SWEL Summer Summit 2026 - Powered by WeddingPro
Your favorite event pro's favorite event is back.
It's one day that can change the way you do business. Join wedding and event pros from across Florida’s Gulf Coast for an event offering fresh ideas, meaningful connections, and real strategies to help you grow your business and book more of the clients you want. This year’s summit features seven engaging mainstage sessions designed to spark creativity, sharpen your skills, and keep you ahead of what’s next in the industry.
Our lineup of expert speakers is traveling from across the country to share actionable strategies and game-changing insights you can put into practice immediately. Presented by WeddingPro and hosted with accommodations courtesy of Buffalo Lodging, these industry leaders are bringing the knowledge they’ve shared on some of the wedding industry’s biggest conference stages directly to our market. Don’t miss one of SWEL’s most anticipated and popular events of the year.
This year’s event takes place inside Exploration Hall at Mote SEA, Sarasota’s brand-new state-of-the-art aquarium, offering a one-of-a-kind backdrop for learning, networking, and inspiration. Your ticket includes breakfast, a full lunch buffet, and an evening happy hour where you can mingle with fellow attendees while exploring the aquarium, all courtesy of Deep Blue Hospitality.
TICKETS:
SWEL Members - 2 tickets INCLUDED in membership. Use your member access code.
Non-Members - $125 ($141.73 with taxes and fees)
Agenda
- 8:45 am - 9:30 am
Check-in / Breakfast
Check-in and indulge in a breakfast spread courtesy of Deep Blue Hospitality featuring gourmet donuts, croissants, breakfast empanadas, assorted juices and a handcrafted coffee cart by Brewed Monday
- 9:40 am
Welcome from Emcee Kristin Hubbard
- 9:45 am
Welcome from Heather Dorsten from The Knot / WeddingPro
- 9:50 am - 10:40 am
Session 1 - Werk the Workflow: Build the Systems That Run Your Business While You Sleep - Terrica
*** WeddingPro Educator Signature Seminar Wedding pros are out here working harder than ever — and somehow still behind. The culprit isn't your calendar. It's your systems. Or the lack of them. In this high-energy, zero-fluff session, I break down the three core systems every wedding professional needs to build a business that is profitable, protected, and running smoothly — whether you're at the altar or on a beach somewhere. Using WeddingPro data on how today's couples book, communicate, and experience their vendors, attendees will see exactly where the gaps are costing them time, money, and clients they never knew they lost. Attendees will leave with: — A clear understanding of what a workflow actually is and why theirs probably isn't working — The Workflow Recipe method for building systems that are repeatable, scalable, and specific to their business — The must-have communications every wedding pro should have automated before their next inquiry hits — A live look at what a fully functioning milestone map looks like in practice — Their personalized 3-System Score — a quick diagnostic that identifies which system is their biggest profit gap right now This session is equal parts tactical and entertaining. Attendees won't just be taking notes — they'll be building in real time.
- 10:40 am - 11:30 am
Session 2 - Couples, AI, and Your Contracts: The Plus-One Nobody Asked For - Leah Weinberg
*** WeddingPro Educator Signature Seminar Dearly beloved, we are gathered here to roast AI. AI tools like ChatGPT aren't just for writing emails anymore (unfortunately). Couples are using them to mark up your contracts, generate impossible inspiration, second-guess your expertise, and even draft threatening legal letters after the wedding is over. In this talk, attorney and recovering wedding planner Leah Weinberg breaks down the real-world ways AI is showing up in the client relationship and what you can (and should) do about it. You'll walk away with practical, legally-grounded strategies to protect yourself at every stage of the planning process. Attendees will leave with: • An understanding of how to handle AI-generated contract markups without reflexively shutting down the conversation • Clarity on what contract provisions can protect your intellectual property and set boundaries around how clients use AI • Tools to navigate the "during planning" chaos of AI-generated inspiration and clients who use ChatGPT to override your professional judgment • A game plan for what to do (and what NOT to do) if you receive an AI-drafted threatening letter after an event • The case for building a relationship with an attorney before you ever need one
- 11:30 am - 12:30 pm
Lunch presented by Deep Blue Hospitality
Build Your Own Mediterranean Bowls
- 12:30 pm - 1:20 pm
Session 3 – Your Funnel Is Leaking $$ – Brandee Gaar
Every stage of your sales funnel matters. A slow response time, weak follow-up process, or ineffective consultation can quietly cost you thousands in lost revenue each year. In this session, you'll learn how to measure the health of your funnel, identify where leads are slipping away, and make simple changes that increase conversions and bookings. You'll leave with the benchmarks, metrics, and action steps needed to turn more inquiries into paying clients.
- 1:20 pm - 2:10 pm
Session 4 - Money Talks – Taylor de la Fuente
Most luxury event pros are losing clients before the first conversation ever happens — because their pricing page is vague, their packages sound generic, and their inquiry form is basically a welcome mat for tire kickers. Money Talks is a no-fluff breakdown of how to position your services, present your pricing, and communicate your value so the right clients say yes faster — and the wrong ones self-select out. From package naming to pricing strategy to handling "just tell me how much it costs," this session gives you a complete messaging overhaul you can start using the same week
- 2:10 pm - 2:20 pm
Break
- 2:20 pm - 2:25 am
Sponsors Speak
Hear directly from some of today's incredible sponsoring vendors
- 2:25 pm - 3:15 pm
Session 5 - Is Your Marketing Speaking to Gen Z? How to Connect with Your Future Couples – Emily Rochotte
Gen Z is rapidly becoming the driving force in the wedding industry. With the new demographic comes new buying behaviors, marketing expectations, and research preferences. Together, we'll explore what motivates today's couples, how social media influences their decision-making, and what wedding pros, marketers, and sales teams need to know to stay relevant to Gen Z in an increasingly digital marketplace. Takeaways: • How Gen Z discovers, researches, and evaluates wedding businesses before making booking decisions • The role social media plays in building trust, visibility, and brand preference throughout the customer journey • Practical strategies for marketing, sales, and leadership teams to better connect with younger audiences while continuing to appeal to existing clients • How to identify emerging trends, conduct ideal client research, and adapt your messaging to speak to those clients
- 3:15 pm - 4:05 pm
Session 6 - The Inquiry Goldmine: The Art & Science of Converting More Leads Into Bookings – Nora Sheils
*** WeddingPro Educator Signature Seminar Wedding pros are fixated on getting more leads, but the real game-changer is mastering how to close them. This session dives into modern, high-converting sales techniques and software that build trust and turn more inquiries into happy clients.
- 4:05 pm - 4:15 pm
Break
- 4:15 pm - 5:05 pm
Session 7 - "Up-Leveling” Your Business Image: Steps to Take to Upgrade Your Representation (and Reputation) in the Wedding Industry – Kawania Wooten
In today's competitive marketplace, having a polished and professional business image is crucial for standing out and attracting the right couples. This engaging session is designed for wedding professionals who are ready to elevate their business image and make a lasting impression on the industry, the press, and their future clients. This session will equip you with the tools and knowledge to present your business in the best possible light. Prepare to be inspired and motivated to take actionable steps towards a more polished and professional business image.
- 5:05 pm
Closing Remarks
- 5:10 pm - 6:45 pm
Cocktail Hour
Explore the first and second floor of Mote Science Education Aquarium while enjoying passed appetizers, food stations and drinks from Deep Blue Hospitality
Meet Our Speakers
Kristin Hubbard
In an industry built on independent contractors and weekend gigs, Kristin Hubbard built something different. As the Founder and CEO of Our DJ Rocks, Photobooth Rocks, and ONYX Boutique AV, she created one of the few entertainment companies in the country that employs its DJs and Event Staff as W-2 team members with 401K matching, leadership development, and clear career pathways - a rare structure in the wedding and event world. Her belief is simple: creative talent deserves stability, leadership, and long-term opportunity. With more than 20 years of experience as a DJ and over a decade scaling a multi-seven-figure brand, Kristin has grown her companies into nationally recognized partners for weddings, luxury celebrations, corporate conventions, and large-scale brand activations. Whether it’s a packed dance floor, a mainstage production in front of 2,000 attendees with voice-of-god cues guiding the show flow, or an interactive brand experience powered by custom photo activations and immersive design, her team curates the atmosphere — not just the playlist. Through DJ University and internal mentorship programs, Kristin equips women with technical mastery, stage presence, business strategy, and the confidence to lead from behind the booth and beyond it. What began as an all-female DJ company has evolved into a leadership ecosystem built on culture, systems, and elevated standards. Kristin is a member of the DJ Think Tank and a Marketing Partner for QSC Audio, contributing to conversations around audio innovation, scalable team models, and modern events. She is a featured voice in national media and speaks on building profitable creative companies while cultivating strong internal culture. When she’s not leading her team or inspiring you can find her on a bike ride, journaling, or planning her next adventure—always with a perfectly curated playlist to match.
Terrica
Terrica is an award-winning speaker, brand strategist, mentor, and educator with over 21 years in the wedding industry. As the founder of multiple companies and one of the most respected educational platforms for wedding professionals, she’s coached and empowered over 4,400 students through her signature strategies in pricing, sales, systems, and visibility. Her work has been featured in Martha Stewart Weddings, The Knot, HLNtv, PeopleTV, Readers’ Digest, and more. Known for her bold, no-fluff teaching style, Terrica blends humor, heart, and hard truth to help entrepreneurs build profitable businesses without losing their peace. She is a Smart Meetings Best of Stage speaker, a NACE Speaker of the Year nominee, and has delivered keynotes and workshops across eight countries — empowering audiences with her blend of strategy and straight talk. Terrica is also a proud advocate for diversity and inclusion in the events industry, serving on advisory boards and supporting initiatives that champion equity and representation. She was recently featured as the cover story for Event Therapy magazine, spotlighting her mission to increase self-care, self-worth, and net worth among wedding pros. Affectionately known as “The Motherhustler,” Terrica continues to redefine what leadership looks like for women in business — one keynote, coaching call, and champagne-fueled strategy session at a time. When she’s not creating legacies behind the scenes or on stage, you can find her in the Golden Isles soaking up time with her kids, sneaking cake for breakfast, or quoting RuPaul’s Drag Race like it’s gospel to her disgruntled cat.
Leah Weinberg
Leah Weinberg – founder of Weinberg Legal – is an attorney, a recovering wedding planner, and the author of The Wedding Roller Coaster. After nearly a decade in the wedding industry as the owner of Color Pop Events, a New York City-based wedding planning company, Leah returned to her roots as an attorney to assist her former colleagues in the events industry, along with other entrepreneurs and business owners. A WeddingPro Educator with The Knot + WeddingWire since 2020, Leah travels throughout the country and internationally sharing insight with her peers at conferences and organizations such as DWP Congress, Be Sage Conference, Coterie Retreat, RSVP Club, WIPA, and NACE. Leah is honored to serve on the Allied Council for the National Society of Black Wedding and Event Professionals (NSBWEP) while also mentoring through NSBWEP's Mentor Program and WeddingPro's Fellowship for Change program.
Brandee Gaar
Brandee is a proven sales + profit strategist with a decade-long track record for helping wedding professionals transform their businesses from expensive hobbies to thriving careers. She got her start in event planning, eventually opening her own business and quickly becoming the go-to vendor for Orlando bespoke weddings. She’ll tell you she tried everything the wrong way first, which is how she figured out how to run a business the right way. After teaching more than 1,100 wedding industry vendors through her Wedding Pro CEO curriculum, she expanded her coaching team so she could support even more professionals in their career goals. When she’s not working with her Wedding Pro CEO clients, she still oversees her wedding planning company, Blush by Brandee Gaar, and volunteers in her church’s high school ministry with her husband (and business partner) and their 3 daughters. She lives with her family in Orlando.
Taylor de la Fuente
Taylor de la Fuente (she/her) is the highly opinionated CEO of Bigmouth Copy, an award-winning former journalist, red nail enthusiast, and (very tired) mom of two. Like her clients, she’s a creative thinker who approaches her work like an artist. But unlike them, she’s an expert in sales psychology, marketing, and gutsy, flavorful writing. Her superpower? Finding and amplifying yours.
Emily Rochotte
Emily Rochotte is a social media strategist, SEO blog writer, and marketing educator for wedding pros. With over a decade of experience in the industry working with wedding pros and publications, Emily knows how to help you build brand awareness and grow your business with engaging content that speaks directly to your ideal client. She is passionate about empowering wedding business owners to feel confident about their marketing and will be your biggest cheerleader!
Nora Sheils
Nora Sheils is a veteran wedding planner and industry thought leader with more than two decades of experience creating unforgettable celebrations through her company, Bridal Bliss. A fierce advocate for operational efficiency and work-life balance, she is also the co-founder of Rock Paper Coin, a software platform built by wedding pros for wedding pros. Nora is passionate about empowering planners to streamline their businesses while protecting their passion and peace of mind. Use code SWEL to try out the platform for six months free!
Kawania Wooten
Kawania H. Wooten, CMP brings a unique mix of experience and skill to her businesses, Howerton+Wooten Events and the Enlightened Creative. Her vast experience in the hospitality industry includes hotel management, casino and gaming, the culinary industry, and 30 years as a professional meeting and event planner. Kawania strives for professionalism, creativity and impeccable organization within every function planned by Howerton+Wooten Events. She is currently an adjunct professor in the Hospitality, Tourism, and Culinary Arts Department at Prince Georges Community College. Kawania has authored nine wedding planning guidebooks. She is currently working on book #10. Her advice has been featured in major publications, such as the New York Times, New York Post, Refinery 29, Wall Street Journal, EBONY, Headline News, Martha Stewart Living, and ESSENCE magazine. She holds a bachelor’s degree in mass media arts from Hampton University, and she participated in the Harvard Business School’s Executive Management Program for Marketing.
Thank You To Our Sponsors
Sponsors
PREMIER SPONSOR:
WeddingPro is a business-to-business platform created by The Knot and WeddingWire to support wedding professionals in growing their businesses. They offer tools for advertising, lead management, and client communication, along with educational resources and community support. By connecting vendors with millions of engaged couples through The Knot and WeddingWire, WeddingPro helps professionals expand their reach and book more weddings.
We are proud to have WeddingPro sponsoring our educators for this summit. Visit them at pros.weddingpro.com or on Instagram at @weddingpro
VENUE:
Mote Science Education Aquarium (SEA) | mote.org/venuerental
AUDIO/VISUAL SPONSORS:
MakSchu Productions | makschu.com - Conference Live Streaming and Videography
Foto Bohemia | fotoboho.com - Professional Photography
Amplified Productions | amplifiedprod.com - Lighting, Sound and DJ Services
Tampa Bay DJ Company | tampabaydjcompany.com - Lighting, Sound and DJ Services
Imagery Wedding Films | imageryweddingfilms.com - Event Recap Videography
DECOR SPONSORS:
WeberSCENIC Productions | weberscenicproductions.com
US Tent Rental | ustentrental.com
Linens by the Sea | linensbythesea.com
Mystic Blooms | mysticbloomsfloraldesign.com
Blooms by the Beach | bloomsbythebeach.com
Kulgra | kulgra.com
CATERING SPONSORS:
Deep Blue Hospitality | mote.org/venue-rentals/mote-sea/deep-blue-hospitality
Brewed Monday Coffee Cart | brewedmonday.com
HAIR AND MAKEUP:
Adore Bridal Hair and Makeup | adorebridalservices.com
ACCOMMODATIONS:
Buffalo Lodging is also our accommodations sponsor for our educators this year. We thank them for their support of this event. Scroll down for links to book your own stay for this every at a 20% discount!
PARKING: Free and open in the aquarium public lot
ATTIRE: Business casual
Checkout Last Year's Summit
Hotel Accommodations
Want to make a night of it? Buffalo Lodging is offering 20% off for attendees of this event. With three full-service hotels and hundreds of things to do, there’s no better place to stay during your visit to Sarasota-Bradenton than right in the center of it all. Choose from three premier hotels located just steps from hundreds of shops, restaurants, and of course, our SWEL Summer Summit venue.
To make your reservation, select the property closest to the venue below and click the link to book:
Homewood Suites by Hilton Sarasota / Lakewood Ranch
Tickets for good, not greed Humanitix dedicates 100% of profits from booking fees to charity
