WELCOME
Join the Museum Store Association (MSA) and hundreds of nonprofit retail professionals for the Annual MSA FORWARD Retail Conference & Expo, taking place May 5-9, 2025 at The Los Angeles Convention Center in Los Angeles, California.
Once again, MSA FORWARD will be held in conjunction with the 2025 American Alliance of Museums (AAM) Annual Meeting & Expo.
- Learn best practices and new ideas for store merchandising, operations, marketing, and sales
- Participate in dedicated networking events and create connections that will inspire new ideas
- Meet with over 200 MSA vendors about your product needs
- Hear from knowledgeable industry experts during session breakouts and keynote presentations
- Network with AAM attendees and exhibitors
- View the condensed MSA FORWARD Schedule At A Glance HERE
- View the FULL PROGRAM/SCHEDULE HERE
- See current 2025 EXHIBITORS HERE
REGISTER NOW
PEOPLE AND LAND ACKNOWLEDGMENT - Written by AAM & Adopted by MSA -
Los Angeles, the city we celebrate during this Annual Meeting, is the ancestral homeland of the Gabrieliño Tongva people.
Every community owes its existence to generations from around the world who contributed their hopes, dreams, and energy to making the history that led to this moment. Some were brought here against their will, some were drawn to leave their distant homes in hopes of better lives, some were forced from their homelands, and some have lived on this land for more generations than can be counted. Honoring truth is essential to building a just and equitable world. While acknowledgment is important, it is only a beginning.
Please take a moment to consider the many realities of violence, displacement, migration, and colonization as we gather together for the 2025 MSA FORWAD & the AAM Annual Meeting & MuseumExpo. We must hold ourselves accountable for the necessary work to uncover truths in the museum field and beyond. We encourage you to use this native lands map so you can learn what lands you occupy—visit: native-land.ca.
