All MSA Members are encouraged to attend their local chapter meeting and enjoy breakfast. 
This meeting is included in registration but a TICKET is required for breakfast

LOCATION: Los Angeles Convention Center 

Florida - Room 516

Mid-Atlantic - Room 501C 

Mid-West- Room 513

Southwest - Room 517

North-Atlantic - Room 512

Pacific Northwest - Room 515A

South-Atlantic - Room 510

Western - Room 518

Networking is one of the best parts of MSA Forward, bringing nonprofit retail colleagues together to discuss opportunities and concerns we all have in common.

This year, there are two ways to engage in structured discussions- Discussion by Sales Volume on Tuesday and by Institution Type on Thursday.

Discussions by Sales Volume

During this time slot, institutional members will divide into classrooms based on their annual sales income for facilitated discussion on topics that impact stores their size.

Come together with fellow nonprofit retail professionals to share best practices. Discuss common challenges and how we can learn from each other to improve our businesses.
 

Modern-day slavery is more prevalent today than at any other point in human history. While a growing number of state and national laws prohibit the trafficking of goods made with forced labor, those who profit from human trafficking often do so with impunity. Drawing from over two decades of experience investigating forced labor and supply chains, E. Benjamin Skinner exposes the flaws in current monitoring and compliance systems and highlights better, safer ways of doing business.

In this session, attendees will explore best practices for enhancing onboarding and training procedures, integrating technology into training tools, and fostering individual and team growth. Discussions will also cover adapting to different learning styles, improving retention, and strengthening employee engagement.

Participants will take part in breakout sessions to develop effective and engaging onboarding and training programs, prioritize employees, and create experiences that promote engagement and long-term growth. This session will not only provide firsthand success stories but also offer actionable ideas and strategies to incorporate into store operations to improve team performance and training procedures.

While engaging and informative for all audiences, this session is especially valuable for emerging professionals or those new to retail, helping to establish a strong foundation for team onboarding and development.

These hours are specifically reserved for you to explore the dynamic MSA Expo Hall, featuring vendors specializing in products for museum stores. The Expo Hall will remain open until 5:00 pm, allowing you to meet with vendors in between education sessions or when you have free time.
 

Grab a bite with your colleagues in the MSA HUB on the Expo Hall floor!
Lunch is served at 11:30 AM - 12:30 PM in the HUB.

Tickets are required for the grab-and-go lunch.

These tickets are included in your registration but must be added-on during the registration process.

While you’re here, browse the Buyer’s Choice Award finalists’ products on display.

These EXCLUSIVE* hours are specifically reserved for you to explore the dynamic MSA Expo Hall, featuring vendors specializing in products for museum stores. The Expo Hall will remain open until 5:00 pm, allowing you to meet with vendors in between education sessions or when you have free time.
 

Grab a bite with your colleagues in the MSA HUB on the Expo Hall floor!
Lunch is served at 11:30 AM - 12:30 PM in the HUB.

Tickets are required for the grab-and-go lunch.

These tickets are included in your registration but must be added-on during the registration process.

*Only roundtables will take place during the show hours today.
No education or other events to interupt buyers to meet with exhibitors. 

While you’re here, browse the Buyer’s Choice Award finalists’ products on display.

When Dr. Barnes ran his factory in Philadelphia, he set aside two hours of the workday for his workers to study art and discuss philosophy. We continue this educational tradition in the Sales Department at the Barnes Foundation with our daily Morning Meetings.

In this session, Jim will discuss the topics and themes that lead to the most effective morning meetings for his sales team.

MSA’s Nonprofit Retail Boot Camp is back!

This 3-hour session will let you dive head-first into core nonprofit retail best practices and provide an engaging perspective from industry leaders.

We recommend you purchase the Museum Managers Guide as it is the official text book for this class.  Purchase the book HERE

Professional retail educator, Anne Cecil, will teach MSA Boot Camp again this year. She will focus on the pillars of museum store management inspired by Museum Store Association’s Knowledge Standards to help you get your financial ducks in a row, learn inventory control, leadership and team building, merchandising and customer service. Anne will teach the nuts and bolts of retail operations in three sections:

· Retail Operations/Management Fundamentals

· Inventory Control & Merchandise Planning

· Realizing Revenue from your Sales Floor

MSA Boot Camp includes a final section: How to advocate for yourself and your store within your institution.

This vital section is a panel of veteran Museum Store Association members: Stuart Hata (Fine Arts Museums of San Francisco), Ione Saroyan (New-York Historical Society), and Aubrey Herr (Morgan Library & Museum). In conversation with Anne Cecil, they will provide insights into their work as nonprofit retail professionals as well as their key takeaways of the benefits of being an active member of MSA. You will learn about metrics you should be tracking, how to use that data to tell your operation’s story, key store marketing strategies including eCommerce, and how to leverage all of the above to advocate for you and your department institutionally.

Our refreshed Boot Camp will have you start by completing a self-assessment before you arrive to help you determine where you would like to focus your time at the conference. This year’s Boot Camp will provide a summarized version of the session in the form of a take-home booklet including suggested “Session Tracks” so you can maximize your time at conference!

Retail spaces can often be overwhelming for neurodivergent individuals, who may experience sensory sensitivities and challenges navigating busy, loud, or visually cluttered environments. This session explores how retailers can create more inclusive and accessible store experiences by designing with neurodivergent customers in mind.

Attendees will learn about the unique needs of neurodivergent shoppers and discover practical strategies for incorporating sensory-friendly design elements—such as thoughtful lighting, sound control, tactile materials, and intuitive store layouts. We’ll also cover solutions like quiet zones, clear signage, and sensory-friendly shopping hours, as well as the importance of staff training to ensure all customers feel comfortable and supported.

Through real-world examples and actionable tips, this session will equip retailers, designers, and visual merchandisers with the tools to create a welcoming environment for everyone. Join us to learn how designing for neurodivergence can enhance the shopping experience for both neurodivergent and neurotypical customers alike.

Shelf talkers have long been a staple of retail merchandising, guiding customers toward key products and promotions. But as technology evolves, so does the potential of this powerful tool.

In this session, we’ll explore both the fundamentals of traditional shelf talkers and how AI-driven innovations are transforming their impact in modern retail. You’ll learn how to design eye-catching, effective shelf talkers that grab attention, communicate key information, and enhance the shopping experience.

We’ll then dive into AI-powered solutions, including dynamic content, personalized messaging, and real-time optimization based on customer behavior and sales trends. From smart shelf talkers with digital displays to predictive analytics that tailor recommendations, we’ll cover how to harness AI to take your shelf talkers to the next level.

Join us to discover practical strategies for integrating AI into your merchandising efforts and explore how the combination of tradition and technology can boost engagement, increase sales, and create a more personalized retail experience. This session is perfect for retail managers, visual merchandisers, and anyone looking to stay ahead in the evolving retail landscape.

Level8 is a multilayered concept, revolutionizing Los Angeles’ dining and social landscape, this first-of-its-kind dining, drinking, and entertainment experience features eight distinct and mesmerizing destinations, occupying the entirety of the eighth floor of the recently launched Moxy & AC Hotel Downtown LA, overlooking Downtown Los Angeles. This incomparable event venue is directly across the street to L.A. Convention Center. The MSA 70^th Anniversary party will take place in 4 of the 8 Level8 venue spaces. We promise fun and something new around each corner and possibly the most unique venue ever!

The Getty
Friday, May 9
9:00 am - 4:30 PM

A must-visit destination for art, culture, and unforgettable views.
The Getty is a cultural treasure, offering breathtaking art collections, stunning architecture, and panoramic views of Los Angeles. The exhibits span centuries, from European masterpieces to modern photography, all housed in a beautifully designed space. Don’t miss the manicured gardens and tranquil atmosphere that make this perfect for art and museum lovers. Bring your camera and comfy shoes and spend the day exploring The Getty!

This excursion includes: Transportation, admission, lunch, store meeting and store discounts. 

LA - ALL DAY!
Monday. May 5
9:00 am - 4:30 pm

The Petersen Automotive Museum is dedicated to the exploration and presentation of the automobile and its impact on American life and culture using Los Angeles as the prime example. Encompassing more than 300,000 square feet, its exhibits and lifelike dioramas feature more than 400 rare and classic cars, trucks and motorcycles. From your favorite movies to your wildest imagination, the exhibits at the Peterson are a must see while in LA!

Los Angeles County Museum of Art (LACMA) was founded in 1961, is the largest art museum in the western United States. It attracts nearly a million visitors annually. While currently undergoing a major renovation and expansion, LACMA offers guests more than 150,000 works spanning the history of art from ancient times to the present. In addition to art exhibits, the museum, embracing its location, features a film and concert series.

And the Oscar goes too……One of the newest museums in LA, The Academy Museum of Motion Pictures is a film museum opened in September 2021. The first large-scale museum of its kind in the United States, it houses more than 13 million objects, and is dedicated to the history, science, and cultural impact of the film industry. Don’t forget to pick up you own personal Oscar in the fabulous Academy Store!

This excursion includes: Transportation, snacks, admission into all 3 museums, store meetings and store discounts. 

Catalina Island
Friday, May 9
7:30 AM - 7:00 PM (estimated due to LA traffic)

Santa Catalina Island has a long and storied history, there have been inhabitants on the island for the past 7,000 years. The first Europeans to arrive claimed the island for the Spanish Empire. It was later turned over to Mexico and then to the United States. The island has served as a stop for smugglers, gold diggers, pirates, hunters, the Union army and missionaries. Catalina's history as a resort destination began about 125 years ago. You'll be captivated by it's beauty and relaxing vibe. 

Getting there is part of the adventure.

This excursion includes: Transportation via bus to/from Ferry, Ferry ride (1 hour - each way - $115 value) to/from the city of Avalon on the island, visit to The Catalina Museum with store meeting, lunch and discounts, tour of the Casino on the island and free time to explore the many shops, trails, restaurants and historic locations. Ferry Departs Long Beach for Catalina at 9:50 am - Departs the Island at 3:55 PM. 

Bus will leave LACC at 7:15 AM - no exceptions.
You MUST be on the return Ferry by 3:30 PM.

We highly recommend you wear comfy walking shoes and bring a hat and sunscreen! This will be an unforgettable day!

Sponsored by:


As we adapt to a rapidly changing world, people problems can be the
most complex and critical challenges we face—but they don’t have to
be. Humans are not chaotic, they are predictable. That means all adults
pass through sequential stages of development that feature different
fears, motivators, and goals. By constructively exploring these stages,
we can transform our understanding of ourselves AND each other.
In this interactive, entertaining, and highly actionable keynote, former
Disney+ expert host, tech founder, and Adult Development Theory
expert Arel Moodie introduces the overlooked science of human
potential to help us Build People PowerTM inside our organizations like
never before. You’ll walk away with a clear understanding of how to
predict and drive certain behaviors—no matter which stage someone
is in.

This roadmap will give you a renewed and restored sense of where
your organization can go, and help you move people into action so you
reach bigger goals together.

Come together with fellow nonprofit retail professionals to share best practices, discuss common challenges and learn from each other to improve our businesses.

These 45-minute sessions will take place throughout the day to allow members to attend multiple institution meetings, covering different classification types that may categorize your institution.

Roundtables are held in room - 510   just a short ride up the escalator form the expo entrance.
Feel free to attend as many as may be relevant to you. Be sure to mark these in your MSA Forward app so you receive a reminder as you browse the show.

9:00 am -  Science, Technology, Natural History, Ethnic/Cultural, One-of-a-kind Museums

10:00 am -  Art, Architecture, & Performing Arts (Sales Volume over $1,000,000)

11:00 am - Nature Center, Garden, Arboretum, Aquarium, Zoo, National Park, Children's Museum
 
LUNCH IN HUB
 

1:00 pm -  Art, Architecture, & Performing Arts (Sales Volume under $500,000)

2:00 pm -  History, Historic House/Site, Military, Maritime, Transit, Air Space, Library

3:00 pm -  Art, Architecture, & Performing Arts (Sales Volume between $501,000-$999,999)

In today’s modern workplace, teams composed of individuals from different age groups are increasingly common. These Intergenerational teams bring together unique perspectives that can drive innovation. To address this trend, we have developed a concise 60-minute presentation exploring the dynamics, challenges, and opportunities of Intergenerational collaboration.

As work methods evolve, so do the expectations of different generations, from Baby Boomers to Gen Z. Grounded in research and real-world examples, our presentation uncovers the nuances of Intergenerational teamwork. Attendees will gain insights into the motivations, communication styles, and strengths of each group, enabling them to build successful and cohesive teams.

Through interactive exercises and case studies, our presentation offers practical strategies to enhance communication, resolve conflicts, and leverage diverse skills. Participants will leave with actionable insights, ready to foster understanding and collaboration in their workplaces.

In today’s rapidly changing business world, embracing Intergenerational strengths is not just beneficial—it is essential. Our presentation equips attendees with the tools to bridge generational gaps, forge meaningful connections, and achieve collective excellence. By fostering Intergenerational unity, organizations can chart a course toward lasting success and significance.

Using the upcoming LEGO exhibition at The North Carolina Arboretum in 2027 as a case study, this session by Kacey Cramer and Anne Cecil will explore how to align your store’s product offerings and visual presentation with the themes and narratives of a museum exhibition, creating a cohesive and engaging retail experience.

From making strategic buying decisions to merchandising appealing exhibition-related products, Kacey and Anne will include you in the process of selecting and curating items that resonate with visitors and strengthen their connection to both the exhibition and the institution’s brand.

Designed for museum store managers and buyers, this workshop features a guided breakout session followed by a group discussion.

Museum store buying is more than just selecting the right product at the right time, in the right quantity, for the right customer. This session will cover the essential components of buying while providing valuable tools for practical application.

From understanding your customer’s needs to selecting profitable products from vendors and artisans, managing a budget, and utilizing analytics, Kacey will use interactive discussions to demonstrate how strategic museum store buying can be successful, rewarding, and fun!

Product media today extends beyond just photos—it encompasses visualizations, videos, models, and multiple views that bring products to life online. Whether you manage a museum store, wholesale custom products, or oversee a brand, presenting your media beautifully and effectively is essential.

This session will explore practical ways to create compelling product media, featuring cost-effective tools such as light tents, turntables, softboxes, and color cards. We’ll demonstrate how easy it is to create engaging video content using just a smartphone, along with other practical tips for enhancing your products’ media presence online.

Additionally, we’ll take a closer look at optimizing images for the web, with a specific focus on metadata. Metadata improves searchability, protects intellectual property, and ensures proper attribution for copyrighted artworks featured on custom products. You’ll learn how to incorporate metadata seamlessly into your media workflow to safeguard your content and enhance online discoverability.

Attendees will also receive Co-Curator’s “Product Media Guide”—a cheat sheet developed through extensive e-commerce projects. It includes recommended image sizes, aspect ratios, file formats, and other best practices for optimizing product images and media for the web, along with a breakdown of key metadata fields and alt-text tips to simplify your workflow.

Heritage Square Museum explores the settlement and development of Southern California during its first 100 years of statehood through historic restoration and preservation.

The eight historic structures located at the museum, constructed during the Victorian Era, were saved from demolition, and serve as a perfect background to educate the public about the everyday lives of Southern Californians from the close of the 19th Century into the early decades of the 20th Century.

Over the past fifty years, Heritage Square Museum has acquired and begun the restoration on eight historically significant buildings from different Los Angeles neighborhoods. Located on acres of period appropriate landscaped grounds, the museum is the place where history comes alive!

Join us for food (light), fun and haunted tours!
A ticket is required to participate in this event.

Limited transportation will be available with bus running on a loop. SHUTTLE PICK UP IN FRONT OF THE CONFERENCE CENTER.  Because LA traffic is unknown a loop could take 10-30 minutes.
To maximize your time at the venue we recommend ride sharing using UBER or Lyft.