Educational Seminars

Produced by MBUniversity

Monument Installation – Tips and Tricks Beyond the Basics
Friday, February 10th

2:00 p.m. – 3:00 p.m.

Presented by Troy Caldwell, CM, AICA, Caldwell Monument Company

Over the years, some things have remained the same in monument installation.  However, many aspects have changed because of new tools and products being developed.  Troy Caldwell, CM, AICA has seen most of these changes having installed monuments for well over three decades.

Mr. Caldwell, CM, AICA has invited numerous industry leaders to join him on stage to share some of the tips and tricks that they have come up with over the years.  This hour-long educational session will be a great investment in your business, with content worth bringing your setting crew to the convention!  The session will be reviewed and explored more in post event MBNews articles with pictures and reference materials for you to take back home with you.  Come and join us for a fun learning experience!


S.W.A.G. Be Gone!

Friday, February 10th

3:00 p.m. – 4:00 p.m.

Presented by Alison Raymer, CM, Emerson Monument Company, Inc.

When it comes to pricing, our old friend, S.W.A.G. (Some Wild Amateur Guess), almost always comes up.  The days of S.W.A.G. are over now, thanks to this one hour pricing presentation!

In this presentation, attendees will gain an understanding of how to utilize their income statement and balance sheet, along with simple formulas, to determine what their optimal price point should be to remain profitable and sustainable.

Alison Raymer, CM, the 2016 President of the Monument Builders of North America, has a bachelor's in Professional Accountancy from Ouachita Baptist University, as well as a Master's of Business Administration from John Brown University.  She is the co-owner of Emerson Monument Company, Inc., based in Springdale, AR.


It Costs How Much?!

Saturday, February 11th

10:30 a.m. – 11:45 a.m.

Presented by Jed A. Hendrickson, CM, AICA, Santa Barbara Monumental Company, Inc.

This presentation will walk through ways to understand and measure the manufacturing costs for a typical monument company.  Knowing this information will aid in establishing profitability goals, and when outsourcing certain manufacturing processes make sense.

A member, by invitation, of the American Institute of Commemorative Art, a group committed to promoting good design and art in cemetery memorials. Jed became the Executive Director of AICA in 2012.  Jed maintains memberships with Monument Builders of North America, where he served as president in 2001; and the California Monument Association, where he served as president for 5 years.  He has been a Certified Memorialist since 1995.  Jed is also a past director for Make-A-Wish Foundation.

Jed A. Hendrickson, CM, AICA, is the owner of Santa Barbara Monumental Co., Inc.  Born in Santa Barbara, Jed attended Santa Barbara City College and Brigham Young University before joining the family business in 1982.  Santa Barbara Monumental was started by Jed’s grandfather in 1931 and is run by both Jed and his wife, Deborah. They have been married for 27 years and have three sons and six grandchildren.

Jed's training in memorial art is largely self-taught and acquired by working in the industry since his youth where he worked after school, involved in design and layout.  Formal art training includes dropping out of two art classes and winning a third grade art contest.


Remembering the Greats

Saturday, February 11th

1:45 p.m. – 3:00 p.m.

Presented by Terry Joy, AICA, Joy Monument Co., Charlie Hunt, FAICA, Hunt Memorials, Inc., Jim Peterson, AICA, Peterson Monuments, Inc., Jim Gast, AICA, Gast Monuments, Inc.

Charlie Hunt, FAICA, Jim Peterson, AICA, Terry Joy, AICA, and Jim Gast, AICA are four of the most highly regarded memorialists today.  In this presentation, they will discuss the history and legacy of designers that influenced them.
While all four men were influenced by many different people, they shared one common mentor, Bert J. Gast, FAICA.  This will go deeper than Bert and his contemporaries, Gene Faehnle and Harold Schaller, known as the “Trio of the Greatest Generation”.  They will tell the stories of those who have come before us and shaped our industry into what it is today.  This session will include four lessons on how to “make a design better”, utilized by groups with a practical case study, and conclude with a Q&A session.

Terry Joy, AICA, Joy Monument Co.
In 1981, Terry Joy graduated from high school planning to study architecture the following fall; however, his plans changed after accepting a position at a local monument company.  This simple, summer job lead to his intense passion for creating personalized memorials that continues to grow stronger to this day.

Joy’s designs have earned several awards from both the American Institute of Commemorative Art and the Barre Granite Association.  Terry has also won the 2000, 2011 and 2016 Eugene Faehnle Design Award, and has been an instructor at both the American Institute of Commemorative Art and Elberton Granite Association – Memorial Design School.

Charlie Hunt, FAICA, Hunt Memorials, Inc.
Charlie Hunt began working in the family business in 1982 after graduating from the University of the South in Sewanee, Tennessee with a degree in History.  Within a year, he was asked to do some sketches of monuments and quickly found his niche.  This inspired him to return to school for art and drafting classes, and even travel to Vermont to train with traditional stone craftsmen and learn the stonecutter methodology that has been in practice for over two centuries.

Charlie Hunt is the first recipient of the Eugene H. Faehnle Award from The American Institute of Commemorative Arts (AICA), the highest place award of its kind in the monument industry for design.  Other prestigious 1st Place Awards include MBNA’s Biondan Bronze – Bert Gast Memorial Award, The Harold J. Schaller, AICA Conceptual Design and Rendering Award, MBNA’s Design Contest People’s Choice Award, and the MBNA Award for Outstanding Excellence in Monument Design.

Jim Peterson, AICA, Peterson Monuments, Inc.
Jim started out as a carpenter out of High School, and then went to Community College and attained a degree in Criminal Justice.  Upon graduation, Jim joined his father in the funeral business selling monuments.  His drawing abilities allowed him to sketch things he needed to show his customers, which, in turn, inspired him and his father to try to do some of the actual stonework themselves.  They opened up a small shop, and after learning everything he could on his own, Peterson enrolled in the Barre Stone Trades School in 1975.

In 1996, Jim was invited to be a member of the American Institute of Commemorative Art where he served for 12 years on the Board of Directors and held the office of President for two terms.  He has won numerous awards in design over the years and has given several seminars both on design and rendering.

Jim Gast, AICA, Gast Monuments, Inc.
Jim Gast began to work full time for his family business in 1974.  He had always wanted to work in the shop with his dad, who was seen as an iconic designer in the monument industry.  In 1975, Jim apprenticed with a local monument company to learn different lettering styles (square sunk, round raised, v-sunk).  A month later, Jim returned with tips and tricks that he still uses to this day.

He worked alongside Ray “Moz” Mozoliauskas, another iconic memorialist, where he learned how to use different tools and create different textures.  Over the years Jim has worked with his grandfather, father, 3 siblings, wife, and now his two children.


The Power of Social Media in Growing Your Business

Sunday, February 12th

11:00 a.m. – 12:00 p.m.

Presented by Rob Rosenberg, Springboard Brand & Creative Strategy Ltd.

This session will help monument builders better understand the opportunities that social media can present in terms of creating new customers and increasing sales. From building relationships with community members to showcasing the art and craft of monument building, social media is a cost efficient strategy to reach consumers and gain recognition for your company’s brand. During this session, attendees will experience a post being created, shared, liked and boosted. There will also be discussion on how to target messages and create ads.

Mr. Rosenberg is the President of Springboard Brand & Creative Strategy. Prior to founding Springboard in 2002, Rob was involved in the leadership of two national/international marketing communications companies. He is a frequent speaker and is regularly featured in trade publications on the subjects of brand development, advertising and social media.



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About MBUniversity: Established in 2006, MBUniversity is the educational arm of MBNA. The University was established to develop and administer educational courses for MBNA members and future members. Schools within the university are being created to address specific needs of independent monument builders.


Show Dates

Friday, February 10, 2017
Saturday, February 11, 2017
Sunday, February 12, 2017

Monument Builders of North America

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