How They Stopped Doing That: SOCMA and a Struggling Event

How They Stopped Doing That: SOCMA and a Struggling Event

By: Karla Taylor

Faced with waning attendance at a once-popular program, one association used a litmus test to determine the future and explain the decision.

For years, the Society of Chemical Manufacturers and Affiliates (SOCMA) held a lunch to coincide with an industry event sponsored by another association, hosted in New York City. The March Luncheon drew a sizeable crowd and even a nominal profit of $5,000 to $10,000. But in the mid-2000s, the host association launched a competing event in the same time slot. The new event siphoned off SOCMA's attendance and caused its luncheon to lose $20,000 to $30,000 a year....