Museum Store Association (MSA) Announces Free Registration for the 2026 MSA FORWARD Conference & Expo in Philadelphia

MSA removes conference registration fees in order to further support museums amid trying financial times, improving access to revenue generation education and wholesale buying opportunities.

GREENWOOD VILLAGE, Colo., August 12, 2025 –The Museum Store Association (MSA) has announced a new initiative aimed at supporting museum store professionals during a time of financial uncertainty. Beginning with MSA FORWARD 2026 in Philadelphia, individual MSA institution members receive free registration for the Annual Conference & Expo.

By removing the cost of registration, MSA aims to make it easier for institutional members to connect, learn, and do business, bringing back valuable insights and merchandise strategies to their organizations.

“We are incredibly proud to make this announcement,” said Colleen Higginbotham, Deputy Director for Visitor Experience, Chrysler Museum and President of the Museum Store Association. “This initiative is designed to address two key barriers our members face — reduced funding and the difficulty in getting approval to attend due to overall travel costs and ROI concerns. By removing the registration cost for buyers, we are ensuring that museum store professionals can continue to connect, learn, and thrive — even in the face of financial uncertainty.”