As part of our growing education calendar, we’re pleased to introduce TSAE Labs in 2019! These half-day workshops will explore one topic in-depth in an interactive small group learning environment. Labs will be limited to 20-30 participants so secure your spot soon!

Jump to From Trendspotting to Implementation—An Interactive Guide to Smart Event Design

Experience Design: Diving Deep Into the Theory & Practice of Design Thinking

Thursday, August 22
9:30 am - 1:30 pm (lunch included)

Hilton Dallas/Rockwall Lakefront
2055 Summer Lee Drive Rockwall, TX USA 75032 (map)
Standard room: $155 (+ taxes). To book, please call Reservations Department at (800) HILTONS and ask for the TSAE Room Block rate at the Hilton Dallas/Rockwall Lakefront.

$125 Member / $175 Mon-member
CAE Hours: 3
Limited to 30 participants.


In an association world of ever-increasing competition, of customers who seem to have less time and read fewer communications, of generational and societal shifts that are quickly impacting organizational structure, our associations have to stand out in order to grow. In fact, our associations have to produce the right solutions for the right members in the right format, all while generating experiences and interactions that are easy, positive and, where possible, fun. And we can’t rely on the long-standing premise that what we create will be an evergreen solution - instead, we must continually experiment, prototype, learn and grow. 

So, how can we keep up?

Design thinking may provide the answer. In this deep dive, you will come to understand the basic tenants of the design thinking approach.  Each participant will bring their own member-focused experience that they are looking to workshop. Through a facilitated series of exercises, you will re-define and refine your approach, placing the customer and their experience at the core of what you create. You will walk away with tangible next steps in hand - with your own efforts and focus determining the path those steps take.

About the Presenters

Aaron Wolowiec, MSA, CAE, CMP, CTA, Founder & President, Event Garde
Aaron Wolowiec is an award-winning learning strategist and meetings coach for leading trade associations and individual membership societies across the United States. Committed to the latest research and trends on learning, intentional networking environments and meaningful transfer exercises, he launched Event Garde, a professional development consultancy, in 2011.

Lowell Applebaum, CAE, CPF, CEO and Strategy Catalyst, Vista Cova
Lowell Aplebaum, CAE, CPF is the CEO and Strategy Catalyst of Vista Cova – a company that partners with organizations on strategic visioning and planning, creating stronger governance models, and reimagining value and engagement.  Lowell frequently provides dynamic sessions to organizations – conducting deep-dive interviews and getting members and volunteers involved through experiential learning approaches. He currently serves as the Chair for the overseeing commission for the Certified Association Executive certification, and Chaired ASAE’s Task Force on CEO Pathways.  He is a Certified Professional Facilitator and the creator of a master-level learning series called Through the CEO Lens and Association Charrette – a co-creation retreat experience.  His work on global efforts for associations has included experience across five continents, hundreds of volunteer groups, and all 50 states in the U.S.


New Ideas Preconference:
From Trendspotting to Implementation—An Interactive Guide to Smart Event Design

Sunday, Septemebr 15
9:00 - 11:30 am 

Moody Gardens Hotel, Spa & Convention Center
Seven Hope Boulevard, Galveston, TX 77554 (map)

$75 Member / $100 Mon-member
CAE Hours: 2.5


We hear a lot about experience design, but where do we start and how do we operationalize our ideas? This interactive workshop will provide you with the concepts and tools you need to take action within your association events. We’ll take a deep-dive into how to analyze and assess event trends for your respective audiences and how these trends might translate into experience design ideas. We’ll then roll up our sleeves to explore key design concepts and the toolbox you need to turn those ideas into reality.

Learning Objectives

  • Identify a process to spot trends for your association’s industry and audiences
  • Recognize the key elements of effective event design
  • Explore tools and resources to implement new ideas into your events
About the Presenter

Kelly Peacy, CAE, CMP, Founder & CEO
Kelly Peacy is the Founder & CEO of Insight Event Strategy, where she delivers valuable experience design and strategy for business events, conferences and conventions. Her client list includes the National Restaurant Association, American Association for the Advancement of Science, Visit Seattle, Association for Manufacturing Excellence, Association Forum, Visit Austin and Visit San Antonio, among others. Kelly served on staff at the Professional Convention Management Association (PCMA) for more than 15 years, where she was most recently the Senior Vice President of Education and Events. At PCMA, Kelly led the innovation behind the Convening Leaders and Education Conference programs, focusing on the latest in learning environments, engaging content and dynamic experiences for all participants.

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