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React!  Museums Respond to Change
Sunday, October 7, 2018

1:30 p.m. Registration materials available, James & Meryl Hearst Center for the Arts, 304 W. Seerley Blvd., Cedar Falls.

2:00 -3:00 p.m.  Student Presentation, Mae Latta Room, James & Meryl Hearst Center for the Arts, 304 W. Seerley Blvd., Cedar Falls.  Students and emerging professionals may attend this event FREE but must register.

Bohemian Nihilism: An Analysis of Queen’s Bohemian Rhapsody using Queer Theory.  Jackson Specker, Communication Studies, University of Northern Iowa.

Cultural sites such as museums can either normalize or pervert sexual behavior, legitimizing or delegitimatizing certain histories.  In the United States, museums have acted as heteronormative institutions that have in general labeled the queer body as illegitimate and omitted it from history.  A performative methodology of queer curatorship can alter the relations of power in the museum.  In Bohemian Nihilism, Specker argues that a new meaning for Queen’s Bohemian Rhapsody offers insights into queer history and disrupts the heteronormative museum space.

Gallery touring:  James & Meryl Hearst Center for the Arts will be open for informal touring

3:15 – 4:15 p.m. Career Conversations Mae Latta Room,  James & Meryl Hearst Center for the Arts, 304 W. Seerley Blvd., Cedar Falls.   The purpose of this event is to provide an opportunity for those interested in museum careers to connect with people in the field.  This event will open with a panel conversation with several museum professionals who will share details about their job and career path.  Question & answer will be followed with an opportunity to connect one-on-one with museum staff members from a variety of Iowa museums.  Sponsored by UNI Rod Library.

4:30 – 5:15 Emerging Professionals Meeting Mae Latta Room, James & Meryl Hearst Center for the Arts, 304 W. Seerley Blvd., Cedar Falls.  Chaired by IMA's Iowa Emerging Museum Professional's Facebook group coordinator Brittany Puhrmann.  An opportunity to meet, and exchange ideas and contact information prior to the evening reception.

5:30 p.m. – 7:30 p.m. Opening Night Reception - Sunday evening reception at Hartman Reserve Nature Center, 657 Reserve Dr., Cedar Falls
Preregistration required.
Parking available - car pooling is encouraged due to limited parking lot space.

Hartman Reserve Nature Center is a 340-acre wooded oasis located between the cities of Cedar Falls and Waterloo. Hartman staff invite you to enjoy this state-recognized natural area and relax in the newly-renovated Interpretive Center. You'll first enjoy a delicious barbecue meal and locally-brewed beer, then have the opportunity to join the Nature Center Director for a short evening stroll through the woods. You will walk through a state preserve and see why this area is considered a living museum. As the nocturnal world comes to life you'll look for bats, owls, and even nighttime insects that are not usually found during the day. Hike is limited to the first 30 who sign up at the Nature Center. Wear comfortable walking shoes; lanterns provided! Hike leaves at 6:30 PM returns at 7:15 PM.

Monday, October 8, 2018

8:15 a.m. Registration, Rod Library, University of Northern Iowa, Cedar Falls. Pick up your name tag, conference schedule, and goody bag. Hosts: Friends of the UNI Museum.

8:15 – 8:45 a.m. Join us for coffee and breakfast snacks.  Sponsored by Friends of the UNI Museum.  Take time to visit with the exhibitors throughout the day.

8:50 a.m. Welcome to Cedar Falls and the IMA Conference.  Maucker Union, University of Northern Iowa, Cedar Falls.

9:00 -10:00 a.m. Featured Speaker Pamela Schwartz.  Ballroom, Maucker Union, University of Northern Iowa, Cedar Falls.
Pamela Schwartz, Chief Curator, Orange County History Center, Orlando, Florida.
Sponsored by the History Department, University of Northern Iowa

Rapid-Response Collecting in an Era of Mass Violence
On June 12, 2016, a home-grown terrorist entered Pulse Nightclub after last call on Latin Night. He murdered 49 beautiful individuals, injured 68, and caused severe mental trauma in hundreds more. It was the largest American attack on the LGBTQ community and, at the time, the country’s deadliest mass shooting by a lone gunman in modern history. As instances of mass violence seem increasingly more common, museums must understand and prepare for what role they might play should the unimaginable happen within their own community.

Pamela Schwartz, Chief Curator of the Orange County Regional History Center in Orlando, FL has 16 years of museum and consulting experience as a director, curator, and designer. In the wake of the Pulse Nightclub massacre she was the architect of the rapid-response One Orlando Collection Initiative and has become a national authority on collecting after community tragedy. This project has won the museum the prestigious History-in-Progress award from AASLH, as well as their Leadership in History award, a Southeastern Museum Conference Excellence in Exhibitions Award, amongst others.

10:15 – 11:15 a.m. Choice of four sessions, Rod Library, UNI

Four Tracks are available, tied to these themes:
Track 1: Leadership: Embrace Change
Track 2: Education: Creating Connections
Track 3: Collections: Art & History as it Happens
Track 4: Exhibits:  Content and Context

Room Assignments:
All Track 1 sessions will be in Rod Library, Room 287 (to the right as you enter the library).
All Track 2 sessions will be in Rod Library, Room 123.
All Track 3 sessions will be in Rod Library, Room 301 ("Scholar Space")
All Track 4 sessions will be in Rod Library, Room 286 ("Maker Space")

Legal Issues for Museums: 2018 Update.  David Bright, Pugh Hagan Prahm PLC, Coralville, Iowa.  Rod Library, Room 287.

The update will include but not be limited to a presentation/Q&A on the following legal issues: (1) Use of new technology in museums; (2) Employment law trends; (3) Negotiating and drafting naming rights agreements; (4) Deaccession case update; (5) Nonprofit and tax-exempt law update; and (6) Incident/controversy management.

2 STEM: How Science Brings Museums to Life.  Heidi Lung, University of Iowa. Rod Library, Room 123.

This session prepares and empowers ALL museums to integrate Science Technology Engineering and Mathematics into their exhibits and programming. Walk away with project ideas, innovative ways to spark conversation among visitors, and in-gallery activities to strengthen the connection between field trip and classroom. From wind turbines to Makey Makey, this hands-on session will have you seeing science through an interdisciplinary lens and inspire you to “STEMify” your museum.

Preparing for the Unimaginable.  Pam Schwartz, Orange County Regional History Center.  Rod Library, Room 301 ("Scholar Space").

Pam will discuss more in-depth the role of specific museum staff in focusing efforts and resources on rapid-response collecting after crisis. Get a sneak peak into the forthcoming Rapid-Response Collections Tool Kit being created by the "club" of museum professionals who have been through this. From staff secondary trauma, to preserving blood-stained artifacts, and working with diverse community populations with very different expectations learn how to try to prepare for the unimaginable..

4   Perspectives on Museum Exhibit Mural Use.  Michael W. Vogt, Curator, Iowa Gold Star Military Museum and John Neal, artist.  Rod Library, Room 286 ("Maker Space").

The creative use of custom-designed painted murals delivers engaging backgrounds and renders historically accurate settings for museum exhibits. This illustrated session will discuss the research required and historic subjects utilized in four exhibits constructed at the Iowa Gold Star Military Museum as part of a current gallery renovation.

11:30 – 12:15 p.m.   Choice of four sessions, Rod Library, UNI.

1 Flash Talks - Small Museums Embracing Change.  Facilitated by Matthew Parbs, Sawmill Museum, Clinton, Iowa, and Carrie Eilderts, Cedar Falls Historical Society. Rod Library, Room 287.

Facilitated by Matthew Parbs and Carrie Eilderts, five museum leaders will share how their small museums are changing, followed by Q & A.  Matt Parbs, Executive Director, Sawmill Museum; Carrie Eilderts, Executive Director, Cedar Falls Historical Society; Kelly Lao, Executive Director, German American Heritage Center, Connie Svoboda, Development Coordinator, Hartman Reserve Nature Center; Anna Villareal, Director of the Harlan-Lincoln House at Iowa Wesleyan University.

Speed Networking - facilitated by Casie Vance, Executive Director, Ames Historical Society.  Rod Library, Room 123.

Bring business cards and come prepared to meet fascinating new friends!

Fortepan: Building Iowa history through a family snapshot collaborative. Panel: Bettina Fabos, Jaycie Vos, Noah Doely. Rod Library, Room 301 ("Scholar Space").

Fortepan Iowa [] is a public photo archive based on Iowa family snapshots. Situated at the University of Northern Iowa and the University of Iowa, Fortepan Iowa is a nonprofit project operated by a team of UNI professors working with local historians, students, and volunteers. We scan Iowa photographs dating from 1860 to 2000 at high resolution, curate them, and display them along a timeline so visitors to the website can get an immediate visual history of Iowa by flipping through thousands of photos of every day Iowa life. Beyond expanding the archive, we are also adding a public forum so people can comment on the photos and help us identify locations, names, the makes and models of machinery and vehicles, etc., and also to share stories behind the photos. The archive is licensed to the Creative Commons (CC-BY license), and all high-resolution images are freely downloadable and available to the public. For our presentation we will introduce the Fortepan concept and explain our protocol, discuss the original Fortepan (based in Hungary and now a cultural institution in under a decade), and explain Fortepan Iowa’s strategies for imitating Fortepan (Hungary’s) success as a public site of collective memory, and as a means for promoting local history institutions across the state.

Flash Talks – Inclusive Art Exhibits Empower.  Rod Library, Room 286 ("Maker Space").

UNI upper level art history students from Dr. Charles Adelman’s classes “That's So Gay: An Exploration of Homophobia and Camp in Art” and “Myth & Narrative in Art” share how objects from UNI Permanent Art Collection exhibitions gave them voice.

12:30-1:30 p.m.   Buffet luncheon and IMA Annual Meeting, Ballroom, Maucker Union, University of Northern Iowa, Cedar Falls.

1:45 – 2:45 p.m.  Featured Speaker Debra Kerr, Ballroom, Maucker Union, University of Northern Iowa, Cedar Falls.
Debra Kerr, Intuit: The Center for Intuitive and Outsider Art, Chicago.
Sponsored by the Art Department, University of Northern Iowa

Museums respond to social change through art
In today’s environment of social upheaval, audiences and the cultural sector struggle to find outlets for expression and change-making. Museums, in particular, must find avenues to demonstrate their relevance, both in that changing society, and to appeal to the largest population segment that has ever lived: the Millennials. Not only can museums be a safe space where all audiences are welcomed, but art can play a special role in the engagement of those audiences. Research has proven that making art lowers stress, a benefit good for all! At Intuit, where the art on the walls is made by untrained artists who have found catharsis, empowerment and voice through the creative process, our proclaimed ethos is everyone has creativity and should experience that empowerment and voice. Deb will talk about how audiences respond to art as a jumping-off point for conversations about social change and art-making that responds to the political forces in our communities.

Deb Kerr is executive director of Intuit: The Center for Intuitive and Outsider Art, one of the world’s premier museum of outsider art, art made by artists who are self taught and have had little influence from the mainstream art world.

Deb founded and directed YouthMuse, advocate for youth engagement and jump-starter of youth-led, museum-based campaigns for change. Deb has provided consulting in the areas of teen engagement and strategic planning for cultural organizations. Certified in Myers-Briggs personality type inventory, she facilitates interactive teen career and personal exploration group sessions.

During her 17-year career at the world-renowned Shedd Aquarium, she held progressively responsible roles, serving as executive vice president for 11 years. In 2013, she won a distinguished teaching award from Northwestern University’s School of Professional Studies, where she has taught museum management since 2005. She is a past board member of the Association of Zoos and Aquariums, and past chair and instructor for its Professional Development Committee and management courses, and past chair of the zoo and aquarium committee for the International Association of Amusement Parks and Attractions. She is a board member for the Merit School of Music, a member of the American Alliance of Museums and a past board member of the National Veterans Art Museum. She is a frequent guest speaker on issues related to museum relevance, museum planning, the role of museum in social good and teen empowerment.

3:00– 4:00 p.m. Choice of four sessions, Rod Library, UNI

1    Creating an Internship Program for the Modern Student. Matthew Beyer, Museum Education Coordinator, State Historical Museum of Iowa (Chair); and Jennifer Cooley, Museum Education & Outreach Manager, State Historical Museum of Iowa.  Rod Library, Room 287.

Internship programs at museums and cultural organizations not only benefit students but also create strong connections with higher education institutions. However, what do museums do when they do not have formal internship programs? Learn how the State Historical Museum of Iowa's internship program, led by a former intern, grew and developed into a strong, formal program with multiple offerings available per semester.  As times change, museums must meet the needs of current students. Session participants will learn how they can create an internship program, develop relationships with local colleges and universities, and meet the needs of the modern student. 

2     Collection, Preservation and Utilization of Oral History Interviews. Bob Neymeyer and Samantha McCombs, Grout Museum District.  Rod Library, Room 123.

Historian Bob Neymeyer will discuss the process of identification of interviewees, interview techniques, and the legal and ethical issues of oral history. IT/Media Specialist, Samantha McCombs, will explain how the interviews are processed, stored and archived.  This includes how museum staff can access the interviews via MCMS Database.  She will also discuss how the videos are made available to the general public and plans to expand accessibility in the future.

Discovery.  Robert Warren, Executive Director, Hoyt Sherman Place.  Rod Library, Room 301 ("Scholar Space").

On February 12, 2016, Executive Director Robert Warren was looking for some Civil War flags and a staff member mentioned there was some collection material stored in a little-used storeroom under the auditorium’s second-floor balcony. For Hoyt Sherman Place, this was to become their “King Tut” moment. While looking for the boxes, Robert noticed a painting wedged between a table and the room’s plaster and lathe wall.  Robert had just discovered what would prove to be a 420-year-old early Baroque panel painting, a painting that once hung at the Metropolitan Museum of Art. The Old Master painting had been “lost in the shuffle” for decades.  Robert Warren will review the painting’s discovery, discuss its treatment and attribution, and touch on some of the painting’s underlying themes.

UNI Public Art Walking Tour, led by Darrell Taylor. Meet in Rod Library, Room 286 ("Maker Space").

Goethe said, “Thinking is more interesting than knowing, but less interesting than looking.” This session will be an exploration of the public art on campus at UNI and how it has reflected, and continues to reflect, broader trends in the world of art. We will visit objects from the UNI Permanent Art Collection as well as the Iowa Art in State Buildings program. Some of the artists whose works we will see include Dale Chihuly, Fletcher Benton, Patrick Caulfield, Lynn Basa, William de Leftwich Dodge, Mike Baur, Dennis Oppenheim, Gary Kelley, and the team of Ed McGowin and Claudia DeMonte. Topics will include the following: typical selection/commission processes; building collections; the “life” of public artworks; what constitutes permanency, and does permanency matter? Please wear comfortable shoes.

4 p.m. (start time)  The Jester Insurance Hospitality Room will be open in the Common Room, Country Inn & Suites, 2910 South Main Street, Cedar Falls.  Drop in for casual social time and informal networking until the wee dark hours.  Co-sponsored by Markel Insurance.

5:30 – 8:00 p.m.  Monday Evening Progressive Open House, Cedar Falls Historical Society Museums - Sponsored by Silos & Smokestacks National Heritage Area.  
Pre-registration required.

Parking available behind 315 Clay Street, Cedar Falls (enter through alley on Third or Fourth Street), in the Cedar Falls Woman's Club parking lot at 304 Clay Street, or on the streets surrounding the Victorian Home.

Although it is not a long walk between buildings, for those with mobility issues walking any distance can be insurmountable.  An 8-seat tram is available to shuttle individuals with mobility issues between buildings.  Tram sponsored by Cedar Falls Community Main Street.

Food, games, prizes, and fun await you during your tour through four unique sites.

Begin  at the Victorian Home, 308 West Third, Cedar Falls, to collect your drink tickets and passport.  Enjoy a scavenger hunt through this Italianate style home built by Azel D. Barnum in 1863.  Visitors will find it teeming with furnishings, photographs, and everyday objects from the 1880s-1900s. Its stately cupola has watched over the Cedar River and the growing city of Cedar Falls for generations, and it remains a prominent landmark today. The attached Carriage House holds the exhibition gallery, a hands-on kids’ corner, the library and archives, and Lenoir model railroad.  Enjoy Bear Whistles, Butter Churns & Beyond: Ceramics in Cedar Falls, the 2018 special exhibit.  The potters of early Cedar Falls created a wide variety of interesting pieces, some reflecting their religious and political opinions, others more utilitarian. The 2018 exhibition celebrates the history of ceramics in Cedar Falls, the people who plied that trade, and the impact of that craft on the community.

Stroll through Overman Park and across First Street to visit the Ice House Museum, the only museum in the U.S. that tells the story of ice harvesting in an original ice house! This 1921 round structure contains tools once used to cut ice from the nearby Cedar River. Try hands-on activities, watch videos, and learn about an international industry that brought fresh food to the world.  Enjoy drinks and sliders, wraps, soup, and veggies in this unique structure and museum.

A short walk from the Ice House visitors will find the Little Red Schoolhouse, which recalls a time when brothers, sisters, and neighboring children gathered together to learn in similar buildings. Explore the furnishings and enjoy the atmosphere of the one-room schoolhouse before completing the tour by walking back to the Victorian Home.  Join a guided tour of the new  Education and Curatorial Center under construction at 315 Clay Street - view blueprints and plans for the education space and soon-to-be-built exhibit gallery which will focus on local history through STEM education; visit the lower level curatorial space.  Cap off the evening with prize drawings and dessert at the Victorian Home.

This event is provided by the Cedar Falls Historical Society and sponsored by Silos & Smokestacks National Heritage Area.   

Tuesday, October 9, 2018

8:30 – 9:00 a.m. Join us for coffee and breakfast snacks sponsored by the Friends of the UNI Museum.  Take time to visit with the exhibitors throughout the day.

9:00 -10:00 a.m. Featured Speaker Brian Crockett, Room #301 (Scholar Space), Rod Library, University of Northern Iowa
Brian Crockett, Albuquerque, New Mexico

All Hope is Lost: Museums Will Die When I Retire

Change is afoot! Scary change!
As Baby Boomer museum professionals, we can all agree that the greatest threat to our industry is the advent of younger professionals, yes? Our core values are up for grabs! Their so called “innovations” really bug us, don’t they? And they’re so darned smart, energetic, and skilled that they must be up to no good. Right? After all, change at museums runs contrary to the very core of our work, yes? We care for our collections in perpetuity!  And that means keeping them under glass where I put them and not parading them about at clothing-optional music festivals! Besides, somebody already claimed the title, “Greatest Generation,” what makes them so uppity?  Not to worry; this backward-thinking presentation will demonize all generations equitably in search of the thinnest hope that Museums really are forever.


Brian Crockett has nearly 30 years experience in museum training and coaching initiatives nationwide. He holds distinct competencies in nonprofit governance, strategic planning, board development, exhibition/program development, and community engagement. One of his current projects, “Finding Alternative Futures,” via the Texas Association of Museums, seeks fresh and radical options in sustainability for history organizations.

Brian is the former founder and/or director of several notable multi-state museum initiatives: Smithsonian’s Museum on Main Street, NEH on the Road, and the Mid-America Arts Alliance’s Hands-on Experiential Learning Program (HELP) and ENGAGE Houston, a six year initiative to employ people-based solutions for improved leadership, cheerful governance, and impactful public service.

As an independent museum consultant, Brian works from his home in Albuquerque, where the chile is hot and the skies are blue.

10:15 – 11:15 a.m. Choice of four sessions, Rod Library, UNI

Theft and Recovery of Ancient Bones: Leading through Crisis at Effigy Mounds.  Dave Barland-Liles, Lead Ranger of Effigy Mounds National Monument.  Rod Library, Room 287.

Note: This is a two hour session.  Prior to the enactment of the Native American Graves Protection and Repatriation Act in 1990 the Superintendent of Effigy Mounds National Monument stole the human remains of 41 American Indians from the collection in an attempt to preemptively circumvent the law and as a penultimate act of racism.  This presentation will explore the successful revelation and prosecution of this crime as a conduit to dive deeper into the vulnerabilities of collections, consequences of lack of compliance with the law, and the resultant damage caused to museum institutions, Sovereign Nations, and the government.   Sponsored by the UNI Museum.

2 Changing Standards: Opportunities for Museums.  Panel: Stefanie Wager, IDOE; Jennifer Cooley, SHSI; Dr. Heidi Lung, IMA; Kim Heckart, Teacher.   Rod Library, Room 123.

Changes in educational standards have led to an opportunity for enhanced museum engagement with schools.  Learn about the new Social Studies Standards and their impact on cultural organizations, projects underway at the State Historical Society of Iowa and the Iowa Museum Association, and better understand the use of primary sources in the classroom from the perspective or a working teacher.

3 Sharing the Collection – the Intricacies of Loans.  Angela Stanford, Curator of Collections & Registrar, Museum of Danish America.  Rod Library, Room 301 ("Scholar Space"). 

The Museum of Danish America loaned almost 50 artifacts for an exhibition installed at the Ellis Island Immigration Museum in New York.  The organizer of this exhibition was the Odense City Museums in Odense, Denmark.  This session explores the intricacies of working with an international borrower for a domestic installation, and of packing and shipping so many pieces, all within a very short time frame.  Topics will include loan contract and insurance details, how artifacts were – or were not – approved for loan, determining how fragile pieces may be displayed, and methods used to ensure safe travels for collections.

4 The Future of Museums Directors Convening. Facilitated by Jennifer Kovarik, Vesterheim Norwegian-American Museum. What is happening in your museum in the year 2040? What is the best future for museums you can imagine? What is the worst-case scenario for museums? Come share your experiences and delve into some big-picture thinking about responses to opportunities and challenges with colleagues. Participants will review the American Alliance of Museum's recently-proposed scenarios on the future of museums (two of four released to date) and discuss how trends are currently affecting the museum industry in Iowa and how they might impact its future. Pre-work:  See 

11:30 a.m. – 12:30 p.m. Choice of four breakout sessions

1 Track #1 is a continuation of "Theft and Recovery of Ancient Bones" as noted above.  Rod Library, Room 287.

A Model for Museum Program Partnerships. Presenters: (Chair) Daniel Jones, Education Director, Living History Farms, Urbandale; Christa Kirsch-Paulson, Day Camp Coordinator, Living History Farms, Urbandale; Jennifer Cooley, State Historical Society of Iowa, Des Moines; Matthew Beyer, State Historical Society of Iowa, Des Moines; Michael Vogt, Iowa Gold Star Museum, Johnston. Rod Library, Room 123.

Museums face the challenges of limited resources and perceived irrelevance.  Creative and equitable partnerships are one of many strategies that museums can utilize to address these challenges.   How can your museum utilize partnerships with other organizations increase its impact?  What does it take to create, sustain, and (if necessary) end a partnership?  Using the model of a cooperative camp on Iowa’s involvement in World War 1, explore the pros and cons of cooperative programming and take away ideas that you can use tomorrow.

Breathing New Life into Old Collections.  Jess Cruz, University of Northern Iowa Museum Exhibit Preparator and Outreach Coordinator.  Rod Library, Room 301 ("Scholar Space").

The ongoing need to create new programing that adapts to what new audiences want and expect is a challenge every museum is familiar with. Often this means more interactive exhibits, redefining community collaboration, and topical programs, but what does this mean for your permanent collections? Over the past five years, the UNI Museum and Center for Rural School Education has gone from closing its doors to a successful relaunch of what the University Museum is. Part of this process was rethinking the purpose of the museum and how the staff interacts with the public, students, and faculty. Jess Cruz, the UNIM Exhibit Preparator and Outreach Coordinator, will share how the museum has approached these changes while working with their static collections. From re-evaluating the purpose of the museum to increasing community collaboration, the UNI Museum has thoughtfully, and purposefully, examined its own collections and collecting strategy to ensure that they are providing the types of experiences audiences are seeking.

Tour of UNI Gallery of Art. Led by Darrell Taylor.  Meet in Rod Library, Room 286 ("Maker Space").

This session is a tour of the UNI Gallery of Art’s mid-fall 2018 exhibitions. The main galleries feature the inaugural exhibition of the Elena Diane Curris Endowment for Exhibitions in Design presentation, which was curated by UNI professor of graphic design Roy. R. Behrens. Works by Dennis Ichiyama, Jessica Helfand, and Michael Beirut will be on display along with infographic design and interpretive illustrations based on the work of Frank Lloyd Wright. In the Permanent Art Collection gallery will be a student-curated exhibition titled That’s So Gay: An Exploration of Homophobia and Camp in Art, a component of Dr. Charles M. Adelman’s art history class of the same name. It will feature works by Robert Rauschenberg, Berenice Abbott, and Felix D’Eon as well as the iconic George Hurrell photograph of Jane Russell for Howard Hughes’ The Outlaw (1943).


The 2018 IMA Conference ends at 12:30 p.m. Tuesday, October 9th.  Have a safe trip home – see you next October in Fort Dodge, Iowa for the 2019 IMA Conference.