Many associations hold annual conferences in autumn. Associations are uniquely positioned to do more than deliver information during these events — they can create transformative experiences that resonate long after attendees return home. At Ewald Consulting, we believe the most successful events don’t just inform; they inspire, energize and unite. They create “wow moments” that surprise and delight attendees and spark lasting connections. These moments become stories attendees tell and retell, reinforcing the value of your organization.
Why Wow Moments Matter
A conference is more than a gathering. It’s a rare opportunity to activate your community in a shared experience of volunteer leaders, members, exhibitors and thought leaders. When we design events with wow moments in mind, we turn passive participation into emotional investment. That investment fuels member retention, increases engagement, and amplifies word-of-mouth promotion for future events.
Collaborating for Impact
Some of the most memorable experiences come from intentional collaboration. When volunteer leaders are part of the planning and delivery, their passion becomes infectious. When speakers go beyond slides to share their wisdom and humanity, they elevate the learning experience. When exhibitors feel like valued partners rather than salespeople, they engage more meaningfully. At Ewald Consulting, we work closely with clients to align all these voices into one cohesive, compelling experience.
How to Create Wow Moments
Design for Emotion: Go beyond logistics. Ask: how do we want attendees to feel at each stage of the event?
Think Immersive: Incorporate interactive elements, peer-to-peer engagement and sensory experiences.
Empower the Unexpected: Allow space for serendipity, i.e., moments where genuine connection and creativity emerge.
Celebrate the Community: Highlight the contributions and stories of members and volunteers throughout the event.
End on a High Note: Close with intention and energy, giving attendees a final moment that encapsulates the event’s spirit.
Shared Experience, Shared Purpose
At their best, conferences serve as a heartbeat for the association. They affirm identity, share purpose and remind every participant: You are part of something bigger. The wow moments are not fluff; they are the emotional glue that binds learning to loyalty.
As we support our clients this conference season, our goal is simple: to turn every event into a shared experience that leaves your members saying, “I can’t wait to come back.”
Contract negotiation isn’t just about fine print — it’s about strategy, relationships and collaboration. After attending a three-part training series on contract negotiations, our team walked away with insights that are practical, empowering and rooted in partnership. Huge thank you to Therese Jardine with Strategic Event Procurement for this impactful training.
Here are the top takeaways that are reshaping how we approach contracting:
💬 Negotiation Is a Conversation, Not a Conflict
One of the biggest mindset shifts was this: negotiating shouldn’t feel like a battle. It’s a two-way dialogue where both sides are working toward a shared goal. Whether you’re planning an event or booking a room block, the goal is the same — successful business for everyone involved. Approaching negotiations with curiosity rather than confrontation can change the tone of the entire process.
Instead of asking “why,” try asking, “What are your concerns?” or “What do you need to make this work?”
✍️ Everything Is Negotiable (Really!)
Contracts aren’t set in stone — room rates, food and beverage minimums, cancellation clauses, even AV fees can often be adjusted, and are dependent on so many factors. One key lesson: don’t assume anything is off-limits just because it’s labeled “standard.” From attrition policies, cancellation clauses and standards of service, you have room to shape terms that work for your event’s specific needs.
📞 Sometimes a Call Beats an Email
While keeping a paper trail is important, we were reminded that some of the best progress happens through a phone call. A quick, direct conversation can eliminate confusion, build trust, and move things along faster than a chain of emails ever could.
🧠 Preparation Is Power
Before any negotiation, do your homework. Know what your priorities are (must-haves vs. nice-to-haves) and take time to understand the goals of your counterpart. What pressures are they facing? What does success look like for them? A solid plan — grounded in both self-awareness and external awareness — sets the tone for a productive conversation.
🤝 Play the Long Game: Relationships Matter
Contracts are temporary — reputations are long-term. That’s why professionalism at the table matters. Don’t negotiate against yourself, and don’t let frustration derail the conversation. Staying composed and collaborative helps build credibility, trust, and better opportunities down the line.
🔍 Flexibility Over Formulas
Every organization — and every hotel — has different operating needs. There is no one-size-fits-all contract. We learned not to be afraid to rework or rewrite clauses in ways that suit the specific context. Just because a clause has always looked a certain way doesn’t mean it has to.
🧭 Reflect and Evolve
Finally, contract negotiation is a skill — one that gets stronger with experience. After each negotiation, pause to ask: How did that process feel? What went well? What would I do differently next time? These reflections are where real growth happens.
The Bottom Line
Contracting is more than transactional — it’s relational. With preparation, curiosity, and a collaborative mindset, negotiations can become opportunities to strengthen partnerships and create real value for both sides.
If there’s one golden rule we’re taking forward: Don’t be afraid to ask. The worst answer you’ll get is “no” — and even then, it opens the door to a new conversation.
Many elements must come together to create a successful annual convention. One great template for success is the approach taken by the Portable Sanitation Association International (PSAI). The association has seen 20 percent growth in attendance year over year for three years; sponsorship and exhibitor revenue has also increased along that trajectory. Executive Director Veronica Crosier reflected on the success.
Compelling Content
Listening to members who have attended the Convention and Trade Show for many years, Veronica and the planning committee decided to offer a more diverse set of experiences for conference education and networking. Of course, the niche knowledge is a big part of why associations host events. But, Veronica said, “sometimes you miss other opportunities or can get a little narrow on the scope of what your audience needs or what could contribute to their professional development.”
So PSAI brought in a keynote speaker to talk about mental health and another keynote on artificial intelligence — relevant topics for just about any business. “The folks that have been in operation for two decades are still coming away with something that can contribute to their business rather than just the fundamentals or rehashing the same best practices over and over,” Veronica said. “People appreciated that fresh perspective and a mix of topics and just having very professional speakers.”
More than 700 people attended the 2024 PSAI Convention & Trade Show, an increase of more than 200 people from the previous year
Location
Making it easy for people to get to your event is a very important element. The 2024 PSAI Convention & Trade Show was held in Daytona Beach, Florida. “It’s hard to find a time in Daytona when you’re not going to have sunshine and at least comfortable temperatures,” Veronica said. And there are major airline hubs in nearby cities where some attendees vacationed with family before or after the convention. For those who flew directly into Daytona Beach, it was a quick ride to get from the airport to the convention hotel.
Promote Early, Often — and with Video
Ewald Consulting has been helping PSAI’s planning committee for several years now. The result: most sessions and keynotes were confirmed four months prior to the event. That allowed Marketing Communication staff to build registration and promotion earlier than ever before, with plenty of time for testing before registration went live. For the first time with PSAI, our staff built a Conference Central page to make it easier for people to find the information they’re looking for quickly.
We changed up the content for the promotional emails frequently. Some emails were long, but they always began with quick links to registration, accommodations, sponsorship, etc. Sometimes we led with information about a keynote speaker; sometimes we focused on industry-specific breakout sessions. We listed all the exhibitors once we hit critical mass.
With help from volunteers, we had a few videos to work with. Veronica said, “this was the first time that PSAI has used paid advertising campaigns through Facebook and LinkedIn. I think we saw results from that for PSAI. I chose to invest a little bit more in some marketing materials as far as video content that we could use on those platforms. That was really eye-catching.
“If other associations are thinking of using video but aren’t sure if they have the budget yet for a professional videography team, volunteers can be very helpful.”
Enlist Suppliers to Promote the Event
PSAI invited some of its exhibitors and suppliers to create 10- to 30-second videos inviting people to come to the annual convention and trade show. This allowed them to plug what they were bringing to the trade show floor and say a little bit about their company.
“It gave a free benefit to our exhibitors and our sponsors, but we’re also putting that free content out as well,” Veronica said. “And it shows that we are a community and that all of our members play a part.”
PSAI’s supplier members promoted the association’s convention and trade show, leading to excellent attendance at the trade show and for product demos
Don’t Be Afraid to Try Something New
In addition to some of the other new things mentioned above, PSAI experimented with the length of the event. What used to be a full week of meetings was pared down to three days (with the first day being filled with optional training courses plus committee meetings). People could attend just two days or even just come for the trade show.
“I think that was beneficial in a couple of ways. One, most of our audience are folks who are running their own companies and to take a full week away from your company, from your business, is a big ask. That can be a real challenge for some folks,” Veronica said. “And then if they want to stay for some extra days to turn it into a family vacation, then they still can do that without it being too big of an absence from their work at home.”
Conclusion
Veronica said it’s crucial to listen to your audience. “When it becomes a group effort and everyone takes a little ownership in it and the word spreads, the enthusiasm spreads and it really shows itself in the aftermath.”
She continued, “just this year we’ve had almost 50 percent more sponsorship revenue than the year prior. And the year prior was a record as well. I think part of that is hearing the sponsors’ feedback and giving them the opportunities that they’re looking for.”
In this episode, we talk to Vicki Thein, Ewald Consulting’s Director of Events, Vicki Thein. In the episode, she tells us all about how to pull of an engaging an exciting virtual event.
Takeaways:
Find the platform that works best for you. Vicki explains that when you are looking for a platform to support your virtual guests, think about what you need from your platform. Do you want breakout rooms? The ability to answer virtual guests’ questions? Look out for what you and your organization want in a platform.
Have different offerings for your different audiences. While it is important to make the virtual guests feel part of the event, Vicki explains that you should have an incentive for guests to be in person. That way, it will be worth it for the in-person attendees to take the time to be there. You can do this through special lunches, site tours and more.
Hybrid events offer tremendous opportunity. Even after the pandemic, hybrid events offer the ability to attend events from anywhere in the world. The newfound flexibility that comes with the events may be here to stay.
Among other things, 2020 definitely changed the way we present content. For many of us, virtual events are not going away. In place of our typical annual in-person conference are a multitude of exciting options for us to choose to engage our members.
Many of us are used to planning for one annual conference packed full of presenters and break-out sessions. Now, we are often seeing these large-scale events turn into several bite-sized events spread throughout the year.
Here are ways you can change up your content for your new virtual audience:
Feature your biggest stars: Take your keynote speaker and give them their own dedicated webinar and/or Q&A session. Rather than having a days-long virtual conference, make them the event. Forbes suggests even reaching out to some guest stars you thought might have been too high a grasp for your in-person events. You are likely saving money by not having an in-person event so you may be able to splurge on a high-profile speaker. The worst they can do is say no!
Present smaller sessions year-round: Try shifting your focus from one central annual event to having several smaller-scale events throughout the year. Because your members will be able to take in the content from anywhere rather than needing to be in one place to consume content, take your sessions and spread them out. This not only keeps the attention of your audience, but it keeps them engaged with the organization all year.
Network: While members may not be able to connect in person, you can help them by connecting them to each other. Cvent suggests creating networking events where you group members with similar interests. Send out an interest survey and get some networking sessions going for your members!
Get interactive: In the new age of Zoom and Microsoft Teams, you have to do everything you can to pull in your audience and make it as personal as possible. Forbes suggests things like quick polls and surveys throughout your sessions to engage your audience. You could also consider having small sessions or roundtables to connect with small groups of members. Remember, you are now competing with devices, at-home chores, pets, kids and more. Be with your audience as much as possible.
Listen to your audience: Send out some surveys. What do your members want and need right now? Take the guesswork out of event planning and learn what your members would like to see from their organization.
Conferences may never be the same, but you can use this opportunity to meet your members where they are.
Let’s face it. Zoom fatigue is real. We are all eager to get back out into the real work and reconnect with our peers, but we are not in the clear yet. While the pandemic continues, many are thinking creatively about how we can connect from afar, distanced in-person, or both!
Hybrid events are in-person with options for virtual attendance as well. These events will serve as a great way to ease back into in-person life once it is safe enough to do so, but they are also becoming the best option for many organizations because they are able to make attendance much more accessible. It’s the best of both worlds; those who want to be in person can do so, and those who cannot travel are still able to take part in the events.
Logistically, hybrid events are tricky. It may feel like you are planning two simultaneous events. Still, these events have the ability to be fun and creative.
Here are some ways you can make your hybrid event awesome:
Get some great entertainment. The Bizzabo blog recommends booking a comedian, magician or band because all these acts could work over livestream as well as in person. Providing a break in the content with some fun entertainment will shake up your event and keep everyone engaged—whether they are in-person or remote.
Gamification. Creative Tix explains that gamification is a great way to drive up engagement for your event. For example, you can assign points to sessions, asking questions, and more. A staff member can keep track of attendees’ points and give out prizes to the top participants at the end of the conference. Some apps automatically track certain actions and tally points.
Outdoor events. Being in person will be tricky for a while yet. The Grub Street Author suggests planning outdoor sessions when possible and livestreaming them to your online attendees. For those in person, you’ll need more space to spread out and distance to prevent the spread of COVID-19.
Organize session tracks. The Bizzabo blog says that content organization is especially important with hybrid events. Consider organizing your conference content into several tracks. This way, attendees can tailor their interest to get the most out of their time at your event.
Branding. Encompass Event Group suggests sending out branded Zoom backgrounds to your virtual attendees as well as stepping up your swag game by offering branded clothing to attendees.
Hybrid events may not be the easiest to plan, but when executed well, they extend your reach and will likely provide better ROI than just in-person or just virtual events during COVID-19.
2020 saw an unprecedented number of cancelled events. While we may be starting the new year with some hope of in-person events later in the year, many associations will want to approach their conferences cautiously.
Conferences are a large source of income as well as a space to build community, so it is understandable that many associations are eager to get their members back together. Still, navigating logistics with venues, vendors, attendees and more when things are uncertain may be tricky.
Here are a few things to keep in mind:
Force Majeure
The French phrase for “superior force” is a claim that associations can make in trying to get out of contracts when factors beyond their control, such as COVID-19 or natural disasters, affect their ability to hold the event. According to Bloomberg Law, the wording around force majeure varies widely, with some contracts spelling out specific events that qualify and others using more catch-all language. As the article points out, even if your contract does not include provisions for a pandemic, you may be able to claim other events such as unforeseen government action, for example, because of stay-at-home orders.
When proceeding with in-person event planning, make sure you look closely at force majeure protections. Some venues have recently made it more difficult to invoke this claim. An article from the American Society of Association Executives offers additional strategies and options.
Refunds
As conferences are an important source of revenue for associations, handling refunds for entry fees can be a hard line to walk. In a blog post for The Professional Convention Management Association, association leaders explained how they handled refunds last year. The Texas Travel Industry Association kept their funds by alerting attendees that the conference would be postponed, The Association for Asian Studies asked attendees to consider donating their attendance fees, and the Virginia Military Institute offered sponsors, attendees and exhibitors the opportunity to roll over their registration to the next conference or get refunded.
Associations must also consider costs taken on by attendees. While associations may be able to get out of contracts, attendees may not be able to get refunds for flights, hotels or other expenses. Being transparent with your members will help—no matter how you choose to approach refunds.
Budget
Consider your budget. Going back to your traditional annual conference may not make as much sense financially now, even if it has been your main source of income in the past. Virtual events are much more budget-friendly and may be safer, particularly after a year where many associations were hit hard.
As much as we all hoped 2021 would see a return to complete normalcy, that is doubtful. Associations need to remain flexible and creative, yet cautious, as we continue throughout the year.
Just about every major event was cancelled in 2020. From the Olympics to nonprofit board meetings, very few were able to meet in person. After nearly a year of social distancing, working from home and endless Zoom calls, we are rounding a corner. With vaccines being deployed around the world, what can we expect in terms of events this year?
On the most recent episode of our podcast, Associations Next, several members of our events team gave us some insight into what we can expect in 2021.
First and foremost, do not expect to go back to exclusively in-person events any time soon, or potentially, ever. A central theme we discussed on the podcast was how much things changed in 2020. Many of us were told one day not to come back to the office and adapted quickly to remote work. This immediacy also applied to switching events to a virtual format. Now that we have put in the hard work to learn and execute these virtual events, many associations may continue to use them.
Further, some have found virtual conferences to be more effective. Previously, members would fly in from various locations and pay for hotels, transportation and other activities. Now, members from all over the world have the opportunity to participate in conferences from anywhere, and at a much lower cost.
We certainly cannot predict the situation for later this year—but with vaccines being deployed around the world, there is a possibility of in-person or hybrid events in the second half of 2021. On the podcast, we discussed what this might look like. Even with vaccines, the in-person events that do take place may still require masks, have an increased presence of sanitation stations or require testing for the virus.
As the pandemic continues, we know we must remain flexible. Our events department recommends listening to your members and your board about their feelings on in-person events. If you are planning to schedule in-person events, consider preparing your team to have a virtual back-up in case you cannot meet in person.
It is a new year, but things are not back to normal. Still, we have the knowledge and ability from 2020 to prepare us well for the coming year.
In our first episode of 2021, Jill Tichy, Amanda Maw, and Sarah Ewald from our events department come on the podcast to give us a look at what events might look like this year as vaccines emerge for the continuing pandemic.
Takeaways:
Events may still be virtual. Even though vaccines are being distributed worldwide, associations found that virtual/hybrid conferences allow for greater accessibility than exclusively in-person conferences.
Associations will need to be flexible. We are going into the year only knowing that we will not know what to expect. But after a year of constant change, we are much better positioned to take on this year.
Consider spreading your content out throughout the year via webinars and summer sessions rather than having it all in one conference. The widespread use of virtual platforms now allows for easier distribution of content, so do not be afraid to take advantage.
As a result of COVID-19, we are seeing retail stores and restaurants close, artists postpone concerts, and large events such as festivals cancelling. What should you do about a conference you may have scheduled for next month, or even three months from now? Vicki Thein, Director of Events at Ewald Consulting, has a few thoughts on what to consider before cancelling your conference:
1. What does the venue contract say? Carefully review the terms of your contract with the venue. Check to see if force majeure applies and what it covers. If it does not apply, determine the costs of cancelling and if those funds could be applied toward a future event. Additionally, closely monitor the conditions of the venue location and try to get a sense of how many attendees may cancel in order to help you state your case to the venue if needed.
2. What do your vendor contracts say? Like venue contracts, review contracts with your vendors. See if force majeure applies, the costs if it does not and if they could give you credit in the event of a cancellation. The flexibility on cancellations with vendors will vary, so be sure to look at each contract closely.
3. Is there cancellation insurance? If you have cancellation insurance, get in contact with your insurance agent as soon as you can as they are very likely becoming overloaded with similar requests.
4. Are you able to distribute the content virtually? Are there opportunities for your conference material to be put into a virtual conference, podcasts, or other forms of content? Brainstorm what this might look like and if you think it could be successful.
5. Financial considerations Can your organization afford to go without a conference this year? This will be a major factor in your decision. Considering alternative conference options like the ones mentioned above could provide potential sources of revenue.
