July 28-30, 2026
The Westin La Paloma Resort & Spa, Tucson, AZ

Paco Underhill

/paco-underhill/

Featured Keynote: Paco Underhill

Retail Reinvented: Harnessing Consumer Behavior to Enhance Visitor Experience

Global retail visionary and best-selling author of Why We Buy: The Science of Shopping, Paco Underhill has spent decades decoding consumer behavior to help organizations create meaningful connections with their audiences. At TerraSync, Paco will challenge us to rethink retail—not just as a transaction, but as a vital part of the visitor experience that educates, inspires, and deepens engagement.

Drawing on groundbreaking research—including visits to WNP park stores—he will share innovative strategies to transform retail spaces into dynamic environments that resonate with today’s visitors and advance the mission of public lands.

Don’t miss this chance to learn from one of the world’s leading experts in retail science and visitor engagement—only at TerraSync.

Paco Underhill on stage

Global Expert in Consumer Behavior

Paco Underhill is a renowned researcher, author, and speaker whose groundbreaking work has transformed the way organizations understand and interact with their audiences. As the founder of Envirosell Inc., Paco has led research in 50 countries, working with over one-third of the Fortune 100 list. His clients span industries such as retail, technology, healthcare, and cultural institutions, making him a trusted advisor to global brands.

Paco’s ability to analyze consumer behavior both in physical and digital spaces has set him apart. His pioneering research into prototype testing for stores, restaurants, and bank branches remains a cornerstone of his work, while his influence now extends to global tech companies, airports, theme parks, and more.

Acclaimed Author and Educator

Paco is the author of Why We Buy: The Science of Shopping, an international bestseller used in MBA programs, design schools, and training programs around the world. His newest book, How We Eat: The Brave New World of Food and Drink, explores the evolving landscape of food and drink and has been a hit with both print and audio audiences, landing on Amazon’s bestseller list. Paco’s writings are also featured in English as a Second Language (ESL) textbooks, emphasizing his role as an educator across diverse audiences.

Man gesturing while talking to a group around a red counter in a store.

Cultural Advocate and Speaker

As the son of a diplomat, Paco grew up across the globe, gaining a deep understanding of cultural nuances and consumer behavior. This global perspective has fueled his ability to connect with audiences worldwide. Paco’s engaging “edutainment” style combines humor with insight, making his presentations both memorable and transformative. He has spoken to merchants, marketers, government agencies, and students across 50 countries, leaving a lasting impact wherever he goes.

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