Marketing Symposium Carolinas
September 10, 2026: Charlotte, NC
Come meet Amy Estridge at the LeadingAge Marketing Symposium Carolinas.
Winning the Next Market: Gen X Retirement
Time: 10:15-11:15 am
Gen X is entering its prime retirement planning years while also serving as the primary decision-makers for its aging parents. This dual role is reshaping how senior living communities are researched, evaluated and chosen.
Join Amy Estridge, 3rd3rd Director of Account Services and Growth, as she explores how Gen X is changing consumer expectations and what senior living communities can do today to better connect with this influential and often misunderstood audience.
Attendees will gain practical insights into how messaging, branding and engagement strategies can evolve to better position communities for the next generation of senior living consumers. Throughout the day, senior living marketing professionals from across North and South Carolina will come together to share ideas, collaborate with peers and build new connections.
Be sure to connect with Amy and continue the conversation about what’s next for senior living marketing. To coordinate time onsite reach out to Amy Estridge at Amy@3rd3rd.com.
AgingIN Annual Conference
August 10-13, 2026: Denver, CO
Come meet Cynthia Thurlow and Amy Estridge at AgingIN 2026.
August 12 • 10:15-11:15 a.m.
Breaking the Mold: Designing, Branding, and Communicating Senior Living for What’s Next
The next generation of senior living consumers is looking for something different. The future belongs to organizations willing to move beyond the status quo through innovative thinking, design and communication. Join Cynthia Thurlow, President and CEO of 3rd3rd Marketing, and Amy Estridge, 3rd3rd Director of Account Services and Growth, as they explore how changing consumer expectations are reshaping the future of aging services.
Attendees will gain fresh insights into what today’s prospects want, who is influencing and making decisions and how innovative branding and communication strategies can help your organization stand out.
For four days, AgingIN will bring together purpose-driven leaders in the senior living space to exchange ideas, and to explore innovations shaping the future of aging. Be sure to stop by the 3rd3rd booth to connect with Cynthia and Amy, and continue the conversation about what’s working today, and what’s next for marketing so organizations can better resonate with the next generation of consumers.
To coordinate time onsite, reach out to Cynthia Thurlow at Cynthia@3rd3rd.com, or Amy Estridge at Amy@3rd3rd.com.
LeadingAge Southeast
July 13-15, 2026: Orlando, FL
Come meet with Amy Estridge!
At the LeadingAge Southeast Annual Convention & Exposition, senior living professionals from across the region will come together for thought-provoking education sessions, networking opportunities and an exposition hall filled with the latest solutions and services. During the three-day convention, attendees will also have the opportunity to engage with industry peers and leaders who are shaping the future of aging services.
As you explore the convention and exposition hall, be sure to stop by the 3rd3rd booth for a chat with Amy Estridge, 3rd3rd Director of Account Services and Growth. Amy is excited to discuss new and exciting ideas and practical takeaways to aid you and your organization in your mission.
To coordinate time onsite, please reach out to Amy Estridge at Amy@3rd3rd.com. We’ll see you in Orlando!
Masonic Communities Services Association (MCSA)
June 7-9, 2026: Southern CA
Come meet with Cynthia Thurlow and Amy Estridge
Cynthia and Amy will be onsite connecting with industry leaders and discussing how marketing strategies can help senior living organizations improve occupancy, strengthen lead conversion and maximize marketing performance.
To coordinate time onsite, reach out to Amy Estridge, Director of Account Services and Growth, at Amy@3rd3rd.com.
LeadingAge Washington
June 1-3, 2026: Wenatchee, WA
Come meet with Elliott Moore 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.
California Assisted Living Association (CALA)
June 1-3, 2026: Sacramento, CA
Come meet with Cynthia Thurlow
June 2 • 3-4 p.m.
Are You Wasting Your Money on Marketing? Assess Your Blind Spots!
Cynthia will explore the hidden gaps that often prevent senior living organizations from getting the full value from their marketing investments. Attendees will learn how to identify underperforming strategies, strengthen high-performing campaigns and make smarter decisions that improve overall marketing ROI.
To coordinate time onsite, reach out to Cynthia Thurlow, President and CEO of 3rd3rd, at Cynthia@3rd3rd.com.
LeadingAge Arizona
May 27-28, 2026: Chandler, AZ
Come meet with Amy Estridge
May 28 • 11:15 a.m.
Are You Wasting Money On Marketing? Assess Your Blind Spots
Amy 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 Amy at Amy@3rd3rd.com.
LeadingAge California
May 19-22, 2026: Palm Desert, CA
Come meet with Cynthia Thurlow and Angie Anderson
Wednesday, May 20 • 3:15 p.m.
No Rebranding Required to Win Residents
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.
Friday, May 22 • 11:00 a.m.
Inclusive Storytelling. Strengthening Trust in Aging
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 Texas
May 13-15, 2026: Austin, TX
Come meet with Amy Estridge
Thursday, May 14 • 1:45 p.m.
Blindspots and How To Market To The Solo Ager
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 she takes the stage for an unmissable session.
To connect, contact Amy Estridge, Director of Account Services and Growth, at Amy@3rd3rd.com.
LeadingAge Pennsylvania
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 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 National - Leadership Summit
April 20-22, 2026: Washington DC
Tuesday, April 21 • 1:45 p.m.
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.
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.
