Your Focus Determines Your Reality.

-Qui Gon Jinn

Hey there, rebels and jedis of the hospitality world.

Ever wondered what it’s like to sip your morning coffee while discussing the intricacies of beverage programming with the finesse of a Jedi Master? Well, now’s your chance! Dust off your lightsabers and pack your droids because we’re heading to the HEE East Conference, where your focus determines your reality (just like Qui Gon Jinn said, and he definitely knew his stuff).

From April 2nd to 5th, we’re taking over the Hyatt Regency Grand Cypress in sunny Orlando, Florida. And guess what? Our very own Celia Waddington and Tineke Hansma will be there, ready to ignite conversations and catch up with fellow rebels like you.

So, whether you’re a seasoned Sith Lord of beverage programming or just a humble Padawan looking to level up, this is the place to be. Let’s strategize, network, and maybe even share a laugh or two over some blue milk (yes, it’s a thing).

May the force be with you (and your beverage programming)! See you at HEE East, where the galaxy’s coolest minds collide.