Beyond the Event: Building Business Value Through Strategic Operations and Engagement
Associations thrive where innovation meets operational excellence. This session offers practical strategies to align event operations with member expectations, fuel culture-driven engagement, and build scalable revenue models. Using real examples, learn how to deepen connections, embed meaningful activations, and drive lasting impact—designed for professionals in meetings, marketing, business development, and operations ready to advance their association’s success.
Take-aways:
1. Align Event Operations with Organizational Culture – Learn how to streamline planning and execution while reflecting your association’s identity and member expectations.
2. Design Engagement Strategies that Resonate – Explore ways to embed mission-driven themes and value-driven programming that increase member participation and event impact.
3. Build Scalable Revenue Models – Gain practical insights into diversified revenue strategies that fuel sustainable growth across programs, partnerships, and events.
NEW! Stick Around for the Mic Drop MeetUP
Join us after today’s session to chat with presenters, share your takeaways, and connect with fellow attendees in a relaxed virtual space.
Brian Marks
AVP of Client Partnership & Performance
Brian Marks is AVP of Client Partnership & Performance at MCI USA, where he leads strategic client partnerships and performance initiatives for association clients. With more than a decade of experience in sales leadership, business development, and client engagement, Brian specializes in helping organizations drive revenue growth, optimize performance, and strengthen stakeholder relationships. He joined MCI in 2014 and has held successive leadership positions supporting association clients nationwide.
Tracy Schorle
VP, Advisory Services, Association Solutions
Tracy Nickless Schorle is an accomplished association management professional with over 20 years of experience in creating and implementing communication, marketing, and sales programs to grow associations of all sizes and industries. As the Associate Vice President of Advisory Services at MCI USA, Tracy leads the advisory services team, working with organizations such as the Council for Advancement in Secondary Education, American Heart Association, and CLEO (Laser Science to Photonic Applications) to develop and execute strategies and implement operational excellence. Additionally, Tracy serves as the Chief of Staff for the Responsible Online Gaming Association, where they play a pivotal role in driving strategic initiatives and fostering collaboration within the organization. Tracy is a sought-after speaker and presenter, known for their engaging and insightful presentations at industry conferences and events. With a keen ability to connect with audiences, Tracy has delivered impactful presentations on topics such as strategic planning, business administration, and event support. Their expertise in these areas has been instrumental in launching numerous associations and driving organizational growth. Tracy is actively involved in professional organizations such as the American Society of Association Executives (ASAE) and the Association Forum, where they continue to share their knowledge and insights with peers and industry leaders.
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Professionals for Association Revenue (PAR) is a CAE Approved Provider.
Professionals for Association Revenue (PAR) is a CAE Registered Provider. The program(s) linked below meet the requirements for fulfilling the professional development requirements to earn or maintain the Certified Association Executive credential. Every program that we offer that has been approved for CAE credit will clearly identify the number of CAE credits granted for full participation. We will maintain records of your participation in accordance with CAE policies. For more information about the CAE credential or Registered Provider program, please visit www.asaecenter.org/cae.