Chamber’s Choice Small Business Conference and Celebration
We know that being a small business owner is one of the most challenging (and rewarding) endeavors there is. And we also know that living and working in a strong small business community makes all our lives better. From the places we shop and dine to the businesses we trust to care for our homes and loved ones, small businesses show up for us when we need them. This conference is our way of showing up for them.
That’s why this year’s theme is “Small is Your Superpower: Make Your Size Your Competitive Advantage”.
Hosted by Varnum LLP and Kabundant, the Southwest Michigan First Chamber’s Choice Small Business Conference & Celebration exists to do two things: bring the most interesting, insightful, and timely voices here to pour into our company leaders, and pull those leaders out from their stores, offices, and work, so our entire community can celebrate what they’ve built. Together.
The day culminates with the Chamber’s Choice awards, presented by LMCU, where we’ll reveal this year’s winners live and celebrate the outstanding businesses and leaders shaping our region.
If you attend one event this fall, make it this one!
Join us on Thursday, September 17, from 1 to 5 p.m. at the Dalton Recital Hall on the campus of Western Michigan University.
Vote for the Chamber’s Choice Awards
Help recognize the businesses and individuals making a difference in the greater Kalamazoo area! Now through midnight on Sunday, August 16, 2026, the public is invited to vote for the nominees they’d like to see advance as finalists in the 2026 Chamber’s Choice awards. Your vote determines who moves on to the final round.
Once the finalists are announced, Southwest Michigan First Chamber members will cast the final vote to determine this year’s award winners in each of the nine categories:
- Entrepreneur of the Year
- Nonprofit of the Year
- Alumnus/a of the Year
- Woman-Owned Business of the Year
- BIPOC-Owned Business of the Year
- LGBTQIA+-Owned Business of the Year
- Veteran-Owned Business of the Year
- Chamber Member Business of the Year
- Chamber Member Business of the Year
- Bonus: Chamber Ambassador of the Year
Then, join the excitement on Thursday, September 17, as the winners of the 2026 Chamber’s Choice Awards, presented by LMCU, are announced live on stage!
What You Can Expect at the Conference
At 1 p.m. on Thursday, September 17, we’ll kick things off with a lobby full of leaders arriving and welcoming one another, ready for the day ahead. From there, the day moves through keynote presentations, intimate breakout sessions, an awards ceremony celebrating our best, and a post-event happy hour reception to close it all out right.
Keynote Session
We bring in regional and national voices to set the tone for the afternoon and give every person in the room something to carry back to their business.
Breakout Sessions
Smaller rooms, deeper conversations. Our breakout sessions are where attendees dig into the topics that matter most to running and growing a business right now. Come ready to participate.
Chamber’s Choice Awards Ceremony, presented by LMCU
This is the moment you’ve been waiting for. We announce the winners of the Chamber’s Choice Awards across nine categories, honoring the businesses and individuals making a real impact across greater Kalamazoo and beyond. Finalists are nominated and voted on by the public (that’s YOU!), and the winners are revealed live on stage.
Post-Event Reception
The ceremony ends, but the celebration continues. Stick around to take photos, congratulate the finalists and winners, and share your favorite moments from the day. This is one of the best hours of the year.
Purchase your ticket now, as this event is expected to sell out.
About our Featured Speaker
Shawna Suckow, CSP – Keynote Speaker, Author, Consultant, and Small Business Rebel
Shawna is an internationally recognized business strategist, professional speaker, and author who has spent more than two decades helping entrepreneurs and small business owners grow with confidence. As the author of Small Is Your Superpower (the inspiration behind this year’s conference theme), Shawna challenges business owners to embrace what makes them different and leverage their size as a competitive advantage. Her practical, no-nonsense approach will leave you with actionable strategies you can put to work immediately.
Keynote: Small is Your Superpower
Breakout Sessions
Session 1: Lean Into Your Weird: How Differentiation Beats Competition Every Time, by the Michigan Retailers Association
Best for: Retail and restaurant owners; anyone who feels squeezed by bigger competitors
Your quirks aren’t a liability. They’re your edge.
In a marketplace that rewards the loudest and the largest, small businesses can’t win by playing it safe. The Michigan Retailers Association will show you why the things that make you different, like your story, your obsessions, your product choices, your vibe, are actually your greatest competitive advantage. Learn how to stop apologizing for what makes you unusual and start making it the whole point.
You’ll leave with:
- A framework for identifying and naming what genuinely sets you apart
- Real examples of Michigan businesses that turned their weird into a following
- Tactical ideas for putting your differentiation front and center
Session 2: Who Wants What You Have and Why? Think You Know Who Your Audience Is? Think Again, by Michael Prebenda | Evergreen Hill, LLC
Best for: Business owners, marketing coordinators, and anyone responsible for reaching new customers
Most businesses are guessing who their customers are. This session helps you stop guessing.
Marketing executive turned consultant Michael Prebenda walks you through a research-backed framework for understanding who actually wants what you’re selling, what motivates them to buy, and how to find out — even on a small business budget. Using a real-world case study and live audience interaction, Michael will show you how to move from guesswork to genuine customer insight and why that shift is the most important thing you can do for your marketing.
You’ll leave with:
- A framework for profiling your customer by demographics, attitudes, and behaviors
- A clear understanding of what actually motivates a purchase decision
- Practical, low-cost approaches to gathering real customer insight
Session 3: The Attention Economy Isn’t Fair for Small Businesses. Here’s How to Win Anyway, a5 Branding & Digital | Chicago, IL
Best for: Business owners and anyone responsible for digital presence or marketing spend
Big brands have big budgets. You have something better: focus.
The digital landscape is noisier than ever and most small businesses are spreading themselves thin trying to be everywhere at once. The team at a5, a Chicago-based brand and digital agency, will break down where small businesses should actually be spending their limited time and budget online, how to build a brand presence that cuts through, and why being specific beats being everywhere. This is a strategy session disguised as a reality check.
You’ll leave with:
- A clearer picture of where your digital presence is strong and where it’s costing you
- A simple framework for making smarter decisions about channels and content
- Practical guidance on building brand consistency without a big agency budget
Session 4: Office Hours with Shawna Suckow, CPCE | Consumer Futurist and Keynote Speaker
Best for: Anyone who left the keynote with a question they didn’t get to ask
You heard the big idea. Now let’s go deeper.
This is a rare chance to sit down with Shawna in a smaller room and get tactical. Bring your specific situation, your skepticism, or your stickiest challenge.
You’ll leave with:
- A more honest picture of who your best customer really is
- Practical next steps you can act on right away
Become a Sponsor
Sponsors of the 2026 Chamber’s Choice Small Business Conference and Celebration will show their support of the small business community and gain valuable exposure with key potential partners.
Interested in sponsoring? Email chamber@southwestmichiganfirst.com.
Watch the inspiring stories from the 2025 winners in every category here.