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Helping Dealers Thrive Through Digital Transformation

Dealer Principals, System and Hedberg Admins, and the curious – mark your calendars for the in-person Dealer Technology Conference. This event is an evolution of past Hedberg Dealer Automation Conferences. It will include information on the changing dealer automation landscape, updates on Hedberg and Steelcase IT initiatives, third-party software tools, visits to the Steelcase campus, and more. Steve Miller, Chief Technology Officer at Steelcase, will deliver the keynote address. ​

Key Information

When: November 5-8, 2023​

Where: Amway Grand Plaza Hotel, ​
Grand Rapids, MI​

Cost: $349 per person ​
$399 per person after Sept. 15​

Registration: Opening Summer 2023​

Transportation: Attendees are responsible for their own transportation between the airport and the event. Transportation will be provided to Steelcase for campus tours.​


The conference will include:

  • Discussion on the changing dealer automation landscape

  • Updates on Hedberg & Steelcase IT initiatives

  • Dealer networking opportunities

  • Dealer-led discussion groups

  • 3rd-party dealer software tools

  • Optional 3rd day: Steelcase campus tours and additional time with staff.

  • Conference hotel rate: $144/night. Register here.

  • Conference Registration: Register here.​

  • Vendor Fee Structure –

    • $2000 includes two attendees, a table setup in the event area, and option to host one-hour breakout sessions

  1. Complete the Conference Registration Form.

  2. Make your hotel reservations.

  3. Make your flight arrangements (you’re on your own with this one).

  4. Review the conference breakout sessions.

  5. Plan your time using the conference calendar of events.

  6. See who else is coming. Make connections with dealer, Hedberg, or Steelcase attendees before and during the conference.

We look forward to seeing you in June!


Can't find an answer on our FAQ page?  Then contact the Hedberg Event Planning Team if you have any other questions about the conference.

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