Chamber Professionals Gather in Rocket City

Chamber communications and event professionals recently met in Huntsville, Alabama, for ACCE’s 2025 Events & Communications Conference. The three-day event provided practical ideas, fresh connections and renewed energy for chamber storytelling and marketing efforts.

Conference speakers covered topics such as elevating signature events, engaging online influencers and generating non-dues revenue through advertising opportunities.  Attendees also had the opportunity to explore what their peers are producing by reviewing marketing collateral from various chambers.

For Meg Senn, vice president of marketing and communications for the Columbia Chamber in South Carolina, and a first-time attendee of the conference, the event was a valuable investment. “I left with not only tangible action items I could use to strengthen our chamber’s communications and marketing work, but also with great relationships that I look forward to learning from in the future," said Senn.

Here are some highlights from the conference. Details for the 2026 Events & Communications Conference will be announced soon.

Event Strategy Workshop: Behind the Scenes

Our host, the Huntsville/Madison County Chamber presented a pre-conference workshop that gave attendees a behind-the-scenes look at the chamber’s Small Business Awards Gala. Diana Baccus, director, event management, and Claire Aiello, IOM, vice president, image development and communications, covered everything from event planning to marketing and content creation. Some of the ideas shared included hosting a red-carpet interview for attendees to post on social media during and following the event and printing small business winners on giant star stickers for a walk of fame at the event.

“It was fascinating to learn how another chamber runs a large-scale event like their Small Business Gala and the content strategies behind it,” said Emma Robb, content and marketing coordinator for the Springfield Area Chamber of Commerce in Missouri.

Keynote: Music as Economic Development

Matt Mandrella, music officer for the City of Huntsville, opened the conference with a keynote on how the city’s music initiatives are driving both cultural and economic growth. Mandrella explained how partnerships between city government, venues, artists and businesses can amplify the impact of cultural initiatives. Even small communities can start by identifying local talent and building simple programs, such as community concerts or artist showcases, that celebrate local culture and fuel economic activity.

Breakout Sessions: Creative and Practical Ideas

Influencer Media Day: The Conroe/Lake Conroe Chamber of Commerce in Texas shared how its influencer program and media day helped expand event visibility and public engagement. According to the Nashville Chamber team in attendance, they left the session inspired to collaborate with local influencers for future promotions.

Revenue-Generating Marketing: Lauren Roberts, marketing director for the Hampton Roads Chamber of Commerce in Virginia, outlined how her team turned communications channels into non-dues revenue streams. Tiered, members-only advertising in newsletters, websites and digital displays helped reframe communications as a growth tool rather than a cost.

Community Impact Day: Michigan West Coast Chamber of Commerce’s President and CEO Jodi Owczarski, CCE, IOM, and Hannah Bowen, the chamber’s program manager, shared how their Statewide Community Impact Day evolved from a leadership program into a statewide volunteer initiative and significant revenue generator. The chamber, a 2025 Chamber of the Year winner, generated over $100,000 in revenue from this program.

From Neighbor to Changemaker: Elevate Your Chamber’s Leadership Programming: Ian Fletcher, CCE, chief operating officer of the Greater Gainesville Chamber of Commerce in Florida, described how his chamber partnered with The Sawgrass Group Inc. to expand its leadership curriculum. The new 2.0 and 3.0 programs emphasize soft skills and emotional intelligence for alumni seeking continued growth.

Sponsor-Led Learning

The conference’s gold sponsor, Violet PR presented the value of earned media in driving member engagement and retention. “If their company gets positive visibility through your chamber, they won’t go anywhere,” said Nicole Marshall, vice president at Violet PR.

Silver sponsors GrowthZone and Livability shared tools and strategies to increase non-dues revenue, enhance event sponsorships and position chambers as media leaders in their regions.

Reflecting on the conference, Jacee Wesolowski, experience and communications manager at the South Bend Regional Chamber in Indiana, added how it reminded attendees that events and communications are about connection as much as content. “In our daily efforts to build community for our chamber members, it’s easy to forget that we, too, need a sense of community,” she said.