SCHEDULE-AT-A-GLANCE
7:00–8:00 A.M.
8:00–9:00 A.M.
9:00–10:00 A.M.
10:00–11:00 A.M.
11:00–NOON NOON–1:00 P.M.
1:00–2:00 P.M.
2:00–3:00 P.M.
3:00–4:00 P.M.
4:00–5:00 P.M.
5:00–6:00 P.M.
6:00–7:00 P.M.
7:00–8:00 P.M.
8:00–9:00 P.M.
9:00–10:00 P.M. Networking
Connections Breakfast
BOOGIE DOWN IN GRAND RAPIDS!
SIMA is excited to return to Grand Rapids, MI for the 28th Snow & Ice Symposium, June 17-20. Four days of wall-to-wall learning, networking and the best snow-specific trade show await. For the most updated Symposium information, visit show.sima.org.
PRE-CONFERENCE EVENTS | TUESDAY, JUNE 17
$115/person or free with a SIMA+ pass. Choice of one event.
Facility Tour
DJ’s Landscape Management
Morning session (8:30 a.m.–1 p.m.)
-OR-
Afternoon session (10:30 a.m.–3 p.m.)
Our popular facility tour is back in 2025! The team at DJ’s Landscape Management will welcome attendees to their new Holland, MI facility.
Lunch and transportation are included; space is limited. Direct competitors are ineligible to attend.
Sales Development Workshop
Kirk Armstrong, Armstrong Sales Coaching (10:30 a.m.–3:30 p.m.)
In this highly interactive session, participants will learn elite strategies, approaches and techniques to help their organizations not only sell more in less time at higher profits, but also how to manage their people to higher motivation. You will walk away with techniques to negotiate stronger; learn how to use email and texting to your advantage; create a strong and compelling message about your company that will lead to winning more business; and using KPIs to measure and run effective sales meetings.
Lunch and workshop materials are included.
SIMA+ Pass
Enjoy extra benefits when you purchase a SIMA+ pass. The SIMA+ pass is a full show pass (access to education, networking receptions and the trade show), plus exclusive extras throughout the week.
SIMA+ Extras
Tuesday, June 17
Choice of facility tour or sales development workshop
Wednesday, June 18
Early access to the Welcome Reception and Trade Show After Dark
Thursday, June 19
Early access to the Thursday Night Party at New Holland Brewing Company
Week
DJ’s ManagementLandscape
Kirk Armstrong
SCHEDULE OF EVENTS
TUESDAY, JUNE 17
Noon–6 p.m. | Registration
8:30 a.m.–1 p.m. | Morning Facility Tour
DJ’s Landscape Management
10:30 a.m.–3 p.m. | Afternoon Facility Tour
DJ’s Landscape Management
10:30 a.m.–3:30 p.m.
Sales Development Workshop
Kirk Armstrong Sales Coaching
See page 3 for pre-conference event details.
6–7:30 p.m. | First-timer + Volunteer Reception Invite only
Attending the Symposium for the first time can be intimidating—but not at SIMA. First-time attendees are invited to meet and mingle with dedicated volunteers, SIMA staff, and members of the Board of Directors.
Can’t wait to see you there!
Sponsor: Caterpillar
8:30–10 p.m. | SIMA After Hours
Big Mini Putt Club
See page 10 for details.
Sponsor: Metal Pless
9–10:15 a.m.
Opening Keynote
Unlocking Passion, Performance and Transformation
From disengaged and stagnant, to purpose-driven and fullyactivated, Seb will unlock peak performance, deep connection and purpose-driven collaboration in individuals and teams. Sharing his inspiring personal story as well as his framework to help unlock limitless possibility, Seb’s profound and interactive keynote will create an environment for success and transformation by arming people with not only the agility to adapt to change, but the bravery to create through reimagining what’s possible.
Sponsor: Caterpillar
Seb Terry
WEDNESDAY, JUNE 18
7 a.m.–8 p.m. | Registration
7:30–9 a.m.
Breakfast and SIMA Awards
10:30–11:30 a.m. | Education Sessions
| All
Building a High-performing Team
Kellan Stevenson, Paradigm Services
This session aims to provide professionals in the snow removal industry with the tools, strategies, and techniques needed to build and lead high-performance teams in fastpaced, challenging environments. Focused on improving coordination, communication, and operational efficiency, it’s perfect for managers, team leaders, and frontline workers seeking to enhance team dynamics, safety protocols, and ensure timely snow removal services.
| Novice
5 Marketing Mistakes Entrepreneurs are Making Vanessa McQuade, Intrigue Media
Take a deep dive into common marketing pitfalls specific to the snow removal and property maintenance industry that hinder business growth and efficiency. Through industryrelevant examples, case studies and data, you’ll receive actionable advice on making immediate minor adjustments and planning significant long-term strategies to improve return on investment and expand operations.
SIMA AFTER HOURS
| All Effective Meetings: The Answer to Time-sucking Inefficiencies
Joe Kiedinger, Dignify
Effective meetings are key to keep good communication flowing. Meetings without clear expectations, agendas and takeaways are not helpful and burn through company resources through time-sucking inefficiencies. However, with the right cadence, the right agendas and the proper expectations, effective meetings drive progress forward. Joe will provide the simple but key tips to make your meetings more productive.
| All
Innovations and Efficiencies in 60 Minutes
Kent Peddie, CSP, Precision Snow Removal
The snow and ice management industry was built on ingenuity, innovation and the ability to solve problems quickly. Kent will share examples (sent in by you!) of how you solved a problem in areas like client management, tools, equipment, marketing, HR, legal, operations and more.
| Novice
Delicate Balance: Keep Sales, Ops and Contracts in Sync
Courtney Gordon, CSP; Tom Marsan, CSP; and Faith Anderson, Beverly Companies
Session Key
Each session has color-coded dots representing various roles in snow and ice to help you select the sessions that will most appeal to you.
Based on the content, there are also experience level recommendations.
= Business
= Sales and Marketing
= Operations
= HR
Novice, Intermediate, Advanced, All
Struggling with synergy? Achieving seamless alignment between sales, operations, and administration is essential for business success, and it’s also one of the hardest to accomplish. Join Beverly Companies’ operations manager, sales manager, and sales support specialist to explore strategies to improve communication, streamline processes, and foster collaboration between departments—ensuring efficiency, accuracy, and a unified customer experience.
11:45 a.m.–1 p.m. | Snack & Chat
Grab a seat and discuss industry topics over lunch.
Sponsor: WeatherWorks
1:15-2:30 p.m. | Education Sessions
| All Dissecting Contracts for Clauses and Omissions That Can Cost You
Thomas TerMaat, Foster Swift Collins & Smith PC
An attorney that represents snow professionals will showcase examples of contract language and omissions that can set you up for additional liability, compromise your service delivery, cost you time and money, and more.
| All How to Be a Boss
Joe Kiedinger, Dignify
Today’s new leaders are often promoted based on their proven competency in their roles. As they transition into supervisory positions, these leaders need to develop the skills to teach and lead others effectively. Joe will share essential insights into the current needs of employees and provide fundamental tools and knowledge to enhance your leadership abilities.
| All Breaking the Myths of Residential Snow Panelists TBA
You can’t make money in residential snow removal. There are too many clients and headaches to deal with. Sooooo many sidewalks! The city messes up our work. All of these and more are common reasons contractors hesitate to build residential work into their portfolios. A panel of contractors from the U.S. and Canada will dispel these myths and share how they’ve used residential work to create a profitable business model.
1:15–3:45 p.m.
| Workshops
| All
Operations Manager Strategy Workshop
JP Sanieski, CSP, ASM, East End Group; Dean Outhouse, CSP, ASM, Piscataqua Landscaping & Tree Service; Tom Marsan, CSP, Beverly Companies; and Jeremy Darling, CSP, ASM, JC Grounds Management
Operations managers unite! This interactive workshop will offer invaluable insights into emerging technologies, best practices for efficiency, and innovative solutions to common challenges. Opportunities for collaboration and knowledge sharing will be key, so come prepared to participate! Attendees will work together to anticipate market changes, improve operational strategies, and stay competitive.
Scan to submit your photos/ videos.
SCHEDULE OF EVENTS
1:15–3:45 p.m. | Workshops
| Intermediate/Advanced
The Ugly Balance Sheet Workshop
George Urvari, Knowledge Tree Consulting
Achieve a thriving and reliable business through a clear and healthy balance sheet. This workshop simplifies key financial ratios and principles, translating them into actionable insights for effective business management. Learn how to monitor your business’s financial health, make informed investment choices, and maintain financial clarity year after year.
2:45–3:45 p.m. | Education Sessions
| All
Put Yourself in the Driver’s Seat for Insurance Rate Negotiations
Ken Boegeman, , CSP, ASM, Swinter Group
Given the current climate, it’s crucial to understand why insurance companies are hesitant to insure snow and ice management providers. The decisions you make and the policies you implement directly impact your ability to secure affordable insurance rates—and in some cases, any coverage at all. Ken can equip you with valuable talking points for negotiating your insurance rates and provide simple tips for making underwriters more comfortable insuring your company.
| Intermediate
Entrepreneurship: A Roller Coaster Ride
Like No Other
Doug McIntosh, McIntosh Grounds Maintenance
Running a small business is challenging: managing finances and stress are crucial for success, but maintaining balance is difficult. How can you tell if your business is thriving? Understanding your financials is key. Let’s have an open conversation about stress, including triggers and coping mechanisms. We’ll also discuss finding joy in self-employment and the difference between contentment and complacency. Let’s explore the lessons they didn’t teach in business school.
| All Retain Seasonal Staff for Long-term Growth
Evan Tachoir, Jack of All Trades Consulting and John Mocharko, Snow & Ice Management Co.
This session explores strategies for retaining seasonal snow staff throughout the entire season and fostering year-after-year growth. Discover the risks associated with high turnover and learn the key elements for creating a workplace that encourages employee retention. Evan and John will delve into motivational factors that enhance retention and illustrate how to measure these factors to implement effective changes. They’ll also identify common obstacles to retention and provide actionable solutions to overcome them.
4–6 p.m.
WELCOME EVENT
“Let’s Boogie” Welcome Reception
Calder Plaza
Dust off those jumpsuits and platform shoes as we take over Grand Rapids for our popular Welcome Reception. Don’t miss out on this incredible opportunity to mingle and have fun. The event is free and open to all show attendees, exhibitors and sponsors.
Sponsors: Boss by Integra, TrucBrush, WeatherWorks, Winter Equipment
6–7 p.m.
Interest Group Meetups
It’s all about connections. SIMA is offering special meetup events in the Riverside Lounge.
Check your email for special invites coming in early June.
Canadians
Sponsor: WeatherWorks
Women in Snow
Sponsor: The Original Magic
6:30–8 p.m.
Snow & Ice Trade Show After Dark
For the first time, SIMA will be offering evening trade show hours. Stop by and visit our great vendors!
8:30–10 p.m.
SIMA After Hours
Woodrows DuckPin Bowling
See page 10 for details.
Sponsor: Pro-Tech
THURSDAY, JUNE 19
7 a.m.–5 p.m. | Registration
7:45–8:45 a.m. | SIMA Connections Breakfast
Engage and learn from others by region and role to help grow your network in this diverse industry.
Sponsor: Fisher, SnowEx, WESTERN
9–10 a.m. | Education Sessions
| All
Solving Every Team’s #1 Problem
Grace Gavin, Know Honesty
Every team struggles to identify the root of problems, often addressing symptoms instead of real issues. Come to this session to learn simple skills and tangible practices to improve communication—bringing clarity, confidence, and effectiveness to your team. Equip yourself to overcome every team’s #1 problem and lead your team to success.
| Intermediate
Prepare for Non-snow Events to Reduce Liability Risk
Lisa Rose, Allin-Rose Consulting
Preparing for icy conditions, especially when melt and refreeze cycles or freezing rain occur, requires careful planning to avoid accidents and to maintain safety. This session highlights real slip-and-fall incidents that could have been avoided through effective measures such as clear contract language, proactive customer communications, and thorough planning. By focusing on these key areas, slip-and-fall accidents can be minimized to reduce liability and ensure safety for all involved.
| All Beyond the Logo: Creating an Emotional Brand and Media That Matters
Joshua Brecht, East Coast Facilities
In a world where service companies blend in, the only way to stand out is by building a brand that resonates. In this session, Joshua will unveil the proven framework used by ECF Media to turn frontline workers into heroes, create media that drives trust, and elevate companies beyond price wars. Learn how storytelling, emotion, and authenticity fuel business growth, attract top talent, and command premium pricing. If you want to redefine your brand, this session is a must!
| Intermediate Empowering Operational Decisions with Emerging Technologies
Christopher Lareau, Vue Robotics
This presentation explores emerging technologies that can enhance winter weather management for facilities and snow removal companies. Discover how artificial intelligence, machine learning, advanced sensor networks, and data analytics improve operational decision-making and situational awareness during winter weather events, leading to safer and more resilient operations.
| Intermediate
Use the Customer Experience to Fail Safe Your Operations
Jenny Girard, ASM, The Integra Group
Experience the art of fail-safing your operations through an exceptional customer experience. Drawing inspiration from the snow industry’s precision and resilience, this session unveils creative strategies to prevent mishaps before they occur. Discover how a customer-first approach can streamline your operations and processes ensuring your business runs as flawlessly as a pristine winter landscape.
10:15–10:35 a.m. | How Do I …? Sessions
How Do I Reduce Chlorides with Tracking Technology? |
Craig Sandmann, Hilltip Corp.
How Do I Gather and Embrace Feedback? |
Grace Gavin, Know Honesty
How Do I Turn My Accountant into a Profit Partner? |
Benjamin Meck, Baldwin Management, LLC
10:45–11:05 a.m. | How Do I …? Sessions
How Do I Keep Employees Busy During Low-snow Seasons and Between Events? |
Mike McCarron, ImageWorks Landscaping
How Do I Build a Win-Win Relationship with Property Managers? |
Jon Crandall, CSP, JC Grounds Management
How Do I Take a Bottom-line Mentality? |
Doug McIntosh, McIntosh Grounds Maintenance
SCHEDULE OF EVENTS
11:15–11:35 a.m. | How Do I …? Sessions
How Do I Manage Subcontractors? |
Josh Nichols, CSP, ASM, Ruppert Landscape
How Do I Handle Difficult Clients and Expectations? | Stephanie Leveling, The Integra Group
How Do I Run a Debt-free Business? |
Doug McIntosh, McIntosh Grounds Maintenance
11:45 a.m.–5:15 p.m.
Snow & Ice Trade Show
See page 12 for details.
3–4 p.m. | Show Floor Session
| All Financial Benchmarking for Success
Steve Wolf, WolfWorks Consulting
The SIMA Foundation, with financial support from Caterpillar, recently updated its 2022 Snow & Ice Profitability Benchmarking Study. Sit in to hear how the data has changed and how to measure your snow business against industry metrics to better plan for your company’s future.
5:15–6:30 p.m. | CSP + ASM Reception
Invite only
We’re proud of your hard work! SIMA celebrates its Certified Snow Professionals and Advanced Snow Managers with a special reception. Meet at booth #1201 to mingle with your fellow snow pros.
Sponsor: Hilltip
7–10 p.m.
Thursday Night Party
New Holland Brewing
See page 10 for details.
Sponsor: WESTERN
FRIDAY, JUNE 20
8–11 a.m. | Registration
8:30–9:30 a.m. | Education Sessions
| Intermediate Sales that Scale
David Lammers, Garden Grove Commercial Grounds and Snow Management and Billy Butts, Outdoor Pride Snow Management
This session will unpack what it takes to establish and communicate sales goals, and how to communicate pipeline updates company wide so that everyone knows what’s happening, with the ultimate goal being what to expect and how to plan to scale up. Everything comes back to PPE: Plan, Prepare, Execute.
| Novice
Waste Reduction: You’re Bleeding and You Don’t Even Know It
Jeff Heller, CSP, The Green Executive
If not properly managed, small items will end up costing you big money and lost opportunities. Jeff will share his experience on topics like value engineering jobs to charge less without sacrificing profit; increasing sales/revenue per employee hour; and how faster job velocity creates more sales opportunities.
9 a.m.–Noon Snow & Ice Trade Show
Your last chance to connect with our show vendors! Grab a coffee or breakfast sandwich while making your way along the show floor. Be sure to stop by the Riverside Lounge for our chat sessions. See page 12 for details.
Ale Trail Pas������r��
Noon–1:15 p.m.
Closing Keynote Lunch
Snowflakes and Fingerprints:
How to Attract Top Talent in the Future of Work
Talent shortages are impacting every industry and competition is fierce. With an entire generation on the precipice of retirement, and not enough workers ready to replace them, the situation is only going to get fiercer. More than ever before, we need to do whatever we can to attract and retain top talent—but what is that? After a decade of research on the world’s greatest places to work, workplace culture and leadership expert Eric Termuende has the answer.
4–9 p.m.
An Evening in the Bissell Treehouse
John Ball Zoo
Extra fee
See page 10 for details.
Sponsor: Caterpillar
CLOSING EVENT
2025 Show Shirt!
Sponsor: Ansay & Associates
Check out our totally rad and retro show shirt! It’s a freebie for all our awesome attendees to rock some vintage winter vibes while groovin’ through the week at the Best Show In Snow! While supplies last.
Eric Termuende
FAR OUT FUN
SIMA After Hours
Catch up with fellow attendees at two Grand Rapids hot spots. After Hour events will be held from 8:30–10:00 p.m. Don’t miss out!
Tuesday, June 17
Sponsor: Metal Pless
When in doubt, golf! Join fellow attendees for a fun evening of networking and mini golf to kick off the Best Show in Snow.
Wednesday, June 18
Sponsor: Pro-Tech
Can you “spare” a moment?
Head to Woodrows (inside the Amway Grand Plaza) for the perfect end to a great day. We’ll have bowling, light apps, drinks, and plenty of networking.
See event app for directions and additional information on each After Hours event.
THURSDAY NIGHT PARTY
Sponsor: WESTERN
When in Beer City USA, it’s only fitting that you visit a brewery! We’re taking over New Holland Brewing Company from 7–10 p.m. for our popular Thursday Night Party. Play a game on the patio, grab a soda or cocktail in the treeroom, or chill out with live music as we close out day three of the show. This event is free to all attendees, exhibitors and sponsors.
CLOSING EVENT
Sponsor: Caterpillar
Get ready for an evening of networking, dinner, entertainment, and maybe a surprise guest or two in the Bissell Treehouse at the John Ball Zoo. From 4–9 p.m. take the time to view the zoo animals or hop on the funicular railway on your way to this picturesque location that will be the perfect ending to your Symposium experience.
City
BEER
Big mini putt club Woodrows Duckpin Bowling
New Holland Brewing
The Treeroom
Thank you to our sponsors for your generous support of the 28th Annual Snow & Ice Symposium.
List of sponsors as of March 19, 2025.
CAN YOU DIG IT?
The Snow & Ice Trade Show floor will be bustling with activities and 130+ exhibitors showcasing the latest products and services for the snow and ice management industry. For an updated exhibitor list, visit show.sima.org/tradeshow.
TRADE SHOW HOURS
6:30–8 p.m. | Wednesday, June 18
11:45 a.m.–5:15 p.m. | Thursday, June 19
9–Noon | Friday, June 20
Special Trade Show Extras
WEDNESDAY, JUNE 18
6:30–8 p.m. | Snow & Ice Trade Show After Dark
THURSDAY, JUNE 19
Noon–2 p.m.
Buyers Dog Den Sponsor: Buyers Products
Caution: Cuteness overload! Make your way to booth #439 and spend some time with local, adoptable dogs courtesy of SPCA of Southwest Michigan.
2:30–5 p.m. | Ale Trail
Buyers dog den
Sponsors: Arctic Snow & Ice Products, Arctic Snowplows, Aspire Software, EMCOR Facilities, WeatherWorks
Grab your passport and start making your way around the show floor. Stop at our five Ale Trail stations to grab a beverage in a souvenir pint glass (sponsored by Arctic Snow & Ice Products).
3–4 p.m. | Financial Benchmarking Session
Steve Wolf, WolfWorks Consulting
See page 8 for details.
The Best Show in Snow
FRIDAY, JUNE 20
9–10:30 a.m. | Stop ’n Shop Breakfast
Sponsors: Greenius, LMN, The Original Magic
Finish up those last-minute conversations with exhibitors while grabbing a bite to eat. Various breakfast stations will be available including coffee, sandwiches, and donuts.
9:30–11:45 a.m. | Riverside Chats
Visit the Riverside Lounge to join in discussions of important topics to snow and ice management professionals. Come with your ideas to share!Navi -
9:30–10:15 a.m.
Cultivating Your #2
10:20–11 a.m.
Finding Joy and Reducing Stress
11:05–11:50 a.m.
Navigating a Male-majority Workplace
9–11 a.m. | Buyers Dog Den
Sponsor: Buyers Products
It’s hard to keep man’s best friend away! Stop back to booth #439 see more adorable dogs courtesy of SPCA of Southwest Michigan.
TRADE SHOW FLOOR
List of exhibitors as of March 19, 2025.
Letter Scramble
Find all 7 letters mixed in with the booths on the show floor and unscramble the code word for the chance to win a $250 gift card, swag, and more.
Sponsors: Cargill, Fisher, Include Software, Innovative Surface Solutions, SnowEx, WESTERN
Grab a Cup and Fill It Up
We’re bringing back the color-changing, reusable cups! Make sure to grab yours and stay hydrated at the water coolers throughout the Show.
Sponsor: The SIMA Foundation
CONFERENCE + HOTEL
Attendees will receive a link to reserve a room at the host hotel once their registration is complete. Should you choose to book outside the room block, SIMA cannot guarantee the negotiated room rate.
BEWARE: Booking outside of the official room block through a third party is done at your own risk.
DeVos Place Convention Center
303 Monroe Ave NW Grand Rapids, MI 49503
Located in the heart of downtown, the DeVos Place is our hub for registration, education, and the Snow & Ice Trade Show.
GETTING THERE
By Air
Gerald R. Ford International Airport
Fly nonstop to GRR from over 30 major cities in the U.S.
grr.org
By Boat Lake Ferry Express
The ferry travels across Lake Michigan connecting Michigan and Wisconsin. lake-express.com
Amway Grand Plaza 187 Monroe Ave NW Grand Rapids, MI 49503
As our host hotel, this one has it all—bars, restaurants, and shopping. It is connected to the DeVos Place via skywalk. Self-park or valet is available.
Grand Rapids
From world-class attractions and outdoor recreation to its nationally ranked food and craft beverage scene, Grand Rapids, Michigan is filled with unexpected surprises. Visit experiencegr.com for more info.
Average temperatures in mid-June are 78°F/25°C and 54°F/12°C. Average precipitation in June is 3.1”.
By Car
Driving to Grand Rapids is easy and direct. The city is located at the intersections of I-96, I-196 and US-131.
REGISTRATION
TICKET
OPTIONS AND INCLUSIONS Rates increase by $50 after May 21, 2025.
FULL SHOW PASS
Includes access to keynotes, education sessions, trade show, Snack & Chat, Connections Breakfast, Welcome Reception, Thursday Night Party.
Does not include pre-conference events or closing event.
SIMA+ PASS
Includes full show pass offerings, PLUS...
• Access to exclusive SIMA+ lounge
• One pre-conference event (pre-registration is required)
• Early access to Trade Show After Dark on Wednesday and all evening receptions
DAY PASS
Includes access to education sessions, special events and trade show for the selected day only. See show.sima.org for details on each day.
TRADE SHOW ONLY PASS
Includes access to all events held on the trade show floor June 18–20. See show.sima.org/tradeshow for details.
ADD-ON OPTIONS
PRE-CONFERENCE EVENTS:
Sales Development Workshop
Tuesday, June 17 from 10:30–3 p.m. | DeVos Place –OR–
Facility Tour
Tuesday, June 17—AM or PM options | DJ’s Landscape Management in Holland, MI
See page 3 for pre-conference event details.
One pre-conference event included with a SIMA+ pass (opt-in required during registration)
CLOSING EVENT: An Evening in the Bissell Treehouse
Friday, June 20 from 4–9 p.m. | John Ball Zoo
Dinner, drinks, entertainment and transportation included
*Non-member Full Show and SIMA+ pass registrations include a FREE SIMA membership (valid through December 31, 2025; limit one per company). Additional information will be sent after registration is confirmed.
$495 Member
$795 Non-member
SIMA membership included*
$695 Member
$995 Non-member
SIMA membership included*
Limited passes available
$325 Member
$425 Non-member
For selected day only
$35
$115
Limited spots available
