Don’t Go to the Last Starbucks on the Right (and other IFA tips)

AI was not used in the creation of this podcast. This is the Social Geek Radio Network. Hello, geeks, and welcome to the Social Geek Podcast. I’m Jack Monson, your host and marketing Consigliere. The franchise rock stars are back to share their tips and advice for navigating the all-new International Franchise Association convention and all business travel in 2026. Joining me today, Derrick Ableman, Ali Kraus, Scott Greenberg, and Kristen Pechacek. All right, today’s show is brought to you by AnswerConnect, Citrin Cooperman, CareerPlug, and Thunderly. Are your friend dev marketing, advertising, content marketing, and PR teams really working together? Learn how Thunderly’s amplified integrated marketing can drive franchise development growth at thunderlymarketing.com. Here come the rock stars. Back with the franchise rock stars today. Joining me once again, Derrick Ableman, Kristen Pechacek, Ali Kraus and Scott Greenberg. Hey rock stars, what’s going on?

Hey Jack.

We are just a few weeks away from IFA 2026. It still feels a little weird to even say 2026. I wanted to ask all of you, if you can remember, when was your first IFA? What year was it?

Derrick? Mine was the 2018 conference in Arizona.

There you go. Good one. Kristen, any clue on when your first IFA was?

I feel like it was 2015 or 2016, but Jack, honestly, you probably know better than I.

Yeah, 2015 through 2020 just kind of all blurred together. So we’ll say it was somewhere in the stack.

It was just its own decade.

Yeah. Ali, how about you?

Oh, I’m kind of embarrassed to say it was late. It was post-COVID San Diego.

Post-COVID San Diego.

So that was my first one.

So like a 24, 23, something like that?

No, like 21 when we were back.

Oh, yeah.

Yeah, because it went from San Diego to Vegas, to Phoenix, to Vegas Vegas.

Yeah. And now it’s Vegas, Vegas, Vegas.

Vegas, Vegas, Vegas.

Every year. Scott, how about you?

How long? I don’t know why Ali has embarrassment about that, because that was also my first one. And I’m proud that was my first one. That was a great year to get started, Ali. So we should lean into that.

It was a great location. I loved actually, I have really good memories of that San Diego hotel and the different places to eat and the fantastic tacos on the water. I have really good memories of that city though, because I had never visited there too. So from that stance, yes, it also stands out because it’s not Vegas.

Yeah, San Diego is a great place to have an event like that. My first IFA was San Diego, but it was 17 years ago, something like that. It was like 2009, 2010. It was in San Diego. And boy, if we could have it there every year, I think I’d be just okay with that.

So, you know, Phoenix was my favorite though. I don’t have that many to go off of, but being in Phoenix that time of year when it’s not super hot, and I didn’t mind that beautiful walk to the convention center from the hotels, and I loved that there were just breweries and cool places to eat. And I remember getting on some of those like bike rides that like Sochi had paid for. And there was just such cool like memories there, and you’re just close enough to also be able to go out to other parts of Arizona, that I just really like to explore that part of the world, and especially that time of year. I think conventions all around do not think about the weather where they are that time of year.

Yeah.

I’m with you, Ali. I like Phoenix.

Or the weather where everyone’s coming from too, which is always a little dicey too. But I agree with Phoenix. There’s something about downtown Phoenix where all of that sort of convention and sports and touristy stuff is, it kind of looks like a movie set, right? It doesn’t really look like a city. It looks like you were going to make a movie about a city.

It’s very intentional.

Yeah. I will throw in too, I do not enjoy going to Orlando for any reason. There’s nothing good happens in Orlando. However, when the IFA has had a convention there, it’s kind of cool because they do have at least one hotel that’s big enough to fit everyone under one roof. And you pretty much don’t need to leave the compound, right? And it’s a kind of interesting idea. It’s very much the opposite of New York City, right? Where a convention or a conference is over at 5 p.m. and everyone scatters to a thousand different locations. When you have a big conference in somewhere like Orlando, everyone is sort of contained and it feels very inclusive. And I think you end up talking to people that, you might not have actually made plans with outside of that. So there is something kind of inclusive about these huge resorts that sort of trap you for a few days.

Well, that’s almost the positive to Vegas. Even though I hate Vegas, I think that there’s a positive to Vegas because when they switch to being at the Mandalay resorts and they’re all attached by the mall and my bougie bonvoy butt stays over at Luxor for $80 a night because I want my night. But I get to walk through the mall every day and there’s a food court and then you pass people at that, Jack, what’s that like music bar in the center called that we always meet at? Rhythm and Riffs.

Oh yeah, the jazz place and yeah, yeah.

Yeah, and so there is something nice about being in one cluster of a place because if you’re down towards Caesars and people are staying across the street and you got to get across the highway, that it’s a lot harder to have that same kind of community. So of any of the places I do like that Mandalay has that same kind of community feel to you’re going to pass someone in the hallway at some point.

Yeah, I also like Mandalay because I’m guaranteed to get in my 50,000 steps a day. Just getting from my room to where the convention is. So that’s nice. Amen.

It’s very healthy. Yes. It’s the healthiest of all casinos and hotels.

So, very close to the airport, throwing that out.

Yeah, well, everything’s close to the airport, even though it takes 45 minutes to get there. So, that’s the other thing I love about Vegas. So, we’re all excited about hitting Vegas soon. Kristen, I’m going to throw it to you first. Any tips you want to share after your several years of going to the IFA convention? Anything that you wanted to share with everybody that maybe they should think about as they’re preparing their trip?

Yeah, so this year is so different. And I’m sure we’ll get into it. But I am so curious about Franchise Main Street and some of the evolution and evolve things that the IFA is putting forth for this conference. Like, I really, truly don’t know what to expect. But to Scott’s point around the 50,000 steps, one thing I know for sure is that I’m going to pack a suitcase full of shoes so that I can change shoes anytime I want because it is a lot of walking. It’s so much walking, back and forth. And that along with bringing a bag of things that you need throughout the day so that you can mitigate the amount of time that you have to walk back to your hotel for the franchise newbies, it’s a must. My other sneaky trick is actually the same as Ali’s, which is I stay at the Luxor. And the great thing about staying at the Luxor is they have two Starbucks there that are not nearly as full as the Starbucks right before you get it to the Convention Center. So do not plan to get coffee over by the Convention Center, get it somewhere else or you’re going to be waiting in line forever.

That is probably the best tip I’ve heard of the month. Don’t wait to go to the last Starbucks on the right because you’re going to be waiting there for a really long time. Derrick, I’m going to throw it over to you. Anything you would like to share as far as tips for IFA this year?

Yeah, well, first, I think last Starbucks on the right would be a great title for a horror film. I think that is just begging to be made. But yeah, I have a bunch of tips. I think the first one that feels counterintuitive but actually works is befriend your competitor. So in all of my misadventures in business, I’ve never seen a community this dedicated to actual industry knowledge, which is another big focus of the IFA this year. And while I’m sure that there’s bad blood coursing through some segments of our community, most of what I’ve seen is a sincere dedication to helping people improve their brands, even when they’re competing for the same dollar. Yeah, I don’t know, like maybe it’s like the Holy Ground loophole in Highlander and like outside of the convention hall. It’s truly, you know, there could be only one. But at every IFA that I’ve ever been to, all those rivalries seem to be checked at the door.

Yeah, it’s a good point. It’s kind of like in racing, watching the other racers, even though you’re competing with them, you could probably pick up a lot of knowledge. So that’s a very good tip. Ali, how about you? Anything else you want to share today about IFA and navigating IFA 2026?

Yeah, so this year, I think it’s it’s almost like it’s all of our first times with everything that they’re doing with this new Evolve thought. And one of the phrases they keep using is less time, greater impact, because they’ve reduced it from three and a half days to two and a half days for what they call most attendees. And that means you’re not doing the CFD sessions or the ALC. And that sort of thing. And so I think that overall, there’s it’s going to be really tightly packed and you’re going to have to be very intentional on what you want to find and what you want to do. One of the things our team is doing is instead of sending eight people for the entire time, we’re sending us in staggers. So two are coming in early, leave in early, two come in the next day, leave two days later, two come in the next day, and they’re there for the 80s party. So everyone from our team will get to experience something on a day that they can really go all in because it is absolutely exhausting. One of the things I’m really excited for is we’ve, one of you said it already, but Franchise Main Street is something new that they’re doing this year, and they’re essentially keeping Main Street open at all times because it’s a beer garden, it’s a coffee bar, they have things called a storyteller’s corner where you can meet authors, you can podcast Jack, there’s media support there. They also have really cool areas. B&I is hosting what’s called a matchmaking area. There’s tons of areas to have meetings, sit and talk, have quiet booths, interact with people in one-to-one meetings. Instead of that really just being about the exhibitors, now it is more, this is Franchise Main Street where we can all get along, we can have a coffee, we can have a beer, we can have a conversation and keep business moving all throughout the day, which I just think sounds so cool and so unique for people who maybe have done roundtables a thousand times and don’t want to do them and try something new. And they’ve just made it really accessible to not have to sneak off to the local Starbucks or go to the hotel next door there. They’ve made it intentional and so I think my advice is you need to make it intentional and do your planning before you go.

Everything you said sounds so much more appealing than the way it has been for years and especially when I first joined where the exhibit hall was just walk around and see a bunch of booths of people trying to sell you CRM software or local SEO or whatever the case may be. So having that really integrated and engaging conversations with the B&I matchmaking thing, that’s brilliant. And it’s perfect for them, right? They are the matchmakers. And actually not having to leave to go to the aforementioned Starbucks on the right to actually get coffee and have a conversation with someone. Why are we letting people leave the exhibit hall? Like it was a brilliant idea to come up with this whole Main Street idea.

Yeah. And you’re not required as a supplier talking, you’re not required to work your booth ever except for the booth hours, which are literally just lunch and drinks each day. And so it’s almost like a less expectation that you have to be working it, but that if you have flyers out or tchotchkes out or whatever, people can still interact with your booth. So I think that vendors need to keep that in mind too. Is there a TV playing something on a reel at your booth at all times? Because there are people in there all the time, even when you’re not. So keep that in mind is how are you telling your story without having a physical human standing in your booth area? Because you paid a lot of money for that.

Yeah.

So, yeah.

One other tip when it comes to the booths for the suppliers, walk away from your booth once in a while. I sometimes think more people actually come up to your booth and get your business card or take a rack card or take whatever you’re giving away and walk away with it because they don’t want to be pitched something, you know, at four o’clock on a Tuesday. But they do want to get your information. So, you know, let the booth breathe every once in a while and go take a walk and get a coffee and let people gather your information. Back in a moment after this word from AnswerConnect, running a franchise can be a challenge. Missed calls, unhappy customers, there’s a solution for that. Meet AnswerConnect, your 24-7 professional answering service. AnswerConnect will make sure every call gets answered, day or night, creating delightful experiences for your customers. With AnswerConnect, you’re not just answering calls, you’re building relationships. AnswerConnect, your business answered. Call 800-584-0234. That’s 800-584-0234. Citrin Cooperman is proud to be the home of one of the leading franchising practices in the country. With over 40 years of franchise experience, Citrin Cooperman provides a full range of services to a vast number of franchise concepts. They work with the owners, operators, controllers, and CFOs of a wide range of franchisers and multi-unit franchisees to help them establish their brands and grow their businesses to the next level. The Citrin Cooperman franchise practice is comprised of experienced CFE accredited professionals providing franchisers and multi-unit franchisees the guidance and insight they need to minimize uncertainty, meet compliance and contractual obligations, and stay focused on building their businesses. For more information, please contact Michael Iannuzzi at citrincooperman.com. We all know hiring is hard. CareerPlug makes it easier with purpose-built software for franchise hiring that is systematic, not stressful. Meet CareerPlug founder Clint Smith at IFA 2026 in booth 700 and get your free copy of his new book, The Franchise People Playbook, a how-to guide based on more than a decade of helping franchise brands build winning teams. Again, that’s booth 700 or visit careerplug.com/franchisors. Scott, how about you? What tips do you want to share with us today about IFA 2026?

Well, first of all, to the four of you, I’m not coming until Monday night, but I know some of you are staying off-site and Kristen, you said you’re bringing all these shoes. If any of you need to store some stuff on-site, Kristen, your shoes, Jack, if you’re bringing an extra black jacket, and you want to store that stuff on-site, I’m there at Mandalay Bay, so you’re more than welcome to throw your things in my room. So a few things for me come to mind. First of all, I think that the goal should always be to connect with people rather than sell to them, right? You’re just sort of like planting seeds as opposed to trying to make deals on-site. I just find that that’s just an easier, more productive thing and just a nicer thing to do. The second thing is, I think, a lot of preparation in advance. It’s just too big a convention to just believe you’re just going to bump into people and have meaningful conversations with them. So I didn’t find out the other day to confirm that I’m able to go. So I’m now in the process of texting people saying, hey, can we set up this meeting at this time? And so try to do that in advance for those people you really want to connect with, including you guys and getting our Rock Star’s picture when to get that scheduled. The third thing, I think, is going with some very specific educational goals. Like, there’s just so much stuff to learn. I’m coming with some very specific questions and I’m targeting sessions that will really kind of help me out with that as opposed to just being more casual about it. So I think knowing in advance what you want to get out of it education-wise and letting up be your focus and not expecting you to learn everything about franchising, I think is a better way to go because otherwise it’s just too overwhelming and you’re not going to get anything.

Yeah, I absolutely agree with the idea of planning things in advance. Try to make some connections beforehand and schedule a little time with someone. I’ve found that if someone has something on their calendar, on their phone, they will stick to it. But if it’s, hey, Scott, let’s try to get together somewhere around the coffee bar, maybe Wednesday morning, it never happens, right? So getting those things in advance on someone’s calendar is great. Also, one other tip on that same note, if you haven’t, check out the app, and I believe it’s called IFA Events. Check out the app. All of the attendees are on there. The app is far better than it was just a couple of years ago when they had some app problems. But check it out. It is called IFA Events. Go to the Apple Store and download it there. And if you’ve got an Android, go to the Apple Store and buy a new phone. And that’s an old joke, but I love it still.

I was just going to say that.

Oh, it still works, doesn’t it? But yeah, it’s a very good app, and all of the attendees are on there. So you can maybe find your friends there too.

One more app plug, Jack. The best part of it is you don’t have to be shuffling through your email or looking for a code to check in. It literally, the very first button on it says open QR code, and that’s how you’re gonna check in and print your badge. And it is so simple, but I just love it, because for somebody that plans all eight of my team members going, I also don’t have to keep them in line. They’re gonna have their app with their QR codes, and it’s beautiful. So yes, I do not usually download the app, but I did, and I am very excited about this one.

Yeah, that’s a great tip. Make sure you have that QR code handy. But I do love it, because you don’t have to have, you know, where’s that email that I got back in December when I registered? Oh, I can’t find it now, so I’m gonna wait in line for half a day. So yeah, one last tip that I wanted to share with everybody, and you guys are probably way ahead of me on this, but I finally broke down and decided I spend too much of my life in an airport trying to find an outlet to plug my phone into, or my laptop or something. So I finally bought a roller bag that has a built-in battery charger. And I know that’s like the geekiest thing on earth, but I’m so excited about it because I’ve just had it walking around airports, looking under chairs and benches, looking for, and tables, looking for an outlet. So no more outlets for me. You can keep them. That’s awesome.

Geek is on brand for you though, Jack.

Oh, it absolutely is. Yeah. Yeah. So yeah, I will tell you how that all works out, but I can’t wait. As Ali mentioned earlier, we will be podcasting inside the storyteller’s corner. There’s going to be the big glass podcast booth set up again. So I will see you all there. And anyone who’s joining us at IFA 2026, please drop by. We will be there doing podcasts all day and into the evening. And as we roll out this show, Derrick, I’m going to throw it back over to you to close us out again today.

Oof, okay. I mean, so many good tips, I think, in this episode. And a lot of what I’m seeing in the messaging and in this conversation has to do with with community and knowledge and building those connections, I think, at a sincere level. And I think to that element, I would just suggest look around when you’re at the IFA, because these are the people that you’re spending more than just five days with. Franchising is a famously difficult industry to leave. You might think that you’re on the way out, but those exit doors tend to deposit you in a different side of the business, or an adjacent brand, or concept. Once you’ve broken in here in this industry, you’re here and you’re one of us. And that’s really powerful, I think, because there’s so much turmoil in the world over what can be termed in-group and out-group distinctions. So, lately, in-group, out-group means some people deserve certain rights, and others don’t. In-group, out-group can dictate whose pain matters, who lives and who dies. But here, in this smaller, saner pocket of the world, our default setting in the franchise industry is to respect one another, to celebrate one another’s expertise, and encourage mutual prosperity. And I think that that’s because we have that revolving door, and we’re always cycling through different positions and different vantage points. And we value each other because we have been in each other’s shoes. So, this is your group. These are your mentors, your colleagues, your competitors, your former and future employers. This is your past and your present. So, I would advise you, look around. This is a rare place. It’s a good place, and it’s as worthy of you as you are of it.

Thanks to Derrick, Ali, Scott and Kristen for joining me today on this IFA 2026 edition of Social Geek. We’ll see you guys in Vegas. Also thanks to the Social Geek sponsors. Be sure to visit them at IFA 2026 in Franchise Main Street. AnswerConnect will be at booth 611, Citrin Cooperman at booth 834, CareerPlug at booth 700, and Thunderly at booth 329. And thanks to you for listening, telling a friend about us, and staying connected on the Social Geek Radio Network.