< PreviousThrough her experience, Duda says it is vital that when meeting professionals are planning a tradeshow, they know their audience. Ask registrants why they are coming. Get to know them. Design for them. Push the norm. Do it differ- ently if you need to. The closer you are to your audience, the better you can design moments for them. Live demos can act as a means to create a notable interaction within trade show spaces. Determining what type of interaction aligns best with the trade show’s objectives is the first step before a meeting planner can decide on how to incorporate it into the trade show design. And remember that meeting planners cannot control everything in events even though they want to; however, not thinking through the uncontrollable variables as it relates to trade shows is deadly. “There will always be variables planners can’t mitigate. You need to try to understand what they might be and plan accordingly,” Duda says. “It takes three positives to counter- balance every negative. It’s important to run through how the trade show attendee and sponsor consume your event and look for those potential negative moments. I do this by hosting a vulnerability mapping workshop and pre-mortem before every event.” Peter Sarno, event director at Trans-World Events, runs the organization’s sustainability portfolio including Sus- tainable Industry Week and the E-Waste, Battery & Metal Recycling Expo. He has experience orchestrating trade shows in both the U.S. and in Europe and with a strong talent for identifying future technology trends, Sarno is responsible for ensuring that the company delivers industry leading conferences and exhibitions. From his experience, Sarno says trade shows are constantly evolving to meet the changing demands of attendees. He notes that there is a growing demand for increased interactive opportuni- ties, and pre-event meeting planners are becoming more common at fairs. “Attendees usually prefer to spend a day or two at a trade fair, specifically choosing one that is highly focused on their role rather than just their industry,” Sarno says. In his experience, Sarno has faced many challenges as it comes to planning trade shows, most of which have come from launching new ideas. “The biggest challenge is communicating what the fair is about and why we are running it,” Sarno says. “Creating a new concept and making it become an industry leading event takes a lot of research and hundreds of conversations with industry professionals.” Sarno has launched and run E-Waste World, Battery & Metal Recycling Expo, an event with three co-located titles. He says that achieving success with this show has been a challeng- ing learning process, particularly as they introduced E-Waste World just before the onset of the recent pandemic. “The show’s success can be attributed to our recognition of the industry’s growing demand for recycling in the electronics and batteries sectors in recent years,” Sarno says. “The key to its success has been the creation of targeted event brands and strategically co-locating events with significant crossover.” According to Jim Whitman, senior vice president of mem- ber programs and services at the National Association of Chain Drug Stores (NACDS), notes that since the COVID-19 pandemic, trade shows have greatly evolved. The pandemic underscored just how valuable in-person meetings are com- pared to virtual trade shows. “Nothing beats the hands-on experience and one-on-on relationships that are forged at in-person shows,” Whitman says. At the same time, post-pandemic, there are even greater demands from companies, who are looking for a strong return on investment. As Whitman explains, attendees are looking for well-run shows, for meaningful experiences, for interaction, for growth, for networking, for opportunities. It is important to keep up with evolving needs and demands – and to have programming that caters to the demographic that is attending. themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESMARCH 2024 Given the size of many trade shows, attendees usually prefer to spend multiple days exporing. Implementing interesting visuals, clear signage and a way to interact and connect with peers will bring attendees back for more. COURTESY OF CHRIS MILLER / A PERFORMANCE AGENCY 20The National Association of Chain Drug Stores (NACDS) hosts two trade shows: the NACDS Annual Meeting and the NACDS Total Store Expo. The annual meeting is a top-to-top confer- ence for industry executives. The expo is a traditional trade show. Each of the two conferences is geared to a specific and identifiable audience — each with different goals and objectives. NACDS strives to meet the interests and the needs of the entire industry between the two meetings, catering to both NACDS-member retailers and NACDS- member suppliers. “In the pharmacy industry, health and wellness has different meaning depending on who you are talking to,” Whitman notes. “Attendees need to feel that they are achieving their own goals and objectives when they choose to attend.” One of the biggest challenges that Whitman is seeing as it relates to trade shows is that companies have fewer dollars to spend and need to budget. Therefore, planners need to ensure that their shows are part of that dollar spend. “It is also important for planners to be sensitive to their own budgets. The cost to produce trade shows has gone up and that means decisions need to be made,” Whitman says. “Plan- ners may not be able to do everything they envisioned. They have to make smart choices about what the show will include.” Event planners need to be more thorough than ever before. They should start earlier and look at alternatives. As Whit- man points out, what planners did the year prior — even six months ago — may not be the most effective approach tomor- row. That’s why it is essential to understand who is attending the trade show and what are the emerging technologies that can take the event to the next level. It is critical to communicate with attendees from beginning to end, and even after. The Future of Trade Shows Through the decades, trade shows have certainly evolved. And this evolu- tion is expected to continue far into the future as attend- ees’ interests change, technology advances and the way trade shows are executed evolves. “One of the key mistakes today’s meeting planners make is doing trade shows as we have always done them. That model no longer works for the attendees and the vendors,” Edwards says. “Future trade shows will include more experiences and engaging, interactive displays.” Duda believes there is a clear place for trade shows and that they can bring real value to an industry when executed in a meaningful way. She says the meetings industry is going to see smaller footprints in many industries where building branded meeting space isn’t necessary. “Brands will want more, turnkey sponsorship options to engage attendees,” Duda says. “Content will need to be unique and valuable since we can stream anything, anytime, any- where. If we embrace this, we control more of the experience which can be great for our event brand growth.” Sarno believes trade shows will continue to evolve in the same way by trying to cater to the demand for convenient and efficient relationship-building opportunities. “Trade shows are increasingly adopting interactive ele- ments, but the most significant takeaway from recent years is that individuals still desire to attend these events in person and engage face to face,” Sarno says. “This is promising news for the industry.” Whitman agrees that trade shows have a bright future. He thinks that technology will inevitably play a huge role in this planning, and that is not limited to AI. “There will continue to be a place for trade shows of all types, formats and sizes. And it will be important to maximize attendees’ time; to make the shows more effective and con- cise and efficient,” Whitman says. For those that have been in the trade show planning industry for years, fight the urge to think that because you have been doing this for a long time you can’t learn some new techniques or tools or freshen up your approach. “Most critically, it is essential to identify where the industry is going — and how to incorporate that future into your show,” Whitman says. “Trade shows are a conduit for the future. This is where opportunities are presented, and the greatest ideas are formed.” | AC&F | MARCH 2024 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIES Jim Whitman Senior Vice President of Member Programs and Services, National Association of Chain Drug Stores The cost to produce trade shows has gone up — and that means decisions have to be made. Planners may not be able to do everything they initially envisioned. COURTESY OF LYNN EDWARDS The 2023 Wall and Ceiling Conference & Trade Show took place at the Hyatt Regency Huntington Beach Resort & Spa. It’s an annual conference for union contractors to explore the new technological solutions in their industry. 21INDUSTRY INSIGHT themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESMARCH 2024 Game Changer Inclusive & Accessible Gatherings By Maura Keller Sharon DeFelices, owner of Mosaic Meetings and Events and founder of Blueprint for a Healthy Meet- ing in Canonsburg, PA, says she’s seeing requests for closed-captioning, audio-assist headphones, meeting materials in larger fonts for vision impaired attendees and menu identification tags that are easy to see. Neu- rodiverse needs are also being communicated openly. In the meetings arena, neurodiversity involves recognizing that people have diverse ways of process- ing information. This may include ADHD, dyslexia, autism and other cognitive conditions. “Neurodiversity has been a topic in the workplace for a few years now and it is translating to events,” DeFelices says. “While attendees may not be asking for specific accommodation to be made for their par- ticular needs, we do see a request for more conscien- tious planning with regard to the spaces, the agenda and overall event flow.” In her work as a meeting and event planner, DeFe- lices says pre- and post-event surveys have definitely been expanded. “It is no longer enough to ask if an attendee has any food allergies, let alone limiting them to choose from the top nine for their response,” DeFelices says. “I always follow up, even if the allergies seem straightforward.” Over the recent years, Andrea Caldwell, owner and event planner at Practical Productions in Fairfield, CT, says the emphasis on accessibility and inclusivity in the meetings/events space has grown significantly. ADA regulations have streamlined physical acces- sibility and integrated seamlessly into architectural design. Attendees are now more open in expressing their specific needs and technology, like affordable live captioning services, which has played a pivotal role in enhancing accessibility. “As a meeting planner, my approach to ensur- ing accessible and inclusive events has evolved. Notably, there’s a heightened focus on the comfort and inclusivity of the LGBTQ+ community in venue selection, avoiding locations with potentially discom- forting legislative measures,” Caldwell says. “This strategic decision aims to maximize attendee engage- ment and support.” I nclusivity in event planning is the name of the game. Not only are planners being mindful of the environments they are choosing — selecting a venue that will make everyone feel comfortable — but they are focusing on inclusivity and accessibility from the planning and executive process, ensuring attendees’ experiences reflect these initiatives. JILL MCCLUSKEY / CONVENE 22Working with an attendee to understand their needs goes a long way. As DeFelices explains, it can be challenging for a planner to think outside of what they know for themselves. But talking with the attendees about how to make their experience align with their lifestyle can really help. For instance, if you are planning an event on a weekend and you have attendees who are kosher, arranging kosher meals should not be the only thing you do. DeFelices sug- gests that you ask if the guest will be joining the group for meals. Will they need a refrigerator in their room for meals to be stored? Will they need all weekend meals delivered to their room before sundown on Friday or would they like to pre-arrange for the meals to be delivered, ready to eat, at specific times? Will they need a room on a lower floor of the hotel? The same can be applied if an attendee indicates they will be attend- ing with a wheelchair. The planner should contact the attendee and work through a number of scenarios. Will they need someone to assist with get- ting food from the buffet or would they prefer a plated meal? Would they like a reserved seating area toward the front of the room or closer to the exit door? Would they like to reserve an additional seat with them for some- one who can assist? “The planner and host should work to reserve seating in all the meeting spaces for the guest and ensure that the flow into the spaces is clear,” DeFelices says. “We can’t assume that providing an ADA compliant guestroom is where the responsibility ends.” Jill McCluskey, senior director of meeting and events at Convene in New York, NY, says that in recent years, meetings and events have placed a greater emphasis on accessibility and inclusivity as part of their planning and programming. At Convene, a global lifestyle hospitality company that designs and operates a network of premium meeting, event and flex- ible office spaces, they’ve seen an increasing number of clients hosting DEI-focused events with breakout sessions for smaller, safe-space group discussions as a key component. Regardless of program type, requests for gender neutral bathrooms are also on the rise, as well as ample space for wheelchair users. Embracing Inclusivity & Accessibility It’s important that meeting planners begin thinking about an inclusivity and accessibility component of a meet- ing or event at the RFP stage. Ask the host/client what needs they are aware of and work with trusted partners. “Keep these items in front of you at every phase of the planning,” DeFelices says. When walking the spaces at a site visit, think about accommodations that you know of and ask how the hotel has accommodated requests. If you can, DeFelices suggests assigning a staff person to connect onsite with the guests who indicated they would need accommodation. This person should also be responsible for ensuring that the venue and other partners are executing as planned. 23 MARCH 2024 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIES Sharon DeFelices Owner, Mosaic Meetings and Events Founder, Blueprint for a Healthy Meeting While attendees may not be asking for specific accommodation to be made for their particular needs, we do see a request for more conscientious planning with regard to the spaces, the agenda and overall event flow. COURTESY OF HOLLY SCHWEITZER (Left): Listening to attendees’ needs can facilitate the most inclusive atmosphere for all. (Bottom, left): To make attendees feel most welcome in any meeting setting, make sure to ask if they have specific needs, such as needing neurodivergent accommodations or a sign language interpreter.“Most importantly, communication with the guest(s) who indicated they’d need accommodations — prior to, during and post-event,” DeFelices says. “A bit of a miss for planners is not planning accordingly for attendees during religious holidays. Events during Ramadan, Diwali and other religious holidays should be planned with appropriate options.” When it comes to accessibility, it is also important, as a planner, to educate yourself on neurodiversity and sensory needs. Guests may be sensitive to smells or may need quiet spaces or frequent breaks from a large group. As DeFelices noted, lighting can be an issue for some if there are lights in the room that sweep or move about the space. Creating the opportunity for a guest to share their needs is important in hosting inclusive and acces- sible events. “During the registration process, offer a statement about the intention to host an event that allows all participants to engage and encourage the guests to share their needs,” she says. One thing DeFelices likes to offer is for a guest to be able to break away from the group for a quiet lunch. She works with the venue to provide a boxed meal or room service so that a guest can have a quiet hour away from the meeting space and noise. The Houston Livestock Show and Rodeo (HLSR), also called RODEO- HOUSTON, an event of The Profes- sional Rodeo Cowboys Association (PRCA), takes into consideration acces- sibility and inclusivity issues. Director of customer experience of Houston Livestock and Rodeo Show, Holly Sch- weitzer, says to ensure compliance with ADA guidelines, she recommends collaborating with experts and local officials while seeking input from the ADA community. “For RODEOHOUSTON, after con- sulting with the deaf community, we’ll have sign language interpreters nightly for events like bull riding, and of course, the concerts,” Schweitzer says. “We will also livestream the concert through the RODEOHOUSTON mobile app. This allows the guests to watch from any seat in the stadium.” Schweitzer works closely with Kyle Olsen, director of operations at Houston Livestock and Rodeo Show, who also has a huge hand in the progression of ADA accessibility on site. Olsen says that the recent evolution of accessibility and inclusivity in the meetings/events space reflects a heightened commitment from event producers and facility operators. Beyond mere ADA compliance, there is a grow- ing emphasis on enhancing the overall guest experience for everyone. “While events are designed to meet minimum require- ments, proactive efforts are being made to foster a welcoming and comfortable environment for all attendees,” Olsen says. “There is a trend toward specialized training for ADA and the establishment of advisory positions, either full-time or contracted, featuring subject matter experts such as teams of people including HLSR Staff, volunteers, advisors and venue management that work collaboratively. These developments signify a positive shift towards prioritizing inclusivity in event planning.” For the Houston Livestock Show and Rodeo, their commit- ment to accessibility encompasses various aspects: • Physical setup and layout: They meticulously plan and organize the physical layout to ensure it is con- ducive to accessibility, providing smooth navigation for all attendees. • Staff training: HLSR staff and volunteers undergo training that includes how to assist disabled guests effectively, offering accurate information and assis- tance as needed. • Adapting existing spaces: They continuously assess and modify existing spaces to enhance accessibility, making necessary adjustments and improvements. Clear and effective signage is implemented for better guidance. • Creation of new exhibits and attractions: When developing new exhibits and attractions, accessibil- ity is a paramount consideration. They integrate features and designs that prioritize inclusivity from the initial planning stages. • Bringing in additional assets: To further enhance acces- sibility, they bring in additional assets and resources as needed. This proactive approach ensures that all aspects of the Houston Livestock Show and Rodeo are accessible to a diverse range of attendees. Caldwell’s advice for event plan- ners looking to enhance accessibility and inclusivity is to start by ensuring diverse representation among speak- ers, performers, vendors and partici- pants. “Prioritize legal and regulatory compliance, consider the event space design, and actively seek input from attendees on their spe- cific needs,” she says. “Address dietary restrictions proactively, offering tailored menu options, which can enhance the overall event experience.” She also points out that planners might inadvertently over- look areas of accessibility, such as sensory issues. Post-COVID, some attendees may experience anxiety or sensory overload in crowded spaces. “Prioritizing crowd management and spatial layout has become crucial, creating a more comfortable and spacious environment that benefits all attendees,” Caldwell says. McCluskey suggested that planners need to be thoughtful throughout the planning process to accommodate all areas of accessibility, including physical accessibility, sensory accessi- bility and cognitive accessibility. For physical accessibility, make sure the space has no prob- lems for wheelchair users. Some overlooked areas related to themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESMARCH 2024 Holly Schweitzer Event planner and Director of Customer Experience Houston Livestock & Rodeo Show For RODEOHOUSTON, after consulting with the deaf community, we’ll have sign language interpreters nightly for events like bull riding, and of course, the concerts. 24physical accessibility include: lowering the height of coun- tertops or buffets when possible, propping heavy doors open in advance of an event with wheelchair users so it is easier for them to navigate the space, and paying close attention to organizing and taping down wires or cords so there are no tripping hazards. “When it comes to sensory accessibility, think about how the lighting will affect attendees, the type of music playing in the background, the volume of the speakers, and the over- all experience of sight, touch and sound,” McCluskey says. “For cognitive accessibility, provide captions or subtitles where possible and clearly communicate what attendees can expect in advance.” An Accessible Future It is evident that the focus on inclusion and accessibility has moved to forefront of many meetings and events. DeFe- lices believes that the meetings industry will continue to see attendees willingly share their needs. “Stigmas are disappearing and people are no longer shrouding their inclusion needs,” DeFelices says. “With each event, planners are learning more about accessibility and inclusion. Evolution involves the collaboration of attendees, planners, hosts and hotels. The goal is to get everyone around the table for the discussion.” RODEOHOUSTON is offering a safe and comfortable personal care space for those with mobility limitations and their caregivers. This groundbreaking facility sets a new standard by providing a range of inclusive features, includ- ing an adjustable adult-size changing table, a ceiling hoist for safe transfers, adjustable sink/grab bars, toilet with bidet and a dedicated team of trained professionals to inform guests about the amenities and clean the space between uses. “We want to make sure we offer a safe and dignified envi- ronment for personal care and eliminate the barriers so that all people can enjoy the Houston Livestock Show and Rodeo to the fullest extent,” Schweitzer says. And while small adjustments like signage and staff training are crucial for meeting ADA needs, Schweitzer points out that event planners may inadvertently overlook specific areas of accessibility, particularly for individuals with sensory issues. Despite efforts, these concerns might not always be prioritized in decision-making. Caldwell believes that the evolution of accessibility in event planning will continue through education, collabora- tion, increased awareness, technology advancements and feedback mechanisms. “This holistic approach ensures ongo- ing progress, fostering inclusive events for individuals of all abilities,” she says. At the rodeo, they’ve actively addressed all ADA and sen- sory needs, even implementing a sensory-friendly day. Over the past two years, they’ve enhanced accessibility in commu- nication, signage, transportation, seating, event layout, staff training, accessibility services and feedback processes. “Each of these aspects is carefully scrutinized to ensure a comprehensive approach to inclusivity,” Schweitzer says. “The ongoing advancements in technology will further empower event planners to cater to the needs of the ADA community, driven by continuous feedback from attendees. This dynamic interaction between technology and user input is expected to shape a more inclusive and improved event experience for all participants.” | AC&F | MARCH 2024 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIES AAPEX 2023 / COURTESY OF COMPUSYSTEMS Walk through any meeting and event spaces before the event occurs to ensure cords are taped down and there are no obvious tripping hazzards. Make sure there is enough space for wheelchair access, and ensure that countertops and buffets are at a lowered height as needed. Also, keep doors open to ensure ease of access. Have a space in meetings for wheelchairs that ensures that those planners have good visibility. 25EDUCATION themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESMARCH 2024 CAE Certification Great Benefits to an Association Planner’s Career By Christine Loomis Studying for and earning the CAE credential is one good answer. Even if you’re not quite ready to take and pass the exam, prepping for it can provide a solid foundation of information and skills neces- sary to succeed in the association field. “If you’re remotely eligible, even if you’re a year or two off, the prep for it alone is so valuable,” says Pam Rosenberg, CAE, of Arling- ton Heights, IL, director of education for The American Society for Nondestructive Testing. “I’ve heard cases of people who aren’t eli- gible and have no intention of taking it but do take it because it’s a kind of an Association 101 course but elevated. It provides a baseline knowledge and really helps you get in the mindset of taking a step back and thinking, ‘What is the project I’m working on, what are the implications, how does this affect governance, do I need to be looking at the strategic plan?’ It just helps in so many ways.” Rosenberg sees the CAE credential as relevant today even when it isn’t a requirement for a job or position. “It helps association professionals contribute and it demonstrates commitment to the industry,” she says. “Like any industry credential, it shows that the person with the credential is very knowledgeable in the field. And it provides shared knowledge with all those who hold a CAE and an understanding of what’s important to us as association professionals.” That shared knowledge can be a benefit even for those study- ing for the exam who don’t yet have the experience or skills to pass it. “It’s always great to have a shared interest with someone,” Rosenberg notes. “This industry is small in some ways but it’s also large and can be overwhelming, especially if you’re new to associa- tion management.” Internally within organizations, Rosenberg says there’s a push for the CAE, especially for those in association management, the A s we move through our career years, we face decisions about how best to move forward. One question that likely comes up for those in association management is, ‘What can I do to be the best leader or the best candidate for that desired job?’ 26v 27MARCH 2024 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIES Having a CAE Certification not only gives planners clout, but also the know-how when it comes to handling tough situations. The designation is designed to elevate professional standards, enhance individual performance and choose those who demonstrate knowledge essential to the practice of association management. Pictured: Attendees at the 2024 Texas Association of School Business Officials Engage Conference. PHOTOS COURTESY OF TRACY GINSBURGmembership space and those who plan events for associations. She personally sees the benefits of the credential, which she originally pursued because of an early mentor. “He said to me, ‘One day you’re going to sit for the CAE exam, so start thinking about it.’ It was more of ‘It’s going to happen’ rather than ‘You should consider it.’ He could see the potential in me, and I was determined to see it through.” A person holding a CAE, Rosenberg continues, is immediately seen as some- one to go to for consultation or brain- storming, someone who understands ASAE, how to navigate the association management landscape and how to con- tinue volunteering within it. “You’re seen as someone who’s committed and who has really earned it. They don’t let just anyone sit for the exam; you have to have been in the industry for a certain amount of time or have the equivalent ED experience, including relevant continuing education prior to eligibility.” One thing those who have not yet seriously considered taking the CAE should know is that it’s hard. Very hard. “The learning and prep leading up to taking the exam far exceeded anything I ever prepared myself for,” Rosenberg says. Adequately preparing requires time, persistence and dedi- cation, and sometimes what’s going on in your personal life can make that challenging. Many professionals don’t pass it the first time. As one industry group put it: “The CAE exam will likely be the hardest test you take in your professional life. The path to this certifica- tion is full of people who have postponed, quit, failed and tried again. It’s also one of self-examination, deep learn- ing and transformation.” Rosenberg didn’t pass the first time — or the second. But she never lost sight of her goals. “I was pregnant at my first attempt and had a six-month-old at my sec- ond attempt. I said to myself, ‘I’m almost there, I’m going to do it.’ I had a one-year- old at my third attempt and succeeded. One of the things I focused on as I prepped that last time was the legal side of association manage- ment and that has come into play in my work more times than I can count.” She still keeps the Association Law Hand- book by her desk. How the CAE fits into your everyday work will vary depending on your particular association. “There are all kinds of association, big and small, and not everything learned is per- tinent to every association,” notes Rosenberg, whose career expertise is in education and credentialing. “I came from a smaller organization when I earned the CAE credential, so membership and events and governance were part of everyone’s role there. Preparing for and taking the exam gave me an understanding of how things should be done. Whether organizations take that into account in practice is another story.” Still, she says, the legal understanding she gained via pre- paring for and taking the exam has proven very beneficial, and holding the credential has made a difference in her career. According to Rosenberg, so much of one’s personal career growth is dependent on the self and on taking initiatives. But at the organization she was at the time, getting the CAE definitely elevated her with the society’s board; they had a new appreciation for what she had prepared for and what she achieved. It also opened up unique networking opportunities. “I was included in some groups and conversations because I held that CAE designation. Today, I continue to network, and I continue to keep my name in relevant spaces and in conversations, whether that’s within ASAE for Association Forum’s com- munity or elsewhere. Holding the CAE has absolutely pro- pelled me in my career, though maybe not in ways that can be measured because taking initiatives on my own has also made a significant impact on my career. Even though a CAE wasn’t mandatory for where I am now, it probably sealed the deal,” she says. Rosenberg talks passion- ately about the extensive advantages and value of the CAE even beyond the work environment. She says you can “weave its effects into your networking and volun- teering realm and into your professional realm, but also into your personal realm.” She sees it as a way to demonstrate knowledge, commitment and dedication in every part of your life, as part of who you are. As she learned more about the industry, and as she felt at home in the association man- agement space, the credential became something she knew she’d never let go of — it’s way too valuable, she says. That attitude is not sur- prising given ASAE’s statis- tics related to the CAE. While approximately 60% of applicants pass the exam, those profes- sionals who do pass it, renew it at very high rates. Lori Gracey, CAE, executive director of TCEA, the Texas Computer Education Association, didn’t start out in the asso- ciation industry, so the credential had particular importance to her. “Since I did not come from an association background, it was important to me that I gain the critical knowledge I was themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESMARCH 2024 COURTESY OF TRACY GINSBURG 2024 Exam Dates CAE exams are given in May and December. The next application deadline is Friday, Sept. 27, for the December 2024 exam. An approved application remains valid for one year from the date of approval, so you can choose to take the exam this December or May 2025 or both. The 2024 TASBO Engage Conferece offered more than 150 learning sessions and more than 125 certification courses. 28missing. In addition, I wanted the surety that my earning the CAE would bring personally to me.” She believes the credential has become increasingly impor- tant. “I definitely believe that the CAE certification is more important in 2024, especially for those seeking an executive director or CEO position. Running an association is much more complicated and difficult than it was in the past and the CAE certification is a firm standard that the person who has earned it has the skills needed.” Like others, she says even if the certification is not required, it’s worth pursuing. “The CAE covers everything you would need to fully understand, or run, an association. For example, if you’re in the marketing department, it will help you there. If you’re work- ing in advocacy, it can help there. Plus, if you do want to move up, you really need to have it.” And while she has no hard data on how much the CAE increases one’s salary, she says her own salary definitely increased when she earned her CAE. That’s just one more reason someone might choose to earn the credential. Gracey believes the CAE also pro- vides a good understanding of how associations work. “In addition to the critical legal issues,” she says, “you also get a holistic view of the association world. You can see the big picture as well as being able to dive down in a more detailed view.” It also supplies CAE holders with the skills needed when things get tough. “I think that the whole COVID nightmare is the best example of when the CAE made a difference for me and my association. It gave me a wider array of ideas to try when things got really rough. It also made it easier for me to quickly see if an idea was working or not so that I could aban- don it and try something else.” In short, Gracey says, “The CAE is one of the best things you can do to advance your knowledge and career in the asso- ciation world.” Austin Texas-based Tracy Ginsburg, CAE, Ed.D., executive director of the Texas Association of School Business Officials (TASBO), says the CAE has been personally helpful to her in her career, and she sees its benefits for others. “I think the CAE is important because it has given me a breadth of knowledge to better respond to the dynamics of our industry, and the opportunities we’re all facing. Truthfully, it was a requirement of my job,” she adds. “But would I have pursued it on my own? Absolutely. I want to be like all the other ‘cool kids’ who also have a CAE certification.” Like Gracey, Ginsburg’s own salary did increase after she passed the exam. “It was a requirement of my contract,” she says, noting that may not be the case across the board. “I think that’s very dependent upon the industry and association.” Regardless of the salary element, Ginsburg believes CAE certification is important for anyone in the industry pursuing a new job or promotion. She echoes Rosenberg, noting, “I do think the CAE makes someone a more viable candidate at first glance because there’s a level of expertise and commitment required to study and pass the test.” She also points to the wide-ranging information and in- depth understanding of how the industry and associations work that’s inherent in the CAE exam but often not known to staff within an association as part of their day-to-day work. “I think the CAE allows you to learn about governance, strategic planning, educa- tion philosophy and other areas of asso- ciation leadership that one would not necessarily learn in a siloed position.” In other words, just by study- ing for and taking the exam, association staffers suddenly have that critical, “holistic” view of the industry that Gracey alluded to. The association execu- tives we spoke with offered plenty of anecdotal evidence about the CAE’s benefits. Based on what they learned and experienced, they all enthusiastically advise others to study and sit for the CAE exam, even while noting the intensive dedication that takes. But are there mea- surable, concrete ways in which a CAE benefits those who hold it, such as salary increases and promotions? The answer is yes. ASAE has data showing that having CAE after your name is well worth the effort. Moreover, the intangibles that frequently came up — increased community and networking opportunities, for example — are documented as well. • Seven out of 10 (70.8%) CAE respondents indicated their responsibilities increased after receiving their CAE while just over one-quarter (27.5%) mentioned no change in their responsibilities. • Nearly half (48.1%) of the respondents received a merit promotion since earning the CAE certification while 66.2% received a merit pay increase. Of those who earned their CAE in the last three years (2020, 2021, 2022), 22.7% received a merit promotion and 44.0% received a pay increase. • Nearly two-thirds (64.2%) agree that earning their CAE certification increased their network- ing opportunities; three-quarters agree their CAE certification both advanced their career (75.2%) and increased their sense of community (75.8%) within the association industry. • CAEs are mostly satisfied with their experience. Nearly 9 in 10 (88.9%) agree that participation in ASAE’s CAE Program was a good use of their time. Virtually all (95.4%) CAE respondents have had their expectations either “met” (79.5%) or “exceeded” (15.9%) and three quarters (75.7%) are satisfied with their CAE Program experience. The bottom line is that there are many benefits to tak- ing the CAE exam, even if you don’t pass it the first time. “I would certainly try to pursue the CAE if you desire to advance in this profession,” Ginsburg says. “Study skills matter, and don’t give up if you aren’t successful the first time. Please try again.” | AC&F | MARCH 2024 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIES Pam Rosenberg, CAE Director of Education, The American Society for Nondestructive Testing Holding the CAE has absolutely propelled me in my career, though maybe not in ways that can be measured because taking initiatives on my own has also made a significant impact on my career. 29Next >