Heartland preview: New tracks, plus return of keynote & pre-conference

WATERLOO, Iowa – It’s not just another year for the 2025 VGM Heartland Conference – it’s a handoff, a love letter to the small-town Midwest and a map for the industry’s future. 

Growing up in the Heartland 

Jill Blaser, senior director of operations for VGM Education, will wrap up her tenure as chair of the Heartland Planning Committee this year. Blaser has shaped the event for the past six years, but her involvement stretches back to the days of stocking pens and scanning surveys. 

"I've grown up with Heartland,” she said. “There's so much planning – it happens year-round – and being able to juggle so many things and keep organized, I've grown so much from that. I can't even tell you how much I've learned.” 

Shanon Eckhardt, vice president of corporate projects, will take the helm in 2026—just in time for Heartland’s 25th anniversary. 

That Heartland touch 

This year’s lineup includes a new track on technology and security, alongside staples like billing, compliance and leadership. In total, the conference will offer more than 60 sessions, plus five extended pre-conference sessions, which are returning for the first time in years. 

Also returning: a keynote speaker. Taking the stage this year is Aaron Baker, a former motocross champion turned quadriplegic adventurer whose wheelchair was made by an attending vendor. 

“I don’t think I’ve ever been this excited about a keynote,” said Blaser. “He uses all this equipment—it’s part of his life—but it’s given him his life back. He's gone across the Mojave Desert.” 

Social events will stretch into downtown Cedar Falls for the first time, with the city’s walkable Main Street full of local restaurants, bars and shops. Farm night returns with new programming, including a pickleball tournament, and fireworks will be replaced by a custom drone show. 

Heartland’s evolution 

As Eckhardt prepares to lead the conference into its next chapter, she says the focus isn’t on starting over—but on continuing to evolve. 

“It’s really about trying new things and making sure we have those unique experiences for our individuals,” said Eckhardt, “and continuing to look for opportunities that showcase where we live, because we're all really proud of it.” 

Register for the Heartland Conference here.