This year’s SMA annual conference opens with an opening keynote from Buffy Filippell, Founder and President of TeamWork Online, on Wednesday, October 24. We encourage you to arrange your travel plans so you do not miss the opening keynote and your chance to kick off the conference with other conference attendees.


This year’s conference will be held at the Omni Frisco Hotel in Dallas, TX. Located just 20 minutes north of Downtown and 25 minutes from both the DFW International and Love Field Airports, the Omni Frisco Hotel is a modern cornerstone of the city reflecting the culture and energy of the area.

The hotel features 300 elegant guest rooms and 24,000 square feet of event space, along with food and beverage dining experiences. The elevated pool deck is prime for cocktail receptions and special occasion celebrations, and is the perfect viewing perch for events on the outdoor field.
The hotel is the perfect destination for business or leisure. Step outside and enter The Star, the new social hub of Frisco and the official headquarters of the Dallas Cowboys, where you will experience extraordinary entertainment in the events plaza or shop at some of Dallas’ “poshest” boutiques. The 12,000-seat stadium center adjacent to the hotel not only serves as the Cowboys’ practice facility but also hosts multiple events, including college football games, band competitions, and live concerts.

Hotel Address:
11 Cowboys Way
Frisco, TX 75034
Phone: (469) 287-0000
Click here for directions*

*Super Shuttle is offering a 10% discount to SMA attendees for airport transportation. For details, go to and use discount code: S44KT.


The conference registration area is located in the Star Ballroom Foyer of the Omni Frisco Hotel. You can register at these times:

  • Wednesday, October 24, 8:00am-6:00pm

  • Thursday, October 25, 8:00am-5:00pm

  • Friday, October 26, 8:00am-12:00pm


We are in for 3 outstanding keynote presentations! Be sure and arrive early to attend our SMA Opening Session keynote by Buffy Filippell, Founder and President of TeamWork Online. This year’s outstanding Presidents Speaker will be Dr. Rich Luker, Founder of Luker on Trends. This year's Veeck Address features Abe Madkour of SportBusiness Journal interviewing Chad Estis, Executive VP of Business Operations for the Dallas Cowboys, and Executive VP of Legends.

Dallas Cowboys Opening Night Reception (presented by Legends)

Get ready for a fun night on Wednesday as we will experience The Star, the official headquarters of the Dallas Cowboys. Dress casually for a night of networking and fun!


The Dallas Stars are offering group pricing on tickets for Thursday night’s game against the Anaheim Ducks (Lower Bowl tickets for $60/Upper Bowl for $10). For details, visit