Why you should attend and how to sell it
SFMA CONFERENCE PREVIEW
Can the SFMA Conference Jump Start Your Career?
Why you should attend and how to sell it
By Joe Churchill
[ Author’ s note: The following is an excerpt from an article I wrote in 2017. Although the dates have changed, the benefits of attending the SFMA Conference remain the same.]
If you want to step out of the crowd and accept that there is more to your job than being stuck in the same mindnumbing routine every day, make it a personal goal to attend the 2026 Sports Field Management Association( SFMA) Conference and Exhibition in Fort Worth, Texas.
Commit to learning more about the conference and its educational and networking opportunities. Meet with manufacturers who serve our industry and the people who drive this great professional association. Develop an understanding of the conference’ s value— not only to you, but also to your employer.
Yes, it’ s easy for me to say you should attend, and to assure you the value of this opportunity far exceeds the fi- nancial and time investment. Your silence and eye rolls are not lost on me. Right now, you’ re making a mental list of multiple reasons why it just isn’ t going to happen: It costs a lot of money. I don’ t know how to ask. My boss will say“ no” anyway. There’ s no budget for that. My employer has a policy against this sort of travel.
It’ s time away from my job and my family. I would probably have to take vacation days to go even if it were approved. It’ s frivolous and is just a vacation in sheep’ s clothing.
IT COSTS A LOT OF MONEY. I DON’ T KNOW HOW TO ASK. MY BOSS WILL SAY“ NO” ANYWAY. Yep. There is a cost attached to attending. And, head’ s up, anticipate your employer factoring in the wages you’ d make if you were back home working.
As you set off to present your case for attending, be careful when talking about costs or expenses. These are negative-sounding words. Use words like“ investment,”“ opportunity,” or“ return on investment.”
Speaking of ROI, why not turn the tables on this cost / benefit model and refer to NOT attending as a“ COI”— Cost of Inaction. In other words, by not attending the SFMA Conference, what could it possibly be costing you? Do your research and be prepared to talk about making an investment in yourself and the institution for which you work.
Visit www. sportsfieldmanagement. org and explore the conference education tracks, and identify several topics that resonate with you. Think about how learning more about these topics could help you address ongoing sports field
26 SportsField Management | November 2025 sportsfieldmanagementonline. com