Historic Cemeteries, Modern Opportunities | Connecting Directors

Historic Cemeteries, Modern Opportunities

CANA Convention Highlights Cremation Memorialization with Mount Auburn’s Regina Harrison

As it has steadily become the most popular form of disposition in the US and Canada, cremation has an unearned reputation as a no-frills alternative to burial. Members of the Cremation Association of North America(CANA)believe this could not be further from the truth. They know cremation offers opportunity for creativity and personalization, even in the most historic spaces. At CANA’s 107th Annual Cremation Innovation Convention in Phoenix this August 6-8, 2025,you can see how Mount Auburn Cemetery is seizing this cultural moment to think creatively and sustainably about cremation as permanent memorialization—and communicate this to the families it serves.

Founded in 1831,Mount Auburn Cemetery in Cambridge and Watertown, Massachusetts, pre-dates the use of modern cremation–but that doesn’t mean the organization has been restrained by past tradition. In her session, Historic Cemeteries Facing the Future(sponsored by Passages International), Mount Auburn’s Director of Sales, Regina Harrison, shares how the cemetery offers a wide selection of cremation burial options. These range from simple, unmarked direct-earth interment to centrally located premium graves, meeting a variety of customer needs and budgets. She’ll show you how these solutions can work for you and your families, too.

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“Memorialization is a deeply personal choice, and there are many reasons why a family might have chosen to set a monument, to share a monument with others, or to forego a monument altogether,” Regina notes. “People are often surprised that historic cemeteries still have space available, but the growing popularity of cremation provides the perfect opening to introduce unique burial and memorialization opportunities.”

With over 15 years at Mount Auburn Cemetery. Regina’s background in anthropology and natural preservation informs her service to families and engagement with the community. She leads cultural change by bringing her experience on meeting customer needs and enhancing cemetery landscape, balancing ideas about sustainability and grave maintenance with the concept of perpetuity. She will share preliminary results of Mount Auburn’s research into the impact of various forms of disposition, burial, and memorialization as they look to the future.

Finding creative solutions for your organization’s continued growth takes center stage in every session:

• In the keynote, Joan Fox, President of Inspired Solutions, asks Are You Creating or Killing Customer Loyalty?, and shares why customer satisfaction is an inadequate goal, how company culture and customer loyalty are connected, and what strategies measure customer loyalty to grow your business.
• Take a close look at Ethics in Cremation: A Colorado Case Study with Faith Haug, Program Director of Arapahoe Community College Mortuary Science Program, and explore three pivotal cremation cases and how they directly influenced Colorado’s funeral service laws and public trust.
• Two experts take the stage to share Data-Driven Digital Marketing Fundamentals with advice to build your business. Scott Jensen, Co-owner of FirstCall Marketing, offers Steps to Take to Know If Your Marketing is Working or Not. Then, Zack Moy, Co-founder/CTO of Afterword, guides you through The Efficient Funeral Home: A Data-Driven Look at Technology Implementation.
• Succession planning and driving enterprise value should always be top of mind, so Jake Johnson, President & CEO of Johnson Consulting, will show how to Exit with Success: Succession Planning and Your Business.
• Barbara Kemmis, Executive Director of the Cremation Association of North America and Chance Parker, Chief Research Officer of Fortitude Research + Marketing, present the Cremation Practitioner Benchmarking Study of insights into current practice and provides strategies to address future challenges.

Get ready to meet client families’ needs with diverse and flexible options at CANA’s 107th Annual Convention with Mount Auburn’s Regina Harrison this August 6-8, 2025. Special rates are available for teams to learn, grow, and implement strategies together. Plus, the schedule is redesigned to ensure you can explore the Valley of the Sun in the cool mornings and evenings and fully savor the networking and learning in the air-conditioned Convention hall during the heat of the day.Visitcremationassociation.org/CANA25to learn more and register today!

About CANA

Founded in 1913, the Cremation Association of North America (CANA) is an international organization of over 3,700 members, composed of funeral homes, cemeteries, crematories, industry suppliers, and consultants. CANA members believe that cremation is preparation for memorialization