It's going to be a big year for associations. At least, that's the impression one gets from association management company SmithBucklin, which this week released its 14th annual Circuit publication. Designed to provide news and insights that are useful to association boards and staff as they engage in strategic planning for their organizations, this year's publication features SmithBucklin's "20 for 2017," a series of 20 commentaries highlighting the issues, trends, and developments that will impact associations most in the coming year.
"These 20 pieces give us an opportunity to showcase the thoughts and insights of association experts, including our own SmithBucklin colleagues, who are continually thinking about the road ahead as they work closely alongside volunteer leaders, association staff, and industry partners," said SmithBucklin President and CEO Matt Sanderson. "Our hope is that these stories will jumpstart thinking and conversation about the evolution and continuing significance of associations."
The company's "20 for 2017" includes numerous insights on meetings and events. Highlights include:
• In "Associations 2027," SmithBucklin forecasts a positive future for associations, pointing out that 93 percent of association members say meetings or conferences are an important benefit of belonging to their association.
• In "Navigating Hospitality Market Uncertainty," SmithBucklin reports that "the association event industry could be shifting from a seller's market to a buyer's market for the first time since 2009," although some experts assert that "reports of a buyer's market are premature." Despite conflicting views, the company argues that "associations can achieve affordable and cost-effective events and navigate the uncertainty by: 1) planning in advance; 2) allowing for flexibility; 3) prioritizing based on strategy; and 4) leveraging partnerships."
• In "It's All About Experience," SmithBucklin says associations can attract Millennials as new members by offering them unique experiences at meetings and events, citing data showing that 82 percent of Millennials attended or participated in a variety of live experiences in the past year, and that 77 percent of Millennials say their best memories are from an event or live experience they attended. "For those associations that produce events and other types of experiential member opportunities, these stats are welcomed news. The challenge, of course, is to create experiences that satisfy the demand," reports SmithBucklin, which subsequently offers several case studies illustrating best-in-class experiential events.
Concluded Sanderson: "Overall, Circuit highlights the enduring value of associations, and reflects our fascination with and commitment to the association industry. I hope all of our readers will find something that will help them with the important work they do every day."
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