The 2025 NFDA Convention is just around the corner. It’s the most wonderful time of the year for funeral service professionals! Nothing quite compares to the excitement that builds each year in anticipation of the National Funeral Directors Association Convention. This one-of-a-kind event is the world’s largest gathering of experts, influencers, and thought leaders in the funeral profession. Once again, we’re thrilled to bring you a comprehensive guide to all things NFDA—from seminars and events to local attractions…and all that jazz!
Sarah Bernhardt once called Chicago “the pulse of America,” and we think that’s a perfect way to describe this year’s host city—especially since the NFDA Convention has become the heartbeat of the funeral service profession. As a proud official sponsor of the 2025 NFDA Convention and Expo, ASD values the unique opportunity this event provides for professionals from across the globe to connect, learn, and share ideas. It’s a week filled with meaningful experiences, from engaging educational sessions to unforgettable sightseeing and networking. Our excitement continues to build as the 2025 NFDA Convention in Chicago draws near.
With an outstanding speaker lineup, a packed schedule of memorable events, and one of the country’s most vibrant cities as the backdrop, we’re confident this year will be unforgettable. We’re here to help you get ready and make the most of your trip to the Windy City. Check out our list below and let us know in the comments what you’re most excited about this year!
Your Ultimate Guide to the 2025 NFDA Convention
Explore the latest funeral trends and innovations in the Expo Hall
When conducting research on Chicago for this 2025 NFDA Convention guide, I stumbled upon this delightful quote from American sculptor, Claes Oldenburg. The quote goes, “Chicago has a strange metaphysical elegance of death about it.” I kept coming back to those words elegance of death and couldn’t help but marvel over how they so perfectly describe what one encounters when walking through the Expo of the NFDA Convention. Every funeral-related product, service or niche idea you can think of has a place in the sprawling convention hall; a room brimming with people whose sole drive is to help funeral directors serve families and provide an experience that demonstrates the elegance of death.
With over 300 exhibitors in attendance, the NFDA Expo Hall is the ideal place to learn about all of the latest funeral home products and services. Strolling through the tradeshow floor, you can load up on free gifts, enter to win exciting prizes and discover the latest innovations created for the funeral profession. The Expo Hall Ribbon Cutting will take place at 12p on Monday, October 27th and the tradeshow floor will remain open until 5p that evening. The Expo Hall will also be open Tuesday, October 28th from 12-5p and Wednesday, October 29th from 9a-12p.
While you’re exploring the NFDA Expo Hall, we hope you’ll take some time to visit with the ASD Team at Booth #1839. We will also have our Southern Team Answering Service Booth just a short stroll down the aisle at Booth #1727 for any funeral professionals who would like to learn more about our solutions specifically tailored for southern funeral homes.
The 2025 NFDA Convention gives us the chance to demonstrate ASD’s commitment to serving each and every one of our funeral home clients with the highest level of customized service. We will often take notes from directors at our booth and inquire if there is anything we can do to make their lives a little easier when they return home. We can even make account updates right on the convention floor, provide one-on-one app tutorials and demonstrate to our clients all the different ways they are free to customize their account preferences.
ASD’s Technical and Customer Service teams will also be on hand to answer any questions you may have about our technical solutions. ASD’s booth includes a large television monitor connected to an iPhone, allowing funeral directors to see our ASD Mobile app in action. Throughout the convention, our technical experts hold live, interactive demonstrations of our NFDA award-winning ASD Mobile app and other technologies we’ve created to make life more convenient for directors. This year, we will be demoing some of our newer solutions such as our Call Forwarding Check and advanced Solicitor Shield® call blocking as well as explaining the new texting verification requirements for our MobileFH® Texting feature.
Don’t Miss the Cremation Air Booth!
ASD is helping to introduce Cremation Air, a new company joining the funeral profession who will be debuting their solutions at the 2025 NFDA Convention. Be sure to taxi over to booth #1834—located directly across from ASD—to see how Cremation Air is ready to take end-of-life care to new heights. Their booth will also feature a first-class photo op you won’t want to miss!
Bring Out the Kid In You—At Our Booth!
Ready to play? ASD’s booth at the NFDA Convention has always been the place to indulge your playful side with our one-of-a-kind Funeral-Themed LEGO sets (and, yes, you might just walk away with one!). But this year, we’re stacking the fun even higher! Get in the game with a round of cornhole or giant Jenga. It’s time to level up the fun and let your inner child take over. Stop by and play a round—you know you want to!
And, of course, ASD will be raffling off our famous Funeral-Themed Lego sets once again at NFDA this year. Winners will have their choice of our Lego Embalming Room, Lego Cemetery, Lego Hearse or Lego Funeral Service sets which will also be on display during the show. Stop by to snap a photo and enter our raffle drawing to win the most unique item in the NFDA tradeshow hall.
Hear from Experts about Timely Issues Impacting Our Profession
At the NFDA Convention each year, attendees flock to the seminar rooms and auditoriums, eagerly listening to thought leaders discussing the latest issues impacting the funeral service profession. The NFDA excels at curating a stellar lineup of knowledgeable experts who cover a wide range of topics, including business operations, professional skills, and legal considerations, providing a comprehensive exploration of the funeral service profession.
The 2025 NFDA Convention offers an array of timely and relevant subjects in its seminars, workshops, and panels. While we’ve highlighted a few standout speakers and topics below, it’s essential to explore the NFDA’s full lineup to identify specific subjects that will be most beneficial for you and your funeral home staff.
Secrets from an Event Planner’s Playbook: Christina Andreola, Principal Event Planner Time: Sunday, October 26th, 11:30a-12:30p
In this session, you’ll explore how evolving consumer preferences are reshaping the funeral profession. As more families seek unique and personalized ways to honor their loved ones, traditional services are giving way to creative, non-traditional memorials. Hear from a memorial event planner and apprentice Funeral Director who will share firsthand experience with today’s changing expectations—and discover practical ways to bring fresh, customized offerings to your own services.
Mapping a Customer Experience from Greeting to Goodbye: Damon Wenig, Director of Partner Marketing at Homesteaders Life Company Time: Sunday, October 26th, 1:15-2:15p
These days, everyone is talking about the importance of customer experience—and at ASD, we understand just how critical that first interaction with a family can be. Imagine transforming every touchpoint with your funeral home into a lasting moment of care and excellence. This session will show you how. Learn how to map the entire family journey—from the first call to aftercare—with purpose and consistency. Drawing inspiration from top-tier service brands like The Ritz-Carlton and Mayo Clinic, you’ll discover proven strategies to create meaningful, memorable experiences that leave families feeling supported long after the service ends.
What Can Be Done with Cremated Remains: Howard Sankel, President of Options for Ashes Time: Sunday, October 26th, 2:30p-3:30p
Many families struggle with what to do with their loved one’s cremated remains—and too often, those remains end up forgotten in closets or garages. Funeral professionals know the importance of offering guidance, but educating families on their options can be challenging. In this session, you’ll learn how to turn that uncertainty into a meaningful opportunity—for families and for your business. Discover how to grow your revenue while providing thoughtful, lasting solutions through aftercare services.
At ASD, we’re currently developing a brand new company dedicated to helping families scatter ashes in truly memorable and personalized ways. Stop by Booth #1834 to learn more. The aftercare market is growing—now’s the time to position your funeral home at the forefront.
The Power of Human Connection: Sherrie Dunlevy, Founder of Graduating Grief Time: Monday, October 27th, 8a-9a
As technology continues to push humanity forward, it’s also quietly eroding one of our most essential human abilities—authentic communication. More and more people find it easier to connect through screens than through meaningful, face-to-face conversation. This growing disconnect is affecting our relationships at home, our collaboration at work, and our overall sense of belonging. In this thought-provoking presentation, speaker Sherrie Dunlevy will dive into the underlying causes of this communication gap, uncovering how loneliness and unresolved grief often lie at its core. She offers practical tools and insights to help you rebuild genuine connections, enhance emotional intelligence, and create environments where people feel truly seen, heard, and valued—both in your personal life and professional world.
Outshine the Competition: Glenn Gould, Founder of MKJ Marketing Time: Tuesday, October 28th, 8a-9a
For decades, Glenn Gould has been offering powerful insights on how businesses can rise above the noise in crowded, price-driven markets. If you’ve never had the chance to hear him speak, this is an opportunity you won’t want to miss. In today’s landscape, simply slashing prices isn’t enough to stay competitive—you need smarter strategies that emphasize value, connection, and innovation. In this dynamic session, Glenn will reveal time-tested techniques for standing out from low-cost competitors. Discover how to differentiate your business, foster lasting customer loyalty, amplify your brand through strategic PR, and embrace digital tools to stay ahead of changing expectations.
Funeral Rule Update: Chris Farmer, General Counsel for the NFDA Time: Tuesday, October 28th, 9:15a-10:15a
Staying compliant with federal regulations is more critical than ever for today’s funeral professionals. With the Federal Trade Commission (FTC) actively reviewing updates to the Funeral Rule, funeral homes across the country could soon face significant changes that impact how they operate and communicate with families. In this essential session, Chris Farmer, General Counsel for the National Funeral Directors Association (NFDA), will break down the latest developments in the FTC’s review process and what they could mean for your business. You’ll gain a clear understanding of the most common compliance pitfalls under the current Funeral Rule and learn practical steps your funeral home can take to avoid costly violations.
Preserving Legacy – Why We Embalm: John T Hill, Funeral Director and Embalmer at James Funeral Home Time: Wednesday, October 29th, 8a-9a
Have you encountered questions like, “What exactly is embalming?” or “Why is it necessary?” Whether you’re meeting with a family or speaking at a public event, how you answer can shape perceptions. This workshop will equip you with the tools to explain embalming in a clear, respectful, and informative way. You’ll learn how to articulate its purpose and value, address common misconceptions, and respond with confidence to criticism. While the practice has faced scrutiny in recent years, embalming continues to serve a meaningful role. With thoughtful communication, you can help others understand and appreciate its enduring significance.
*Closing Keynote* Futureproof Yourself: Innovate and Thrive in Times of Uncertainty: Crystal Washington, Author and Founder of Black-Market Exchange Time: Wednesday, October 29th, Time????
Don’t miss NFDA 2025’s closing keynote address from renowned technology futurist Crystal Washington. In a world where rapid change has become the norm, Crystal will guide you through how to move from reactive decisions to future-ready strategies by uncovering hidden “Easter eggs” of innovation already within your reach. With a dynamic blend of insight and humor, she’ll reveal how to harness these underused tools to future-proof your career, energize your team, and drive long-term success. Named one of Forbes’ 50 Leading Female Futurists, Crystal brings real-world experience from managing Fortune 500 accounts to founding her own tech consulting firm. This is your chance to gain practical, inspiring strategies to help your funeral home thrive in the face of ongoing change.
Take Part in Fellowship Opportunities at NFDA Events
Welcome Party Sun, October 26th 6-8p
Kick off the NFDA 2025 International Convention & Expo with an unforgettable evening at the legendary House of Blues Chicago! Step into a venue that pulses with Southern flair and rock ‘n’ roll energy, setting the perfect vibe for a night of celebration. Savor complimentary small bites, enjoy live entertainment, and connect with your funeral service colleagues. This exclusive event is your chance to soak up the spirit of the city while networking in a vibrant, one-of-a-kind setting. Don’t miss the music, the memories, and the magic of this iconic Chicago experience!
Opening General Session: Monday, October 27th, 9:30-11:30a
The Opening General Session marks the official start to the 2025 NFDA Convention and celebrates the achievements of the NFDA over the year. It’s always enlightening to hear our NFDA leaders discuss recent developments and detail the progress of the association’s most recent initiatives. This year, we are especially eager for the announcement of the winner of the NFDA Innovation Award. As a proud four-time recipient, ASD is honored to be the official sponsor of this prestigious recognition. We look forward to sharing the stage with fellow innovators and celebrating the latest advancements shaping the profession. Click here to learn more about this year’s award finalists.
In addition to the 2025 NFDA Innovation Award announcement, we also look forward to hearing speaker Felipe Gomez deliver his keynote address on the Power of Virtuosity. He’ll explore what it means to be a “virtuoso” and why this mindset is essential for organizations navigating today’s dynamic world. From mastering our craft and refining our methods to embracing intentional attitudes and acting with passion, Gomez will highlight how leaders and teams can thrive in the “new normal.” He’ll share strategies to help individuals become exceptional in all they do by cultivating purpose-driven behaviors and a commitment to excellence. With his signature use of live piano performance and a deep passion for music, Gomez will deliver an inspiring, one-of-a-kind experience focused on innovation, connection, and culture.
All-Star Recognition Ceremony: Monday, October 27th, 4p-5p
Celebrate the achievements of your colleagues! This event recognizes funeral professionals who demonstrated excellent service or achieved advanced certifications from the NFDA. Congratulations to all of our amazing clients who were recognized with the Pursuit of Excellence Award this year! Thank you for all you do to support and help families!
Architecture River Cruise: Monday, October 27th, 6p-7:30p
Set sail with your NFDA funeral service colleagues on an unforgettable architectural cruise through the heart of Chicago. Drift along the scenic Chicago River and take in breathtaking views of the city’s most iconic landmarks—all in one incredible journey! From the soaring Willis (Sears) Tower and the historic Old Post Office to the elegant Wrigley Building and the spectacular 360 Chicago Observation Deck, you’ll witness the very best of Chicago’s skyline. Along the way, your expert guide will share captivating stories, fascinating history, and little-known facts that bring these architectural wonders to life. Read more about Chicago’s iconic river tours below.
Service of Remembrance: Tuesday, October 28th, 10:30a-12p
Honor the memory and legacy of funeral professionals we have lost this year at the annual Service of Remembrance. In recognition of Chicago’s influence as the birthplace of gospel music, this years’ service will feature a performance from Ebenezer Missionary Baptist Choir.
Funeral Directors Young & Old: Tuesday, October 28th, 5:30p-7:30p – Lucky Strike Chicago
Funeral directors attending the 2025 NFDA Convention won’t want to miss this year’s Funeral Director’s Young & Old gathering, which promises to be a fun and exciting evening out on the town. Get ready for a night of connection and excitement at Lucky Strike Chicago! Step into a dynamic atmosphere where networking blends seamlessly with entertainment. Challenge your colleagues on six private bowling lanes, shoot some pool, hit the arcade, and enjoy delicious appetizers and cocktails. Whether you’re racking up strikes or just relaxing with great company, this high-energy event is the perfect way to combine fun and professional mingling.
Explore Windy City’s Wonders
Cruise through Stunning Architecture
One of the best ways to experience Chicago and all of its magnificent architecture is to board a river cruise boat. These tours are offered by multiple sightseeing companies several times an hour with many different themes. You can book a tour in advance or hop on one along the Riverwalk’s lush 1.25-mile pedestrian pathway, which runs from Lake Shore Drive to Lake Street.
Arguably the best river tour is the architecture theme which gives you a clear view of more than 40 listed landmarks. You’ll learn about the fascinating history of some of Chicago’s most recognizable buildings as the boat moves through the river to the canal. You’ll also have an opportunity to see the canal gates open as the tour moves from the river to Lake Michigan, passing by the famed Chicago Harbor Lighthouse, and then enjoy stunning views of the city skyline. We recommend timing your river cruise around sunset so you can see the sunlight hitting the buildings, watch the sky change colors and take in a view of the city at night.
Explore (as much as you can of) Grant Park
Chicago’s prime open space deserves its own guide for the sheer number of landmarks and attractions within its boundaries. Nicknamed “Chicago’s Front Yard”, Grant Park (337 E Randolph St) is situated along Lake Michigan and houses many of the city’s iconic landmarks. Below are just a few of the sights you can enjoy.
- Millennium Park Campus– Nature meets public art in the 24-acre Millennium Park (201 E Randolph St). Located in the northwestern section of Grant Park, Millennium Park is the number one tourist attraction in the Midwestern United States and is considered by many to be heart of Chicago. It features the famous Cloud Gate sculpture better known as The Bean, a glimmering archway that distorts reflections and provides the ideal backdrop for taking your best Chicago trip selfies. In addition to Cloud Gate, there are many other public art installations within the park boundaries, including the interactive Crown Fountain video sculpture, rotating outdoor exhibits at The Boeing Galleries, and the stainless-steel canopy over the great lawn at Jay Pritzker Pavilion. For those looking to get in touch with nature, you’ll love the colorful and tranquil benched walkways winding through Lurie Garden on the southern end of the park.
- Maggie Daley Park– Remember when you were a child, how you would try to imagine what the perfect park and jungle gym would look like? Maggie Daley Park (337 E Randolph St) IS that park. If you are attending NFDA with your children this year, you won’t want to miss stopping by this 20-acre lakeside oasis located on the other side of the BP Pedestrian Bridge. The Play Garden will delight and captivate the imagination of children with its upside-down trees, climbing towers, mirrored maze, and play boats. Each play area is divided into four age groups that are connected via the Enchanted Forest, a huge network of trails and play zones that encourage imaginative outdoor play and sensory exploration. Beyond the play area, kids can also enjoy a rock-climbing wall, skating rink and mini golf course.
- Buckingham Fountain: Dedicated to the city of Chicago as a gift in 1927, the Buckingham Fountain (301 S Columbus Dr) is one of the largest fountains in the world. This extravagant landmark is composed of Georgia pink marble and was modeled after a fountain in Versailles. Don’t miss stopping by to see this impressive centerpiece of Chicago. Every hour, Buckingham Fountain puts on a dazzling light and water display which shoots jets up to 150 feet into the air.
- The Art Institute of Chicago – Art enthusiasts will be blown away by such an extensive collection of impressionist and post-impressionist paintings found at the Art Institute of Chicago (111 S Michigan Ave). You’ll feel like you’ve been transported to Paris as you gaze at works created by Monet, Cezanne, Renoir and van Gogh that are sure to fill you with wonder.
- Field Museum of Natural History – One of the largest natural history museums in the world, the Field Museum (1400 S Lake Shore Drive) houses more than 24 million objects, including ancient fossils, precious gemstones and rare animal and plant specimens. Among its most famous inhabitants are Sue, the world’s most complete T. rex, and Maximo the Titanosaur, the largest creature ever to roam the earth.
- Soldier Field– Visit the stadium the Chicago Bears have called home since 1924. Group tours of Soldier Field (1410 Museum Campus Dr) are offered M-F, 9a-4:30p.
Discover Navy Pier’s Many Treasures
No trip to Chicago is complete without a visit to the iconic Navy Pier. Extending over Lake Michigan for 6 city blocks, the pier is a mecca for entertainment, featuring rides, pop up events, fireworks, games, shopping and more. You can test your navigational skills in the 4,000 square foot, multi-sensory funhouse maze, hop on one of the many boat tours that depart from Navy Pier, ride the famous Ferris wheel, catch an IMAX movie or unwind in the beer garden. There is truly something for everyone! Best of all, the pier offers some of the best views of the Chicago skyline and Lake Michigan.
Taste Chicago’s Unique and Delectable Fare
Named “Best Restaurant City” in America by Bon Appetit Magazine, Chicago’s culinary scene is truly legendary. While it may be famous for its mouth-watering Deep-Dish Pizza, Chicago’s food scene offers a plethora of delicious options.
Craving the good stuff? It’s a known fact that Giordano’s serves up the very best Chicago Deep Dish Pizza in the city. With several locations on the Chicago Loop, you won’t have to venture too far get that scrumptious slice you’ve been craving.
- Downtown:130 E Randolph Street
- South Loop:1340 Michigan Ave
- West Loop: 223 W Jackson Blvd
- Navy Pier:700 E Grand Ave
Want to dine like a baller? Head to Michael Jordan’s Steak House (505 N Michigan Ave) which was founded by legendary basketball player, Michael Jordan, in 1993. The steakhouse has become a national chain and its original location on Chicago’s Magnificent Mile is well-known for offering patrons classic entrees and a refined dining experience. Favorites on the menu include MJ’s Delmonico steak and the famous 23-layer chocolate cake.
Feeling Nostalgic? Travel back in time at The Berghoff (17 W. Adams St) and experience its famously authentic German cuisine. With a legacy dating back to 1870, The Berghoff is a restaurant every true history buff should visit. For over a century, it has remained 100% family-owned and operated, a legacy that funeral directors can certainly appreciate. Largely considered to be the best German restaurant in Chicago for more than 100 years, the menu includes traditional fare such as Jager Schnitzel, Game Sausage, and roasted duck. Save room for dessert so you can try the deliciously authentic Black Forest Cake or Apple Strudel.
Hungry for hazelnuts? Spread it on thick at the world’s first Nutella Café (189 Michigan Ave) where you can enjoy baked goods, desserts, salads and sandwiches drizzled with Nutella hazelnut spread.
Boar-d of the same old thing? You’ll be in pork paradise at the Purple Pig (444 Michigan Ave) which delights diners with its uniquely inspired dishes, bold flavors and famous small plates that earned the restaurant its Michelin Star. With a range of specialties on its evolving menu, such as the milk-braised Berkshire shoulder and Ricotta Gnocchi with Pork Neckbone Gravy, your taste buds will thank you for visiting this popular Chicago hotspot. (Please note, there is often a waiting list to be seated. Trust us, the wait is worth it! Be sure to arrive early so you can get your name on the list).
Can’t decide what you’re in the mood for? You and your group will have plenty of options to choose from at the Sterling Food Hall (125 S Clark St) which offers diners 12 food vendors to choose from. Enjoy a Hawaiian Style poke bowl at Aloha Poke Co, savor a delicious empanada at Lito’s or feast on a delicious hummus bowl at Lashuk Street Food. With so many options, you definitely won’t leave this food marketplace hungry.
Unwind on the River Walk
Chicago is the 6thmost walkable city in the United States thanks to the careful organization of city planners who wanted to make Chicago friendly to pedestrians. One of the city’s star attractions is the picturesque River Walk that offers a stunning blend of natural and urban beauty. From cocktail bars to ice cream shops, both families and the nightlife crowd will enjoy everything it has to offer. You can enjoy a meal, hop on a boat tour, cast a fishing line, see the floating wetland gardens, enjoy head turning works of public art or just take a nice leisurely stroll.
Enjoy a Night Out on the Town
There are an abundance of fun and lively bars, restaurants and night clubs in downtown Chicago, ensuring that convention attendees will not have to venture far to find the perfect nightlife destination to enjoy the evening. Chicago is known for its impressive number of rooftop bars. A good portion of them are located along the Chicago Loop. Enjoy the sweeping views of the skyline and river from the sophisticated LH Rooftop (85 East Wacker Dr) which offers both indoor seating and an outdoor terrace. For those that prefer a more bumping night club scene, check out Roof on theWit (201 N. State St.) on the 27th floor of theWit Hotel. If you’re hoping to capture that perfect Instagram shot, you’ll want to visit Cindy’s (12 S Michigan Ave) which offers some of the best rooftop views of Millennium Park.
Nothing heightens a night out like a little friendly competition and Chicago offers an abundance of options. Head to The Game Room (12 S Michigan Ave) for an awesome selection of fun bar games likes pool, bocce, foosball and cards. Or, grab a paddle and try your luck at a game of Ping Pong over at Acebounce Ping Pong Bar (230 N. Clark Street).
Enjoy a little history with your libations? Look no further than Monk’s Pub (205 W. Lake Street), an Old-World style bar that has been serving Chicagoans for more than 50 years. The building’s façade resembles a 19th century European inn while the interior pays homage to history with vintage books, stained glass chandeliers, wooden barrels and other antique décor that will make you feel transported to an earlier time period.
Visit the Iconic Wrigley Field
History and baseball fans alike will appreciate a visit to the iconic Wrigley Field (1060 W Addison St.) Built in 1914, Wrigley Field is the second-oldest MLB ballpark in the United States. Visitors cannot help but fall prey to nostalgia while taking in the field’s beloved ivy wall, manual scoreboard and stadium bleachers. Perhaps the biggest nod to the baseball’s golden age is the location of Wrigley Field. About a 15-minute drive from downtown Chicago, the stadium is situated in the middle of a residential neighborhood on Chicago’s north side. (Please note, there are no car parks around Wrigley Field so be sure to research parking in advance or take an Uber).
ASD would like to wish everyone safe and happy travels as you journey to the Midwest for the 2025 NFDA Convention. Be sure to leave a comment for us if there are any events, CE classes or attractions in Chicago you would recommend that we may have missed. We would love to add more to this guide!
Related Reading
Download Your Free 2025 NFDA Expo Pass – Courtesy of ASD!
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ASD’s NFDA Innovation Awards
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