ICCFA Magazine February2018

February 2018
MAGAZINE
CEMETERY CREMATION FUNERAL
Preservation
and career
preparation
make a great
team at The
Woodlawn
Cemetery
Curing your
funeral home’s
TFB syndrome
Deciding how
to develop
remaining land
Learning to
deal with forms
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10 PRESERVATION/COMMUNITY OUTREACH
Woodlawn program preserves its past while providing young
people a future When it comes to cemetery maintenance, keeping
the grass mowed and the trees trimmed is one thing—cleaing and
repairing monuments, features and private mausoleums is another.
The Woodlawn Cemetery is facing the preservation and restoration
Jairo Castillo and Jontae Stanley, appren- challenges posed by the outdoor art and architecture that grace its 400
tices at The Woodlawn Cemetery, Bronx, acres through its Preservation Training Program, designed to teach
New York, outside the private mausoleum
they restored. Stanley has gone on to a local youths to be the craftsworkers of tomorrow.
union job working on the restoration of by Susan Loving
the Ford Foundation building in New York
City. Story, page 10. 32 INTERIOR DESIGN
Does your funeral home have TFB syndrome? Is walking into
8 Washington Report your funeral home akin to taking a walk down memory lane?
ICCFA comments on the FTC’s That carpeting ... those furnishings ... that wall color ... those
strategic plan for 2018-2022 lighting fixures—are they modern, fresh and welcoming or ... not?
by Robert M. Fells, Esq. If the answer is “not,” your funeral home might have TFB (time flies
40 Supply Line by) syndrome. You might not have noticed till now, but your families
43 Update have, and you need to address it.
50 New Members by Bob Killingsworth
50 Calendar 37 L AND DEVELOPMENT
50 Classifieds Cemetery Impossible: How to decide what to develop on
50 Ad Index remaining acreage If you have customers, you have a resource to tap
when deciding how to develop your cemetery property.
To support the ICCFA’s
by Daniel M. Isard, MSFS
goal of raising money
to fight lung cancer, 38 PROFESSIONAL DEVELOPMENT
today’s #1 killer of women, go to Keys to service: Learn to deal with forms Filling out forms might be
http:/www.iccfa.com/lungforce the least liked part of a funeral or cemetery professional’s job, but it’s best
ICCFA officers March-April and August-September. Periodicals

February 2018 postage paid at Sterling, VA, and other offices.
Scott R. Sells, CCFE, president
VOLUME 78/NUMBER 2 Copyright 2017 by the International Cemetery,
Christine Toson Hentges, CCE,
president-elect Cremation and Funeral Association. Subscription
Andrés Aguilar, vice president rates: In the United States, $39.95; in Canada,
Jay D. Dodds, CFSP, vice president Katherine Devins, communications manager & association liaison; bclough@iccfa.com; $45.95; overseas: $75.95. One subscription is
Paul Goldstein, vice president kd@iccfa.com; 1.800.645.7700, ext. 1224 1.800.645.7700, ext. 1214 included in annual membership dues. POST-
Mitch Rose, vice president MASTER: Send address changes to ICCFA
Jason Brown, communications assistant Daniel Osorio, subscription coordinator Magazine, 107 Carpenter Drive, Suite 100,
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Nadira Baddeliyanage, executive director Nadira Baddeliyanage, executive director danielo@iccfa.com; 1.800.645.7700, ext. 1215 contributions, commentary and advertisements
Robert M. Fells, Esq., general counsel & publisher appearing in ICCFA Magazine do not necessarily
nadira@iccfa.com ; 1.800.645.7700, ext. 1225 ICCFA Magazine (ISSN 1936-2099) is published reflect either the opinion or the endorsement
Magazine staff by the International Cemetery, Cremation and of the International Cemetery, Cremation and
Susan Loving, managing editor Robert M. Fells, Esq., general counsel Funeral Association®.
Funeral Association®, 107 Carpenter Drive, Suite
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100, Sterling, VA 20164-4468; 703.391.8400;
1212
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ICCFA news TABLE OF CONTENTS
46 Attend 2018 ICCFA University

to learn how to make doing so an integral part of the sales and service
& see what’s new process.
by Todd W. Van Beck, CFuE
47 Close out convention with
entertainment by Home Free
ICCFA calendar
47 Sponsor at the ICCFA Convention go to www.iccfa.com for program, registration & scholarship information
—be in the spotlight
47 Annual Meeting of Members 2018 ICCFA Convention & Expo
Thursday, April 19, 2018 April 18-21, Mandalay Bay, Las Vegas, Nevada
48 Membership benefit spotlight: Co-chairs: Shawna de la Cruz and Andy Lopez
The System University
48 Thank you to our 2018
WWS spponsors 2018 ICCFA University
49 Wide World of Sales Conference
July 20-25, Fogelman Conference Center,
scholarship recipients University of Memphis, Memphis, Tennessee
Chancellor: Jeff Kidwiler, CCE, CSE
www.iccfa.com
• ICCFA Magazine online • FUNERAL HOMES • CEMETERIES • CREMATORIES
ICCFA members in good standing can read
• SUPPLIERS • PET LOSS PROFESSIONALS
the magazine online
• Model guidelines
ICCFA Government and Legal Affairs
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and regulations new facility? Hired or promoted someone? Is your company offering a new or updated
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• Cremation resources usual service or a successful seminar at your location? Have you added a grief therapy
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Washington Report
by ICCFA General Counsel
Robert M. Fells, Esq. ICCFA comments on the FTC’s
strategic plan for 2018-2022
I
robertfells@iccfa.com
1.800.645.7700,
ext. 1212 n November, the Federal Trade to consumer product and services
direct line: 703.391.8401 Commission published a request for information, pricing and customer
public comment concerning its draft evaluations and criticism. Commerce
➤Fells is ICCFA gen-
eral counsel, responsible for strategic plan for the years 2018 through has literally seen nothing like this
maintaining and improving 2022. Specifically, the ICCFA was before.
relationships with federal and invited to submit comments as it had “From the FTC’s perspective,
state government agencies, done seeveral years earlier regarding the harnessing these stunning new resources
the news media and con- FTC strategic plan for 2014-2018. can enhance the FTC’s ability to
sumer organizations. Among the stated goals in future allocate its resources to pursue likewise
➤ Fells has worked on behalf of the cemetery planning, the FTC identified the new 21st century sources of consumer
and funeral service profession on legal and following: Protect consumers from injury that were rarely seen in the past,
legislative issues since 1975 and joined the unfair and deceptive practices in such as identity theft and internet fraud.
ICCFA staff in 1983. He is retired from his the marketplace. Three objectives to “Therefore, the ICCFA urges
position as the association’s executive director, achieve this goal were identified: the commission as it finalizes and
which he held for six years. 1.) Identify and take actions to implements its strategic plan for the
➤ Fells has published a number of books. address deceptive or unfair practices years ahead to consider a ‘positive
His latest, “The Lost Code,” that harm consumers; sum’ review whereby government,
brings back two characters 2.) Provide consumers and industry and the public benefit from
from his previous spy businesses with knowledge and tools an evaluation of decades-old trade
novel, “The Spy Who that provide guidance and prevent harm; regulations in the new environment of
Resembled Himself,” for 3.) Collaborate with domestic 21st century communication. Thank
a story set during the and international partners to enhance you.”
historic Washington Naval consumer protection. The full text of Currently, only two of the five
Conference (November 1921 the draft FTC strategic plan can be commissioner positions are filled.
to February 1922), an era accessed at https://www.ftc.gov/system/ Acting FTC Chair Maureen Olhausen
before the U.S. federal government had any files/attachments/press-releases/ftc- announced the nomination of Joseph
sort of coordinated intelligence network. releases-draft-strategic-plan-fiscal- Simons to be FTC chair, and Rohit
years-2018-2022/draftstratplanfy18-22. Chopra’s nomination to serve as a
More from this author pdf. commissioner. Both individuals must go
➤Join Fells and additional The ICCFA comments: “In our through a Congressional confirmation
experts for the annual legal view, the draft plan is progressive process.
and legislative update at the and recognizes that changes in the Olhausen stated: “I am honored that
ICCFA Convention in Las marketplace, in communications and the president asked me to serve as the
Vegas, April 18-21, 2018. in consumers’ purchasing habits have acting chairman of the FTC, which
The panel will provide up-to-date significantly affected the way business has allowed me to lay the groundwork
information and answer audience questions operates during the last two decades. As for the commission’s efforts to protect
about regulation, taxes, labor law and litigation.
a result, the commission wisely seeks to economic liberty, support small
➤Model guidelines. A series of 28 model reposition itself in a brave new world of businesses and military consumers, fight
guidelines for state laws and regulations on consumer protection. fraud, promote vigorous competition
a wide range of topics, from disinterment to “Our particular concern historically and refocus agency enforcement where
reciprocal licensing for funeral directors and has been with the development and use it best serves the public. Our efforts to
embalmers to memorial sales and installation of industry trade regulations since the streamline the agency and reduce or
to conversion of prepaid contract trust funds to 1970s. We have worked constructively eliminate wasteful, outdated regulations
insurance, are available in the legal section of
with FTC staff since that time to the have also removed unnecessary burdens
www.iccfa.com
present in order to address concerns on the American people, and allowed
➤Funeral Radio. Fells talks about legal and and recommend solutions in a positive the commission to function more
legislative issues affecting funeral, cemetery manner. efficiently and effectively.”
and cremation businesses. His new podcast “The ICCFA believes that future It is generally assumed that the
on the body broker trade can be found at rulemaking, whether to amend or sunset commission will implement its new
https://funeralradio.com/funeral-service-in- existing rules, or develop new trade regulatory agenda when all five
washington-fells/body-broker-trade-with-
regulations, should acknowledge the commissioners have been appointed.
robert-fells/
pervasiveness of the internet and its ICCFA members will be informed of
incredibly easy access by the public significant developments. r
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By ICCFA Magazine
Managing Editor Susan Loving
sloving@iccfa.com P R E S E R V AT I O N / C O M M U N I T Y S E R V I C E
ICCFA Magazine spotlight
MRose@thewoodlawncemetery.org When it comes to cemetery maintenance, keeping the grass
➤Mitch Rose, CCFE, mowed and the trees trimmed is one thing—cleaing and repairing
CCrE, is president and
CEO of The Woodlawn monuments, features and private mausoleums is another.
Cemetery & Conser-
vancy, Bronx, New York. The Woodlawn Cemetery is facing the preservation and restoration
He joined Woodlawn challenges posed by the outdoor art and architecture that grace
in 2010. He previously
worked for Carriage its 400 acres through its Preservation Training Program, designed
Services, Service Cor-
poration International
to teach local youths to be the craftsworkers of tomorrow.
and Stewart Enterprises,
where he started his career after graduating
with a degree in business administration from
the University of Central Florida.
solsen@thewoodlawncemetery.org
➤Susan Olsen has
been director of historical
services at The Wood-
lawn Cemetery since
May 2001. She has a his-
tory degree from Rhodes
College and a master’s
degree in fundraising and
philanthropy from New
York University.
www.thewoodlawncemetery.org
www.woodlawnconservancy.org
➤The
Woodlawn
Cemetery,
Bronx, New
York, a
400-acre, Interns work on cleaning the base of a monument. “This is the part of the job that
nonsectarian nobody likes: scrubbing,” said Rob Cappiello, their supervisor and mentor.
cemetery,
was founded in 1863. It was designated
a National Historic Landmark in 2011 and
Woodlawn program preserves its past
while providing young people a future
W
has achieved Level II arboretum status
from ArbNet. The cemetery has more than
300,000 interments and welcomes more oodlawn Cemetery in the ry Institute. The PTP has been a combined
than 100,000 visitors each year, many to Bronx is home to thousands of effort of Woodlawn Cemetery & Conser-
attend programs by the Woodlawn Conser- monuments and mausoleums that vancy President Mitch Rose, CCFE, CCrE,
vancy, a 501(c)(3) nonprofit organization. need to be cleaned and repaired. New York and Susan Olsen, director of historical
imiweb.org City is home to thousands of young people services, the World Monuments Fund
➤The International Masonry Institute is a facing unemployment or underemployment. (WMF) and the International Masonry
labor-management organization created What could these two situations possibly Institute (IMI), along with several social
by the International Union of Bricklayers have to do with each other? service organizations.
and Allied Craftworkers and the contrac- For the past few years, young people— Though the program was created with
tors who employ them. ranging in age from high school students and for Woodlawn, the World Monuments
www.wmf.org to young people in their early 20s looking Fund is hoping that Woodlawn’s success
for a career path—have cleaned and/ will inspire the development of similar
➤The World Monuments Fund is a private
or repaired scores of monuments and programs at other cemeteries.
nonprofit organization whose mission is
to protect against the loss of the world’s mausoleums under the direction of
architectural heritage. Rob Cappiello, the cemetery’s resident An intersection of interests
craftsman—a position created specifically Woodlawn was named a National Historic
for the Preservation Training Program Landmark by the National Park Service in
with the help of the International Mason- 2011. Its famous residents include Celia
Woodlawn Cemetery has achieved designation from ArbNet as a Level II arboretum. Its canopy of trees adds to the cemetery’s
beauty but falling limbs, sprouting seeds and the growth of moss present hazards to the monuments and mausoleums.
Left, the Wyck-
off mausoleum
before cleaning.
A couple of sta-
lactites appear
to be growing
down toward the
doors (shown
in detail below).
“Water’s getting
in somewhere,
penetrating
through the wall
and then com-
ing out in that
area, pushing
all the salts and
everything out,”
explained Rob
Cappiello, resi-
dent craftsman.
A sign lets visitors know about the cem-

etery’s preservation program.
Visit the new and improved www.iccfa.com February 2018 11
P R E S E R V AT I O N / C O M M U N I T Y S E R V I C E
Cruz, Herman Melville, Irving Berlin, to handle cleaning, restoration and repair
Miles Davis, Elizabeth Cady Stanton, work, but Woodlawn does not—thus, the
Nellie Bly, Joseph Pulitzer, Clarence Day Preservation Training Program.
and Simon Guggenheim. For a while, the cemetery tried to
Founded in 1863, the non-sectarian handle getting estimates for families who
cemetery covers 400 acres and has wanted restoration work done on their
more than 17 miles of roadway, 300,000 memorials, Olsen said. The problem is, it’s
interments, 150,000 monuments and difficult to get competitive bids, especially
1,300 private mausoleums—a heavy if you’re particular about what you want
maintenance load. done.
In 2016, Woodlawn achieved “Your options might be a couple of
designation from ArbNet as a Level II monument companies who will just acid
arboretum. Its 6,500 trees include 142 wash and caulk, as opposed to using
unique species. In addition to the beauty appropriate restoration methods,” Olsen
that having an extensive and varied canopy said.
brings to the landscape, “trees bring value,” In addition, “contractors aren’t too
Rose said. “People love being under them.” keen about coming out to the cemeteries
But trees also bring additional to develop a bid, because the price ends
maintenance challenges. Branches and up being so high and the family’s reaction
occasionally whole trees fall and knock is, ‘WHAT?!’ We tell them, ‘Well, you
down or damage memorials. Leaves and haven’t done anything to your mausoleum
pine needles collect on monuments and roof for 75 years—what did you expect?
mausoleums, attracting water and dirt. “Only those who could really, really
Those birds warbling in the branches add afford it and who loved their monument
to the ambiance but also drop seeds that could do anything significant.” And that
take root in the dirt, sprouting into plants wasn’t a long list. “We were completely
that can damage joints and, over time, stymied,” Olsen said.
even topple stones. Then, several years ago, Frank Matero,
Woodlawn has a tree survey correlated who runs the historic preservation program
to information about nearby property that at the University of Pennsylvania, visited
could be damaged, Rose said, and now Woodlawn. Olsen had known him for
takes that information into account as it years; he had helped her when she was
works to prevent further problems. working at Congressional Cemetery in
“When you have 6,500 trees, it’s pretty Washington, D.C. He loves cemeteries
easy to find one every day that needs to and had worked for years with his students
be pruned or removed,” Rose said. “If two on a cemetery restoration project in New
trees on opposite sides of the cemetery Orleans.
are in equally poor condition, but this one Woodlawn is in much better shape than
sits next to a 40-foot obelisk or private most historic cemeteries in the U.S., Olsen
“Trees and birds drop seeds, and if they
mausoleum, it gets clipped first, because get in a bit of dirt, they’ll start to root,”
said, but it’s huge—half the size of Central
there’s a high consequence to failure.” Cappiello said. “Roots will get inside Park. Matero looked around and said, “The
But what of the properties that have joints and keep growing. Trees will grow only way you can save this place is to turn
already suffered damage from being outside out of joints and push the stones apart. it into a learning lab.”
for decades? There are a few owners who like They can push the whole corner off a Olsen started talking about what she
the patina that time and weathering bring. building.” Sometimes they use weed- called “Woodlawn University,” and
Driving around the grounds, Cappiello points killer on the roofs of buildings, he said. when Rose arrived at Woodlawn, he was
to one private mausoleum he says the owners interested.
don’t want cleaned. “They want it to look Tackling the problem They started by using graduate
aged and medieval-like.” Some cemeteries take the stance that students. Woodlawn has a relationship
Many other owners, however, prefer the condition of memorials owned by with Columbia University as well as
their family memorials to not be moss- individuals (or families) is the families’ the University of Pennsylvania, and has
covered and mineral-streaked, never mind problem. While they are technically right, been using graduate students for research
falling apart because a tree has taken root and while cemeteries do have limited and study projects, as well as high-end
in a damaged joint or roof. And even if funds to address any problems themselves, restoration efforts. “But we’ve got 1,300
there are no longer descendants who care Rose believes that cleaning and restoration mausoleums,” Olsen said. “Woo-hoo: We
about the condition of these properties, efforts benefit all lot owners and the got two done this year! Only 1,298 to go!”
the cemetery’s stewards care, as do many cemetery as a whole. Olsen also knew Frank Sanchis of
other lot owners. Some cemeteries have their own crews the World Monuments Fund, a private,
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working to conserve many that would
cultural heritage sites involve sitting
worldwide. He had in front of a
been her boss when computer all day,
she worked at the Olsen said.
National Trust, and Though they
now they were both are learning at
in New York. The “Woodlawn
WMF had noticed that U,” they won’t
there aren’t enough be limited
craftsworkers who to cemetery
know how to do the work. There are
work required for the building projects
preservation work all over the city
needed. (and in many
The WMF had tried cities across
training programs that the country)
weren’t successful, that involve
Olsen said. “The Woodlawn’s Preservation Training Program has been featured in the program spot- restoration
thinking was, ‘We’ll light on the World Monuments Fund’s website home page. work for which
get the kids in there industry to know that if they hire craftsworkers
with a scrub brush and they’ll be so somebody from the Woodlawn program, are sometimes brought in from Europe
enthralled with the work, they’ll start their that person is prescreened,” Olsen said. because of the shortage of qualified people
careers the next day.’ That doesn’t work.” “That person will be on time, will do what in the United States.
What ended up being developed at the boss says and already has certification “There’s a 14-to-15-percent increase in
“Woodlawn U” was a program where they to work on a scaffold, to follow OSHA job availability in this field,” Olsen said.
started with a dozen or so young people standards. “America needs people who do this kind
classified as interns, put them through a “The union has told us that the of thing.”
nine-week program that includes safety screening and testing process for a new And a cemetery is the perfect place
classes conducted by the IMI, workshops member costs about $9,000, so they’re for getting a broad-based education in
with experts and on-the-job training saving money by putting our kids to work. restoration and preservation work.
through working on some of Woodlawn’s They know a Woodlawn-trained worker is “There’s nowhere else like it,” Olsen
monuments and mausoleums, as well as going to be a good worker right from day said. “Within a few feet of each other,
job-placement help upon completion of the one. you’ll find marble, limestone, Mankato
program. “Contractors call us now, asking, stone, different granites, polished finishes,
The program is sort of Woodlawn’s ‘Have you got anybody? When are you rough-cut finishes. You’re dealing with
version of “The Apprentice,” Rose and graduating the kids?’” The program is issues from carbon staining to gypsum
Olsen said, because at the end of the timed to make the interns not chosen as crust to efflorescence. Everything you’ll
session, two of the young people in apprentices available for work in the warm find in restoring a large building you’ll find
the program are chosen to remain at weather, when construction jobs pick up, here on a smaller scale.”
Woodlawn for an additional 19 months, “so there is no question we’ll have 100 Woodlawn also offers a convenient,
receiving additional training and taking percent employment out of a cohort being pleasant and safe place for these young
on more responsibility. For example, the trained during the winter and spring,” workers. The cemetery is accessible via
apprentices supervise some of the work Olsen said. public transportation and is fenced and
done by the next group of interns, as The recent milder winters have helped patrolled by security guards who greet
well as high-schoolers who tackle less make outdoor work at the cemetery more visitors at the gate. “It’s a nice, quiet green
complicated jobs. possible despite the time of year, but space for the kids to work in,” Olsen said.
“We start with more than a dozen kids Rose created an indoor workshop for the “There are plenty of adults here and it’s
and maybe one or two are fired for not program so that repair work and training really secure, which is why Columbia was
being on time or behavioral issues,” Olsen classes can occur regardless of the weather. sending us students,” Olsen said. “They
said. “We want them all to come out of the For the young people, the program have students from all over the world
program having learned the importance of offers the chance to see whether in their program, and they don’t want
being on time and listening to your boss, construction work—and preservation and to worry about whether it’s safe to send
as well as with some basic safety skills and restoration work in particular—might them out into the city. Woodlawn is safe.
skill at working with their hands.” suit them, as well as the chance to earn Institutions and families feel completely
The first three are the most important, a better-than-livable wage. Starting pay comfortable sending their kids—from
she said. “We want the construction for the jobs they can get after training are Eagle Scouts to graduate students—to us.
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need to get off the couch and make an

appointment for an interview.’ Obviously
Mom had heard about the program.”
The next time, they recruited primarily
through a social service organization. In
the future, Olsen and Cappiello plan to be
more involved.
Cappiello’s involvement in the
interviews is crucial, Olsen said. “They
don’t want to hear my fluff about
preservation and the beauty of historic
things. They want to hear what the job is
really like. One of the big fears they have
is working high off the ground. When they
ask about getting up on a scaffold, Rob
shows them pictures and talks about it—he
loves it.”
They talked to union representatives
who suggested interns who don’t take to
scaffolding work could become bricklayers
or tile setters. “Having the union offer
Scaffolding set up at the Goelet masuoleum, Woodlawn’s largest private mauso-
to keep some of them on the ground—
leum, with 64 crypts. “I set it up,” said Cappiello of the scaffolding. “The interns
helped me build it, and they’re certified to work on scaffolding, but they can’t erect because they don’t want to lose our
it themselves. They need another course to can get the erector’s cerfification.” trainees—has been helpful,” Olsen said.
The work on this mausoleum started with joint repairs, he said, so that it can be Cappiello includes plenty of practice
washed without the water penetrating to the inside. “They’ve finished the pointing with bricklaying in the course. “We’re
on everything except the very bottom, so it’s almost ready to get cleaned.” going to get our apprentices into mosaic
work so that they get some tile experience,”
This is another area where cemeteries have to Woodlawn, under the supervision of a she said. “Woodlawn has a lot of mosaics
a huge advantage.” graduate student and archaeologist. Last that need cleaning and attention.”
Woodlawn also has a relationship year, they documented monuments and The first year, Woodlawn ended up with
with the New York City school system. prepared histories. These younger students 37 applicants and worked with a dozen
The reining philosophy at the schools has also do some monument cleaning and interns. The second year, there were about
undergone a shift from the “everyone needs analysis. 60 qualified applicants and they ended up
to go to college” emphasis that ruled for a The school department is trying to with 16 interns. The third year, there were
time to a realization that college isn’t for expose students to careers they might 57 applicants to choose from. Each class
everyone and the world needs plumbers. never have even heard of, Olsen said, has produced at least two apprentices. (In
“We needed to back to the vocational “give them a little taste of different one case, two people work-shared, so there
tech schools,” Olsen said, and New York careers.” Perhaps some will be inspired to were three apprentices.)
Gov. Andrew Cuomo’s career training apply for an internship. To apply, you have to fill out an
education (CTE) initiative is focusing on
application and write an essay about why
this type of training. “The bureaucracy is Finding the right people you’re interested in the program. You have
painful,” Olsen said, “but there’s definitely Olsen and Cappiello recruited the to be a U.S. citizen or have a green card,
money” for providing students with first group of interns. “We went to and you must have either a high school
options. Bronx International High School and diploma or a GED certificate.
These types of incentives of course Williamsburg High school, both CTE Applicants then take a test, and that’s
vary from state to state, but they’re schools. We went to social services where many of them stumble in a way that
worth exploring, Olsen said, and in their agencies—Opportunities for a Better surprised Olsen and Rose. “One of the
absence, cemeteries can approach nearby Tomorrow, The Door, Henry Street main problems is inability to use a ruler,”
vocational-tech schools about partnering Settlement.” One place they didn’t go Rose said. “If you can’t use a ruler, we’re
with them to teach students preservation but which is a possibility in the future is not going to teach you how to do it.”
and restoration skills. churches who minister to youths. The final page of the test asks the
The Department of Education has The second year, Olsen said, “our applicants to mark, say, 5 ¾ inches, 2 ½
provided Woodlawn with what Olsen sales manager got us on TV and then it inches. “Some of them sit there looking at
calls “our junior cohort,” high school ended up on Facebook. Oh my god—we the page,” Olsen said.
seniors who do projects under supervision. got hundreds of phone calls; we had kids Some applicants also have problems
One group excavated the Rutgers Street coming out of the woodwork. Sometimes passing the agility test. “You have to climb
Church cemetery, moving the interments you’d hear in the background, ‘You a ladder, you have to pulley up a bucket,”
Above, Rob Cappiello, Woodlawn’s resident craftsman, supervises the in-

terns as they practice repointing. “They practice how to use the grinder—with
a vacuum, without a vacuum, how to cut the joints, hammer and chisel them
out. We have a few different brick bonds here so they learn about them. They
practice pointing until the end of the program. The union requires you to be
able to point a minimum of 100 square feet a day. Minimum. When the interns
start off, they can do just a bit, working all day. The next day they’ll get a bit
more done. By the time they’re done, they’ll be able to do this whole wall,
three coats, in a half hour. That’s enough to tell us they can do about 100
square feet, so they’re employable.
“We don’t use live mortar; we use a practice mortar where you can rake
out the joint at the end of the day, put it in a big pail, next day re-wet it and
reuse it. Otherwise we’d go through a lot of cement. We do the same thing
when we teach them caulking. We use joint compound and caulking guns,
and they’ll squirt that in. It has the same feel as regular caulking, but at the
end of the day they can rake it out, put it back in the bucket and reuse it the
next day. It’s all just to get them acclimated to the materials we use.”
Left, Cappiello gives an intern some repointing technique tips. “You have to
get a little bit of mortar on the tool and bring it to the wall.” Cappiello is from
Bricklayers and Allied Craftworkers Union Local 1 NY. His father was in the
same local and tried teaching him the trade, but soon lost patience with him,
so Cappiello spent 13 years selling shoes. He finally “got sick of selling” and
decided he wanted to work with his hands, so he entered an apprenticeship
program. He interviewed for the resident craftsman position at a friend’s
suggestion, and enjoys working with the students. He tried to get his sons
into the trade to no avail. “Showing these kids my craft, being real with them,
seeing them grasp what I’m teaching them—that’s exciting.”

The preservation program is doing a lot of cool things all at once.

We’re benefitting the cemetery and the lot owners. And equally important, we’re bringing
young people into a preservation/conservation career, where there is a demand as well as
high income-earning potential.—Mitch Rose, president of The Woodlawn Cemetery & Conservancy
Apprentice Jontae Stanley in the work- The Fayerweather mausoleum (pictured on the cover of this issue with the appren-
shop created to allow repair work to tices who cleaned and repaired it). “This is an example of a private mausoleum
be done during inclement weather. The without an endowment,” said Woodlawn President Mitch Rose, “but my position is
program’s first female apprentice, she that our responsibility is to the overall beauty of the entire cemetery. Working on
got a union job as pointer, caulker and it was good experience for the interns and apprentices, because of the technique
cleaner for Pullman Restoration, work- involving in repairing the circular roof and the diversity of stone and construction
ing on the Ford Foundation building in type. That’s the key to this program: When the interns and apprentices get a job,
New York City, Cappiello reported. they’ve already been exposed to a lot of different things and feel comfortable work-
“I am very proud of her.” ing with a variety of different materials.”
Olsen explained. “Some of the kids in this them,” he said. “They’re learning not only the interns two days a week so they get a
country are spending way too much time the skills of the trade itself but also the sense of what hardcore preservation is and
in front of a computer.” value of employment and the requirements how it’s approached, and then Rob comes
“This is a physical job, a demanding of reporting to a supervisor, being on time in and says, ‘Learn to do it faster.’”
job,” Rose said. “That’s why it pays well.” and being focused on your work while In this way, the interns learn about
Yes, the interns are paid $12 an hour you’re here—being engaged.” different job opportunities available as
whether they’re in a class or cleaning a Cappiello teaches construction skills, well as the different ways a project can be
monument. Apprentices are paid $20 an and outside instructors are brought in to approached. “We know that with some of
hour. Those who stick with it and join the teach the finer points of preservation. “Rob our statues, you would want your Q-tips-
union will earn more. has worked on a lot of historic buildings,” and-gloves approach,” Olsen said, “while
Olsen said, “but he’s a construction guy: with others, you’d just go at it with a scrub
What the interns do and learn ‘Time is money—faster, faster.’ brush and get it clean because the family’s
The program involves “immersive “Conservators come in with their showing up in a half hour for the funeral
training,” Rose said. This is not a summer gloves and Q-tips. So we use team- and if that angel doesn’t look good, they’re
job, or a job to be taken lightly. “They teaching. Someone who has worked for a going to be mad.”
must be here at 8 a.m. every day, or we fire conservation company for years teaches While Woodlawn undoubtedly has
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The Borden monument (above and right) includes a large round patio featuring
several varieties of stone, a mix of granite, slate and marble. “The pine needles fall
down and collect dirt,” Cappiello said. “Rain and snow fall and the water collects.
Anywhere water can sit you have to rinse off periodically.” Cleaning the monument
was a class project in 2016. “It was covered in about two inches of pine needles
and leaves, and probably a good half-inch of mud. We cleaned the whole monu-
ment, and we started the repointing of all the pavers.” The freeze-thaw cycle has
wreaked havoc on joints, including metal anchors. “Look at how wide this has
gotten,” Cappiello said, pointing to some of the gaps in the joints. “The force of na-
ture.” Last year, he had the interns do another cleaning. “There should be yearly, or
even twice-yearly, maintenance for something like this, to clean it off and check that
everything is in good shape. They did a pretty good job of cleaning everything out; I
can’t even yell at them,” he said with a smile. He planned to have the class return to
the monument and fill in the joints with mortar to protect them from further damage.
some advantages due to its New York the family, explaining why their
City location, many cemeteries have monument needs regular care.
nearby resources to draw on, Olsen “It’s important that they leave the
said. program unafraid to speak to people,
“If you’re in Nashville, Tennessee, whether clients or the press,” Olsen
right down the road you’ve got explained.
Middle Tennessee State University, On the first day of class, the
which has a fabulous preservation interns sign releases allowing their
program. San Antonio, Texas, has one photos to be taken and used. The
of the best programs in the country. World Monuments Fund, which has
There are historic preservation featured the program prominently on
programs all over the place, with its website, required Woodlawn to do
people who can supplement what a promotional video, and the interns
your employees can teach.” Rob Cappiello examines details on the Borden did a great job with it, Olsen said.
Woodlawn brought in a master monument, where the stonework has suffered from “They also do a fine job when they
craftsman from Pennsylvania to the weather and the surrounding evergreens. have to speak to the press.”
teach hand stone-carving, working treatment methods and products with Early during the nine-week
with a hammer and chisel. “They have Cappiello and the conservator, and then program, they earn a certificate that allows
to learn traditional methods,” Olsen said. clean their monument. “We had 16 them to work on scaffolding. That used
“They have to learn everything from field monuments cleaned in no time,” Olsen to come at the end, Olsen said, “But we
drawing to stone carving.” said, “because that’s what the kids were decided to get them off the ground earlier
When the interns start out, each of assigned to do.” in the program so they get experience with
them is assigned their own monument Each intern has to make a “me and working up in the air, wearing harnesses
project. They have to analyze it, describing my monument” presentation to their and hard hats.”
the stone type and finish. They discuss colleagues as though they’re talking to They learn to use power tools—safely.
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Contractors call us now, asking, “Have you got anybody? When are you graduating the kids?”
—Susan Olsen, director of historic services, The Woodlawn Cemetery
The Straus mausoleum (endowed, as

the sign indicates above), is one the
interns worked on. “It was covered in
moss,” said Cappiello, “it looked green,
brown and black. First we took off all
the moss and heavy stuff by hand. Then
we used D/2 and scrubbed and rinsed it
all off with a power wash. People hear
‘power wash’ and think ‘pressure wash,’
that we’re blowing things apart, but
we have it set so that it’s like a garden
hose. Then they cut and pointed all the
joints.”
“Safety is everything,” Olsen said. “Knock The interns draft a resume during their Rose said, “The conservators were asking,
on wood, we haven’t had any issues with first week at Woodlawn, and later revise ‘Are you over-cleaning?’ No, it’s just that
safety.” Safety procedures are taught by it to add the skills they’ve learned and the the thing hadn’t been cleaned for 120 years
the IMI. certifications they’ve earned. They do a and now it’s almost like new. The more
The program is designed to prepare mock job interview before going out on the D/2 (cleaning agent) is exposed to the
them for work, Olsen said. “We don’t want a real one. “On job interview day, they’re sun, the more powerful it becomes. It kills
them showing up on the job and saying, wearing khakis and white shirts and ties,” all the biological growth, and the white
‘I’ve never done that.’” Olsen said. marble shines.”
The program also includes training in Apprentices receive additional training.
certain life skills that Olsen and Rose said They are put in charge of projects and
they didn’t think about including but that learn recordkeeping. “Our CFO requires
the social service agency told them was work sheets on every project so he can
needed. demonstrate value,” Olsen said. “How
“We had to learn what their lives are many linear feet did you point? What was
like,” Olsen said. “The social service the square footage of what you cleaned?
agency joked they needed to do more How many man-hours did it take? What
sessions with me than with the kids, so that supplies did you use, and how much did
we’d understand the interns’ environment. they cost?”
It’s been a real eye-opener.” A lot of the kids say they plan to
She learned that some Latino young eventually run their own company, which
people (the Bronx is 55 percent Spanish- means they’ll need to be able handle the
speaking) translate for their elders, business end of things, Olsen explained.
and will miss work because a parent or Apprentices also supervised the
grandparent is going to the doctor and weekend interns from the school
wants them to go with them, so they have department who did some basic marble
to learn to explain to their families about cleaning. “Our funders like the apprentices
the importance of not missing work. to gain some leadership skills, so they have
They learn how to open a checking to coordinate the group,” Olsen said. The
account and handle credit cards, how to students scrubbed every piece of marble
draft a resume and handle a job interview, they could find, she said, “which made
as well as how to interact with supervisors Mitch happy.”
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Some of the repair work being done in

the indoor workshop. Woodlawn CEO
Mitch Rose created the indoor studio Ken Saul from Cathedral Stone Products gives a workshop in a studio at Wood-
out of an empty bay. “It didn’t even have lawn on how to use one of the company’s products. In exchange for space, Cathe-
a door on it,” he recalled. “It was good dral also provides training for Woodlawn’s interns and apprentices.
for pigeons—that was about it.” He add-
and small-scale, and that does limit grant contractually bound to do, we review each
ed a door, had the area retrofitted and
created an office for the resident crafts-
opportunities. and every property to see what needs to be
man in a winter studio where students Though grants will continue to be done,” Rose said.
who have had some training in carv- sought, Woodlawn is under no illusion The Preservation Training Program has
ing work on repairing and re-attaching about sustaining the program long-term enabled Woodlawn to handle a lot of the
broken pieces. “It’s the ‘broken window’ through grants, Olsen said, so they are work in-house instead of outsourcing it,
theory. I don’t want people to see any- looking into how to turn “Woodlawn U” and to get more work done as a result.
thing broken or fallen over when they into a business that eventually can sustain The program has been successful partly
drive through the cemetery, because itself. because of the enormous commitment
unfortunately, that’s what your eye’s go-
Many years ago, the cemetery had Woodlawn has made to it, especially
ing to be drawn to. We try to make sure
we do everything we can to bring these
a stone crew, but those days are long in terms of developing the crucial
monuments, mausoleums and sculp- gone. “We’re looking at transitioning this partnerships.
tures back to their original beauty.” program into a sustaining internal business “It’s all about the partnerships,”
that serves our lot owners,” Olsen said, “at Olsen said. “We have been fortunate that
Funding stepping up our annual care and endowed monument dealers have given our interns
So far, Woodlawn has paid for the program services through our preservation training tours so they can see the other options
partly by piecing together funding from the program.” available in stone work. And product
WMF, the IMI and various organizations Recently a family gave the cemetery salespeople are seeing cemeteries as more
focused on helping youth. Cappiello’s $12,000 to fix their mausoleum, and she is of a potential client base.”
position is grant-funded, and since he’s pursuing more such funding. Cathedral Stone Products, Prosoco
paid union scale, it’s an expensive one. Woodlawn has 9,000 properties with (which has a line of cleaning products
There has been some funding from a perpetual care endowment, almost 1/3 for stone buildings and has added one
individual lot owners, as well. of the entire cemetery, Rose said. In the for preservation work), D/2 (the primary
The fact that they’re providing young state of New York, “perpetual care” means marble-cleaning product, which sells a lot
people with valuable training and experi- something more than regular maintenance. to the National Park Service)—all have
ence so they can get good jobs helps them Perpetual care is supposed to cover, provided the interns with training sessions.
obtain money from groups that aren’t in via earnings on the money the family “They are more than happy to come
the business of funding the restoration of provides via a trust agreement with the out and do a demonstration workshop with
mausoleums and monuments, regardless cemetery, such things as pressure-washing you,” Olsen said. Cathedral Stone Products
of their artistic or historic value. a monument, repointing a mausoleum or now has studio space at Woodlawn, which
Nevertheless, Woodlawn is not churning replanting a begonia border. is accessible from the highway as well
out hundreds of job-ready youths each “Every year, we look at the income as via public transportation, making it
year. Its program is effective but targeted derived from that trust and, as we are an attractive alternative to a downtown
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As we clean the monuments and re-pin broken stones and foundations, we examine
the easements nearby. Then we apply to the state’s Division of Cemeteries for the right
to take some of them back and replot them as graves. This is about more than just
making the place look better; it’s also about making the place look better in areas where
we can offer new graves. —Mitch Rose, president of The Woodlawn Cemetery & Conservancy
The Mason mausoleum before cleaning.
A mausoleum that has been cleaned.
more employable, since anyone working pin broken stones and foundations, we
on historic buildings wants to see that examine the easements nearby,” Rose said.
certification.” “Then we apply to the state’s Division of
An added benefit to this partnership Cemeteries for the right to take some of
is that the interns meet the contractors them back and replot them as graves.”
coming to Woodlawn for workshops, and “This is about more than just making
a couple have gotten jobs with them as a the place look better,” Rose explained, “it’s
result. also about making the place look better
in areas where we can offer new graves.”
Revenue benefits to the cemetery Sections that are 75- or 100-years old are
A mausoleum that has been partially
Newly restored monuments not only attractive to a segment of Woodlawn’s
cleaned. As is obvioius from the photo,
the cleaning starts from the bottom. add to the beauty of a cemetery nearly customers, but offer few spaces for new
half the size of Central Park—and Rose interments.
location for the company’s training classes feels a responsibility to preserve and “We look at them with the GIS and,
for contractors. enhance Woodlawn’s beauty regardless of making sure we maintain ingress and
“In exchange for using our space for endowments—they also can play a part in egress, we remove easements that are not
a class,” Olsen said, “they’re going to do his determination to promote and prolong necessary. In many cases, the easements
a two-day certification program for the Woodlawn’s role as an active cemetery, are four feet wide, which is more than
interns to learn how to use the Jahn mortar continuing to bring in revenue. ample for a grave space.”
products, which will make them much “As we clean the monuments and re- To be interred in an older section, you
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must follow the monument make stone look better

and memorialization temporarily, but it’s not
guides for that section going to last and can do
(Woodlawn has guides more harm than good, Rose
for every section of the said. He expects the work
cemetery). If you want that’s been done under the
your memorial to be of program to last for a good
black polished stone or long time.
to include a cameo, you The Preservation
won’t be able to be interred Training Program not
in the older sections. That only serves lot owners
way, the newly-created both individually and
graves will blend in to the as a whole, Rose said, it
historic ones around them. serves the community.
“We’re keeping sections In New York, there is a
historically consistent and lot of unemployment,
appealing,” Rose said. particularly among those for
Maintaining the whom English is a second
cemetery’s beauty also language. “This is a trade
ties into what Rose that fits perfectly in our
sees as the cemetery’s community.”
battle for relevancy— Woodlawn’s interns and apprentices gather around Ken Saul from Ca- This is part of what
something with which thedral Stone Products, there giving a workshop. The interns on what Rose means when he talks
they think about the program: “I enjoy learning new things.” “People
many cemeterians can about cemeteries needing
look out for each other and push each other to do better.” “I’ve always
identify: “We need a liked construction and this is another step forward in my career.” “It’s a revolution in relevance.
revolution for relevance.” a change in environment compared to retail and food service jobs—I “Who would ever have
All cemeteries that actually enjoy this.” “I love this program because it’s hands-on and I’m thought that a cemetery
have been around for a learning something I can take with me for the rest of my life.” could offer a work-force
while have a resource development opportunity for
they can draw on, to some extent, to bring who is a big Melville fan.” the local community by being a laboratory
people onto their grounds: their residents’ The program was put together by David where they can learn what they need to
stories. Older cemeteries’ interments often Ison, Woodlawn’s director of sales and know to enter a trade that needs people?”
tell the story of a community’s changing marketing, who makes sure that people The program benefits the union by
demographics; cemeteries have residents know about the famous people interred at providing prescreened future craftsworkers
who lived interesting lives and/or played Woodlawn and what plots are available in an area where there’s a shortage. Most
important roles in the community. nearby. craftsworkers don’t get into preservation
“We have historic figures buried here,” “Not everybody wants to be buried near work until the end of their careers, Olsen
Rose noted, “so we can celebrate those Melville, but there are people who do, said. “That’s been the industry philosophy,
lives and make them relevant through social and they’re willing to pay a little more,” to give people lighter work when their
media. Every month, we celebrate certain Rose said. “The plot prices in that area are knees and back start to give out.”
personalities and talk about their historical higher than our standard prices. We sold The problem is, Olsen said, this means
context and how they are relevant today.” in excess of $100,000 worth of interment that not enough people qualify to work on
“During the contentious 2016 election, we rights in and around the Melville event.” some of the big preservation projects. “The
celebrated Elizabeth Cady Staunton of the job specs will say, ‘You have to have 10
suffrage movement. We put a small sign in Overall benefits years’ experience in this, in that, in that,’
the ground by her monument where people The program has required a lot of and that means very few union contractors
could post their ‘I voted’ stickers. We had determination and coordination, but Olsen qualify for those jobs.”
hundreds of people come to her monument and Rose are both enthusiastic about it. The IMI wants more young people
and leave their sticker on the sign.” Lot-owners are getting good quality technically trained so they will get the
To place the spotlight on another famous work performed for less than it would cost needed experience and, eventually, more
resident, “Moby Dick” author Herman if third-party contractors were hired, Rose union contractors will qualify to work on
Melville, they contacted the Melville said. The fact that the work done by interns the big restoration projects, Olsen said.
Society in New York and brought people and apprentices costs less “is allowing And, of course, the program benefits the
to the cemetery to do readings of some of us to do a lot more work throughout the individual young people who participate,
his works. “One of our readers was Arlene cemetery,” he said. Rose said. “It’s always exciting to me to
Alda (yes, Alan Alda’s wife),” Rose said, Not only that, but he knows the work talk to them and see their enthusiasm and
“and another was Kerry McGovern, from is being done using the correct methods. engagement in what we hope will be not
the New York State Division of Cemeteries, An acid wash and bleach treatment might just a job but a career.” r
IN THE DEATHCARE INDUSTRY
Dedicat and focused, Bill’s

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by Bob Killingsworth
INTERIOR DESIGN
Is walking into your funeral home akin to taking a walk down

memory lane? That carpeting ... those furnishings ... that wall color
... those lighting fixures—are they modern, fresh and welcoming
or ... not? If the answer is “not,” your funeral home might have
TFB (time flies by) syndrome. You might not have noticed till now,
but your families have, and you need to address it.
214.522.4033
bkillingsworth@jstarchitects.com
ICCFA Magazine author spotlight
➤Killingsworth is president of J. Stuart
Todd Inc., Dallas, Texas. He joined the
company in 1985, serving as lead project
architect and designer. In 1991, he and his
business partner, John Gary, purchased
the firm.
➤He received a degree in architecture
from Texas Tech University and began his
career with Southwestern Bell Telephone
Co. in St. Louis, Missouri, and Little Rock,
Arkansas, before joining J. Stuart Todd.
He is a registered architect in more than
40 states, is a member of the American
Institute of Architects and is certified by the
National Council of Architectural Registra-
tion Boards.
www.jstarchitects.com
➤J. Stuart Todd Architects (J. Stuart Todd
Inc.) is a team of architects, land planners,
landscape architects and interior design
professionals and has specialized in
design services for the death-care industry
since its founding in 1975.
Just because you have chairs rather than pews in your chapel, and have a
flat-screen TV on the wall doesn’t mean your decor doesn’t need to be refreshed.
(See facing page for the “after” photo.)
Does your funeral home

suffer from TFB syndrome?
W
e are all familiar with the It’s easy to understand how this
expression “time flies by,” and happens—everyone is busy serving families
nowhere is it more apparent and dealing with the challenges that arise
than in funeral home interiors. With more every day, but the consequences of ignoring
than 30 years’ experience in designing new the impact dated foyers, arrangement rooms
and renovated funeral homes, I cannot tell and chapels can have on families’ response
you how many times I have been told, “We to your firm can be costly, both in terms of
just remodeled a few years ago.” After I lost revenue and low staff morale.
start asking a few questions, I learn that It is interesting to compare what often
“a few years ago” in fact means 15, 20 or happens in the funeral profession with the
more years ago! fact that successful hospitality businesses
INTERIOR DESIGN
The most common

updates for chapels
included redoing the
carpeting, paint colors
and lighting, adding the
ability to handle digital
media and providing
flexible seating.
The “after” photo for the
chapel pictured on page 32.
The chairs look less formal
and are more comfortable,
as well, with cushioned
backs. Both the chairs and
the matching carpeting are
lighter. Lighting fixtures,
additional seating and
accessory pieces also
have been updated.
such as restaurants and hotels update their “interior design” something just about with government regulations—the list goes
interiors every 7-10 years. Some of the everyone notices, and that includes the on and before you know it, 20 years have
trendier establishments will update even families using your facility and their friends gone by!
more frequently. and guests. It is not unusual at all for a Recently we have had the privilege to
It is an indication of how much influence funeral home to get a note regarding dated work with some of the best funeral homes
media, television, the internet, etc. have on interiors from a savvy reality show fan. in the business that were suffering from the
our lives in general, especially in design- Families, friends, guests, clients and “TFB” syndrome. These firms updated not
related areas such as clothes, cars, travel, employees notice when “time has flown only the look, but also the function of their
architecture and interior design. by” and left yours a tired and dated facility. interior spaces to be more flexible and able
In 2000, there was one home design The good news is that they also notice and to accommodate families’ preferences and
show that changed the course of television appreciate a refreshed and updated one. changing funeral trends.
and cultural history: TLC’s “Trading The “TFB” syndrome can happen to These projects focused on updating
Spaces.” We see the impact of this program the most successful businesses. It is easy chapels, public spaces, restrooms, offices
with the multitude of design shows still for owners to be consumed by the business and staff areas. Shown on these pages are
airing on numerous networks. of doing business, dealing with changing examples of each of these types of projects.
This type of programming has made funeral trends and priorities, keeping up ➤to page 35
Questions or concerns about the

conditions in your mausoleum?
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INTERIOR DESIGN
Updating public spaces

provides an opportunity
to give the building more
style and to reflect today’s
preferences for a more
relaxed environment.
These updates include
new flooring (carpet,
wood or stone), paint and
wall covering; decorative
lighting that makes a
statement; and furnishings
that are fresh and inviting.
The before (right) and after
(below) photos of this public
area of a funeral home show the
effects of lighter carpeting and
upholstery and sleeker, modern
lighting fixtures, as well as fresh-
ened paint, on the impression a
room makes.
INTERIOR DESIGN
Restrooms are often the most

overlooked area in an existing
facility, which can lead to them
being the most discussed—
and not in a good way!
Restroom renovations can be
expensive and require careful
design attention not only to get
the look right but also to comply
with ADA requirements.
The stark contrast between the before WHEN THEY TELL YOU
(top) and after (below) photos show the
difference a bathroom makeover can
make. These renovations generally
“YOUR CREMATION PRICE
require some demolition and construc-
tion to meet code requirements.
IS TOO HIGH.”
How do You Respond?
Don’t lower your prices. Help families understand the value you
deliver. Cremation with Confidence was created to give you and
your staff the tools to defend your price.
Call us to learn more about becoming a Cremation with
Confidence provider, and exclusively license your county today.
@2018 Cremation with Confidence
(855) 890-3456 • CREMATIONWITHCONFIDENCE.COM

➤to page 36
INTERIOR DESIGN
The staff areas are often the last

places to get updated, but when
it does happen, the benefits are
worth the effort. When the staff
areas—offices, workstations,
lounges, preparation and
dressing rooms—are updated,
everyone is proud of where they
work and feels appreciated.
We have been told by clients

that having updated facilities
and state-of-the-art preparation
and dressing rooms has allowed
them to attract and retain more
qualified employees. Qualified
applicants want a career with
a firm that is progressive and
working to grow the business
and develop a professional staff.
Left, modern, professional and comfort-

able staff areas (work stations and a
kitchen/lounge area) help create a pleas-
ant working environment that makes
employees feel valued.
Below, a modern prep room is also an

important part of an up-to-date facility,
whether or not the public ever sees it.
The appearance and

functionality of your facility
needs to be monitored and
reviewed regularly. Just as
you give regular attention to
your finances, government
regulations and requirements
and staff issues, you need to
keep an eye on how families
are reacting to your facility.
A systematic review will help
identify what issues need to be
addressed and budgeted for.
Even if time has passed you
by, you can catch up with
planning, patience and profes
sional design assistance. r
by Daniel M.
Isard, MSFS
L AND DEVELOPMENT
If you have customers, you have a resource to tap

when deciding how to develop your cemetery property.
Cemetery Impossible
How to decide what to develop on remaining acreage 1.800.426.0165
Dear Dan, You can then ask them about future interment danisard@theforesight
My cemetery is 60 years old. We have 40 acres of land options: companies.com
to develop and about three acres developed for sale. • Would you want us to offer more interment ICCFA Magazine
We average 300 sales a year. The issue is, how do we options for cremation? author spotlight
determine what to develop these 40 acres into? No. ➤Isard is president of
Developmentally Delayed in Des Moines Yes: The Foresight Companies
Ground inurnment LLC, a Phoenix-based
Dear Triple D, Aboveground inurnment business and manage-
Your quandary is very easy to resolve. I strongly Indoor glassfront niches ment consulting firm spe-
recommend doing two things: Memorial sites for those who are not placed here cializing in mergers and
1. Survey your existing consumers. • Would you want us to build a mausoleum? acquisitions, valuations,
2. Hold public meetings. • Would you consider buying a crypt? accounting, financing and
customer surveys.
Never in the history of communication has • Would you consider buying a niche?
conducting a survey been The survey should be done ➤He is the author of
easier than it is today. Today we electronically. You will get just several books,
can send a survey to families as many results as you would and frequently speaks at
industry conventions.
and ask them questions about with a paper survey, and faster.
how they see their relationship Also with an electronic survey, More from
with us. if someone drops out before this author
You should be surveying your families throughout completing it, the partial result is recorded. ➤Educational informa-
the year. Ask them how satisfied they were with the You should routinely survey your families. If you tion, including copies of
process of working with your cemetery. This can collect email addresses, you can communicate with this article, can be found
include questions such as: your families easily and frequently. You can keep at www.theforesight
• Why did you elect to purchase a grave at our the families you have a relationship with informed companies.com
cemetery? of your plans, operations, outreach and updates. You ➤You can follow Isard
• Why did you choose the section you chose? can let them know about new ideas and issues, let on Twitter at @f4sight,
• Why did you choose the number of graves you them know your point of view and solicit theirs. LinkedIn and “like” The
chose at this time? If your cemetery has a community area where you Foresight Companies on
• What did you appreciate about the way we can seat 50 people, you can host public meetings. You Facebook.
served you? can hold educational workshops, aftercarerelated Editor’s note
• Who in our organization gave you exceptional gatherings or meetings to talk about your cemetery’s
The Cemetery Impossible
service? future plans. Feel free to call meetings to unveil column is written by the
• Were you satisfied with the price you paid for: (pardon the pun) new areas for development. staff of The Foresight
Interment rights? Any chance to bring people onto your property Companies. If you
Memorial merchandise? is good. Coming to a cemetery or combination have a question you
property without the stress of a funeral or interment want to be featured in
With that being established, you can then ask gives a family a chance to see and truly appreciate this column, please
questions about the future of your business: its beauty and what it offers as a place for send it to danisard@
• Would you make use of an outdoor gathering memorialization and remembrance. f4sight.com. Dan Isard
place for memorial events? This will also make them more interested in partici or a member of his
staff will call you to get
• What features would you like to see in a pating when you ask them for input about the direction
more information and a
memorial gathering place: your cemetery should take in planning for the future.
recommendation will be
• Indoor or outdoor? After implementing this survey and bringing provided via this column,
• Ability to play music? people in for meetings and presentations, you will helping not only you
• Cooking or grilling capability? have a clear picture of what your master plan needs but also others who are
• Seating? to include. r facing similar challenges.

by ICCFA Magazine columnist
Todd W. Van Beck, CFuE
PROFESSIONAL DEVELOPMENT
vanbeck@
guptoncollege.edu; Filling out forms might be the least liked part of a funeral
toddvanbeck@
gmail.com or cemetery professional’s job, but it’s best to learn how to make
ICCFA Magazine doing so an integral part of the sales and service process.
author spotlight
The keys to service:

➤Van Beck is one
of the most sought-
after speakers and
Learn to deal with forms

educators in funeral
service.
“O
➤He is the director of continuing educa-
tion for John A. Gupton College, Nashville,
h, these forms!” “I am up to here have to conclude that in our line of work,
Tennessee.
with forms!” “Oh for the good ole’ both in funeral and in cemetery service,
www.guptoncollege.edu
days when we made a sale on a includes a business, contractual aspect to
➤Van Beck is dean of ICCFA University’s handshake!” “This is all lawyers’ monkey it that requires accuracy, the written word
College of Funeral Home Management business!” Forms, forms and then more and, oh, yes, signatures—sometimes a lot
and received the ICCFA Educational forms! of signatures.
Foundation’s first ever Lasting Impact
Can we make an inventory of forms It might even be possible to say that
Award in 2014.
required or at least used in our profession? the funeral/cemetery financial experience
GPL, casket price list, outer enclosure is, in the end, a pure business transaction.
f
“Like” Todd Van Beck
on Facebook today!
price list, statement of goods and services, Terms, conditions, prices, signatures,
embalming case report, interment order, Social Security numbers and payment
MORE FROM THIS AUTHOR interment authorization, hold harmless options are all a part of the final contract,
agreements, disclaimers, clergy record, so that seems to me to be a true business
➤Van Beck’s book death certificate, firstcall form, Social agreement.
“Reverence for the Dead:
Security forms, Veterans Administration Because of this reality inherent in the
The Unavoidable Link,”
addresses in detail the forms, IRS forms, ADA forms, wage and offering of goods and services to the public
ethical standards of car- hour forms, release of personal property there is the inevitable matter of forms. I
ing for the dead and the forms, burial/transit permits, Christian must confess that for years I disliked forms
ethical consequences of burial permits, floral and remembrance tremendously, and felt that it was a burden
not doing so. forms, music selection forms, DOT forms, to my bereaved clients. Lord, was I wrong!
www.amazon.com payroll forms, worker’s compensation Business forms, perhaps forms of
forms, annual federal tax return forms, any type and kind, have historically in
➤Van Beck’s new book asset acquisition forms, sales tax report our beloved vocation been a bane on the
“The Story of Crema- forms, OSHA forms, state board forms … psychological health of scores of funeral
tion,” walks the reader You can probably add hundreds more and cemetery professionals. I believe
through the history of to this list, but you get the general drift. it is safe to say that, historically, most
cremation, its historical We exist in a society where there’s been an funeral professionals did not like forms. I
uses to its use today. It explosion of forms. Forms are everywhere. believe it is safe to say that today funeral
concludes with a discus- When I had open heart surgery, on professionals do not like forms any more
sion of the downsides of one visit to the hospital to get ready to than our ancestors did. They certainly use
cremation. go under the knife, I was asked to fill them, but they don’t love them.
www.amazon.com out the exact same fourpage form four The reasons for this attitude toward
different times in the same building! When forms are numerous. Just a few: There
I asked someone why I was filling out seems no good time to fill them out; they
the same form over and over again, she take too long to deal with; mistakes have to
just shrugged her shoulders and mumbled be corrected; clients get impatient; we get
something about “she didn’t know why.” impatient; it is embarrassing to calculate
To be fair, the surgery was a success, the cost of the goods and services in front
the surgeon was a genius and the nurses of the client family (doesn’t it violate the
were heavensent. But I still don’t know sacredness of our great profession?); and,
why I had to fill out the same form four even worse, all the time the poor bereaved
times in a single day. family clients are twiddling their thumbs in
Despite these observations about the the conference room waiting and waiting
extent to which forms infiltrate our lives while we fiddle with these blasted forms.
being somewhat tongueincheek, we Many of us do not like forms, but we
PROFESSIONAL DEVELOPMENT
Instead of waiting (some of us were taught to tackle the forms at the very end of the conference),
try to make the filling out of forms an integral part of the process and take care of them
throughout the interview conference. Make pesky forms an ally rather than an enemy.
have to fill them out, or else we will be in cemetery charges, the certified copies of Never did I see any intentional fiddling
trouble with the state or federal government, the death certificate, flowers and other cash with funeral costs by a funeral professional—
or, even worse, we might not get paid. advance items. never—even though people like Jessica
Therefore, we need to simply bite the The problem was that the firm’s gentle, Mitford had other ideas about the integrity of
bullet, so to speak, and make sure the tender protocol was that we would wait until people in our profession.
necessary forms get filled out during the three or four days after the funeral was over I have found most people are patient.
service and sales process. At times, this can and make an appointment to see the family to As in my experience in filling out the same
be done quickly and unobtrusively. formally present to them the final funeral bill. form four times in one day, most people are
For example: “Before we move on, Mr. By then, the fee in silver metal figures conditioned to blindly submit to answering
Jones, there is a short form we must fill in. on the casket was increased by ancillary questions as an inevitability of life.
Should you have any reservations about any purchases, many times totaling hundreds of The exception, of course, is when they
of the questions, please let me know as we dollars. Naturally and understandably, most have been asked the same questions over
come to them, and we’ll try to see what’s families did not keep a running tally as to just and over again by different agencies or by
involved.” how much they had spent—even we didn’t different people in the same agency. When
In other words, instead of waiting (some keep a running tally. people balk during those circumstances,
of us were taught to tackle the forms at the The family found out how much they one can hardly blame them. In the end, I
very end of the conference), try to make the had actually spent when the funeral bill was did balk at the hospital, and wrote a firm
filling out of forms an integral part of the presented to them in a blue velvet envelope, letter of protest. I felt very good after
process and take care of them throughout the days after the burial had taken place composing the letter, but of course I never
interview conference. Make pesky forms an (cremation was basically unheard of). received a reply.
ally rather than an enemy. Suffice it to say the concept of sticker We should face this situation. If a client
shock is not exclusive to the automobile family can perceive from our behavior that
Case study industry. I can well remember people’s they can state their reservations—that they
As odd as this story is going to sound, back in expressions being one of shock and dismay can question our questions about absolutely
1968, this was the way of things concerning when they saw what they owed. anything concerning our services to them—
the protocol and etiquette of handling the As controversial as the Federal Trade then we should encounter little difficulty
delicate task of presenting a bereaved family Commission’s Funeral Rule was when in filling out forms as we go through the
their funeral bill. The firm I worked at was introduced, it did eliminate such overdone interview.
naturally on “unit” pricing, which meant that dramatics surrounding the undertaker’s This does require us to accept those
one number, usually silver metal numbers on delicate billpresentation duties. annoying funeral, cemetery and cremation
the casket, covered everything. To be fair, we sincerely thought that our forms as important. At the very least,
When a client family purchased a procedure in handling this financial obligation they are among the pesky inevitabilities
casket, they also got embalming, transfers, this way was the best thing for the grieving of living and doing business in the 21st
visitations, vehicles—everything except the family. century. r
Investing for the future — because forever is a long time

With more than 20 years’ experience in managing endowment care funds, we’ll help ensure they withstand the test of time —
long after the last plot has been purchased. Call for a complimentary review of your endowment care investments.
Pat Severo, CIMA®, AWM
SB Wealth Strategies
Managing Director – Financial Advisor
9665 Wilshire Boulevard, 3rd Floor | Beverly Hills, CA 90212
Phone: (310) 205-7797 | Toll free: (866) 657-8876
Fax: (310) 205-7727 | pat.severo@rbc.com
Non-deposit investment products offered through RBC Wealth Management are not FDIC insured, are not a deposit or other
obligation of, or guaranteed by, a bank, and are subject to investment risks, including possible loss of the principal amount invested.
© 2017 RBC Wealth Management, a division of RBC Capital Markets, LLC, Member NYSE/FINRA/SIPC.

Supply Line
n HOLLAND SUPPLY, Holland, Michi- charcoal finish are hinged and feature an iron-
gan, has introduced its new cremation finished gun barrel door latch. There are four
division, Holland Cremation. The new divi- glass shelves. The Naomi is 84 inches tall, 39
sion offers a full line of cremation supplies, 1/2 inches wide and 18 inches deep.-
including ID discs, cremation rollers, clean 616.772.9131; www.howardmiller.com
out brushes and the new temporary cremains n PASSARE, San Fran-
container with a secure, tight, easy-open lid. cisco, California, has pro-
The high-impact polypropylene container moted Kelsey Swearingen
provides 212 cubic inches of storage space. to director of operations
1.800.527.8818; jw@hollandsupplyinc.com; and support. She joined the
www.hollandsupplyinc.com company in 2015 and has
n PASSAGES INTERNATIONAL, been lead account success
Albuquerque, New Mexico, has updated the manager. She has more than
construction and quality of their willow Swearingen 10 years of experience in
carriers. The new carriers are built with customer service. She has a degree from
reinforced paulownia wood bases to improve Hardin-Simmons University.
Holland Supply’s box and mailer, two structural integrity. They also now include 925.968.9495; www.passare.com
of the company’s new cremation divi- a pillow alongside the eco-friendly lining to
sion’s products. n FUNERAL DIRECTORS
improve the product for families. LIFE INSURANCE CO.,
Passages also has introduced a sec- Abilene, Texas, has named
ond, smaller size of carrier, which can be Chuck Salser as market cen-
shipped nested in the larger one to reduce ter manager for Oklahoma
the carbon footprint of shipping and the and Kansas. Salser has been
required storage space for inventory. The in sales management in the
new carriers are certified fair trade by funeral profession since 2008
Traidcraft, ensuring that those manufac- Salser and spent two years managing
turing them are paid fairly, work in a safe his own consulting business. Prior to that, he
environment and are able to afford necessi- was an associate pastor and TV meteorolo-
One of Passages’ willow carriers, with
a shroud inside.
ties such as education and healthcare. gist. www.funeraldirectorslife.com
The carriers are in full compliance with
most green cemeteries’ burial require- n MEMORIAMS.COM,
ments. 1.888.480.6400; Denver, Colorado, has hired
sales@passagesinternationalcom; Spencer Heintz as product
Heckman’s
Felix chair, www.PassagesInternational.com marketing specialist/trainer.
available In sessions accredited for CE
n HEKMAN, Zeeland, Michigan, has credit in most states, he will
through
Cressy Memo-
introduced the Felix chair, a variation of offer education on obituary
rial. a standard wing chair. It features angu- best practices and submission
lar wings which blend with transitional or Heintz guidelines. He has a degree in
contemporary styles and is available in hun- Spanish from Arizona State University, and
dreds of fabrics. Available features include spent four years at Level 3 Communications.
down-filled cushion or extra-firm cushion; Memoriams is an Ancestry company.
mosture-barrier decking to help with spills www.memoriams.com
or leaks; and choice of stain finish on wood.
1.866.763.0485; n SECURITY NATIONAL LIFE IN-
www.heckmancontract.com SURANCE CO., Salt Lake City, Utah, has
hired Gina Jacquot and Mitchell Sabin as
n HOWARD MILLER CO., Zeeland, team sales leaders. Jacquot will be in charge
Michigan, has added new curio cabinets of the East-Central Mississippi area and
to its line. The Tyler III cabinet is finished Sabin will be in charge of the Northern Loui-
in espresso on hardwoods and veneers. The siana area. Jacquot has been in the funeral
sliding front door can be locked and the business since 2005, working as a funeral
halogen lighting illuminates collectibles and director and preneed family service advisor.
mementos. The back is mirrored and there are Sabin has been in the funeral business for
six adjustable shelves. The Tyler III is 78 1/4 more than 30 years and has a varied sales
Howard Miller’s new curio cabinets, inches high, 42 1/5 inches wide and 17 inches
the Tyler III (left) and the Naomi. management background. He has a degree
deep. The arch-topped Naomi cabinet has an in business administration/marketing from
aged java finish, wire brushed for a reclaimed Grantham University.
wood appearance. The arched doors with a www.snlpreneed.com
S U P P LY L I N E • Funeral homes
• Cemeteries • Crematories
Presenting a check to the Pat
Harrison Cancer Resource • suppliers
Center are, from left, Sharon • pet loss proFessionals
Engleman of Private Label;
Chad Qualkenbush, Scott
Funeral Home director; Billy
Scott, president of Scott Fu-
Submit your news
neral Home; Debbie Pirtle, pa-
tient navigator; Abby Parrish, to ICCFA Magazine
What’s going on?
and Lindsey Neely, manager,
have you held a groundbreaking or
community events manager
with Norton Healthcare. grand opening for a new facility?
hired or promoted someone?
n PRIVATE LABEL, Indianapolis, Iowa, insurance holding company. GWIC
Is your company offering a new or
Indiana, recently donated $500 to the Pat is a privately held, family-owned firm
updated product to cemeteries and/or
Harrison Cancer Resource Center, Jef- founded in 1983 by John E. Lingquist, the
funeral homes?
fersonville, Indiana. The company gave its company’s CEO and chair. It is licensed to
distributors the chance to nominate a project do business in 46 states and the District of have you recently held an unusual
or nonprofit organization to receive the do- Columbia. American Republic plans to re- service or a successful seminar at
nation. Scott Funeral Home nominated the tain key leaders and grow GWIC’s business. your location?
center. Private Label is a division of Flanner A multi-year lease has been signed to keep have you added a grief therapy dog to
Buchanan. 317.454.7070 the company’s headquarters in Ogden. your staff?
www.BuchananPrivateLabel.com 1.866.689.1415; www.gwic.com share your news with colleagues all
n THE CENTER FOR LOSS AND n NATIONAL GUARDIAN LIFE, over the world—send it in to iCCFa
LIFE TRANSITION, Fort Collins, Colo- Madison, Wisconsin, has appointed four Magazine! it’s a simple way to receive
rado, has scheduled its training session new members to its board. The new some well-deserved publicity for you &
for funeral directors on the “why” of fu- members are Amie Goldman, president your staff & to share ideas with peers.
nerals for June 18-20, 2018. The three-day of The Management Group, a Medicaid What to do:
workshop facilitated by Dr. Alan Wolfelt is provider of consumer-directed long-term
n Write it down. it doesn’t have to be
entitled “Opening Your Community’s Eyes care services and support for older adults
written perfectly (that’s why we have
to Why We Need Funerals.” The purpose and adults with disabilities; Erik Johnson,
editors)—it just needs to include the
of the training is to educate and motivate chairman and CEO of Hy Cite Enterprises,
facts. remember the basics: Who,
funeral directors so they can in turn educate a direct-to-consumer sales organization of
What, Where, When & how (and
families. A companion workbook, posters home cookware, water filtration systems,
sometimes Why).
and brochures, written by Dr. Wolfelt, are juicers, cutlery and other household prod-
included. ucts; David Kruger, chairman and CEO of n send it in:
970.226.6050; www.centerforloss.com the Fiore Companies, a private commercial ➤ Email your Word document or pdf as
n MKJ MARKETING, Largo, Florida, real estate company located in Madison, an attachment to sloving@iccfa.com,
is addressing innovation in its winter Wisconsin; and Daniel Olszewski, director or write your release in the body of your
seminars. The seminars, which will be of the Weinert Center for Entrepreneurship email. please include your full name
offered February 26-28, 2018, at Vail, at the University of Wisconsin – Madison. and title and the company’s name and
Colorado, and March 19-21, at Clearwater The new directors bring the total number location in the body of your email.
Beach, Florida, will compare and contrast of board members to 12, of which 11 are
➤ photos—high-resolution, rGB
superior performers with mediocrity by independent.
jpgs—can be emailed, Dropboxed
presenting case studies from successful 1.877.402.5900; www.nglic.com
or mailed on a disc. photos must be
businesses. During this period of industry n DIRECTOR’S CHOICE ASSIGN- suitable for magazine printing, not for
transition, some owners are experiencing MENT SERVICES, Abilene, Texas, has use on the internet. make sure your
their best business years ever, while others launched an all-new claim submission e-mail program isn’t “helping” you by
are struggling, competing for minimum cre- system. Along with the new system, Direc- “maximizing” photos for emailing (that
mation business. Why the disparity? Some tors Choice Assignment Services is also means it’s reducing the resolution). if
firms have innovated while others suffer introducing a lower fee structure and less you’re scanning in glossies, they must
from clinging to a 1950’s business model. paperwork for funeral homes. As a division be scanned in at a minimum of 300 dpi
1.888.655.1566; www.mkjmarketing.com of Funeral Directors Life, Directors Choice at the size they are to be printed.
n GREAT WESTERN INSURANCE Assignment Services is now accessible
CO., Ogden, Utah, has signed a agree- through the Funeral Directors Life Online Questions? Need some guidance?
ment to be acquired by Amercan Repub- Access portal. Email ICCFA Magazine
lic Insurance Co., a subsidiary of Ameri- melanie.carr@directorschoiceservices.com Managing Editor Susan Loving
can Enterprise Group Inc., a Des Moines, www.directorschoiceservices.com. at sloving@iccfa.com.

S U P P LY L I N E
n CRESSY MEMORIAL, Mishawaka, novation Award for the successful implemen-

Indiana, is again sponsoring an interior tation of a new or updated product, service
design award for the memorial profession. or program that results in a measurable
This year’s focus is on hospitality areas. Any- improvement in the company’s performance,
where families or visitors are welcomed and, processes or brand strength.
perhaps, offered a beverage, is a hospitality Also, Jim Carson, senior media produc-
space. Businesses with less square footage tion specialist, received the Outstanding
may use a lobby or office space to welcome Teamwork Award for an outstanding member
families, while larger facilities have hospital- of a project team who has demonstrated
ity rooms which accommodate crowds. enthusiasm, cooperation, problem-solving
To enter, submit photo(s) of the hospitality skills, commitment to success and a con-
area. Tell Cressy what visitors find comfort- sistently positive attitude. Sharon Teale,
ing about the space and your brand of hospi- director-licensing and compensation,
Above, Baker Stevens Parramore Fu-
tality. Share what might set you apart from received the Enduring Impact Award for a
neral Home, Middletown, Ohio, winner
of the 2017 design contest sponsored other businesses. Send entries to maryanne@ significant, long-term contribution or body of
by Cressy Memorial. Entrants for this cressymemorial.com. Use the subject title: accomplishments to Homesteaders making
year’s contest are due March 31. Below, Entry – Best memorial industry hospitality a lasting impact on the company’s success.
the gallery clock that is the prize. area. The deadline for entries is March 31, 1.800.477.3633; www.homesteaderslife.com
2018. The winner will be announced May 7. n The CASKET & FU-
The price is a 46-inch Howard Miller Avante NERAL SUPPLY ASSO-
gallery clock. CIATION OF AMERICA,
Cressy is also now offering the memo- Lake Bluff, Illinois, has an-
rial industry direct access to the Utter- nounced its offers for 2017-
most Co. brand of home décor, at special 2018: President Rodney Rob-
industry pricing. inson, president of Southern
1.866.763.0485; www.cressymemorial.com Craft Manufacturing, Loretto,
Robinson Tennessee; Vice President
n NEW MEMORIALS DIRECT, Gig
Harbor, Washington has released its new Christopher Boots, C.J. Boots Casket Co.,
peronalized comfort stones. These sterling Anderson, Indiana; Treaurer Michael Mims,
silver keepsakes are completely customizable Cherokee Casket Co., Griffin, Georgia; and
with just about any image, from fingerprints Immediate Past President Gerald “Jerry” Bur-
to photos, and are small enough to be carried chett, PPG Industries, Brazil, Indiana. Newly
One of New
in a pocket or purse. 877.995.8767; elected directors serving three-year terms are
Memorials
Direct’s new service@newmemorialsdirect.com; Shannon Robinson, Matthews Aurora Funeral
sterling silver www.newmemorialsdirect.com Solutions, Richmond, Indiana; Greg Beavers,
personal- Wise Products Inc., Honey Grove, Texas;
n FRONTRUNNER PROFESSIONAL, and Bill Jones, Tiedemann-Bevs Industries,
ized comfort
stones. Kingston, Ontario, has released FuneralPay, Richmond, Indiana. They join returning
a suite of tools giving families more fexible directors Kim Graham, Nomis Publications,
options for paying for final expenses. , Youngstown, Ohio; Craig Warner, Paragon
Funeral homes can take payments to ac- Casket, Richmond, Indiana; Scott Jones Jr.,
counts online, as well as start a crowdfund- Service Casket Co., Columbus, Georgia; Pat
READERS: To find the products and ing campaign to assist with final expenses. Duckers, Artco Casket Co., Lenexa, Kansas;
services you need online, go to www.iccfa. At-need and preneed funeral financing also Justin Thacker, Thacker Casket Manufactur-
com for the Supply Link Search are available. Insurance assignments process ing, Clinton, Maryland; and Dan Sauder,
Engine, the fastest way to find is streamlined through an integration with Sauder Funeral Products, Archbold, Ohio.
the products and services you C&J Financial.
need at your funeral home, gbuckley@cfsaa.org; 847.295.6630;
1.866.748.3625; www.FrontRunner360.com www.cfsaa.org
cemetery or crematory.
n HOMESTEADERS, Des Moines, Iowa, n LOYAL CHRISTIAN BENEFIT
SUPPLIERS: Send your press releases
has announced the recipients of its annual ASSOCIATION, Erie, Pennsylvania, has
about your new products and services,
and about awards, personnel changes peer-nominated Homesteaders Heroes partnered with GOLDEN CONSIDER-
and other news to sloving@iccfa.com for awards. Rob Aeschliman, network admin- ATIONS, Dallastown, Pennsylvania, to
inclusion in Supply Line. istrator, received the Rising Star Award, for offer LCBA’s line of preneed products in
demonstrating eagerness to learn, commit- Pennsylvania, Ohio and Kentucky.
ment to Homesteaders and engagement with 1.800.234.5222; www.lcbalife.org
the company and peers early in his or her 1.800.405.4232;
career. Raisa Brodskiy, senior document www.goldenconsiderations.com r
management/QC specialist, received the In-
Send in news about your cemetery, funeral home, crematory or association to sloving@iccfa.com. If you publish a newsletter,
please email a copy to sloving@iccfa.com or mail to: Susan Loving, ICCFA, 107 Carpenter Drive, Suite 100, Sterling, VA 20164. Update
Above and below left, the Donate Life float for the 2018 Rose Parade. The float, for which Service Corporation International
was a major sponsor, received the award for most outstanding presentation of the Rose Parade theme. Below right, SCI rep-
resentatives with families of organ donors, who helped put the finishing touches on the “floragraphs,” the photos of donors
created from plant materials for use on the float. (Rose Bowl floats must be made of natural materials.)
walking beside it during the Rose Parade.

“The Donate Life Rose Parade float helps
raise awareness of the important cause of
organ donation and helps our client families
celebrate the lives of their loved ones while
healing during a time of loss,” said Phil Ja-
cobs, senior vice president and chief market-
ing officer at SCI. “We are passionate about
n SERVICE CORPORATION INTER- and has helped many client families honor the cause and for the past 10 years it’s been
NATIONAL, Houston, Texas, and its brand, their loved ones with a portrait featured on our honor to support Donate Life’s mission
Dignity Memorial, were major sponsors of the Donate Life float. of increasing the number of organ donors
the Donate Life float that appeared in the Underscoring the importance of organ around the country to help save lives.”
129th Rose Parade on January 1, 2018, donation, these portraits, called “floragraphs,” In preparation for the Rose Parade, Dig-
in Pasadena, California. This was the 10th are made of flowers, seeds, beans and other nity Memorial locations across the country
year that SCI participated in Donate Life’s natural materials. Living donors and recipi- hosted floragraph finishing events in the
annual tribute to organ, eye and tissue donors, ents also bring the float to life by riding or weeks leading up to the parade. At the events,

U P D AT E
Attendees
enjoying
the CCMS
gala includ-
ed (right)
Bradley
Chute and
(far right)
ICCFA
Cremation
Program
Coordina-
tor and
Cremation
Counsel
Poul Lemasters, Esq., a CCMS alumnus, and Shelby Kaylor.
family and friends paid tribute to their loved for Multicultural Affairs in Transplantation, There are 22 states that require some form of
ones, who had made organ, eye and tissue and the CEO of OneLegacy and chairman of cremation certification. We at CCMS believe
donations, by putting the finishing touches on the Donate Life Rose Parade Float. it is time that a regionally and professionally
their floragraph portraits. SCI is the largest provider of death-care accredited, degree granting, death-care edu-
Additionally, as a part of Donate Life’s products and services. It owns and operatres cational institution provide the highest quality
celebration of its 15th annual Rose Parade 1,509 funeral homes and 476 cemeteries education and training within a campus-based
float, Dignity Memorial sponsored the in 45 states, eight Canadian provinces, the crematory, offering assurance that death care
new “Making a Difference Rose Dedica- District of Columbia and Puerto Rico. practitioners receive the education and train-
tion Program,” which presents honorary n CINCINNATI COLLEGE OF MOR- ing required to become technically and ethi-
silk roses to recognize and give thanks to TUARY SCIENCE, Cincinnati, Ohio, cally grounded cremationists,” said Lechner.
organ procurement organizations, transplant recently hosted a “Transforming Death The event honored CCMS 1974 alumnus
centers, eye banks and tissue banks across the Care Education” gala. “CCMS, the oldest Kenneth A. Cahall, president of the National
United States. Those roses were placed on mortuary college in the nation, unveiled its Funeral Directors Association. More than
the Donate Life float by Dignity Memorial plans for transforming death care education” 300 alumni and friends attended the evening
representatives, the CEO and president of the said Jack E. Lechner Jr., CCMS president and at Paul Brown (Bengals) Stadium’s East
American Association of Tissue Banks, the CEO. Central to the initiative is the establish- Lounge. Guests enjoyed a spectacular view
CEO and president of the Eye Bank Associa- ment of an educational cremation center on of the Queen City skyline through the venue’s
tion of America, the program manager of the CCMS campus. 62-foot floor to ceiling window overlooking
NATCO, The Organization for Transplant “When I started in funeral service, the the banks of the Ohio River. Jack E. Lechner
Professionals, the CEO and president of Life- national cremation rate was 5.69 percent. In Jr., CCMS president and CEO, presented
Share Transplant Donor Services of Okla- 2016 the national cremation rate reached 50 Cahall with a framed United States flag with
homa, the past president of the Association percent and is projected to keep growing. a certificate documenting that it was flown
over the Tomb of the Unknown Soldier at
Pictured with Arlington National Cemetery. Cahall is the
toys collect- 12th CCMS alumnus to be installed as NFDA
ed for Opera- president.
tion ELF are, CCMS also has inducted its first four
from left, members into its new Hall of Fame. The
Connecti-
four have all served as president of the
cut Funeral
Directors National Funeral Directors Association. They
Association are Kenneth A. Cahall, CFSP, current presi-
Executive dent; and past presidents Robert L. Shank
Committee Sr., CFSP; Dwayne Spence, CFSP; and
member William C. Wappner, CFSP. All four are also
Thomas J. past presidents of the Ohio Funeral Direc-
Tierney; tors Association. The Cincinnati College of
2018 Presi- Mortuary Science and the NFDA both were
dent Edward
established in 1882.
J. Sheehy
Jr., CFSP, n Members of the CONNECTICUT FU-
CPC, CCO; NERAL DIRECTORS ASSOCIATION,
Executive Committee member Melissa Melin-Miles; 2017 President Robert L. Muccino Wethersfied, Connecticut, collected toys for
Jr., Executive Director John F. Casciio; Immediate Past President Howard K. Hill, CFSP, the Connecticut National Guard Service
CPC, CCO; and Executive Committee member Jacqueline Teske.
PLEASE CALL FOR INFORMATION ABOUT OUR MONTHLY SPECIALS
U P D AT E
Member & Family Support Center’s
Operation ELF program. This is the 12th
year the CFDA has contributed to the Opera- TM
tion Embracing Lonely Families program.

In addition to encouraging donations from K EE S
funeral directors and suppliers, the associa- PSAK E PENDANT
Gold Urn Gold Fish (Ichthus)
tion recruited 39 funeral homes to serve as
community collection sites for toys and gift
cards. Close to $6,500 worth of gift cards,
toys and cash were collected. Operation ELF
assists military families with a loved one in
the deployment cycle. Funeral directors and
their suppliers carried hundreds of unwrapped
toys and gift cards to the CFDA’s 129th
Gold Cylinder White Gold Heart Sterling Silver Casing Gold Filigree Heart
Annual Convention. The association then with Gold Star of David with Glass Cylinder
brought all of the items to Hartford in time
for the Connecticut National Guard Service- The opportunity to choose a Keepsake Pendant presents itself only once.
Member & Family Support Center’s annual The comfort a Keepsake Pendant offers, lasts a lifetime.
holiday party. 800-788-0807 Fax 608-752-3683 www.madelynpendants.com e-mail orders@madelynco.com
n FOUNDATION PARTNERS GROUP,
Orlando, Florida, haas acquired Cesarz,
Charapata & Zinnecker Funeral Home, LED Lighting Solutions
Waukesha, Wisconsin. The acquisition for Memorial Products
increases the number of Foundation Partners
locations to five in the central Wisconsin
E N E R G Y S AV E R
region. The firm started in 1897, operating
under the current name since 1993.
LED light bulb for Crypt
n CARRIAGE SERVICES, Houston, & Niche Fronts
Texas, has acquired two funeral homes Warm color for Bronzes
in Colorado. Carroll-Lewellen Funeral &
Cremation Services in Longmont is an over- E A SY TO
T O I N S TA L L
200 call location. Viegut Funeral Home in www.septechnologies.com
Loveland serves more than 450 families each
year. 1 877 515-4672
n FERNCLIFF CEMETERY, FUNER-
AL HOME, CREMATORY & ARBO-
RETUM, Springfield, Ohio, has launched
a new website. The cemetery was officially
dedicated on July 4, 1863, and installed a
crematory in 2012. The new site, constructed
by Kanet Advertising, includes a message
from Superintendent Stan Spitler pointing out
the cemetery’s ability to serve families who
choose cremation, including those who would
like a service onsite using the cemetery’s
chapel.
ARE YOU ATTENDING THE
n Students at PITTSBURGH INSTI-
TUTE OF MORTUARY SCIENCE, ICCFA CONFERENCE IN
Pittsburgh, Pennsylvania, collected toys
and monetary contributions to provide
APRIL?
a Christmas breakfast for local children.
They entertained neighborhood children and
helped provide Christmas breakfast at the
Kingsley Association Family Support Center.
They also helped make sure each child had
their picture taken with Santa and received
Christmas toys. r

I C C FA N E W S
Attend 2018 ICCFA University & see what’s new

G
ear up to network and share ideas Land Management
at ICCFA University, July 20-25, & Grounds Operations
2018, in the Fogelman Executive • Dean Gino Merendino
Center at the University of Memphis in Exceptional cemetery service starts with
Memphis, Tennessee. ICCFA University the grounds and operations department.
is a five-day program designed to offer Without effective land management and
instruction and networking opportunities in a commitment to an attractive, well-
a college-campus setting. You can attend for maintained property, there will be no
a year or two, or you may go on to complete sales or service. You’ll learn how your
four years and become an ICCFAU graduate. grounds management team can succeed
There are eight colleges to choose from: and continuously improve interments,
21st Century Services landscaping, buildings, grounds maintenance and exceptional
client experience and satisfaction.
• Dean Glenda Stansbury, CC
How do you respond to a family who says, “We don’t want a Leadership, Administration & Management
traditional funeral?” You’ll learn how to go beyond tradition with • Dean Gary M. Freytag, CCFE
innovative offerings. Become certified as a funeral celebrant The cemetery, cremation and funeral service profession is
trained to provide meaningful alternatives to clergy-led services. changing, and so are the skills needed to manage and lead
Cremation Services effectively. You’ll receive solid, relevant, results-focused
training targeted at today’s required core competencies.
• Dean James R. Starks, CFuE, CCrE
Cremation doesn’t have to mean “no service” or “no Sales & Marketing
memorialization.” You’ll discover how to better serve families, • Dean Gary O’Sullivan, CCFE
improve cremation operations and increase your company’s The principles of sales and marketing don’t change, only
cremation-related revenues. You’ll also earn three types of technique and application do. Learn how to take the tried-
certifications: operator, administrator and arranger. and-true principles of cemetery and funeral sales and apply
NEW: Hospitality & Event Planning them within today’s highly mobile, multi-cultural, high-tech,
information-driven marketplace.
• Dean John Bolton, CCE, CCrE, CSE
New to the ICCFAU! This college is designed to give students There are two graduate programs which do not count
a foundation in funeral home/cemetery hospitality and catering toward graduation, but can be completed after graduation:
management. Classes will cover topics ranging from basic event • Master’s Program
planning and the essentials of the hospitality and catering markets • CEO Program
to interpreting financial budgets, leadership and catering team Funeral directors can earn up to 25 CE credits, pending
management. individual state approval. (The ICCFA no longer applies for
International Studies continuing education credits in Pennsylvania due to onerous and
expensive filing requirements.) ICCFA members applying for
• Dean Jim Hammond
designations through the association’s certification program will
Globalization is making the world a smaller place. Be sure you
earn a total of 80 points toward certification upon completion of
know how to serve families of all nationalities and religious
each college.
backgrounds in your community. You’ll learn about the funeral
customs of all major religions and population groups from around
Deadline to apply for scholarships is February 19
the world.
There’s still time to apply for ICCFAU scholarships; the
Funeral Home Management deadline is February 19. Applicants must be ICCFA members
• Dean Todd Van Beck, CFuE in good standing and have been employed in the cemetery,
Too many managers consider “creativity” someone else’s cremation and funeral profession for a minimum of two years.
department. In funeral service, creative management is To learn more about other scholarships available,
the key to differentiation. You’ll learn Dr. W. Edwards including the Women In Leadership scholarship, visit
Deming’s creative service management system and its specific www.iccfa.com/scholarships. To learn more about ICCFAU,
applications to our profession. visit www.iccfa.com/university/. q
I C C FA N E W S
Close out convention with entertainment by Home Free

Enjoy food and entertainment provided by the all-vocal
country sensation Home Free at the ICCFA Annual
Convention & Expo during the Las Vegas Glam-themed
closing banquet on Saturday, April 21, 8-11 p.m.
This five-man band has become known for their show-
stopping performances that feature a mixture of their
signature no-instrument, all-vocal music and their quick-
witted humor. Home Free brings Nashville country standards
and country-dipped pop hits to this year’s Annual Convention Closing Banquet. To learn more
on the band Home Free, visit HomeFreeMusic.com.
For information about hotels and program schedule, visit www.iccfaconvention.com. r
Sponsor at the ICCFA Convention—be in the spotlight

Gain exposure among professionals in the death-care industry by becoming a sponsor of
the ICCFA Annual Convention and Expo at the Mandalay Bay in Las Vegas, Nevada, April 18-
21, 2018. Your company’s name will be in the spotlight as attendees navigate the convention
with the ICCFA App and attend lunches, receptions and break-out educational sessions.
There are many sponsorship opportunities through which you can market your organization at
the convention.
For more information on sponsorships, contact Kelly Spann at kspann@iccfa.com. r
Annual Meeting of Members

Thursday, April 19 • 8:30 to 10 a.m.
Mandalay Bay Resort & Casino • Las Vegas, Nevada
All ICCFA members are encouraged to attend the association’s Annual Meeting of Members.
Vote for members to represent you on the Board of Directors, listen to officers’ reports on the
state of the ICCFA and fully engage in the running of your association. r

I C C FA N E W S
O
Membership benefit spotlight: The System University
ffered exclusively by the ICCFA, The System University (TSU) will help
you become more successful in preneed sales. TSU features a variety
of classes, with companion textbooks and other material to teach you
the fundamentals of preneed sales. Whether you are a new counselor or a seasoned
manager, TSU provides you with a complete system of learning materials to help you
achieve success.
To learn more about The System University and to take advantage of this membership benefit, visit www.thesystemuniversity.com/. r
THANK YOU TO OUR

2018 WWS SPONSORS
• Assurant Solutions • Biondan North America Inc.
• Blackstone Cemetery Development • Coldspring • Davey Tree
• First Bank • Forest Lawn Memorial-Parks & Mortuaries
• Funeral Directors Life Insurance Co. • FSI Trust Solutions
• Gibraltar Remembrance Services LLC • Global Atlantic Financial
Group • Hillside Memorial Park & Mortuary • Homesteaders Life Co.
• Inglewood Park Cemetery • Johnson Consulting Group
• Madelyn Co. • Matthews Memorialization • Memorial Business
Systems • Merendino Cemetery Care • NGL Insurance Group
• Nomis Publications Inc. • Plotbox • Service Corporation International
• StoneMor Partners L.P. • The Bancorp • The Signature Group
• The Woodlawn Cemetery • WebCemeteries.com
I C C FA N E W S
Wide World of Sales Conference scholarship recipients

T
he ICCFA Educational Foundation Harrisburg, Pennsylvania, made Lost Eucaliptos, S.S.E.S., made
Los
awarded a record 16 scholarships possible by Matthews Aurora ppossible by Cypress Lawn/
to the 2018 Wide World of Sales • Darwin Hunter, K
Kenneth Edward Varner
Conference in New Orleans in January. Forest Park West Cemetery, M
Memorial Scholarship
The foundation trustees chose the Shreveport, Louisiana, made • Angela Tortorice,
following recipients: possible by Matthews Aurora SC
SCI/Sunset Cemetery, Galloway,
• Latondra Coleman, Golden Gate • Tracy Madsen, Janus Ohio, made possible by Park
Ohio
Funeral Home, Dallas, Texas, made Advisor, Chico, California, made Lawn Corp.
possible by Batesville possible by Memorial Classic Golf • Andrea Young-McKernan,
• Colin Cumberworth, Gethsemane Tournament The Life Chest, Troy, Michigan, made
Cemetery, Charlotte, North Carolina, • Brittany Maugh, Natchez Trace, possible by Park Lawn Corp.
made possible by Park Lawn Corp. Madison, Mississippi, made possible by • Linda Zach, Fairfax Memorial
• Rafael Flores, Grupo Cortel, Memorial Classic Golf Tournament Park, Fairfax, Virginia, made possible by
Alegre, Brazil, made possible by • Christian Quintanilla, Parques y Park Lawn Corp.
Batesville Jardines de Cuscatian S.A. de C.V., Lost • Stephanie Zimmerman, Global
• Mary Ellen Gerrity, Diocese of Eucaliptos, S.S.E.S., made possible by Atlantic Financial Group, Batesville,
Metuchen, Metuchen, New Jersey, made Trigard Indiana, made possible by Memorial
possible by Matthews Aurora • Joy Robinson, Northwest Planning Classic Golf Tournament.
• Larry J. Hawkins, Forest Park Partners/Cairn Partners, McMinnville, The ICCFA Educational Foundation
Cemetery, Shreveport, Louisiana, made Oregon, made possible by Batesville funds scholarships for ICCFA meetings
possible by Regions Bank • Evelyn Torres, Parques y through donations and the annual golf
• Brandon Homer, Letum Inc., Jardines de Cuscatian S.A. de C.V., tournament. q
Online Courses & Libraries
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Training Program & Materials
For Sales Teams and Individual Counselors
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T
thesystemuniversity.com
Scripts & Sales Tools

AD INDEX New Members
21 Aftercare.com
Providing exceptional education, networking and legislative guidance and support to
35 American Cemetery/Mortuary progressive cemetery, funeral and cremation professionals worldwide
Consultants
31 ASD—Answering Service for FOR INFORMATION ABOUT THE ICCFA AND MEMBERSHIP Go to www.iccfa.com/mem-
bership to download a benefits brochure and an application form or call 1.800.645.7700 to
Directors have membership information faxed or mailed to you.
19 C&J Financial
MEMBERSHIP APPLICATIONS Admission to ICCFA membership normally requires a majority
25 Columbarium by Design LLC vote of those present and voting at any meeting of the executive committee. The names of all ap-
2 Continental Computer Corp. plicants must be published in this magazine. ICCFA members objecting to an application must do so
45 Core Scientific in writing to the ICCFA executive director within 45 days of publication. In the event of an objection,
the executive committee will conduct an inquiry. If an applicant is rejected, they will be granted an
35 Cremation With Confidence appeal upon written request. The decision of the Board of Directors shall be final.
21 Eickhof Columbaria Inc.
33 Ensure-A-Seal Regular Professional: Pet Loss Services
23 Flowers for Cemeteries Carr-Yager Funeral Home LLC* Eden Memorial Pet Care
3 Foundation Partners Group Fayette, Missouri Clayton, California
19 Funeral Call Answering Service Catholic Parish Cemeteries Association Professional/Supplier
52 funeralOne Pittsburgh, Pennsylvania Memorial Reefs International LLC
31 Grever & Ward Hamiltons Funeral Home Hamilton, Bermuda
15 IMSA Des Moines, Iowa Puppy Paws Inc.
25 J. Stuart Todd Inc. Jackman Hensley Funeral Home Mayfield Heights, Ohio
29 Kryprotek Harrison, Ohio Southland National Insurance Corp.*
9 Live Oak Bank Lonestar Mortuary and Cremations Gretna, Louisiana
45 Madelyn Co. Houston, Texas THE BANCORP
13 Matthews Environmental Solutions Oliver H. Bair Co. Raleigh, North Carolina
51 Merendino Cemetery Care Upper Darby, Pennsylvania Xiamen Olympia Stone Co. Ltd.
5 MKJ Marketing Schultz Funeral Home Huli District, Xiamen, China
29 National Museum of Funeral History De Witt, Iowa
*rejoined r
31 Nomis Publications Sharon Hills/Odd Fellows Cemeteries*
Dover, Delaware
6 Obermayer Rebmann Maxwell &
Hippel
39 RBC Wealth Management
45 SEP Technologies Calendar ➤E-mail calendar listings and additions or corrections
to bclough@iccfa.com and sloving@iccfa.com.
23 Supply Link
➤For continually updated meeting listings and direct links to websites for associations,
49 THE SYSTEM go to www.iccfa.com, click on Events and then go to View Full Calendar of Events.
19 The Tribute Companies
25 Triple H Co. February 6-8: CANA Cremation Symposium, Paris Hotel, Las Vegas, Nevada.
7 U.S. Metalcraft www.cremationassociation.org
26 Vandor Corp./Starmark Funeral February 20-21: Indiana Funeral Directors Assn. Mid-Winter Conf., South Bend.
Products www.indiana-fda.org
27 Vandor Corp./Starmark Funeral February 22-24: California Assn. of Public Cemeteries 60th Annual Conf., Embassy
Products Suites, San Luis Obispo. www.capc.info
31 WithumSmith + Brown February 26-27: MKJ winter seminar on innovation, Arrabelle Resort at Vail Square, Vail,
Colorado. www.mkjmarketing.com
23 Zontec Ozone r
February 27: CANA Cremation Operations Certification Program, Whittier, California.
www.cremationassociation.org
February 28-March 1: International Conference of Funeral
Examining Board’s 114th Annual Mtg., International House
Hotel, New Orleans, Louisiana. www.theconferenceonline.org
March 9: CANA Cremation Operations Certification Program,
Edmunds, Oklahoma. www.cremationassociation.org
March 16: Assn. of Independent Funeral Homes of Virginia
One Day CE meeting. www.ifhv.org
March 19-21: MKJ winter seminar on innovation, Sandpearl
Resort, Clearwater Beach, Florida. www.mkjmarketing.com
March 21: Washington Cemetery, Cremation & Funeral Assn.
25th Annual Spring Conference, Embassy Suites by HIlton,
Seatlle. WCCFA@AMinc.org r

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ICCFA Magazine February2018

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February 2018

“WE DON’T SEE

Foundation Partners Group Get in Touch

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Providing exceptional education, networking and legislative guidance and support

ICCFA officers March-April and August-September. Periodicals

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