Resumen In this address, 2022 Southern States Communication Association President, Dr. Wendy Atkins-Sayre, argues that hospitality is a hallmark of the organization that we should embrace more passionately. Acknowledging the complicated history of hospitality in the Southern region, Dr. Atkins-Sayre encourages SSCA members to help reclaim, redefine, and reform the concept, putting hospitality into practice in our classrooms, research, service, and the organization itself.