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2017 Winter Seminar
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Event Brochure (PDF)

Registration Form (PDF)

Sponsorship Form (PDF)






Astral Industries

Cherokee Casket Company

Dixline Corporation

Geneva Manufacturing Corp.

Matthews Aurora Funeral 


Keith M. Merrick Co.

New England Casket Co.

Nomis Publications

NorthStar Industries LLC

Paragon Casket

PPG Industries

Sauder Funeral Products

Schuylkill Haven Casket Co.

Southern Craft Manufacturing

Thacker Casket Manufacturing

Tiedemann-Bevs Industries

VerPlank Enterprises

W & M Manufacturing



Hotel del Coronado

1500 Orange Ave.

Coronado, CA 92118

(619) 435-6611



The Del is a San Diego conference hotel like no other. The sprawling Victorian landmark is a National Historic Landmark with a rich and colorful heritage that sets it apart, but the The Del’s contemporary and luxurious amenities are what draw business groups and guests back year after year.

Oceanfront Accommodations. Positioned at the edge of the Pacific Ocean, this majestic setting offers memorable views of the sea and evening sunsets. Set on one of America’s best beaches, this seaside resort offers 679 newly renovated guestrooms, a 24-hour fitness center, two swimming pools, two hot tubs, 17 shops and boutiques, and onsite boating, watersports, and bicycle rental.

World-Class Spa. Named one of the Top 20 Hotel Spas in the World by Travel + Leisure, Spa at The Del offers a wealth of relaxing treatments for both men and women. Enjoy the hydrotherapy tubs, leisure lounges, steam rooms, and vanishing edge pool with a private terrace and fire pit overlooking the sea.

Celebrated Cuisine. With its award-winning food and soul-stirring ocean views, The Del offers many distinct dining experiences, including the elegant 1500 OCEAN, the more casual Sheerwater, the relaxed ENO Pizzeria & Wine Bar, and the lively Babcock & Story Bar.






2017 Registration Rates


Early Bird (through February 15)

CFSA Member - $895

CFSA Member Under 18 - FREE

Non-Member - $1,045

Non-Member Under 18 - $450


After February 15

CFSA Member - $945

CFSA Member Under 18 - FREE

Non-Member - $1,095

Non-Member Under 18 - $500


Off-site tours and activities are optional and incur an additional fee.



Your registration includes:

  • Thursday evening outdoor Welcome Reception with open bar followed by buffet Welcome Dinner
  • NEW! Friday evening dinner on the beach
  • Buffet breakfasts on Friday and Saturday morning
  • CFSA business session and recognitions
  • Educational programs
  • Saturday evening reception with open bar, followed by the President’s Dinner & Dance



Hotel room reservations for the 2017 Winter Seminar can be made directly 

with the hotel using the information below.  Reference CFSA when making your reservations.


Online: (Group Code: CFS0317)

Phone: 1-800-468-3533

Fax: 619-522-8238  


CFSA Group Rate: $280 per night + $10 per night resort fee (plus tax) per room, per night (resort fee reduced from $28/night for CFSA guests!)


Our room block and negotiated room rate expire on February 15, 2017. Reservations MUST be made by this date to ensure availability during this peak season.


Room Description: Guestrooms are located throughout the resort in the Victorian building, Ocean Towers, and California Cabanas.  They are available with one king bed or two queen beds and have various views.  Enjoy a patio or balcony in all Ocean Towers and California Cabanas rooms.  Rooms in the unique and historic Victorian building will vary in size and layout. Your room is assigned at check-in, so please notify the hotel if you have a building preference and they will attempt to accommodate your request.


CFSA room reservations include the following:

  • 10% discount on services at Spa and Salon at The Del
  • Free high-speed Internet access in guest rooms
  • Full use of the 24-hour Fitness Center
  • Standard resort room amenities, including Keurig coffee maker, 46 HD television channels, mini refrigerator, robe, safe, iron/ironing board, bath products, hair dryer, and bottled water.



Nestled on 28 stunning oceanfront acres, The Del is conveniently located just across the bay from downtown San Diego, and is only a 15-minute drive from the San Diego International Airport. The following options are available for airport transfer:

  • Hotel del Coronado has teamed up with Uber to provide safe and easy transportation. To get your first Uber ride free (up to $20), sign up at, or download the app, and enter the promo code hoteldel.
  • To arrange for private car service, contact The Del’s preferred provider, LaCosta Limousine, at 1-888-299-5466.
  • Taxis are readily available from both the airport and the hotel, and can be called from the hotel’s valet entrance.
For guests interested in car rental, Hertz is conveniently located onsite near the concierge desk in the Victorian building and is open daily from 8am-5pm. For reservations and information, call 619.522.8539 or 629.435.2482. Daily parking fees are $39 for self-parking or $49 for valet services.




Early spring is one of the best times in America's Finest City. The weather is mild, and the kids are still in school!

Here’s what to expect in San Diego in March:

  • Average High Temperature: 66° F
  • Average Low Temperature: 53° F
  • Average Precipitation: 1.8 inches/7 days of rain
  • Average Gulf Water Temperature: 58° F
Note that if it’s chilly during our outdoor Winter Seminar events, we will have the option to use outdoor heaters to ensure the comfort of our attendees.




Thursday, March 9, 2017 

3:00 p.m.

6:00 p.m.

6:30 p.m.

   CFSA Registration Desk Opens 

   CFSA Registration Desk Closes 

   Welcome Reception & Dinner

 Friday, March 10, 2017

7:00 a.m.

7:30 a.m.
         9:00 a.m.
  9:30 a.m.

11:00 a.m.

11:00 a.m.


12:30 p.m.
  6:00 p.m. 

   CFSA Registration Desk Opens 

   Buffet Breakfast
   Business Session
   Speaker Donna Evans 

   CFSA Registration Desk Closes

   Depart for Stephen K. Newcomer Memorial Golf

   Depart for USS Midway Museum
   Sunset Dinner on the Beach

 Saturday, March 11, 2017

7:00 a.m.

7:30 a.m.
9:00 a.m.
9:30 a.m.

11:30 a.m.

12:00 p.m.
6:00 p.m.
7:00 p.m.

   CFSA Registration Desk Opens 

   Buffet Breakfast
   Business Session & Golf Tournament Recognitions
   Speaker Eric McElvenny

   CFSA Registration Desk Closes
   Depart for San Diego Zoo
   President’s Reception
   President’s Dinner & Dance


Guideline for Dress: Dress code for the Winter Seminar is “resort casual,” though some guests may choose more formal dress for the President’s Reception and Dinner/Dance on Saturday evening.




Friday, March 10, 2017 • 9:30 a.m.


Speaker Donna Evans: CEO of Team Building for Success

“Navigate Challenges and Change by Harnessing the Power of Your Employees”

With over 25 years experience in finance, HR management and organizational development, Donna Evans brings a high level of expertise, awareness and skill to her consulting and coaching work. Donna received her Bachelor’s degree from Penn State University, and her MS from Purdue. She has been involved with teams ranging in size from 5 to 2,500, and she has led successful organizational change efforts involving thousands of employees to accelerating team performance for teams as small as ten.

Donna also has significant business management experience and understands the challenges of leading and managing employees and teams. She has provided trusted coaching to employees, managers and executives at all levels from line operators to senior vice presidents of billion dollar organizations. Having worked at Hewlett-Packard for much of her career, she incorporates core values from the “HP Way,” including:

  • trust and respect for the individual,
  • a high level of achievement,
  • integrity,
  • teamwork, and
  • flexibility and innovation.


Join Donna for a highly interactive presentation and series of breakout exercises that will cover:

  • Employee engagement and why it matters
  • The drivers of employee engagement
  • Your role as leader and understanding power versus control
  • The stages of change management
  • Five steps to engage your employees and harness your team to successfully navigate a changing world


Participants will walk away with ideas and tools they can use on “Day One” when they are back in the office, resulting in an immediate benefit for their businesses, their employees, and even themselves.




Saturday, March 11, 2017 • 9:30 a.m.


Speaker Eric McElvenny: Endurance Athlete

“Embracing Challenge”

Eric is an endurance athlete living in San Diego, California. He earned a mechanical engineering degree from the United States Naval Academy while preparing for his service as a Marine Corps Infantry Officer. Eric deployed three times as a Marine and on his final tour, an incredible experience in Helmand Province, Afghanistan, was wounded after stepping on an IED. Eric suffered the amputation of his right leg below the knee, a life-changing opportunity that began his next journey. Faced with a physical challenge and an uncertain future, Eric made a promise to himself to run an Ironman Triathlon. On his journey from the hospital bed in southern California to the finish line in Kona Hawaii, he realized that the challenge and adversity he was up against—and the techniques he used to reach the finish line—could be used against the challenges we all entertain. When not training, racing and delivering inspiration, Eric can be found with his wife, Rachel, and three children.

Join Eric as he explores the characteristics, traits and actions he found most useful in his journey from the hospital bed to the Ironman World Championships finish line.  During this presentation, Eric gives his audience tools and techniques to overcoming life's obstacles through powerful, funny and emotional stories. Following his presentation, Eric will facilitate an interactive, small-group breakout session, designed to leverage leadership techniques and problem-solving skills.





Stephen K. Newcomer Memorial Golf Tournament


Optional Off-Site Activity - Friday, March 10, 2017

Departure: 11:00 a.m. (lunch available at the clubhouse)

Price: $160 per person (includes golf cart and transportation to course), $60 per person club rental (includes two sleeves of balls)

Join us for the 9th Annual Stephen K. Newcomer Memorial Golf Tournament at Steele Canyon Golf Club!

As one of Southern California’s finest golf clubs, this 27-hole championship golf course was personally designed by Gary Player, one of history’s greatest golfers, with a respect and appreciation for the natural beauty of the terrain. As a recipient of Golf Digest’s prestigious “4-1/2 Star Award” and more recently a City Beat News Spectrum Award winner, Steele Canyon Golf Club has been nationally recognized as one of Southern California’s best publicly accessible golf courses.

Golfers will have the opportunity to eat lunch at the clubhouse or practice at the driving range before teeing off at 12:06 p.m. Prizes will be awarded to the first- and second-place teams, the team with the latest-surviving Pink Lady ball, as well as to the “Longest Drive” and “Closest to the Pin” winners (male and female).





USS Midway Museum Tour

Optional Off-Site Activity - Friday, March 10, 2017 

Departure: 12:30 p.m. (lunch on your own)

Price: $50 per person (includes transportation to museum)

Explore what it’s like to be part of a “city at sea” aboard the longest-serving Navy aircraft carrier of the 20th century. The U.S.S. Midway has been the home of more than 200,000 Americans over the course of 47 years. She is making her final tour of duty in San Diego to pay tribute to the contributions of the armed services and as a beacon of education and entertainment.

The museum’s self-guided audio tour takes you through 60 exhibits and 29 aircraft. Exhibits range from the crew's sleeping quarters to a massive galley, engine room, the ship's jail, post office, machine shops, and pilots' ready rooms. Also included in admission is entry to Voices of Midway, a riveting 14-minute multimedia movie about the Battle of Midway, and The Island, a 20-30 minute guided tour of the Flight Deck, including Flight Control, the Chart Room, and the Captain’s Bridge.

Our group will also have access to the (optional) flight simulation ride Air Combat 360. Enter this state-of-the-art simulator for a pulse-pounding aerial combat ride where you control all the action. Air Combat 360 pilots can roll, somersault, spin and loop as they fly missions. Note: Younger guests must be at least 42” tall to ride with an adult, or 48” tall to ride alone.



"Behind the Scenes" at the San Diego Zoo

Optional Off-Site Activity - Saturday, March 11, 2017

Departure: 12:00 p.m. (lunch available at the Zoo)

Price: $115 per person (includes transportation to Zoo)

The world famous San Diego Zoo has been the gem of San Diego for more than 90 years. Starting as a small collection of animals, the Zoo has grown into a sanctuary for more than 4,000 birds, mammals, and reptiles housed in enclosures that closely simulate their natural environments. The 100-acre Zoo is also a lush botanical garden that houses more than 6,500 plant species!

Guests are met at the entrance and escorted to their own private bus for a special VIP tour. This “Inside Look” tour is a 1-1/2 hour entertaining and educational adventure that offers special behind-the-scenes views and interesting information about how the Zoo cares for its animals. It is filled with experiences and stories you couldn’t get anywhere else. As part of the tour, you’ll see about 60% of the Zoo and visit private, off-exhibit areas. At the conclusion of the tour, you will have free time to explore the remainder of the zoo at your leisure.



Maximize the value of your CFSA membership! CFSA offers a variety of sponsorship opportunities associated with the Winter Seminar. Sponsors receive significant recognition benefits in pre- and post-event marketing materials, as well as during the event. All sponsorships are assigned on a first-come, first-served basis.  To view the full list of detailed sponsorship opportunities, or to submit your sponsorship online, go here.  For more information, contact CFSA at 847.295.6630.






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