HNA 2020 conference sessions to focus on improving efficiency, growing company culture and increasing profits

Hardscape North America (HNA) announced its eight conference session speakers and topics to be held during the 2020 Hardscape North America. This year’s sessions cover industry hot topics including improving efficiency, impactful marketing, building your company culture and growing your sales with landscape lighting.

Each conference session lasts an hour and 15 minutes and is approved for ICPI Certified Concrete Paver Installer and NCMA SRW Installer continuing education (CE) hours.

The all-inclusive VIP PASS is available again this year to all attendees. In addition to the eight conference sessions and six Hardscape Now sessions that were offered in last year’s pass, contractors will now also receive access to the two Hardscape Workshops and four dealer sessions, for up to a 50-percent discount. Compared to purchasing individual sessions, the cost for the VIP Pass is $229 or $189 for ICPI/BIA/NCMA members. A la carte tickets for the Conference Sessions, Hardscape Now Sessions and Hardscape Workshops are $65 per session.

“This year it will be more important than ever to come together to reconnect and talk about how to do business going forward,” said Charles McGrath, executive director of the Interlocking Concrete Pavement Institute (ICPI). “We’re pleased to have an excellent lineup of presenters and timely topics that will help hardscape contractors continue to build their businesses.”

Wednesday, October 21

12:00 – 1:15 PM

Turning Finished Products into Impactful Marketing^


Corey and Anna Halstead

In the increasingly competitive hardscape business, finding ways to set yourself apart from the competition is critical to success. You can do this leveraging the projects you build every day. Developing your unique projects into case studies creates the foundation for great marketing. Learn the secrets of capturing your best in a way that sells more.

1:45 – 3:00 PM

3 Key Systems to Improve Your Business Efficiency^

George Urvari

Walk out of this session with a roadmap to better systems and processes that can significantly improve your results. You’ll learn actionable, step-by-step processes that elevate your HR, estimating, and financial systems to make your business more efficient and more profitable.

3:30 – 4:45 PM

Compete on Awesome, Not on Price^

Susan Frew

In this session, you’ll get step-by-step instructions on how to capture reviews, delight your customers, and go above and beyond to create the “Pufferfish Effect”. You’ll also learn fresh, out-of-the-box marketing ideas that won’t break the bank, helping you to create your “awesome”.

Thursday, October 22

8:00 – 9:15 AM

Designing and Building Your Company Culture for Growth and Success^

Sam Gembel

Culture doesn’t just eat strategy for lunch, it eats everything for lunch! In this contractor-to-contractor session, learn how to structure your company for growth and develop a roadmap for your company’s success.

8:00 – 9:15 AM

Secrets Every Contractor Ought to Know about the Hardscape Business#

Frank Gandora

Learn insider secrets of running a successful hardscape company. By combining strategies and practices that top contractors use, Franks goal is to share with you those practices successful companies use to out-market, out-sell, out-perform, out-earn, and out-enjoy everybody you compete against.

9:30 – 10:45 AM

Estimating Hardscape Projects with Confidence#

Jerry Gaeta

Do you know your cost of doing business or performing the work that you sell or are you just guessing? The price that other trades and services charge for their work continually goes up, but have your rates and prices done the same? You can no longer hope you will become more profitable by guesswork and luck. This seminar will demonstrate the importance of an estimating strategy and show how to develop and implement the strategy to become profitable and stable and to ensure your company’s survival.

9:45 – 11:00 AM

5 Keys to Increasing Your Sales Influence^

Gary Ross

Engage in an interactive discussion around the practical skills every sales professional needs to master. You’ll leave this session with five key strategies you can implement now to increase your success in every sales conversation.

11:30 – 12:45 PM

Profitability 101 for Hardscape Contractors^

Jerry Gaeta

Are you getting the financial reward for the risk of your hardscape business? Are you making minimal or no net profit, working all year for nothing? Net profit is key for your company’s survival and growth. In this session, you’ll learn how to understand your financial information and how it applies to your business, develop a good estimating and bidding strategy, and define your marketplace for success.

1:15 – 2:30 PM

Increase Hardscape Sales with Landscape Lighting^

Jim Frederick

Today’s outdoor living areas can be even more dramatic with the proper placement of outdoor lighting. Learn the basics of designing and installing landscape lighting as well as techniques for upselling to the client.

Friday, October 23

9:00 – 10:15 AM

Starting and Operating a Hardscape Maintenance Business^

Andrew Vear

Find out whether a hardscape maintenance business is for you. You’ll learn how to start, grow, and market a hardscape maintenance business as well as the tools and equipment you’ll need for successful operations.

Early-bird registration for the trade show is available for $20* (fees increase after Thursday, Sept. 10). HNA includes access to both HNA and GIE+EXPO trade shows including their indoor exhibits, access to the Hardscape House and 20-acre Outdoor Demonstration Area. It also includes the Wednesday keynote, the opportunity to watch the HNA Installer Championship competition in the Hardscape House and attend the HNA Hardscape Project Awards Presentation, three nights of free concerts and free parking at the exposition center.

Other education opportunities at the trade show include six Hardscape Now sessions, live demonstrations by Frank Bourque and his team that will offer a new hands-on component for attendees between sessions; Pre-show Installer Courses and HNA Dealer Education.

For more information or to register, go to

*Registration for non-exhibiting manufacturers, suppliers, ad agencies and media sales: Through Sept. 10: $350

^Contractor conference session

#Hardscape Workshop