Here are some things to know.

First Time?

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

night scene of people watching fireworks over a bridge in Waterloo during Heartland
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 you’ll be attending will be hosted in the Five Sullivan Brothers Convention Center and Van G. Miller Adult Learning Center. 

The learning center is part of Hawkeye Community College and bears our late founder’s name as the result of a generous donation to the college from the Van G. Miller Family Trust. 

Arriving at Heartland

The main entrance to the convention center opens to W. 4th Street (south side), and the main entrance to the learning center can be found on Jefferson Street (north side). VGM shuttles will be making regular stops at each bulding. 

If you’re driving, we encourage you to use the free parking ramp at 190 W. 5th Street or the public parking lot located outside the main entrance of the learning center. 


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 warm in June, 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.

Tour VGM

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 convention center.