March/April 2015 Magazine

March-April 2015
MAGAZINE
CEMETERY
CREMATION
FUNERAL
Staying ahead of the market:

Hortons evolves & expands
Guerra & Gutierrez
Remembrance Mass
full of meaning for
families they serve
Saying the final Aloha

Jewish funeral and
burial traditions
How culture affects
end-of-life matters
Catholic cemetery
aesthetics
Giving every family
what it needs
Lemasters on changes
addendums changes
Planning & your
endowment care fund
The Facebook funnel
Isard: How death-care
businesses must change
2015 OSHA deadlines
ICCFA Annual Convention & Expo
April 8-11, 2015 San Antonio, TX

Profiles of firms exhibiting
at the ICCFA Convention
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National Mortuary Shipping AD

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MARCH - APRIL 2 0 1 5 T a b l e o f c o n t e n t s
International Cemetery, Cremation and Funeral Association :
Promoting consumer choices, prearrangement and open competition
Providing exceptional education, networking and legislative guidance and support
to progressive cemetery, funeral and cremation professionals worldwide

Top, Randolph Bowman Horton in front

of Hortons Funeral Service, located in a
rapidly gentrifying area of Washington,
D.C. Story, page 68.
Bottom, a memorial table set up by
Guerra & Gutierrez Mortuary for the
the annual Mass of Remembrance that
draws 1,000 people each year the Saturday after Thanksgiving. Story, page 80.
12 Presidents letter
The future is now
by Frederick Lappin, CCE
14 Washington report
ICCFA members preparing
for annual visit to Washington;
Funeral directors now must certify

that VA marker recipients were
never convicted of serious crime
by Robert M. Fells, Esq.
15 Letter to editor
Help thank Dave Wharmby while
funding scholarships
by Jim Price
59 New Members
1 32 Update

132 Veteran who died alone
receives proper sendoff,
thanks to funeral home

139 Clock Funeral Home
honors the life of a 4-legged
employee
1 41 Supply Line
1 45 Calendar
1 45 Classifieds
1 46 Ad Index
16 exhibitor profiles
The 2015 ICCFA Expo 11 hours to check out the exhibits, including a
four-hour opening reception on Wednesday, another four hours (& the
IMSA Happy Hour) on Thursday and lunch at the expo on Friday. Check
out the full schedule and read about some of the companies that will be
exhibiting. (A floor plan and updated list will be in the onsite guide.)
16 Expo hours
26 Eat, drink, browse and get to know the suppliers
32 Convention sponsors
38 Look for the PLPA member, first-time exhibitors and KIP winners
46 Check out the ICCFA Welcome Lounge in the Expo Hall
56 professional development
ICCFA University: Genuine humility & service in action Another

session of ICCFA University approaches; its time to decide which of
your employees to send and whether to attend yourself. While youre
pondering this question, read this reflection on the impact of the ICCFAU
experience, written at the end of last years session by Todd W. Van Beck,
long-time dean of the College of Funeral Home Management.
by Todd W. Van Beck
60 cremation/legal issues
Changes. Addendums. Changes. What to doand not dowhen

family members change their minds You want to make every family
happy. So when a member of the family calls you after the arrangements
have been made, asking you to change something, you say, Yes, of
course, no problem and do it, right? Not so fast ...
by Poul Lemasters, Esq.
62 diversity: celebrants
Giving every family what it needs when a death occurs Celebrants are
trained to do whatever it takes to help the family and honor a life. That
includes leading services that bring together people from widely divergent
backgrounds, beliefs and lifestyles to promote healing and mutual support.
by Glenda Stansbury, CC, CFSP
66 management/safety
2015 OSHA deadlines Are you up-to-speed on what you should be doing
to comply with recently revised OSHA regulations? You need to be.
by Shannon DeCamp
68 Diversity: Serving all families
Staying ahead of the market: Hortons evolves & expands

ICCFA Magazine
to page 8
Like the ICCFA on Facebook & friend ICCFA Staff
Homesteaders AD
FULL PAGE
page 7
4-COLOR
ICCFA news
50 ICCFA staff profile:
Kase plans educational programs for

the association; Burke writes, designs
updates the ICCFA website and more
2014 KIP Awards announced;
awarded during convention
Sales and marketing professionals
learn how to sell more by improving
their service at 2015 Wide World of
Sales Conference
Fred Miller to be inducted into the
ICCFA Hall of Fame
PLPA College joins ICCFA
convention in San Antonio in April
ICCFA University July 17-22
51
52
54
54
55
ICCFA calendar
Cremation Arranger and Crematory
Operator Certification Course
March 18-19 Fairfax Funeral Home &
Memorial Park, Fairfax, Virginia
2015 Annual Convention
& Exposition April 8-11 Henry B. Gonzalez Convention Center and The Grand
Hyatt San Antonio, Texas Co-Chairs:
Caressa Hughes and Daniel L. Villa
April 16-17 North Little Rock Funeral
Home, Little Rock, Arkansas
April 22-23 Gupton-Jones College of
Funeral Service, Decatur, Georgia
2015 ICCFA University
July 17-22 Fogelman Conference Center,
University of Memphis, Memphis, Tennessee
Chancellor: Jeff Kidwiler, CCE
September 9-10 Dallas Institute of Funeral
Service, Dallas, Texas
2015 Fall Management Conference
September 30-October 2
Loews Ventana Canyon, Tucson, Arizona
Co-Chairs:Stacy Adams and John Gouch
2016 Wide World of Sales
Conference January 13-15 Monte Carlo
Resort & Casino, Las Vegas, Nevada
2016 Annual Convention
& Exposition April 13-16 Ernest N.
Morial Convention Center & Hilton New
Orleans Riverside, New Orleans, Louisiana Co-Chairs: Jay Dodds, CFSP, and Lee
Longino
8
ICCFA Magazine
TABLE OF CONTENTS
When your market changes, you must respond if you want to stay in
business. Hortons Funeral Service in Washington, D.C., has long forged
ties with immigrant groups and even opened a separate funeral home to
appeal to Hispanics. Today, the company is opening a new location in a
suburb where migration has caused a population explosion and preparing
its urban location to deal with rapidly shifting demographics.
by Susan Loving
80 Diversity: Community outreach
Mass of Remembrance gives Mexican-American families a

meaningful experience The Saturday after Thanksgiving is a day for
enjoying family, for watching football and, if youre in the Los Angeles
area, for remembering your lost loved ones at a special Mass and reception sponsored by Guerra & Gutierrez Mortuaries.
interview by Susan Loving
88 Diversity: Overview
How culture affects a persons approach to end-of-life matters

Culture and religion affect a persons attitude toward end-of-life issues
and decisions about services and memorialization. Funeral directors and
cemeterians need to be atuned to cultural diversity in their communities
so they can be ready to serve all families appropriately.
by Jennifer Harrell
96 diversity: Judaism
Jewish funeral & burial traditions Is there a Jewish funeral home in

your city or town? If not, its especially important that you know how
to serve Jewish families. These families might not be well versed about
Jewish funeral and burial traditions themselves, but they will expect you,
as a death-care professional, to know what to do.
by Gail Rubin, CT, CC
102 diversity: florida vs. hawaii
How the people of the Aloha state say their final Aloha
Hawaii and Florida both offer warm climates and have an ethnically
diverse population. But when it comes to funeral and cemetery practices,
there are a lot of differences.
by Tanya Scotece, CFSP
106 diversity: cemetery design
Faith and tradition define Catholic cemetery aesthetics

The appearance of a cemetery is influenced by whether its a traditional
upright or memorial park style property, by the local climate and also by
whether it is a secular or religious cemetery.
by Christine Stoddard
110 management
Rescue me: The 5 changes the funeral & cemetery professions must
make to remain viable Funeral homes and cemeteries have gone from
being sure-fire profit-generators to being management challenges in
danger of losing money, if not going out of business entirely. Heres what
you need to do about the situation.
by Daniel M. Isard, MSFS
116 cemetery management; finances
Understanding and planning for your cemeterys objectives via your

to page 10
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Crematories
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Suppliers
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Submit your news
to ICCFA Magazine
Have you held a groundbreaking
or grand opening for a new facility?
Hired or promoted someone? Is your
company offering a new or updated
product to cemeteries and/or funeral
homes? Have you recently held an
unusual service or a successful seminar at your location? Added a grief
therapy dog to your staff?
Share your news with colleagues all
over the worldsend it in to ICCFA
Magazine! Its a simple way to receive
some well-deserved publicity for you
and your staff and to share ideas with
peers. Heres how to get your news in
ICCFA Magazine:
n Write it down. It doesnt have to be

written perfectly (thats why we have
editors)it just needs to include the
facts. Remember the basics:
Who
What
Where
When &
How (& sometimes Why).
TABLE OF CONTENTS
endowment care fund Following the law by making sure your endowment care fund is compliant with your states requirements is necessary, but
its not enough. To be a responsible cemetery manager, you need to create a
long-term plan for your cemeterys needs and how they can be funded.
by Todd Mannix
118 technology
The Facebook funnel for funeral homes & cemeteries

Facebook seemed like a dream come true at first, a way to connect with
and market to your community for no more than a small investment of
time. In truth, reaching the people you want to with your funeral home or
cemeterys message is more complicated than that.
by Zachary Garbow
128 memorialization
Trends in veterans memorials

Veterans memorials bring a community together with a purpose of
remembering those who paid the ultimate price of service. Selecting
granite for memorial projects brings numerous benefits, including an
increase in design options made possible through modern technology.
by Ashley Kizzire
www.iccfa.com
Find a member
Web Expo directory of suppliers
and professionals
Industry associations
Industry calendar
Cremation Central
www.iccfa.com/cremation
ICCFA Caf
Links to news and feature stories
from all over the world
Blogs by ICCFA members
Model guidelines
n Send it in:
Email your Word document as an
attachment to sloving@iccfa.com, or
write your release in the body of your
email. Please include your full name
and title and the companys name and
location in the body of your email.
Photoshigh-resolution jpgscan
be emailed. Remember you must
adjust digital camera settings to take
high-resolution images before taking
the photos! Check the owners manual
for instructions. (If youre scanning in
glossies, they must be scanned in at
a minimum of 300 dpi at the size they
are to be printed.)
easier way
theres an
Powered by Multiview, ICCFA Supply Link is a

superior tool for our unique community that
streamlines your efforts to find products and services.
Start your search at
www.iccfasupplylink.com
Questions?
Need some guidance?
Email ICCFA Magazine
Managing Editor Susan Loving
at sloving@iccfa.com.
10
ICCFA Magazine
Supernova AD
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Presidents Letter
by ICCFA
2014-2015
President Fred
Lappin, CCE
lappinf@
sharonmemorial.com
Lappin is president
and CEO of Sharon

Memorial Park, Sharon,
Massachusetts and
Knollwood Memorial Park,
Canton, Massachusetts.
n To apply for ICCFA

membership:
Download an application
at www.iccfa.com, or
Call 1.800.645.7700
The future is now
remember before my daughter was born that

everyone I knew who had children told me
how fast kids grow up and how quickly the
time passes. Quite naturally, I was somewhat
skeptical, given that a day is a day, a month is
a month, etc. Why would time speed up just
because I had a child? Well, as it turns out, they
were absolutely correct.
As life goes forward, the time really does seem
to pass more quickly, and never has that been
truer for me than this past year as the president of
the ICCFA. Not only has it been a busy and full
year, it also has been an incredible opportunity to
serve our association and see and learn so much.
My travels have taken me across the country and
to Latin America, and I have had the pleasure of
meeting other professionals from around the world,
including the countries of Latin America and Europe,
as well as those from Mongolia, Japan, China and
Canada. Throughout the year, two things have been
reinforced to me again and again: The people in
our profession are high-quality individuals with a
common bond of dignity, empathy and compassion,
and we all face many of the same challenges.
State of the association
I am pleased to share with you that this has

been another good year for our association. We
have continued to expand the ICCFA footprint
Check us out on
Facebook!
Like us
and friend
ICCFA Staff.

March-April 2015
VOLUME 75/NUMBER 3
ICCFA officers
Fred Lappin, CCE, president
Darin B. Drabing, president-elect

Jay D. Dodds, CFSP, vice president
Christine Toson Hentges, CCE,
vice president
Scott R. Sells, CCFE, vice president
Michael Uselton, CCFE, vice president
Gary M. Freytag, CCFE, treasurer
Daniel L. Villa, secretary
Robert M. Fells, Esq., executive director &
general counsel
Robert Treadway, director of

communications & member services
robt@iccfa.com; 1.800.645.7700, ext. 1224
Alecia Burke, marketing manager
alicia@iccfa.com; 1.800.645.7700, ext. 1220
Magazine staff
Robert M. Fells, Esq., executive director &

publisher
rfells@iccfa.com ; 1.800.645.7700, ext. 1212
Rick Platter, supplier relations manager

rplatter@iccfa.com; 1.800.645.7700, ext. 1213
Brenda Clough, office administrator

& association liaison
bclough@iccfa.com; 1.800.645.7700,
ext. 1214
Susan Loving, managing editor

sloving@iccfa.com
12
through our Ambassador program and marketing

outreach, and our association continues to grow in
membership, with additions from all components
of our profession.
We are on sound financial footing and have
an excellent leadership team in place for the
future, headed by President-elect Darin Drabing.
We similarly have an outstanding staff, headed
by Executive Director and General Counsel
Bob Fells and Director of Operations Nadira
Baddeliyanage. To all of our leadership and staff
I want to extend my sincere appreciation for their
hard work and support.
This has also been a year that has seen our
events, conferences and convention flourish,
while the flagship ICCFA University is adding a
new College of International Studies.
It has been a true honor and privilege to serve
you, our association and our great profession.
There are many things that define the ICCFA
as the premier trade association for end-of-life
services, but it is our culture of inclusion and
collaboration that truly sets us apart and has
established us as the leader for our profession.
Thank you for your continuing support of the
ICCFA and its role in helping you, our members,
be better and more informed today and well
prepared for the future. The future that will be
here so quickly.
r
ICCFA Magazine
Daniel Osorio, subscription coordinator

(habla espaol)
danielo@iccfa.com; 1.800.645.7700, ext. 1215
ICCFA Magazine (ISSN 1936-2099) is published by the International Cemetery, Cremation and Funeral Association, 107 Carpenter
Drive, Suite 100, Sterling, VA 20164-4468;
703.391.8400; FAX 703.391.8416;
www.iccfa.com. Published 10 times per year,
with combined issues in March-April and
August-September. Periodicals postage paid
at Sterling, VA, and other offices. Copyright

2015 by the International Cemetery, Cremation
and Funeral Association. Subscription rates: In
the United States, $39.95; in Canada, $45.95;
overseas: $75.95. One subscription is included
in annual membership dues. POSTMASTER:
Send address changes to ICCFA Magazine,
107 Carpenter Drive, Suite 100, Sterling, VA
20164-4468. Individual written contributions,
commentary and advertisements appearing in
ICCFA Magazine do not necessarily reflect
either the opinion or the endorsement of the
International Cemetery, Cremation and Funeral
Association.
ICCFA: MEMBERSHIP THAT MATTERS.
Its about professional growth.
Everyone happily shares knowledge,

which helped me to become a better
version of myself. The ICCFA and its
members provide me the best
training, coaching and networking
money can buy.
Linda Jankowski
Midwest Memorial Group
ICCFA Member
Its about you!

Start your journey of professional growth today.
Your first year of membership is only $245.
Visit: www.iccfa.com/join
and enter promo code PROFESSIONAL
Washington Report
by ICCFA
General Counsel
Robert M. Fells,
Esq.
rfells@iccfa.com
1.800.645.7700,
ext. 1212
direct line: 703.391.8401
Fells is ICCFA executive director and general
counsel, responsible for
maintaining and improving relationships with
federal and state government agencies, the
news media, consumer
organizations and related
trade associations.
More resources
Wireless. ICCFA
members, send us your
email address and well
send you our bi-weekly
electronic newsletter full
of breaking news.
More from this author

Fells will
participate in
the Government & Legal
Panel providing the latest information
about court cases, legislation and regulations, and
answering questions from
attendees at the ICCFA
2015 Convention & Expo,
April 8-11, at the Henry
B. Gonzalez Convention
Center and The Grand
Hyatt San Antonio, Texas.
www.iccfa.com/events
14
ICCFA Magazine
ICCFA members preparing

for annual visit to Washington
rwin Shipper, chairman of the ICCFA Government

and Legal Affairs Committee, has announced
that the associations annual visit to Capitol Hill,
Washington, D.C., will be held on Wednesday and
Thursday, March 18 and 19. Appointments have been
confirmed with several key members of Congress,
including a luncheon meeting on March 18.
A room block has been arranged at the Westin
Hotel in the District of Columbia, and ICCFA
members planning to attend and stay at the Westin
should contact Bob Fells ASAP. Your name will be
passed along to Westin Reservations. You may then
contact the hotel directly to book your room.
All ICCFA members are invited to attend, but by
tradition, each attendee is asked to schedule a meeting
with one or more of his or her representatives in
Congress. Some appointment times will invariably
conflict, but we divide our group so that all meetings
are covered.
The purpose of the meetings is two-fold. First,
we remind members of Congress and their staffs
that the ICCFA is ready to assist their constituents
with questions or concerns that they may have about
cemeteries and funeral homes.
Second, we express our concerns about pending
legislation or with issues such as tax reform that could
substantially impact our businesses.
The contacts we renew or establish are important
for laying the groundwork for times when issues arise
and communication with key Congressional offices is
crucial.
ICCFA Executive Director Bob Fells, right, with

association member Steve Schatt on Capitol Hill.
For more information, call ICCFA Executive

Director Bob Fells at 1.800.645.7700, or email him at
rfells@iccfa.com.
r
Funeral directors now must certify that VA marker

recipients were never convicted of serious crime
n the wake of the Veterans Dignified Burial Act

2012, individuals applying for the VA marker
and headstone benefit or for the government
medallion benefit must certify on the application the
following statement: I also certify, to the best of
my knowledge, that the decedent has never committed
a serious crime, such as murder or other offense that
could have resulted in imprisonment for life, has never
been convicted of a serious crime, and has never been
convicted of a sexual offense for which he or she was
sentenced to a minimum of life imprisonment.
The application also states that severe penalties will
be imposed which include fine or imprisonment, or
both, for the willful submission of any statement or
evidence of a material fact, knowing it to be false or
for the fraudulent acceptance of any benefit to which
you are not entitled.

The VA requests applicants submit the revised
Form 40-1330, dated February 2014, for headstone
and marker benefits. As of October 1, 2014, all prior
versions of the VA Form 40-1330 have become
obsolete. The use of any prior version will delay
the processing of potential benefits. The revised
marker and headstone form can be accessed at
www.va.gov/vaforms/va/pdf/VA40-1330.pdf. The
revised government medallion form can be accessed
at www.va.gov/vaforms/va/pdf/ VA40-1330M.pdf.
The U.S. Department of Veterans Affairs also has
developed a VA Funeral Directors Kit to assist funeral
directors in explaining VA burial benefits to families
and in applying for these benefits. The kit can be ac
cessed at www.cem.va.gov/cem/funeraldirector.asp. r
Letter to the Editor

Help thank Dave Wharmby while funding scholarships
To the Editor:
The ICCFA Educational Foundation is
pleased to be presenting the 2015 Lasting
Impact Award to David Wharmby, CCE,
a career cemeterian. This special award is
presented to David based on the impact he
has had on literally thousands of individuals
during his legendary career.
There perhaps has never been anyone in
our profession who has had a greater positive
impact on a companys revenue while also
making such a significant impact on so many
individuals lives and livelihoods than Dave
Wharmby.
His 43-year career has been nothing
less than legendaryiconic, evenin our
profession. Thats a pretty bold statement, but
it would be a challenge for anyone to argue
against it. Dave has always been aggressively
doing things, taking action in a big way,
even when most in our profession were still
approaching the job passively.
The end result has been that Dave was
way ahead of his time, and truly

Thursday, April 9, at 6 p.m. during
had no peer in terms of results.
the ICCFA Annual Convention &
Nevertheless, he has always been
Expo in San Antonio, Texas. This
very generous in sharing his tips
ticketed event is $50 per person;
for success with anyone willing
tickets are available in advance or
to ask. During his career, he
may be purchased on-site at the
adjusted to significant ethnic
Registration Desk.
and cultural market changes that
The money raised from this
most in our profession are still
event supports educational programs
scrambling to adapt to.
that matter.
Dave clearly made a
Our associations Educational
difference to thousands of
Foundation is a 501(c)(3) nonindividual sales counselors,
profit entity. It is the foundations
helping them believe in
sole purpose to make education
themselves and prosper in their
accessible to our professions
personal development and
future leaders through the award
Dave Wharmby
earning power, while helping
of annual scholarships to ICCFA
speaking at the
countless families finalize
University and The Wide World of
prearrangements, relieving their 2004 ICCFA
Sales Conference. This year, we also
families of this additional burden Convention.
will award the first scholarship to
at the most difficult time of their lives.
the Fall Management Conference.
The award will be presented at the ICCFA
Jim Price, president
Educational Foundation Reception on

ICCFA Educational Foundation
Security National Life AD

1/2 H
4-COLOR
Start every day at the ICCFA Caf at www.iccfa.com
March-April 2015
15
exhibitor profiles
Hours of uninterrupted time to talk to suppliers, ask questions
and see products in personthats what you get at the ICCFA Annual
Convention & Expo. No educational sessions are scheduled during expo hours.
Free food and beverage service means you can grab lunch or enjoy appetizers
before heading out to enjoy San Antonio. Plan to spend as many hours as you can
Expo hours
Wednesday, April 8
3-7 p.m.
Grand Opening Reception
(open bar and heavy hors
doeurvres)
Thursday, April 9
noon-4 p.m.
Lunch at the Expo &
IMSA happy hour
Friday, April 10
11 a.m.-2 p.m.
Lunch at the Expo
in the Expo Hall, learning what you need to know to stay successful.
The 2015 ICCFA Expo

100 Black
Women of
Funeral Service
(#7110)
The 100 BWFS
was established in
1993 to provide a
network for black
women and minorities who have chosen funeral service
as their profession.
A Simple
Thank You
(#1032)
A leading provider of digital
registry and
preneed leads
generator, their iPad application digitally
captures visitor information. ASTY can
print the memorial book, custom acknowledgment cards and addressed envelopes,
or the funeral home can print in-house.
Ask them how to receive your free iPad
and equipment for set-up. Contact at
1.800.483.0671 or
www.asimplethankyoufuneral.com.
Editors note:
For an up-to-date list of exhibitors

and booth numbers, or to see
the Expo Hall floor plan, go to
www.iccfa.com/group/2015annual-convention-expo-floorplan.
Profile information is provided by the
exhibitors; ICCFA Magazine and the ICCFA

are not responsible for content. Inclusion in this
section is provided free to all exhibitors meeting
submission deadlines and requirements.
An Expo Hall booth number is listed

after the company name. The booth numbers
also will be found on the Expo Hall maps in
the convention onsite program that will be
distributed in San Antonio.
16
ICCFA Magazine
Abbey Press (#6076)

Abbey Press provides caring resources
which offer help, hope and healing to
those in need. Our publications, including books and the popular booklet series,
CareNotes, give special emphasis to grief,
loss, end-of-life, illness and distress issues.
Celebrating over 25 years and over 100
million copies sold, CareNotes are the
perfect take-one literature for the people
you serve.
Academy of Professional Funeral Service

Practice (#7109)
The Academy offers a
voluntary certification
program for funeral directors who are interested
in earning the professional designation
of Certified Funeral Service Practitioner
(CFSP), the highest professional designation awarded in the funeral profession.
Information is available at apfsp.org
AFP Horizon (#4091)

AFP Horizon is an innovative preneed
funeral marketing service. AFP is a group
of funeral and insurance experts with over
a century of experience in serving the
funeral profession. We will help you grow
your market share and client base using
tools such as Internet marketing, direct
mail services, community presentations,
radio and television. Visit us at
www.afphorizon.com.
Aley
Shalechet
(#5113)
Aley Shalechet Ltd., Israel,
established
2004. When
tradition meets innovation. Symbolic
ash scattering and memento burial in the
Holy Land. Presenting an add-on offer for
domestic services, driving new sales and
enhancing your portfolio. Offer includes a
personal memorial website with ceremony
video documentation. Proud member
of ICCFA, NFDA, FIAT-IFTA, ICF &
CANA. Contact: Alon Nativ, co-owner;
www.aleyshalechet.com; +972732755750;
info@aleyshalechet.com.
Porcelains Unlimited AD
FULL PAGE
page 17
4-COLOR
exhibitor profiles
All City
Communications
(#2101)
All City Communications
specializes in answering for funeral homes
while reducing your monthly costs. We
answer every call live, ensuring the best
possible service available to your families.
We are proud partners with current ICCFA
members and we want to partner with your
funeral home as well. Visit us online at
www.allcitycom.com; 1.800.547.4740.
Americas
Cemetery
(#1052)
Why would
a well
known and
respected
cemetery
change its name and client focus? We want
a national audience and see our future as
the website where people will place their
life stories along with other family members. Integrating our headstone pictures
and file data with the webs databases will
make us relevant to a national and international market.
American
Cemetery
Supplies
(#3079)
American
Cemetery
Supplies manufactures quality cemetery,
vault and funeral home supplies from the
smallest crank to tribute carriers at our
Portsmouth, Virginia, plant. Specializing
in tents, we are well known for quality.
We distribute all major death care industry
lines such as Ferno, Frigid and Mipro PA
systems. Please visit our booth or call, for
all your needs, 1.800.515.0400.
American Coach Sales (#3063)

For more than 50 years, Bob Mazzarella
and his team at American Coach Sales
have specialized in the worldwide sale of
new and pre-owned limousines, hearses,
first call cars and specialty vehicle like
the Mercedes Sprinter. They also are able
to offer customer leasing and financing.
For more information, please call Bob at
1.888.321.6613 or visit their website at
www.americancoachsales.com.
18
ICCFA Magazine
American Funeral
& Cemetery Trust
Services. (#3112)
Established in
1993, AFCTS is
a nationwide
preneed, endowment care master trust and third-party
administration provider. We help individual funeral homes, cremation providers,
cemeteries and state associations maintain
focus on their clientele and communities
by providing the most comprehensive,
efficient and compliant services available.
Visit us at booth 3112. To schedule an appointment please contact Krista Kaysner at
kkaysner@afcts.com.
American Funeral Financial (#6046)

American Funeral Financial is the leading
provider of insurance assignment funding
services to funeral homes nationwide. No
longer is there a reason to wait on funds
from an insurance company. AFF not only
will verify the policy but will fund the
proceeds to cover the funeral in 24 hours.
Call us today at 877.213.4233.
American Funeral Supply Co. (#2054)

A division of American Hotel Register Co.,
American Funeral Supply Co. leverages
our parent companys buying power to
offer competitively priced products and
everyday supplies for your business. Our
in-house engraving shop specializes in
overnight delivery of custom-engraved
urns. Shop our wide selection of urns
and all 50,000 items we sell at
americanfuneralsupply.com, or contact us
at 1.800.671.9366.
Artistic Urns Inc. (#6027)

Celebrating 10 years of honoring the lives
of loved ones with a meaningful and lasting work of art. Serving people and pets.
www.artisticwoodurns.com;
www.artisticpeturns.com
Astral
Industries
Inc. (#3039)
If you are
the kind of
funeral director whose families are looking
for a quality, affordable, high-eye-appeal
casket with a good value, Astral is the
leading supplier during these challenging
economic times. Independently owned,
Astral offers 18- and 20-gauge steel
caskets as well as stainless steel, all
of which can be easily personalized.
1.800.278.7252;
www.astralindustries.com
Aurora
Casket Co.
(#1002)
Aurora
Casket is
the largest privately-owned funeral service
supplier in America. Founded in 1890,
the company operates five manufacturing facilities in the U.S. and Canada, and
provides a full range of burial, cremation,
memorial and technology products to funeral home clients. For more information,
visit www.auroraadvantage.com.
Axiom (#4008)
Weve been bringing clarity, simplicity
and insight to cemetery operations for
20 years, with state-of-the art technology
and solutions. Axiom has all the tools to
optimize your operations, assisting you
to make informed decisions about your
cemeterys strategic directions and future
business planning. Axiom is your partner
of choice when it comes to effective and
high-performing cemetery management.
Axis Corp. (#3006)

Axis Corp. is the original manufacturer of
vault handlers since 1958. Axis also manufactures monument handlers and combination vault/monument handlers. Other
equipment: self-propelled dump trailer
and the truckhoe, a towable backhoe that
provides easily maneuverability around
the cemetery. All Axis equipment is selfpropelled at the work site and comes with
wide tires that wont track up the grass.
The Tribute Companies AD

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exhibitor profiles
B&L Cremation (#5055)

State-of-the-art, fuel-efficient cremation
systems for both human and pet industries, B&L manufactures various models
to meet your needs. We also offer training
programs, crematory service, supplies and
refractory repair on all makes and models
with service centers in Florida, Pennsylvania and Washington.
www.blcremationsystems.com
Bass-Mollett (#2002)
For four generations, the Bass-Mollett
family has carried on a tradition of quality
service to the funeral industry. Since 1951,
our goal has been to exceed the needs of
funeral directors. We continue to strive to
make Bass-Mollett a company on which
funeral directors can trust and rely.
Bernardaud (#5072)
Founded in 1863 and still
family-owned, Bernardaud is the premier
maker of porcelain and
synonymous worldwide
with quality, craftsmanship and design. From its
Limoges headquarters,
Bernardaud incorporates
tradition and innovation
to expand its collection
of fine porcelain with commemorative
urns. Choose from a selection of classic or
modern designs or create a custom urn to
remember your loved ones.
Billion Graves (#1056)

The celebration of life rises to a whole new
level as genealogy is added to the mix. BillionGraves partners with the largest family
history data bases in the world. We can
connect lineage, multimedia, and images of
headstones along with GPS locations. No
one or their family is forgotten or lost as we
connect in a way never before available.
20
ICCFA Magazine
Biondan (#4070)
We provide more than cast
bronze products. We provide solutions to memorialization challenges. Biondan
is a leading supplier of
memorial products worldwide since 1956. We are a
family-owned and -operated
business. Our commitment to manufacturing a quality product and providing timely
delivery is unwavering. Biondanour
name is on the product. Visit our booth and
see why.
Blair Hines
Design
(#6051)
BHDA
provides
cemetery master planning services for historic cemeteries to identify opportunities for
new infill developments that are compatible
with their historic character. We design innovative shared memorials and columbaria
for each unique setting. 617.735.1180
BlindCheck (#5061)
BlindCheck keeps your cemetery in check.
BlindChecks suite of software products
automates the operational processes of
cemeteries. Our web-based solutions
include systems to automate the interment process, as well as work orders and
memorial tracking. With built-in alerts and
notifications, we minimize financial and
reputational risks to cemeteries through
prevention of human error. Visit
www.blindcheck.com for full details.
C&L
Containers Inc.
(#4078)
With over two
decades of
serving the funeral industry we
continue to be a leader in manufacturing
quality containers for all your shipping and
cremation needs. Our containers are independently tested and stamped for international shipments and we ship most orders
within 24 hours. Lori A. Eanes, president;
lorie@clcontainers.com; 1.800.398.0447;
www.clcontainers.com.
Carrier Mausoleums
Construction (#6045)
We dont just offer
the best in mausoleums, niche buildings,
glass-front niches,
exterior columbaria, cremation equipment
and bronze accessories. At CMC, were
building a legacy of quality, craftsmanship
and reliability. No matter the size of your
project, well handle it efficiently, elegantly and cost-effectively. Thats our promise
to you. Call 1.800.663.7954;
info@cmc-carrier.com; cmc-carrier.com.
Cemetery360 (#5066)
Cemetery360 offers immersive 360 degree
imaging & mapping solutions. Our 360engine allows your customers to virtually
navigate and explore your business through
the web. The fully integrated cemetery listing service offers a centralized location for
cemetery staff to manage available location
listings with sales teams and 3rd parties in
real-time. Visit us at CemLS.com and
cemetery360.com for further information.
Cherokee
Casket
(#4009)
Cherokee
Casket has
manufactured infant and child caskets since 1941,
providing quality products as well as good
service at reasonable prices. Their attention
to detail and design in craftsmanship is
apparent from the least expensive clothcovered wood casket through the metals
and hardwood. The catalog can be seen at
www.cherokeechildcaskets.com. View online or call 1.800.535.8667 for catalog.
Church
& Chapel
Metal Arts
(#2089)
Church
& Chapel
Metal Arts, serving the funeral industry
since 1933. We offer a complete line of
supplies to the funeral industry, including
torchiere lamps, lecterns, kneelers, cremation urns and many other products necessary to the delivery of funeral service.
2616 W. Grand Ave., Chicago, IL 60612;
773.489.3700; Fax: 773.489.3434; toll
free:1.800.992.1234; Fax: 1.800.626.3299.
Visit our website: www.church-chapel.com;
e-mail: info@church-chapel.com.
Astral AD
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exhibitor profiles
Clark
Grave Vault
(#6085)
Founded in
1898, family owned and operated Clark Grave Vault
manufactures metal burial vaults using steel,
galvanized steel, aluminum, premium grade
stainless steel and copper. All Clark vaults
are manufactured using the very latest technology, including robotic welding and powder-coated finishes. Clark also has a complete
line of cremation urns and metal urn vaults
for those customers selecting cremation.
ClearPoint Federal Bank & Trust (#1037)

ClearPoint Federal Bank & Trust provides
unparalleled trust products and services exclusively to funeral homes and cemeteries
throughout the United States. ClearPoints
specialized in-house services encompass
trustee, investment management and
recordkeeping for funeral and cemetery
trusts. ClearPoint provides extensive industry and trust expertise to funeral homes and
cemeteries and is responsible for over $600
million in trusted assets. 1.800.763.0234;
www.clearpointfederal.com
Coldspring (#2070)
From natural stone and bronze to industrial
and diamond tooling products, Coldspring
has been serving the, memorial, architectural,
residential and industrial markets for 117
years. Headquartered in Cold Spring, Minnesota, the company owns and operates multiple facilities across the country, including a
bronze foundry, 30 quarries and five fabrication locations. Visit www.coldspringusa.com
for additional information.
Contemporary Concepts (#5093)

Contemporary Concepts provides a complete aftercare program to funeral homes
and cemeteries. We publish three distinctive
inspirational memorial volumes that have
brought comfort to millions for over 30 years.
Each volume is personalized with the name
of the deceased gold stamped on the cover
and includes a customizable message from
your company on the third page. Visit at
www.contemporaryconceptsdirect.com.
22
ICCFA Magazine
Cooperative
Funeral Fund
(#3009)
Cooperative Funeral Fund (CFF)
is a preneed and
perpetual care
fund management company established in 1989 specifically catering to the death care industry.
CFF manages investment, accounting,
compliance and payout for over 900 clients
and 435 million in assets. No startup costs
or account minimums. Account information available online. Free personalized
agreement forms. Simple and quick claim/
payment process. 1.800.336.1102 ;
CooperativeFuneralFund.com
CremainGem (#1095)
CremainGem is a cherished
memorial proudly presented
by CremainGem LLC. It is
an innovation in transforming pure cremated remains
into an durable, portable and
adorable masterpiece. Each
piece is genuinely unique in both meaning
and appearance. Its ingrained personalization provides connectedness, comfort and
peace to the holder. See CremainGem with
character and aesthetic varieties; CremainPhoto and CremainGem jewelry, at
www.CremainGem.com.
Crematory
Manufacturing &
Service (#5041)
CMS, a family-owned
global leader in the
manufacture, maintenance and repair of cremation equipment, has
a vision to positively
impact and support the
profession through service partnerships,
balanced engineering and universal education. CMS is changing the way people
think about cremation.
Crowne
Vault
(#2008)
Crowne Vault
offers attractive, sturdy,
value-priced
urn vaults.
Constructed of a high impact ABS plastic,
these vaults provide protection while
ensuring integrity of the cemetery ground.
The single vault has a low profile and
works well for second right of interment.
Double vault accommodates two urns or
most over-sized urns. Easy to personalize.
Custom Data Systems (#1057)

Custom Data Systems Inc. authors Sterling Software for the death care industry.
Sterling Software takes advantage of the
newest technologies to create a web-based
application with the depth and breadth of
features and functions to help in nearly all
parts of your operation. Twenty-five years
of experience makes Sterling perfect for the
multi-site enterprise and the single-location
companies.
Destiny
Casket
(#2090)
Destiny Casket provides a unique combination of quality burial and cremation products for our
funeral home customers, including metal
and wood caskets, monuments, plastic
garments, church trucks and hardware for
the funeral business. Save money; improve
your profit margin and competitiveness.
Contact Coco Zhan, 1.408.850.0082;
destinycasket@yahoo.com;
www.destinycasket.com.
DISRUPT
Media
(#1038)
DISRUPT
Media is a
full-service
social media
agency specializing in social media strategy, content creation, management and
reporting for funeral companies. Through
our funeral social program we helped our
funeral home clients acquire over 15,000
new followers in 2014.
Doric
Products
Inc. (#1003)
Doric Products Inc., a
leader in the
burial vault
industry
since 1955, boasts over 130 dealer locations in the United States and Canada.
Doric, committed to quality products and
services, offers double-wall, triple-wall,
and quad-wall burial vault choices. Doric
also offers a full line of urns, urn vaults
and air seal Classic Metal Vaults.
Telephone: 1.888.55.DORIC;
e-mail: info@doric-vaults.com;
www.doric-vaults.com.
Trigard AD
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exhibitor profiles
Eagle Coach (#1060)

Expect Excellence is more than a slogan;
its the driving force behind the success
of Eagle Coach Co. Eagle Coach Co. is
dedicated to producing the highest quality
professional vehicles that reflect positively on the funeral homes that use them.
When you purchase an Eagle professional
vehicle, expect excellence.
Eagle Granite Co.
(#3107)
Eagle owns and operates
several granite quarries and manufactures
memorials in 16 beautiful granite colors. In
addition, Eagle houses
a large inventory of
popular import designs for faster delivery
on many standard monuments. Large mausoleum and columbarium designs are also
hand-crafted in our state-of-the-art manufacturing facility. Call 1.888.357.8452 or
visit our website at www.eaglegranite.com.
Eagle Urns
(#6070)
Made in America
since 1988, Eagle
Urns is committed
to providing the
funeral industry
with high quality,
cultured granite
cremation urns at low, factory-direct prices.
We carry 10 full-size styles and three keepsake styles, all available in 15 colors. Each
urn is polished to a beautiful, high-gloss
finish. Custom laser engravings available.
1.800.956.3940; www.eagleurns.com
Eagles Wings Air (#5035)

Eagles Wings Air (EWA) is the nations
leading provider of logistics services
to North American funeral homes and
shipping services. Through a centralized
customer service center, EWA leverages
proprietary software and its knowledge
of global airline networks to deliver the
best transportation solution and proactive
management for human remains transport.
Learn more at www.CallEWA.com or by
calling 1.866.550.1392 (EWA).
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ICCFA Magazine
Eckels
(#3115)
Eckels
is a
fully
diversified funeral service supply company
dedicated to providing quality products and
outstanding service to funeral, cemetery
and cremation professionals across North
America. Founded in 1895, Eckels specializes in embalming chemicals and products
for funeral home preparation rooms and
also provides a wide range of cemetery and
crematorium products.
EDA Land
Planning
(#2091)
EDA Land
Planning: Better design for
a better bottom line. EDA can help you
design a very beautiful and desirable cemetery with cremation, estate and traditional
lot gardens while fully utilizing space and
minimizing maintenance. Every cemetery
is unique; we provide innovative solutions.
Please visit us to discuss how we can improve your bottom line. 801.924.2296;
www.edalandplanning.com
Eickhof Columbaria (#4048)
Experience, Integrity,
craftsmanship,
knowledge,
honesty, ossuarium, first-classthis spells
Eickhof. With 30 years of experience and
over 1,000 installations, we have the vision to see where the industry is headed.
Our new products, the Ossuarium and 1/4
Eclipse, are elegant and can provide a big
return on investment. Stop by our booth
(#4048) to learn more about how Eickhof
can prepare your company for the future.
Eternal
Branding
(#7111)
Exclusive
providers to the
funeral industry for presentation bags and
logo-branded promotional items. We pool
the industries buying power to offer substantial discounts. Now offering discounts
on direct mail and printed products including new U.S. postal options for reduced
postage costs. Just call or email Patty Fay
386.214.0267, pattyfay@EternalBrandingPlus.com, for a complimentary sample kit.
www.EternalBrandingPlus.com
Facultatieve Technologies (#4082)

Facultatieve Technologies, your partner in
providing cremation systems equipment. Our
designs and innovations provide maximum
energy and operational savings and most importantly, operator safety. We provide recommendations for complete turn-key solutions.
Our customer care unit provides support and
FT cremators are equipped with broadband
connection for 24/7 technical assistance
at no charge. Contact Ernie Kassoff, ernie.
kassoff@facultatieve-technologies-usa.com.
Family Bronze
(#5059)
Our growth has
been based on
word-of-mouth
from one cemeterian to the next.
We are praised for
stunning quality,
immediate response and consistant fair
pricing. We are willing to take the extra
step to help make your customers more
than satisfied with your services and pass
the word along to their friends as well.
Federal Coach (#1092)

Federal Coach has built a reputation
for being the industrys quality, styling,
service and value leader. Federal Coach
takes pride in producing quality vehicles.
Combining attractive styling and reliable
construction, with the most sought-after
features, Federals specialty vehicles are
some of the best-selling models in America. Federal Coach is intelligent by design.
Federated
Funeral
Directors
of America
(#6089)
Funeral business
experts providing bookkeeping,
tax and consulting services since 1925.
Our experience and expertise make us
the leader in providing business services
to funeral directors nationwide. We also
offer payroll, retirement plan administration, management analysis, succession
and tax planning and business valuations.
Our services allow you to focus on core
operationsserving families in their most
difficult times. www.federated-funeral.com
Physicians Mutual AD
FULL PAGE
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Eat, drink, browse and

get to know the suppliers
The ICCFA Expo Hall features free continuous
food and beverage service so that attendees
can spend more time in the hall, learning
about all the products and services available.
Many exhibitors offer seating so that cemeterians and funeral directors can relax and get
to know them in a comfortable setting.
exhibitor profiles
Fine N Rhine
(#3007)
Based in Hong Kong,
Fine N Rhine has
been exhibiting at
ICCFA since 2001.
Known for our
styling and quality,
we are back with
our new collection of Swarovski evening clutches and pashmina wraps. We
welcome you to visit our booth. Contact
917.669.1200, Bharati.
Flowers for
Cemeteries (#2036)
Flowers For Cemeteries Inc. specializes in
quality silk arrangements for both cemetery and funeral. Our
patented Stay-In-TheVase designs will keep
the bouquets securely
in the vase. Families will return to make
additional flower purchases from your
cemetery. Products include bouquets for
ground vases, mausoleum vases, saddles
and funeral items. Stop by and discuss
with Ruby or David.
www.flowersforcemeteries.com
26
ICCFA Magazine
Forethought
Life
Insurance
Co. (#2096)
Forethought Life Insurance Co. provides
a full suite of annuities and a leading preneed life insurance platform to help solve
the pre-retirement, retirement and end-oflife challenges facing Americans today
Forethought is a subsidiary of Global Atlantic Financial Group Limited, a financial
services company focused on the annuity, life insurance and reinsurance markets
with over $35 billion in assets.
Franklin
Wrap
(#1116)
Developed for
cemeteries by
cemeterians,
Franklin Wrap
addresses
concerns associated with mausoleum
entombment. Benefits include a two-way
ventilation system that works with your
mausoleum; transparent; a safe, simple
six-minute process to apply; and the most
affordable product on the market today.
Please visit FranklinWrap.com to watch our
video presentation.
Frigid
Fluid
(#4004)
Founded
in 1892, Frigid Fluid is one of the oldest
manufacturers and suppliers of embalming
fluids, casket lowering devices, cemetery
equipment and funeral service products.
Owned and operated for over 120 years by
members of the same family, Frigid Fluid
has the experience to provide their customers with superior products and dependable
service.
FrontRunner (#3023)
Winner of the 2014 NFDA Innovation
Award, FrontRunner technology solutions
feature the only web-based, single-dataentry solution available to funeral homes;
Pulse Business Systemwebsite, management, arrangement, stationery, DVD and
reporting in one completely integrated
platform. Keep a true Pulse on your funeral
business and diversify and grow with our
nationally branded, turn-key cremation and
pet loss business solutions.
www.FrontRunner360.com
US Metalcraft AD
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exhibitor profiles
FRSR
Crematory
Repair (#1059)
FRSR Crematory Repair is
a full-service
operation. We
provide quicker service, better material and
more options to fit your crematory needs.
Not only do we provide service and repairs,
but we offer parts, supplies and accessories.
We are here to keep your business running.
Dont forget to visit our booth for our free
giveaways. www.frsr.us; 651.429.2537
Funeral Call (#3088)

FuneralCall is the team of professional,
friendly receptionists exclusively serving
a variety of death care professionals. We
handle your callers with the same care and
compassion your own staff would display;
we essentially become an extension of your
funeral home or business. Visit our website
and hear how well take care of your calls via
our online call demos. www.funeralcall.com
Funeral Data Manager (#2035)

The Funeral Data Manager concept began
in the mid 1970s when Michael Feeney,
a licensed funeral director, recognized
the need for a management system for his
funeral home. Today, his company is the
oldest continuously owned funeral management program serving the funeral service
profession. We encourage you to avail yourself to our free 30-day trial program,
www.funeraldatamanager.com.
Funeral Home
Gifts (#5017)
Funeral Home
Gifts weaves
heirloom quality
tribute blankets
& personalized
memorial products
for funeral homes
throughout North
America. Only
$84.99 delivered
next day, Our
blankets comfort families, provide revenue
through re-orders, build market share and
transition direct cremation families to personalized memorial services. For a free sample
for an upcoming service, call 1.800.233.0439
or go to www.funeralhomegifts.com.
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ICCFA Magazine
Funeral
Service
Foundation
(#7106)
The Funeral Service Foundation is the leading public foundation dedicated in perpetuity to serve funeral service. In support of its
mission to fund the projects and programs
that support all of funeral service in building meaningful relationships in the community, the foundation commissions innovative
research, funds programs and projects,
administers scholarships, and assists communities in crisis. Learn more at
www.FuneralServiceFoundation.org.
Funeral
Services
Inc.
(#6028)
Funeral
Services Inc.
(FSI) is a
preneed administration and contract recordkeeping company that provides trust solutions
to funeral homes, cemeteries, associations
and financial institutions. With more than 35
years of experience, FSI offers expert knowledge of the funeral service profession and
web-based technology designed specifically
for preneed and perpetual care programs. For
more information, visit fsitrust.com.
Funeral
Showroom
(#1020)
Biggest
casket selection in
the U.S. (400 models all online and in stock).
Next day delivery anywhere (truck two
caskets $95, fly $190). Oversize to 44 inches,
reds, purples, lavenders, urn-shaped 18-gauge
$795 with velvet lining. Solid poplar $895.
20-gauge sealed/brushed $495. All 18-gauge
and woods velvet lined. Better quality, better price, better selection than anyone. Call
1.866.494.5061. www.FuneralShowroom.com
funeralOne (#1027)
FuneralOne is an innovative solutions company leading a movement of change for the
funeral profession. We help funeral professionals innovate, connect with their families
in new ways and become more profitable.
Our award-winning solutions include: the
f1Connect website platform, Life Tributes
personalization software and The Sympathy
Store website plug-In. www.funeralone.com;
1.800.798.2575
FuneralTech (#7016)
FuneralTech innovates technology to help
firms of all sizes. Firms are experiencing
increased market share, new revenue opportunities, stronger family loyalties and higher
profit margins. Our solutions incorporate
management, website, personalized tributes,
marketing, reporting and funeral planning
apps, combined with an unprecedented
ecommerce system. With the profession
changing, technology is more important
than ever. See how FuneralTech can help.
www.funeraltech.com
Glass
Remembrances
(#1036)
Glass remembrances
are created as a work of
art that contains a small
portion of the cremains
of your loved one and
keepsakes that encase
jewelry and flowers
and other memories. In
todays highly mobile
society, people can be
separated from a dear
friends resting place. We create portable
tributes that can always be part of your life.
Granite Resources (#1103)

Granite Resources and Phoenix Bronze Resources will meet all your memorial needs.
Granite memorials, markers, columbariums,
mausoleums, benches, statues, cremation
features, sandblast carving and lettering,
diamond and laser etching. Phoenix Bronze
Resources provides bronze memorials and
architectural plaques manufactured at our
foundry in Aliquippa, Pennsylvania. Visit
www.grcgranite.com for more information.
Granville Urns
(#4111)
Granville Urns,
a family-owned
company, offers
collections of
exceptionally designed and hand-crafted Italian wood inlaid
urns and related memorials. Our individual
works of art present beautiful ways to honor
and memorialize loved ones. View our collections at www.granvilleurns.com or call us
at 1.866.967.9474 for more information.
Dakota AD
FULL PAGE
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exhibitor profiles
Green Burial
Council (#7108)
The Green Burial
Council is the environmental certification organization
setting the standard
for green burial in
North America. We offer environmental
certificates for funeral homes, cemeteries
and product manufacturers. Our education
and advocacy is helping organizations and
individuals within this industry understand
the environmental, societal and economic
benefits of green burial. We hope to make
green burial the new standard.
Heart to Heart
(#5036)
Heart to Heart LLC
is dedicated to enhancing the service of both funeral homes
and cemeteries by providing families the
necessary tools after the loss of a loved
one. The products/services we offer are
priced by design so every funeral home or
cemetery can offer them at no cost to their
families. Stop by booth 5036 for more
information.
Heritage Flower (#5026)

Heritage Flower Co. is a direct importer and
manufacturer of the highest quality of memorial decorations. They have assisted cemeteries in successful flower placement programs
for over 50 years. They are a family-owned
and -operated business that knows the meaning of customer service. 1.877.359.7626;
www.heritageflower.com
Holland
Supply
(#1065)
Holland
Supply
is the industrys
leading
manufacturer of cemetery/funeral grounds and
set-up equipment and supplies. We offer
a complete line of products. Some of the
items we offer are all varieties of tents,
lowering devices, cremation and device
stands, lot markers, probes, urn vaults,
casket carts, dump trailers, mausoleum
lifts and more. 1.800.527.8818;
www.hollandsupplyinc.com
30
ICCFA Magazine
Homesteaders
(#5071)
Homesteaders
is a marketleading, preneed funding company that provides safe,
secure products and services. Our customers benefit from the support provided by
knowledgeable account executives; relationships with Americas top-producing preneed
marketing organizations; superior customer
service; and innovative business management
tools. Rated A- (Excellent) by A.M. Best Co.
Stop by booth 5071 to learn more or visit us
at homesteaderslife.com.
Honor Life (#2088)

Honor Life is a supplier of granite memorials featuring personalization at no extra cost,
from unlimited lettering and emblems to
engraved photos, all at no additional charge
with expedited production time. Featuring
our online designer and ordering system. We
also offer a full line of private family estates,
cremation estates and niche construction.
1.800.585.5768; www.honorlife.com
Howard
Miller (#2010)
Howard Miller
delivers high
quality, attractive, namebrand cremation products
to funeral
providers nationwide. Our memorial line
includes mantel clock urns, chest urns,
keepsakes, scattering tubes, and medallions. Hekman Furniture is a sister company of Howard Miller and offers its fine
contract grade furniture with factory direct
pricing to funeral homes and cemeteries.
Ingram Construction
(#3044)
Ingram specializes in
mausoleum and columbarium design and construction. We have built
over 672 projects in 38
states. We are a design/
build firm that performs
or directs every aspect
of design and construction. Our philosophy is quality construction
at reasonable prices. Our staff works together
to provide an experienced, professional and
sensitive approach to serving our customers.
1.800.346.3395 or 601.856.4906.
Inman Shipping Worldwide (#4071)

Inman Shipping Worldwide is Americas
oldest, most comprehensive, and most reliable international shipping service. Over
the past 35 years, Inman has become the
leader in nationwide shipping, offering its
same experience, integrity, and personal
service globally. We guarantee our price
and the quality of service that we provide.
We are everywhere you need us to be.
Insight
Books
(#5038)
For over
30 years,
Doug Mannings publishing company
has been providing quality resources in
the areas of grief and bereavement that
allow funeral directors to be valued guides
for their families. Our Certified Funeral
Celebrant training offers new ways for the
profession to serve families. Our goal is to
improve funeral service for firms and for
families. 1.405.810.9501;
www.insightbooks.com
J Stuart Todd
Architects (#5078)
JST Architects specializes in the particular
requirements of funeral
industry and cemetery
architecture. Whether it
is funeral home designwhich must include
special knowledge of funeral home operations, preparation and dressing facilities,
selections rooms and merchandising centers,
viewing areas and reception centersor crematory design, JST Architects has the knowledge and experience to get the job done.
Jack Goodnoe
Cemetery Planning
and Design (#2099)
Every cemetery has
unique opportunities,
needs, and goals for their
future growth and development. Jack Goodnoe
will work with you to
establish strategies for using your land resources to full advantage. He
can help you develop a master plan, design
sections and columbarium facilities, establish
phasing strategies, and secure agency approvals. Please visit our website at
www.jackgoodnoe.com or call 734.769.1400.
Batesville AD
FULL PAGE
page 31
4-COLOR
Convention sponsors
Sponsors enable the ICCFA to offer excellent programming while keeping registration fees low.
exhibitor profiles
AlanCreedy.org
American Funeral Financial
American Memorial Life Insurance Co.
Answering Servie for Directors (ASD)
Assurant Life of Canada
Astral Industries Inc.
Batesville Casket Co. Inc.
Clearpoint Federal Bank & Trust
Coldspring
Cypress Lawn
Disrupt Media
Eckco Products
Forest Lawn Memorial-Parks &
Mortuaries
Forethought Financial Group Inc.
Funeral Directors Life Insurance Co.
(FDLIC)
Green Hills Memorial Park
Guerra & Gutierrez Mortuaries
Hepburn Superior US Chemical
Holman Howe Funeral Home
Independence Trust Co.
INEX Inc.
Inglewood Park Cemetery
Johnson Consulting Group
Live Oak Bank
Madelyn Co.
Matthews International Corp.
Michigan Memorial Park
NGL Insurance Group
NOMIS Publications Inc.
NorthStar Memorial Group
Physicians Mutual Insurance
Precoa
Regions Bank
Riviera Tailors Ltd.
Service Corporation International
Sinosource International Inc.
Jefferson Financial (#1114)

Jefferson Financial is a funeral funding
company handling life insurance reassignments. Jefferson specializes in fast funding,
verifying the policy for you and working
with the insurance companies so funeral
homes can focus on their business. Please
visit our booth and register to win in our
drawing for American Express gift cards.
Also, please visit our website at
www.JeffersonFin.com.
John Berger
Hardwood
Containers
(#4027)
John Berger
Hardwood
Containers has
been producing
the finest handturned and -carved hardwood urns since
1998. This year we are pleased to introduce our new line of crushed turquoise and
coral inlaid urns. We would love to show
them to you. Please stop by booth 4027
or contact us at johnberger@q.com or
505.514.6867.
Johnson
Consulting
(#3096)
Johnson
Consulting Group is a funeral home and cemetery
consulting firm specializing in mergers
and acquisitions, business valuations, bank
lending, accounting services, business
performance analysis, business performance improvement, customer survey/
sales analysis program and incentive
compensation programs. Contact us today
at 1.888.250.7747 or visit us at
www.JohnsonConsulting.com.
Spring Grove Cemetery & Arboretum

Starmark Funeral Products
StoneMor Partners LP
Supernova International Inc.
Texas Funeral Directors Association
The Academy of Professional Funeral
Practice
The Gardens at Gethsemane
The Signature Group
Wuxi ANA Industries Co. Ltd.
Visit www.iccfaconvention.com
for a current list of sponsors
32
ICCFA Magazine
Kanga-Woo (#5091)
Kanga-Woo first call pouches provide an
exclusive, top-quality, tailored-made first
call pouch. Unlike the traditional first call
pouch, Kanga-Woos technology presents a
more efficient first call pouch that focuses
on ease and use that standard pouches
miss. Visit www.Kanga-Woo.com to view
the complete line of new features with
modern colors and fabric designs.
Keith M.
Merrick (#5023)
The Keith M.
Merrick Co.,
Inc. has provided
quality and innovative printed
memorial products
to funeral homes for over 80 years. The
family-owned and -operated business does
all of its own design and print production
in-house. Merrick prides itself in its ability
to fill special orders at a fair price. Stop by
our booth.
Kelco Supply
(#3100)
Kelco Supply
is the supplier
dedicated to
serving funeral
professionals. Our core mission is to provide our clients with the same exemplary
level of service and respect that they provide for the deceased and bereaved. Like
youre there for your families, were there
for you!
KMI
Columbaria
(#5053)
Who says
that columbaria should be standard cookie cutter
shapes? Families are extremely attracted to
the unique columbarium designs that KMI
has created to reflect the flavour of the
community and cemetery. We say give
em what they want. Our modularization
technology provides high quality customization at reasonable pricesthats value.
Inventor of the all-aluminum niche system.
Talk to us. www.kmicolumbaria.com
Kryprotek (#3042)
Kryprotek, the big black box, is the best
protection available for your mausoleum,
staff and customers. For over 20 years,
the durable, lightweight, easy-to-use
Kryprotek has been helping cemetery professionals contain spills, transport remains
and keep their facilities clean. Come visit
us at booth #1059. www.Kryprotek.com;
1.800.826.9406
Federal Coach AD
FULL PAGE
page 33
4-COLOR
exhibitor profiles
Legacy Touch Keepsakes (#4115)

Legacy Touch Keepsakes specializes in creating beautiful, personalized keepsakes to
help celebrate the unique life of a loved one.
Our memorial keepsakes feature engraved
fingerprint images, as well as personalized
inscriptions. We offer 24-hour turnaround
on the majority of our keepsake products.
Through our ecommerce experience, families can order online and funeral homes are
always credited. LTKeepsakes.com or call
855.802.6800.
LGS Refining (#1061)
LGS Refining provides a 100 percent
compliant solution for
crematory metal recycling. We are the only
service provider in the
industry that processes
all crematory metals
in-house. Each transaction is certified to
provide a traceable record of proper disposal. No sorting, no contracts, no hassle,
no kidding. Proud to be a veteran-owned
company. Contact us at 1.800.988.0109 or
info@LGSrefining.com.
LifeArt
(#1012)
LifeArt
produces the
worlds
leading
environmental cremation casket. Our product
allows funeral businesses and consumers
the option to fully customize their casket
or choose from our range of contemporary
designs or traditional wood finishes. Our caskets are fully functional and can be equally
utilized for cremation or burial. Contact Andy
913.207.5446 or visit www.lifeart.com.
Live Oak
Bank (#6080)
At Live Oak
Bank, our lenders specialize
in funeral home
lending nationwide. We provide financing for acquisitions,
succession planning, refinances, remodels
and expansions. As one of the nations leading funeral home lenders, we truly understand the industry and offer a unique and
efficient financing solution.
www.liveoakbank.com/funeral-home-loans/
34
ICCFA Magazine
LoveUrns (#4047)
Transforming urns into LoveUrns,
LoveUrns, LLC. is driven by lovelove
for craftsmanship, love for quality, love for
the memories, love for creating the finest
urns. Drawing from over three decades of
expertise creating the finest handicrafts, we
produce urns that are more a reflection of
love than mass production. The complete
range can be seen at www.LoveUrns.com.
LP Bronze
International (#5117)
As we all know, we
are in the cosmetics business when it
comes to selling crypts
and niches. The nicer
and richer they look,
the faster they sell. LP
Bronze International
Inc. memorialization
architects will help you
design the best selling and most economical solutions. See you at our booth and
visit us at www.lpbronze.com.
Mabrey
Products
(#4013)
We hand
craft
personal
memories daily. Handmade in our woodshop in Chico, California, by craftsmen
(and women), our urns are built with solid
hardwoods and feature personal photography, laser engraved personalization,
exotic wood inlays and custom care. Were
proud of the high quality urns we produce
the old-fashioned way, one at a time in
America by people who care.
Madelyn Co.
(#5039)
Madelyn Co.
is a respected
keepsake pendant supplier
serving funeral
directors and
their families
since 1993. They have always had a simple
purpose: to enable others to cope more
easily, to hold a source of comfort in their
hands and to find peace in their hearts.
www.Madelynpendants.com;
1.800.788.0807
Matthews Cremation (#4016)

Matthews Cremation, a division of Matthews International Corp. (MATW) is
focused on the success of our clients and
environmental responsibility. As a total solutions provider of innovative products and
services, Matthews Cremation produces
cremation equipment, crematory accessories, environmentally-friendly caskets and
service support materials to serve clients
worldwide. Contact 1.800.327.2831 or
MatthewsCremation.com.
Matthews International (#3016)

With unmatched quality and expertise,
Matthews Cemetery Products leads the
industry with innovative tools and a
comprehensive product offering of bronze
and granite memorials and monuments,
cremation memorialization products, mausoleums and cemetery features and statues.
Matthews continues to develop new
products and services to meet customers
ever-changing needs. Ask about innovative
memorialization options and how to better
serve cremation families.
Mausoleum
Supply Inc.
(#6007)
The Mausoleum Protector (MP)
is the most
advanced
casket
enclosure.
MPs are
the only enclosure to offer lifting handles,
providing an easier and safer entombment
process. Pete Flood has made several product improvements to his original MausoGuard design, including: locking rails with
compression legs, rail joint clips and a cold
weather rail design. Contact Mausoleum
Supply 863.646.2222 or
www.mausoleumsupply.com.
Passages AD
FULL PAGE
page 35
4-COLOR
exhibitor profiles
McCleskey
Mausoleums (#1089)
Since 1961, McCleskey has been a trusted
partner with know
ledgeable personnel
who have designed/
constructed over
1,000 custom mausoleums in over 40
states. As market conditions changed,
McCleskey developed innovative concepts
that better served clients, creating a personal approach that resulted in outstanding
repeat customers. McCleskey professionals
are now ready to discuss your next project.
Corporate office: 1.800.622.5759.
Meadow
Hill Corp.
(#3002)
The first to
launch fingerprint keepsake jewelry, Meadow Hill replicates the unique attributes of
fingerprints and petprints, using
alwaysthe preferred technique of lost
wax casting for its Thumbies & Buddies.
With those same prints, funeral directors can now monitor decedent identity.
Meadow Hill continues to be the leading
innovator for funeral professionals on both
the artistic and technology fronts.
Memorial Business Systems (#1043)

NEXUS: The best way to start your day.
Software that flows: inventory, ownership,
installment accounting, with complete automation of taxes, trusts and commissions,
integrated with color-coded GIS mapping,
and 250+ reports. Customer pre-approved
data conversions, and our live legendary
support and now with our integrated funeral
home module, two-three free upgrades annually. Call 1.800.844.4447.
Memoriams.com (#1009)
Memoriams.com is a free service that
allows you to place multiple obituaries in
any U.S. newspaper. You can see the price
immediately, send a proof to the family
and submit and pay in one simple process. Designed with funeral directors and
newspapers, Memoriams.com allows you
to focus on the families you serve.
36
ICCFA Magazine
Memory Glass
(#4107)
Memory Glass,
the original
glass keepsake
company, continues to be the leader in this market since
2002. Skilled artists create memorial keepsakes utilizing a small amount of cremated
remains, soil or sand suspended within solid
glass. Our products provide incremental
sales opportunities and do not replace urn
sales. Become a vendor by emailing Kim@
memoryglass.com or call 813.765.7386.
Merendino
Cemetery
Care (#3008)
Experience
the difference.
Merendino
Cemetery
Care offers exceptional mowing, trimming,
interment, entombment and cemetery care
services to clients in the Midwest and Northeast. Specializing in cemetery care, the Merendino team receives ongoing sensitivity as
well as quality and operational training. We
are here to help you bring the best possible
experience to the families you serve.
Messenger (#4114)
Messenger has been the leading manufacturer
of funeral stationery products, including
register books, service folders, acknowledgements, prayer cards and laminated bookmarks, since 1913. We also lead the way in
technology solutions with our digital Expression Guest Registry, Floral Xpress, Xpress
Donations, Legacy Touch Keepsakes, Make
It! personal printing software and more.
Satisfaction guaranteedits our promise.
Experience the difference.
www.messengerstationery.com
Miller
Architects
(#1042)
Miller Architects &
Builders is
your single-source funeral home specialist
for development, architectural design and
construction services. With over 140 years
in business and 40 years in funeral home
design and construction, we understand the
needs of the funeral home industry. Planning new construction, a second location,
expansion/remodeling, let our team guide
you through the process. 1.800.772.1758;
www.millerab.com
Milne (#3010)
Since 1953, Milne
has been the industry
leader in the design
and construction of
quality poured-inplace concrete mausolea and columbaria
throughout the United
States, Canada and Australia. Milnes
services and products include cemetery
master planning, architectural design, construction, vandalstop screws, Westminster
lowering devices, Lifes Memories SGX
glass memorials, virtual reality videos and
a ViewFINDER inventory control program. www.milneconstruction.com
MKJ Marketing (#3106)

Any website over three years old has antiquated SEO, which means the site is less
likely to be listed in Google and Yahoo
searches. Your website should bring business to your firm, but it cant if families
cant find it. Stop at the MKJ Marketing
booth to learn what your website should be
doing for your firm.
Mortuary Lift
Co. (#6036)
Since our inception, the Mortuary
Lift Co. has been
providing top
quality, dependable body lifts
to funeral homes, morgues and hospitals
worldwide. For over 50 years, our ULTIMATE 1000 LIFT and track systems
continue to be one of the best selling lifts
in the funeral industry. We stand behind
our product because it is the ultimate in
prep-room lifting.
National Association of Colleges of

Mortuary Science (#7107)
National Association of Colleges of
Mortuary Science is an organization of
member mortuary schools/programs from
all over the U.S. One of the main functions of NACMS is to provide scholarships
yearly to member school students who apply through the American Board of Funeral
Service Education. NACMS also provides
scholarships to funeral service educators
who are working to further their education.
Matthews AD
FULL PAGE
page 37
4-COLOR
exhibitor profiles
Look for the signs

in the Expo Hall
first-time exhibitors (above, So
Impressives booth
at the 2012 convention), PLPA (Pet
Loss Professionals
Alliance) supplier
members and 2014
KIP (Keeping it
Personal) award
winners.
Look for the KIP Award display in the

Expo Hall to learn about the 2014 winners.
38
ICCFA Magazine
National Guardian Life (#2063)

National Guardian Life Insurance Co.
(NGL) provides a competitive funeral
prefunding portfolio, cremation awareness
marketing materials and more. NGL has
been one of Americas most successful
and highly rated independent mutual life
insurance companies for over 100 years,
supported by an A- (Excellent) rating from
A.M. Best and assets nearing $3.1 billion.
Learn more at NGLIC.com.
National
Mortuary
Shipping
(#1013)
NMS assists
hometown
directors with out-of-town deaths and has
been the funeral industrys trusted source
as a full-service provider for over 30 years.
We are proud to offer domestic and international shipping, cremations, removal
services, embalming, livery, airline transfers, flight booking, graveside services and
disinterments, as well as assistance with
shipping requirements, death certificates
and airline requirements.
Natural
Legacy
USA
(#2011)
Looking
for an easy
to implement natural burial option? Natural Legacy
USA offers an innovative line of woolen
caskets that are gentle on the eye and soft
to the touch. When combined with a Grave
Guard outer burial container these biodegradable caskets allow funeral professionals an easy to implement natural burial
solution. See us at ICCFA booth 2011 or
www.naturallegacyusa.com.
Nectar Urns
(#5005)
Nectar Urns
is where you
will find a great
selection of
handcrafted
urns at great prices. When you purchase one
of our cremation urns, you are purchasing
some of the finest urns crafted. Each of our
products is designed with absolute quality
in mind. We are a distributor of the finest
cremation urns from around the world.
New Memorials Direct

(#4000)
New Memorials Direct
designs, manufactures and
sells cremation jewelry and
fingerprint jewelry. We offer high quality, beautifully
designed precious metal
and stainless steel pendants. Same-day engraving and shipping,
outstanding quality, lowest prices, highly
accurate order fulfillment, proven popular
styles, easy to handle square screw and
screwdriver provided; 100 percent satisfaction guaranteed. 1.877.995.8767 or
www.NewMemorialsDirect.com for a free
fingerprint display.
NFDA
(#2038)
NFDA is
the leading
and largest
funeral
director association in the world. NFDA
is the strongest advocate for the funeral
service profession. We offer comprehensive educationalresources and access to the
largest network of funeral service experts.
Join us in Indianapolis, Indiana, October
18-21, for the NFDA International Convention & Expo. Visit www.nfda.org today.
Nomis
(#3013)
Nomis Publications Inc.
publishes the
most widely
circulated
media for the funeral and cemetery industries. Annual publications include the
Funeral Home & Cemetery Directory and
Buyers Guide. Funeral Home & Cemetery
News, a trade newspaper, is published
monthly. www.nomispublications.com
offers a comprehensive online directory,
FH&C News online and online classifieds.
P.O. Box 5159, Youngstown, OH 44514;
1.800.321.7479; Fax 1.800.321.9040;
www.nomispublications.com;
info@nomispublications.com
NorthStar (#6043)
Our company allows you to be the guiding
light from anywhere in the world.
Star Graniste AD
FULL PAGE
page 39
4-COLOR
exhibitor profiles
OrthoMetals
(#6052)
We process metals
after cremation.
OrthoMetals is a
fully certified and
registered company with more than 15 years
of experience. We conduct the collection and
recycling of metals for crematoria worldwide. Get to know us; we will be more than
happy to demonstrate how we can serve your
crematorium. www.orthometals.com
Osiris Funeral Home Software (#5074)

Osiris Funeral Home Software by Funeral
Directors Resource Inc. delivers funeral
home software as a service with no upfront
cost and no long term obligation, just a
low monthly fee starting at $65 per month.
Accessible from any computer or even
your smartphone, Osiris uses your existing
forms and can integrate with your website
and Quickbooks.
Paradise
Pictures
(#2040)
Paradise Pictures provides
beautiful porcelain memorial portraits made entirely in the United
States. In addition to our portraits, we offer
state-of-the-art GPS connected online.
No QR Code required. Please stop by our
booth for a personal demonstration of our
technology and to see our beautiful work.
1.800.960.8040;
scott@paradisepictures.com;
www.paradisepictures.com/iccfa and
www.admiredlife.com
Park
Place
Equity
(#5003)
Park
Place
Equity is a direct funeral home lender that
can provide capital for expansion, acquisition and consolidation. Our program offers
competitive interest rates and terms for the
death care industry. Through our expedited
approval process, well guide you through
every step, so you have time to focus on
what you do bestserving the families in
your community.
www.parkplaceequity.com
40
ICCFA Magazine
Passages
International
(#4034)
Passages
International
leads the
industry in eco-friendly and green funeral
products. Our extensive selection of biodegradable urns, scattering tubes and wicker
caskets are sure to exceed your families
expectations. We have the profitable solutions you need to cater to the ever-changing funeral consumer. Stop by our booth
to see whats new and become a partner
provider of aGreenerFuneral.org.
Paws
Rest
(#1030)
Paws Rest produces the highest quality
handcrafted pet caskets in the market. In
addition, Paws Rest will be introducing
its new casket/vault combo and its new
unique urn offering at the convention. Be
sure to stop by our booth to find out more
or visit us at www.PawsRest.com. We look
forward to seeing you there!
PETS LLC (#1101)
PETS LLC provides
a proven online
tracking software
that electronically tracks every individual
pet and offers an established methodology for business. Bringing a new standard
to the industry, this software helps pet
cremation companies improve customer
satisfaction, increase sales, streamline the
implementation of business services and
establish credibility with new clientele.
Visit www.trustedpetcremation.com to
learn more.
Physicians Mutual (#2027)

The Physicians Mutual family is a premier
provider of preneed insurance products.
In collaboration with The Outlook Group,
we entered the preneed market to better
meet the needs of funeral home owners
through innovative product and marketing solutions. We have proven results
and can help you grow and protect your
preneed business. Put us to work for you.
877.932.3239;
www.physiciansmutual.com/preneed
Pittsburgh
Institute of
Mortuary
Science (#3090)
PIMS is one of the
premier funeral
service educational
institutions in the country. The institute offers
three different programs, in-residence, which
vary from three to five trimesters in length,
and four different bachelor degree options.
PIMS OnLine now enables the student to
pursue professional funeral service education at a distance from home or office via the
Internet. 1.800.933.5808; www.pims.edu
PlotBox
(#2113)
PlotBox is
a costeffective,
secure
platform simplifying the control of cemeteries and crematoria, using locationally-driven
data. We can efficiently and accurately map
cemeteries and we integrate this expertise into
a complete software solution that meets management needs. The result is a beautiful cloud
platform that easily connects all stakeholders,
offering clients a revenue stream via their
interactive genealogy portal.
Pontem (#5065)
Flexible, affordable, easy to useits no
wonder Pontems cemetery management
software is a No. 1 choice among cemeteries nationwide. A powerful data manager,
standard and Esri-engineered, GIS mapping
options, image and document management,
an online burial search with genealogical
information, living memorial pages, a mobile
application, kiosk option and more. Call tollfree, 1.888.742.2378; sales@pontem.com;
www.pontem.com/movie.
Porcelains Unlimited (#1081)

Porcelains Unlimited offers the fastest
turnaround time on all kiln-fired porcelain
averaging delivery in 10 days after proofs are
approved with benefit of simple website order
process. See their new indoor product line
featuring 48-hour turnaround on porcelain
cameos for urns, keepsake boxes, jewelry and
more. Visit Porcelains Unlimiteds booth to
see what new products they have cooking.
Zontec AD
1/4 V
The Verdino Co. AD

1/2 V
4-COLOR
Flowers for Cemeteries

AD
1/4 V
4-COLOR
March-April 2015
41
exhibitor profiles
Precoa (#3029)
Precoa (The Preneed
Company of America)
continues to be a
preneed industry leader,
providing funeral homes
with solutions to build their market share
and serve more families. Our ProActive Preneed program offers leading funeral homes
proven sales methods, effective marketing
programs, innovative technologies and positive customer experiences. Coupled with
excellent financial security, Precoa builds
lasting partnerships with unrivaled results.
Premier
Columbaria
(#5025)
Highest
quality
columbaria at extraordinary prices. Premiers
belief is that good design and high quality
should be affordable. We focus on designing
and manufacturing the best value columbaria
and cremation memorial products. From a
large custom project to the smallest order, our
staff will strive to exceed your expectations.
Installation available worldwide. Premier
has manufactured memorials since 1896.
1.800.426.5973
www.premiercolumbaria.com;
Progressive Environmental Services

(#3003)
Established in 1980, Progressive Environmental Services is an environmentally compliant direct refiner of post-cremation metals,
including medical devices, prosthetics, and
dental implants. Serving over 1,200 crematoriums around North America, our highly experienced team is here to assist you with your
recycling needs. To learn more about our
direct refinery, please contact 1.800.323.9785
ext. 8819, info@progressive-environmental.
com; www.progressive-environmental.com
Qeepr
(#2075)
Qeepr [keeper] is the
first social memorialization platform created
for funeral professionals and their families to
connect with one another. Qeeprs mobile application is perfect for monument distributors
and cemeteries to offer virtual monuments
with advanced scanning technology and
geo-location capabilities, allowing visitors to
discover lifestories and obtain instant monument directions. Reach out: www.qeepr.com;
info@qeepr.com. Live demo at booth 2075.
42
ICCFA Magazine
Book signing by keynote

speaker Tim Sanders,
Thursday, April 9,
12:15 p.m. at the
Regions booth (#4063)
R&S Designs
(#2009)
A leader in the
industry since
1989, R&S Designs is proud to
offer our richly designed marble urns and
keepsakes through major distributors. Our
products are perfect for home disposition
and glass front niches. Our urns are natural; the marble is from the earth. Come to
Booth 2009 to see memorials which reflect
the importance of a loved ones life.
Regions Funeral & Cemetery Trust

Services (#4063)
Regions Funeral & Cemetery Trust
Services takes a consultative approach to
providing comprehensive solutions that
meet the investment and trust administration needs of our clients. Learn how our
dedicated team can help you. Call Jim
Breaux, director of administrative services
at 713.693.5300.
Richards & West (#5089)
Family owned and operated for 32 years, Richards
& West Inc., East Rochester, New York, is a premier
fine jewelry designer and
manufacturer. In their
on-site workshop, artisans
craft the Precious Vessel
Collection of cremation
fine jewelry. The collection provides funeral
service professionals with a successful
way to meet the wants and needs of those
who have lost a loved one.
Riviera Tailors (#1005)

Since 1962, Riviera Tailors has been the
leading custom tailor from Hong Kong
specializing in custom-made shirts, suits
and uniforms. Our quality and value will
make you come back to us again and again
with confidence. Visit George Balani at our
booth for a complete range of fabrics for
shirts and suits. 718.809.4234;
email: gbalani@rivieratailors.com
RK Productions
(#5001)
The Everafter Collection, unique carved
stone urns, keepsakes
and candle holder
urns all handmade
in North America.
Original designs; custom engraving available. Hand-painted, real natural carved
stone designed with families in mind. Celebrating life with art, all at very affordable
pricing. We are the largest North American
producer of handmade stone products. Toll
free, 1.888.275.7763; www.rkurns.com
Roquemore Marble &
Granite (#6065)
Roquemore Marble &
Granite was established in
1984 and is a wholesale
supplier to the monument
and cemetery industry
throughout North America. Our product lines
include flower vases, cremation urns, statuary, memorial benches and monuments. The
designs are timeless and enduring. We also
offer assistance with custom designs. Please
visit us. www.roquemoremg.com
Salem Stones (#3089)
Salem Stones is a leading
granite supplier serving monument dealers, funeral homes
and cemeteries. We have a
wide variety of inventory,
including monuments, mausoleums and columbaria that can be shipped
from any of our two warehouses located in
Columbus, Ohio, and Elberton, Georgia. We
offer in-house sandblasting, laser-etching
and hand-etching services. 1.866.834.1219;
SalemStones.com
Sanctuary Reserve (#5110)
Sanctuary Reserve provides a nonmemorialized interim destination for both
claimed and unclaimed cremated remains.
Sauder Funeral
Products (#1047)
Give families
what they really
want: affordable,
attractive and versatile caskets suitable for
burial or cremation and made in America.
Sauder Funeral Products, a second- and
third-generation family-run business, offers
a casket line revolutionary in value and
unparalleled in appearance and quality.
Hand-built and finished in the finest wood
patterns, our engineered-wood caskets offer
a no-compromise value. 1.866.419.3010;
www.sauderfuneralproducts.com
Live Oak Bank AD

FULL PAGE
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exhibitor profiles
Security National
Life (#1028)
We provide life
insurance and annuity products to
fund prearranged
and prepaid funerals. We believe the
preneed industry is as service oriented as
our funeral home client base. Our goal is
providing client relationships with competitive preneed products and services. Our
strategy is educating clients on how our
service approach to marketing increases
their ability to serve families.
ShivaShade (#5034)
ShivaShade eco-friendly products: AbsorbIt (incision sealant), also Blood BeGone
soap that removes dried blood and fingerprint ink. Very Berry (available in gel cap
for coolers) and Very Lavender, a room
deodorizer to neutralize de-com. Suture
BeGone, a glue to bond skin or cranium
no more stitches. Dries clear; put makeup
on over it. All products made in USA.
Sinosource (#5000)
Since 1994, SinoSource
International has been
a pioneer in cremation
urns and memorialization products. Our offerings include cloisonn,
wood, memorial chests,
marble, cultured marble, brass, stainless
steel, eco-friendly, leather, jewelry, resin,
keepsakes and appliqus. Our low cost/
high value cremation urns and keepsakes
help funeral professionals increase customer satisfaction while driving profitability.
Southern Cemetery, Cremation and

Funeral Association (#5037)
The Southern Cemetery, Cremation and
Funeral Association is a regional organization established to help promote the
funeral industry in our region by coming
together as family. Please stop by our
booth to see how being part of the Southern family can benefit you. Join us at our
2015 convention at the Embassy Suites at
Kingston Plantation, Myrtle Beach, South
Carolina.
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ICCFA Magazine
SRS Computing
(#2003)
SRS Computing is
a premier software
developing company
focusing on management software for
the funeral home, crematory and cemetery
industry. Since 1999, SRS software products
are nationally recognized as cutting-edge
applications that are utilized by clients to
manage their businesses across the United
States, Canada, Australia, Italy and Poland.
Free demo software is available at
www.srscomputing.com or call
1.800.797.4861.
Star Granite & Bronze (#3052)

Star Granite and Bronze is a full-service
granite and bronze memorialization company
offering a comprehensive product line of
bronze memorials, monuments, grass markers, memorial benches, features, columbariums and private mausoleums. Star Granite
and Bronze is committed to providing quality
memorials, blended with excellent customer
service beyond our customers expectations.
For more information, call 1.800.241.7242 or
visit our website, www.stargranite.com.
Starmark (#7034)
Starmark products are sold direct to funeral
homes, cremation societies and crematories
nationwide. Products are packaged on skids
and shipped via common carrier to provide
the most competitively priced products
available. Starmark products are designed to
appeal to consumers in design, function and
price while providing funeral professionals
the ability to price their products competitively and generate higher profit margins.
StarService Alliance (#2060)

StarService Alliance is a membership
group for independent cemeteries and
funeral homes. We provide over 20 supplier partners (and growing!) that have
programs to increase your revenues or
lower your cost to operate. You choose the
suppliers you partner with. Members are
also provided a private communication
forum to share operational ideas to grow
your business. Call 832.818.4897 or
www.starservicealliance.com.
Sunset Memorial & Stone (#1011)

With over 22 years of experience manufacturing custom columbaria, Sunset Memorial & Stone is turning heads in the industry
for its high quality granite columbaria
designs. Working collaboratively with
cemetery management and architects from
coast to coast, Sunset is recognized for
innovation, quality craftsmanship, standard key lockable aluminum interior niche
doors and outstanding customer service.
1.800.363.3393; www.sunsetstone.com
SunTrust Bank
(#6041)
SunTrust provides a variety of
financial services
to death care organizations of all sizes, and
has grown to become one of the countrys
largest financial service institutions servicing the death care industry. We feature
a range of funeral and cemetery trust
dervices to cover all of your individualized
needs.
Terrybear Urns & Memorials (#5082)

For over 20 years, Terrybear Urns &
Memorials has designed and provided
cremation urns and keepsakes for loved
ones and loving pets. Each memorial piece
supports our mission of providing beautiful and affordable urns for families. View
our product catalogs at www.terrybear.
com. U.S. and international distributor opportunities are currently available. Contact
us today at 1.888.588.8767.
TerWisscha
Construction Inc.
(#6083)
TerWisscha Construction Inc. has
been providing professional services
to the death care
industry throughout the U.S. for 25+ years.
We build state-of-the-art facilities and
renovate/expand existing facilities for the
future. TWC will turn your dreams into a
unique, functional floor plan and assist you
in developing a realistic budget by analyzing your business. ICCFA booth #6083.
Carrier AD
FULL PAGE
page 45
4-COLOR
Check out the ICCFA Welcome Lounge in the Expo Hall
Spend some time in the ICCFA Welcome Lounge, where you can learn
about the association, rest or chat
with ICCFA representatives.
exhibitor profiles
The Champion Co. (#2064)

For the last 135 years, The Champion Co.
has provided the funeral profession with
leading edge technology in the development
of preparation products. Champion presents
a full line of traditional, reduced exposure,
formaldehyde-free and eco-certified products.
Consider Champions specialty products, formulated for even the most difficult of cases.
Call us at 1.800.328.0115 or view us online at
www.thechampioncompany.com.
The Davey Tree Expert Co. (#1044)

The Davey Tree Expert Co.s more than
8,000 employees provide tree care, grounds
maintenance and environmental consulting
services for the residential, utility, commercial and government markets in more than 47
states and five Canadian provinces. Davey
has provided Proven Solutions for a Growing World since 1880 and has been employee-owned for 35 years. For more information,
visit www.davey.com.
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ICCFA Magazine
The Davis Whitehall

Co. (#3092)
Davis Whitehall creates
one-of-a-kind customized cremation urns.
Handcrafted in America, using domestic and
exotic hardwoods, each
urn is designed to honor and memorialize the uniqueness of every
individual. When preserving a memory, it
must be perfect.Terry School, president
of The Davis Whitehall Co. Contact us at
1.800.818.8414 or design@davis-whitehall.
com. Visit our website at
www.davis-whitehall.com
The Dodge
Co. (#5040)
A familyowned and
-operated business since 1893, Dodge Co.
is the manufacturer and distributor of a full
line of funeral, cremation and cemetery supplies and equipment. Please visit our new
website with access to the Dodge webstore
at www.dodgeco.com. Our partners, Consolidated Funeral Service, InSight Books and
Capture Bead Keepsakes, offer solutions to
enhance your business.
The Foresight
Companies (#1053)
A leading provider of
full spectrum financial
and management consulting for the funeral
home and cemetery profession. Offering
comprehensive solutions in accounting,
human resource, surveys, valuations,
M&As, financing, succession planning
and re-engineering; our professionals can
help you increase business efficiency and
profitability while allowing you to focus
on the compassionate delivery of service
to your community.
The Life Chest
(#1110)
The Life Chest provides a special place
to keep your most
treasured memories.
It replaces the old
shoebox of family
collectibles with an
heirloom quality chest. The Life Chest
accompanies individuals and families
through every phase of their life, from
a major milestone to the most intimate
memory. A discreet place to hold an urn
with timeless personal keepsakes.
www.thelifechest.com
Kryprotek AD
1/2 H
Withum AD
1/4 V
ASD AD
1/4 V
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March-April 2015
47
exhibitor profiles
The Tribute
Companies
(#1063)
Your success begins with Tribute.
For over 40 years,
our company has
provided cemeteries with quality solutions
to meet their management and development needs. Our divisions include: cemetery
professionals offering generations of experience, design and construction creating value
through custom-build services, precast products, mausoleum crypts, cremation niches,
lawn crypts and burial vaults. Contact us for
your quality solution. 262.367.9991;
www.tributeinc.com
Tile Artisans (#6023)

Tile Artisans is a Florida-based company,
and one of Americas largest provider of
memorial portraits in porcelain and steel.
In addition, the company is the leading
fabricator of sacred art murals, art in public
places murals and historical murals in
porcelain tile and hand-cut glass mosaic.
1.800.601.4199; www.tileartisans.com and
www.artisanmemorialportraits.com.
Trigard (#2041)
Why should
you visit a vault
companys booth
while at ICCFA?
You want to
grow, and so do we. Trigard has proven
tools to help you generate new revenue
streams. We will help put money back in
your pocket by increasing your average
vault sale and introducing you to new cremation solutions that will help you grow.
1.800.637.1992. www.trigard.com
Triple H (#3001)
Triple H manufacturers and distributes
cemetery, crematory, mausoleum and
funeral products. It
was founded in 1950
by cemeterians Robert E., David N. and
David W. Hepburn. For many years the
tradition continued under the supervision
of Robert, Ellen and Jim Hepburn. Today,
Jim and his fine staff continue to provide
quality products and service.
Call 1.800.252.3444; website:
www.triplehcompany.com.
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ICCFA Magazine
Trust 100 (#2092)

Trust 100 specializes in preneed,
having demonstrated longevity
and stability since
1979. We have the programs, the systems,
the strategies and the people to help funeral home owners prepare for the new era
of funeral service. Partnering with Trust
100 assures you have a committed focus
for the future of your business. Bob Ekins,
513.470.1266; bob.ekins@trust100.com;
www.trust100.com
U.S. Cremation Equipment (#2052)

U.S. Cremation Equipment manufactures
high performance human and animal
cremation systems, and is the fastest growing cremation company in the U.S. The
Classic series human cremators feature
unmatched throughput, reliability and durability. A one-stop shop for all crematory
needs, U.S. Cremation Equipment offers
quick-response expert service, repairs,
parts and supplies, and an elegant collection of memorial urns.
Vac-Tron
Equipment
(#6106)
Vac-Tron
Equipment
is the industry leader in industrial vacuum
with air excavation equipment. Our equipment provides soft dig excavation used to
create plots and install headstones for a
quick and safe process. It enables excavation from up to 150 feet away from the
machine. Vac-Tron Equipment has the
right equipment for the job. Call for more
info, 1.888.Vac-tron.
Vantage
Products
(#2071)
Vantage Products Corp. is a premier
manufacturer and provider of a wide
range of funeral and death care interment
products. Vantage has spent years of R&D
to create and provide products that exceed
all expectations, made from engineered
materials that deliver superior performance
for the ultimate in strength and protection.
Vantage Products Corp., 960 Almon Road,
Covington, GA 30014; 1.800.481.3303.
Webcemeteries.com (#5062)
We integrate
Living Memorial pages on
your website
with your own
public app for
GPS navigation and tours. Our administrative apps also allow you to index your trees,
sell property and create work orders from the
field. WebCemeteries.coms other services
include onsite document scanning, data entry,
digital maps and more. Already computerized? These tools also integrate with other
software programs.
WithumSmith
+ Brown
(#5022)
We are a fullservice public
accounting and consulting firm serving
private and publicly-held companies, with
specialized support to more than a dozen
major industry sectors, including death care
services. Our team of 450+ staff across six
states brings a unique level of quality to every
client engagement, providing greater assurance, increased profitability and long-term
growth. www.withum.com
Zontec (#3011)
For over 20 years, The Zontec System has
been the most environmentally friendly
way to eliminate all odors and control
those nasty phorid flies. It cleans the air
electronically, while not masking the
odors with chemical agents. It is Mother
Natures own fresh air formula, and it
works. Visit Rainy Day at booth 3011. Call
1.800.474.0105; rainy@zontecozone.com;
r
or visit www.zontecsolution.com.
More booths are being

added; for the most up-todate list of exhibitors, go
to www.iccfa.com/events.
Your convention onsite
program has a floor plan
and list of exhibitors to
help you find your way
around the Expo Hall.
NGL AD
FULL PAGE
page 49
4-COLOR
I C C F A ST A FF PROFILE s
Kase plans educational programs for the association

Name: Kirsten Kase
Started with the ICCFA: April 2014, just
days before the annual convention.
Job title: education and programs manager
What you do for our members (primary
duties): I have the honor of working with
the speakers who present at the various
ICCFA conferences throughout the year. I
help develop the educational programs with
our conference co-chairs and other ICCFA
staff members and make sure that all of
the working pieces are in place to ensure a
meaningful educational experience for our
members.
Previous positions, if any with the ICCFA:
I was hired as the communications manager,
but within three months I moved into my
current role as ICCFAs education and
programs manager.
Professional background prior to coming
to the ICCFA: I am a new face here at
the ICCFA, but I have been working in the
association world for most of my career.
I came to the ICCFA after 20 years with
the Automotive Parts Remanufacturers
Association, where I served as editor. In that
position I published a monthly newspaper,
designed and maintained our websites,

created a weekly e-newsletter and handled all
promotional materials for the association.
What do you like most about working at
the ICCFA? Thats easy; its the people.
I remember on my very first day I found
myself talking to a member like we were old
friends, sharing stories and really listening to
each other. I have had that same experience
again and again as I meet members, either on
the phone, through email or in person at one
of our conferences.
What have you learned about
the cemetery or funeral
profession that has surprised
you the most? The most
surprising thing for me has been
learning about the different ways
a person can be memorialized. I
recently read about an artist who
paints a portrait of the deceased
using their ashes in the paint.
Now thats thinking outside of
the box.
Whats your answer to people
who say, You work where?
Oh, the conversations that
question has started! What I
have noticed is that everyone wants to know
more about the choices that are out there and
now I can enlighten them.
Outside interests/hobbies/accomplish
ments: My husband and I are blessed with
two daughters, a college freshman and high
school sophomore. Such amazing young
women! A few years ago I took my first yoga
class and havent stopped practicing since. I
also love cooking and any activity that gets
me outside.
r
Burke writes, designs, updates

the ICCFA website and more
Name: Alecia Burke
Started with the ICCFA: September 2014
Job title: communications manager
What you do for our members (primary
duties): I work in the communications
department writing promotional material,
designing graphics for events and
membership, writing press releases and
updating the website, as well as preparing
WIRELESS and organizing the KIP awards.
Professional background prior to coming
to the ICCFA: Prior to starting here, I
worked for a medical association as the
manager of meetings and events and have
worked as a freelance graphic designer since
2003.
What do you like most about working
at the ICCFA? The staff is a pleasure to
work with. We have a very diverse group,
and I love getting to know them. I also
enjoy talking to and helping members. Our
50
ICCFA Magazine
members are
very kind and I
look forward to
meeting them at
future events.
What have you
learned about
the cemetery
or funeral
profession that
has surprised
you the most?
After collecting KIP submissions, I am very
surprised about the different options that are
available to people. Its very interesting to
see that cremated remains can be made into
diamonds, paintings and even fireworks. It
makes me think about what I would like to
do, which now changes on a weekly basis.
Whats your answer to people who say,
You work where? I usually explain,
in short, what it is, followed by, Theres

an association for everything, including
Dressings & Sauces.
Outside interests/hobbies/accomplish
ments: I enjoy anything crafty; crocheting,
drawing and attempting projects that Ive
seen on Pinterest. I also enjoy playing
video games, working on puzzles and most
importantly, spending time with family and
friends.
r
I C C FA N E W S
2014 KIP Awards announced; awarded during convention
he ICCFA has named its 2014

Keeping It Personal Award
winners, recognizing the best in
personalization in the cemetery and funeral
service profession. The five submission
categories include: most personalized
service or memorial, best practice, event,
innovative/personalized product (suppliers)
and most personalized pet service or
memorial. The 2014 winners are:
Best Practice/Personal Touch
First Place and Grand Prize Winner
Dulaney Valley Memorial Gardens:
Fallen Hero Burial Arrangements
Timonium, Maryland
In Maryland, when any member of
the public safety community dies in the
line of duty, he or she is offered complete
cemetery arrangements, including a space,
vault, interment service fee and a bronze
memorial in the Fallen Heroes section of
the memorial gardens.
Three hundred and thirty three spaces
are set aside for the burial of firefighters,
rescue personnel, paramedics, police and
correctional officers who lose their lives in
the line of duty. The burial is given at no
charge for the fallen hero and spouse.
Honorable Mention
Rolling Oaks Memorial Center:
The Christmas Box Book
Coppell, Texas
Honorable Mention
Cook Funeral and Cremation Services:
Community Picnic Honoring Veterans
Grandville, Michigan
Most Personalized Service
(or Memorial)
First Place
Moss-Feaster Funeral Home (submitted
by MK Jones & Associates): Service for
Nanlyn Pace Jones
Largo, Florida
Nanlyn Pace Jones had two very
important parts to her life: family and faith.
Naturally, when she died, her memorial
service would focus on the two areas of her
life that she felt closest to.
Moss-Feaster Funeral Home partitioned
off different areas of the funeral home to
illustrate these areas with photographs,
scrapbooks and letters on display. Several
round tables were available for visitors to

view some of her favorite personal items,
such as her sewing machine, where she
often created aprons and outfits for her
family. A pianist played her favorite hymns
on a grand piano during visitation and the
service. Her Bible was on a pedestal by her
casket, opened to her favorite scripture.
Uplighting in pink set an uplifting mood of
remembrance for Nanlyn Pace Jones, who
gave so much to her family.
Honorable Mention
Cypress Lawn Cemetery Association:
Service for Armando Peraza featuring
Carlos Santana
Colma, California
Most Personalized Pet Service
Or Memorial
First Place
Until We Meet Again Pet Memorial
Center: Celebration of Remembrance
for Mia, Buddy, Teemo, Salty and Molly
North Vancouver, BC
Kevin Woronchak, owner of Until We
Meet Again Pet Memorial Centers, brought
into focus the important role pets play in
our families and the importance of keeping
them safe.
A Day to Heel became an official day
of remembrance after holding a celebration
of remembrance for six pets who perished
of heat stroke in May of 2014. This
memorial service included the raising
of individual tribute blankets, a balloon
release by families in memory of their
companions and the dedication of a bench,
bearing the names of the dogs.
The event then created an opportunity to
bring awareness of heat stroke prevention
to the community.
Events
First Place
Cook Funeral and Cremation Services:
Drive Text-Free Event
Grandville, Michigan
When a funeral home promotes a
campaign to save lives, it strikes a chord.
The Drive Text-Free event had many
phases, including attending high school
sporting events with t-shirts, wrist bands
and a video that was produced by local high
school talent. The video was the foundation
of the event and featured a high school
student who was killed while responding to
his mothers text. Most videos would focus
on the accident itself, but this video was
centered at a funeral home visitation room
where the student is lying in the casket,
wakes up and realizes what happened. He
tries to speak to family and friends, though
no one can hear him. This event had a
lasting impact on the community.
Honorable Mention
Dulaney Valley Memorial Gardens:
Fallen Heroes Day
Timonium, Maryland
Innovative/Personalized Product
(Suppliers)
First Place
Your Dash: Life Story Generating
Software
Dallas, Texas
Your Dash is a user-friendly platform
that allows families to create, share and
treasure their own stories and the stories
of their loved ones, through the creation
of their very own website. The mission
at Your Dash is to protect and share
everyones life stories for generations to
come. Everyone has a story to tell, which is
why its easy and affordable for anyone to
get started creating their online life story.
Honorable Mention
Lifeart International:
Online Casket Designer
Hong Kong, China
All first place and honorable mention
winners will be recognized at the 2015
Annual Convention & Exposition in San
Antonio, Texas, and also will be featured in
ICCFA Magazine. For more information on
all winners, visit www.iccfa.com/kip. q
March-April 2015
51
I C C FA N E W S
Sales and marketing professionals learn how to sell more by

improving their service at 2015 Wide World of Sales Conference
round 400 sales counselors and managers learned how to provide Service
That Sells in Las Vegas January 14-16 at the 2015 Wide World of Sales
Conference. Wide World of Sales is the only industry conference that provides
sales training specifically geared for preneed and at-need salespeople, sales counselors
and managers, suppliers, insurance agents and marketing professionals.
This years keynote speakers were Anthony Iannarino and Nancy Friedman, The
Telephone Doctor. Iannarino received rave reviews for his inspiring discussion of how to
position yourself as a partner, rather than service provider, to your clients. Friedman, in
her own comedic way, imparted sales communications tips from A to Z.
In addition to the educational sessions, conference-goers had an opportunity to
meet, eat and greet at the Welcome Reception on Wednesday and networking lunch on
52
ICCFA Magazine
CONFERENCE
T
H A
Thursday. Also, more than 150 people

attended the third annual Fireside Chat
with Gary OSullivan, CCFE.
Congratulations to the following
attendees who won cash prizes at the
conference:
Michael Scott, Mt. Elliott Cemetery
Association, Rochester, Michigan:
$250 Visa gift card
Cheryl Lewis, Inglewood Park
Cemetery, Inglewood, California:
Next Generation 50/50 Raffle
($545)
Jenn Dodd, Olivers Funeral
Chapel, Grande Prairie, Alberta,
Canada: $50 On-Time Question
Contest
Ric Burnette, Foothills Planning
Services, Central, South Carolina:
$75 On-Time Question Contest
Erin Norton, Larkin Mortuaries &
Cemeteries, Riverton, Utah: $100
On-Time Question Contest
Elizabeth Manzano-Paulus,
Forest Lawn Mortuary, Glendale,
California: $100 On-Time Question
Contest
Recordings were provided free of
charge to all attendees. They may be
purchased by those who did not attend the
conference as a bundle for $195 at
www.colmaeducation.com/wws.
We hope to see you at next years
Wide World of Sales Conference, January
13-15, 2016, at Monte Carlo Hotel &
Casino in Las Vegas. The hotel room rate
will be just $64/night. Program details
will be announced around Labor Day. q
I C C FA N E W S
1. From left: Leonard Brown, regional manager, and Rahsaan Brown, CEO, both with Blue Nebula Consulting Inc., based
in Chicago, Illinois. 2. From left: Maureen Carney, director of business development, Batesville, Indiana, and Nicole
Wiedeman, ICCFA Sales & Marketing Committee chairwoman and director of sales support, Cincinnati, Ohio, both with
Forethought Financial Group. 3. A group of interntional delegates enjoying the Welcome Reception. 4. Nick Timpe, director of sales & marketing with webCemeteries.com, Virginville, Pennsylvania, moderated the Friday morning technology
panel. 5. Other technology panelists, from left: Debbie Budke, public relations manager, Spring Grove Cemetery, Cincinnati, Ohio; and Greg Young, co-founder, Funeral Innovations, West Des Moines, Iowa. 6. A contortionist kicked off the
conference emphasizing to the audience that in order to build customer loyalty, you must bend over backwards to better
serve clients. 7. Anthony Iannarino sharing tactics on how to become a valued partner and trusted adviser to your customers. 8. Hospice session panelists, from left: Tray Wade, COO, HCI Care Services/VNS of Iowa, West Des Moines, Iowa;
Candace Green, hospice and community relations manager, Service Corporation International, Houston, Texas; Lauren
Blevins, CCFE, COO of Williams Funeral Home &
Crematory, Columbia, Tennessee; Lacy Robinson,
CFSP, director ofprofessional development, Aurora
Casket Co., Aurora, Indiana; and Glenda Stansbury,
CC, vice president of InSight Books, Oklahoma City,
Oklahoma. 9. The Telephone Doctor Nancy Friedman delivering nuggets of sales communications
wisdom. 10. From left: Jason Vitangcol III, Francis
Myl Bautista and Bolek Vitangcol with St. Peter Life
Plan & Memorial in Metro Manila, Philippines. 11.
From left: Kevin Gaffney, regional sales vice president, Cincinnati, Ohio, and Todd Carlson, Abilene,
Texas, executive vice president of sales and chief
sales officer, both with Funeral Directors Life Insurance Co. Their session stressed the importance of
asking families exactly what they want so you can
exceed their expectations.
q
10
11
March/April 2015
53
I C C FA N E W S
Fred Miller to be inducted into the ICCFA Hall of Fame
red Miller, CCE, CSE, president

of Memorial Business Systems
in Brentwood, Tennessee, will be
inducted into the ICCFA Hall of Fame
during the 2015 Annual Convention Black
Tie & Boots Closing Banquet on Saturday,
April 11, from 7:45 to 11 p.m.
Miller graduated from Penn State
University with a bachelors degree, and
then earned his Ph.D. from Rice University,
both in chemical engineering. He pursued
that profession for 19 years with the
DuPont Co., leaving to become CEO of
Pensacola Memorial Gardens, a family
business.
Miller joined the American Cemetery
Association in 1982 and soon became
active in the organization. ACA president
John Llewellyn, CCE, asked him to
organize and run a strategic planning
committee for the ACA since he had
experience with strategic

planning gained at DuPont.
The committee applied
a corporate strategy to
revitalize the association.
He stayed with the strategic
planning group as chairman,
co-chairman, facilitator or
member until 2002. The group
provided guidance and major
innovations throughout the
organization during those
years.
In 1994-95, as president
of the ACA, Miller helped
manage the project that would enable
the incoming Board of Directors and
the general membership to vote on the
resolution to open the membership to a
wide range of death care professionals:
funeral directors, cremationists and
monument builders across

the entire profession. This
entailed the revision of
the strategic plan, mission
statement and code of ethics.
On the last day of his term,
a vote was taken and, by a
near unanimous vote of the
membership, the ICFA was
born.
Working with Dan
Majestic, Miller helped
create the International
Memorialization Supply
Association to coordinate
the activities, goals and objectives of
the suppliers and the ICFA. Miller,
Majestic and Fernando Aguilar developed
a relationship with ALPAR, the Latin

to page 55
PLPA College joins ICCFA convention in San Antonio in April
LPA College is the name of the

pet loss educational track at the
ICCFA Annual Convention &
Expo, April 8-11 in San Antonio, Texas.
It is a curriculum developed especially
for pet loss professionals. Attendance is a
requirement for earning your Certified Pet
Loss Professional (CPLP) designation. This
program is also great for those interested
in entering the pet loss arena and setting up
their business the right way. Educational
sessions include:
Hiring: How to Do It Well, Mark
Jorgensen, Friday, April 10, 3 to 3:50
p.m.: Hiring and keeping great employees
in the pet loss profession can be difficult.
Mark Jorgensen will give real-world
models and organizational tips for setting
up proven human resource, compliance
and recordkeeping systems.
Youll also learn insider recruiter
techniques on how to identify, attract
and retain top talent who can help ensure
your companys continued success. Be
confident in your hiring processfrom
creating a job description to training your
new hire.
Building the Vet & Crematory
Operator Relationship, Dr. Brian Melius,
DMV, Friday, April 10, 4 to 4:50 p.m.:
Veterinarian Brian Melius will share his
54
ICCFA Magazine
thoughts on what a valuable relationship

between a pet crematory and a vet looks
like from the veterinarians perspective.
Learn how to emphasize your value to
a clinic, what materials to bring and
what to do when you get in front of the
decision maker.
Cremation Safety for Pet Loss
Professionals, Kevin Woronchak, CPLP,
Saturday, April 11, 9 to 9:50 a.m.: Pet
cremations are a different kind of animal
(pun intended) than human cremations.
Learn the intricacies of proper pet
crematory operation, including meeting
OSHA requirements and PLPA standards.
Five Legal Issues Affecting Every
Pet Business, Poul Lemasters, Esq.,
Saturday, April 11, 10 to 10:50 a.m.:
As with all business owners, successful
pet death care professionals have to run
sound businesses with high standards and
best practices. While you may have the
pet part of the equation down pat, its the
human side of things that can often trip
up a business.
Poul Lemasters will take a look into
five issues and potential areas of liability
that affect all businesses:
1. Insurance
2. Hiring
3. Firing
4. Employee manuals
5. Customer issues
This risk management overview of
the day-to-day operations of any pet loss
business will address potential liabilities
andmost importantlyreveal how
to reduce and handle them before they
become a legal problem.
Business Planning Workshop, Sherif
A. Ebrahim, Saturday, April 11, 11 to
12:50 p.m.: Ready to start your own
pet loss business, but not sure how to
go about it? Sherif Ebrahim will review
the fundamentals of what everyone
needs to know and do when starting a
business, including how to develop an
elevator pitch, set general business goals,
evaluate methods to reach your goals,
decide on appropriate metrics to measure
achievement of goals and determine
resources needed to achieve goals. This
workshop will help you determine how to
find assistance in free and paid programs
for financing, accounting and legal advice.
Register now to attend PLPA College at
www.iccfaconvention.com.
q
I C C FA N E W S
from page 54
American equivalent to the ICFA. Miller went to Guatemala
in 1995 and then Panama in 1996 as the ICFA representative
to those conventions.
Miller served as chairman of the ICCFA Memorialization
Committee that helped disseminate the positive celebration
of life approach to funerals and burials, trying to minimize
the negative connotation of death care. The Memorial
ization Committee morphed into the Personalization
Committee that brought together cemeterians and suppliers
to promote a new and broader look at personalized products
and services to stimulate interest in memorialization. The
Personalization Committee created the ICCFA Keeping It
Personal (KIP) Awards.
He also assisted with outreach efforts to AARP, hospice
and organ donor organizations to establish our standing as
a public service association. The ICCFA worked with the
National Kidney Foundation to partake in its Taking Time
to Talk program, similar to FAMICs current Have the Talk
of a Lifetime campaign.
In 1982-83, Miller developed software products for his
cemetery and began making them broadly available to other
cemeteries, forming Memorial Business Systems to do so.
Now in its 32nd year, MBS is highly regarded in the industry.
A ticket to the closing banquet and awards ceremony is
included in all full attendee and spouse/guest registrations.
Registration info is online at www.iccfaconvention.com. q
iccfa
university
Educating todays practitioners, developing tomorrows leaders
July 17-22, 2015
Fogelman Executive Center
University of Memphis Memphis, TN

Choose to attend one of Land Management &
seven colleges:
Grounds Operations
21st Century Funeral
Leadership,
Services
Administration & Mgmt.
Cremation Services
Sales & Marketing
Funeral Home
Visit
Management
www.iccfa.com/university,
International Studies NEW!
or call 800.645.7700
Love Urns AD
1/2 H
4-COLOR
March/April 2015
55
by ICCFA Magazine columnist

Todd Van Beck, CFuE
toddvanbeck@sbcglobal.net
ICCFA Magazine
author spotlight
Van Beck is one of the
most sought-after speakers

and educators in funeral
service.
www.toddvanbeck.com
He is the general manager of Forest
Hills Funeral Home and Memorial Park,

Memphis, Tennessee. He is also director
of education for StoneMor Partners.
www.foresthillfh.com
He is dean of ICCFA Universitys

College of Funeral Home Management
and is on the faculty of ICCFAUs College
of Embalming and Restorative Arts.
Van Beck received the ICCFA
Educational Foundations first ever

Lasting Impact Award in 2014.
Like Todd Van Beck

on Facebook today!
More about this topic

ICCFA University 2015
will be held July 17-22

at the Fogelman Conference
Center, University of Memphis, Memphis, Tennessee. Van Beck will
again be dean of the funeral college. College curricula and registration information
are available at www.iccfa.com/events.
56
ICCFA Magazine
P RO FE S S IO N A L DE V E L O P M E N T
Another session of ICCFA University approaches;

its time to decide which of your employees to send and whether
to attend yourself. While youre pondering this question,
read this reflection on the impact of the ICCFAU experience,
written at the end of last years session by Todd W. Van Beck,
long-time dean of the College of Funeral Home Management.
ICCFA University: Genuine

humility & service in action
nother university experience

concluded at noon on July 23. It has
been my humble honor and privilege
to have been a contributor to this educational
experience for many years.
As the students began to gather on Friday
afternoon for orientation, as usual I began to
size up my group, the students in the College
of Funeral Home Management.
On Saturday, the sessions took off with
zest, and once again, for the next four and
a half days my world was engulfed by
one mission: Do not disappoint the people
enrolled in the funeral college. Hour after
hour was filled with educational materials,
my stories and the kindness and attention
of the students. We did not have a grumpy
person in the groupthey were all winners.
What is inspiring about the university
is not just its uniqueness in our profession,
but also the dynamism and professionalism
of everyone who walks through the lobby
of the Fogelman Conference Center at the
University of Memphis.
Over the years of my work with ICCFAU,
I have learned a couple of life lessons I
thought would be worth sharing.
What has amazed me over the past 20-odd
years is that most often the university does
not attract the big talkersyou know, the
people who try to talk about something that,
in reality, they know little about.
I have been so blessed to have learned
more from the students than I could possibly
have learned on my own.
This theme of service humility is one
of the jewels in the crown of the ICCFA
University experience, no matter what college
you enroll in. All of them are excellent.
Inflated egos and exaggerated selfimages are not only bad form but also can
be disastrous in a vocation such as funeral

and cemetery service. You cant bluff or
guess your way through the myriad touchy
situations we are all confronted with in this
profession.
ICCFA University somehow attracts
and gathers together people who are not
ego-driven, self-styled experts but instead
mission-driven servants.
I have spent many years trying to embrace
the massive changes occurring in our great
line of work. We are all well aware that things
are simply not the way they used to be, and I
see only continued change ahead for us. The
changes we are coping with on a daily basis
magnify the importanceI might even say
the absolute necessityof the work done by
ICCFA University.
I have been in this profession for many
years, and I dont believe it is an exaggeration
to claim that something like ICCFAU
simply does not exist anywhere else in our
profession, anywhere in the world.
We live in very fast times. Our lives are
filled with modern marvels that would have
been the stuff of science fiction just a decade
ago. The new comes along so quickly that
it ceases to amaze and becomes mundane in
the blink of an eye.
But theres one time every yearit lasts
about four and a half days, always in July
when the funeral and cemetery world slows
down for some of us. Its a time where we
sit and think, where we discuss ideas with
colleagues, where we create bonds with those
colleagues that will last a lifetime.
This place is ICCFA University. Its a
place everyone involved in death care should
seek out. No matter what you do or who
you are, you are welcomed at the Fogelman
Center by others as invested as you are in
TerryBear Urns 1 of 2 AD
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Eickhof AD
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March-April 2015
57
PROFESSIONAL DEVELOPMENT
ICCFAU provides ample opportunities for

talking to colleagues outside the classroom. Upper left, Van Beck with Cremation
College Dean Jim Starks and Grounds
Management Dean Gino Merendino.
thinking, learning and growing.

I have freely admitted that in my early
years as a funeral director I was, well, a
funeral snob. I looked down on certain people
in our profession, including cemeterians. I
dont know why I was such a jerkprobably
it was an attitude learned from the older
veteran funeral directors who gave me my
real mortuary education.
I am ashamed to admit that I felt this way,
and today I embrace and, more important,
learn from my brothers and sisters involved
in all aspects of death care.
Back when I attended meetings where the
attendees were exclusively funeral directors,
rarely, if ever, did important topics such as
land management, landscaping, mausoleum
construction or any of a myriad of other nonfuneral topics come up. I see now that this
was extremely limiting. When I began my
journey with and work for the ICCFA some
25 years ago, my professional development
was no longer bound by those limits.
The ideal of learning from a variety
of people is the core value of ICCFA
University. I would go so far to say that
it is what makes the university such a
special experience, unique in the continuing
58
ICCFA Magazine
education offered in our profession.

Before ICCFAU, I thought I knew
something about cemeteries. WRONG. I
knew next to nothing about cemeteries until
I sat down at a table full of cemeterians
at Fogelman and kept my mouth shut and
listened to the experts.
I thought I knew something about
cremation. WRONG. I knew next to nothing
about cremation until I sat down at a table full
of cremation experts at Fogelman and kept
my mouth shut and listened to them.
I would like to think that when others are
listening to me talk about embalming, funeral
topics or other topics I do know something
about, they learn something.
Thats what happens at ICCFAU: Learn
ing takes place not just in the classroom,
but at meals, at breaks and in the evening
as you spend four and a half days and eve
nings immersed in this intense educational
experience.
In my travels, I have seen a creeping
epidemic of cynicism about life, people
and experiences. I see cynical people at the
airport; I am served by cynical people who
work for the airlines. I listen to cynics talk
about our political and legal systems, and I
listen to cynics talk about our religious beliefs

and institutions. I encounter cynics who seem
to have a long list of people they just dont
like.
That cynical attitude is expressed in a so
what attitude toward what they do. Ive even
see the so what attitude creeping into the
funeral and cemetery profession. Sometimes
we slip into cynicism and we dont even
know it, but it affects our work and how we
serve people.
At ICCFA University, you will see the
opposite of the so what attitude. For that
week, the cynics are muzzled, negative atti
tudes are banned and woe is me pity-parties
are nowhere to be found. For that week,
100-200 people meet in an environment of
enthusiasm, mission, focus and creativity.
The goodwill generated at ICCFA
University has a proven track record of being
one of the best friends the cemetery and
funeral profession has ever had. ICCFAU is
made up of a group of people who actually
enjoy being in the same room together.
Truth is, my work at ICCFA University
has changed my lifesomething youll hear
many ICCFAU attendees say. Through the
process of changing from a funeral snob
to a humble servant, my happiness and
satisfaction increased, as did my usefulness to
r
others.
New Members
Providing exceptional education, networking
and legislative guidance and support to
progressive cemetery, funeral and cremation
professionals worldwide
For information about the ICCFA and Membership:
Go to www.iccfa.com/membership to download a benefits
brochure and an application form.
Call 1.800.645.7700 to have membership information faxed or
mailed to you.
Regular
Blandino Funeral Home

Santo Domingo, Dominican
Republic
Boren-Conner Funeral Home Inc.
Jacksonville, Texas
Davis-Babcock Funeral Home
Inc.
Willoughby, Ohio
Dwyer Funeral Home Inc.
Pittsfield, Massachusetts
La Funeraria Paz Inc.
Quezon City, Philippines
Martin-Dugger Funeral Home
Elk City, Oklahoma
Mt Carmel Funeral Home

El Paso, Texas
William G Neal Funeral Home
Ltd.
Washington, Pennsylvania
Professional/Supplier
American Mortuary Coolers

Fall Branch, Tennessee
BTE Import-Export
San Antonio, Texas
E.H. Embalming
Corpus Christi, Texas
Evergreen Transfer Service
Pearland, Texas
Ensure-A-Seal AD
1/3 Square
Membership applications
Admission to ICCFA membership normally requires a majority vote
of those present and voting at any meeting of the executive committee. The names of all applicants must be published in this magazine.
ICCFA members objecting to an application must do so in writing
to the ICCFA executive director within 45 days of publication. In the
event of an objection, the executive committee will conduct an inquiry. If an applicant is rejected, they will be granted an appeal upon
written request. The decision of the Board of Directors shall be final.
Factory Direct Urns

Orlando, Florida
Funeraltech
Kingston, Ontario
FusionCast Inc.
Oakville, Ontario
Kanga-Woo First Call Pouches
Gresham, Oregon
Locked In Art
Prescott, Arizona
One Room Funeral Webcasting
Las Vegas, Nevada
PETS LLC
Piedmont, South Carolina
Texas Agents Network

Irving, Texas
The Verdin Co.
Cincinnati, Ohio
Twinwood Mortuary Service
Inc.
Houston, Texas
Uncommon USA Inc.
Lombard, Illinois
Professional: Pet Loss

Services
Hampton Roads Veterinary

Hospice
Virginia Beach, Virginia
Abbott & Hast

AD
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March-April 2015
59
by Poul Lemasters, Esq.

CRE M AT IO N / L E G A L IS S UE S
You want to make every family happy.

So when a member of the family calls you after
the arrangements have been made, asking you
to change something, you say, Yes, of course,
no problem and do it, right? Not so fast ...
513.407.8114
poul@lemastersconsulting.com
ICCFA Magazine author spotlight

Lemasters is principal of Lemasters
Consulting, Cincinnati, Ohio.
www.lemastersconsulting.com
He is an attorney and funeral director,

graduated from the Cincinnati College of
Mortuary Science in 1996 and from Northern Kentucky University, Chase College of
Law, in 2003. He is licensed as a funeral
director and embalmer in Ohio and West
Virginia and admitted to practice law in
Ohio and Kentucky.
ICCFA membership benefit
He is the ICCFAs special crema-
tion legal counsel. ICCFA members in

good standing may call him to discuss
cremation-related legal issues for up to 20
minutes at no charge to the member. The
association pays for this service via an
exclusive retainer.
Lemasters also provides, to ICCFA members in good standing, free GPL reviews to
check for Funeral Rule compliance.
Go to www.iccfa.com to the Cremation

Coaching Center, where you can post a
question for Lemasters to answer.
Lemasters will be among the presenters

at the ICCFA 2015 Convention & Expo::
Cremation hotline calls: What people
are asking. Find out what consumers are
asking about cremation.
Five legal issues affecting every pet
business, part of PLPA College.
60
ICCFA Magazine
Changes. Addendums. Changes.

What to doand not dowhen
family members change their minds
e all have had it happen at some

point. No matter how well things
are explained, no matter how
many times things are discussed, no matter
that everyone said, Yes, thats it, people
change their minds. And the typical response
from any provider is, This is no problem at
all. We can make that change for you.
But can you just make a change? At
what point do you have to get documents resigned? Is there wiggle room for some things,
but not for others? Are you reading this now
and saying to yourself that you just never
thought about it?
So what can and should you do? It partly
depends on the change, but there are some
common dos and donts that every
provider should consider implementing. The
following are a few suggested practices as
well as some examples to show the problems
that can happen when those requests for
changes come in.
Three dos
1. Confirm that everyone agrees

Consider this example. Mom, the widow,
makes all the arrangements for the funeral
service, including the flower selection. The
kids are present during the entire arrangement
conference and agree on the choices.
Shortly after the arrangements, one of the
children calls and says that they decided to
swap the roses for carnations. No big deal,
you think, and assure him youll take care of
the change.
The next day, the widow and her family
arrive for the visitation. They walk in and
mom breaks down in tears. Youre baffled.
Youre thinking, I did a great job, did exactly
what they wanted.

She turns to you and starts screaming.
What did you do to the flowers? They are
all wrong! Of course, you immediately say
that one of the children asked for the change.
The widow then says to you, Who is paying
the bill?
You might be able to smooth things over
and salvage the situation and your reputation
with the widow, but wouldnt avoiding this
type of situation in the first place be a better
idea?
It sounds simplistic to say, but most issues
involve basic misunderstandings and bad
communication. Anytime you are dealing
with a change, you need to communicate the
change and get agreement among the parties
involved. This is particularly necessary when
the person calling with a change is not the
contracting party, as in this example.
It is important to understand that the
person who signs the contract gets to make
the decisions about what is and isnt being
purchased. Do not confuse this person with
the authorizing agent or the legal next of kin.
These can all be different people.
Consider the example above but with
some different facts. Lets say the widow
makes all the arrangements but the two
children sign the contract and agree to pay.
Now who is in charge?
The widow, by law, has the right of
disposition, so she can state how the funeral
will be handled. But if the children are paying
and signing the contract, they now have
the right to allow or not allow services and
merchandise.
This doesnt happen often, but keep in
mind that you can have different people
C R EMATI O N /L EG AL IS S UES
with different contractual obligations. By
confirming any changes among all the parties,
you are in the best position to avoid conflict.
2. Obtain acknowledgments
Lets say youve been asked to make a
change and youve confirmed that all parties
agree. Now what? Now you must get an
acknowledgement of the change. This could
be a signature, initials, an addendum, a new
contract or maybe just a notation.
But which one should you use?! It
depends.
For the example above involving a change
in the flowers, youre probably covered if you
simply make a notation. That notation should
document the name of each person talked to
(and that should be all parties!), identify the
change and include a record of the date and
time. This kind of notation can be used with
small, incidental changes.
However, consider a family that has
arranged for a cremation. There are four
children and, in this example, all four of
them come in to make the arrangement and
sign the contract. (I knowthe fact that all
of the children are there is probably hard to
imagine.)
After they leave, one of the children calls
you and says they talked about it after leaving
your office and decided they want to order
four keepsakes, in addition to the urn they
chose during the arrangement.
In this case, a little notation is not going
to cut it. Your cremation authorization and
disposition form should have a section that
identifies what happens with the cremated
remains. If so, the form will show just one
urn.
Also, all four children have signed your
cremation authorization form. With a change
like this, the provider has to have all four
children acknowledge the change, in writing.
The easiest method in this case would be
to write in the additional keepsakes, noting
the date and time of the addition. Then
have all four children initial it to indicate
acceptance of the addition.
Typically initialing a change will always
be enough to document or acknowledge a
change in a contract. Just keep in mind that
at some point, if you make a lot of changes
you are better to just start over with a new
contract.
Adfinity AD
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3. Update all associated documents

So many documents have other parts or
forms or attachments to them. It is critical to
March-April 2015
61
by Glenda Stansbury, CC, CFSP

glenda@
insightbooks.com
ICCFA Magazine
author spotlight
Stansbury is vice
president of marketing for

In-Sight Books, Oklahoma
City, Oklahoma.
www.insightbooks.com
She is a licensed funeral director and em-
balmer and trains funeral directors, cemeterians and others as Certified Celebrants who
meet with families to talk about their loved
ones and plan personalized funeral services.
She is adjunct faculty with the funeral
service department at the University of

Central Oklahoma, where she teaches
courses in funeral service communication
and the psychology of grief and oversees
practicum students.
She and her father, Doug Manning, a
former Baptist minister who became a noted

author of books about grief, developed
the Certified Celebrant program and have
recently added a new component, to train
celebrant trainers.
How to become a celebrant
Attend ICCFA Universitys College of 21st Century Services, led by Dean Glenda Stansbury.
ICCFAU 2015 will be held July 17-22 at the University of Memphis Fogelman Executive Center,
Memphis, Tennessee. www.iccfa.com
Contact Stansbury (glenda@insightbooks.com)

or go to www.insightbooks.com, the In-Sight
Books website, for information about celebrant
training sessions scheduled around the country.
NEW
How to become a celebrant trainer
Contact Stansbury (glenda@insightbooks.com)

for information on the new training program for
Certified Celebrants who would like to learn how
to train new celebrants.
Stansbury will moderate a panel discussion, Before and beyond the funeral:
Creating a continuum of care from hospice
to funeral service, at the ICCFA 2015
Convention in San Antonio.
62
ICCFA Magazine
DIV E RS IT Y: C E L E BR A N T S
Celebrants are trained to do whatever it takes to help

the family and honor a life. That includes leading services
that bring together people from widely divergent backgrounds,
beliefs and lifestyles to promote healing and mutual support.
Giving every family what

it needs when a death occurs
is name was Robert. He had lived

a full and varied life in his short 56
years. He grew up in a nomadic
Air Force family but finally put down roots
in Oklahoma City. He adored his family
and was an active member of a Full Gospel
Assembly of God Church, playing in their
band and singing in the choir. He went to a
Bible college to study music ministry. He was
searching for who he might be.
When he was finally ready, he came out,
first to his friends and then to his family. He
moved to Colorado and became a valued
and valuable employee at a chiropractic
clinic, greeting each patient by name and
remembering their families and birthdays.
He became a member of the furry
fandom, defined on Wikipedia as
a subculture interested in fictional
anthropomorphic animal characters with
human personalities and characteristics.
Examples of anthropomorphic attributes
include exhibiting human intelligence and
facial expressions, the ability to speak, walk
on two legs and wear clothes. Furry fandom
is also used to refer to the community of
people who gather on the Internet and at
furry conventions.
He found his first true love in a fellow
furry named Painless Wolf. They were
a couple for 13 years, living through some
of Bobbys health challenges, including
a massive heart attack and surgery and
Guillain-Barr Syndrome. They moved
back to Oklahoma for a time to take care of
Bobbys parents.
Then he met Jaden at another furry
convention, and they became partners for the
next 14 years. As part of their commitment
to each other, Bobby changed his name
to Heartsong and Jaden changed his to
Heartdancer.
As always, Bobby was surrounded
by friends and family, a truly loving and
generous guythe kind of person who would

hand out blankets to homeless guys on the
street, organize coat drives or offer his couch
to someone who needed a place to stay.
He had an interesting life in a world that
most of us know little about, as well as a very
normal life consisting of work, love, family
and friends. He had the kind of magnetic
personality that attracts other people. Even his
first life partner remained in his circle after
their breakup, as one of his dearest friends.
And then he died. His multiple health
challenges finally caught up with him and he
died in his sleep. Of course his friends and
family were devastated; they arranged to have
a memorial service for him in Colorado.
But his brother, who lived in California,
had just had major surgery and couldnt
attend, and most of his friends and family
from Oklahoma City couldnt make it to
Colorado.
So his sister and best friend decided to
hold a second service service for Bobby in
Oklahoma City, three months later. They
contacted a wedding chapel that now offers
funerals and the event planners contacted me
to conduct the service.
A special service
Ive done several services for the LGBT

community, but this one was definitely going
to be special. First of all, its a little different
doing a service three months after the death,
rather than days afterward. And I was very
cognizant of the fact that the crowd attending
was going to be very diverse.
The day of the service, Bobbys friends
from Colorado, including both Jaden and
Painless Wolf, arrived and sat on one side of
the chapel with his sister and brother and best
friend and extended family.
On the other side of the chapel was a full
contingent of church members from the Full
Gospel Assembly band Bobby had played in
C elebrants
when he was growing up. Most did not know
that Bobby was gay, that he had a life partner
or what a furry was.
This was going to be interesting. I took a
deep breath and away we went.
One of the tenets Certified Celebrants are
taught to honor is the importance of being
the voice of the family, and of not leaving
elephants dancing in the room. So we talked
about Bobby, his growing up, his love of
church music, his career, his loves, his
hobbies and his health.
The entire eulogy was wrapped up in the
theme of Heartsong. Everything Bobby did
was from his heart, and everyone he touched
was part of his song.
I kept watching the faces of the Full
Gospel group. You could tell that this was not
the sort of funeral they were familiar with. I
got a few amens just because they didnt
know how else to respond to a funeral, even
though there was no preaching or exhorting
or offering an invitation. It was pretty sweet,
actually.
And then we showed the video tribute,
which included snapshots of his commitment
ceremony, with Jaden in full furry costume,
and I could see the puzzled looks coming
from the right side of the chapel. They
had loved this boy; they just didnt quite
understand all that they were hearing about
his life. But they hung in there.
The final song that the family chose was
Amazing Grace. There were audible sighs
from our church groupfinally something
they understood! And they sang along with
the CD in beautiful four-part harmony.
Toward the end of the hymn, one of the
church members motioned for me to come
over. She said to me, One of Bobbys
favorite songs when he played with us was
Walking and Talking with Jesus. Can we
sing that for him?
I checked with the family, and they
said of course. So the finale to this most
interesting service was a group of 20 wonder
ful Full Gospel Assembly people singing
Walking and Talking with Jesus for their
friend.
I just grinned and shook my head,
thinking, Only at a celebrant service could
we blend so many different elements and
have it all come out just right. But as it
turned out, it wasnt over.
As I was packing up my things at the
front of the chapel, two of the church ladies
came up to Jaden, Bobbys partner, and
hugged him and said, Im so sorry for your
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63
CREMAT IO N / L E G A L IS S UE S
Typically initialing a change will always be enough to document or acknowledge

a change in a contract. Just keep in mind that at some point,
if you make a lot of changes you are better to just start over with a new contract.
make sure that all associated documents and

notes are updated to reflect any changes. A
worse case scenario:
The family decides to view the body
one more time before the cremation. The
authorization form doesnt have a section
that includes services (take a look at the
ICCFA Model Cremation Authorization and
Disposition Form), so notes are made in the
file to add this additional viewing.
The problem is, no one fills out a form to
let the crematory know that there is going to
be a private viewing before the cremation.
So the body gets cremated and everyone
scratches their head wondering why no one
knew about the additional visitation.
Actually, the business owner wasnt
scratching his head. The owner was scratch
ing out a check to pay for the damages
awarded to the family.
Three donts
1. Dont use whiteout

When you need to make a change, dont
use whiteoutever. Let me repeat that one:
Never use whiteout. Whiteout is typically
the smoking gun when it comes to a court
case. When the disputed item on a form has
been covered up with whiteout and altered, it
always looks bad.
Remember that any change should simply
be marked out, with the new information then

written in. Then have the parties involved
initial the change.
Sometimes we want everything to look
pretty, but pretty wont keep you from
getting in trouble, and in fact might do the
opposite.
2. Dont think youll just remember
Everyone thinks they can remember
everything. Think about when you go to a
restaurant and place an order and the waiter
or waitress doesnt write anything down.
Dont you think to yourself, They are going
to forget something? And when they do
mess up your order, dont you wonder, Why
didnt you just write it down?
People get busy; people forget. Make
sure that any change, no matter how small or
simple, is written down somewhere. It takes
just a minute to document the change.
This applies to everything, including
things the family might ask about later. There
are countless cases where a family comes
back a year or more later and asks about
something that was supposed to be delivered
or done or returned.
Make sure you have the documentation
to show what they asked for and when you
delivered/did/returned it. One of the most
difficult cases to defend is an accusation that
something was asked for and never delivered.

A good file will show completion of the entire
contract and not leave any modifications open
to challenge.
3. Dont make it a habit
If your most of your contracts include an
addendum for a change, you might have a
problem. Constantly making changes may
mean you are not getting good decisions at
the time of arrangements.
An occasional addendum is normal. But
if they are frequent, that could be a red flag
signaling other problems.
Families consistently making changes
could mean that your arrangers are failing to
properly inform them of their options or to
properly document the familys instructions.
If your firm is seeing frequent changes, thats
something management needs to look into.
The only thing frequent changes can bring
your firm is increased exposure to liability.
Changes will happen. The changes
themselves are not the issue. But how you
document and proceed with them can be an
issue.
Make sure that you and your arrangers
and providers understand the proper way to
document changes. Even more importantly,
make sure everyone knows why this is an
issue that needs to be addressed.
r
C elebrants
Perhaps the funeral home can be that safe haven that says, Bring me your loved one and let me help you honor this
life. My profession and my mission is to serve each and every person who needs my expertise and my skills. Period.
loss. We know you loved him and we will

all miss him.
I had to sit down and catch my breath. I
had just witnessed something pretty magical.
People from completely different worlds,
beliefs and lifestyles were able to come
together in love to acknowledge that they had
all lost someone important to them and that
every persons grief was valid and real.
Its possible those lovely Full Gospel
women from Oklahoma had never knowingly
talked to or hugged a gay person in their
lives. Bobbys gay friends from Colorado had
definitely never sung Walking and Talking
with Jesus. But through a service honoring
all the facets of this mans life, true healing
and mutual support could happen.
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ICCFA Magazine
The gift of understanding that

every life deserves to be honored
My favorite experience of this type I have

shared before, but Ill recap it here briefly. I
was asked to do a service for a young man
who died of a suspected overdose. He was
a hairdresser, had a great life partner and
had come out to his family in his teens.
Four hundred 30-somethings attended his
service.
He had been baptized Roman Catholic as
a baby, and his mother wanted a priest at his
service to do the final prayer. So the funeral
home found this sweet retired priest to do
final blessing. He sat on the podium with me
for the entire service as I talked about this
young mans life and loves, and the incredible
way he had touched so many people.

I worried that the elderly priest might have
a runaway, as we call them in the South,
when he figured out that he was part of a
service for a gay man.
But he sat there engaged during the whole
service, gave a beautiful final blessing and
then whipped around to look at me. I thought,
Oh boy, here we go! He said, That was
amazing! How did you do that?
What a gift to understand that every life
deserves to be honored in the very best way
possible. And I invited him to attend our
training so he could learn how to do that.
Now, am I suggesting that celebrant
services could bring about world peace?
Not exactly. But at this time when the rights
C elebrants
of the LGBT community are being cussed
and discussed, when we see headlines about
a church refusing to allow a funeral service
for a young lesbian woman, when there is
such a division of opinions about so many
social issues, perhaps the funeral home can
be that safe haven that says, Bring me your
loved one and let me help you honor this
life. My profession and my mission is to
serve each and every person who needs my
expertise and my skills. Period.
I completely recognize that for
some readers, this might be treading on
uncomfortable ground. We should also
recognize that our business is dwindling,
and one of the ways to bolster our relevance
to our community is to be willing to open
our doors to everyone who needs us.
There is a humanitarian and a business
side to these decisions. A large contingent of
the LBGT community is choosing cremation
and planning some type of service or gather
ing on their own, because they do not believe
anyone will accept them or honor their
wishes.
What a welcome response if a funeral
home actively reached out and said, How
can we help? We are here for you.
Of course, it wouldnt be an article from
me if I didnt end by pointing out the obvious:
Who better to serve a diverse community
than a Certified Celebrant? We are uniquely
equipped and skilled to pull together and
celebrate all the elements of a loved ones
life, whatever that life included. We are
comfortable putting together a service that
can allow for honesty, healing and openness.
We are usually the ones called for those
situations that will not work for a renta-minister. One of these days we will no
longer be option No. 3 (after the familys
minister and the rent-a-minister) for funeral
homes; well be option No. 2.
Have a church home and a minister?
Great. Dont have a church home and a
minister? Let us call our Certified Celebrant.
Celebrants can be the answer for so
many situations and life experiences,
but their use can be significantly more
important when youre dealing with a
segment of our very diverse population
that some churches have not embraced.
Obviously those are not the funerals you
want to call a rent-a-minister to handle; call
a Certified Celebrant.
Our mantra is to meet the needs of fami
lies. Whatever. It. Takes. And that certainly
r
cant hurt the cause of world peace.
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65
by Shannon DeCamp
shannon_decamp
@tencon.net
ICCFA Magazine
author spotlight
DeCamp is client
services manager
for TechneTrain Inc.,
Milford, Ohio.
1.800.852.8314
www.technetrainonline.com
She researches OSHA safety regula-
tions and initiatives in order to help businesses stay in compliance and develops
products to help businesses conduct
safety training.
TechneTrain has a full line of training

programs and reference materials to help
you keep your cemetery, funeral home
or crematory in compliance with OSHA
Regulations. These products are available from the ICCFA at discounted prices.
Contact the ICCFA for more information at
1.800.645.7700.
TechneTrain has just released new

products to help you understand what
has changed and how to comply with
these revised standards.
All employers must report:
All work-related fatalities within 8 hours
Within 24 hours, all work-related:
Inpatient hospitaliations
Amputations
Losses of an eye
How to report an incident:

Call 1.800.321.OSHA (6742)
Call your nearest OSHA area office
during normal business hours
www.osha.gov/html/RAmap.html
Visit www.osha.gov/report_online
M A N A GE M E N T / S A FE T Y
Are you up-to-speed on what you should be doing to comply

with recently revised OSHA regulations? You need to be.
2015 OSHA deadlines
ome new regulatory deadlines are upon

us, so heads up.
OSHAs revised injury and illness record

keeping and reporting rules are in effect
now!
The agency says it will be enforcing these
rules immediatelyno grace period. Com
panies now have to report all employee hospi
talizations due to workplace injuries. Previ
ously, companies only had to report when
there were three or more hospitalizations.
Note the new reporting requirements at left.
In addition, some industries have been
added to the list of those that have to maintain
injury and illness records, while others fall
off the list. While it is likely that your funeral
home or cemetery is still exempt from
recordkeeping requirements, it is important
to check to confirm that none of your work
activities fall under a NAICS code that is no
longer exempt.
Those with establishments in locations
covered by a state plan should also check
their states exemption list, as that has likely
changed as well. Of course, even if you are
exempt, OSHA may still ask you to maintain
these records.
Employers must post 300A injury/illness
summary form beginning February 1
through April 30
If you are required to keep records, it is
time to post OSHAs Form 300A, which

summarizes the total number of job-related
injuries and illnesses that occurred during
2014 and were logged on OSHAs Form 300,
the log of work-related injuries and illnesses.
The summary must be posted between
February 1 and April 30, and should be
displayed in a common area where notices to
employees are usually posted.
Hazard Communication and
the Global Harmonization System
The second OSHA regulatory deadline
this year is aimed at manufacturers and
distributors, but all employers should take
note.
By June 1, 2015, all new chemical
labels and safety data sheets must conform
to the Globally Harmonized System of
Classification and Labeling of Chemicals
(GHS)OSHAs revised Hazard
Communication Standard. For employers
using chemicals, that means more and more
labels and SDSs that their employees see will
comply with GHS.
However, its possible some old-style
labels and SDSs will be around for a while.
Distributors may still ship products with the
old labels until December 1, 2015.
Your employees should already be trained
on new label elements and safety data sheets.
If not, it is time to get on the ball.
r
Effective Requirement(s)
completion date
Who
December 1, 2013
Train employees on the new label elements and safety data sheets (SDS) format.
Employers
June 1, 2015
Compliance with all modified provisions of this final rule, except: The distributor
shall not ship containers labeled by the chemical manfacturer or importer unless
it is a GHS label.
Chemical manufacturers, importers, distributors and employers
December 1, 2015
All chemicals will be shipped with GHS labels and all safety data sheets will be
in GHS format.
June 1, 2016
Update alternative workplace labeling and hazard communication program as

necessary, and provide additional employee training for newly identified physical
or health hazards.
Employers
Transition period
to the effective
completion dates
noted above
May comply with either 29 CFR 1910.1200 (the final standard), or the current
standard, or both.
66
ICCFA Magazine
RBC Wealth AD
FULL PAGE
page 67
4-COLOR
by ICCFA Magazine
Managing Editor Susan Loving
DIV E RS IT Y: S E RV IN G A L L FA M IL IE S
sloving@iccfa.com
When your market changes, you must respond

if you want to stay in business. Hortons Funeral Service in
Washington, D.C., has long forged ties with immigrant groups and
even opened a separate funeral home to appeal to Hispanics.
Today, the company is opening a new location in a suburb where
migration has caused a population explosion and preparing its
urban location to deal with rapidly shifting demographics.
randolph600@verizon.net
ICCFA Magazine subject spotlight

Randolph Bowman Horton is
CEO and president of R.N. Horton Co.
Morticians Inc., Washington, D.C.
www.hortonsfuneralhome.com
He is a licensed funeral director in Wash-
ington, D.C., Maryland and Virginia, is a

graduate of the University of the District of
Columbia mortuary science program and of
ICCFA University and is a Certified Crematory Operator via the ICCFA and CANA.
He is a member of the District of
Columbia Board of Funeral Directors

and a committee member of the Virginia
Morticians Association. He is also a committee member of the National Funeral
Directors & Morticians Association and a
member of the Academy of Funeral Service
Practitioners. He is a member of the Northern Virginia Morticians Association and was
the organizations 2012 Funeral Director of
the Year.
Horton started Santa Cruz Funerarios
Servicios in 1994 to serve the Hispanic community and this year opened a funeral home
and crematory, R. Bowman Horton Funeral
Services P.A. & Heaven Bound Cremation
Services, in White Plains, Maryland. His
company also sells memorials, vaults, grave
liners and cemetery property. He has a florist
on staff and his wife Carolyn is a licensed
caterer.

ICCFA University College
of International Studies,
July 17-22, University of
Memphis, will discuss how to
serve all groups in your community, including people from African and Latin American
nations. www.iccfa.com/events.
68
ICCFA Magazine
Staying ahead of the market:

Hortons evolves & expands
ortons Funeral Service is a

traditional urban, African-American
owned funeral home with deep
roots and wide reach in the city. In addition
to making the most of his strong hometown
ties and popularity, company President and
CEO Randolph Bowman Horton has forged
relationships with Jamaican, Ethiopian and
Sierra Leone immigrants.
More than 20 years ago, Horton also
opened the first funeral home in the city
dedicated solely to the Latino community,
Santa Cruz Funerarios Servicios. Now, as the
demographics of Washington, D.C., change,
hes preparing to appeal to the Caucasian
market.
Building the firm
Horton is a second-generation funeral

director, and he loves to talk about how his
parents started the funeral home in 1936.
His father spent his last $150 on rent for a
building, and one day when he was out front
cleaning up, a woman approached him and
said shed had a death in the family.
When she found out Horton had just
graduated from high school, she balked,
saying, Youre too young.
But he knew her nephew, who was
studying medicine at Howard University.
Well, he said to her, I hope when your
nephew gets out of medical school everyone
wont say hes too young. So she changed
her mind, and that got him started in what
would become a successful funeral business.
My father was very innovative, Horton
said. They say he was the first AfricanAmerican funeral director to change the color
of the cars. Horton Funeral Services cars
A plaque in honor of company founder

R.N. Horton Sr. hangs in the lobby.
are all white rather than black. He was the

first in the city to put an ambulance siren on
the lead car. He was the first and only one I
remember having a side-loader hearse. And
he had a Rolls Royce for his lead car.
His father, who died in 2002, was a
flamboyant man, Horton said. He used to
drive a chartreuse Cadillac convertible. He
wore a wide-brimmed hat and a tuxedo with
tails. He was one sharp-looking character,
debonair and good-looking. I even had one
lady tell me, Your dad was so fine, I wanted
to die just so he could bury me.
His father understood how to draw
people to him, and he has tried to follow
his example, Horton said. For example,
following the example of the Rolls Royce
lead car his father used, he uses a Rolls Royce
kit on all of his limousines and hearses. Our
families love it. They also are the only
One of the
vehicles
used by Horton Funeral
Service,
located in
Washington,
D.C. The
companys
founder
switched
to all-white
vehicles
years ago.
Company
President
Randolph
Bowman
Horton takes
things a
step further,
dressing
up each car
with a Rolls
Royce kit.
Above, Horton started Santa Cruz

Servicios Funerarios to serve the large
Hispanic community. Right, Horton with
friends and business partners Preston
and Gloria Turner. She is president of
Heaven Bound Cremation Services.
March-April 2015
69
DIVERS IT Y: S E RV IN G A L L FA M IL IE S
Above left, one

side of the chapel
at Hortons. Local
churches are used
more often than
the funeral home
chapel. Right
and above right,
visitation rooms.
funeral home in town

that uses motorcycles
to help processions
get through the
notorious Washington,
D.C., traffic, Horton
said, explaining,
My cousin has a
motorcycle club.
He continues to get
new ideas by going
to conventions and
finding out whats the latest thing. I was
the first one in D.C. doing dove releases.
Memorial tapestries, video tributes
whatever he thinks families might like, hell
try. A gospel composer, musican and Stellar
Award nominee and harp master is the next
big thing hes offering families, Horton said.
Im a licensed funeral director, but what I
do is plan events. People come here and when
they leave, they say, That was a wonderful
event. A funeral is the last thing you can do
for your loved one, and we need to make it
perfect.
But at its core, the business was built on
strong hometown ties, based not only on
the Horton Funeral Home brand but also
on Randoph Bowman Hortons personal
history, which is a bit different from your
standard grew-up-in-the-funeral-homewashing-hearses story. Growing up, his
name was Randolph Bowman, a name
under which he gained local fame.
70
ICCFA Magazine
I grew up in Washington, playing

football, basketball and baseball for the rec
department and the Boys and Girls Clubs.
In high school, I became a star, playing
quarterback on the football team and point
guard on the basketball team. I played
baseball one year, but it was so dull, I
stopped. I went to college on a scholarship,
finishing up at Federal City College, now
UDC.
So all the sports people know me; Im
one of them. On Sunday, we support the In
and Out of Sports program on the radio.
The first thing he says is, Our program is
sponsored in part by our great friends at
Horton Funeral Services. When you go there,
ask for my good friend Randolph Horton
but we call him Reds Bowman, a great
athlete out of Dunbar High School in 1968.
After college, Randolph Reds Bowman
worked at the city recreation department, and
then started driving a bus for Metro, the
citys public transpor

tation system, and
helped run a grocery
store that turned into a
seafood deli.
It wasnt until this
point in his eclectic
career that he became
involved with the
Hortons and his
life took a dramatic
change after he asked
Mr. Horton for a
favor.
He needed
someone to co-sign
for a loan to buy
equipment for the
store, and Horton
agreed. I promised to
pay him back, but he said, I dont want you
to pay me back. I just want you to come to
the funeral home and help me after you finish
up at the store.
Part-time work at the funeral home
eventually became full-time work. He
knew what he was doinghe was pulling
me in, Horton recalled. And I ended up
being adopted by him. He became Randolph
Bowman Horton and today is president and
CEO of the company.
The business today
The 22-room building that now houses

Horton Funeral Home and Santa Cruz
Funerarios Servicios was purchased in
1971 by his father. It has two stories and a
basement, where the embalming room is, two
reposing rooms (We had three, but I took
one of them and made it into an employee
lounge in my dads honor), a chapel that
seats 250 people, administrative offices, two
D I V ER S ITY
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The lobbys back wall is lined with mirrors that reflect the light to make the
room bright and airy.
conference rooms and a dining hall, which he

calls the repast room.
Hortons has had a repast room, where
meals are served, for about two years. It
was against the law to have food in a funeral
home at one time. He is on the D.C. Board
of Funeral Directors, and one of the things I
wanted changed when I got on the board was
allowing food and fellowship.
His repast room seats 90 people, so its too
small for some families, Horton said, but we
use it quite a bit. And his wife is a licensed
caterer, so revenue is kept in the family. I
require that the family use a caterer who is
licensed and insured, and offer them ours.
Complimented on the dcor of the funeral
home, Horton laughs as he describes bringing
in an interior designer and asking the man if
there was anything he didnt like about the
way the funeral home was decorated. I had
all these black chairs.
The man said, I dont like anything in
here. He took every piece of furniture out of
here and redid the whole building$50,000
in renovations, including paintings, color and
furnishings. And people just love it. It paid off
big time. The black chairs in the hallway are
gone, replaced by red and white ones.
Santa Cruz shares embalming personnel
with Hortons, but is run by Reina More, a
native of Cuba. More has her own office for
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71
Next door to the funeral home is a parking lot and car washfor now.
Horton plans to develop the property into affordable housing for seniors.
Clockwise, from left, the repast room; a

photo in the repast room of Civil Rights
icon Rosa Parks being fingerprinted;
the large family conference room; and
caterer Carolyn Horton. The repast room
and family conference room are on the
upper level of the funeral home.
Santa Cruz, though she uses one of Hortons

arrangement rooms. The tradition is that the
deceased is brought in, embalmed, dressed
and casketed and then taken to church. They
stayed in the church all night, then the next
day we would bring them back to the funeral
home and ship them to their native country.
Though the all-nighters at the church have
generally given way to late-nighters because
of community complaints about noise, most
Santa Cruz services still use churches rather
than the funeral home chapel. Nine out of 10
72
ICCFA Magazine
times, they go to the church.

The local Latino community is more
Central American than Mexican; ship-outs
are mainly to El Salvador and Honduras.
Next door to the funeral home is a parking
lot and car washfor now. Horton plans to
develop the property into affordable housing
for seniors. I want to do something to take
care of the seniors who have brought us this
far.
The citys new mayor, who used to repre
sent the ward where Hortons is located, is
an advocate for more affordable housing,

so that should help, he said. He had resisted
developing the lot, saying he needed the
parking for the funeral home, until someone
suggested he could include underground
parking.
Though hes excited about the possibilities
offered by the Maryland location, Horton has
no plans to leave the city. In fact, he would
like to move again within the city, and has
his eye on a piece of property in the same zip
code.
D I V ER S ITY
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Above, the upstairs hallway, which once
held black chairs. Below, a painting of
Africa which hangs in the hallway.
The people there now have a nine-year

lease, but I want to get a tour of the building.
They have a big parking lot across the street.
If I could move there, Id develop more
affordable housing in the existing funeral
home building.
Thats something to think about down the
road. Im looking at how the city is changing,
with a lot of the African-American population
being pushed out because of gentrification.
Im thinking about building something that
will attract all races.
His current location is recently and
beautifully redecorated, and is staffed by
smiling people dressed to the nines. There
are large flat-screen TVs everywhere. Its
attractive and modern, but many details,
from the artwork to the Obama Lounge to the
virtual history of the Civil Rights Movement
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73
Above left, the arrangement room used by Santa Cruz. Above right, the front of the building with signs for both businesses.
recorded in the displays in the reception

room, indicate that this is a funeral home
proud of its heritage, and one that serves
mainly African-American families.
Horton has already shown he knows
something about multicultural appeal.
Pointing out an arrangement room where a
memorial tapestry in Spanish and a painting
of the Virgin Mary are displayed, he notes
this is the room used by families served by
Santa Cruz.
your firm, not in your firm; youve got to help

it grow. The growth in cremation made him
decide we have got to get a crematory.
The cremation rate at his firm is probably
about 25 percent now, and very few are
direct cremations without a service, Horton
said. Hes not any happier about cut-rate
direct cremation providers than any other
funeral director, but not just because of the
competition they offer full-service funeral
homes.
Those people are only thinking about
themselves. Theyre not making enough
Branching out into Maryland
Though he radiates enthusiasm when talking money to employ anybody. And thats one
of the reasons we have so many young
about the new funeral home in Maryland,
African-American men standing on street
he had not originally planned to open a site
therehe simply wanted to own a crematory corners unemployed, because we are not
instead of using a third-party provider.
doing enough for our own people. Hortons
One of the things I learned at conventions employs about 30 people, including drivers
is that after you learn all these new things,
and other part-timers; nine staff members are
you need to go back to your firm and work on full-time.
Washington wont allow retorts to be built

in the city, so he had to look for a location
outside the city. It turned out that a standalone crematory was not an option where he
chose to put it in Marylandit must be part
of a funeral home.
Therefore, Horton Funeral Service now
has a second location, R. Bowman Horton
Funeral Service P.A., about 25 miles south
east of the original, in White Plains, an area
where shops and housing developments are
springing up all around.
He decided to make the Maryland location
a professional association because of state
regulations. If the business were a sole
proprietorship, if something happened to
me, theyd have to close down, Horton said.
And hes not in this business alone.
Hes partnered with close friends Preston
and Gloria Turner, who went through ICCFA
training to become crematory operators. By
Right, the
Obama
Lounge on the
second floor
of the funeral
home.
Far right, staff
photos are
prominently
placed in the
lobby of Horton Funeral
Service.
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ICCFA Magazine
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Top, the cremation viewing room.

Above, one of the windows in the cremation viewing room positioned so that
people can see the retort. Right, Preston
Turner and Randolph Bowman Horton
with the new retort from Matthews.
Below right, the lobby of R. Bowman
Horton Funeral Services P.A.
& Heaven
Bound
Cremation
Services.
This location is
decorated
in a simple
style with
colors reminiscent of
the nearby
Maryland
seashore.
76
ICCFA Magazine
making the firm a professional association,

he said, if anything happens to him, the
company will be able to hire another licensed
funeral director and keep operating.
Since his original plan was to simply build
a crematory, he ended up leasing an office
warehouse behind a small strip mall. Though
the interior is attractively decorated, the
building is hard to find, as it cannot be seen
from the highway.
The lack of visibility doesnt matter in
terms of running the crematory, which will be
handling not only Hortons business but also
third-party cremations. He is buying a vehicle
to handle the pick-ups so that he can offer
transportation to the crematory, as well.
Its not my dream funeral home, but in
four years, I plan to build from the ground
upor possibly renovate an existing
building nearby.
The chapel area in the Maryland building
is very smallhe had to add an area to
create an L-shaped space to meet minimum
square-footage requirements to qualify as a
chapelbut Horton has already made contact
with a local pastor about using his church for
services.
The largest part of the building is dedi
cated to the retort and supporting facilities,
but in addition to the chapel area, there is also
a conference/arrangement room, a selection
room and a ministers room. There is also
a nice viewing room with two windows
looking into the retort area, which was a state
requirement.
He plans to hire some marketing help for
the Maryland firm, but a lot of the marketing
will be personal, the way hes traditionally
gone about it. Hes already met with a local
clergy group, forging the kinds of ties he has
in Washington, where he is an active member
of a large church, as well as discussing
options for possible business relationships as
he looks to expansion in Maryland in the nottoo-distant future.
And hes not worried about getting the
word out that Hortons has moved into
Charles County. Im going to spend more
time out here, because I need to do the
marketing and build up the business. I cant
wait for the challenge. One of my contractors
said he ran into a guy at a bar who runs
a funeral home around here and when he
mentioned I was opening up, the guy said,
Oh, man; hes going to take all my business,
because hes a big firm.
I dont consider myself a big firm, but
I am a people person, and people gravitate
Left, Gloria Turner, president of Heaven Bound Cremation Service.

Above, the small chapel area in the crematory/funeral home.
to me. For example, though he doesnt

handle a lot of services personally, he tries
to be there to greet people when they come
into Hortons for a funeral, he says, just as on
Sundays, hes out in front greeting people at
the 7,000- member church he attends.
Serving diverse markets
The contacts and contracts he has with

the Ethiopian, Sierra Leone and Jamaica
communities have been the result of meeting
people in those communities and forging
relationships with them.
The influx of Spanish-speaking immi
grants into the greater Washington, D.C.,
region made that an obvious market to go
after. Horton took a Spanish class at a local
community college, but quickly decided he
would never be fluent enough to do business
in Spanish. The professor said the only
way to really learn was to be around people
speaking it every day. So when Ms. More
came along, I said, Would you like to be part
of the funeral business?
There are, of course, other funeral homes
in the DMV (District/Maryland/Virginia) area
that serve Hispanic families, but he knows of
none set up as a separate funeral home as is
Santa Cruz.
Perhaps most funeral directors think the
Hispanic business will be limited to ship-outs.
Most families do ship out, but thats going to
change, Horton said.
African Americans used to be the same
way. Wed come up from the South, and
when we had a death, wed go back to the
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DIVE RS IT Y: S E RV IN G A L L FA M IL IE S
Im looking at how the city is changing, with a lot of the African-American

population being pushed out because of gentrification.
Im thinking about building something that will attract all races.
South. But those of us
who were born here have
Horton hired
our roots here, and when
Cuban-born
we die, well be buried
Reina More to be
here. And thats going to
in charge of his
start happening with the
company serving the Hispanic
Spanish-speaking people.
community.
Born here, die here, stay
here. The tradition will
change.
Horton is a big
believer in working with
others to achieve what he
could not achieve alone.
Just give me a piece of
the pieI dont need
the whole pie, he said.
The Turners are not the
only ones with whom
he is sharing the pie.
More is a vice president
Horton says that
and stockholder in the
while he spends
company. She brings in
time marketing
the businessI dont. So
the new funeral
home and cremaI rewarded her for that.
tory in Maryland,
The demographic
his assistant and
shift Horton is watching
an apprentice
now involves the citys
funeral direcgentrification, which
tor, Elena Marie
according to a recent
Lowery, has the
article in The Washington
personality to
Post is occurring faster
take over his
than anywhere but
role of greeting
people as they
Portland, Oregon.
come into the
Most of the families
Washington,
Hortons serves are
D.C., location.
African-American.
But with the changes
happening in D.C., Im
gearing myself to market to the Caucasian
population, Horton said. Have you been
down on U Street? It used to be a favorite
African-American corridor. A lot of the
funeral homes down there have disappeared,
because they did not have a vision for the
future. U Street used to be almost all AfricanAmerican; now its almost completely
Caucasian.
When these young people moving into
the city have a death in the family, it generally
involves a parent who lives elsewhere, so
they arent using Washington funeral homes.
Without heritage business, funeral homes are
78
ICCFA Magazine
get everything they need

failing, Horton said.
right here, they dont have
I have a gentlemen
to run all over the place. I
I hope to put on staff to
can sell them everything but
market to the Caucasian
the dirt.
population when he gets
Actually, at times he sells
out of school. Because
the dirt, too. Weve bought
eventually, those people
hundreds of graves and put
will have children born
a grave, vault, marker and
here and theyll have ties
funeral into a package. Ive
here.
helped some churches sell
Ive tried to make
the rest of their graves this
the firm user-friendly
way.
for everybody, all races.
He tried to put together
We recently served a
a group to start a cemetery
Caucasian family who
from scratch, but had
was recommended to us
difficulty convincing
by a neighbor who is a
member of my church.
Some of the furniturnishings in others that the investment
necessary to develop a
Basically, were all the
the second floor hallway.
cemetery would pay off.
same. Our hues are a little
Not everyone is as sure as
different, but were all
he is that you have to keep moving, you have
living life and loving life.
to keep investing in the future. Too many
To pursue the Caucasian market, I think
people think small.
what Im going to do is hire a Caucasian
funeral director. I already have a Caucasian
Looking to the future
insurance agent whos doing preneed sales.
Daddy Horton got me started, and Im trying
Basically, I think its a matter of circulating
to pass the torch down to my children. One
information into the community. I think
people just need to come in and see how nice daughter is an accountant and doesnt want to
do any mortuary stuff, but she works with
our facilities are. We still have some issues
the CPA on the books. One is in mortuary
with race in this country, but its changing,
school. Another is a gospel singer. The others
especially with the younger generation.
are not on a funeral or related-business track,
A lot of business we dont get because
at least not yet.
we dont ask for it. Most funeral homes are
Next Im going to open another location
not aggressive in terms of preneed; they dont
in Virginia. Once thats done, I hope to be
want to hire anyone to do it.
able to pass the torch and not really retire
Promoting one-stop shopping
... but leave the rest for the kids to do.
Horton favors the one-stop shop concept,
When he talks about his legacy, he
and over the years has sold memorials, vaults mentions not only what he wants to leave his
and cemetery property, and even had a vault
children but also the impact he hopes hes had
company at one time.
on the community as a whole. What you do
I sell markers and monuments at the
for others is going to last. What I do for me
funeral home. Every family I see, I sell them
isnt going to last. People will talk about what
the vault or liner and the monument. One
I did for them.
of my daughters handles it. Cemeteries
Its hard to imagine anyone who so obvi
might not like it, Horton acknowledged, But ously enjoys what he does retiring complete
ly. At age 65, he still plays basketball, and
the cemeteries are selling casketstheyre
displays the enthusiasm of a rookie about
putting funeral homes on their grounds. Its
everything he does.
just business.
But maybe in a few years hell be ready to
And its a matter of making things easier
slow down enough to retire to coaching and
for families, he said. All Im trying to do is
be a better servant to my families. If they can let others carry the ball.
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interview by ICCFA
Magazine Editor Susan Loving
DIV E RS IT Y: C O M M UN IT Y O UT RE A CH
sloving@iccfa.com
The Saturday after Thanksgiving is a day for enjoying family,

for watching football and, if youre in the Los Angeles area,
for remembering your lost loved ones at a special Mass and
reception sponsored by Guerra & Gutierrez Mortuaries.
Mass of Remembrance gives

Mexican-American families
a meaningful experience
M
anthony@guerragutierrez.com
ICCFA Magazine subject spotlight
Anthony Guerra is vice president
of Guerra & Gutierrez Mortuaries,
Los Angeles and Whittier, California.
www.guerragutierrez.com
Guerra is a second-generation
funeral director who has been at Guerra &
Gutierrez for more than 35 years.
He is a former member of the ICCFA
Board of Directors and has been a
speaker at the ICCFA Annual Convention.
He is a member of the Funeral Service
Foundation Board of Trustees.
Memphis, will discuss how
to serve a variety of ethnic, religious and
national groups, including Roman Catholics
and people from Latin American countries.
www.iccfa.com/events.
80
ICCFA Magazine
any funeral homes and cemeteries

sponsor some sort of gathering in
December to help families who
have lost a loved one and are likely to find the
holidays much more stressful and a lot less
joyful than usual.
These events, held in a funeral home or
mausoleum chapel, might include words of
comfort and hope from a religious leader,
songs by a choir or chorus and a time for
attendees to remember their loved ones by
saying their names or placing ornaments in
their honor on a Christmas tree.
At Guerra & Gutierrez Mortuaries, Los
Angeles, California, the holiday season
gathering for families is different from the
norm, in several ways.
Its held earlierin November rather than
December. Its held in a church rather than at
the funeral home. And its designed to meet
the specific needs of the Mexican Roman
Catholic community that is their primary
market.
ICCFA Magazine talked to Anthony
Guerra, vice president of Guerra & Gutierrez,
about how the firms annual holiday service
started and what goes into holding this event
that draws 1,000 people to church each year
on the Saturday afternoon after Thanksgiving.
We found a parish that has a hall where we

can hold a reception immediately following
the service.
That reception is a big deal. We serve real
food, a mealsandwiches, chips, Mexican
sweet bread (pan dulce), fruit and drinks.
Why did you decide to start holding this
service?
Back then, we really werent doing anything
in the community. We were involved in a
study group and heard about all kinds of
community involvement, so we were inspired
to do something to give back to our families.
We wanted to do something unique,
something that no one else was doing.
A lot of funeral homes do something at their
mortuary chapel, but we wanted to go to
where the people go, the parish church.
Families look forward to this service; they
tell us its a powerful healing experience,
being there with other people who are in the
same situation. Some families attended year
after year. Youll see families greeting each
other every year when they attend the Mass
of Remembrance.
A lot of funeral directors and cemeterians
want to have events at their location so
that more people will come in and see
their facilities.
The Mass of Remembrance isnt about us
When did you start doing this?
or about our firm. Its about the people; its
Our first time was in 2006, in a local parish
about putting families first. In fact, our firms
church. We sponsored two services
motto is, Family owned, family focused.
Catholic Massesone in English and the
Were not trying to promote ourselves, but
other, two days later, in Spanish.
as long as were creating an experience that
Over the years, its evolved from two
families value, theyll remember who put it
separate services each attracting about 200
together for them, regardless of the venue.
people to one bilingual Mass that draws
1,000 people. We had to find a larger church. You dont include anything like a tree of
Were lucky that were so saturated with good remembrance in your ceremony?
Catholic parishes here in east Los Angeles.
No; we felt this would be more meaningful
Father Jesse Galaz, above and below right, leads the Service of Remembrance sponsored by Guerra & Gutierrez Mortuary that
draws 1,000 people each year. Below left, family members light candles by the photos of their loved ones displayed at the service.
March-April 2015
81
DIVERS ITY: CO M M UN IT Y O UT RE A CH
We chose that weekend because we found that, at least within the Mexican Hispanic
community, the family is always together that time of year. We decided that since families
are already together for Thanksgiving, that would be the best time for the service.
Each year on the Monday after Thanksgiving, Guerra & Gutierrez Mortuary calls Our Lady of Miraculous Medal Church, which is
packed for the Thanksgiving weekend Mass of Remembrance, to book the sanctuary and reception hall for the following year.
than a tree ornament ceremony, or a candlelighting ceremony. For our families, a real
Mass is truly meaningful.
How many of the families you serve are
Hispanic?
At our funeral homes, I would say about 90
percent of the families we serve are Hispanic.
And Id say about 95 percent of the families
who attend the Mass of Remembrance are
Hispanic. Some of the Hispanic attendees
who are second- and third-generation
Americans are not fluent in Spanish, so the
service is bilingual.
We dont have your standard church
singers or organists; we have mariachis who
perform throughout the entire Massthe
entry song, the song during communion, the
Ave Maria and the exiting song.
The mariachis also perform at the recep
tion. We use a group thats all womenso we
got away from the usual thing of a bunch of
guys. And we get a lot of compliments from
people who attend about these women, who
not only sing so well but also are very elegant
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ICCFA Magazine
and refined.
In recent years weve done a dove release
at the end of the Mass. The priest leads
the congregation outside and reads a bit of
scripture just before the dove release.
Why Thanksgiving Day weekend?
Usually you see these types of events
scheduled mid-December, maybe the
second week of December.
We chose that weekend because we found
that, at least within the Mexican Hispanic
community, the family is always together
that time of year. Some families are fortunate
enough to have a whole week together,
with family members coming in even from
Mexico. A lot of private schools, including
the Catholic schools, are closed that whole
week. Theres a nice, relaxed, family-time
feeling to the week.
So several years ago, we decided that
since families are already together for
Thanksgiving, that would be the best time for
the service. It makes for a nice ending to the
holiday weekend, the time of giving thanks.
With out-of-town family there, youll also

be including family members who may
someday be making arrangements for the
parents theyre visiting.
Right.
What time of day is the service held?
Its held at 1 p.m. Back when we had two
separate services, they were at 7 p.m., but for
the past several years, weve scheduled the
service in the afternoon. With 1,000 people
attending, were looking at a service thats
almost two hours long.
By having the service in the afternoon,
people can get home at a decent hour and its
still daylight out when theyre driving.
I give a closing at the service, which
always seems to fall on the day of a big
football game, USC playing UCLA or Notre
Dame, so I always joke that we schedule the
service early so everyone can get home and
watch the football game.
How much of your staff is involved in
handling this event?
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Top, Anthony Guerra thanks the parish and priests, and invites attendees to a meal
in the reception hall. Above, the mariachis provide music during the service. Right,
a dove release takes place outside the church immediately following the service.
All of our staff; its a team effort. We set up

tables around the altar where families can
place photos of their loved ones that the priest
will bless. We also assist families as they
enter the church, guiding them to the table
to place their photos and helping them light
candles we provide for them to place by the
photos.
We dont have anyone there handing out
advance planning information or anything
like that. Its all about the families; were not
84
ICCFA Magazine
there to promote ourselves.

Overall, we are invisible during the
service. The priest welcomes families and
does all the talking until the end, when I
thank the priest and the parish and invite
everyone to go to the reception hall.
There is no program for the service, but
we do hand out prayer cards to everyone.
We pass out magnetic calendars that people
tell us they look forward to getting. They
have our logo and an illustration of a saint on
them. We put those on the church pews, as

well as handouts for certain events, such as
the celebration of Our Lady of Guadalupe,
the patron saint of Mexico, at Forest Lawn
Memorial-Parks, with which we have a
relationship.
Most of the work we do is for the recep
tion. We decorate beforehand, set up the
food stations and, during the reception, we
basically are waiters, passing out refresh
ments. We also clean up afterward. The food
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You have to have the right kind of pastor to lead this type of service.
You need a pastor who engages the congregation, someone who can joke with people.
You need someone with a great personality, not someone who just feels its his duty to be there.
Above, mariachis perform while people

enjoy a meal in the church reception hall
after the service. Left, food and flowers
set out for the reception, courtesy of
Guerra & Gutierrez.
is catered. A local deli provides sandwiches,

and a local bakery provides the Mexican
bread. We bring in the drinkscoffee, water,
punch, lemonadeourselves.
How does the staff feel about working
every Saturday after Thanksgiving?
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ICCFA Magazine
Oh, theyre fine, because a lot of the staff

would be working that day anyway. Were a
firm thats pretty much open every day, seven
days a week. In fact, our staff looks forward
to this event, because they have served these
families and enjoy seeing them again.
Do you go to different churches every year?

In recent years weve used a particular
church that has a reception hall that meets
our needs. Originally, we just held the Mass.
Then families started asking me if we were
having a gathering after the Mass, and a light
bulb went on. So we found a location with a
reception hall, Our Lady of the Miraculous
Medal, in Montebello.
Who celebrates the Mass? The pastor at
that church?
No, weve been fortunate that the church has
been very welcoming, allowing us to use the
facilities and to use an outside priest. Weve
had the same priest, Father Jesse Galaz, from
the very beginning. Hes bilingual, hes very
popular in the community, hes a dynamic
guyand that is key. You have to have
the right kind of pastor to lead this type of
service.
You need a pastor who engages the
congregation, someone who can joke with

people. You need someone with a great per
sonality, not someone who just feels its his
duty to be there. Father Galaz was at the first
church we used, but hes now elsewhere, and
semi-retired. But he knows hes booked every
year for that Saturday after Thanksgiving.
And the Monday after Thanksgiving, we
call the church and book it for the following
year. So in that sense, our planning starts one
year in advance. And Miraculous Medal has
been really good to us. They make sure not
to schedule any weddings or anything else at
that time.
How do you advertise the serviceor is it
by invitation only?
One year, we advertised in the church
bulletin. At this point, we simply advertise
on our own website, and we send out an

invitation to all the families weve served
during the past three years. We dont do any
newspaper advertising or anything like that.
Everyone knows now that the Mass of
Remembrance will be on the Saturday after
Thanksgiving, at 1 p.m., in Our Lady of
the Miraculous Medal. And they know that
theyre welcome, even if they didnt get an
invitation; were never going to turn anyone
away. But we do ask people who get an
invitation to let us know if theyre coming to
help us be prepared for the number of people
who will be there.
What has been the impact on the funeral
home of holding this service?
Its not a business impact; its more of a feelgood impact. People cant thank us enough
Left, the mariachis play during the reception held after the Mass of Remembrance.
Above, Anthony Guerras sons help serve
food during the reception.
for doing this for their families. For us, it feels

good to know that people are grateful that
were doing this for them.
Do you have any advice for firms thinking
about doing something like thisnot
exactly like this, because they should do
what would work in their markets.
If one religion dominates their market,
they might try doing a service thats less
generic, that appeals more specifically to that
market. Of course, if you want to hold a full
traditional Catholic Mass like we do, you
cant do it at the mortuarycommunion has
to be celebrated on consecrated grounds. But
they could approach the parish church that
most of their families attend.
Start small, and see where you go from
there.
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AFCTS AD
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March-April 2015
87
by Jennifer Harrell
jennifer@passare.com
DIV E RS IT Y: O V E RV IE W
ICCFA Magazine
author spotlight
Harrell is vice presi-
dent, marketing, for Passare Inc. She has more

than 25 years of marketing experience developing
successful marketing strategies for both
business-to-business and business-toconsumer companies.
She began her career at Electronic

Data Systems in financial services
marketing and then joined Oracle, where
she worked in public relations, solutions
marketing and product marketing, and
held the position of director of marketing
for applications. She has worked at
several successful start-ups as marketing
vice president, leading corporate and
product marketing, as well as marketing
communications and brand strategy.
She launched a consulting firm in
2008 focused on marketing strategy,
positioning and messaging, and has
worked with Fortune 500 companies
including eBay, Symantec and SAP, as
well as several start-ups.
She has a bachelors degree from the
University of Colorado, Boulder.
Passare, San Francisco, California,
offers a comprehensive end-of-life
management platform that enables
funeral homes and families to collaborate
online. The company provides a cloudbased service that is helping to transform
the way funeral homes and consumers
engage and interact. Passare helps ease
the financial, emotional and logistical
burdens of end of life planning and
decisions by guiding families through one
of lifes most important passages.
www.passare.com
Twitter: @PassareInc
Facebook: facebook.com/passareinc
Tumblr: passareinc.tumblr.com

Memphis, will discuss how to
serve all groups in your community, including
Hindus, Buddhists, Catholics (Roman/
Orthodox/Latin American), people from
African nations, Muslims, the Amish,
Mormons, Quakers, Masons and veterans,
and the use of celebrant-led services.
88
ICCFA Magazine
Culture and religion affect a persons attitude toward

end-of-life issues and decisions about services and
memorialization. Funeral directors and cemeterians
need to be atuned to cultural diversity in their communities
so they can be ready to serve all families appropriately.
How culture affects a persons

approach to end-of-life matters
ts often said that appreciating

differences in others helps us to better
understand ourselves. Nobel Peace
Prize winner Kofi Annan said, We
may have different religions, different
languages and different colored skin, but
we all belong to the same human race.
If theres one thing every member of
the human race has in common, it is death.
Our cultures, ethnicities and faithsand
how we deal with end-of-life issues
differ, but we will all experience the deaths
of loved ones as well as our own.
Though we share the finite reality of
our existence, how we understand the
end of life is affected by who we are as
individuals. Our worldview, our culture
and how we define ourselves within that
culture greatly affect our end-of-life
experience.
Cultural diversity
and its significance
To understand cultural diversity, its

important to recognize how culture and
ethnicity create diversity.
Culture describes a groups values,
beliefs and customs.
Ethnicity refers to ones self-identified
group. That group may include sub-groups
of people who share beliefs or values, or
racial, national, tribal, religious, linguistic,
political or social backgrounds or other
characteristics.
So cultural diversity is the existence of
a variety of cultural or ethnic groups within
a society.
Cultural diversity affects everyone. Each
of us identifies with or belongs to groups of
people that influence the way we interpret
our world. This includes how we view life
and its end.
According to author Stephen Covey

(The Seven Habits of Highly Effective
People), Strength lies in differences,
not in similarities. Diversity provides an
opportunity for us to understand and respect
others differences, including how they
approach, observe and honor the end of life.
For example, Buddhist and Catholic
faiths differ greatly in their observances,
practices and end-of-life rituals. Yet a
practicing Buddhist may want to comfort
a grieving Catholic and attend services for
his or her deceased loved one. Insight about
Catholic rituals would naturally help bridge
cultural and religious differences to allow
for the most sincere, respectful expression
of condolences.
Few things are more personal than
choosing your end-of-life care and final
services. Your culture influences how you
think and feel about your final healthcare
choices, including your perspectives on pain
and suffering, and hospice and palliative
care.
Culture also plays a major role in
determining your religious and spiritual
beliefs and practices, and how those may
impact your decisions about discussing
death, dying and end-of-life rituals and
services.
Awareness and sensitivity about
culturally diverse customs and beliefs help
ensure that our own and our loved ones
end-of-life experiences are honorable,
respectful and peaceful.
Talking about the end of life
In some cultures, simply talking about

the end of life is taboo. In others, it is
encouraged. Different cultures have
their own customs and beliefs that
guide their choices to discuss or not
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DIVE RS IT Y: O V E RV IE W
Funeral Ceremonies
and Cultural Diversity
End-of-Life ceremonies often reflect a persons cultural traditions.
Here are some guidelines from various cultures around the world.
Overnight
visitations
Families
wear
white
24
Family
No
Food
gathers
to eat
wear
white
The family
wear white,
friends wear
black
The family
sits Shiva
for 7 days
wear
white
Ask the
Family
about
flowers
24
*Sources:
www.teleflora.com
wikipedia.org
fsnfuneralhomes.com
Latino Ceremonies
F lowers
are not
appropriate
Asian Ceremonies
Ceremonies may include overnight visitations and a
Chinese families wear white at funerals. Cremations are rare.
There is a ritual of bathing and shrouding the body
family feast. Floral tributes are acceptable gifts, as
Wreaths, flowers and a picture of the deceased rest on
followed by prayer. Cremation of the body is forbidden.
are lighting a candle in church. After the burial, the
top of the casket. Mums and chrysanthemums are appropriate.
Ask the family if flowers are appropriate. If they are,

fragrant flowers are acceptable.
family gathers to eat and reminisce.
Jewish Ceremonies
A rabbi performs the service, which takes place within
24 hours of death. Men wear yarmulkes. After the burial,
the family sits Shiva for seven days. Kosher food baskets
and charitable donations are appropriate; flowers are not.
Hindu Ceremonies
A Hindu priest conducts the service within 24 hours after
death. Mourners dress in white and arrive empty-handed.
Guests should not exchange greetings with the family but
rather nod or hug. Flower garlands may be in the open casket.
discuss end-of-life matters.

For example, some African and Latin
American cultures believe it is harmful to
an ailing loved one to speak about death.
Similarly, some Southeast Asian families
http://en.wikipedia.org /wiki/Islamic_funeral
http://www.fsnfuneralhomes.com/articles/asian-funeral-traditions/
ICCFA Magazine
Buddhist Ceremonies
A monk conducts the service. Families wear white; friends
wear black. A donation to a charity in the name of the
deceased is acceptable; gifts of food are not. White
flowers are traditional.
Graphic from Passare
http://www.teleflora.com/sympathy-etiquette-dierent-religions.asp
90
Muslim Ceremonies
Twitter @ PassareInc
Simplifying
End-of-Life
Management
fear that discussing
death
may hasten
it, or
that its disrespectful to elderly relatives.
In many Middle Eastern and Muslim
cultures, talking about death is taboo, since
its believed that only Allah predestines
birth and death.

Tumblr passareinc.tumblr.com
Though individual customs vary,
talking about the end of life is generally
accepted in most Western cultures.
(Which does not mean that everyone
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DI V ER SI TY: OVERVIEW
wants to talk about it.)
End-of-life healthcare
Group decision-making about end-of-life

care is common in many cultures. This
contrasts with the premium Americans
generally place on an individuals right to
make his or her own decisions about endof-life matters.
African cultures
Some Somalis believe that healthcare
decisions should involve the family, with a
male family member as the final decisionmaker and spokesperson.
Traditional Ethiopian culture and
medicine rely on a number of beliefs,
including that illnesses are the result of
evil spirits, deities, destiny, nature or a
breach of social taboos. Some families
may fear disclosing serious illnesses due to
communal shunning. Religious elders often
decide final healthcare.
South Asian cultures
In traditional Indian cultures, Hindus
and Sikhs believe in reincarnation. When
the end of life is near, the father or husband
decides whether to tell the ailing loved one
and then informs relatives and friends.
Traditional Hindus and Sikhs believe
that disease is due to karma, the result
of ones actions in past lives. They may
attribute serious illnesses to imbalances and
toxins that accumulate in the body. They
often prefer death to occur at home, where
they may perform rituals to facilitate a
souls reincarnation in another body.
Among Muslims, a religious leader may
be needed to facilitate the conversation
between the male family leader and the
provider about end-of-life care.
Reciting from the Quran at a patients
bedside ensures that the final words heard
are sacred, allowing the persons soul
to enter paradise at death. Muslims pray
facing Mecca, so placing a patients bed to
face in that direction may be an important
end-of-life care ritual.
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North American and European

cultures
North American and European cultures
generally favor a shared approach to endof-life decisions by physicians and family
members. Physicians honor a patients
treatment preferences and typically inform
the patients family of the condition and
March-April 2015
91
White flowers are the traditional Buddhist flower of mourning and may be sent to the family as a
condolence offering. Red flowers or gifts of food are not appropriate for Buddhist services. At the
viewing, candles and incense burn until the deceased is moved to the cemetery or crematorium.
Visitors should greet the family and offer their condolences, then go to the casket and bow.
prognosis. The ultimate responsibility
for end-of-life decisions is often shared
between the physician and the patient.
South American cultures
In many traditional South American
cultures, religious beliefs often influence
perceptions about end-of-life decisions and
care.
Roman Catholics may request a
visit from a priest or hospital chaplain
to receive the sacrament of anointing
the sick. Rosary beads and religious
medallions are often kept near the patient.
If the patient dies before the priest arrives,
a sacrament takes place before the remains
are removed. The elderly may wish to die
at home.
Advance Healthcare Directives
End-of-life care often includes completing

final directives such as an Advanced
Healthcare Directive (AHD) and pain
management.
An AHD is a legal document that
states your care preferences if you
become unable to speak for yourself. An
AHD allows you to appoint a healthcare
proxy who will make medical decisions
for you. The proxy may be a trusted
family member, friend or advisor who
understands and will protect your best
interests, personal values and cultural and
spiritual beliefs.
Although ethnic groups differ in their
views and use of AHDs, Caucasians and
Asian-Americans may use AHDs more
often than others. Cultural traditions that
include the concept of karma may be
adverse to AHDs. For Muslims, futile
life-saving treatment is not mandatory;
an AHD with Do Not Resuscitate (DNR)
orders if brain death occurs is encouraged.
Managing pain
Culture may affect a persons interpre

tation, expression and response to pain.
North American cultures generally favor
the use of palliative and hospice care to
manage advanced illness at the end of life.
Hospice care fits well for cultures where
passing away at home is valued.
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ICCFA Magazine
Palliative and hospice care focus on

relieving suffering and improving quality
of life by providing specialized physical,
emotional and spiritual support to patients.
Hospice is care for people in the final
stages of a terminal illness and provides
grief support to surviving loved ones.
Culture may influence the initiative a
patient takes in asking for pain medication.
For example, Korean cultures value an
indirect communication style, avoiding
public display of emotion, so the patient
may wait to be offered medication rather
than ask for it.
Diversity in end-of-life
services and customs
End-of-life events and rituals often include

cultural and religious or spiritual elements.
The rest of this article introduces a broad,
generalized perspective of different endof-life customs and traditions according to
a number of different cultural or religious
beliefs.
Asian services
Traditional Asian culture teaches that
burying a loved one without following
proper customs may bring bad luck to the
family. Cremation among traditional Asians
is rare. Final services are based on how
traditional the family is, age and social and
marital status.
Asian services are often held at the
home of the deceased. Wreaths, flowers
and the deceaseds portrait often sit atop
the coffin. White or yellow mums are
welcome. White chrysanthemums are
symbolic of grief; yellow ones are also
traditional end-of-life flowers.
The deceaseds family wears white
during the final services, though darker
clothing is becoming acceptable at modern
Asian services. The color red is forbidden,
since it is the color of happiness. No
jewelry is worn.
Final service attendees are expected to
light incense and bow to the family as a
sign of respect. Monetary donations are
appreciated.
At the burial site, everyone must turn
away as the coffin is moved from the
hearse into the grave. Once the coffin is

lowered, guests and family members turn
and place a handful of earth into the grave.
Family members may wear a piece of
cloth as an outward sign of grief for the
next 100 days.
Buddhist services
Buddhists believe they will return to
earth in another life. They prepare for death
calmly and thoughtfully. Family members
and monks may wash and shroud the
deceaseds remains. Monks recite prayers
and burn incense. Due to belief in rebirth,
Buddhists rarely allow organ donations or
autopsy.
White flowers are the traditional
Buddhist flower of mourning and may be
sent to the family as a condolence offering.
Red flowers or gifts of food are not
appropriate for Buddhist services.
A monetary donation to the family or
to a designated charity in the deceaseds
name is appropriate.
At the viewing, candles and incense
burn until the deceased is moved to
the cemetery or crematorium. Visitors
should greet the family and offer their
condolences, then go to the casket and bow.
They may then either stay for a moment of
silence or discreetly exit.
Hindu services
A Hindu priest conducts the final ser
vice with family members. It is followed
by cremation within 24 hours after death.
Mourners often dress in simple white
clothes. They do not bring flowers or gifts
to the final services.
Guests should not greet the mourners,
but instead nod or offer a brief embrace
in sympathy. Flower garlands and mixed
seasonal flowers may be laid in the open
casket.
Guests are expected to view the
deceaseds remains. Ten days after death,
a ceremony is held at the deceaseds home
to liberate the soul into heaven. Visitors
should bring an offering of fruit.
Hispanic services
Hispanic final services often follow the
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Organ donation is generally acceptable for Muslims, as it follows the Qurans teaching,
Whosoever saves the life of one person it would be as if he saved the life of all mankind.
Customs vary as to whether it is appropriate to send or display flowers at an Islamic funeral.
Roman Catholic faith and include a typical
Sunday Mass or church service. The wake
may include mariachi music, overnight
visitations and a family feast.
Floral tributes are welcome. A simple
bouquet or tribute in the shape of a cross,
or lighting a candle in the church, is an
acceptable condolence gift to grieving
loved ones.
Grieving loved ones often place per
sonal items and gifts inside the deceaseds
casket. Burial follows the ceremony.
Family members and friends often gather
to eat, reminisce and comfort each other
following the burial.
Mexican and Central American cultural
beliefs hold that a loved ones spirit lives
on, although their body has passed away.
This includes the belief that there are speci
fic days during the year when the spirits of
deceased loved ones return to walk among
the living. Families may pray to them and
ask their spirit for guidance and support.
Jewish services
Some Jewish final services are held
exclusively graveside, while others occur
at the synagogue or a funeral home and
then proceed to the cemetery. Traditionally,
burial takes place within 24 hours.
Jewish final services cannot take place on
Saturday, the Jewish Sabbath or Shabbat, or
on Jewish holidays.
A rabbi performs the final service. Darkcolored clothing is worn to express grief.
Men wear a head covering known as a
yarmulke, provided by the funeral home.
Jewish tradition teaches that among
the most important mitzvoth, or
commandments, is helping deceased loved
ones find their final resting place. Placing
earth in the grave of a loved one is an
important part of the service and a powerful
act of love and devotion.
For seven days after the burial, the
immediate family sits in mourning, or
shiva, at home. Family and friends may
make a shiva call to pay their respects.
Desserts, fruit and kosher food baskets
are traditionally given or sent to the
home. Charitable donations are acceptable
memorial gifts. Flowers are not appropriate
for a shiva call.
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ICCFA Magazine
Mormon services
Final services for Mormons, or
members of the Church of Jesus Christ
of Latter-day Saints, are typically held
within one week of death. The final service
is 60 to 90 minutes in length, and may
take place in a church, funeral home or at
graveside.
The bishop of the deceaseds congre
gation conducts the service. Use of a cross
or crucifix is not permitted, as Latter-day
Saints believe in the bodily resurrection of
Christ. There may be an open casket if the
family chooses.
It is appropriate to visit or contact the
family to offer condolences before and
after the funeral service. Non-Mormon
guests may participate in the service.
Modest attire is appropriate, but no head
covering is required. Guests typically
attend the burial that follows the final
service.
Floral tributes are encouraged for a
Mormon ceremony. Condolences in the
shape of a cross are not appropriate.
Muslim services
According to Islamic law, or sharia,
the deceased should be buried as soon
as possible after death. A local Islamic
organization should be contacted imme
diately after death for final service plan
ning and preparations. They will help
make arrangements for the final service
and burial.
Organ donation is generally acceptable
for Muslims, as it follows the Qurans
teaching, Whosoever saves the life of one
person it would be as if he saved the life of
all mankind.
Customs vary as to whether it is ap
propriate to send or display flowers at
an Islamic funeral. Some Islamic inter
pretations view gifts of flowers unsuit
able, while others believe flowers are
appropriate. Ask a local Muslim religious
leader or the family for guidance.
If acceptable, fragrant flowers such as
roses may be given. Palm branches, other
greens or individual flowers are often
placed on the grave at a Muslim burial
service.
Protestant (Lutheran, Methodist,

Presbyterian, Episcopalian and Baptist)
services
A Protestant final ceremony emphasizes
the afterlife and might celebrate the de
ceaseds life through testimonials and
remembrances. A minister typically
conducts the service, possibly with
participation from family and friends.
Attendees dress respectfully and
conservatively, though most people no
longer wear traditional black clothing.
Appropriate expressions of sympathy
include sending condolence cards,
attending the visitation or funeral, sending
flowers to the family or funeral home,
donating to a charity designated by the
family or bringing food or other support
offerings to the familys home.
Roman Catholic services
In the Catholic faith, final service
rituals originate from deep-rooted history
and tradition. Respectful, somber floral
arrangements may be sent to the family
or funeral home. Monetary donations
are appropriate and may be sent to the
deceaseds preferred charity.
Before the funeral, Catholics hold a
vigil, sometimes called a wake. Candles
and flowers decorate the place where the
wake and funeral service take place, as
well as the burial site. It is customary to
make a brief visit, spend a few moments in
prayer and then pay respects personally to
the deceaseds family.
A priest performs the final service or
Mass, called the requiem, in a Catholic
church. During celebration of the Mass,
lighting a candle honors the deceased and
helps comfort the mourners. After the
burial, family and friends gather at the
home of a family member to share a meal
and remembrances of their deceased loved
one.
The anonymous quote, Diversity is
the one true thing we have in common,
is an insightful reminder that appreciating
different cultures makes our world fasci
nating and helps us achieve personal
growth, even as we experience end-of-life
events.
r
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by Gail Rubin, CT, CC

Gail@
AGoodGoodbye.com
505.265.7215
ICCFA Magazine
author spotlight
Rubin, The Doyenne
of Death, is based in
Albuquerque, New
Mexico. She brings a
light touch to serious subjects as a speaker
who uses humor and funny films to attract
people to discuss mortality, end-of-life,
estate and funeral planning issues. She is
a Certified Celebrant and a death educator
Certified in Thanatology: Death, Dying and
Bereavement by the Association for Death
Education and Counseling.
DIV E RS IT Y: J UDA IS M
Is there a Jewish funeral home in your city or town?

If not, its especially important that you know how to serve Jewish
families. These families might not be well versed about Jewish
funeral and burial traditions themselves, but they will expect you,
as a death-care professional, to know what to do.
She is a member of Albuquerques

Chevrah Kaddisha and the cemetery committee for the historic Congregation Albert
cemetery. She can train funeral home
personnel about the full range of Jewish
funeral traditions in continuing education
workshops and provide entertaining and
educational community outreach programs
to generate pre-need planning.
A pioneering Death Caf
hostess, she is author of the
award-winning book and
host of the TV and radio
shows
A Good
Goodbye:
Funeral
Planning for Those Who
Dont Plan to Die. She
also creates Mortality
Minute radio spots and
writes The Family Plot
Blog at her website,
www.AGoodGoodbye.com.
Additional details about Jewish funeral

traditions are available on Rubins website,
AGoodGoodbye.com. Search for Jewish
traditions on The Family Plot Blog.
New this year, the

Memphis, will discuss how to serve a variety
of ethnic, religious and national groups.
96
ICCFA Magazine
Earth and shovels ready for use by family and friends at a Jewish burial.
Jewish funeral & burial traditions
ou can find Jews in almost any

community, but not very many
towns have a large enough Jewish
population to support a Jewish funeral
home. What do non-Jewish funeral
directors need to know to effectively serve
a Jewish community? A lot.
Jews are a questioning people, with
differing levels of observance. From the
most liberal to the most conservative, the
branches of Judaism are Renewal, Reform,
Conservative, Reconstructionist and
Orthodox.
While the celebration of holidays and
happy events may be familiar to most
members of the tribe, many Jews dont
know their own traditions when it comes
to funerals.
With a Jewish intermarriage rate of
about 47 percent and climbing, funeral
directors will also be faced with nego
tiating final arrangements for interfaith
families. Oy vey! Many times, the Jewish
partner wont know his or her own
traditions and will look to you to educate
them.
The joke goes, where you have two

Jews, you get three opinions. Use this
information with the knowledge that there
are many different interpretations of these
traditions.
The 24-hour rule
The Jewish tradition of burying a body

within 24 hours has Biblical as well as
practical roots. Many aspects of Jewish
funerals are echoed in Muslim funeral
traditions, appropriate since both religions
trace their heritage back to the patriarch
Abraham.
Practically speaking, the religion started
in a hot desert culture, before the advent
of modern refrigeration or embalming
techniques. Decomposition sets in within
24 hours without refrigeration or embalm
ing. Thousands of years ago, burying
quickly became a hallmark of Jewish and
Muslim funerals.
Biblically, the rules can be found in
Deuteronomy 21:23: Thou shalt bury him
the same day, and His body shall not
remain all night. Traditionally, the family
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DIVERSITY: JUDAISM
A positive selling point with eco-conscious consumers: Jewish or Muslim burial is the closest
you can get to green burial in a conventional cemetery. And its economical. Both Jewish and Muslim
traditions insist that both rich and poor be buried simply. We are all equal in death.
An historic Jewish cemetery in Atlanta. It is tradition for visitors to leave small stones or pebbles on the grave.
could not begin mourning their dead until

the burial had taken place.
In our modern times, with refrigeration
and air travel, many branches of the Jewish
faith allow several days for a widely
dispersed family to gather for a funeral.
The Orthodox branch strictly observes the
tradition of burial within 24 hours.
Funerals are never held on Saturday (the
Jewish Sabbath) or on Jewish holidays.
Some Jewish holidays are a week long, and
funerals cant be held on the first two days
or the last day of the festival. However,
burial is permitted on intermediate days.
Funerals can be delayed to allow close
family members enough time to arrive
for the event. Four days is the general
maximum time delay allowed.
in biblical times, the patriarchs and

matriarchs were all buried. Deuteronomy
says God personally buried Moses.
Fireused for cremationrepresents
punishment. Consider the fiery judgments
delivered to Sodom and Gomorrah and the
sons of Aaron. They made unauthorized
offerings to God, who promptly struck
them dead with fire.
Jews bury sacred objects. When a
Torah, a prayer book or a prayer shawl is
too worn for use, Jews bury themthey
do not burn them. The body is considered
the sacred vessel of the soul, and deserves
similar treatment.
Reform and some Conservative congre
gations and rabbis allow cremation, provi
ded the remains are given a permanent
resting place in a Jewish cemetery. The
Orthodox do not approve of cremation.
Jews and cremation
Jewish burial equals green burial
Scheduling funerals
Traditionally, Jews have preferred burial

over cremation. While cremation existed
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ICCFA Magazine
A positive selling point with eco-conscious

consumers: Jewish or Muslim burial is
the closest you can get to green burial

in a conventional cemetery. And its
economical. Both Jewish and Muslim
traditions insist that both rich and poor be
buried simply. We are all equal in death.
The body is washed and dressed in
white cotton or linen clothing called
shrouds, in Hebrew, tachrichim. A kosher
casket is made of soft wood such as pine
or poplar, with no metal parts. Everything
is meant to biodegrade in contact with the
earth.
The washing and dressing is usually
performed by the Chevrah Kaddisha,
also known as the Jewish Burial Society.
These trained volunteers come to the
funeral home to do a tahara, the ritual
cleansing with prayers and chanting.
They may provide the shrouds to dress the
body, or that may be the funeral homes
responsibility.
If a town has no established Chevrah
Kaddisha, the nearest synagogue, Jewish
services agency or JCC may be able to
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DIVERSITY: JUDAISM
Funerals are never held on Saturday (the Jewish Sabbath) or on Jewish holidays.
Some Jewish holidays are a week long, and funerals cant be held on the first two days
or the last day of the festival. However, burial is permitted on intermediate days.
Congregation Albert
Cemetery.
provide guidance for

resources.
At the cemetery, the
casket is put in contact
with the earth, so the body
can decompose into the
ground. Cemeteries may
use polydome liners or
concrete sides and tops
to keep the earth from
collapsing. Preservation
with vaults is not a Jewish
burial tradition. The body,
clothing and wood all
decompose at about the
same rate.
No embalming
Traditionally, Jews avoid

embalming, as blood is considered a part
of the body, which is to be kept as intact
as possible. The Chevrah Kaddisha takes
great pains to collect any loose hairs and
clip bloodstained fabric while preparing
the body. These are placed in a linen bag in
the casket, to be buried with the body.
If the body has to be flown to a distant
cemetery for burial, cold packs or dry ice
may be used to keep the body refrigerated
in transit. The cold pack/dry ice choice
depends on each airlines different
shipping rules.
No flowers, no viewing
The custom of sending fragrant flowers

to funerals originated in part to cover the
smell of a decomposing body. Because of
the promptness of Jewish burial, flowers
are unnecessary.
The preferred way to show sympathy is
to make memorial donations to a worthy
cause supported by the deceased. The
obituary can be used to effectively direct
donations.
Jews generally avoid viewing the body
at a funeral, as its considered disrespectful
of the earthly vessel that once held the
human spirit.
However, the body is traditionally
watched over prior to the funeral by
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ICCFA Magazine
a shomer (translated as observer or

watchman) who recites prayers for the
deceased. This has a practical basis going
back to the desert culture origin, to keep
wild animals from desecrating the body
before burial.
Following the deceased to their final

resting place is considered a mitzvah (a
good deed). If the funeral is held anywhere
other than graveside, its a good idea to hire
motorcycle escorts to help manage traffic
flow going from one place to the other.
Funeral traditions
Cemetery traditions
Prior to the funeral, the deceased is the

center of attention and the family focuses
on making the arrangements for the funeral
and burial. At the funeral, attention shifts
to supporting the family.
Before the funeral starts, the rabbi or
celebrant conducts the keriah ceremony.
The family members closest to the
deceased tear a black ribbon and pin it
to their clothing. The Orthodox actually
tear the clothes they have on and wear
that garment throughout the seven-day
mourning period after the funeral.
This tearing action helps release
emotions, and represents how death has
torn the fabric of the familys life.
Jewish funerals are usually very short,
with three elements: A eulogy that says
truthful things about the deceased, the
prayer El Malei Rachamim (Source of
Compassion) and the Mourners Kaddish
at the burial. The 23rd Psalm is also
frequently read by the assembled.
At a Jewish cemetery, the throwing of

earth on a casket is as iconic as stomping
on a glass at the end of a Jewish wedding.
The dull thud of soil hitting the casket
generates a visceral experience. Mourners
need access to shovels or trowels and a
pile of dirt.
Traditionally mourners use the back of
the spade, because burying a loved one is
meant to be hard. In addition, mourners
replace the shovel back in the earth,
instead of directly passing it on to the next
person. This tradition reflects the idea that
pain should not pass from hand to hand.
Attendees may also use their bare hands
to drop soil on the casket.
Once the deceased is in the ground, and
mourners have taken their turns dropping
earth in the grave, the assembled recite the
Mourners Kaddish. This ancient prayer
makes no mention of death but praises
God.
At some Jewish burials, the attendees
DIVERSITY: JUDAISM
will fill the grave in entirely themselves.
A pitcher of water and towel are
provided either at the gate of the cemetery
or at the door to the house of mourning
after the funeral. This tradition has both
practical and ritual origins.
People are considered ritually impure
after being in contact with the dead until
they have washed themselves. Practically,
if attendees did actually fill in the grave,
they would be dirty and want to wash their
hands.
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Community support after the

funeral
One of the biggest differences between

Christian and Jewish funerals is the
timing of community support. Christians
may spend several days in visitation and
viewings leading up to the funeral.
Jews bury quickly and the family
spends time after the funeral receiving the
support of their community at home during
the seven-day period of mourning known
as shiva (translated as sevenalso spelled
shivah).
Many Jewish families no longer
take the full seven days to observe athome mourning, except the Orthodox.
Nevertheless, funeral directors should be
familiar with the traditions and supplies
needed for this follow-up to a Jewish
funeral service.
Elements include a seven-day shiva
candle, prayer service booklets, yamulkes,
low chairs and coverings for mirrors.
The traditions related to the shiva
mourning period and follow-up 30-day
period of sheloshim and the yartzeit
anniversary of a death could fill another
lengthy article.
For entertaining illustrations of Jewish
funeral and mourning traditions, check
out the films My Mexican Shivah
and Noras Will. Both films from
Mexico feature very traditional European
(Ashkenazi) Jewish funeral observances.
How do two movies from Mexico
come to feature European Jewish funeral
traditions? During the 1940s, Mexico
was one of the few countries that allowed
Jews to flee Hitlers murderous Final
Solution in Europe. Thriving traditional
Jewish communities became established in
Mexico City and other towns.
It just goes to show, you will find
Jews livingand dyingin some very
r
unexpected places.
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March-April 2015
101
by Tanya Scotece, CFSP, CC

tanya@farley
funeralhome.com
ICCFA Magazine
author spotlight
Scotece is a funeral
director and Certified

Celebrant with Farley
Funeral Homes
& Crematory, Venice,
Florida. The familyowned company also owns a cemetery,
Venice Memorial Gardens.
DIV E RS IT Y: FL O RIDA V S . H AWA II
Hawaii and Florida both offer warm climates and

have an ethnically diverse population. But when it comes to
funeral and cemetery practices, there are a lot of differences.
www.farleyfuneralhome.com
After working in a medical office setting

for nearly 20 years, she started mortuary
school in 2003, graduating in 2005. She
then obtained a bachelors degree in
criminal justice and a masters degree in
criminal forensics. She has completed all
of the coursework and qualifying exams for
her Ph.D. and is now a doctoral candidate
at the University of South Florida (Tampa)
in curriculum and instruction with emphasis on adult education. Her research has
focused on funeral service.
In 2008, she became a Certified
Celebrant through the ICCFA University

College of 21st Century Funeral Services.
She graduated from ICCFAU in 2011 and
was chosen as valedictorian.
Despite her late entry into funeral

service, Scotece had wanted to be a
funeral director since the age of 12, when
her mother took her to a visitation, where
she was fascinated by the process. She
surprised her mother by asking if she could
attend the other visitation occurring at the
funeral home. I actually went by myself to
the other side of the funeral home and paid
my respects.
New this year, the

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ICCFA Magazine
A casket from Matthews International designed to appeal to Chinese families, on

display in a Hawaiian funeral home.
How the people of the Aloha

state say their final Aloha
ost people visit Hawaii for the

sunsets, beaches and volcanoes.
A few visit Hawaii to tour funeral
homes and cemeteries. I seem to fall into the
latter category.
Last year, while on a visit to our youngest
state, I met Robert, who has been a licensed
funeral director for 20 years in Hawaii. Be
fore I met him, I had preconceived ideas
about Hawaiian funerals, but Robert com
pletely changed my mind. I learned that many
similarities exist between how funerals are
run in Hawaii and in Florida, where I work.
Comparing and contrasting
In some areas, I found Hawaii to be more

advanced than Florida, and in others, the
opposite was true. For example, Hawaii
had been using the electronic death record
system (EDRS) for five or six years, while
in Florida, it had been used for only a
couple of years at that point. As in Florida,
Hawaii operates under a medical examiner
system.
There is a 24-hour minimum waiting
period before cremation in Hawaii, whereas
Floridas minimum wait is 48 hours.

The Hawaiian cremation rate is 70 to
75 percenteven higher than Floridas
because of the popularity of cremation
among the large Asian population. Many
of the families served by Robert's funeral
home are Micronesian, Asian, Polynesian
and Laotian, and they prefer inurnment in a
cemetery. Not many families will take the
urn home to keep.
I found a bigger difference in the types
of services offered. Robert told me that
most of the families they serve still rely
on clergy to perform the servicea monk,
minister or priest. In Florida, we often use
celebrants.
Roberts funeral home offers free ser
vices for children under 12; at our funeral
home, children less than a year old receive
free services.
At Roberts funeral home, food is gener
ally expected at services. The funeral home
provides the family with a list of caterers
in the area, and it is almost atypical if the
family does not provide food for their
guests.
DIVERS I T Y: FL O RIDA V S . H AWA II

An average service at the Hawaiian
funeral home draws 150 people. Contrary
to my belief that, like Florida, the islands
population is transient, most people in
Hawaii are born and raised there and remain
all their lives. The state provides more
accommodations regarding burial in the
national cemetery for people who are born in
Hawaii.
Space is of concern in Hawaii, and that is
one of the reasons people choose cremation.
Roberts cemetery is family-owned. The
cemetery allows up to eight urns per plot
in family-purchased lots designed to hold
a casket. In fact, it is very common to have
eight family members urns buried in one
casketed plot. This helps families who
originally were set on casketed burial and
now are leaning more toward cremation.
Glass-front niches, which allow urns to be
visible, are more popular than granite ones at
Roberts cemetery. In Florida, granite-faced
urns are more popular. Whats nice about the
glass-front niches is that the family can place
memorabilia next to the urn.
Another thing I found interesting was
that many of the urns are made of koa wood,
The cemetery grounds featured flat markers and were covered with floral tributes.
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103
DIVERS I T Y: FL O RIDA V S . H AWA II
Above and below, glass-fronted niches

that allow the urn to be seen and memorabilia to be displayed are popular.
An urn made of koa wood, native to

Hawaii, with a butterfly etching.
104
ICCFA Magazine
native to Hawaii. These

urns can be etched with
a butterfly or flower,
and this is common in
Hawaii.
Only flush markers
are permitted in the
cemetery where Robert
works, and plots are
heavily decorated with
tropical flowers
nothing artificial, all
real.
A fair number of
transfers are handled,
most recently to
Incense is available for families who are visiting their loved
California, North
ones buried here.
Carolina, Virginia and
pieces because of shipping costs. Shipping
Texas. The most difficult transfers are to
is expensive from the mainland.
Micronesia. One airline flies direct and holds
When we walked through the cemetery
only one casket. Sometimes a flight isnt
niches, I noticed the smell of incense,
available for five to seven days.
which is made available to all families and
The owner of the funeral home I
is most often used by Buddhist families.
visited is Chinese, so I asked him whether
The funeral home offers both a white
they import their caskets from China.
coach and a black hearse to the families
I was surprised to learn they use the
they serve. White symbolizes purity, so
same company we do, Batesville, out of
is the more popular choice, even for the
Batesville, Indiana, because they feel the
limousine.
casket construction is better.
I learned something interesting about
I really liked the selection room,
anatomical donation in Hawaii. Families
which was very similar to ours, filled
donating their bodies to the University of
with traditional caskets. To serve Chinese
Hawaii do not have to go to a funeral home
families, they feature a beautiful casket
for the death certificate; the university files
made by Matthews and decorated with the the death certificate. Recently someone
Chinese symbol for longevity.
came to Roberts funeral home with the
They also feature a cremation/alternate
urn of a family member whose body
container called the Clarion. Many people
had been donated, and he had to call the
from the Midwest relocate to Hawaii,
university for the death certificate.
and they like the knotty pine look, so this
If someone wants a death certificate
is one of their most popular cremation/
in Florida, the person has to go through a
alternate containers.
funeral provider to have it filed. Once it is
Another thing I found interesting was
filed, people can call the state or county for
that in their selection room, they offer a
copies, but they need a funeral home to file
Japanese urn which is a bit larger than
it initially.
what were used to seeing. Japanese
A few other random observations:
families require that the cremated remains
The dress code at Roberts funeral
not be pulverized, because they remove
home is more relaxed than at ours in
bones from the cremated remains with
Florida. During services, a shirt and tie are
chopsticks. The larger urn accommodates
worn, but when no services are scheduled,
this practice.
the staff is permitted to wear aloha shirts.
Two different chopsticks are used for
In Hawaii, you can work as an
this purpose. In Japanese culture, it is very arranging funeral director without
rude to give a person two different kinds
attending mortuary school. In Florida, the
of chopsticks for eating; the use of two
law is shifting to allow the same thing.
different chopsticks is limited to this death
The local newspaper provides free
ritual.
death notices for everyone in Hawaii, and
Keepsakes are popular, although the
90 percent of families take advantage of
company does not carry memorial glass
r
this option.
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by Christine Stoddard
DIV E RS IT Y: CE M E T E RY DE S IGN
The appearance of a cemetery is influenced by whether its a

traditional upright or memorial park style property, by the local
climate and also by whether it is a secular or religious cemetery.
cstoddard@catholicherald.com
stoddar.christine@gmail.com
ICCFA Magazine author spotlight
Stoddard is a staff writer for The
Arlington Catholic Herald, founding editor

of Quail Bell Magazine, and co-author of
Images of America: Richmond Cemeteries (Arcadia Publishing).
In 2014, Folio Magazine, the trade
publication for magazines and online
media, named her one of the industrys
top 20 visionaries in their 20s at the
MediaNext conference in New York.
Her books, The Hispanics of Virginia
(The History Press) and Once Upon a
Body (Six Gallery Press), are forthcoming. Check out her portfolio at
www.wordsmithchristine.com
Read more about St. Marys Cemetery

in St. Marys: 200 Years for Christ
(1795-1995), available for sale at the St.
Mary Church rectory, 310 Duke Street,
Alexandria, Virginia.
Editors note: This article is reprinted
courtesy of the The Arlington Catholic
Herald, the Catholic newspaper for the
Diocese of Arlington, Virginia.
www.catholicherald.com
New this year, the

106
ICCFA Magazine
The entrance to Sacred Heart of Jesus Cemetery in Winchester, Virginia.
Faith and tradition define

Catholic cemetery aesthetics
n a poetic coincidence, Virginias last

remaining river lighthouse neighbors
the states first Catholic cemetery,
established in 1795. Under the roar of the
Woodrow Wilson Memorial Bridge, at the
southern edge of Old Town Alexandria,
St. Marys Cemetery and Jones Point Park
still manage to be places of peace for
Washingtonians.
Yet, even with the Potomac lapping its
shores, the beautiful historic park fails to
inspire the same serenity as the resting place
for the dead. Cemeteries, regardless of age
or size, have an aura.
Since the earliest days of the church,
Catholics have been buried together in
sacred ground awaiting the resurrection of
their bodies, wrote Washington Cardinal
Donald W. Wuerl in an official statement
for the archdioceses cemetery office.
In these first Catholic cemeteries,
friends and family would gather frequently
to celebrate Mass and pray for the souls of
the deceased at their graves. This Christian

hope and experience still continues in our
day.
Catholic cemeteries reflect these beliefs
through their art and symbolism, from
personal memorials to shrines.
Art is in cemeteries for prayerful
reflection, said John Spalding, director
of cemeteries for the Archdiocese of
Washington.
Roman Szabelski, director of cemeteries
for the Archdiocese of Chicago, said that
all aspects of a cemeterys art must add to
the beauty and sacredness. It must hold to
faithfulness.
The Archdiocese of Chicago, which has
large Polish and Hispanic communities, is
home to shrines that pay homage to what
Szabelski calls ethnic attachments.
Two such shrines are dedicated to Our
Lady of Guadalupe and were installed last
year. The shrines, which were conceived
by Gianfranco Tassara of Inspired Artisans,
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DIVERS IT Y: C E M E T E RY DE S IGN
Every parish has its own (funeral) mores, customs and folkways.
In a small community, funeral directors are members of the community just as parishioners are.
We are their neighbors. We live, breathe and self-perpetuate together.
Thomas W. Gale, co-owner, Currie Funeral Home, Kilmarnock, Virginia
A statue of the Virgin Mary overlooks

the childrens section of Sacred Heart of
Jesus Cemetery, where additional statuary marks many of the graves.
This shrine to Our Lady of Guadalupe, in a Catholic cemetery in Des Plaines,

llinois, pays homage to the ethnic attachments of the Hispanic community.
The feature is by Inspired Artisans, Milwaukee, Wisconsin.
are two nearly identical granite sculptures,

located in different cemeteries. The only
difference lies in their size: One is 30 feet
tall, while the other is 12.
Chicago requires that all personal
memorials possess a Christian symbol
based on personal preference. This may
include a patron saint, the Blessed Mother,
the Sacred Heart of Jesus or a butterfly, a
symbol of new life. Those of the Jewish
faith buried in a Catholic cemetery, perhaps
because of a spousal connection, may
108
ICCFA Magazine
choose the Star of David, which Szabelski

said, still counts as a Christian symbol.
In Washington, Spalding said that
personal memorials may tie in emblems
and other choices that dont go against the
teachings of the church. A family may
choose a baseball emblem for someone who
was a baseball-lover.
After deciding the materials and visual
look of a memorial, Spalding said his office
works with families to write the inscription
and lock down the exact spelling of a name.
Symmetry is important, said Spalding.

That helps guide the layout of the words.
After the family signs a contract, the
artisans will take over: someone to cast
the bronze, someone to cut the granite,
someone to engrave the name and
inscription.
According to Spalding, one of the
biggest trends shaping the look of Catholic
cemeteries is the rise in cremations, which
now account for 17 percent of all Catholic
burials. The Catholic Church lifted its ban
DIVERS IT Y: C E M E T E RY DE S IGN
on cremation in 1963, previously decreeing
that all Catholics were to be, like Christ,
entombed or buried.
Thirty years ago, you might have had a
cremation once a year, said Spalding.
In Arlington, there are no diocesan
cemeteries. Instead, nine Arlington parishes
maintain their own cemeteries. Three of
those cemeteries are in small towns in
Eastern Virginia: King George, Kilmarnock
and Hague.
The Sacred Heart Cemetery in Win
chester dates back to shortly before the
turn of 20th century. Father Stanley J.
Krempa, former pastor at St. Mary Church
and current pastor of Sacred Heart of Jesus
Church, describes it as a conservative,
standard and typical Catholic cemetery.
The infants section is very moving,
said Father Krempa. A statue of the Virgin
Mary overlooks the young childrens graves.
Because the cemetery lies across the street
from an elementary school, sometimes you
can hear children playing in the background
while a funeral is taking place.
When asked about the main aesthetic
differences between Catholic and nonCatholic cemeteries, Father Krempa said,
Catholic cemeteries have more statuary
than other types of cemeteries. Secular
cemeteries, in comparison, tend to have lots
of urns.
The biggest changes have not so much
been in cemeteries as they have been in
funerals, he added. Wakes used to last
two days. Now, the formal grieving process
has been truncated.
As a funeral director, Thomas W. Gale,
co-owner of Currie Funeral Home in
A traditional
statue,
and an
etching
on a
modern
memorial.
Kilmarnock, helps families plan funerals.

His funeral home shares a parking lot with
St. Francis de Sales Church, a parish his
business has served since 1924.
Every parish has its own (funeral)
mores, customs and folkways, said Gale.
In a small community, funeral directors
are members of the community just as
parishioners are. We are their neighbors. We

live, breathe and self-perpetuate together.
One funeral custom at St. Francis de
Sales Church is to walk the casket from the
funeral parlor to the cemetery instead of
transporting it by hearse.
Its a symbolic walk, said Gale. We
walk as far as we can humanly walk, just as
the deceased has walked as far as they can
humanly walk through life. Their life is now
with the Father.
Circumstances may affect how Catholics
are buried, especially in cemeteries meant
for people of all faiths.
During World War I, soldiers would
be buried (in Europe), and they would not
be transferred (to the United States). It was
gut-wrenching, said Nora Heimann, art
department chair and associate professor
of art history at the Catholic University in
Washington. Heimann said the Knights
of Columbus would organize trips for
American Catholic parents to see the graves
of their children in France and Belgium.
There may have been a few reasons for
not transferring the bodies or separating the
soldiers by faith, said Heimann. Those
reasons may have been financial or about
practicality or the idea that it was more
egalitarian to bury soldiers from mixed
socio-economic backgrounds.
But usually, Father Krempa said,
Cemeteries are cemeteries. With the
20th century, they became increasingly
standardized.
Cemeteries are not a place for a lot of
innovation, said Father Krempa. They are
a place for peace, a place of respite. People
r
come here and remember.
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March-April 2015
109
by Daniel M. Isard, MSFS

1.800.426.0165
danisard@f4sight.com
M A N A GE M E N T
ICCFA Magazine
author spotlight
Isard is president of
Funeral homes and cemeteries have gone from being

sure-fire profit-generators to being management challenges
in danger of losing money, if not going out of business entirely.
Heres what you need to do about the situation.
The Foresight Companies

LLC, a Phoenix-based
business and management consulting firm specializing in mergers and acquisitions, valuations, accounting, financing and customer surveys.
He is the author of several books, and
the host of The Dan Isard Show.

http://funeralradio.com
Educational information, including
copies of this article, can be found at

www.f4sight.com
You can follow Isard on Twitter at
@f4sight and like his page on Facebook.
Isard will speak on this

topic at the ICCFA 2015
Convention & Expo, April
8-11, at the Henry B. Gonzalez Convention Center and The Grand
Hyatt San Antonio, Texas.
110
ICCFA Magazine
Rescue me: The 5 changes the

funeral & cemetery professions
must make to remain viable
am honored to be able to present my

thoughts on the future of these two
professions at the 2015 ICCFA Annual
Convention in San Antonio. I hope you
will be in the audience on Friday afternoon.
Whether you are or not, this article will serve
as a summary of the points Ill be making.
First of all, funeral and cemetery
businesses are not the same (even if the
general public sees them that way). They
are very different businesses in style and
operation.
One involves short-term service and
the other involves long-term stewardship.
One is personal service; the other, sales.
One requires continuing education and
personal licensure, while the other has very
limited licensure and continuing education
requirements. One makes money at-need
exclusively, and the other makes more
money via advance sales.
These two groups of professionals speak
different languages and have different
business models. They both deal with
death, so someone years ago at Goldman
Sacks labeled them together as the death
care industry. Nevertheless, this group
includes two different types of businesses
employing people who use different skill
sets.
Even so, as are the butcher, baker and
candlestick maker, we are all in the same
rowboat. The solutions and enemies of one
must be dealt with by the other.
The profit margin of the funeral business
has gone down more than 50 percent over
the last 30 years. In order for it to remain
a viable business, we have to change the
business model from the ground up.
The opportunities to inter casketed
bodies are down 40 percent or more in
many markets, which has devastated the

business models of cemeteries. They must
refocus their financial identity immediately.
The question is what to fixand how
to fix it. I have five solutions. I warn you
that they are controversial, but as Darwin
pointed out, in the wild, migrate, mutate
or die. I will be much more verbose in
this essay (and on the workshop stage) than
Darwin was.
Change 1: The publics perception
We are called upon to serve when a death

occurs, yet the joint mission of the funeral
and cemetery world is to provide two
services. We get the dead human body
where it needs to be, and then we bring the
living human bodies where they should be.
In the cemetery world, there is a third
service being offered, preservation of the
place of interment for the promotion of
effective memorialization.
Yet the public perception of funeral
directors is that they deal only with the
dead. I would estimate that a working
funeral director and/or embalmer spends 5
percent of his or her time dealing with the
deceased and 95 percent of it dealing with
the living. So the publics perception of
funeral directors work is wrong.
The public sees cemeteries as
graveyards. More than 100 years ago,
we attempted to change this image by
changing their visage, eliminating the
upright markers to create a more serene and
less cluttered view.
Unfortunately, we also lost the
personalization those markers provided. All
graves looked the same.
Regardless of what the graves look like,
we are missing our true callingwe are not
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M A N A GE M E N T
Just as the medical profession has kept its costs down

by using para-professionals, we must open our licensure to people who can make
good quality arrangements at a lesser cost than a fully-licensed person.
getting the living where they should be. We
need to encourage people to come to the
cemetery.
In the past, we relied on religious or
national holiday dates to encourage ceme
tery visitation. Today, we need to recognize
that these sites are where individual and
collective memories are recorded.
We need to distinguish our properties
from each other by the way we encourage
the cemetery to be a place of activity as
opposed to passivity. Rather than complain
about litter after a Day of the Dead
celebration, we should encourage such
types of festivities. It is better to have litter
on your property than not have people
come to your property.
Change 2: Our business model
The funeral business was easy prior to

1984. The cremation rate was very low,
and most of those cremation dispositions
involved a casketed body. Package pricing
made it nearly impossible to hear of a
funeral home going broke. Profit margins
were near 14 percent for most funeral
homes.
Cemeteries were such a good idea that
cities, non-profit organizations and good
businesspeople owned them. It was rare to
see a cemetery lose money.
The biggest fight between the funeral
and cemetery camps was who would be
selling the vault!
Today, with each cremation there is
less revenue for each camp. While I have
never seen an official study on the subject,
my best guess is that only 10 percent of all
cremated bodies are interred in a cemetery.
The business model of the funeral home
is firmly entrenched around selling caskets
and embalming bodies. That was part of the
funeral home DNA.
Long ago, we built caskets and provided
a funeral service for next to nothing. Then,
150 years ago, we learned about preserving
bodies so they could be sent home from
a battlefield, and that also preserved the
casket sale.
The situation didnt change until
the Funeral Rule was adopted in 1984.
Today we are selling fewer caskets and
embalming fewer bodies. Is it any surprise
112
ICCFA Magazine
that we are making less money?

The funeral solution is simple. We are a
service business. Service businesses make
their money by charging fees. We therefore
must charge fees that are sufficient to cover
our overhead and provide a fair profit.
The fees should be sufficient regardless
of the choice of burial or cremation
disposition. It costs the same to remove a
body that is going to be cremated as it does
a body that will be buried.
The overhead we allocate to the basic
non-declinable fee is the same, by its very
definition, regardless of the service or
merchandise a family chooses. We cannot
chicken out and discount cremation service
fees by taxing burial consumers.
We must control our overhead. The
largest cost is staffing and benefits. We
have fewer and fewer people graduating
from mortuary schools. About 50 percent
of those graduates drop out of the profes
sion within a few years. Therefore,
according to supply and demand, we must
pay these people more.
However, just as the medical profession
has kept its costs down by using paraprofessionals, we must open our licensure
to people who can make good quality
arrangements at a lesser cost than a fullylicensed person.
Decreasing casket sales for funeral
homes have translated 1:1 into fewer
interments for cemeteries. This results in
less income, and the cemetery business is a
very fixed-cost one.
The cost of mowing, insurance,
administrative staff, phone and equipment
is the same regardless of the number of
sales or interments. So, fewer interments
equal less revenue, and fixed overhead
results in lower profits.
The cemetery solution is also simple.
We must make our properties living
places, not dead zones. We must encourage
memorialization in the 21st century way.
We are not marketing to The Greatest
Generation; we are marketing to Millen
nials, Gen Xers and Boomers. We must
adapt our businesses to their portal in the
tangible and virtual world.
We have to encourage use of our
properties year round, not just for the hour
of interment. When we do that, people will

buy property in our cemeteries whether a
casket is involved or not.
We need to be proactive in our interment
pricing as well. The law of supply and
demand states that prices of limited assets
change based on availability. I would
contend that within each cemetery there are
sites that are good, better and best.
For example, within each garden there
exist preferred sites due to proximity to
roads, features (both natural and created)
and availability. We must have multiple
pricing choices to meet the needs of
consumers.
Cemeteries appear to be passive
businesses, but they cannot be. They must
be actively managed.
Change 3: Our staffing
The funeral profession has always been

supported by licensed staff. In some states,
there are separate licenses for funeral
directing and embalming. In 23 states, there
is one license that covers both skills.
The funeral world has built its licensure
and education needs upon embalming,
and that skill is being used less and less.
Furthermore, the embalmers personality is
not an arrangers personality.
Funeral arranging requires a different
education than does body preparation.
Neither is superior to the other, but the
arranger is often more of an event planner,
whereas a good embalmer has more of a
surgical bent.
A good arranger can keep a good
embalmer busy. A bad arranger will cause
fewer bodies to be viewed as part of the
funeral process.
The funeral business must attract
professional people who want and are
qualified to plan different kinds of funerals.
Funeral services today are based on the
cultures and norms of the surviving family
or perhaps the wishes of the deceased who
preplanned his or her own event.
We have to change our licensure
emphasis on embalming and therefore
change our mortuary school education as
well. We must resist the urge to maintain
the status quo. It is not working. We will
be able to tell when it is working when we
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M A N A GE M E N T
Every cemetery with a master plan more than 30 years old must rebuild its master plan now.
We created plans laid out for 1,000 interments an acre when the cremation rate was 10 percent
or less. Today it is almost 40 percent and rising. We must rethink these designs or be obsolete.
have a surplus of people applying for the
available funeral directing jobs.
The cemetery business has three types
of jobs: sales, administration and property
maintenance. The sales end drives revenue.
Often a person licensed to sell real
estate supervises a cemeterys activities.
Why? A cemetery sale is not a sale of
real property. A cemetery sells a place of
interment, or interment rights. This is more
easily understood if you look at the sale of
columbaria niches. These are not land sales.
We must reinvent the sales process so
that we have a professional sales team. We
must attract new people who can calmly
sell cemetery interment options. They need
to be well trained and not simply recycled
from other, unrelated sales jobs.
Change 4: Our value equation
The chief value of the cemetery is not the

sale of an interment right but rather the
perpetual care. Certainly the ability to
be buried near a loved one or friend is a
comfort, but the biggest comfort we offer
is that this site will be protected and main
tained. And yet we have laws on the books
mandating endowment care contributions
that are mathematically unproven to be
adequate.
The simple point of endowment
care is this: The interest from the trust
these deposits of principal go into will
be sufficient to provide for the costs of
maintaining the cemetery in perpetuity,
without invading principal.
Who in their right mind would take
this bet? We have laws that mandate that
a percentage of the sale price of the land,
or a number derived from some other
equation, gets deposited into a care fund.
We take the interest from this accumulating
trust deposit each year to help provide for
the care and maintenance of the cemetery
while we operate it.
Currently, the interest is not sufficient to
provide for these costs. The assumption is
that increasing deposits will be sufficient,
yet expenses keep going up. Assume you
have $1 million in trust. At 5 percent
interest, this will provide $50,000 a year.
Can I provide for the mowing, watering,
maintenance of the property, along with
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ICCFA Magazine
the insurance on the area, for this amount?

No. What if I increase this amount to $5
million in trust? Maybe that can cover most
properties.
However, here we have sat for the
last 6 or 7 years in a low-interest-rate
environment, so that even $5 million
provides only $50,000 in interest earnings.
If the trustee has no ability to invade
the principal, we are at a point where
something is not going to be provided
for. If you were the trustee, would you
sacrifice the maintenance, the care or the
insurance? Would you cut back on watering
or mowing? Lets not forget the fee for the
trustees themselves.
Every year, more cemeteries are turned
over to the municipality that governs the
area because the owner cannot provide for
the property. That is going to become a
more frequent occurrence.
The value equation for the funeral home
is trust. It is no different than the value
equation for a lawyer or consultant. The
funeral director must counsel the decisionmaker to make important choices dealing
with death, disposition and survival.
We need to be like Johnny Appleseed,
spreading the wordbefore others
influence families about our profession.
Hospice and others are influencing peoples
opinions of what they need (or dont need)
a funeral home to do for them. They are
not promoting the full use of a funeral
business.
If you do not promote your own best
interests, no one else will.
Change 5: Our paradigm
A paradigm is defined as a framework

containing basic assumptions, ways of
thinking and methodology commonly
accepted by a specific community. So,
the paradigm of the funeral community is
dealing with death. Yet we all know that we
spend more time dealing with the living.
You have seen the t-shirts that say, We
put the fun in funeral! On the one hand
you may shake your head at this pretty poor
joke, but I would ask you to reconsider.
Yes, death is sad. In many cases it is
tragic and senseless. But more than 79
percent of the time, it is the result of a life
filled with exciting events. Even the routine

events of a life long lived are wonderful.
I think we have to change the funeral
professions paradigm.
The first change we have to undertake
(pun intended) is to decide whether this
is a profession or an occupation. This is a
dialogue that Jacquelyn Taylor, executive
director of the New England Institute at
Mt. Ida College, is promoting, so that this
industry can advocate for itself.
We dress as and want to be paid as
professionals, yet we resist subjecting
ourselves to the rigors (pun intended)
involved in meeting professional require
ments.
The cemetery world also must change
its paradigm. It did this about 150 years
ago when we started to reshape our proper
ties from having upright monuments that
appeared crowded and sloppy to using flush
markers which created a more pastoral
setting. We can do so again.
Every cemetery with a master plan
more than 30 years old must rebuild its
master plan now. We created plans laid
out for 1,000 interments an acre when
the cremation rate was 10 percent or less.
Today it is almost 40 percent and rising. We
must rethink these designs or be obsolete.
The English garden-style cemeteries are
well accepted. We have about one out of
10 cremated bodies interred in a cemetery,
compared to the English, who have more
than 70 percent. We have cremated remains
that go unclaimed; other societies do not.
We must rethink our processes and basic
assumptions or go broke.
At this point in my live presentation
I will be reaching a crescendo. Its possible
that every able-bodied person will be walk
ing out or hurling tomatoes at the stage, but
in my dream scenario, I receive a standing
ovation and am carried from the stage on
the shoulders of the convention attendees,
followed by the audio-video guy trying to
get the microphone back.
Its up to you to decide my fate and
that of the funeral and cemetery profes
sion. Vote smart, not on the basis of
emotion. Your livelihood and personal
r
ministry are at stake.
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by Todd Mannix
1.800.336.1102
toddm@cffinc.com
C E M E T E RY M A N A GE M E N T: FIN A N CE S
Following the law by making sure your endowment

care fund is compliant with your states requirements
is necessary, but its not enough. To be a responsible
cemetery manager, you need to create a long-term plan
for your cemeterys needs and how they can be funded.
ICCFA Magazine
author spotlight
Mannix is in funeral and
cemetery trust administration and is the vice

president of sales and
marketing for Cooperative Funeral Fund
Inc., Madison, Connecticut.
Cooperative Funeral Fund Inc.

(CFF) specializes in the management
of preneed and perpetual care fund accounts. CFF has provided a program for
the death care industry to facilitate the
creation, investment, tax compliance and
payout of funeral trusts since 1989.
www.CooperativeFuneralFund.com
Understanding and planning

for your cemeterys objectives
via your endowment care fund
unning a cemetery can be a difficult

task, especially when it comes to
planning and paying for large capital
expenditures. This can be difficult enough
for privately-owned cemeteries, but the
problem can be compounded for cemeteries
with oversight from municipalities, religious
organizations or uninvolved cemetery
boards.
In these instances, the projects and
funds not only need to be planned for and
managed, but also justified to people who
may not be there on a day-to-day basis and
who may not understand the importance
and complexity involved in managing these
projects.
Creating a long-term plan can not only
help to identify these expenditures well
ahead of time, but also help in setting
expectations as to the long-term financial
obligations of the cemetery and how to begin
to address them today. This is especially true
for projects that may not be needed for many
years, if not decades.
The pitfalls of short-term thinking
The most successful care accounts are set up

with an understanding of the costs that will
need to be addressed in the future. It is easy
enough to set up a care account that complies
with state regulations as far as deposits go,
but have you considered that when these
laws were set up nobody could have known
what the costs would be to run and manage a
cemetery in the future?
Even if that was the intent of lawmakers
and those who participated in drafting the
legislation, do you think they had an idea
of what it would take to run your specific
property? Did they know about the stone
chapel or stone walls you have on your

property that need re-pointing every 15
years? Did they consider the roof on your
administration building being replaced every
30 or 40 years? How about the old tree
whose roots have begun to make an obstacle
course out of your road, or worse, toppled
old grave markers?
These are just a few examples, but Im
sure you can come up with a much more
encompassing list for your own cemetery
that will be completely different from the
next readers list.
The point is, nobody knows your
cemetery as well as you do, and in order
to manage a care fund to best suit your
cemeterys needs, you have to have a longterm plan that budgets for these costs far into
the future.
It sounds like common sense, but
you might be surprised by the number of
cemeteries we come across that simply put
the state-required minimum into their care
account and cross their fingers for the future.
Some people think that they will be fine
down the line, because they did what was
legally required.
Some people dont want to think about
the future and are focused on just managing
todays obstacles. Many more understand it
may be a problem, but cannot do anything
about it because todays cash flow is so tight.
Regardless of the reason, it doesnt
change the fact that there will be large capital
expenditures to deal with in the future. If you
are getting by with todays cash flow and
everything seems to be fine, you still have
no way of knowing if that will be the case
five, 10, 20 or even 50 years down the road
without a long-term financial plan in place.

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to page 117
CEM ETERY M A N A GE M E N T: FIN A N C E S
The second thing a cemeterian can do is understand the long-term plan by identifying
the costs, when they will likely take place and whether they are recurring ones.
These costs are not going away, and even though they may not come up while you
are the manager, it doesnt make them any less real or any less likely to occur.
from page 116

The difficult burden for any cemeterian is
in managing the cemetery to ensure success
long after you have turned it over to someone
else. Cemeterians need to focus on building
a foundation for success long into the future.
It is a difficult task and requires a lot of
forward thinking.
At the same time, day-to-day responsi
bilities cannot be neglected and need to be
managed prudently to secure future busi
ness. Customer interaction, attentiveness
and beautification all have a cost and a large
impact on the cemeterys future business.
Steps you can take
There are four important things a cemeterian

can do today that will help address the issue
of succession and financial planning for the
future.
The first one is to understand that
this is a marathon, not a sprint. Many
cemeteries get overwhelmed quickly when
they realize the funds they currently have are
not enough to cover the expenses coming in
the future.
In instances where you are starting from
a deficit, it can seem like a daunting and
impossible task to create a situation where
your care fund has enough money to support
future obligations. In these instances, your
objective is to make a change for the better.
As long as you are getting progressively
better, even if you still dont have enough, it
is still better than doing nothing, or worse,
moving backward. Plan long-term for these
projects, so that you may have enough time
to make changes to the fund and be better
prepared for the day when you need to cover
a major expense or pass along the cemetery
to new management.
The second thing a cemeterian can do
is understand the long-term plan by iden
tifying expenses, when they will likely take
place and whether they are recurring ones.
This is a very troubling perspective for
many people, because they know they will
not like what they discover. The problem
is, these costs are not going away, and even
though they may not come up while you are
the manager, it doesnt make them any less
real or any less likely to occur.
Another important thing to realize is

that unless you are a fortune teller, there is
no way to be certain about the depth of a
project, the final cost or even when it will
need to be addressed. All a plan does is better
prepare you for the future.
Dont let uncertainties prevent you from
deciding on a plan in the first place, because
it can help you understand your current state
of affairs in terms of meeting projected longterm costs.
The worst case scenario is that you do
nothing and get caught without the funds to
pay needed expenses. Therefore, it cant hurt
you to estimate the cost of things such as
replacing a roof or maintenance equipment.
Even if you are wrong and the roof holds up
for 10 more years than you projected, thats
an additional 10 years of interest and gain on
the money set aside to cover the cost.
The third action cemeterians can take
in planning ahead is determine how much
to put in a care account. We talked above
about the state minimums, but by creating a
long-term plan, you can begin to understand
whether that is actually going to be enough
funding for your specific cemetery.
By understanding long-term expenses and
the approximate timeline before you need
to face them, you can begin to have a rough
idea as to whether your current contribution
amount will be sufficient to meet those
projected needs.
The intent of this article is not to make
people feel bad if they have cemeteries that
literally have a difficult time keeping the
lights on today. The option of putting more
money into the care account may seem
impossible given the current overhead.
I would still tell you that knowing is half
the battle, and if you continue to plan long
enough in advance, you are more likely to
recognize an opportunity to remedy a current
or expected future problem, because you are
mindful of your cemeterys future needs and
corresponding costs. Its always better to
know than to be caught by surprise.
The fourth thing you can do today is
decide how you should invest the care fund.
Its an age-old dilemma for cemeterians.
How aggressively should you invest? How
much income (dividends and interest) do you
need in the near term vs. how much growth

do you need for the long term? Its a tough
question to answer for many reasons.
First, there are no guarantees with
investments, so while planning can be well
intended, results may deviate from plans,
given market fluctuations and risk. It is also
problematic because, unless its modeled out,
it is difficult to understand the compounding
impact of growth on the future value of your
account balances.
Putting some figures down on paper will
help you understand how growth adds to
interest and dividends for future use. But it
is also strategically imperative to have some
principal growth.
Many managers of state-run cemeteries
are paralyzed by the mentality that they are
not going to lose money on my watch and
invest so conservatively that they are making
it difficult for those who succeed them.
While its understandable that they dont
want the fund to lose money, they may be
doing a disservice to the cemetery and its
future managers by neglecting to incorporate
growth into their investment strategy.
It might be true that, because they did not
have funds invested in stocks, a finger will
not be pointed at these super-conservative
investors if the market drops, but they should
understand the responsibility they have to
the municipality as well as the long-term
objectives of the cemetery.
If you dont have a long-term perspective,
you may be fine today, but you are creating
a recipe for trouble in future years, as costs
will certainly continue to rise.
No matter what size your cemetery, how
much money you have in your care fund,
how many plots you still have left, how you
are owned or structured or even where you
are located, if you do not look to the future
and plan for it, you and your successors will
be susceptible to problems down the line.
If a large expense comes up unexpectedly,
will you have enough money in your
care fund to cover it? If you plan for the
future, even if you are caught off guard by
specific expenses that arise, you at least
will have a care fund that has been growing
in anticipation of future needs, rather than
staying stagnant or worse, going backward.r
March-April 2015
117
by Zachary Garbow
zack@
funeralinnovations.com
T E C H N O L O GY
Facebook seemed like a dream come true at first,

a way to connect with and market to your community
for no more than a small investment of time. In truth,
reaching the people you want to with your funeral home
or cemeterys message is more complicated than that.
ICCFA Magazine
author spotlight
Garbow is co-founder
of Funeral Innovations,
Boulder, Colorado, and
Des Moines, Iowa. He
previously was a software engineer within
IBM Research, where he gained more
than 100 patents pending and earned
the title of Master Inventor, becoming the
youngest Master Inventor in the history of
the company.
He was accepted into the prestigious

Y Combinator startup program, where he
developed social media products in Silicon
Valley while networking with the giants of
the startup world, including the founders of
Twitter, Facebook and Pinterest.
He has spoken at numerous industry
events, including the the ICCFA Wide
World of Sales conference, the ICCFA
Annual Convention, ICCFA University, the
California Funeral Directors Association
Convention, the Iowa Funeral Directors
Association Convention and the OGR annual meeting.
Funeral Innovations is a technology
firm specializing in digital marketing solutions for the funeral service industry.
www.funeralinnovations.com
Garbow will speak

on this topic at the
ICCFA 2015 Convention &
Expo, April 8-11, at the Henry
B. Gonzalez Convention Center and The
Grand Hyatt San Antonio, Texas.
If you can master the three strategic
steps outlined in this article and are looking to take your Facebook presence to
the next level, you can contact Funeral
Innovations to learn more about the
compamys advanced, final step of the
strategy: Conversion.
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ICCFA Magazine
The Facebook funnel for

funeral homes & cemeteries
uneral homes and cemeteries are

facing an inevitable shift in consumer
behavior. While most people in the
industry realize their audience is spending
more time online than ever before, theyd
likely be surprised to know how drastically
this change is progressing.
Today people spend more time browsing
social networks than they spend watching
television. In fact, 16 percent of the time
people watch prime-time television, they
are simultaneously browsing Facebook and
other social networks. Seventy-one percent of
adults are now on Facebook, and 47 percent
use it every day.
The bottom line is that funeral homes
and cemeteries need to reach their market
where they spend their time, and increasingly
Facebook is where those people are spending
their time.
The challenge for many firms in our
industry is understanding how to succeed on
Facebook. While the formula for a successful

Facebook page was previously quite easy
simply create an account, promote it to
friends and post some funny links and cat
photosnow, it has become much more
difficult to make a positive impact.
Facebook continues to tweak its rules
for business pages, making it increasingly
difficult to reach your target market and even
your fans. Today, an average post to your
business page will reach only 5 percent of
your fans.
While that may discourage some
businesses and cause them to spend their
marketing resources elsewhere, a savvy firm
will recognize this as an opportunity. After
all, the more difficult it is to succeed, the
bigger competitive advantage you gain from
a successful strategy.
At Funeral Innovations, we deploy a
proven three-step funnel strategy on Face
book for the funeral homes and cemeteries
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we serve. Ill outline this exact strategy so
you can easily understand how you can put
in place your own blueprint for growing your
Facebook presence.
Then you can start reaching more people
in your community, and ultimately gaining
more leads online. The strategy consists of
the following stages:
1. Grow your fan base in your
community.
2. Engage those fans to build loyalty and
trust.
3. Target your message to potential leads.
Lets look at each of these steps indivi
dually.
1. Grow your fan base
When you initially create your Facebook

Page for your business, youll be starting
from scratch, so remember, in order to market
your services, you must first know whom you
are trying to reach.
The fan count itself isnt as important as
the quality of those fans. The people you
want to speak to must be people in your
communitythose who might actually
become customers.
To get started, you should seed your fan
base with your close family and friends.
Invite them to become fans of your new
page by sharing your business page to your
personal Facebook profile. Encourage other
employees within your firm to do the same.
This will help build a foundation of fans
within your community who will provide a
base of activity for your page. This ensures
that when other people in your community
are exposed to your page, it will appear active
and inviting rather than be perceived as a
Facebook ghost town.
Once youve built an initial fan base, the
next step is to reach out to others in your
community. An effective way to do this is
through Facebook ads. Facebook ads let you
create a paid advertisement for your firm that
targets whatever demographic you choose.
For your firm, that will most likely include
people who live in your community and the
surrounding areas within the age ranges you
want to target.
While the mechanics of creating an
effective Facebook ad are beyond the scope
of this article, if you are interested in growing
your fan base this way (and all serious
Facebook strategies should include running
growth ads), you can email us at support@
funeralinnovations.com to request a free
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ICCFA Magazine
VIsual elements (photos or videos) draw attention to your posts. Visual content gets
up to 40 percent more engagement on average than text or link status updates.
Facebook ad tutorial.
Finally, to continue to grow your fan base,
youll want to reach out to your existing
customers to encourage them to find and
like your Facebook page.
One way to do this is to send a followup email to the families youve served,
inviting them to your Facebook page for
additional information, such as grief tips
and informative articles. You can even ask
them to leave a review of your services on
Facebook, which will help promote your
page further to prospective clients.
2. Engage your fans
As you grow your audience, you want to shift

your focus to the engagement stage, so you
can build brand awareness, increase loyalty
and work toward converting these people into
qualified leads.
Remember how I said that on average,
only 5 percent of your fans will see your
post? You can actually increase that rate
dramatically by getting a high level of
engagement.
The way Facebook works, the more en
gagement you get on your posts in the form
of likes, comments and shares, the more
people will see your message. Low engage
ment leads to a cycle of doom: Facebook
recognizes that your fans dont seem to enjoy
your content, and as a result, theyll show
your posts to fewer and fewer people, making
it increasingly difficult to break out from the
cycle.
Conversely, getting consistently high

engagement on your posts will indicate to
Facebook that youre posting high quality
content, and youll be rewarded by Facebook
showing your posts to more and more of your
fans.
How can you ensure your posts get great
engagement? The key is understanding what
kinds of content appeals to fans of a funeral
home or cemetery Facebook page, and then
posting that type of thing at the right dates
and times.
Most people in our industry struggle to
understand what kinds of content to post
to Facebook, besides self-promotional and
marketing messages. So lets take a look at
some examples of extremely successful posts
on Facebook by some of your peers, and
learn what made them resonate with their
respective audiences.
Photos and videos
Visual content gets the most engagement on
Facebook, up to 40 percent more engagement
on average than text or link status updates.
Photos can really draw the users attention to
your post and are easy to process.
At the top of this page is an example of
a great photo and poem that received over
100 likes and was seen by more than 4,000
people.
Note that for many of our custom graphics
we add our clients logo to the image to
increase their branding and reach. However,
unless you created and own the graphic, you
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cannot add your logo or you risk exposing
yourself to copyright violations.
Informative links and tips
Informative articles related to grief,
healing and the industry itself can be very
effective from a branding perspective.
These types of links and tips can help
position you as the expert in the field
within your community, and can build
trust among your fans, making them feel
that you understand what they are going
through and will be capable of helping
them in their time of need.
At right is an example of a grief-related
link on Facebook.
Community involvement
Are you involved in your community?
Photos and status updates showing how
you are an active and engaged pillar of
your community can help build trust and
brand awareness. Below left is an example
of promoting community involvement.
Testimonials
Do your customers have good things to say
about you? If so, ask them for permission
to share their testimonials online and on
Facebook. A great testimonial is extremely
valuableit helps build your five-star
reputation and generates trust within your
community.
Below right is an example where we
helped our client add the testimonial onto
an eye-catching photo to draw even more
attention.
Stay positive
People on Facebook arent interested in
morbid information or content that brings
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ICCFA Magazine
Examples of posts that provide informative links and tips (above), show community
involvement (below left) and publicize client testimonials (below right).
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them down. Youll get the best results if
you stay positive and uplifting.
At left is an example of spinning death
in a positive light. You can see from the
responses that this post resonated with the
firms audience.
An example of a positive post that connects with people.
Differentiate
Its important to differentiate your firm
to your audience, showing how you are
different and what makes your brand
special. One way to do this is to highlight
unique aspects of your facility, grounds or
even the services you offer.
At left is a unique hockey-oriented
sendoff in Forest Lake, Minnesota.
Note that Roberts Family Funeral Home
received permission from the family before
publicizing this photo. If you are looking
to post photos from a service, or with any
potentially sensitive information, be sure
to receive explicit permission from the
family beforehand.
Humor
Humor can be a tremendous way to relate
to your audience on Facebook. After all,
people primarily browse Facebook to
be entertained. Just be sure to keep the
humor light and stay away from anything
politically sensitive.
At left is a great example of humor used
effectively on a funeral homes Facebook
page.
3. Target your message

Photos of personalized services, such as this one for a hockey fan, attract an audience and can be a great way to differentiate yourself. Just make sure you receive
explicit permission from the family before using such photos on Facebook..
Humor can be a great way to relate to your Facebook audience.

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ICCFA Magazine
Initially, while youre focusing on

engagement in the previous step, youll
want to post content with a broad
appeal. This is because the more general
engagement you get, the stronger your
page becomes and the more you will
ensure Facebook maximizes the reach of
your content.
Once youve attained consistently great
engagement for your posts, youll want
to start targeting specific messages to the
groups of people with whom the message
will resonate the most.
For example, some humor works
better with young people than old, and
vice versa. And when it comes to services
such as advance planning, young people
have different reasons (and objections)
regarding advance planning than baby
boomers. By targeting your message and
the audience who sees it, youll be able
to maximize the impact of your most
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T E C H N O L O GY
Today, an average post to your business page will reach only 5 percent of your fans.
A savvy firm will recognize this as an opportunity. After all, the more difficult it is to succeed,
the bigger competitive advantage you gain from a successful strategy.
This Facebook post is targeted specifically to baby boomers.
important marketing messages.

Lets now take a look at how you can
target specific posts on Facebook based
on the demographics of whom those posts
will appeal to.
First, youll want to craft a specific
message, keeping in mind the audience
and demographics. Above youll see a
photo board we created to market advance
planning to baby boomers for our clients.
Youll see how the message is speaking
to a particular demographic: baby boom
ers. It speaks to them specifically in the
message itself, with the image and with the
reference to their kids.
By using such a targeted message, we
can create a much more impactful case for
the advantages of advance planning and
the urgency to get started.
You want as many people in the
targeted market as possible to see this post.
The way to do that is by boosting it on
Facebook. Facebook lets you boost or
promote posts by paying to reach more
people within your targeted audience,
based on the demographics you choose.
Heres how you can do that.
Boost a targeted post
In the bottom right corner of the post, youll
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ICCFA Magazine
see a button that says Boost. Click on that

button to bring up the options for promoting
your post.
Within the boost options menu, youll first
want to choose People you choose through
targeting as your audience option. This is
important because you want to precisely
specify who will see this targeted post.
Next youll create a new custom audience
and specify the location(s) and age of your
targeted audience. In the case of this boosted
post, I chose within 25 miles of Maquoketa,
Iowa, as the location, and people age 45-65 as
the demographic age range.
Finally, youll select your ad budget. As
you adjust the amount you will spend on the
boosted post, youll see the estimated reach
adjust to reflect how many people within
your targeted selections will see the boosted
post. Once youre happy with your selections,
simply click Boost.
Analyzing your results and ROI
After you boost a targeted post, you should
expect a flood of leads to come your way,
right? Absolutely not.
Your strategy on Facebook isnt
necessarily to generate demand, but to
increase awareness and loyalty. After all,
people go to Facebook to relax and see
what their friends are doing. They are not
in the right mindset to be sold to, or even
to take immediate action in response to a
compelling message.
If you get an immediate lead, thats
great, but your primary goal should be to
ensure the right people know what you can
do for them and to build the top-of-mind
awareness necessary for them to reach out
to you at their time of need.
Therefore, you shouldnt get discouraged
if you dont see immediate customers from
your Facebook strategy. Instead, you should
focus on the number of targeted customers
seeing your message. You can do this
through Facebook Insights, which provides
statistics and analysis of your Facebook
page.
To access Facebook Insights, just
click the Insights button at the top of
your Facebook page. From there, you can
navigate the tabs to see how many people
you are reaching, at what times of the day,
in which demographics, with which types of
posts and much, much more.
You also can learn more about how your
Facebook strategy is performing through
Funeral Innovations Facebook Power
Rankings, a free tool you can sign up for
which will analyze your Facebook page
automatically, and compare it to over 400
other Facebook pages within the funeral
and cemetery industry based on the most
important criteria of a successful page.
The rankings are updated monthly, so
you can continually see how your page
By selecting
Boost
Post,
you can
select
the
demographics of
the
people
you
want to
make
sure
see this
particular post.
T E C H N O L O GY
stacks up, whats working for you and
where you can improve.
You can rank your firms Facebook
page for free at funeralinnovations.com/
power-rankings.
I know we just covered a lot of material
and its a lot to digest all at once. But as
more of your market is spending their time
on Facebook, its critical that you bring
your marketing message to them. In order to
succeed on Facebook, youll want to follow
our proven three-step strategy:
1. Grow your fan base in your
community.
2. Engage those fans to build loyalty and
trust.
3. Target your message to potential leads.
By following this strategy, your

Facebook presence will continue to grow
within your community and youll build
up loyalty and top-of-mind awareness with
your posts engagement. Targeting your
specific messages to the subset of people
with whom it will resonate the most will
ensure that you maximize the ROI of your
marketing message.
r
Holland AD
1/2 H
4-COLOR
March-April 2015
127
by Ashley Kizzire
akizzire@
constructive
communication.com
ICCFA Magazine
author spotlight
Kizzire is senior
editorial director for
Constructive Communication Inc., Birmingham, Alabama.
MEMORIALIZ ATION
Veterans memorials bring a community together
with the purpose of remembering those who paid the ultimate
price of service. Selecting granite for memorial projects
brings numerous benefits, including an increase in
design options made possible through modern technology.
www.coldspringusa.com
Coldspring, Cold Spring, Minnesota,

is a leading memorialization solutions
provider. The company has been serving
the memorial, architectural, residential,
and industrial markets for more than 115
years. Coldspring owns and operates
multiple facilities across the country, including a bronze foundry, 30 quarries and
five fabrication locations. The company
offers a wide variety of products and
solutions, from natural stone and bronze
to cemetery building consulting and construction services.
Granite has always ranked among the most popular building materials for military
remembrances and veterans memorials.
Trends in veterans memorials
ith its permanence, longevity

and ease of maintenance, granite
has always ranked among the
most popular building materials for military
remembrances and veterans memorials.
Cities and communities across the country
seek this unyielding stone to create a lasting
tribute to the soldiers and lives we will
never forget. And the opportunities to create
unique designs for memorials have greatly
increased in recent years with advancements
in technology available in the manufacture of
the stone.
Longevity and low maintenance
When Victory Memorial Drive in

Minneapolis planned a major renovation
project, granite was selected as the material
of choice, primarily for its longevity.
Recognized as the largest war memorial in
the Twin Cities, Victory Memorial Drive
128
ICCFA Magazine
commemorates fallen soldiers and nurses

from Hennepin County who served in World
War I.
The beautifully landscaped, tree-lined
boulevard is part of the Grand Rounds, a
50-mile tour of parkways and parks around
Minneapolis. The names of 568 men and
women from Hennepin County who died in
the war are inscribed on bronze crosses and
stars along the drive to form a striking tribute.
Led by landscape architecture firm LHB
of Minneapolis, the new design had to use
materials that would last 100 years, and LHB
knew in the early stages of design conception
that granite would be the primary building
material.
The renovation began with building a new
flag plaza paved with granite. The flag plaza
includes granite balustrade walls, a granite
flag base and benches and new plantings
and lighting. Crews also installed new, large
Johnson AD
FULL PAGE
page 129
4-COLOR
M EMO RIALIZ ATIO N
Laser technology developed by Coldspring produces photo-like relief images in

bronze memorials.
The 25-foottall granite
obelisk is
reverently
draped
with an
American
flag, created from
intricatelylaid granite
pieces.
granite gateway monuments at the entrances

to Victory Memorial Drive.
Granites lifespan and ease of mainte
nance provide low life-cycle costs for a
lasting memorial. Life-cycle and mainte
nance costs play a big role with todays own
ers, said Dan Rea, senior vice president for
Coldspring, a leading granite manufacturer
headquartered in Cold Spring, Minnesota.
Granite is not completely maintenancefree, but the maintenance is easy and routine.
We have projects weve completed that look
the same 25 to 30 years later. Thats not so
with other building materials.
Longevity and life-cycle proved to be
contributing factors to granites selection for
the World War II Memorial in Trenton, New
Jersey. Landscape architecture firm DHM
Design of Denver, Colorado, specified more
than 8,000 square feet of granite for the
memorials numerous architectural elements,
including columns, service markers, a
rotunda, pavers and seating.
The memorial contains two arcing granite
story walls, each measuring 12 feet high by
40 feet wide. Each wall provides a historical
130
ICCFA Magazine
Photographs and other images can be

transferred to memorials with realistic
detailing, using sandblast and carving
techniques.
background of the war effort with graphics, a

timeline and photography to tell the story of
the efforts made by the front lines as well as
the home front. One story wall tells the story
of the Atlantic theater; the other is devoted to
the Pacific front.
History is also told at New Jerseys World
War II Memorial through electronic kiosk
stations flanking each side of the fountain
where visitors can learn more about the war
effort. The kiosks and the entire memorial
offer an important learning opportunity for
the hundreds of school children who will visit
the memorial each year as part of their visits
to the nearby Capitol building.
Perhaps one of the most important urban
projects the city has undertaken, the New
Jersey World War II Memorial is now a
vibrant public space, energizing an area
of downtown Trenton that had previously
remained underused.
Enhanced engraving, images
It somehow defies logic that a perfect

photographic image can be etched in stone,
but thats exactly what modern technology
has made possible. Today, advances in sand

blasting and carving technology allow skilled
stone manufacturers to create art in natural
stone thought impossible only decades ago.
Photographs and other images can be
transferred to memorials with realistic detail
ing, using sandblast and carving techniques.
Lettering can be carved and enhanced with a
color element, and the precise replication of
ornate elements is possible.
Located in Murrieta, California, Murrieta
Veterans Memorial Park is a striking example
of the design possibilities when incorporating
images in a memorial. The park includes a
pentagon-shaped obelisk, and when complete
it will include a total of seven granite walls,
each commemorating a different conflict
in U.S. history with etched photographic
images.
The 25-foot-tall granite obelisk is rever
ently draped with an American flag,
created from intricately-laid granite pieces.
Constructed of polished Raven Black granite
veneer, each side of the obelisk honors one
branch of the military and is inlaid with that
branchs emblem in bronze.
The American flag atop the obelisk is
constructed of granite in Indigo Blue, Red
Dragon and Cashmere White colors. To
create the flag pattern, all the jointing in the
top section was angled. With the top five
pieces of the obelisk being triangular shaped,
all the dimensions had to be very accurate to
match exactly.
The completed memorial wall to World
War II incorporates photographs and images
sandblasted into the granite memorial walls
to convey the veterans emotions, thoughts
and experiences. Each wall will be a different
height and shape, just as each conflict was
different.
Incorporation of bronze
Like granite, bronze symbolizes permanence

and is a popular companion to natural stone
in veterans memorial projects. Often used
for statues, emblems, markers and plaques
embedded in the granite, bronze creates an
interesting and visually appealing artistic
element to any memorial.
At Victory Memorial Drive, 10 original
bronze plaques required refurbishing, which
presented an intricate and crucial part of the
renovation. The plaques all have different
historical purposes: four of the plaques
contain the names of the serviceman from
Hennepin County, Minnesota, who died in
the war; one plaque is a letter from General
M EM OR I A LI ZAT IO N
Pershing; another plaque is a letter from
Allied Supreme Commander Foch; three
contain the preamble to the American Legion
constitution; and the final one is a dedication
plaque.
In addition, there are 10 original crosses
from 1921, representing the Grand Army of
the Republic, that were refurbished,.
To ensure the architect was comfortable
with the refurbishing process, Coldsprings
bronze foundry presented him with various
finish options to consider and supplied him
with actual plaque and cross replications. The
architect chose a look that remains true to this
historic monument and blends well with the
new materials.
A patina finish, which oxidizes and
highlights the surface of the bronze, was
selected for the crosses and stars. The plaques
were painted dark and then buffed to expose
and highlight the bronze lettering.
With Victory Memorial Drive, the repair
work was more extensive than normal. Each
plaque needed a new mounting system and
required repair from the stress of removal
from the previous location. Though some of
the crosses were cracked, the historic quality

was maintained while making repairs.
For new construction projects, many
project owners are now considering the
incorporation of images, laser-etched into
bronze elements. Laser technology produces
photo-like relief images in bronze memorials.
This laser technology has significantly
enhanced and streamlined the process for
creating memorials. The new high-definition
laser can create a three-dimensional pattern
used in the pouring process. With this new
process, an overall higher quality with more
defined details is possible.
The laser process produces a higherquality image than was previously possible,
said Rea. It reproduces much more defini
tion than the former technology was able
to achieve, in less time, and it allows us to
accept aging, or other photos of less-thandesirable quality.
Incorporating images into bronze opens
new possibilities in memorial design.
Photographsno matter how tattered or
agingof subjects such as flags, scenes and
soldiers now can be used to create dynamic

PHOTOS COURTESY OF
LANDMARK PHOTOGRAPHY & DESIGN
Like granite, bronze symbolizes permanence and is a popular companion

to natural stone in veterans memorial
projects.
tributes. Today, designing a lasting veterans

memorial offers more opportunities than
ever before. By incorporating images, laser
etching, sandblasting and bronze in granite,
communities and cemeteries can create
memorials that beautifully stand the test of
r
time.
Pontem AD
1/2 H
4-COLOR
March-April 2015
131
Update
Send in news about your cemetery, funeral home, crematory or association to sloving@iccfa.com. If you publish a newsletter,
please email a copy to sloving@iccfa.com or mail to: Susan Loving, ICCFA, 107 Carpenter Drive, Suite 100, Sterling, VA 20164.
Right, veterans
and other community members brave the
cold to give a
proper sendoff
to a man turned
over to Hoff
Celebration
of Life Center
after no one
came forward
to claim his
body.
Below left,
funeral director
Brittany Horton
presents the
flag to a VFW
representative.
Below right,
the flag-draped
casket in the
hearse.

ALL PHOTOS
COURTESY OF
WINONA
DAILY NEWS
Service to the community
Veteran who died alone receives proper sendoff, thanks to funeral home
hanks to the efforts of Hoff Celebration of

Life Center, Winona, Minnesota, funeral
director Brittany Horton and the local press, a
crowd of people attended a graveside service
for a military veteran who died alone.
When Richard Rhodes, 83, died about
a week before Christmas and no one was
found to claim the body, the medical examiners office contacted a Winona County
132
ICCFA Magazine
social worker. Hoff was chosen to handle

the unclaimed remains based on previous
relationships and reputation, Horton said.
Little information was available about
the deceased man, Horton said. The social
worker did not know much about the man,
and no one who had known him had come
forward.
Because the county would not pay for a
headstone, I contacted our local veterans

service office to see if they had a DD-214 on
file, Horton said. They did! Richard had
sent a request pertaining to military records
to the VA in 1986, and his address was in
Winona.
From that, Horton knew he had lived in
Winona for at least 30 years. Jerome Christianson, a reporter at the Winona Daily
Continental AD
FULL PAGE
page 133
4-COLOR
UPDATE
Right and
below, the
crowd for
the graveside service
for veteran Richard
Rhodes,
who died
alone and
unclaimed
but was
embraced by
the community after
Hoff Life
Celebration Center
contacted
local veteran
organizations and
the press.

ALL PHOTOS
COURTESY OF
WINONA
DAILY NEWS
News, reviewed all the paperwork and

searched the newspaper archive later, trying
to piece together the story of his life.
Horton then contacted the landlord from
whom he had been renting the apartment
where he had died. He said he knew he
was a veteran, had worked at Watkins (a
local distribution center) for a while, and
mostly kept to himself. From there, I contacted Watkins, and they gave me the years
he was employed and his job duties.
Then the press got involved.
At first, I contacted the Winona Daily
News, one of our local papers, to see if
I could send something between a death
notice and a full obituary, encouraging our
community to attend the graveside service.
Once I spoke with the obituary department, they transferred me to the editor, and
a reporter came to the funeral home the next
day to gather information about Richard.
The paper ran a story about the man who
had died alone and unclaimed, and that led
to more information.
After the story was published, my email
was flooded with bits and pieces of information, Horton said. A man and his wife
who lived 30 miles away were intrigued by
the story, and chose to do a little research
themselves. They are interested in forensic
geneology for veterans.
They provided me a few details that I
did not know: His sister, Nancy Rhodes,
was a student at the University of Iowa in
the 1960s; his mothers sister, Marie, is also
134
ICCFA Magazine
buried at St. Marys Cemetery; and he has

some extended relatives living in California.
There was still no one nearby to plan
or attend a service, but Horton approached
local VFW and American Legion groups.
They are proud of their service, and I knew
they would attend for Richard, even if they
didnt know him.
Hoff arranged for pastor Rick Iglesias to
speak at the graveside service, which Horton
described as a Christian-based, non-denominational one. The press reported that well
over 100 people showed up for the service.
How does that crowd compare with the
number of people who normally show up for
a graveside service?
Its not uncommon to have a large group
at the cemetery, Horton said. Especially
if its directly after a funeral or memorial
service. This situation was unique, though.
There was no funeral home or church
service before the graveside one. Attendees
had been invited to arrive 10 minutes before
the burial, but a half hour beforehand, there

were already enough cars at the cemetery
that they had to help direct parking.
There were vans full of veterans, the
fire department and people from our community, Horton said. It was remarkable.
I would have never guessed thered be so
many people there that day.
Local veterans provided full honors for
the graveside service. Since there was no
family member to receive the flag that had
been draped over the coffin, it was donated
to the Winona VFW.
They will use it for practicing their folding and giving presentations, Horton said.
It will be framed and displayed.
In addition to the local paper, two television stations showed up to cover the service.
I didnt contact KTTC in Rochester or
KSTP in the cities, Horton said. Im
guessing they read the newspaper article and
wanted to be there.
Hoff Celebration of Life Centers aboveand-beyond handling of this veterans burial
service resulted not only in positive press
coverage about their staffs handling of the
situation but also about the value of service
and remembrance. The community has
responded warmly.
The days following the service, my
mailbox was flooded with kind notes, some
from people I knew, some from people I
didnt, Horton said.
Because of this, I dont think Richard
r
Rhodes will ever be forgotten.
IMSA AD
FULL PAGE
page 135
4-COLOR
UPDATE
Above, visitors look at a display

at the National Museum of Funeral History during the Houston,
Texas, museums Presidents
Day birthday bash for President
Abraham Lincoln. The event was
a continuation of the museums
efforts over the past several
months to pay tribute to the 16th
president leading up to the 150th
anniversaries of his funeral and
of the end of the Civil War.
n Hillcrest Memorial Park,

Hermitage, Pennsylvania, has changed its
name to Americas Cemetery, with the
tagline Second only to Arlington. The
company is rebranding itself to appeal to a
national audience.
We want a national audience and see
our future as the website where people
will place their life stories, said cemetery
owner Tom Flynn, who will be at the
ICCFA convention with a representative
of BillionGraves. We attended the RootsTech genealogy convention. Our booth
was next to BillionGraves and across from
FamilySearch and Ancestry.com. We have
gone to the last two conventions of the Association of Personal Historians. We look
Above, the museums Presidents Day

cake for the Lincoln, the passed
president. Left, Museum President
Genevieve Keeney gives a visitor a slice
of the cake. She also gave a presentation on planning a presidential funeral,
focusing on the funeral planning of
Ronald Reagan and Gerald R. Ford.
to its membership to place life stories on

our website under Celebrate a Life.
The cemetery became internationally
famous in the 1980s for its Avenue of 444
Flags, where Flynn added an American
flag to represent every day that Americans
were held hostage after the takeover of the
U.S. Embassy in Tehran, Iran. The flags
have been maintained and replaced over
the years to make the avenue a permanent
part of the cemetery, leading to the War
on Terror Veterans Memorial. In 2014, the
Mercer County Tourist Promotion Agency
gave the cemetery and the Avenue of 444
Flags its James W. Winner Jr. Tourism
Initiative Award. The award recognizes an
organization that brings widespread attention to Mercer County as
a destination. The avenue
is open to the public 24
hours a day, year-round.
The War on Terror Memorial at Americas Cemetery, with

part of the Avenue of Flags in the background.
136
ICCFA Magazine
n Cariage services, Houston, Texas,

has acquired Neal-Tarply-Parchman funeral
home in Clarksville,
Tennessee. Mike Parchman had worked at the
funeral home while attending high school,

and in 2004 purchased the business from
Prime Succession. In 2007, he completed a
first-class, state-of-the-art 12,000+-squarefoot facility on over 3.5 acres of land and
relocated the funeral home to just outside of
downtown Clarksville. The company serves
more than 375 families each year. Parchman
will remain active in the Clarksville community as the business managing partner.
Carriage operates 165 funeral homes in 27
states and 32 cemeteries in 11 states.
n Legacy Funeral
Group, Houston, Texas, has
named Buffy Johnston manager of Mobile Memorial
Gardens, Mobile, Alabama.
Johnston has been a licensed
funeral director for more than
22 years. She has previous
worked as a funeral direcJohnston
tor, arranger, quality control
supervisor, dispatcher, central
care supervisor and location manager, as
well as in business administration. Legacy is
an independent owner of funeral homes and
cemeteries, with locations across the South
and Southwest.
UPDATE
Above, MCCC military veterans George

C. Scott, second from left, and Matthew
Freeman had the honor of participating in a wreath-laying ceremony at the
Tomb of the Unknown Soldier. Right,
Arlington Superintendent Jack Lechner,
right, begins the day-long tour for MCCC
students at the Welcome Center.
n Funeral service students at Mercer

County Community College,
West Windsor, New Jersey, recently received a VIP tour of Arlington National
Cemetery. Arlington Superintendent Jack
Lechner, a 1976 alumnus of MCCCs
first funeral service class, facilitated and
conducted the visit. Lechner spoke to
students about the history of the cemetery,
as well as its particulars and protocols. The
group visited the graves of U.S. presidents
and the resting place of Timothy Maude,
the highest-ranking military officer killed
in the 9/11 terrorist attacks. Students also
witnessed a burial ceremony with full
military honors for two high-ranking officials, as well as the changing of the guard
at the Tomb of the Unknown Soldier. Two
MCCC students, both of whom are veterans, were given the opportunity to place
a wreath at the tomb. The last stop was a
visit to the Memorial Amphitheater, where
the chief curator discussed notable historical artifacts.
n pittsburgh Institute of
Mortuary Science, Pittsburgh,
Pennsylvania, recently held its 150th
commencement exercise, presenting students with a diploma in embalming and funeral directing; an associate in specialized
technology degree, funeral service arts and
science; or a associate in specialized business degree, funeral service management.
One student received a bachelors degree
in business administration for completing
requirements between Thiel College and
PIMS.
Nicholas Ricci received the Memorial

Award, having been chosen by classmates
as the student who, through qualities of
leadership, professional conduct and good
citizenship, best typifies the ideals of the
student body. The John Rebol Award was
presented to Rebecca Rossi for maintaining the highest scholastic average for the
school year. On behalf of the PIMS Board
of Directors, she received a $500 scholarship. The William J Musmanno Memorial
Award was presented to Alexander Hamilton in recognition of his outstanding ability, attitude, commitment and achievement
in the clinical setting. He also received a
$500 scholarship. He also was presented
with an embalming kit from PIMS alumnus Wayne Urbine, who has funeral homes
in Jersey Shore and Loganton, Pennsyl-
vania, received the same award when he

graduated and said he will be providing the
embalming kit for all future recipients. The
Pierce Chemical Restorative Art Award
was presented to Ricci. The Dodge Award
was presented to Nichoas Quagliani, who
received a complete Dodge embalming
kit. The new Eugene C. Ogrodnik Entrepreneurial Award for the student who
demonstrates stewardship, scholarship
and leadership was presented to Thomas
J. Stone, who received $500 from PIMS
and $500 from PIMS President and CEO
Eugene Ogrodnik and his wife Karen.
Students receiving the Mu Sigma Alpha
Award for being in the top 10 percent of
the graduating class were Ricci, Sarah
Filson, Lindsay Heilman, Adam Koch,
LaQuanna McCray and Steven Kirkegard.
PIMS Mu
Sigma Alpha
Award recipients, from
left, Nicholas Ricci,
Adam Koch,
LaQuanna
McCray,
Lindsay
Heilman
and Sarah
Filson. Not
pictured:
Steven
Kirkegard.
March-April 2015
137
UPDATE
n until we meet
again, North Vancouver,
British Columbia, has partnered with the city of North
Vancouver and Lonsdale
Energy Corp. to investigate
a creative new sustainable
alternative heat source to
city residents.
A memorandum of understanding has been signed by
the three parties, agreeing to
collaborate on a waste heat
recovery project to provide
energy and continue to meet
the citys goal of reducing
greenhouse gas emissions.
We are proud to have the opportunity to further enhance
our operations and contribute
to reducing greenhouse gas
emissions, said UWMA
owner Kevin Woronchak.
We believe this is the
first such heat source process
in North America, said Ben
Themens, LEC director. Wholly-owned by
the city and established in 2003, LEC is
an award-winning district energy system
providing energy to 54 buildings totaling
over 3.7 million square feet.
UWMA owns and operates three indus-
Seated, from left,

North Vancouver
City Councillor
Rod Clark, Until
We Meet Again
founder and
President Kevin
Woronchak and
North Vancouver
City Mayor Daryl
Mussatto. Standing, from left,
Lonsdale Energy
Corp. Director Ben
Themens, Until
We Meet Again
founder Joanna
Woronchak and
North Vancouver
City Manager Ken
Tollstam.
trial natural gas fired pet crematories in the

city. The byproduct of their business is exhaust flue gases at high temperatures. LEC
plans to harness this byproduct by installing a flue gas-to-hot water heat exchanger,
hot water circulation pumps, hot water
distribution pipes and other components to
n todd w. van
beck, general manager of
StoneMors Forest Hill Funeral Homes & Memorial Parks,
Memphis, Tennessee, has
been named to the Shelby
County Historical Commission by county Mayor
Mark Luttrell. Van Beck also
Van Beck
serves as StoneMors director
of education. Mr. Van Becks
knowledge of the lives of the United States
presidents and their death and funerals make
him unique in the community of national historians, Luttrell said. Van Beck has been in
funeral service for 47 years. His involvement
in local organizations includes chairing the
capital campaign for the restoration project
of historic Zion Cemetery in Memphis, Tennessee.
n Service Corporation International, Houston, Texas, has announced its financial results for 2014. We
ended the year on a high note with a strong
operating performance in the fourth quarter
that resulted in an impressive 21percent im138
ICCFA Magazine
operate a waste heat recovery system and

connect into the LEC distribution network.
The agreement calls for LEC to provide a
feasibility study for the project, to which
the city will contribute. The new heat recovery project could be in operation for the
2015-2016 heating season.
r
provement in full-year normalized earnings

per share and a 16 percent increase in adjusted cash flow from operations, said Tom
Ryan, the companys president and CEO.
This is a testament to the dedicated efforts of
our 24,000 associates who made this possible,
while at the same time progressing through
a very successful integration of the Stewart
acquisition. Our strong free cash flow in 2014
allowed us to return a significant amount of
capital to our shareholders which we expect
to continue into 2015 as substantiated by
our most recent quarterly dividend increase
of 11 percent. The company reported that
revenues in 2014 were $2.99 billion, up from
$2.55 billion the previous year. Earnings per
share rose from 68 cents in 2013 to 81 cents
in 2014.
n The Gardens at Gethse
mane, Boston, Massachusetts, kept the
cemetery fully accessible to families this
winter despite continual snowstorms.
The grounds crew plowed roads, shoveled
paths and cleared walkways. Heated tents
were provided so that services could be
conducted. Visitors were encouraged to
stop by the office so that a staff member

could provide an escort to grave sites.
n Old City Cemetery Museums

& Arboretum, Lynchburg, Virginia,
recently held a rose pruning workshop.
The four-hour class included the when,
why and how of pruning different varieties,
and a walk through the cemetery to view
how pruning impacts the structure of a
rose. Participants were asked to wear heavy
gloves, coats and boots for this hands-on
class, and to bring loppers and clippers.
Participants could buy a boxed lunch at the
cemetery or bring their own.
UPDATE
As funeral professionals, its important that we practice what we preach

and put together a memorial service when a therapy dog dies.
Clockwise, from left, photos and flowers

set up for Ernie Clocks service; the announcement of the service; and refreshments served following the service.
Clock Funeral Home honors the life a 4-legged employee

by Jodi Clock, CPLP
jodi@clockfuneralhome.com
owner, Clock Timeless Pets; co-owner,
Clock Funeral Home, Grand Haven and
Muskegon, Michigan
rnest Ernie J. Clock, 8 1/2, died

January 30 after being diagnosed with
lymphoma less than a week earlier. He was
Clock Funeral Homes therapy dog and an
active comfort/service dog in the Muskegon
community. He visited many schools and
hospice families, and comforted hundreds
of families served by Clock.
When a therapy dog dies, it affects the
funeral home and the community it serves.
Its noticeably quiet inside the funeral
home. The employees grieve and its really
difficult to tell the people who come in, including those such as the mail carrier whose
routine visits included giving him treats,
about the death.
The week before Ernie died, he sat
with a family making arrangements. They
wanted him at the visitation, and we had to
break the news of his death to them.
In any case, as funeral professionals, its
important that we practice what we preach
and put together a memorial service when
a therapy dog dies. We held a memorial
service to honor Ernie at

Clock Funeral Homes
Muskegon Chapel in
Muskegon, on February 12
at 6:30 p.m. The service
was open to the community; leashed pets were
welcome.
only to his parents, but to

Clock employees for assistance in potty training and
finding his way back to the
front office. He quickly
learned to work the system
for treats, and knew the
sound of the mail, UPS and
Fed Ex vehicles.
Ernie was a slow learnTelling Ernies life story
er when it came to earning
Ernie was adopted in July
his certification from
2007. We had been looking
Therapy Dog International.
for a second therapy dog
Jodi Clock speaks at the ser- He was in training for a
for our funeral home, as
vice for Ernie.
couple of years before he
our therapy dog, Max
met the requirements. But
Clock, was getting older,
plus we were getting requests for him at our even before his certification, Ernie helped
heal families.
other locations. We hoped Max would be
He visited schools to help teach chilable to help us show Ernie the ropes, but the
week before Ernie arrived, Max died. Ernie dren what working dogs do. He also was a
familiar face to a local hospice. A number
had big paws to fill.
of people requested that he visit regularly
From the day Ernie became part of
during their final days. He cheered not only
our family, he also become a part of the
patients but also family members.
Clock Funeral Home family. From the age
He also become the face of Clock Timeof 12 weeks, he rarely missed a day of
less Pets partnership with The Scholnik
work. He had several beds, toys and water
Healing Center & Mercy Hospices annual
bowls throughout the facility so he could
community fundraiser, People, Pooches &
explore and learn the footprint of Clocks
Picnics. This event has been so successful
40,000-square-foot building in downtown
that a new program, the Furr-Ever Re-homMuskegon. Each day he would look not
March-April 2015
139
UPDATE
n Beyond the Rainbow Pet

Hospice & Memorial Center,
Fort Worth, Texas, recently provided a
service for a K-9 officer who died in the
line of duty. Following cremation, a service
was planned at the church attended by the
officers handler and family.
It was interesting to me, said company
co-founder Kate Moore, CPLP, that as this
week unfolded, the funeral program company that prints our memorial folders, called
me to ask if we really wanted to print 750
programs for a dog, and that I received this
call from a fellow funeral director in my
community: Kate, I heard something and I
wanted to call you. Are you doing a funeral
for a dog? My reply to my friend was:
Why yes, we are handling a service for a
line-of-duty law enforcement death. And,
yes, the officer had four paws instead of two
feet, but why does that matter?
There were few empty seats (most of
them between K-9 teams) in the church,
which seats 800 people. More than 50
departments sent K-9 officers and handlers,
and more than 500 officers from several
states attended to show respect for Pepper,
who died after running after a suspect into
a wooded area and taking bullets intended
Above and below, some of those who

attended the service for grief therapy
dog Ernie Clock.
Top, arriving at the church for the service. Above, attendees, including K-9
officers and their handlers, seated
inside the church.
for the men he was with. The service was

covered on the evening news on all four
local stations.
r
A number of items, including memorial glass, a flag and condolence note from the
governor, were displayed on the table at the front of the church.
140
ICCFA Magazine
ing Trust, to raise money to place animals

whose parents are in hospice care, has been
formed and will be Ernies legacy.
Ernie was most attached to his dad, Dale
Clock. It wasnt uncommon for Ernie to be
at his side during the arrangement conference, then attend the visitation and funeral.
Sometimes, that Ernie would walk with
Dale up the aisle to dismiss families when a
funeral ended.
It was rare for Ernie to not be present
at an arrangement or visitation, but he did
have one big fearloud noises or gunshotsand somehow he knew that when
people came into the facility dressed in a
military uniform, gunshots (for military
rites) would follow. The minute he saw any
of the military volunteers enter the building,
he high-tailed it to the farthest end of the
building and hid under someones desk. He
wouldnt come out until Taps was played.
This was quite disappointing to the retired
military volunteers, as they loved Ernie.
In the prime of his life, Ernie was
stricken with lymphoma and died shortly
after diagnosis. He only acted ill one day,
his last. A therapy and comfort dog to the
core, in his final few moments he was licking his mothers tears away as if telling her,
Its OK; Ill be waiting for you and Dad
when its your turn to join me at the Rainr
bow Bridge.
Supply Line
n Axiom Business Systems,
Omaha, Nebraska, and Melbourne, Australia, was chosen by CIO Review for its 20
Most Promising Sage Solution Providers
list. The annual list of companies is selected
by a panel of experts and members of CIO
Reviews editorial board to recognize and
promote technology entrepreneurship.
Axiom specializes in end-to-end Sage
services and technology solutions to
improve productivity and efficiency in
Sage processes in the cemetery and funeral
profession. It was very flattering to be
selected in the Most Promising group and
have the Axiom story told to an audience of
nearly 100,000 subscribers, said Anne Field,
Axiom director. 1.866.588.2842;
AnneField@AxiomBusinessSystems.com;
www.AxiomBusinessSystems.com
n Star granite &
bronze, Elberton, Georgia,
has appointed Michael Pisciotta as regional manager.
He attended the University of
Georgia and holds a masters
degree in agricultural leadership and communication.
Pisciotta has most recently
Pisciotta
worked for the Georgia Agribusiness Council as public affairs coordinator. He represents Star in Florida, Alabama,
Mississippi and Louisiana.
1.800.241.7242; www.stargranite.com
n Funeral Directors Life INsurance
Co., Abilene, Texas, has
promoted Todd Carlson to
executive vice president of
sales and chief sales officer
at FDLIC and its parent
company, DIG. He joined
the company in 2006 as vice
Carlson
president of sales. He has a
bachelors degee in mortuary science from
the University of Minnesota. He is a licensed
funeral director, Certified Preneed Counselor and Certified Funeral Service Practitioner as well as a licensed life, accident and
health insurance producer. Before joining
FDLIC, he had more than 15 years of experience in preneed funeral sales.
Also, Rob Davidson has
been named director of
audio/visual solutions. He
studied music, theater and
fine art at McMurry University and went on to pursue
a career in multimedia,
television and film. For more
than a decade, he owned and
Davidson
operated Red3 Productions,
producing award-winning video, graphic
and web design, music and digital photography on local, national, and international
levels. FDLIC has had a business relationship with him for more than 13 years.
Also, Josh Koehler has
been named as market
center manager for the
Northwest Ohio area. He
has worked with FDLIC since
June as a select producer in
the Dayton and Cincinnati
areas. He is a licensed funeral
director and a preneed sales
Koehler
professional. He received
a bachelors degree from the Cincinnati
College of Mortuary Science in 2011, and
received the Ohio Embalmers Association
Award.
Also, Addison Templeton has been
promoted to vice president of administration. He joined the company in 2012 as the
first participant in the companys Leadership
Development Academy. He was then offered
a position as director of special projects.
www.funeraldirectorslife.com
n mortuary lift co., Cedar Rapids,
Iowa, has introduced the Ceiling-less
Gantry System. The lightweight, portable
go-anywhere lift eliminates the need for
ceiling installation. The system is made from
lightweight extruded aluminum track, easily
lifted by one person; has adjustable span
and height, providing a single ergonomic
lifting solution where ceiling structures are
incapable of 1,000 pound load; is collapsible
for easy storage; and has a capacity of 1,000
pounds.
Ideal for those who dont own their
building, are uncertain of their ceiling construction or are possibly planning a move,
the lift brings convenience to every lifting
center within a funeral home, including
using shipping trays, dressing bodies, lifting
caskets and placing a body in the top or bottom drawer of a cooler.
1.800.628.8809; www.mortuarylift.com
CIO Reviews cover

story on Axiom
Business Systems,
featuring owners
John and Anne
Field on the cover.
READERS: To find the products and services you need online, go to www.iccfa.com
and select directory to find:
Supply Link Search
Engine, the fastest way
to find the products and
services you need at your
funeral home, cemetery or
crematory.
SUPPLIERS: Send your press releases
about your new products and services,
and about awards, personnel changes and
other news to sloving@iccfa.com
for inclusion in Supply Line. Large files that
will not go through the ICCFA server can be
sent to slovingiccfa@yahoo.com.
Mortuary Lift Co.s new Ceiling-less

Gantry System, which can be moved
to wherever it is needed.
March-April 2015
141
S U P P LY L I N E
The Tribute Companys expanded website, featuring its new logo.
One of Astrals 2015 International ProStar trucks.
Howard Millers new Patriot urn.
142
ICCFA Magazine
n The tribute
companies,
Hartland, Wisconsin, has unveiled a
new logo and expanded its website,
which highlights a
full array of cemetery development
solutions. In 1973,
William R. Toson
founded The Tribute Companies as a
Midwest cemetery
sales and marketing consultant firm.
Today, Tribute offers
a complete approach to cemetery
development, including design, construction
administration and structural precast concrete interment products used in cemeteries
across the United States and into Canada.
A component that has not been at the
forefront of the companys marketing efforts
in the past, but contributes to the companys
success, is its ownership and operation of
cemeteries. President Christine Toson Hentges, CCE, represents the fourth generation of
her family to own and operate cemeteries in
Wisconsin. www.tributeinc.com
n Astral Carrier, a subsidiary of Astral INDUSTRIES, Lynn, Indiana, has
purchased six new trucks.
The 2015 International ProStar
trucks have better fuel economy, providing savings Astral
will pass along to customers.
Astral also recently
Shilts
expanded its distribution
and added a new sales representative, Doug
Shilts, who has worked with Astral for 26
years in various capacities. 1.800.278.7252;
sales@astralindustries.com;
www.astralindustries.com
n Howard miller Co., Zeeland,
Michigan, has introduced the Patriot urn.
The urn has a rosewood finish and decorative
brass-finished stars, and features a 5-by-7inch photo place. It accommodates a brass
insert as well as the temporary container.
616.772.9131; www.howardmiller.com
n EFileCabinet, Lehi, Utah, has announced major upgrades for both its online
(cloud) and desktop (on premise) products. Enhancements include new product
integratons, security enhancements and new
cloud backup features. The company also has
introduced a subscripton pricing model for
both versions. Subscriptions include access
to the companys support team, webinars and
security updates. Customers who purchase or

upgrade to the 2015 product will receive free
access to SecureDrawer, eFileCabinets client
file-sharing web portal.
1.877.574.5505; www.efilecabinet.com
n Johnson consulting GROUP, Scottsdale,
Arizona, has hired Brandi
Cunningham to lead its
marketing and business
development efforts. She has
more than 10 years of sales
and marketing experience and
Cunningham joins the company after nearly
six years with the Indiana Funeral Directors Association, where she acted
as member services director.
Also, Johnson has hired Jeff
Casey to assist in its management consulting efforts.
Casey has more than 30 years
of funeral home and cemetery
management experience. He is
a graduate of Cypress College of Mortuary Science in
Cypress, California, and began Casey
his career in 1980 with Pierce
Brother Mortuaries and Cemeteries in Los
Angeles. He has served the California, Florida
and Arizona markets in various local and regional management positions. 1.888.250.7747;
info@johnsonconsulting.com;
www.johnsonconsulting.com
n Homesteaders,
Des Moines, Iowa, recently
named Vincent Michaelsen
the Graham J. Cook Account
Executive of the Year. The
award recognizes the account
executive who best demonstrates the qualities necessary
to provide exceptional service
Michaelsen
and support to customers.
Michaelsen was also named West Regional
Account Executive of the Year.
Several other account executives also were
honored at the meeting, including: Steve Brodie, Daniel M. Voecks Award for producing
the highest annual volume in a calendar year;
Nancy Mortell, Midwest Region Account
Executive of the Year; Jake Sale, Northeast
Region Account Executive of the Year; R.D.
Monson, Southeast Region Account Executive of the Year; and Joan Schoborg, Home
Office Region Account Executive of the Year.
Also, Will Bischoff has joined the company as vice president-strategic markets. He
has served in various financial, sales and management capacities in funeral service. Prior to
joining Homesteaders, Bischoff spent 12 years
with Keystone Group Holdings as controller
and vice president of corporate development.
S U P P LY L I N E
Most recently, he was regional vice president
of sales for another national preneed funding
company. 1.800.477.3633;
www.homesteaderslife.com
n eickhof columbaria, Crookstone,
Minnesota, has introduced a new product,
the Ossuarium. It serves as a traditional
above-ground columbarium with niches, and
an ossuary, which incorporates an underground vault for the placement of Eickhofs
new Satin Urns. The ossuary underground
vault, which is accessed on the fourth niche
on one side only of the Ossuarium, is watertight and leak-free.
With a concrete pier foundation, the total
structure below ground measures approximately 12-and-a-half feet long, 6 feet wide
and 8-and-a-half feet in depth. Above ground,
the Ossuarium has a 3-and-a-half-footsquare footprint and the final monument is a
10-foot-tall obelisk. Those who are placed in
the Ossuarium vault in an Eickhof Satin Urn
also will be memorialized on the side of the
monument via incising into the stone, much
like a traditional grave marker or columbarium niche. The ossuary vault can accommodate more than 850 Satin Urns, and the
obelisk offers up to 19 niches.
The simplicity makes it unique, said
Eickhof President and CEO Paul Eickhof.
What else makes it unique is that the obelisk
shape is an iconic symbol recognized for centuries worldwide. Incorporating a recognizable symbol helps give the whole idea legs. Its
a much more marketable idea. It offers tradition and beauty while continuing the same
idea in a modern way. 1.800.253.0457;
info@eickhofcolumbaria.com;
www.eickhofcolumbaria.com
n Directors Advantage, Clinton,
North Carolina, owner and operator of Cremation.com, has filed a federal lawsuit over
the cremations.com domain name. The suit
seeks a court order disabling and transferring
the cremations.com domain name in order to
protect consumers from confusion. The Cremation.com (without the s) name has been
used for nearly 15 years. The suit alleges that
the cremations.com domain name is owned by
a fictitious entity at an address outside the U.S.
and that it has misrepresented itself as being
associated with Directors Advantages website,
accepting money and engaging in sales tactics
that included swearing at potential customers. We have a duty to protect our customers
and our brand, said Ellery Bowker, CEO of
Directors Advantage. After receiving numerous complaints, inquiries and even threats
of legal action from customers who have
been confused and deceived by cremations.
com, we felt it was important to pursue legal
action. The case, Directors Advantage Inc. v.
cremations.com, was filed in the U.S. District

Court for the Eastern District of Virginia.
1.800.724.9975; www.directorsadvantage.com
n ASD, Media, Pennsylvania, has established a dedicated customer solutions
department, Proactive Customer Service.
The team was created to provide funeral
directors with a dedicated account specialist. Team members have worked for ASD
at least four years. Each client is assigned a
representative who will follow up regularly
to ensure the client understands the features
and tools the company offers. Reps will work
around each funeral homes schedule, tracking how and when the funeral home staff
prefers to communicate. Kevin@myasd.com;
1.800.868.9950; www.myasd.com
n Aurora Casket Co., Aurora,
Indiana, recently offered a free webinar by
Lacy Robinson, CFSP. The webinar, Decoding the Generations, analyzed each generations core values and consumer motivation,
and discussed how to guide each generation
through the grief process. Aurora also has
introduced a merchandise advisor app for
iOS and Android tablets. The app can be
used to browse and present Aurora caskets,
urns and keepsakes. It can be customized with
the funeral homes pricing and selection.
www.auroracasket.com
n Shivashade, Merrick, New York, has
appointed The DoDGE CO., Billerica,
Massachusetts, as an authorized representative for its eco-friendly prep room products,
including organic sprays Very Berry and Very
Lavender; Absorb-It powder; Blood BeGone
Soap, a vegetable-based green soap; and Suture BeGone Adhesive. 516.665.8323;
sales@shivashade.com; www.shivashade.com;
1.800.443.6343; www.dodgeco.com
Eickhof Columbarias new Ossuarium includes niches in an obelisk

and an ossuary vault below ground.
Above, one of the satin urns, placed

into the ossuary via the fourth niche,
shown below in close-up.
ShivaShades line of eco-friendly

products that will be sold by The
Dodge Co.
March-April 2015
143
S U P P LY L I N E
One of Lundgren Monuments new cremation urns of steel and cast glass.
A preview of Batesvilles MIS

Professional is available at
www.batesvilletechnology.com.
Hunter Industries new STK-6V synthetic turf irrigation system.
144
ICCFA Magazine
n lundgren monuments, Seattle,

Washington, has debuted two cremation urn designs from its 2015 collection.
The sculptural steel and cast glass urns are
designed by Greg Lundgren and fabricated by
master metalsmith Paolo Croatto. Available
in bronze, stainless steel and a variety of glass
colors, the urns reimagine the cremation urn
and the connectivity between art and death.
1.800.205.9055;
greg@lundgrenmonuments.com
www.lundgrenmonuments.com
n Batesville, Batesville, Indiana, now
offers MIS Professional, a comprehensive
business solution that ties together case
management, arranger planning, product
selection and more. Many funeral home
owners find themselves working with a web of
disparate solutions that were never designed
to work together, said Mike Bryan, Batesvilles
general manager of technology solutions. MIS
Professional can replace these stand-alone
systems.
Features include an intuitive, easy-to-use
web interface that provides secure access to
business and customer data from anywhere,
on any device; a single database that integrates case management, planning, product
selection, obituaries, memorial stationery and
more; the ability for users to enter data once
and seamlessly move it through the system;
access to real-time data, schedules and a history of activities; and an online dashboard that
makes it easy to monitor the status of day-today tasks, and detailed reports that provide a
snapshot of performance and productivity.
In addition, MIS Professional offers a
hosted, web-based solution. There is no additional hardware required, and new versions
and updates of the software are included with
ongoing maintenance. Demonstrations will be
available at the Batesville booth at the ICCFA
Expo in San Antonio. A preview is available
on Batesvilles website.
Batesville also recently offered a series of
free 30-minute educational webinars, Education Week: 4 Ways in 4 Days, the fourth
such series the company has offered since
November. This series included How to Use
Consumer Insights to Create Positive Funeral
Experiences, by Gayle Lloyd, market research
manager; How to Convey Your Value
Proposition to Phone Callers, by Anthony
Minshew, cremations options consultant;
How to Leverage the Power of Search Engine
Optimization, by Bob Sheridan, product
manager; and How to Connect with Families
Using Meaningful Selections, by Sean Townsley, customer value manager.
877.287.8661; www.batesville.com
n Hunter industries, San Marcos,
California, has released the new STK-
6V, an enhanced version of its existing

synthetic turf irrigation system. In the new
model, the rotor hangs from an adjustable
bracket within the vault for precise adjustment to meet grade, and adjustable stands
support the manifold, eliminating the need
to backfill the vault with gravel for support.
The STK-6V includes a new 3-inch galvanized ductile iron assembly with heavy-duty
grooved fittings for ease of servicing. The
isolation valve and point of connection for
the quick coupler are now inside the vault
and provided with the field-installed assembly, for a total top service solution. The
vault also includes a drain valve for easier
servicing and winterization.
760.744.5240; www.hunterindustries.com
n Wilbert Funeral
Services, Broadview, Illinois, has hired Steve Hawkins
as marketing specialist. He
has more than 25 years of
experience in marketing,
public relations, branding and
special events and as a publications editor. Prior to WFSI,
Hawkins
he worked at the American
Society of Home Inspectors, the First Division
Museum at Cantigny, InterVarsity Press and
Crossway Books.
Also, the company served the families
of 114 fallen first responders in 2014 via
its philanthropic Commemorating First
Responders. Families of firefighters (46), law
enforcement officers (65) and emergency
medical personnel (three) received, at no
charge, a burial vault when traditional burial
was chosen. Cremation families chose from
four high-quality urns and received an urn
vault if burial was chosen. Each vault came
with a personalized carapace, donated by
Legacy Prints, one of WFSIs vendor partners.
1.888.WILBERT; www.wilbert.com
n Kubota, Torrance,
California, has expanded the
roles of several of its senior
leaders. Todd
Stucke has
been named
vice president,
sales, marketing and product support.
Stucke
He will take on
responsibility
for each of the Woods
companys product sements
and oversee their supporting operations. Alex Woods
has been promoted from
Southeast Division manager
to vice president, divisional
Jones
Check the classified announcements at www.iccfa.com/employment.htm

To place a classified, contact Rick Platter, rplatter@iccfa.com
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VISIT OUR WEB SITE/WWW.ADOVERMARKER.COM
Calendar
E-mail calendar listings and additions or
corrections to Association Pipeline to
bclough@iccfa.com.
For continually updated meeting listings

and direct links to websites for professional
associations, go to www.iccfa.com; select
Directory, then Industry Association Directory.
March 18-19: Illinois Cemetery & Funeral Home

Assn. Semi-Annual Spring Convention, Holiday
Inn & Suites, Bloomington. www.icfha.org
March 18-19: ICCFA-CANA Cremation Arranger
& Operator Training, Fairfax Funeral Home &
Memorial Park, Fairfax, Virginia.
www.cremationassociation.org
March 20-22: National Soc. of Allied &
Independent Funeral Contractors Annual
General Mtg., The Beaumont Estate, Old
Windsor, Berkshire. www.saif.org.uk
Jose. www.ccwecare.org
April 8-9: Utah Funeral Directors Assn. Annual
Convention, Salt Lake City. www.ufda.org
April 8-11: Association for Death Education &
Counseling 37th Annual Conf., Grand Hyatt San
Antonio, Texas. www.adec.org
April 8-11: ICCFA Annual Convention & Expo,
Henry B. Gonzalez Convention Center & The
Grand Hyatt San Antonio, Texas. www.iccfa.com
April 13-15: North Dakota Funeral Directors
Assn. Annual Convention, Fargo. www.nfda.org
April 14: New Hampshire Cemetery Assn.
Annual Mtg. www.nhcemetery.org
April 16-17: ICCFA-CANA Cremation Arranger
& Operator Training, North Little Rock Funeral
Home, Arkansas. www.cremationassociation.org
April 22-23: ICCFA Cremation Arranger &
Operator Training, Gupton Jones College of
Funeral Service, Atlanta. www.iccfa.com
April 22-25: International Order of the Golden
Rule Annual Conf., Orlando World Center
Marriott, Orlando, Florida. www.ogr.org
April 27-28: New York State Assn. of
Cemeteries 38th Annual Public Affairs Sem.,
Hilton Albany. www.nysac.com
April 29-May 1: Ohio Funeral Directors Assn.
135th Annual Convention, Hilton Columbus,
Easton. www.ofdaonline.org
May 10-13: Kansas Funeral Directors Assn.
March 24-25: Ohio Cemetery Assn. Spring

Conf., Doubletree Hotel, Columbus.
www.ohiocemeteryassociation.com
March 25: Washington Cemetery, Cremation &

Funeral Assn. College of Cemetery, Cremation
& Funeral Studies, Embassy Suites Hotel,
Lynnwood. info@wccfa.us
March 26-27: Ohio Cemetery Assn. Cremation

Certification Programs, Doubletree Hotel,
Columbus. www.ohiocemeteryassociation.com
March 26-28: California Assn. of Public Ceme
teries 57th Annual Conf., Embassy Suites, San
Luis Obispo. publiccemeteries@aol.com
March 28: Rhode Island Funeral Directors
Assn. Annual Installation of Officers Dinner,
Quidnessett Country Club, North Kingstown.
www.rifda.org
April 6-10: Catholic Cemeteries of the West
Convention, Downtown San Jose Marriott, San
To see all industry conventions and meetings for

a particular month, go to www.iccfa.com; select
Find a Member, then Industry Calendar.
Courtney
Olesen
at the
National
Musem of
Funeral
History
2014 Golf
Classic.
This years
tournament will
be Monday, May
18, at the
Kingwood
Country
Club, Texas. It will start with breakfast at the clubhouse, followed by the shotgun start and
the five-person golf scramble. The day
will feature on-course contests with teeprizes, professional long-drive fundraising
entertainment and vendors (players will
each receive a voucher towards product
purchases). The day will end with a silent
auction, dinner and awards ceremony.
Registration can be done online at
www.nmfh.org or by calling 281.876.3063.
S upply line
operations. He plans to streamling operations
across all four of Kubotas division in the U.S.
Dan Jones has been named vice president, human resources, legal and administration.
1.888.458.2682, ext. 900; www.kubota.com
n outlook group, Franklin, Ohio,
is soliciting applications for the Christian
Chambers Mortuary Science Scholarship.
Applications are due by June 30; the winner

will be announced in August. Established by
The Outlook Group in 2013, the scholarship
honors funeral director Christian Chambers,
who has served his chosen profession with
distinction for more than 22 years. Through
2033, a scholarship of $2,000 will be awarded
annually in Chambers honor to a deserv-
ing student in a mortuary science program

accredited by the American Board of Funeral
Service Education. The 2014 scholarship was
awarded to Emily Hattab, who attends Ivy
Tech Community College, Indianapolis, Indiana, where she aspires to obtain an associates
degree. 1.800.331.6270;
www.theoutlookgroup.com
r
March-April 2015
145
AD INDEX
75 Abbott & Hast
61 Adfinity
87 AFCTS
71 American Cemetery/Mortuary
Consultants
47 ASDAnswering Service for
Directors
21 Astral Industries
31 Batesville Casket
85 Biondan North America Inc.
91 BlindCheck
45 Carrier Mausoleums Construction
75 Clearpoint Federal Bank Trust
3 Coldspring
133 Continental Computer Corp.
101 Cooperative Funeral Fund
77 CremainGem
119 Custom Air Trays
29 Dakota Granite Co.
113 Doric Products
71 Eagle Granite Co.
57 Eickhof Columbaria Inc.
119 Eko-Urn
59 Ensure-A-Seal
33 Federal Coach
65 Fine N Rhine
111 First Guaranty Insurance Co.
41 Flowers for Cemeteries
2 Forethought Life Insurance
Companies
109 Franklin Wrap
119 Funeral Call Answering Service
83 Funeral Home Gifts

9 funeralOne
105 Funeral Services Inc.
99 Great Western Insurance Co.
65 Grever & Ward
85 Heritage Flower Co.
127 Holland Supply
63 Holy Land Stone
7 Homesteaders Life Co.
135 IMSA
103 Inman Shipping Worldwide
73 J. Stuart Todd Inc.
129 Johnson Consulting
47 Kryprotek
43 Live Oak Bank
55 Love Urns
65 Madelyn Co.
93 Matthews Cremation Division
37 Matthews International
115 McCleskey Mausoleums
123 Merendino Cemetery Care
63 Messenger
115 Messenger
101 Milne Construction Co.
49 National Guardian Life Insurance Co.
148 National Mortuary Shipping
73 Nomis Publications
59 Obermayer Rebmann Maxwell &
Hippel
115 One Room Funeral Webcasting
121 Paradise Pictures
79 Park Place Equity
35 Passages International
25 Physicians Mutual
131 Pontem Software
17 Porcelains Unlimited
95 Progressive Environmental Services
67 RBC Wealth Management
15 Security National Life Insurance Co.
77 SEP Technologies
89 Southern Cemetery, Cremation &
Funeral Association
97 SRS Computing
39 Star Granite & Bronze
4 Starmark Cremation Products
5 Stonemor Partners
11 SuperNova International
10 Supply Link
75 SVE Portable Roadway Systems
57 Terrybear Urns & Memorials
111 Terrybear Urns & Memorials
19 The Tribute Companies
41 The Verdin Co.
101 Timberland Urns
23 Trigard
125 Triple H Co.
27 U.S. Metalcraft
91 VKM International
105 Wilbert Funeral Services
47 WithumSmith + Brown
147 Worsham College
125 Wuxi ANA Industries Ltd.
41 Zontec Ozone
r
C alenda r
Annual Convention, Capitol Plaza Hotel, Topeka.
www.ksfda.org
May 11-13: North Carolina Annual Ed. Conf. &
Expo, Sheraton Downtown Hotel, Raleigh.
www.ncfda.org
May 11-14: Michigan Funeral Directors Assn.
Annual Convention, Lansing. www.mfda.org

May 12-14: Iowa Funeral Directors Assn. Annual
Convention. www.iafda.org
May 14-15: Georgia Cemetery Assn.
Convention & Expo, Hyatt Atlanta Perimeter,
Atlanta. www.gacemeteries.com
May 18: National Museum of Funeral History

21st Annual Golf Tournament, Kingwood Country
Club, Texas. www.nmfh.org
May 18-20: Minnesota Funeral Directors Assn.
125th Annual Convention, Earle Brown Heritage
Center, Brooklyn Center. www.mnfuneral.org r
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Staying ahead of the market:

Saying the final Aloha

April 8-11, 2015 San Antonio, TX

National Mortuary Shipping AD

Top, Randolph Bowman Horton in front

Funeral directors now must certify

ICCFA University: Genuine humility & service in action Another

Changes. Addendums. Changes. What to doand not dowhen

68 Diversity: Serving all families

Staying ahead of the market: Hortons evolves & expands

Like the ICCFA on Facebook & friend ICCFA Staff

Kase plans educational programs for

Mass of Remembrance gives Mexican-American families a

How culture affects a persons approach to end-of-life matters

Jewish funeral & burial traditions Is there a Jewish funeral home in

102 diversity: florida vs. hawaii

106 diversity: cemetery design

Faith and tradition define Catholic cemetery aesthetics

116 cemetery management; finances

Understanding and planning for your cemeterys objectives via your

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Pet loss professionals

Submit your news

n Write it down. It doesnt have to be

The Facebook funnel for funeral homes & cemeteries

Trends in veterans memorials

Powered by Multiview, ICCFA Supply Link is a

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and CEO of Sharon

n To apply for ICCFA

The future is now

remember before my daughter was born that

State of the association

I am pleased to share with you that this has

Fred Lappin, CCE, president

Darin B. Drabing, president-elect

Robert Treadway, director of

Robert M. Fells, Esq., executive director &

Rick Platter, supplier relations manager

Brenda Clough, office administrator

Susan Loving, managing editor

through our Ambassador program and marketing

Daniel Osorio, subscription coordinator

at Sterling, VA, and other offices. Copyright

Like the ICCFA on Facebook & friend ICCFA Staff

ICCFA: MEMBERSHIP THAT MATTERS.

Its about professional growth.

Everyone happily shares knowledge,

Its about you!

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ICCFA members preparing

rwin Shipper, chairman of the ICCFA Government

ICCFA Executive Director Bob Fells, right, with

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Funeral directors now must certify that VA marker

n the wake of the Veterans Dignified Burial Act

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The 2015 ICCFA Expo

Start every day at the ICCFA Caf at www.iccfa.com

Start every day at the ICCFA Caf at www.iccfa.com