By: Lawrence J “Skip” Avery CCM, CCE,
CMAA Fellow, Past President 2012
Director of Club Development
Stone Group Architects
As I prepare for my return to Anaheim for the 2026 CMAA World Conference and Club Business Expo this February 17-21, I find myself drawn to this year’s theme: “Plant seeds for your future success.” After nearly four decades in this industry, I can tell you that few metaphors better capture what Conference truly offers.
Whether you’re a club manager, department head, assistant manager, student, or any other club professional attending your first Conference or your fortieth, the question remains: How do you cultivate this opportunity to yield the most excellent harvest for your club and your career? As I regularly say, sharing knowledge is essential to our success as club professionals and as an industry. Conference embodies this principle better than any other event on our calendar.
Learning from Diverse Voices
I’m particularly excited about this year’s speakers. Vernice “FlyGirl” Armour, the first African American female combat pilot, will share insights on trailblazing leadership that directly apply to our industry’s constant evolution. Elizabeth Dixon brings 20 years of leadership experience at Chick-fil-A. If you’ve studied what makes that company exceptional at customer experience and culture-building, you know her session at the Awards Breakfast will be invaluable. And the closing session with Zack Kass, former Head of Go-To-Market at OpenAI, couldn’t be more timely—he’ll address how emerging technology can enhance rather than replace the human touch that defines hospitality.
These aren’t just motivational speakers—and they’re just a sampling of the exceptional lineup. Throughout the week, you’ll hear from practitioners who’ve built and led organizations through real challenges, bringing actionable insights we can apply in our clubs.
Plan Your Days, But Leave Room for Serendipity
With 65 concurrent education sessions, six general sessions, and optional workshops, you could spend hours trying to build the perfect schedule. The conference app is available now, so map out your days across the Pre-Certification, Post-Certification, and Executive tracks based on where you are on your journey.
But here’s what four decades have taught me: some of the most valuable learning happens in conversations you didn’t plan for. I’ve had breakthrough insights standing in the hallway between sessions or sitting with someone new at lunch who happened to mention a solution to a problem I’d been wrestling with for months. Build intentionality into your schedule, but leave room for those spontaneous moments that often deliver precisely what you need.
Mine the Idea Fair and Navigate the Expo Strategically
The Idea Fair remains one of the conference’s hidden treasures. Walk through deliberately, and you’ll find club-tested concepts across every operational area—events that worked, programs that engaged members, initiatives that saved money or improved culture. These aren’t consultants’ theories; they’re proven ideas from fellow professionals who faced challenges similar to yours. I’ve never left a conference without finding at least two concepts I could adapt and implement immediately.
The Club Business Expo deserves the same strategic approach. More than 300 companies will showcase their products and services on February 19-20, and you can’t possibly see them all meaningfully. Before you leave for Anaheim, identify the vendors who can address your immediate operational needs—those solutions you’ll implement this spring. Visit them first. Then explore companies that represent emerging trends to help you stay ahead of member expectations. The new CMAA Happiness Hour on Thursday afternoon creates the perfect environment for these conversations to go deeper than a quick booth visit.
The Power of the Palest Ink
Confucius said, “The palest ink is better than the best memory.” Here’s advice I wish I’d followed more diligently early in my career: take comprehensive notes throughout every session, conversation, and unexpected insight. When you return home, write a detailed report for your board and team summarizing what you learned and how it applies to your club.
This practice serves multiple purposes beyond just remembering what you heard. You learn and retain information better when you process it through teaching others. It demonstrates return on investment to the people who approved your attendance. And—this is where netgiving comes full circle—sharing what you learned extends the conference’s impact far beyond those who attended. Your board members, department heads, and team members benefit from insights they wouldn’t have experienced directly. That’s netgiving in action: multiplying the value of knowledge by passing it forward.
Show Up for the Social Events
The Welcome Reception, Friday evening’s Networking Event, and informal gatherings aren’t just nice additions to the schedule; they’re where the real magic happens. Over the past forty years, I’ve learned that conversations over dinner are often more valuable than morning education sessions. This is where you discover the manager who solved the exact challenge that’s keeping you awake tonight six months ago. For students, these events aren’t just networking opportunities; they’re where you meet the general managers and department heads who might hire you or mentor you through the early years of your career.
Don’t treat these as optional. Show up, be present, and be genuinely interested in the people you meet.
Embrace Netgiving Over Networking
Years ago, speaker DJ Harrington handed out small glass stones with a message I’ve never forgotten: “With this stone, this CMAA stone, remember you are never alone.” That simple gesture captured what Conference—and CMAA itself—truly represents.
My friend Tommy Spaulding, the well-known author, was a keynote speaker at the 2013 National Conference in San Diego, which I hosted as CMAA President. Tommy’s message about the power of netgiving over networking, which he explores in his book It’s Not Just Who You Know, has stayed with me ever since. Approach every interaction asking “How can I help?” rather than “What can I gain?” Share your failures as openly as your successes. When someone asks about a challenge you’ve overcome, give them the complete playbook, not just the highlights. This spirit of netgiving transforms a professional conference into something that feels remarkably like a family reunion.
Come Home Rejuvenated
For me, the World Conference has always served a purpose beyond professional development. It’s where I reconnect with the passion that drew me to this industry, affirm practices I’d started to question, and learn approaches I hadn’t considered. You’ll return with new ideas to implement, but perhaps more importantly, you’ll come home with renewed perspective and energy for the work ahead.
This February in California, plan to see old friends and make new ones. Attend sessions that challenge your thinking. Walk the Expo floor with purpose. Take notes on everything. Share generously in every conversation. The seeds you plant in Anaheim will yield a harvest that benefits your club, your career, and our entire industry.
I’ll see you there. Stop by booth 863 to visit Stone Group Architects; that’s where you’ll find me.
Let’s make your conference count.