I joined SHFM last fall and attended the national conference in October. So when the WISE event came up, I was still finding my footing in the organization. A colleague on the planning committee had attended the previous gatherings and told me it was worth it. That was enough for me.

I went in expecting something intimate. What I did not expect was to walk away knowing myself a little better than when I arrived.

A Different Kind of Conference

WISE lives up to its title: Women Inspire Support Excellence. The programming was deliberately oriented toward personal growth, not just professional development. And while I had some sense of that going in, the experience itself still caught me off guard in the best way.

One of the most memorable moments came early, during a pre-session VIA Character Strengths Survey facilitated by Bevin Mugford from InspireCorps. You fill out the survey beforehand and arrive with a ranked list of your top leadership attributes. Mine included honesty, gratitude, hope, kindness, and an appreciation of beauty and excellence. Reading through the list, I thought I understood what it was telling me. Then the session started.

Someone in the room raised her hand and said she had kindness in her top five, but did not consider herself a kind person. The facilitator asked whether she was in a sales or business development role. When the answer was yes, the facilitator explained that kindness, in the context of this framework, is not simply the act of being kind. It is anticipating the needs of others and acting on them without being asked. That clicked for me immediately, because I do that too.

Then came my own moment of honesty, so to speak. The facilitator noted that people who score highly in honesty tend to be forthright and direct. The kryptonite of that strength? Bluntness. People can put up walls when you are too direct, and in those moments, the very trait you value most can work against you. That was not comfortable to hear, but it was true, and it was useful.

The Table 14 Experience

Much of the second day was spent in a masterclass led by Molly Hunt, focused on storytelling and executive presence. The sessions were interactive, and our small table groups became the testing ground for everything we were learning.

One exercise stands out. You had 30 seconds to speak on a random topic while your partner actively listened. Then your partner looked away, checked their phone, turned their attention elsewhere. The effect was immediate and disorienting. My mind went blank. Whatever I had planned to say simply left me. Everyone at the table experienced the same thing. It sounds simple, but it drove home something important: presence matters. Being heard matters. And being a present, engaged listener is its own form of leadership.

Through those exercises, I developed real connections with the women at my table: Meg, Danielle, Vicki, and Heidi. We were vulnerable together. We made mistakes together. In a typical industry event, you present yourself as polished and confident. Here, we were all of that and also genuinely open. That combination creates a different quality of connection.

I also found something unexpected in the room: a number of other cancer survivors. I already knew some of them, and meeting others I had not was one of those quiet, meaningful moments that a larger conference rarely makes room for. The smaller format allowed for it.

What the Sound Bath Revealed

I want to mention the sound bath, because I would never have sought it out on my own, and I am glad I tried it. Shayla Martin led the session, using a variety of sounds and vibrations, some of which you feel physically, not just through your ears. You close your eyes, or hold a soft gaze, and simply listen.

When I left, I felt relaxed. I also felt a strong pull toward a shoulder massage. Apparently that is where I hold my tension. I did not know that before. If the opportunity comes up again, I will take it.

What I Brought Back

WISE reminded me that the food service industry is full of accomplished, thoughtful women who are doing serious work and are also willing to be real about the challenges they face. The SHFM community operates without the hierarchy that separates corporate/client members from supplier members in some other organizations. Everyone is equal. That matters, because it creates the conditions for honest conversation.

I left feeling more informed, more empowered, and with a clearer picture of how my strengths serve me, and where they do not. Those are the kinds of takeaways that have a longer shelf life than any session slide deck.

If you are a woman in this industry who is on the fence about WISE, my advice is straightforward: go. It is smaller than a national conference, and that is exactly the point. You will not just meet people. You will actually get to know them.

Ann Roebuck is Vice President at Envision Strategies, where she focuses on corporate dining consulting and client partnerships.