The 2025 PECAA Annual Meeting was our biggest and boldest yet – and it was all about the power of storytelling. With a record-breaking 374 first-time attendees and the highest number of doctors ever, the atmosphere in Orlando buzzed with new connections, shared experiences and a collective passion for private practice optometry.
More than 65 vendor partners brought the Partner Pavilion to life, engaging members with valuable tools, services and resources to fuel their growth—proving once again how the PECAA community helps write the story of independent eye care.
Stories that Span Generations
Whether you’re just launching your practice or have decades under your belt, your story matters—and this year, we saw the full spectrum of PECAA membership come together: Propel, Launch and Max.
A standout moment from the closing general session spotlighted the Manning and Welder families —two powerful examples of legacy and vision. Justin Manning, OD, MPH, FAAO and PECAA Chief Member Experience Officer, paid tribute to his father, Bruce Manning, OD, a veteran independent optometrist who retired in 2024 after a successful 42-year career.
Meanwhile, William Welder, OD, with Prairie Vision Center in Wahpeton, ND, who has been practicing since 1995, was joined by daughter Whitney Welder, a soon-to-be graduate of Pennsylvania College of Optometry, who’s ready to step into the world of private practice herself.
“The strength of our profession lies in the stories we share and the connections we build. That’s what makes this meeting special,” said Dr. Justin Manning.
Giving Back with Purpose
This year’s PECAA Gives campaign raised a record $40,000 for Page 15, an Orlando-area nonprofit that nurtures young voices through free creative writing and literacy programs.
“This incredible donation supports our mission to empower young writers,” said Julia Young, Page 15 Executive Director. “Thank you, PECAA members and vendor partners, for ‘seeing’ the power in every young voice.”
Keynotes that Moved and Motivated
Matthew Luhn: Whoever Tells the Best Story Wins
The meeting opened with a powerful keynote from Matthew Luhn, former Pixar storyteller and story consultant for global brands. With humor, heart and Hollywood insights, Luhn showed how storytelling isn’t just for entertainment—it’s a vital business tool.
“Story is king,” he told the crowd. “Whoever tells the best story, wins.”
Using examples from Toy Story, Up and his own unexpected Jeep-buying adventure, Luhn explored how emotion drives memory, trust and action—whether in movies or in patient care. He shared that while facts alone are forgettable (only 5% are retained after 10 minutes), stories stick—with 65% of people remembering them. That’s the power of emotional connection.
“In your practice, what story are you telling?” he challenged the audience. “Every color, font and design on your website and walls tells a story—so be intentional. Tell one that makes people feel something.”
He broke down the anatomy of a compelling story:
- A hero (your patient, your team)
- A goal (clear vision, better health, confidence)
- Obstacles (cost, confusion, fear)
- And a change (the transformation that happens through your care)
“Great stories don’t need 90 minutes—they can be 90 seconds,” he said. “What matters is authenticity, emotion and connection.”
Whether explaining a diagnosis, motivating a team or differentiating your practice, Luhn showed how masterful storytelling can turn every interaction into a meaningful moment—and a lasting impression.
Chaunté Lowe: Building Boundless Resilience for Teams
The event closed on an unforgettable note with Chaunté Lowe, four-time Olympian, three-time World Championship medalist, 12-time US National Champion high jumper, breast cancer survivor, and true embodiment of resilience. Her keynote, “Building Boundless Resilience for Teams,” was a powerful reminder that no obstacle is insurmountable when we lean on collective strength.
Through raw and moving stories from both her athletic and personal journey, Chaunté inspired attendees to cultivate courage, collaboration and confidence in every part of their lives and practices.
“Hope can be the fuel that takes you from where you are to where you want to go,” she said.
Chaunté challenged attendees to reframe adversity, prioritize open communication and build cultures where trust and teamwork thrive. She emphasized that resilience isn’t just individual grit—it’s about empowering those around you to rise together.
“Success isn’t a solo journey. When you tap into the strength of your team, you create something extraordinary,” Lowe shared. “Own your story—it’s one of your most powerful tools.”
With practical tools for fortifying team dynamics, enhancing communication and leading through change, her message left attendees energized, united and ready to face the future—together.
Education and Connection: Where Stories are Shared
This year, attendees earned 672 hours of COPE and 211 hours of ABO/NCLE credits through accredited courses tailored for both clinical and business success.
We also doubled down on Peer-to-Peer (PTP) sessions, offering even more opportunities for doctors to connect in small groups for a facilitated discussion to share insights on everything from maximizing vision care plans and dry eye protocols to modern leadership, billing strategies and staffing success.
Practice staff also took center stage in their own General Session, learning how the art of storytelling can elevate team culture, improve patient loyalty and drive business success.
Game on: The PECAA Challenge
We watched the competitive spirit come alive with the PECAA Challenge inside the event app, where members earned points for exploring education, vendor booths and more. A total of 3,975 points were available, but only a few rose to the top:
- 1st Place: Alison Halpin, OD & Bill Halpin, OD, Maltavista Optometry and Orthokeratology (Ballston Spa, NY) – 3,975 points
- 2nd Place: Ashley Baggett, St. John’s Eye Care (Palatka, FL) – 3,875 points
- 3rd Place: Alysha Rodriquez and Mirany Ayala-Arizmendi, both with Miller Optometry (Yucaipa, CA) – 3,550 points
A Night to Remember: Member and Vendor Appreciation Event
PECAA’s legendary Member and Vendor Appreciation Event once again stole the show—this time at Mango’s Tropical Café in Orlando. From a dazzling Latin-inspired dinner show with Dancing with the Stars performers Alan Bersten and Emma Slater, to a Samba dance party and an electrifying performance by the iconic Sheila E, the night was full of rhythm, color and unforgettable moments.
Some members and vendors kept the party going at the speakeasy after-party, where DJ 13lackbeard spun high-energy beats late into the night. This year’s themed dress competition added color and life to the evening, with a few special winners:
- Best Solo Female: Kerri Ann Coombs, OD, DeCordova Eyewear (Houston, TX)
- Best Solo Male: Kennard Herring, OD, Nostalgic Eye Care (Philadelphia, PA)
- Best Practice (3-way tie): Elite EyeCare (Hernando, MS), Goldsmith Eye Care (New Prague, MN), White Spruce Optometry (Bemidji, MN)
