LIVE! @ Lambeau

Starts:  Jul 12, 2022 12:30 PM (CT)
Ends:  Jul 13, 2022 11:45 AM (CT)
LIVE @ Lambeau Features the Very Best of Wisconsin

Nothing beats a Wisconsin summer. And nothing can compare to wisdom and comradery with the association community. Plan to be LIVE and in-person with us in Green Bay this summer for education and networking like we have never offered before. Connect with your WSAE colleagues and celebrate Wisconsin summer at our July 12-13 event, LIVE @ Lambeau.

We are working with the Green Bay Packers Event Department to create experiences throughout the Lambeau Field Campus, which offers a variety of unique meeting spaces, with some of them overlooking iconic Lambeau Field.

Meetings are more fun with colleagues and friends - Share your participation using our promotional toolkit!

Lambeau Field Stadium Tours

The Green Bay Packers Event Department is generously offering complimentary tours of Lambeau Field Stadium for registered attendees of Live @ Lambeau. Tours will run from 12:30 – 1:45 pm on Tuesday, July 12 before the program starts. 

You will get to see the sights and sounds of Lambeau Field, see the premium seating areas and experience the field level through the Player's Tunnel. Along the way, learn about the historic Green Bay Packer organization and stadium.

Sign up for this optional tour! 
Sign up for the tour separately when you register, if interested in participating!

pat_cavanaugh.png"We are excited to welcome WSAE to experience Lambeau Field and our surrounding campus in a very unique way. During the visit, you will enjoy our legendary meeting and event spaces, along with a Welcome Reception overlooking the vibrant Titletown District.  Looking forward to seeing you this summer for LIVE @ Lambeau!"

~Pat Cavanaugh, Lambeau Field Events Sales & Service Manager


The education committee is hard at work finalizing what will be 6 CAE credits worth of programming. Watch for updates as speakers and sessions are confirmed.
Get to know your presenters.


Tuesday, July 12

12:30 pm – 1:45 pm Optional Stadium Tours
1:45 pm – 2:15 pm Registration
2:15 pm – 3:15 pm

Opening Keynote: Building a Winning Culture
Mark Murphy
President & CEO, Green Bay Packers
Green Bay Packers President & CEO Mark Murphy will take the podium as our keynote presenter. Under Murphy’s leadership, the Packers continue its legacy as one of the NFL’s premier and most-loved franchises. Mark Murphy will share insights into cultivating a winning organizational culture in his talk, Building a Championship Organization.
3:15 pm – 3:30 pm Break
3:30 pm – 5:30 pm


3:30 - 4:30

Pricing and Value Strategy: Why Now is the Time to Change Your Pricing Strategy, and How to Do It

High-level overview
Dr. Michael Tatonetti, Pricing for Associations
If there's one thing most associations faced over the past two years, it's that a lack of a pricing and value strategy for your products and services leads to knee-jerk reactions when an emergency hits. The good news? Now is the perfect time to implement a pricing and value strategy. In this session, you will learn what components your strategy needs, where to start today, and how to continue your strategy with continuous improvement for years to come - emergency or not.

After this session, you'll be able to:

  • Analyze which components of a pricing and value strategy your organization is lacking
  • Develop a plan of action to initiate a proper pricing and value strategy
  • Execute an annual review for continuous improvement in value and pricing

4:30 - 5:30
Five Steps to Sell Your Value - How to Write Value Propositions

Dr. Michael Tatonetti, Pricing for Associations
How do you uncover the real value your products and programs provide? Join us as we share the 5 steps to uncover your association's value. If we're being honest, COVID-19 disrupted our association industry. Sure, many of us were on the path of digital transformation and rethinking our offerings, but we must develop our strategy, determine what we should even keep offering or sunset, and deeply analyze our product landscape to match what our members and sponsors need. With that comes the problem of value and pricing - how do we provide value and monetize what has been and what will be?

Join us as we share the 5 steps your team needs to walk through when deciding what to do with your products and pricing - and how to sell the value to your Board for buy-in. This 5-step process can be applied to sponsorship, membership, certification, education, in-person events, virtual events, or the next big thing your team will create.

Participants will learn:

  • The two types of value propositions you need to utilize
  • How to define your value propositions
  • How to conduct market research for value and pricing
  • Value-based sales and negotiation recommendations
5:30 pm – 7:00 pm Networking Reception


Wednesday, July 13

7:30 – 8:30 am Networking Breakfast
8:30 – 10:30 am

8:30 - 9:30
Growing on Purpose
Dave Molenda
Positive Polarity

Are you in a career funk? Are you tired of growing by mistake? Or worse yet, are you tired of not growing? In this fast-paced executive briefing, Dave will discuss 4 quick tips to help you Grow on Purpose. According to a LinkedIn survey, 73% of purpose-oriented members are satisfied with their jobs. How would you like to have 3 out of 4 of your team members satisfied?  Come and discover the connection between purpose and growth and how together, you can achieve things that you never dreamed of! Dave will:

  1. Discuss the barriers that keep you from your growth zone,
  2. Uncover ways to better understand yourself
  3. And teach you how to write goals that you can crush in the next 90 days.

9:30 - 10:30

Inclusive Leadership in Business Ethics and Decision Making
* Eligible for 1 Ethics CAE credit!
Sheng Lee Yang, MSW, LCSW
Us 2 Behavioral Health Care

Utilizing the ASAE core ethical standards, this course examines how one’s culture impacts decision-making in various settings. Leaders are constantly faced with complicated and difficult decisions that can result in ambiguous outcomes; this is ethically and morally confusing. Understanding cultural concepts such as collectivism and individualism enables leaders to bridge differences between themselves, their colleagues, and those they supervise. Participants will acquire a better understanding of ethical decision-making when cross-cultural conflicts occur, while also becoming aware of their own implicit biases and implications.

 The workshop will address these issues through a combination of interactive dialogue, focused discussion, applied-practice exercises, and small group work.

 Learning Objectives

  1. Identify various cultural perspectives and their strengths.
  2. Examine personal attitudes, values, and beliefs stemming from culture.
  3. Identify professional, moral, and ethical obligations within the respective workplace settings of participants.
  4. Introduce and utilize James Rest’s Four Components Model of ethical decision-making.
10:30 – 10:45 am Break
10:45 – 11:45 am


Closing Keynote: Purpose & Compassion at Work
John McHugh, Kwik Trip
Director of Corporate Communications, Leadership Development, and Training

You’ll be hard pressed to find a Wisconsinite that doesn’t love Kwik Trip. Believe it or not, Kwik Trip isn’t selling gas, Glazers or coffee. The reason why we keep coming back is Kwik Trip excels at its mission “to serve our customers and community more effectively than anyone else by treating our customers, coworkers, and suppliers as we, personally, would like to be treated and to make a difference in someone’s life.”

John McHugh, Director of Corporate Communications for Kwik Trip, shares how creating a mission driven culture with compassion and trust turns satisfied customers into loyal customers. His closing keynote presentation, Purpose and Compassion at Work, will ask: Regardless of your role, what are people, customers and business partners looking for in you? What is the workplace culture you have created with your team that leads to success? Creating a mission driven culture with compassion and trust turns satisfied customers into loyal customers. In addition, if the work we do is tied into a purpose beyond profits our job satisfaction increases substantially and employee turnover is reduced.

Join John McHugh as he explores the role you play in your organization’s success and how you can find the key people to help you achieve that greatness. His examples and stories are ones that you won’t forget.

We Look Forward to Having You Join Us!


"WSAE is preparing to welcome you in the best possible style: green and gold. WSAE has jimmied the calendar just a little bit to put our annual spring event smack dab in the summer sunshine. We’ve also picked one of the hottest meeting venues in Wisconsin: Lambeau Field!" 

~Jerry Deschane, CAE, 2022 WSAE Board Chair

Membership Type  Early  Late 
Member  $195 $245
Non-member  $250 $300
Student  $50 $50
One Day Registration  $150 $150
Online registration closes Friday, July 8. 2022.

Hotel Guest Rooms

Lodge Kohler
1950 South Ridge Road
Green Bay, WI
(920) 327-4604

A special room rate of $159.00 is being offered for WSAE attendees. Please reserve your room by Friday, July 1 to receive this rate.

Please call the toll free number at (855) 407-7346, reference the Reservation Code #166002 and state you are part of the WSAE Room Block. Or you can book online using code 166002.

Lodge Kohler is located in the heart of Title Town on the Lambeau Field Campus!

Hilton Garden Inn Green Bay
1015 Lombardi Ave
Green Bay, WI
(920) 405-0400

A special room rate of $110.00 is being offered for WSAE attendees. Please reserve your room by Monday, June 27 to receive this rate.

Please call (920) 405-0400 and identify yourself with the WSAE Group. Or you can book online.

The Hilton Garden Inn is located across the street from Lambeau Field.

CAE Credit 

CAE_approved_web_icon.jpgParticipation at this event is eligible for up to six (5 regular + 1 ethics) CAE credits:

  • Wednesday, July 12 sessions: 3 CAE credits available
  • Thursday, July 13 sessions: 3 CAE credits available


Thank You to Event Sponsors

Throw your support behind the team! A variety of unique sponsorship opportunities are available, and we are happy to customize support packages - Contact Chris for additional information!

Host Sponsors

 Packers_Events_Logo.jpg   Lodge_Kohler_Logo.png
Event SponsorsFirst_Business_Bank_Logo.png