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.

Eddie Deen’s Story

Eddie Deen PhotoIn 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

6:00 pm – 9:00 pm: Welcome dinner and networking


April 24

9:00 am – 2:00 pm: Transform your Company Culture through the LAWS OF BBQ

Eddie Deen Ranch, Dallas, TX

Company culture starts with passion.  We will learn how Eddie Deen has transformed his business from a family ranch to Dallas’ most sought-after caterers in Texas and around the world.  Are your employees just going through the motions?  We will discover through Eddie’s “Transformational Teachings” how his staff is intrinsically inspired to cook and serve from their soul and how they were able to find their passion in serving others.  This session will be inspiring, interactive and provide a tool for you to use to help influence your staff to find their passion in serving your customers.

Speaker / Activities / Open Space Solution Room/ Lunch


2:30 pm – 4:00 pm: Local Home Furnishings Store & Distribution Center Tour

We will visit 2017 Retailer of the Year, Sunnyland Furniture and get this behind-the-scenes tour of their operations and distribution center.  We will immerse in their company culture and see their customer experience at work.

Store tour / Open Space Solution Room with peers


4:00 pm – 5:30 pm: Party on the Patio at Sunnyland

For those that are anxious to continue the conversation, we will party on the patio and continue to network and share our experience.



Hilton DFW Lakes Executive Conference Center

Room Rate:  $179