Dear Jenny,

We hope this email finds you well as you prepare for the upcoming conference and continue your vital work. We’re reaching out to share an important update.

As many of you know, APAP launched a Sustainability Planning Process a year ago, seeking input from you and meeting with a Sustainability Planning Committee, composed primarily of APAP members. The feedback process was extensive, involving 1,025 survey respondents, 57 virtual interview and focus group participants, and more than 200 in-person engagements on site at the conference.

Today, I want to share with you the next milestone in this process and the roadmap that will guide our future over the next five years: The APAP Sustainability Plan.

APAP’s Roadmap for the Future. From now until June 2029, APAP will follow a clear roadmap to ensure the organization remains strong, resilient, and prepared for the challenges and opportunities ahead. While this plan will support APAP’s long-term sustainability, it is not a shift in our mission. And we have zero plans to veer away from what you value most, our annual conference.

Instead, the Sustainability Plan is focused on strengthening our core operations, so that APAP is best positioned to support you with the critical information and services you need to thrive in the North American presenting, booking and touring industry, now and into the future.

Our Four Main Goals:

1. Operational Infrastructure: Strengthening our systems and processes for efficiency and growth.
2. Identity and Positioning: Ensuring that how we communicate who we are aligns with our values and mission.
3. Value Proposition: Refining the services and benefits we offer to meet your evolving needs.
4. Revenue Model: Exploring and implementing sustainable revenue strategies to support our work.

You can learn more about these goals here.

What Does Sustainability Mean? Sustainability means ensuring that APAP remains stable and effective as a membership service organization, so we can continue to support you with energy and focus in this vastly complex business environment.

Reflecting on the Past, Building for the Future. The past few years have been challenging for all of us. We’ve weathered difficult times together, and we have adapted and grown. The APAP Sustainability Plan builds on what we’ve learned and sets the stage for a bright future. As we look ahead, we’re deeply committed to serving you.

APAP members shared their ideas with our consultants at APAP|NYC 2024.

A Plan Informed by You. Your insights have shaped this plan. You’ve been telling us what you need, and we’ve listened. The plan has been informed by a participatory process that reflects the lived experiences of our members, the lifeblood of this organization.

While we will continue to take in your feedback, we want you to know your top two priorities are clear: 1) the centrality of the conference to your work and 2) the value proposition of APAP. In APAP’s drive toward sustainability, nothing will steer our compass away from these directives.

We’re Here for You. As we move forward, you can count on regular updates about our progress and what it means for you. We are committed to giving you an “inside view” and keeping you informed.

Supporting Staff, Supporting You. We believe that to meet the milestones of the next five years, we must also take care of our staff in order to serve you well. APAP is committed to ensuring that our team is supported with the necessary resources and with a focus on well-being and work-life balance—values we and others aim to model for the industry.

For this reason, this process includes a purposeful pause for the full-time APAP staff to rest and reset, so we can move forward with the renewed energy, clarity, and focus we need to implement the Plan and serve you better. This pause will happen from February 3-28, 2025, at which time the staff will be on recess. Rest assured, we are putting systems in place to maintain essential services and ensure continuity during this pause.

In year one, we will focus on building capacity and infrastructure. Learn more about the implementation and timeline.

Looking Ahead. We are excited to get started on this path to our future. We are confident that this Sustainability Plan will allow us to respond effectively to your needs and ensure that APAP remains a vital part of the sector for many years to come.

Lastly, An Invitation. We want to take the time to connect with you to discuss the Sustainability Plan, more specifically, the months ahead, and to answer your questions. You are invited to join us for a special edition of “Real Talk in Real Time” on November 20 from 4:00-5:15 p.m. (EST). Please join us. RSVP here.

Thank you for your continued participation and support. 

Sincerely,

Lisa Richards Toney

President and CEO, APAP

Christopher Heacox

Board Chair, APAP