Most event leaders assume their biggest challenges are attendance and exhibitor/sponsor revenue. They aren’t. Those are surface indicators. The more meaningful shift is happening underneath, in the economics of events themselves: who creates value, who captures it, and how success is actually measured. For years, the model was straightforward: Organizers built platforms. Attendees came for connections and learning. Exhibitors invested for visibility, access to buyers, and measurable business outcomes. Growth followed scale. That model is now under pressure — not because interest in events has declined, but because the assumptions that once defined value no longer hold in the same way.

Association leaders face unique revenue challenges that require more than one-size-fits-all answers. Many professionals are turning to coaching for focused, one-on-one support tailored to their urgent needs — helping them move beyond insight and into measurable action. That’s why PAR recently launched its new Growth Coaching program led by Lewis Flax, president of Flax Associates.

PAR’s Greatest of All Twenty Twenty-Five association revenue producers gave out transformative, practical advice during the 5th Annual PAR GOAT Awards on Jan. 21. In case you missed it, we rounded up the top priorities that associations should set for 2026 to boost short- and long-term growth, according to GOATs Dan Cole, Krystle Kopacz, Carrie McIntyre, and Brittany Shoul.

As you lean into 2026, who better to take advice from than the GOATs? We tapped the wisdom of PAR’s 2025 “greatest of all time” association revenue producers — Audio Video Integrated Experience Association’s Dan Cole, Revmade’s Krystle Kopacz, Navigate’s Carrie McIntyre, and MCI’s Brittany Shoul. Here, they tackle one big question: “What’s your strongest strategy or boldest idea to come out of 2025 that you plan to build on in 2026?”