NAW Association Executives Council (AEC) Winter Meeting

NAW Association Executives Council (AEC) Winter Meeting

January 29-30, 2018 at the Fairmont Washington, DC

“Once again, the NAW AEC meeting exceeded my expectations, and I left the conference energized with new ideas to benefit my organization and our members. ”
— Patrick Spear, GMDC

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Click here to reserve your hotel accommodations


The NAW Association Executives Council meeting provides the perfect opportunity to connect with your peers, learn from experts, and grow as an association professional. Be sure to join us January 29-30, 2018 in Washington, DC.

Join us for presentations yielding fresh insights about your role as an association leader…network with leaders from other distribution industry associations…and prepare for an abundance of take-home value. All of this awaits you at the NAW Association Executives Council (AEC) Winter Meeting!

Our business program features major sessions on critically important association leadership topics, including:
• How Successful Associations Lead Change in Disruptive Times featuring Innovation Expert Dirk Beveridge
• A Deep Dive into Association Technology and Data Management featuring a panel of AEC experts
• Association Customer Insights: The Difference between Large and Small Distributors featuring Mike Marks, Indian River Consulting Group

• Marketing/Communications Contribution to Organizational Success
• Lightening Round on Membership Engagement - a follow up to our AEC Summer discussions
• Dynamic dialog with your association peers during Breakfast Discussion Roundtables

For planning purposes, our schedule is as follows:

Monday, January 29, 2018
11:45 AM – 12:30 PM NAW AEC Opening Luncheon
12:30 AM – 4:30 PM How Successful Associations Lead Change in Disruptive Times
6:00 AM – 7:15 PM NAW AEC Reception
7:30 PM NAW AEC Washington Dine-Around

Tuesday, January 30, 2018
7:30 AM – 9:00 AM NAW AEC Breakfast Roundtables
9:00 AM – 9:15 AM Break
9:15 AM – 10:00 AM Technology and Data Strategies at Work Today
10:00 AM – 10:15 AM The ALHI Report
10:15 AM – 10:30 AM Break
10:30 AM – 11:00 AM Membership Engagement Lightening Round
11:00 AM – 11:45 AM Marcomm’s Future Contribution to Organizational Success
12:00 AM – 1:00 PM NAW AEC Luncheon
1:15 PM – 4:15 PM Association Customer Insights: The Difference Between Large and Small Distributors

Monday, January 29th, 2018 - Day 1

11:45 AM - 12:30 PM
NAW AEC Opening Luncheon

12:30 PM - 4:30 PM
How Successful Associations Lead Change In Disruptive Times
Dirk Beveridge, Beveridge Business Systems


We live in the age of disruption and with that business models are being invented at a faster pace than ever before – not only for our members, but for our associations as well. The strategic design of how you will create, deliver, and capture value will be the focus of this dynamic program.

Dirk’s program, customized for AECs, will explore what winning distributor members are doing to innovate in today’s rapidly changing environment. What does all of this mean for association executives in the distribution space? Beginning with a review of Dirk’s innovation research, this workshop will incorporate presentation, interactive dialogue and individual reflection to help association executives better lead their organizations by making the leap from theory to action.

Associations that win will be the ones that provide the most compelling value proposition. Gaining a full understanding of the changing landscape for your distributor members will provide insight for new business models as you peer into the future. Learn to create your association’s vision and culture of innovation.

Dirk Beveridge is a leading advocate of change and innovation in wholesale distribution. He provides a new voice, a new energy, and a new outlook and delivers original, proven, and often disruptive thinking.

Dirk’s latest book is NAW’s INNOVATE! How Successful Distributors Lead Change in Disruptive Times. Writing about INNOVATE! Supreme Allied Commander at NATO Admiral James Stavridis (Ret) observed: "At the heart of any healthy industry is innovation -- the ability to change as circumstances dictate with agility and intelligence. In INNOVATE! Dirk Beveridge provides a roadmap for creating innovation. This is an instant classic, and has wide applicability not only in the complex world of distribution, but in the widest sense."

More than 25 years as a consultant to a wide range of companies, Beveridge has helped leading firms align, focus, and strengthen their sales and leadership strategies to remain relevant, outperform the market, and provide deeper value to customers.

Note: Attendance at this session earns 3 points toward ASAE CAE certification or recertification.

6:00 PM – 7:15 PM
NAW AEC Reception

7:30 PM
NAW AEC Washington Dine-Around

Attendees will join colleagues for lively conversation and great food and drinks in one of Washington’s most popular restaurants. Please identify your preferred restaurants on the registration form and we will do our best to accommodate your request.

• Blue Duck Tavern - Creative American cuisine crafted from the region’s freshest, seasonal ingredients.
• Mastros Steakhouse - Steak and seafood
• Ristorante Tosca - Soulful dishes rooted in the Italian tradition.

Tuesday, January 30th, 2018 - Day 2

7:30 AM - 9:00 AM
Breakfast and Discussion Roundtables

9:00 AM - 9:15 AM

9:15 AM - 10:00 AM
Technology And Data Strategies At Work Today

How can data provide insights to help you better manage your association? Are dashboards effective? How do you keep your data secure? With all that is happening with association technology and data management, we’ll hear from four AECs who will share their experiences and what they’ve learned along the way. Hear from your peers with real world examples on how they are harnessing technology and using data to their advantage:


Susan Avery
Susan Avery
CEO, International Association of Plastics Distributors (IAPD)

Tim Buche
President and CEO, Motorcycle Industry Council Inc. (MIC)

Mike Coughlin
Director of Operations, Heating, Airconditioning & Refrigeration Distributors International (HARDI)

Deborah Hamlin
CEO, Irrigation Association (IA)

10:00 AM - 10:15 AM
The ALHI Report
Dan Ketelsen, Director of Sales, Associated Luxury Hotels International (ALHI)

Associated Luxury Hotels International (ALHI) is a Global Sales Organization dedicated to the Meeting and Incentive (M&I) marketplace and has long served as a partner to many NAW-member associations. Dan Ketelsen, Director of Sales, will address hotel industry trends during this fast-paced 15 minute segment.

Dan is responsible for assisting meeting professionals, association executives, incentive specialists, business executives, and convention specialists in the Mid-Atlantic United States with ALHI Global Sales Organization services and professional sales support for its distinguished portfolio of more than 250 hotels and resorts around the world. Prior to joining ALHI, Dan served as the Director of Convention Sales - Mid-Atlantic Region for Visit Anaheim. Previous to that, he served for 17 years with Hyatt Hotels Corporation.

10:15 AM - 10:30 AM

10:30 AM - 11:00 AM
Membership Engagement Lightening Round
AECs will discuss membership engagement techniques and strategies and how they are building, nurturing, and managing relationships to
increase membership volume, value, and retention.

11:00 AM - 11:45 PM
Marcomm's Future Contribution To Organizational Success: Judgement + People + Tools
Robb Lee, Chief Marketing and Communications Officer, American Society of Association Executives (ASAE)

RobbLeeMarcomm (marketing communications) is evolving just as fast as the technology, infrastructure, and thought-paradigms needed to support it. The markets that associations serve will have more options than ever. And organizational success will require increasing sophistication across many areas. Innovative and effective marketing include content strategies, personas, customer journeys, brand storytelling and others will be predicated on the foundation they are built on in the organizations they serve.

Throughout this meeting, we are discussing issues such as disruption, customer and member engagement, big and small data and many other topics that are interwoven throughout communications. We’ll talk about what's required to be most prepared for the expectations marcomm will have to deliver on.

Robb is responsible for leading and managing all activities within ASAE's Communications Group, including marketing, branding, website, public relations, social media and Associations Now, ASAE’s flagship publication. In addition to the communications functions, he is responsible for Innovation/New Product Development, Diversity and Inclusion which are creating a foundation for product development and evolution at ASAE.

He has more than 20 years of experience creating, developing, implementing, evaluating, and managing national and international multi-media branding, advertising, and public relations campaigns for products represented by organizations such as Mitsubishi, GEICO, Post Cereals, Kraft/General Foods Coffees, and government clients such as EPA, with budgets ranging from $1M to $55M. Robb has worked at several top 10 advertising and public relations agencies. His experience also includes Marriott International and ABC Radio.

Note: Attendance at this morning's sessions earn 3 points toward ASAE CAE certification or recertification.

12:00 PM - 1:00 PM
NAW AEC Luncheon

1:15 PM - 4:15 PM
Association Customer Insights: The Difference Between Large And Small Distributors
Mike Marks, Managing Partner, Indian River Consulting Group

Mike MarksAs association memberships become more diverse, association executives and their teams are challenged serving the varying interests of their members. When your membership spans small companies to large publicly traded corporations, how do you serve both the “big distributors” and the small lifestyle owners?

Mike will explore the world through the eyes of big and small distributors and their business models. We will then break into one of two discussion groups – one focused on serving large members and the other focused on smaller members. You will be assigned the task of developing programs and services for your group – either large members or small lifestyle owners.

During your breakout, explore how to make your association more relevant to your specific focus group and identify the programs and services that you can you offer your targeted members and enhance your association value. Each group will make a presentation unveiling their plans. Mike will provide commentary and advice following the presentations.

If you are struggling about how to best serve your membership, this is a do not miss session. And, if you struggle to serve both large and small lifestyle owners, bring additional staff so that you can have a seat at both tables!

Mike co-founded IRCG in April 1987. He began his consulting practice after working in distribution management for more than 20 years. Over the years, his narrow focus in B2B channel-driven markets has created an extensive number of deep executive relationships within virtually every business vertical in construction, industrial, OEM, agricultural, and health care.

Mike has led project teams that improve market access by aligning resources to growth opportunities serving manufacturers, dealers, and distributors. Clients have ranged from small privately owned firms to many of the industry’s market share leaders. Ownership structures have included owner-operators, private equity, ESOPs, and publicly traded firms.

His contributions to the field includes serving as a Research Fellow with the NAW Institute for Distribution Excellence, permanent faculty at Purdue University’s University of Innovative Distribution, eight years as Graduate Adjunct Faculty in the Industrial Distribution Program at Texas A&M University, and rendering several precedent-setting expert opinions in contract disputes between manufacturers and distributors.

Note: Attendance at this session earns 3 points toward ASAE CAE certification or recertification.

“The AEC Meeting was an excellent use of my time. Having the opportunity for me to learn and network with seasoned association professionals is incredibly valuable, and not something that is easy to replicate. This continues to be the biggest benefit for me in attending the AEC meetings. ”
— Marc Saracco, NAWLA

This meeting is open only to chief staff officers and senior staff members of NAW’s member national associations.

If you are the AEC Meeting Primary (Top Executive) Registrant (one per association), please register using the Primary Registrant Form.
Additional Staff Registrants may register using the Additional Staff Registrant Form.
Note: If you are ONLY attending the Executive Summit please use our Executive Summit Registration Form instead.

Beware Hotel Room Scam! For those of you planning to attend the NAW AEC Meeting at the Fairmont Washington DC, please be aware of a potential scam being perpetrated by a company identifying themselves as a “Meeting Sponsor.” If you get a call from 888-511-7396 (or any other number) suggesting you use their service to book your room in DC, please ignore. This company is not affiliated with NAW or the Fairmont Washington DC Hotel. As usual, all room reservations for the Fairmont Hotel Washington DC should be made by using the link provided on our website. The link is also provided in the receipt you will receive once your registration is processed

Reserve Your Room Today

Hotel Registration
A block of rooms has been reserved at The Fairmont Washington, DC for NAW Meeting attendees at the following special rates:
● Fairmont (Regular) Room: $365 per night
● Deluxe Room: $405 per night
● One-Bedroom Suite: $445 per night

NOTE: Register for the NAW Meeting and book your room at The Fairmont Washington, DC by December 15 and receive a $100 room credit.

These rates are guaranteed for reservations made by January 11, 2018. Take advantage of NAW’s special room rates and book your room now.

Book Your Room by December 15 to Get $100 Room Credit

The Fairmont Washington, DC

2401 M St NW, Washington, DC 20037

Known for comfort and luxury, The Fairmont Washington, DC is located in Washington’s fashionable West End, at the corner of 24th & M Streets, N.W. Close to shops, museums, restaurants, and sightseeing venues, this hotel is certain to please all meeting attendees.

Book Your Room by December 15 to Get $100 Room Credit

Connect and Learn – Register Now

The NAW Association Executives Council meeting provides the perfect opportunity to connect with your peers, learn from experts, and grow as an association professional.


NAW Association Executives Council (AEC) Registration Fee

AEC Meeting Only 
No charge for spouse $650

AEC Meeting and Executive Summit 
Without spouse $2,075

AEC Meeting and Executive Summit 
With spouse $3,625


Register Now