Meeting Information

Meeting/Event Information

2026 PRC Workshop: Demystifying BD in an Ever-Evolving Climate

March 18, 2026
8:00 AM PDT - 12:30 PM PDT
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Hyatt Regency Seattle
808 Howell Street
Seattle, WA 98101
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Demystifying Business Development in an Ever-Evolving Climate

This interactive workshop equips marketing and business development professionals with the tools, mindset, and confidence needed to engage in business development at any level. Through practical frameworks and exercises, participants will learn how to build authentic relationships, communicate their value, and create a BD plan for their firms. The session emphasizes real-world strategies that drive growth and deepen client connections. Participants will gain practical skills they can immediately apply to grow their network, uncover opportunities, and contribute to their firm's success. The workshop demystifies business development and makes it approachable for all experience levels. Attendees will leave with a clear plan, greater confidence, and tools to build lasting client relationships.

LEARNING OUTCOMES

Understand the importance of a consistent effort and how many hours to dedicate each week to BD.
Feel increased confidence around networking, speaking to prospective clients, and building authentic relationships.
Write and manage a firm's business development plan by identifying firm goals, creating and executing an action plan, and determining which metrics to monitor to guide future decisions.
Identify new opportunities by researching prospective clients, markets, and strategic partners.

WORKSHOP SCHEDULE

8:00am | Check-in and light breakfast

8:30-12:30 | Workshop

Presented by:

Valerie Puchades, FSMPS, CPSM, Partner
AVEC| [email protected]

Valerie is a strategist at heart. She has over 20 years of experience helping A/E/C firms set goals and develop holistic plans to reach new business heights. As a partner at AVEC, she works with design firms nationwide to set strategy and develop and execute marketing and business development plans. A CPSM and SMPS Fellow, Valerie is passionate about sharing her expertise and making BD and marketing approachable, actionable, and effective.

Dena Alspach, Director of Marketing
AVEC| [email protected]

Dena brings over 25 years of media and marketing experience to our partner firms, specializing in brand strategy and content development. She has a keen understanding of how storyteling creates lasting connections and has a knack for finding a firm’s authentic voice. Before AVEC, her unusual blend of publishing, technology, and marketing experience led her to launch a strategic marketing consultancy working with companies from Connecticut to California.

Workshop registration includes:

4-hour hands-on workshop session
Breakfast pastries & coffee

Thank you to our workshop sponsor!

Tickets

$275.00 Member Workshop Ticket
$250.00 Earlybird rate before January 18

$350.00 Non-Member Workshop Ticket
$325.00 Earlybird rate before January 18

Note for Member Registration: Due to updates with the SMPS Member portal in August 2025, Members will be required to perform a one-time reset of their password to regain access to event registration. Please click on the ‘Forgot Username/password?’ link. Type in the email address associated with your account and hit Submit. You will then receive an email with instructions for setting your SMPS-PRC-specific password.
SMPS Pacific Regional Conference Username:

Password:

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