Scaling the Conference: New Phase of Growth
Organization — Ontario Association of Architects (OAA)
Context & Risk — OAA’s Annual Conference had reached a plateau in scale and impact, marked by:
Limited use of measurable metrics;
Constrained attendance and member reach;
Limited programming with a narrow range of speakers.
Solution — Operational and policy transformation to embed analytics-driven decision-making.
System Enablers (selected):
Established a curated speaker database to diversify expertise and scale programming;
Implemented per-session evaluations to generate actionable performance insights;
Formalized a call-for-proposals process to enable transparent, peer-driven content selection.
Outcome — Elevated the Annual Conference into a flagship professional development event, delivering:
Fourfold increase in attendance;
Clear strategic vision and long-term direction;
Strong, distinct voice and influence within the AEC community.
