The TRSA Annual Conference in September introduced a new concept in direct response to TRSA Associate members’ requests for an alternative to tabletop exhibits. The Executive Exchange facilitated a series of 12–15-minute meetings between operator and associate members. The new approach was a dramatic departure from previous Annual Conferences, and it drew skepticism regarding participation, incentives and costs. 
 
Participating operators and associate members ultimately viewed the Executive Exchange as a success, with 79% strongly recommending its continuation and another 19% recommending continuation with minor adjustments.
 
However, to achieve this outcome, we had to learn ...