Announced on April 21, P3® – The Practice Innovation Conference will transform into P3® – The Virtual Experience, a series of online, interactive content taking place in June. The in-person experience was previously cancelled due to the COVID-19 pandemic. View the P3 home page for more information.

P3 Update: Coronavirus (COVID-19)

Update as of April 21, 2020

To the P3 Community-

Earlier this month, the Legal Marketing Association (LMA) announced its decision to cancel the in-person experience for its P3® – The Practice Innovation Conference and explore virtual options. I am excited to announce that the P3 Conference will transform into P3® – The Virtual Experience, a series of online, interactive content taking place in June.

As some of you have experienced yourself, economic hardships are already impacting our industry. Firms are looking for new approaches to pricing models, more efficient and effective ways of doing business, and technologies and processes to ensure business continuity. The ability for LMA to pivot to a virtual event — offering you the chance to learn from our valued speakers, panelists, sponsors and exhibitors — is critical to help your organization today, and position you for greater success in the future.

This new format will allow the opportunity:

  • For registrants to experience the conference and gather best practices on the topics of pricing, project management and process improvement critical to success in today’s business climate without the risk or cost of travel;
  • To attend all offered sessions rather than needing to choose among concurrent breakout sessions;
  • To network virtually with our engaged and growing group of business of law professionals, including through an online community as well as visiting virtual exhibitor booths;
  • For P3 speakers and panelists to continue to share their thought leadership and best practices that will help law firms survive — and even thrive — during this economic downturn; and 
  • To attend virtual product demos and educational sessions from leading sponsors and exhibitors in the legal industry and hear timely updates and information about products, services and approaches.

Specific timing for P3 – The Virtual Experience, as well as registration and confirmed sessions and speakers, will be shared in the next two weeks.

Our team anticipated many of what we believe will be the "FAQs" for this decision and the new online event for attendees, speakers and partners at the end of this message. If you have any questions that are not addressed, please don't hesitate to reach out to

In a time of turbulence and uncertainty it is nice to have some things to look forward to. I hope that this message provides some of that for you. I look forward to connecting with you online during P3 – The Virtual Experience in June!


Jill Huse
2020 LMA President
Partner, Society 54, LLC
(704) 458-3210

Frequently Asked Questions

Why was the in-person P3 Conference cancelled?

Earlier this month, LMA announced its decision to cancel the in-person experience for LMA’s P3® – The Practice Innovation Conference and explore virtual options.

The in-person experience for P3  The Practice Innovation Conference was cancelled due to the continuation of the COVID-19 pandemic. This decision to cancel the in-person experience was made to protect the health, safety and well-being of our attendees, speakers, sponsors, exhibitors and staff. It goes without saying that this decision was not entered into lightly, especially in this highly complex environment.

P3  The Virtual Experience is our approach to deliver the highly valuable, timely competitive intelligence and information about pricing, process improvement and project management best practices at a time where those disciplines are of the utmost importance.

When is P3 – The Virtual Experience taking place?

Knowing the importance and timeliness of the best practices that were to be shared at the in-person conference, we are looking to hold P3 – The Virtual Experience in June 2020. Specific dates, times and registration options for the virtual event will be shared shortly.

I’m already registered to attend the P3 Conference. What happens to my registration?

All registered attendees will automatically be registered for P3  The Virtual Experience. Full conference registered attendees will have the opportunity to add two complimentary registrations for team members or colleagues in your firm or organization that would benefit from this timely content. Alternatively, attendees can receive a refund for the difference in registration. More information about registration options will be shared in the next two weeks. 

What if I would like to cancel my registration?

We are confident that you will be impressed by the lineup and opportunities presented through P3  The Virtual Experience and look forward to sharing more information in the next two weeks. However, if you’d prefer, you can cancel your registration today. Cancellations received in writing by Wednesday, May 20, 2020, will be refunded to your original form of payment. No refunds will be given after Wednesday, May 20, 2020.

Please contact P3 Registration at to cancel or make changes.

What about flight and travel arrangements made for the cancelled in-person conference?

All attendees need to contact their own airlines/travel insurance companies to understand their policies and whether flights can be transferred and what penalty fees, if any, may apply.

How do I cancel my hotel reservation(s) for the cancelled in-person conference?

If you have a hotel reservation at the Swissotel, please call (312) 565-0565 to cancel your reservation. 

What will happen to my session at the P3 Conference? 

Our goal is to maximize the amount of already planned P3 sessions for P3  The Virtual Experience. The LMA Education Team (; (312) 673-5386) will be in close contact with you about next steps to transform your session to be virtual  and to answer any questions you might have.

What will happen to partners and their financial support of and visibility at the P3 Conference?

All partners will have the opportunity to convert any element in your partnership to P3  The Virtual Experience or take advantage of existing LMA year-round programs. Scott Narug (; (312) 673-5974) will be in close contact with you for any further updates and to answer any questions you might have.

If you have any questions, please contact

Update as of April 8, 2020

To the P3 Community-

After significant time, energy and evaluation, the LMA Board of Directors has decided to cancel the P3® – The Practice Innovation Conference in-person experience. Ultimately, protecting our attendees, speakers and panelists, sponsors and staff is our top priority. In these challenging economic times, we recognize that the need for this conference and the ability to share best practices and innovative ideas that help drive efficiency and the business of law forward is more important now than ever. With that in mind, we are exploring options for a virtual experience and will have an update for you soon, along with information on next steps for how you can join us virtually.

On behalf of the LMA Board of Directors, I would like to extend our sincere appreciation to all who have already given so much to support the P3 Conference this year:

At the very heart of LMA is a strong sense of community and support, including this tight knit and growing group of business of law professionals. The unique connections and the ability to be a part of something bigger is what makes LMA and, specifically, the P3 Conference so remarkable.

Thank you for being part of the P3 community and part of our entire community. Stay safe, stay well and stay strong.


Jill Huse
2020 LMA President
Partner, Society 54, LLC
(704) 458-3210

If you have any general questions about the cancelation of the in-person P3 Conference, please do not hesitate to reach out to

Update as of March 10, 2020

The health, safety and well-being of attendees is our top priority. We are paying close attention to direction from the World Health Organization (WHO), Centers for Disease Control and Prevention (CDC), and Chicago Department of Public Health on the specifics of the Novel Coronavirus (COVID-19).

Based on current information from the CDC and WHO, the 2020 P3 – The Practice Innovation Conference will continue as planned, June 10-12 in Chicago. We will provide further updates to attendees and exhibitors accordingly during the next few months.

What to Expect On-Site

In addition to regular health and safety procedures, the following additional measures will be implemented at the conference:

  • Increased availability of hand sanitizing stations and soap supplies 
  • Increased cleaning and disinfection in high-volume areas 
  • Urging attendees and exhibitors to follow proper respiratory etiquette and hand hygiene 
  • Urging anyone experiencing symptoms of any suspected illness to isolate and seek medical attention if symptoms develop 
  • Promoting a "hug- and handshake-free" conference and using the mobile app and electronic exhibitor lead retrieval systems for sharing contact information 
  • And other measures in accordance with the latest guidance 

We will continue to monitor official travel advisories related to COVID-19 and encourage you to visit the following websites for tips and travel recommendations.