Steeped in Insight: An Afternoon Tea Conversation About Amplify AEC
Posted by sreynolds on Mar. 27, 2026 / Subscribe
By Jamie Schindeldecker, SMPS Arizona Past President
What is it really like to attend Amplify AEC for the first time?
For many SMPS members, Amplify AEC, formerly known as Build Business, is the annual national event where “the industry’s boldest minds come together to connect, learn, and lead.” But if you’ve never attended before, it can be hard to know just what to expect. To get an inside perspective, Jamie Schindeldecker of UES/Speedie, a longtime Amplify attendee and past SMPS chapter president, sat down with first-time attendee Sedona Scheopner of Garver to talk about her experience at last year’s conference. Their conversation touched on everything from first impressions to unexpected moments, practical takeaways, and what makes the Amplify community so unique. Here’s what they shared.
What were you expecting going to Amplify for the first time, and how did the actual experience compare?
Sedona’s expectations were clear: “I always knew that AEC marketers and BD professionals are a fun group,” she said. “So, I expected to go in, learn a lot, and make connections with new people.” What she found once she arrived was exactly that, and perhaps even more welcoming than she anticipated. “It was so easy to connect with everybody,” she explained. “Even the presenters were willing to talk with you and share their experiences. People were open to talking about the good things and the challenges in our work.” For Sedona, the experience felt familiar in the best possible way. As an SMPS member already active in regional events, Amplify felt like a natural extension of that same community, just at a much larger scale.
What were your most significant takeaways from the conference?
One of Sedona’s biggest takeaways wasn’t just learning something new, it was gaining confidence in what she already knew. “I think sometimes we gaslight ourselves into thinking we should be farther along than we are,” she said. “Amplify helped solidify that I’ve already learned a lot.”
Like many marketing professionals, she sometimes felt there was always more to learn. Being surrounded by experienced professionals discussing strategies and ideas could easily feel intimidating. Instead, it had the opposite effect. The conference helped confirm that many of the approaches she was already using were aligned with broader industry practices. “I left excited to learn new things,” she said, “but also feeling really good about what I already knew.” That balance, validation combined with inspiration, is one of the reasons Amplify continues to be valuable for professionals at every stage of their careers.
Was there something you learned that you were able to implement at your firm?
One area where Sedona brought immediate ideas back to her firm was artificial intelligence. “We came back really empowered to talk about AI and how it could improve our processes,” she said. “Seeing that other firms are using it to improve productivity helped us start that discussion,” she explained. For Sedona, AI isn’t something to fear, it’s something to leverage. That mindset shift helped her see AI as a productivity partner rather than a replacement. “I tell people I treat AI like my intern,” she said. “It handles the administrative work so I can spend my time doing the things that require actual strategy and creativity.”
How would you describe the Amplify community to someone who has never attended?
Both Sedona and Jamie agreed: the people are what truly make Amplify special. “If you walked into that group of people, they would welcome you with open arms,” Sedona said. Despite arriving without knowing many attendees personally, she quickly found herself forming connections. “By the end of the conference, you feel like you’re best friends with everyone,” she said. Part of that connection comes from shared experiences. AEC marketers and business developers often face similar challenges—tight deadlines, proposal pressure, evolving technology, and the need to support both internal teams and external relationships. “We’re all kind of trauma bonding in the best possible way,” she joked.
Jamie agreed that the strength of the community is what keeps people coming back. “Every conference is a little different,” she said, “but the people are always what make it worthwhile.”
What made Amplify particularly impactful as a first-time attendee?
For Sedona, the answer was simple. “The people,” she said immediately. She made a point of introducing herself to as many attendees as possible and found that everyone was eager to share their experiences. “People were willing to tell you about how they got where they are and what they’ve learned along the way,” she said. The conference itself was well organized, but the willingness of attendees to connect and support each other made the experience truly memorable.
Are you excited about attending again, and what will you look for next time?
After such a positive first experience, Sedona is definitely looking forward to returning. But her approach next time will be more intentional. “The first time, I was just excited to be there,” she said. “Next time I’ll be more strategic about which sessions I attend.” Now that she has a clearer idea of her career direction, she plans to focus on sessions that support that path. “I want to see things that are a little different,” she said. “Things that push the industry forward.”
If you could sum up your Amplify experience in one sentence, what would it be?
After a moment of reflection, Sedona offered this summary: “It was a great opportunity to advance, see new things, and solidify the experience I already had.”
For SMPS Arizona members considering attending Amplify for the first time, Sedona’s advice is simple: go, meet people, and take advantage of the opportunity to learn. You may arrive expecting a conference, but chances are, you’ll leave with something even more valuable… a stronger network, fresh ideas, and renewed excitement for where your career can go next.
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