EW’s upcoming Focus Conference offers chance to reconnect

CLEARWATER BEACH, Fla. – Organizers of this year’s Focus Conference say attendee and exhibitor registrations are trending in the right direction, a sign of excitement for a return to in-person events. 

The conference, which takes place Feb. 5-7 at the Sheraton Sand Key Resort in Clearwater Beach, Fla., offers attendees a chance to “reconnect, reset and refresh,” says Nikki Jensen. 

“I think something we have all learned from virtual meetings is that virtual isn’t the same as in person,” said Jensen, vice president of Essentially Women, a division of VGM, which organizes the event. “There’s no substitute.” 

The conference features two new workshops to help attendees – many of whom are small business owners – make the most of their time. 

The first is a retail roundtable led by Rob Baumhover, director of retail programs for VGM & Associates. While insurance remains a key component of providing post-mastectomy items and breast pumps, there are numerous add-on products that offer new retail opportunities, Jensen says. 

“We really want to do a deep dive into training, engaging and educating on the whole store experience, what they have and how inviting it is for patients coming in,” she said. “Our goal is to reset all of that and come out stronger than before.” 

The second is a vendor connections event that offers both attendees and exhibitors a chance to connect off the show floor, says Jensen. 

“So many of our members are looking for new opportunities so this gives them a chance to sit down and learn about each vendor in this speed dating format,” she said. “The vendors also get to learn about attendees’ businesses and their goals and objectives going into 2022.” 

As always, the event isn’t all work. American Breast Care will sponsor a welcome reception on Feb. 5, and Essentially Women will host a party on Feb. 6 with an 80s theme, says Jensen. 

“Everybody loves the 80s and EW women just want to have fun,” she said. “Let’s let those vibes of the past two years go. It’s an opportunity to relax, have fun and connect with friends they haven’t seen for a while.”