SRC 2026 was built around one focus: when marketing, business development, and firm leadership align, firms perform differently. Our vision was to bring them into one space, under one strategy, speaking one language and demonstrating what is possible when they are unified.
Every programming decision supported that focus.
We introduced a new two-hour workshop track to allow teams to collaborate and have strategic conversations. Breakout sessions were curated with intention so every attendee felt seen, from emerging professionals attending their first regional conference to seasoned leaders shaping firm-wide growth.
The response was extraordinary.
With over 380 attendees, SRC 2026 became the largest Southern Regional Conference to date. That milestone reflects more than attendance. It reflects trust, momentum, and a shared commitment to elevating marketing and business development leadership within our firms.
The Unify theme was not simply spoken from the stage; it was built into the full conference experience. Inspired by San Antonio’s Fiesta colors, our vibrant brand identity carried energy throughout the conference, from print materials to LED vertical banners to the main stage. The atmosphere was bold, celebratory, and distinctly local. We didn’t just host a conference in San Antonio, we delivered a true San Antonio experience.
Our keynote speaker, Damion Morris, encouraged attendees to recognize their unique skillsets as essential assets within their firm’s greater structure. Each professional is a star within a larger constellation. Individually distinct. Stronger together. That metaphor captured the heart of Unify.
During our lunch keynote, the SMPS Foundation shared insights from the Emerging Trends research, grounding conversations in forward-looking intelligence that firms can apply immediately.
Our social experiences included a welcome event hearing the history and future of the Pearl mixed-use development. The networking event gathered everyone on a rooftop overlooking the San Antonio skyline. Conversations flowed naturally as you could see attendees connecting. Alignment was no longer theoretical. It was visible.
One of the most talked-about additions was our attendee gift, SMPS SRC Cards Against AEC Marketing. Honest, humorous, and painfully relatable, it quickly became a favorite. Beyond the laughs, it reflected a deeper truth. Shared challenges create shared understanding, and shared understanding builds stronger teams.
For me, the clearest measure of success was what happened after the sessions ended. The steady stream of posts from attendees sharing insights, celebrating connections, and committing to implement new strategies at their firms. The visible momentum building toward 2027. Unified teams returning to their firms ready to move faster, think more strategically, and lead with greater clarity.
That’s what being unified looks like.
And that’s exactly what we set out to build.
Article written by Chris Martinez, 2026 Planning Chair, SMPS Southern Regional Conference
