ASSOCIATION FORUM is the professional home for associations in the Chicago area. Founded in 1916, it serves as a vital hub for association professionals, providing education, resources, and powerful networking opportunities that strengthen the association management field. One of Association Forum’s signature events is Holiday Showcase®. Holiday Showcase is a premier two-day gathering for association professionals and industry partners. It has a dynamic exhibit hall, high-value education sessions, and a vibrant community atmosphere.
THE CHALLENGE
As Holiday Showcase continued to grow, Association Forum decided to transition the event from a hotel to a convention center for the first time in 37 years. This move created new opportunities for scale, exhibitor growth, and expanded programming. It also introduced an entirely new layer of operational complexity. For example, convention centers have distinct labor structures, vendor access requirements, load-in procedures, and logistical considerations that require experienced event leadership.
Association Forum’s internal team wanted to stay focused on delivering innovative programming, driving attendance, and creating a standout member experience. Yet their time and talent were increasingly absorbed by the operational complexity of moving from hotel to convention center.
To navigate this major transition while maintaining the quality of Holiday Showcase, Association Forum needed a trusted partner to serve as an extension of their staff and confidently manage the added complexity.
“We absolutely loved having SB supporting us this year as part of the Association Forum team. They made a HUGE impact.”– Artesha Moore, FASAE, CAE, President & CEO, Association Forum
THE STRATEGY
Association Forum outsourced their meeting planning to SB Expos & Events. SB specializes in association conventions and understands the unique needs of member-driven organizations. Our team provides customized, flexible support tailored to each event’s goals—whether that means handling logistics, exhibitor management, onsite coordination, or full-service meeting execution.
With more than 30 experienced event professionals, SB offers the strength and resources of a full-scale team while maintaining the personal attention and responsiveness of a solo consultant.
As Association Forum prepared for Holiday Showcase’s convention center move, SB worked closely with staff to anticipate operational shifts, manage vendor and venue coordination, align timelines, and ensure every logistical detail was covered. SB’s extensive convention center experience provided clarity and confidence throughout the planning process.
“As we navigated a significant transition, moving the event from a hotel to a convention center, we were deeply grateful for SB’s guidance and support. This marked the first time in 37 years that the event was not held at a hotel, and we relied heavily on SB’s extensive knowledge of convention centers. Their expertise was instrumental in ensuring a smooth transition and was truly invaluable to the success of the event.”– Phyllis Scott, Senior Director, Business Operations
THE RESULTS
With SB managing the planning and onsite execution, Association Forum staff could focus on the overall attendee experience.
Holiday Showcase successfully launched in its new venue. It exceeded expectations while maintaining the high standards attendees and exhibitors expect. SB handled every detail with care, creating an easy and enjoyable experience for staff, exhibitors, and attendees alike.
SB delivers events that create non-dues revenue for associations. You stay focused on your mission—we take care of the rest.
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