Will Guidara, keynote speaker at the 2026 TASA Midwinter Conference, is the bestselling author of Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect. In this powerful book, Guidara shares transformative lessons from his experience leading Eleven Madison Park to become the world’s No. 1 restaurant — not through perfection, but through unexpected generosity, personalized service, and a deep commitment to making people feel seen and valued. This spring, join TASA’s Jill Siler for a free, virtual book study open to all TASA members. All you need to join is a copy of the book!

Book Study Dates

Save these dates and reserve your spot when registration opens in November 2025. All study sessions will be held 1:30-2:30 p.m.

• February 17: Chapters 1-4
• March 3: Chapters 5-8
• March 31: Chapters 9-12
• April 14: Chapters 13-16
• April 28: Chapters 17-20

Registration

Registration is FREE to TASA members and $25 per person (for the six-session series) for non-members.

How to Register

1. Log in to the TASA Member Services Center (how-to information)
2. Once logged in, click on this link to go directly to the registration page for this event or use the left navigation on your member profile to go to “Upcoming Events” and choose the event for which you would like to register.
3. Select the person you would like to register and click on the “Register Now” button.
4. Follow the prompts to complete checkout.