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Association Forum Announces 3-Year Strategic Partnership with Dallas CVB

By Melissa Walling posted 07-02-2016 19:56


Association Forum Announces 3-Year Strategic Partnership with Dallas CVB

CHICAGO (Dec. 1 2015)—Association Forum is pleased to announce it has signed a three-year strategic partnership agreement with Dallas Convention & Visitors Bureau.

The strategic partnership is the first of its kind for Association Forum and is developed to support unconventional educational experiences that will push and provoke members through experimentation and design thinking. The partnership will provide Dallas with expanded reach and visibility in the Chicago community, facilitating opportunities to align itself with members through customized programming and greater visibility.

"It's an innovative, bold experiment and not the typical convention bureau partnership," said Michelle Mason, FASAE, CAE, Association Forum's president and CEO. "We've heard from our members and other industry stakeholders that we need to do things differently—very differently—to distinguish Forum in the industry and dem­onstrate truly definable value. We also want to be wildly creative in how we deliver content to demonstrate a completely new way of thinking about association education and Association Forum."

While the partnership plan and programming are unfolding, one key concept is the use of "design thinking," originally used by architects and urban planners and more recently adapted for business purposes.

"Design thinking can be a transformative process for teams or entire organizations and is gaining traction in new areas, from marketing to delivery systems to strategy," said D. Bradley Kent, Dallas CVB, chief sales & services officer, SVP. "The partnership with Association Forum will provide us with the exclusive opportunity to be the signature partner on a new model that is likely to fundamentally change how associations approach their work."

The three-year strategic partnership will be launched at Holiday Showcase on Dec. 15, 2015.

About the Association Forum
The mission of the Association Forum is to "advance the professional practice of association management." Founded in 1916, the Association Forum serves 47,000 association professionals whose efforts serve more than 37 million members and generate $22 billion in global annual expenditures. Visit

About Visit Dallas
The Dallas Convention & Visitors Bureau's goal is to market Dallas as the ideal convention and visitor destination to the regional, national and international marketplace and to favorably impact the Dallas economy through meetings and tourism. The Dallas metro area is the leading business and financial center in the Southwest, offering visitors an unparalleled array of amenities and a central location with two major airports with more domestic nonstop flights than any other U.S. city. As the ninth-largest U.S. city, and part of the fourth-largest metropolitan area in the nation, the Dallas area is the top visitor destination in Texas. For more information, visit