Breaking Out of the Trade-Show Model

Working with key volunteer leaders, MCI USA’s executive team reviewed possible solutions, eventually opting for the complete transformation of the event’s traditional trade-show model, the sale of the asset after the makeover helped increase market value, and the creation of a new business plan for both revenue replacement and staff and program realignment and improvement.


  • MCI USA launched a transformed event with new education, show design, industry partners, and personalization.
  • MCI USA worked to broker and sell the show to a partner that worked with the association for three years during transition.
  • The transition led to enhanced education programs, executive advisory boards in sales and marketing, new executive roundtables for sales and revenue management, and new online programs in revenue management.

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