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HFA Insights Experience: Dallas, TX

April 23 - April 24

This 1-1/2 day event puts you and your customers center stage by focusing on the importance of, and the benefits of a positive company culture. Gain tips to strengthen your business, make new connections and walk away with a unique experience to remember.


Transform your Company Culture through the LAWS OF BBQ

Learn how Eddie Deen transformed his family ranch into Texas’ most sought-after caterer. Eddie’s “Transformational Teachings” inspired his staff to find their passion in serving others. Walk away with tools to help influence your staff to find their passion in serving your customers.


Eddie Deen’s Story

In Texas talk, there are two kinds of employees, says Eddie Deen, a Dallas entrepreneur who has catered the last seven Texas gubernatorial inaugurations.

“There are trail horses and cutting horses,” says Deen. “Trail horses follow the path. They don’t question, they don’t think on their own behalf. They work on anxiety, fear and intimidation.

Then there’s the cutting horse, a horse trained in separating cattle from a herd, says Deen. “Those are the leaders, the ones who react to situations quickly without needing guidance. They have the vision to see problems ahead and cut them off.”

Deen is convinced the future of retail – furniture retail especially – hinges on your store developing cutting horses. “When you look at Wayfair, Amazon and Ikea, those stores are evolving every day,” Deen says. “They are always going to be the leaders in artificial intelligence and technology. But technology can never beat the human factor. Your store’s culture can not only compete with those big stores, it can beat them.”

Deen also knows barbecue. He served up brisket and sides to more than 10,000 Texans at Gov. Greg Abbott’s inauguration in January. He’ll be serving up more barbecue and his thoughts on how to strengthen your store’s company culture at the HFA’s first Insight’s 2019 in Dallas, April 23-24. Come learn why company culture is so important and how a strong culture can separate your store from the pack.

Read more about Eddie Deen here.



April 23 – Welcome dinner and networking

April 24 – Insights Experience with Eddie Deen, store tour & closing party at HFA member Sunnyland Outdoor Furniture



Hilton DFW Lakes Executive Conference Center

Room Rate:  $179


Hilton DFW Lakes Executive Conference Center
1800 Highway 26E
Grapevine, TX 76051 United States
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