Transform Overview

The who, what, where, when, and why

Why Attend?

SurePrep Transform is an immersive 3-day conference on the latest technological advancements in digital tax return preparation.

Sessions will cover advanced digital tax return preparation topics with a practical focus on actionable steps. Participants will learn how to leverage the latest advancements in automation, implement best practices, and adapt to the future. Between sessions, the scenic beach-side hotel provides ample opportunity to connect with like-minded professionals.

Artificial Intelligence and Machine Learning are fueling digital disruption in the 1040 space. See the latest product demos and attend Q&As with innovators. The strategic insights you gain at SurePrep Transform will help your firm foster growth, overcome staffing shortages, and streamline workflows.

Who Should Attend?

SurePrep Transform will include valuable content for Partners, Managers, Administrators, IT, and the SurePrep Champions in your office.

SurePrep Transform attendees

2021 Attendees

If you’re looking to network with the industry’s best and brightest, this conference attracts top talent every year!

  • Principal/Partner/Director – 32%
  • Tax Technology Leader – 6%
  • Tax Manager – 32%
  • Tax Associate – 19%
  • Administrators – 8%
  • Other – 1.57%




Tax Manager


Tax Associate




Tax Tech Leader

Featured Speakers

SurePrep Transform will feature thought leaders in the tax and accounting space, in addition to client success panels, roundtable discussions, and in-depth explorations of the product roadmap with CEO David Wyle.

Sessions will focus on ways to harness the power of technology to streamline tax season for your firm and your clients. Topics include strategies for change management and process improvement; ways to leverage emerging AI-driven technologies; and best practices to maximize efficiency for firm administrators, preparers, and reviewers.

View the agenda for speaker and session information!

David Ben - Creativity Expert and Master Magician

Photograph by Paul Alexander

Keynote Speaker: David Ben

Creativity Expert & Master Magician

David Ben inspires people to strike the word “impossible” from their vocabulary. A master problemsolver, David uses his training as a former tax lawyer, a graduate of the London School of Economics, and
a world-class magician to make perplexing problems in business simply disappear. Learn more about David Ben on his website.


Sunday, October 23rd

    4:00PM – 6:00PM Cocktail Reception

    Monday, October 24th

      6:30AM – 5:00PM Registration/Information Desk
      7:00AM – 8:00AM Breakfast
      8:00AM – 9:00AM Opening Remarks and Key Note
      9:00AM – 9:50AM General Session
      9:50AM – 10:10AM Break
      10:10AM – 11:40AM General Session
      11:40AM – 12:20PM Lunch
      12:20PM – 12:45PM Sponsor Spotlight
      12:50PM – 3:20PM Learning Sessions
      3:20PM – 3:40PM Break
      3:40PM – 4:30PM Learning Sessions
      4:35PM – 5:00PM Sponsor Spotlight
      5:30PM – 10:30PM Offsite Social Event (Transportation Provided)

      Tuesday, October 25th

        6:30AM – 5:00PM Registration/Information Desk
        7:00AM – 8:00AM Breakfast
        8:00AM – 8:50PM General Session
        9:00AM – 10:30AM Learning Sessions
        10:30AM – 10:50AM Break
        10:50PM – 12:20PM Learning Sessions
        12:20PM – 1:10PM Lunch
        1:10PM – 2:00PM Sponsor Spotlight
        2:10PM – 3:00PM Learning Sessions
        3:00PM – 3:20PM Break
        3:20PM – 4:50PM General Session
        5:00PM – 5:15PM Closing Ceremony

        Keynote Speakers

        • Problem Solving and Innovation Using Magic – David Ben
        • The Relationship Between Employee Experience & Client Experience – Arianna Campbell, LSS Black Belt, Shareholder & Consultant at Boomer Consulting


        General Sessions

        • SurePrep Roadmap
        • What’s New in AI and ML


        Learning Sessions

        Learning sessions will include product-related sessions geared towards the admin user, new user, or experienced user. Sessions will share best practices, tips and tricks as well as what’s new with SurePrep products.


        Panel Discussions

        Panel discussions will provide opportunities for attendees to hear from other users how they have transformed their tax practices using technology, how they have addressed change management, and how they have transformed the client experience.



        Roundtable discussions will provide opportunities to sit and discuss with like-kind users’ success stories with how they have adopted and adapted to SurePrep technologies, and how firms have addressed challenges with adding technologies or changing technologies.


        Networking Events

        • Cocktail reception on Sunday
        • Social event on Monday evening
        • Networking breaks

        SurePrep LLC is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional eduction on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website:


        Location & Transportation

        Which airports are most convenient?

        The San Diego International Airport is 12 miles from the Loews Coronado Island Resort. John Wayne Airport, Long Beach Airport, and Los Angeles Internationl Airport are somewhat close.

        Does the hotel offer an airport shuttle to and from the airport?

        The Loews Coronado Island Resort does not offer a shuttle to the airport, however, Uber and/or Lyft are excellent options.

        Does the hotel provide parking?

        The Loews Coronado Island Resort offers overnight self-parking and valet parking for an additional fee.

        Event Details

        How much does the event cost?

        Early bird pricing through August 31, 2022 is $649. 

        For those registering after August 31st, the price is $899.

        Will CPE credits be issued?

        Yes, CPE will be issued for attendance at Transform.

        Field of Study: Technology
        Prerequisites: None
        Advanced Preparation: None
        Delivery Method: Group Live
        Number of Credits: 10-16
        Knowledge Level: Basic

        Does registration include accommodations and/or travel?

        No, however, attendees may reserve rooms at discounted rates in our block by clicking here. Airfare and/or other travel arrangements are the responsibility of attendees.

        May I arrive earlier and/or depart later than the dates of the event?

        Our venue has generously allowed us to offer discounted room rates using our registration link. Should you choose to stay for a longer period of time, please inquire with the hotel directly regarding pricing. They may be reached at (888)320-6065 or [email protected].

        Are meals included in the price of registration?

        Monday includes breakfast, lunch, and dinner. Tuesday includes breakfast and lunch. On Monday and Tuesday, there will be refreshment breaks in the morning. Also included are hors d’ouevres at the cocktail reception Sunday evening. Please see the agenda for additional information.

        Will I receive updates to the agenda?

        Attendees will receive updates and important information via the email provided at the time of registration. Should you need to change the email provided, please contact Cathy Foley via email.

        Will I receive a recording of all the sessions?

        Session recordings (where available) and/or other presentation materials will be shared with attendees following the event.

        What is the dress code for the event?

        Business or business casual attire is appropriate for both the conference sessions and the social events. We recommend attendees bring a jacket or sweater, as hotel meeting rooms can be chilly, as can outdoor gatherings near the ocean in October.

        Is there an event app for SurePrep Transform?

        Yes, access to the app is planned for early September.

        What is the refund policy?

        Cancellations before 9/15/22 will receive a full refund of their registration fees. If the event is canceled for any reason, attendees will receive a full refund.

        What is the complaint resolution policy?

        For more information regarding administrative policies such as complaints, please contact Dawn Theisen at 800-805-8582. 



        SurePrep is committed to ensuring the health and safety of all SurePrep Transform attendees, staff, and venue personnel with respect to COVID-19. As the situation continues to evolve, we will update our FAQs accordingly with guidance from the CDC, the State of California, and Orange County health authorities. Answers to common questions below reflect the current guidelines.

        Will masks be required during Transform for all attendees, regardless of vaccine status?

        The California Department of Public Health recommendations regarding face coverings will still apply during Transform. Please visit the Guidance for the Use of Face Coverings page for detailed information.

        I am traveling to Transform from outside the area. What restrictions are in place in California? Will I need to quarantine? Are vaccines and/or tests mandatory?

        As vaccination rates continue to increase, restrictions and quarantine guidelines have eased. Please refer to the CDC Domestic Travel During COVID-19 page and CDPH Travel Advisory pages for specific guidance.

        Does the Loews Coronado Hotel have any particular guidelines with respect to COVID-19?

        Please see the hotel’s Safety and Wellness Policies for information regarding their policies.

        Amenities & Activities

        What is the weather like in San Diego in October?

        Average daily highs  is 74 degrees, while the average low is 61 degrees.

        Is a golf outing part of the agenda?

        There is not a golf outing as part of the agenda, however, there are a number of excellent courses within a short drive from the venue. Visit the San Diego website to find local golf courses.

        Is the hotel pet friendly?

        Yes (for an additional fee), however, in order to limit distractions for all attendees, pets will not be permitted in the conference sessions. Please see Loews Coronado Bay Resort’s page for additional information regarding pet policies.

        Does the hotel offer ADA accommodations?

        Yes. For specific information on the resort’s accessibility, visit their services and amenities page.

        Is there a spa at the hotel?

        Yes, please see their spa page for more information and reservations.

        What are some notable attractions in the area?

        Please see Location for information about San Diego and its surroundings.

        Questions about the Event?

        Send us a message.

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