Reimagining Global Events: Insights from Sharon Armogan-Aguayo, Member Engagement Manager at WTCA
The World Trade Centers Association (WTCA) is no stranger to the dynamic world of global trade and commerce. The WTCA is the only association with exclusive rights to license ‘World Trade Center’ and its ‘WTC’ brands to real estate developers, businesses and communities worldwide and plays a pivotal role in connecting businesses in nearly 100 countries helping to promote trade and investment opportunities for commercial property developers, economic development agencies and international businesses looking to connect globally and prosper locally.
Sharon Armogan-Aguayo, Member Engagement Manager at WTCA, recently shared with The Association 100 how the organization has reimagined the GBF to enhance its impact and provide greater value to its members. With a focus on member engagement, cultural integration, and innovative programming, Sharon’s insights offer valuable lessons for association professionals striving to elevate their events and member experiences.
The Evolution of the Global Business Forum
The GBF is a traveling event, hosted annually by a different WTCA Member city. Recent forums have included vibrant locations such as Accra, Ghana, Bangaluru, India, and the upcoming 2025 event in Marseille, France, hosted by WTC Marseille Provence. Sharon explained that the event’s reimagining was driven by a desire to redefine success for the association and its members.
“We asked ourselves, what does success look like for us as an organization?” she shared. The WTCA’s goals were clear: dynamic programming, strong member participation, high levels of engagement, a platform to highlight the unique character of the host city, and a compelling reason for members to bring their delegations to the event. Achieving these goals required a thoughtful overhaul of the event’s structure and content.
Elevating Engagement
A cornerstone of the GBF’s transformation is the opportunity to Explore, Connect & Experience. Participants can explore global markets and trends while gaining exclusive insights and actionable skills from top global experts and business leaders. Strategic B2B Matchmaking connects attendees directly with potential business partners and investors worldwide.
Having the GBF in a different city each year allows attendees to experience local culture and landmarks alongside business activities, from guided tours such as architectural marvels, historical sites, to sampling the local cuisine.
The introduction of six key tracks—Evolving Trends and Growth, Innovation and Technology, Sustainability and Resiliency, The World Trade Center Connection, Diverse Voices, and Local Arts and Culture—ensures the programming appeals to both international and local audiences. These tracks blend high-level insights with targeted experiences, making the GBF a seamless intersection of culture and commerce.
Innovative Member Engagement Strategies
As Member Engagement Manager, Sharon plays a vital role in fostering connections and enhancing the value proposition for WTCA members. Standout initiatives such as speaking opportunities for Members, enhanced GBF Weekly Digest eblasts, webinars, and the ‘Know Before You Go’ toolkit create a seamless and enriching experience for event attendees. This thoughtful approach ensures attendees feel prepared and connected even before they arrive.
Early promotion and incentivized registration have also proven effective in driving attendance. Offering opportunities to connect with B2B matches prior to arriving in Marseille, in addition to onsite leisure and networking activities, adds significant value and creates a well-rounded experience for participants. Sharon emphasized the importance of creating diverse networking opportunities to ensure they are relevant and foster meaningful connections. For Members promoting the GBF to their business networks, ready-to-use templates effectively highlight the event’s unique advantages and global opportunities, inspiring greater participation.
Success Stories That Inspire
The GBF has consistently delivered tangible results for its participants. Sharon highlighted a particularly compelling success story from a previous GBF held in Accra, Ghana. A business partner from World Trade Center Delaware attended the event and, within two days of returning home, secured his first international sale. This achievement marked the beginning of a larger partnership in another country, made possible by the connections established at the GBF.
These outcomes underscore the GBF’s ability to facilitate meaningful business opportunities that might not have been possible otherwise. ‘The WTCA was instrumental in helping small businesses take a global look at their capacity,’ said Mohamed Cisse, CEO of Tungsten Global Consulting, Inc., showcasing the impact of the GBF on both individual and organizational growth.
Looking Ahead: Balancing Local and Global Perspectives
The WTCA recognizes the importance of balancing local and global elements to create a truly impactful event. By showcasing the arts and culture of host cities, the GBF fosters a deeper connection to the local community and provides attendees with a unique, immersive experience. Initiatives like art galleries, local business tours, excursions and the closing Gala, highlight the city’s character while creating a relaxed environment for networking and relationship-building. Additionally, carefully curated programming content—spanning innovation, sustainability, and global business trends—ensures that participants gain valuable insights and actionable strategies to support their professional growth and organizational goals.
This balance is central to WTCA’s broader mission, which Sharon described as symbolizing Commerce, Community, and Connection, the 3 C’s. “Trade is foundational, it’s the bridge building that accelerates business growth,” she said. The GBF embodies this mission, serving as a platform for members to forge meaningful connections and drive global trade.
Lessons for Association Professionals
Sharon Armogan-Aguayo’s approach to reimagining the GBF offers actionable insights for associations looking to elevate their events:
- Define Success: Start by identifying clear goals for your event and ensuring all programming aligns with these objectives.
- Curate Diverse Tracks: Develop content tracks that cater to different audience segments while addressing overarching industry trends.
- Prioritize Member Experience: Thoughtful touches such as enhanced programming, detailed toolkits and personalized matchmaking can significantly enhance engagement.
- Integrate Culture: Incorporate local elements to foster deeper connections and provide attendees with a memorable experience.
By focusing on these strategies, associations can create events that not only deliver value but also leave a lasting impact on their members and communities.
The WTCA’s reimagined GBF is a shining example of how associations can adapt and innovate to meet the evolving needs of their members. With a focus on engagement, programming, cultural appreciation, and business opportunities, the Member Services team at the WTCA are setting a new standard for global events.
