Customers / Massachusetts Municipal Association
Customer story
MMA modernizes exhibitor management after a key staff retirement
How the Massachusetts Municipal Association moved 250+ exhibitors and 20+ sponsors from paper forms and spreadsheets to self-service, in the middle of a major team transition.
250+
Exhibitors, now self-service
20+
Sponsors managed in one system
6
Capabilities implemented
2027
Next event already in motion
The challenge
Transitioning after a longtime staff retirement while modernizing exhibitor management built on paper forms and institutional knowledge.
The solution
Exhibitor registration, interactive floor plan, sponsor management, booth staff registration, and Stripe payments in one platform.
The outcome
Centralized self-service exhibitor management with significantly reduced administrative workload for a newly restructured team.
Customer profile
A statewide association with a major annual trade show
The Massachusetts Municipal Association (MMA) is a statewide organization serving local government officials across Massachusetts. Each year, MMA hosts a large annual conference and trade show featuring more than 250 exhibitors and approximately 20 sponsors.
The event requires coordination of exhibitor registration, sponsorship fulfillment, booth selection, badge management, and exhibitor communications across a wide range of participating organizations.
At a glance
- Organization
- Massachusetts Municipal Association
- Industry
- Association
- Annual event
- MMA Annual Conference & Trade Show
- Exhibitors
- 250+
- Sponsors
- 20+
- ExpoGenie products
- Registration, Floor Plan, Sponsors, Booth Staff, Stripe Payments
A look inside the MMA Annual Meeting & Trade Show
MMA Annual Meeting & Trade Show · 250+ exhibitors managed self-service
The challenge
Decades of know-how walked out the door
For years, many of MMA’s exhibitor and sponsor management processes relied heavily on manual workflows and institutional knowledge held by a single staff member. When she retired after decades in the role, MMA had to rebuild event operations while onboarding a new team and preserving a positive exhibitor experience.
Exhibitor information collected through paper forms, spreadsheets, and email correspondence
No self-service registration or booth selection process
Sponsor onboarding managed entirely through one-on-one staff interactions
Manual badge list preparation before the conference
Shared exhibitor logins that created complications for organizations with multiple contacts
Limited documentation of existing workflows and processes
We had exhibitors who were used to working just one-on-one with one staff member here for 20 years, and then she retired in May, so this was a big change for all of us.
Katie McCueDeputy Executive Director, Massachusetts Municipal Association
The solution
One platform for the whole exhibitor lifecycle
MMA expanded its use of ExpoGenie from floor plan management to a comprehensive exhibitor management platform, providing a centralized system for registration, payments, exhibitor communications, fulfillment, and booth management.
Self-service exhibitor registration
Exhibitors register online, select packages, and purchase exhibit space through a guided workflow with configurable pricing and eligibility rules.
Interactive floor plan
A live floor plan provides real-time booth availability, reserved inventory management, and package-based purchasing controls.
Stripe payment processing
Exhibitors pay online by credit card or request invoicing for check payments, providing flexibility while reducing administrative effort.
Exhibitor task management
The platform collects logos, website URLs, booth staff registrations, and other required materials through a centralized task portal.
Booth staff registration
Exhibitors submit staff information directly through the portal, creating accurate and up-to-date badge lists before the event.
Sponsor management tools
Staff create sponsor accounts, assign sponsorship levels, issue invoices, and manage fulfillment requirements from a single system.
The impact
A smooth transition, and a lighter workload
Successfully navigated a major staff transition
A repeatable, centralized process reduced dependence on institutional knowledge and allowed a newly restructured team to manage the event with confidence.
Improved badge accuracy
Booth staff registration workflows produced a clean, verified badge list ahead of the conference, reducing last-minute corrections and onsite issues.
Reduced administrative workload
More than 250 exhibitors registered, selected booths, submitted materials, and managed their participation through self-service, significantly reducing manual coordination.
Positive exhibitor adoption
Exhibitors adapted quickly to the new process, with post-event feedback indicating strong satisfaction and ease of use compared to prior paper-based workflows.
Faster team onboarding
New staff learned and operated the platform without years of historical event knowledge, helping MMA maintain continuity through a major organizational transition.
Results at a glance
- Major staff transition navigated without disruption
- 250+ exhibitors registered and managed self-service
- Verified badge lists ready before the conference
- Reduced administrative workload through self-service registration and fulfillment
- Positive exhibitor feedback on ease of use
- New team members ran event operations without extensive historical knowledge
Overall, it was very, very positive. Very easy to use on the staff side as well.
Amanda BrangwynneDatabase Administrator, Massachusetts Municipal Association
Looking ahead
Preparing the next generation of the event
MMA is preparing for its 2027 event using ExpoGenie’s next-generation platform, which will provide multi-contact exhibitor accounts, enhanced reporting, improved performance, and more flexible pricing controls.
The organization is also exploring expanded self-service sponsorship workflows and phased exhibitor launches that provide early access to returning exhibitors before opening registration to the broader community.
Keep exploring
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