2020 AMC Retreat 

Tuesday, July 14
The Linden Row Inn
Richmond, VA

The AMC Retreat is a one-day event designed for AMC owners, principles, senior leaders, and other staff focused on growing their AMC. This retreat will give participants the tools to implement a comprehensive business development strategy to increase value to its clients. See below for a look at what the 2019 AMC Retreat offered.

Registration Opens May 2020

2019 AMC Retreat

The AMC Retreat is a one-day event designed for AMC owners, principles, senior leaders, and other staff focused on growing their AMC. This retreat will give participants the tools to implement a comprehensive business development strategy to increase value to its clients. This year’s AMC Retreat is being hosted by Embassy Suites Richmond. This newly renovated, all-suite property in Richmond’s West End is the perfect location in the heart of the region. 


This retreat is limited to AMC owners, staff, and sponsors. 6 CAE Hours.




(By June 15)


(After June 15)

VSAE Members

$60 $85


$110 $135


Refund Policy

Cancel by Friday, June 7 - 75% refunded.
Cancel by Friday, June 21 - 50% refunded.
Cancel after Friday, June 21 - no refund.

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Monday, July 8

7:00 – 9:00 p.m.  Optional Dinner
Shagbark, 4901 Libbie Mill E Blvd. #175, Richmond, VA 23230
Email Sonnia at [email protected] to RSVP

Tuesday, July 9

9:00 – 10:30 a.m.  Legal Issues Impacting AMCs
Blake Hegeman, Attorney, KaneJeffries, LLP, Legal Counsel to VSAE
From a legal perspective, associations today are facing critical risks that affect all aspects of their organization. By considering potential pitfalls or events before they happen and having a risk management plan in place, you can save money and protect your organization’s future. Hear from an association attorney about managing your organization’s exposure. This session will highlight areas associations must focus on and will provide suggestions they can implement immediately on topics such as the value of a fiduciary pledge, employee fraud and embezzlement, social media risk, online copyright infringement claims, and antitrust liability.

10:45 a.m. – 12:15 p.m.  Social Selling: Is Your AMC Promoting Your Talents as a Key Value?
Sara Meier, CAE, MCI USA  
The Social Selling Index (SSI) has been an important tool for professionals who want to go beyond social selling activities and measure how those individual efforts add up. The better our SSI is, the more we’ll be able to sell ourselves and our products. We will explore ways that AMC leaders can encourage their staff to promote their work, engagement and passion for associations via social media, leading to higher exposure of the model and your company’s partnerships.

12:15 – 1:15 p.m.  Networking Luncheon

1:15 – 2:45 p.m.  The Situation Room: Solutions to Your AMCs Greatest Challenges 
Group Work Session led by Gail Phillips, CAE, Organization Management Group
What is the greatest challenge your AMC is facing right now? Managing client expectations? Scope creep? Time management? Staff vs. volunteer roles? Attendees are invited to bring their real-life problems affecting their AMCs today. The group will provide an outside perspective and advise on a solution. Bring your greatest challenges and get help developing an action plan to create immediate change. 

3:00 – 4:30 p.m.  Make the Investment in Your Future: All About AMCI and Opportunities for Growth
Erin Carter, AMC Institute
The AMC Institute Associate Executive Director will touch on the benefits of membership including a sampling of research proof points currently available and future focused initiatives.  Discover the AMCI Accreditation Program and how it could be beneficial in helping you grow your business. 

4:30 – 5:30 p.m.  Networking Reception

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Content Leaders


Blake Hegeman
Attorney at Law | Kane Jeffries, LLP

Blake has over a decade of experience practicing real estate, administrative and association law. As an attorney with Virginia Realtors® (formerly the Virginia Association of Realtors®), Blake answered thousands of risk management questions from members; drafted association form contracts; annually taught over 40 real estate law sessions to Realtors® statewide; wrote a popular column for VR’s magazineand filmed legal videos that were sent to all VR members.

Blake was re-elected in 2018 by other real estate attorneys to serve his second three-year term on the 12-member Board of Governors of the Virginia State Bar’s Real Property Section and is Co-Chair of the Ethics Committee. Blake graduated Phi Beta Kappa from Virginia Tech and attended the University of Richmond School of Law. His practice areas include real estate, administrative and association law.

Sara Meier, CAE
Senior Vice President, Credentialing, Standards & Professional Development, Association Management & Consulting | MCI USA

Sara Meier joined MCI USA in 2006 with a background in program management, nonprofit resource and strategic plan development and serves as the Senior Vice President of Credentialing & Learning Solutions. In this capacity, Meier works with organizations to determine performance objectives for learning management systems and credentialing programs and assess how structure, content, delivery and metrics can align with company objectives.

Meier also serves as the Executive Director for MCI USA client, ARIAS•U.S., overseeing all aspects of the organization’s operations and strategic initiatives. Meier received her undergraduate degree in psychology with a certificate in personnel administration from the University of Rochester and received her graduate degree in early childhood and policy administration from the University of Pennsylvania. She obtained the Certified Association Executive (CAE) designation from the American Society of Association Executives (ASAE) in 2009. An active member of ASAE, she is currently the Chair of the AMC Section Council.

Gail Phillips, CAE
Senior Vice President of Association Management | Organization Management Group

Gail has 35 years of association management experience. Gail has led many organizations she has managed to increase their bottom line through efficiencies and enabled the volunteers to free up their time to be more productive and work on strategic issues within their organizations. She also oversees the association management side of the company while working with the other executive directors to assist all of OMG’s clients. Gail graduated from Radford University with a Bachelor of Science degree in merchandising and a minor in general business. She has completed numerous certificate programs in association management, marketing, code of ethics, professional standards and association structures. She serves on the Board of Directors for the Virginia Society of Association Executives and also is a member of the American Society of Association Executives. Gail fills her free time by spending it with family and, in the summer, hanging around the pool with neighbors. She also enjoys shopping and the time she spends in the Outer Banks of North Carolina.


Erin Carter
Associate Executive Director | AMC Institute

Erin Carter joined the AMC Institute in October 2015 as the Associate Executive Director. Erin joined AMCI from the Institute of Food Technologists (IFT) where she served as the Senior Program Manager. In her nearly eight years with IFT, Erin worked closely with IFT’s 53 regional sections and subsections on governance, events, membership initiatives and volunteer engagement. In addition she managed the day-to-day operations and marketing of the IFT Career Center. During her tenure, Erin was the staff liaison/staff participant for a number of IFT’s committees and task forces. Erin has over 25 years of experience in association and hospitality management. Before joining IFT in 2008, she was the Director of Revenue Management for the Hamilton Hotel in Washington, DC. From 1998-2006, she was the regional sales system administrator for Fairmont Hotels & Resorts and served as a member of their transition team. She played an integral role in opening the Fairmont Mayakoba Riviera Maya in Playa del Carmen, Mexico. Erin started her career with the Petroleum Marketers Association of America (PMAA) as the receptionist but quickly moved up the ranks to Director of Meetings. Erin is a member of the American Society of Association Executives (ASAE). She has an Associate’s Degree from Northern Virginia Community College and studied Organizational Management at George Mason University.

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 Embassy Suites Richmond
2925 Emerywood Parkway, Richmond, VA 23294
(804) 672-8585 

For room reservations please contact Embassy Suites Richmond at (804) 672-8585 and indicate that you are part of the VSAE 2019 AMC Retreat block. Or you may use this link to book your reservation - http://group.embassysuites.com/2019AMCRetreatThe cutoff date is Monday, June 24, 2019. Room rate: $139 (plus taxes) for Monday night, July 8 or Tuesday night, July 9.

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Registration Opens May 2020