by Chris Kappes, Exhibit City News
There is only one Super Bowl in professional football. But when it comes to hosting tradeshows and conferences, the American Society of Association Executives (ASAE) annual conference is often referred to as the “Super Bowl” of meetings because of its long-lasting impact on host cities. This week’s conference in Cleveland lived up to this reputation.
ASAE is a membership organization of more than 44,000 association professionals and industry partners representing 7,400 organizations. The city of Cleveland rolled out the red carpet for the 5,070 meeting planners who attended to decide which cities will host their events in the future. For those selected, the rewards are substantial. David Gilbert, CEO of Destination Cleveland, emphasized the potential long-term benefits for the city.
“It’s estimated that up to 20% of the people here will decide to host some meeting or convention here over the next five years, and that should calculate into $200 to $500 million in future business in Cleveland for having this here,” Gilbert said.
With over 250 convention centers across U.S. cities, competition to host these events is fierce. Walking through the exhibit hall was like touring the best of America: Nashville’s exhibit featured a live music stage, Baltimore’s offered a taste of Stone Crab, and Seattle invited attendees to play pickleball. Each city showcased its unique “taste” and “vibe,” making the conference a vibrant experience. ASAE exemplified experiential marketing at its finest, delivering an exceptional guest experience.
The conference also brought significant news about the power of associations to boost America’s economy. ASAE partnered with Oxford Economics, a leading independent economic advisory firm, in a study of 20,000 associations to quantify the sector’s economic impact. “This new study for the first time quantifies the power of associations to boost America’s economy and generate opportunity through good jobs with competitive pay, events that support local businesses, and substantial tax payments to all levels of government,” said ASAE President and CEO Michelle Mason, FASAE, CAE.
The research highlighted several key points:
- Associations are a vital component of America’s job market, directly supporting 1 million jobs and providing $71.4 billion in wages throughout all 50 states.
- Association events inject significant revenue into state and local economies, creating a ripple effect that benefits a diverse range of businesses. More than 272,000 events attract nearly 52 million participants, directly supporting 342,000 jobs, and generate $42 billion in spending in communities nationwide every year.
- Associations and their events generate critical tax revenue for every level of government, helping to fund infrastructure, education, and public safety. Each year, associations pay almost $28 billion in federal, state, and local taxes, while events generate an additional $7.5 billion in taxes to state and local governments.
As the ASAE conference concludes, the “Super Bowl of Meetings” has left its mark not just on Cleveland but on the entire industry. The energy and connections made here will fuel economic growth for Cleveland. As David Gilbert summarized, this event isn’t just about showcasing a city—it’s about securing its place on the map for years to come.
