Ron,
Am I correct in assuming it is a conference for treatment providers, not for clients? If so, I would also assume that the people in the photo would be representative of the intended audience for the convention not the clients they serve. A "Come attend our conference in Colorado and hike in beautiful country like this while your here" kind of photo.

At a glance it does look like a guy in a kilt though, I can certainly see why you thought that.