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