Dealer Week Schedule
Full Agenda


10:00 a.m.      

Field Trip Begins (Separate Registration Required)

5:00 p.m.        

Field Trip Ends


6:00 p.m.

Opening Celebration



8:00 a.m.        

Registration Opens


8:45 a.m.

MRAA Annual Meeting (Ballroom A-C)


9:00 a.m.        

Keynote and Opening Ceremony

  • Three 10x10 Series Presentations

    • Results Through Learning, Bill Yeargin

    • Crack the Affordability Code, Phil Smoker

    • Boat Prices and the Internet, Dr. Thom Dammrich

  • Keynote: Learning to Thrive in the Age of Speed with Vince Poscente


11:00 a.m.      

Expo Hall Opens


1:00 p.m.        

Classroom Education (90 minutes)

  • The Dealership: Create a Culture That Delivers, Tony Gonzalez

  • The Customer: Stop Letting Data Get Between You and the Customer, Sam Dantzler

  • The Employee: Go For No, Richard Fenton & Andrea Waltz


3:45 p.m.        

  • Three 10x10 Series Presentations

    • The Dealership: Create More Boaters, Cecil Cohn

    • The Customer: Teaching & Selling, Sean Horsfall 

    • The Employee: Recruit for Tomorrow, Wendy Mackie

  • Classroom Education

    • The Dealership: Succession Planning, Carrie Stacey

    • The Customer: Segmenting Customer Data, Kevin Zoodsma

    • The Employee: Combating a Local Tech Shortage, Eric Smith


4:30 p.m.        

Networking Reception in Expo Hall


6:30 p.m.        

Expo Hall Closes



6:30 a.m. 

Optional Fun Run on the Tampa Riverwalk


7:30 a.m. 

Registration Opens


8:00 a.m. 

Expo Hall Opens


8:30 a.m. Classroom Education (90 minutes)

  • The Dealership: F&I: Does That Stand for Fairies and Imps? ... No, The Money Is Real, DJ Stringer

  • The Customer: Reducing Repair Cycle Time, Valerie Ziebron & Carrie Stacey

  • The Employee: Intrapreneurship: Developing Early Adopters & Harnessing Innovation in Your Company, Samantha Cunningham Zawilinski


11:30 p.m. 

Expo Hall Closes


11:30 p.m. 

MRAA Awards Ceremony in Ballroom – One 10 x 10


1:00 p.m. 

Expo Hall Opens


1:45 p.m. 

Classroom Education (90 minutes)

  • The Dealership: Ease the Pain of Seasonality Through Better Processes, David Foco

  • The Customer: Texting Customers: Do’s, Don’ts, and How to Make It A Win-Win, Bob McCann & Graham Anderson

  • The Employee: Developing Your Personal Brand, Allison Chaney


4:15 p.m. 

Classroom Education (90 minutes)

  • The Dealership: How to Hold Your Digital Accountable, Rich DeLancey

  • The Customer: Let’s Play Detective and Solve a Mystery: The Customer, DJ Stringer

  • The Employee: The Managing Me Workshop, Art Hill

6:30 p.m. 

Expo Hall Closes

8:00 p.m. 

Dealer Week Industry Celebration



8:00 a.m. 

Registration Opens

8:30 a.m. 

Expo Hall Opens

9:00 a.m. 

Educational Workshops (120 minutes)

  • The Dealership: The Agile Dealership: Confidently Responding to Change & the Unknown, David Spader

  • The Customer: Supercharge Your Customer Experience, Theresa Syer

  • The Employee: Telling Ain’t Training, Jim Million

12:00 p.m. 

Expo Hall Closes

12:00 p.m. 

  • Closing Ceremony & Final 10x10 Series 

  • Special Guest Performance

1:30 p.m. Dealer Week Concludes – Go implement what you learned!

The Dealer Week Field Trip

As a new element of this year's conference, we have added a field trip! This trip will take place on Sunday, Dec. 8. You'll be joined by Valerie Ziebron, past conference veteran on a journey to a few local Tampa businesses that are proving to be providing the Tampa Bay area with an excellent customer experience. Our hope is that you walk away inspired and full of ideas and insights into how you can make customers experience your dealership in a whole new way. 

Stay tuned for more information as the event gets closer as to which businesses we'll be visiting.


You can register now by adding this field trip on during registration for the event. If you're already registered, please refer to your confirmation email for your username and password to log into our online registration system and edit your registration. Questions? Call us, 763-315-8043. We'd be happy to assist you in editing your registration or answering any questions you may have regarding this field trip. *A separate registration fee is required.

Expo Hall Hours


11:00 am to 6:30 pm

*Includes networking reception from 4:30 pm to 6:30 pm



8:00 am to 11:30 am

1:00 pm to 6:30 pm

*The Expo Hall will be closed between 11:30 am to 1:00 pm to allow all partners to attend the MRAA Awards Celebration



8:30 am to 12:00 pm

*The Expo Hall closes at 12:00 pm, but all partners are invited to attend the Dealer Week Closing Ceremony