Defying traditional methods, Hamilton’s Funeral Home in Des Moines, Iowa, is reshaping the landscape of memorial services in response to evolving consumer preferences and rising operational costs. Amidst a national surge in cremation rates, the funeral home is exploring inventive ways to honor the deceased, illustrating how the industry is adapting to remain relevant.
For instance, when a young avid hunter passed away, Lanae Strovers, a director at the funeral home, sought to fulfill the family’s last wish of honoring him with a hunting trip. Collaborating with a gunsmith, she had the hunter's cremated remains transformed into shotgun shells, facilitating an unconventional yet heartfelt memorial hunt. This approach is indicative of a trend where funeral homes are venturing far beyond traditional services.
Strovers has been instrumental in curating unique farewells for various individuals, such as turning the funeral parlor into a baseball field to celebrate a Little League coach's life with hot dogs and popcorn, or creating a vibrant circus-like environment for a child’s memorial. She even organized a cocktail hour featuring a fashion runway to pay tribute to a deceased model and designer.
Historically, the national cremation rate has soared, causing traditional funeral services to see a decline in profits. Concurrently, rising costs for essential services like gasoline, embalming chemicals, and labor have compelled funeral directors to think creatively. They’re not just providers of final rites anymore; they’re becoming facilitators of personalized life celebrations.
“I don’t want to say that we’re going to become party planners,” said Strovers, who also serves as a spokeswoman and trainer for the National Funeral Directors Association. “But I think that those two lines are crossing over, and we just need to open up our thought process and be there to help the families.”
With innovations and a willingness to adapt, businesses like Hamilton’s Funeral Home are striving to redefine the way society commemorates life, ensuring they remain viable in a changing landscape.
