New MSAE Director Named, Statewide Conference Draws Business Leaders

The Michigan Society of Association Executives announced on December 3 that Brittany Shideler will serve as Director of Membership and Business Development, with her appointment taking effect on December 7, 2025. The organization highlighted Shideler's experience in membership growth, business development and volunteer coordination. The announcement coincided with MSAE's annual conference MSAE25, which is being hosted at the Grand Traverse Resort and Spa in Traverse City from December 8 through December 10, 2025 and is now underway.

For Grand Traverse County the timing of the appointment and the conference is significant. The conference assembles association leaders from across the state, bringing a concentrated flow of business to meeting venues, local eateries and lodging providers during early December. That inflow supports jobs in hospitality, provides short term revenue for small businesses that cater to conference traffic and gives local meeting planners and service providers a chance to network with statewide buyers.

Shideler's portfolio includes member recruitment and volunteer coordination, roles that intersect directly with the needs of local organizations that host or supply conferences. Her new position will link MSAE membership development to business development strategies that can spotlight Traverse City as a repeat meeting destination. For local suppliers of audio visual services, catering, transportation and event staffing, sustained relationships with association executives translate into follow on contracts beyond the dates of any single conference.

The presence of a statewide association in Traverse City also has policy implications for county economic development efforts. Events that fill hotel rooms and generate restaurant sales in shoulder months present an opportunity to smooth seasonal employment cycles and broaden the tax base. Local officials and the tourism industry can use the visibility of MSAE25 to market the region for midweek conferences and continuing education gatherings that support year round demand.

MSAE's conference runs through December 10, and Shideler will take up her duties following the effective December 7 start date. The combined personnel move and statewide gathering underscores Traverse City's role as a regional hub for association business and for the economic activity that accompanies professional meetings.