Makeshift baseball diamonds, shotgun shells and bouncy houses might not seem like they should be part of funeral services, but for one Iowa funeral director, they are all a part of modern life celebrations and a way to stay relevant in a changing industry.
Lanae Strovers, a funeral director at Hamilton’s Funeral Home in Des Moines, recently shared some of her more unique funerals with The New York Times as part of the news organization’s “Making It Work” series on small businesses seeking solutions to evolving markets.
“I don’t want to say that we’re going to become party planners,” Strovers told the Times.
“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.”
That refrain is being repeated over and over again: Meet the families of decedents where they are. Don’t confine them cookie-cutter services–visitation, religious service, burial, with mourners all dressed in black. What they want may be exactly what they need, a celebration of the life lived rather than a mourning of the life lost. And, if the families desire, help them with that grief as well.
A recent survey conducted by the Northeast Funeral Service Partnership shows that about 87 percent funeral home owners and managers polled believe that changing customs and non-traditional funerals are important to their businesses. Coupled with the rise in cremations, these changing traditions have taken a chunk out of funeral home profits, leaving funeral directors to ponder alternative ways to memorialize the dead and serve families.
Strovers and her funeral home seem on the road to figuring it out.
One decedent’s cremated remains were loaded into shotgun shells, and Strovers organized a memorial hunt for him, the Times reported. A former Little League coach was treated to a sendoff that included a makeshift baseball diamond, popcorn and hot dogs. A young child was memorialized with a circus theme, including an inflatable bouncy house.
New Jersey funeral homes are no stranger to innovative funeral services. In 2023, for example, Whigham Funeral Home, a New Jersey State Funeral Directors Association firm, organized a celebration of life event for a fashion designer at the Newark Museum of Art. Video of the event, which featured a friend of the designer strutting down a runway to the man’s casket, went viral, gaining more than 36 million views on X, the social media platform known as Twitter.
Not every creative funeral goes viral, though. Some are quieter affairs, but no less meaningful. Funeral directors have arranged for service animals to provide comfort and distraction. Memorial services, often held after dispositions, are becoming more common. Funeral home websites are now offering tips to consumers seeking to memorialize a decedent, and some seek to explain the difference between traditional funeral services and celebrations of life.
Walker Posey of Posey Funeral Directors in North Augusta, SC, has been spending time informing families that life celebrations can be arranged even when a decedent is cremated, the Times said. Posey said it is time for funeral directors to start acknowledging their changing role.
“We’re no longer just a funeral company who does events,” Posey told the Times. “We’re an event company who does funerals.”
There was no bigger funeral event recently than the ceremonies surrounding the death of Pope Francis. To watch the spectacle unfold was to appreciate the art of planning. Cardinals dressed in red, dignitaries dressed in black or dark-colored clothing, and seas of white, symbolizing purity, were all on display in massive blocks, all against the splendor of the Vatican, the seat of the Roman Catholic church for 2,000 years. It all seemed very traditional … until it wasn’t.
Francis sought to be buried in a church in Rome, not in the Vatican where other pontiffs are laid to rest. At the Basilica di Santa Maria Maggiore where Francis was buried, the pope’s remains were greeted not by the princes of the church but by “a group of the poor and needy” paying “their last respects to Pope Francis before the burial of his coffin,” according to a statement from the Vatican press office.
It was a personalized touch for a Jesuit priest from Argentina who spent his formative years ministering to those in need and who never forgot their plight. The moment showed that even an institution with two millennia of tradition can allow for a remembrance that reflects the individual.
If the church can do it, so can the rest of us.
Celebrant Training
The New Jersey Funeral Service Education Corporation is once again holding a three-day Certified Celebrant Training course at the Hard Rock Hotel & Casino Atlantic City from September 16 to September 18, 2025.
The program will teach participants how to prepare unique and personalized life tributes by learning the value of funerals, honing listening skills, conducting family interviews with empathy and more.
Registration for the program will be limited to 30 seats. Those wishing to register can do so here.