International Society of Primerus Law Firms

We are very excited for you to join us in San Diego to give back, hear from experts, and connect with friends new and old from around the world.

October 20-22, 2022

San Diego, California
Fairmont Grand Del Ma

$2,299 Member Registration Fee (North America)
$1,949 Second Member Registration Fee
$1,999 Member Registration Fee (Outside North America)
$1,799 Young Lawyers Registration Fee
$899 Spouse/Guest Registration Fee

Program Highlights

Competing for Generational Talent – Expectations, Retention and Values

This first substantive session of the Conference will dive in to an issue many law firms are facing – hiring and retention. A panel of attorneys with varying experience and management levels has been assembled to discuss how firms can compete for generational talent. What is it that drives the ambitions of the next generation of leadership? How do you make generational diversity a strength of your firm rather than another layer of disconnect? What are firms doing to attract and retain the best talent to fill the many different roles required to run a successful practice? Hear multiple perspectives on today’s legal work force to gain a better understanding of how you can create an environment people want to be a part of and stay with long term.

A Smarter Approach to the Adverse Expert: Not Just Cross-Examination

Too often, we view the challenge of the defense expert witness as one to be addressed only through cross-examination. There is an alternative, based in identifying the values and common experiences that separate our clients and jurors from the expert and using those values and common experiences to cleave the expert away from the jury, from the very beginning of the trial through the final words of rebuttal. Cross-examination is only part of that process. This presentation uses methods taught at Trial Lawyers College, and is an interactive group exercise open to plaintiffs’ lawyers only.

The Digital Marketing Legal Brief – What You Need to Know to Succeed in 2022

Are you doing everything you can online to position your firm for work and talent? This session will cover the high-level tactics every firm should be using to enhance their websites, optimization, social media, and technology to attract cases and next generation talent. Amber Vincent of Alyn-Weiss will walk through the digital (and some traditional) trends small-to-mid size law firms can no longer ignore to best position their businesses and lawyers for ongoing referrals while building a culture for marketing and business development. Want to compete? Come find out what the legal industry and your fellow Primerus firms are doing to stay in the game.

Primerus Hunger Initiative

Join us on Thursday afternoon, as Primerus partners with Blessings in a Backpack to provide food on the weekends for elementary school children across America who might otherwise go hungry. We will be packing bags with food items and encouraging notes for the children. Volunteers will have a team- building experience while packing food for those in need. Join Primerus members, spouse/guests, staff and special guests to demonstrate a commitment to ending hunger and help us feed up to 1,000 children!

Click here to learn more about Blessings in a Backpack!

Quality Assurance Board: Quality First – New Faces, Mission and Initiatives – Cyber Security

The Primerus Quality Assurance Board (QAB) has a new mission statement, new board members and
new initiatives to better serve the Primerus membership. Learn more about how the QAB works to develop best practices, standards, guidelines and opportunities for member firms to embody the Six Pillars and enhance the experience of Primerus
members. Meet the members of the QAB and learn about its mission and its current projects. The QAB has established a subcommittee that is examining cyber security and data privacy issues affecting member firms and their clients, including best practices for managing and mitigating cyber threats. In addition, the QAB created a subcommittee to explore and implement a Quality of Life initiative, to identify relevant issues, and to recommend resources to help the member firms and their lawyers deal with the several aspects of the legal profession and the work environment that are considered common causes of excessive stress that directly affect the health and wellbeing of individuals and ultimately impact their performance and overall quality of the legal services received by the clients.

Both cyber security and quality of life issues will be further explored in roundtable discussions on Saturday among members and moderated by members of the

Challenges and Opportunities in the Legal Field

The legal world is still adapting to the new environment created by the Covid-19 pandemic. Firms are facing the challenges of attracting and retaining staff to fill demand; maintaining good mental health and avoiding burnout for their producers; solving growing cyber security concerns that pose potentially crippling threats to law firm operations; implementing technological advancements to keep pace with required efficiencies; and providing exceptional service to clients that require more and more value from their legal spend. With all that is stacked against firms, there is an opportunity in every challenge. The firms of tomorrow will be those that position themselves to leverage the opportunities presented today.

Leisure Activities

Bike around Coronado Island

Friday, Oct. 21st 1:30pm departure/5:30 return with a 90 minute bike ride and stop for ice cream at the end.

Coronado Island, the crown of San Diego. The excursion from the ferry landing will ride on the beach bike paths and back roads to learn the history, see the landmarks and experience the culture of this quaint island. There will be a stop at the Navy SEAL training center, then ride through neighborhoods of cottages, under the Coronado Bridge and to the Hotel Del Coronado with its Victorian architecture.

All must wear safety helmets and comfortable lightweight clothing suggested, athletic shoes with socks, sunscreen and sunglasses. Bring a camera and enjoy the flat terrain. There will be 1 guide per 10 persons. $140 includes bikes and helmets, transportation to and from Coronado and ice cream. Min 20 attendees. Chase vehicle to follow group.

The 139′ Yacht America

Friday, Oct. 21st 1:30pm departure/5:15 return (depending on traffic) with a 2hr. sail

America is the world’s most famous racing yacht as it won the race in 1851 that was the birth of the America’s cup, named after the boat, not the country. The original was destroyed in WWII but this is a replica built in 1995 at a cost of more than $5 million. This afternoon we sail from Shelter Island into San Diego Bay with views of Naval Air Station North Island (home of new Top Gun school), along Coronado Island, and the USS Midway aircraft carrier museum. Look for wildlife such as seals, sea lions, pelicans, sting rays and the occasional dolphin.

The stellar crew and owner, Captain Troy, have logged over 200,000 miles aboard the yacht and will share the lore of the Navy presence in San Diego and the history of America’s cup.

Wear layered clothing and comfortable shoes (no stilettos). Min 30 attendees. $260 includes transportation to/from and crew gratuities.

Kayak La Jolla

Saturday, Oct. 22nd 1:30pm departure/5:00pm return with a 1.5 hour private tour with a certified guide over the underwater La Jolla Ecological Reserve and Underwater Park. We may enter the caves, but it will depend on safety conditions. Explore cliffs, maybe caves and lush kelp beds. Witness grey seals, sea lions, Garibaldi (CA state fish), leopard sharks, shovelnose guitarfish and an occasional dolphin.

Guests must be able to swim, height and weight required to accommodate wet suits if needed, shoes that can get wet (Tevas, tennis shoes or flip flops) and drip dry shorts/shirt, hat, sunscreen. “Leash” for glasses, do not bring items that cannot get wet- keys, non- waterproof cameras, cell phones, non- waterproof watches. You will get wet. No experience required but you will be required to sign a liability waiver.

$150 -Includes 450lb. stable, open top double kayaks, paddle, lifejackets, helmet and roundtrip transportation. Min 20 attendees.

La Jolla Coast Walk

Saturday, Oct. 22nd 1:30pm departure.

A 2.5-mile walk encompassing a little downtown La Jolla, a lot of coast, cliff and beach walk. This will be led by naturalist, Dylan Jones, who has worked closely with NOAA and led many environmental expeditions. It will be an eclectic walk on the historic Cliffside Trail. See diverse marine life, nesting shore birds, Native American lore and beach culture with Pacific breezes and breathtaking views of the Seven Caves of La Jolla.

Attendees: Min 8

2.5 hours with bottled water, granola snack and seasonal fruit in a custom Grand daypack.

$145 per person includes gratuity and round- trip transportation.

Golf at Fairmont Grand Del Mar

With stunning Los Peñasquitos Canyon as his canvas, Tom Fazio created a masterpiece of dramatic elevations, diverse bunkering and lush fairways. Graced by Pacific breezes from the nearby coast and awash with Southern California glow, The Grand Golf Club features San Diego’s only Tom Fazio-designed course at Southern California’s premier golf resort.

12 slots for each day on Friday and Saturday12 slots for each day on Friday and Saturday

Rate: $265 to register + $40-50 customary gratuity per player (a caddie per group is provided and required), gratuity is on your own.

Tee Times: 1:00pm, 1:10pm and 1:20pm if all foursomes are filled.

Rental Clubs: $85 (includes 6 golf balls and a glove); Shoes $25. Please call club to rent equipment.

Other Activities at Fairmont Grand Del Mar

Horseback riding

Arrange with concierge for activities outside of the hotel including:
Wine Tours
Balboa Park Museums
San Diego Zoo
Birch Aquarium
Gas Light District San Diego


Please contact Chris Dawe at, or by phone at 800.968.2211 or 616.454.9939.

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