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ASSOCIATION KNOWN FOR INNOVATION BUILDS ENGAGING EVENT TO REACH NEW AUDIENCES

AIA: American Institute of Architects

THE OPPORTUNITY: On the surface, the AIA Conference on Architecture was a solid event. The structure and format worked. The audience was satisfied. The partners were exhibiting. But AIA has a long tradition of innovation and design, and “good” was not good enough. AIA knew the event was doing great, but also knew they could make it even better.

AIA discovered that 92% of architects were not attending the national conference, and therefore the AIA Conference was not a true influencer in the future of the profession. AIA needed an event that reflected the soul and swagger of the profession. It needed an event that would attract younger architects. It needed an event that made space for the new mindset of co-creation. It needed an event that inspired the world of architecture. Otherwise, it risked becoming obsolete.

AIA saw the opportunity and demand for bold reinvention. In Philadelphia during May of 2016, AIA and its many stakeholders made a commitment to move forward with a new event co-created with architects from the ground up.

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