How the American Volleyball Coaches Association Made its Convention a Must-attend Event

The American Volleyball Coaches Association spiked its annual meeting attendance 56 percent in the past three years through a thorough understanding of its marketplace.

Kathy DeBoer calls it the big-tent strategy. It's the broad principle that has helped her association, the American Volleyball Coaches Association, experience a 56 percent spike in attendance in the past three years, including a jump of nearly 20 percent in 2009.

“Anybody who is even mildly interested in the sport of volleyball, we want to give them a reason to come to our annual convention,” says DeBoer, executive director at AVCA. “We try to offer somethi

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