Here are some things to know.

First Time?

From education to eats, learn a little more about the premier conference in HME.

First-time Attendee Social

Start Heartland off right with our First-time Attendee Social. Network with fellow first-time Heartland attendees at a local hotspot and learn how to make the most of your first conference!


The Heartland Conference is held in downtown Waterloo, Iowa. While our social events take place in a number of different breweries, restaurants, and community spaces on the scenic Cedar River, the educational sessions and exhibit hall you’ll be attending will be hosted at the Waterloo Convention Center at Sullivan Brothers Plaza. Transportation to and from the venues is provided. 

Arriving at Heartland

The main entrance to the convention center is at the corner of 4th and Commercial Street. VGM shuttles will be making regular stops at each venue throughout the duration of the conference, and drop off at 4th and Commercial. Shuttle pick-up at the convention center will be at the corner of 4th and Jefferson.


Attire and Weather

While we do like to have fun at Heartland, it is a professional conference. We recommend that attendees wear business casual attire, along with your conference name badge, when at conference-sponsored sessions and events. 

Iowa summers are notoriously hot and humid, and Waterloo is no exception. Bring attire for the heat if you intend to spend an extended period outside. There’s also a possibility for thunderstorms, so keep an eye on the weather and bring a raincoat if some are expected. The weather can be hot, but the classrooms tend to run on the cooler side. We recommend that you bring a light sweater if you’d like to avoid feeling chilly in convention spaces.

VGM Journey

We encourage all of our guests to visit our headquarters! We’ll be running regular tours where you’ll get to see where the magic happens. Meet the folks you work with, learn more about our company, and discover new ways to maximize your membership when you stop by. You’ll be able to sign up for tours at the Waterloo Convention Center at Sullivan Brothers Plaza.