You know a place is popular when the coffee runs out before 9 a.m. Thus was the situation at the HFA Member Hub at The HFA Show 2026 in San Diego.

Located in an accessible area in the San Diego Convention Center lobby across from the registration desk, the Hub welcomed HFA members from around the globe for orientations, meet-and-greets, mini-roundtables, focus groups, and the debut of an HFA-hosted pitchfest, where new companies made their case to select members (more on this in next month’s HFB). The Hub was also a place to hold impromptu meetings or just hang out, decompress, and network in a casual atmosphere.

Overseeing the HFA Member Hub was Nicole Johnson, HFA senior director of membership, who has been with the association for 27 years. Every year, Johnson hosts a “Making Connections” orientation session for new attendees or anyone else who wants to learn how to get the most out of the conference and trade show.

Serving under Johnson’s benevolent reign was a rotation of HFA staff helping members get situated and answer questions about the trade show, educational sessions, HFA membership, and even the weather (yes, that happens).

This year, the Hub reached new levels of popularity, which at times made the area’s capacity standing-room only. Johnson and her team will take that into account when organizing the next Member Hub at The HFA Show 2027 in Las Vegas (March 10-12)—along with ordering a more robust coffee supply.

For now, here are some scenes from this year’s HFA Member Hub.