Executive Exchange


WSAE 2020 Executive Exchange: An Association CEO Retreat

Join us for the WSAE 2020 Executive Exchange: An Association CEO Retreat, July 19-20, 2020, at the Osthoff Resort in Elkhart Lake. Designed specifically for an intimate group of association CEOs only, this retreat will focus on leadership and planning for the future and serve as a venue for sharing ideas with built-in time for roundtable discussions on current topics of interest. Maximum of 20 spots available. 

Having our first in-person meeting during the pandemic, we were placing the highest priority on making everyone feel comfortable, safe and healthy.  The staff at the Osthoff accomplished those goals.  We felt meetings and meals were all safe distanced.  The attention to detail with the individually served appetizers was a great touch.  We felt the property was constantly being cleaned and hand sanitizer was everywhere.  If we had apprehension coming in, we certainly didn’t have it when we left.  Great job by the Osthoff staff. 
~William Sepic,  President of Wisconsin Automobile & Truck Dealers Association

Schedule of Events


6:00 pm

CEO Dinner
Hosted by The Osthoff Resort


9:00-9:45 am

Breakfast and Networking

9:45-10:00 am 


10:00-11:00 am

Paul Farrow

Leading Through Crisis 
Paul Farrow, County Executive, Waukesha County

Paul will talk about what it takes to lead through a crisis and lead a discussion of our group.

Paul Farrow graduated from Waukesha County Technical College and Carroll University. He was elected to the Wisconsin State Assembly in 2010 and to the Wisconsin State Senate in December 2012. Farrow was elected as Waukesha County Executive in 2015 and re-elected in 2019.

In 2018, Farrow was appointed to the Intergovernmental Policy Advisory Committee (IGPAC), which advises the U.S. Trade Representative on trade policy matters that impact state and local governments.

In 2017, Farrow served as a contributing member for two of the White House’s 2017 Infrastructure Summits in Washington, D.C., along with other state and local officials from across the country.

As co-chair of the Milwaukee 7 Regional Economic Development Partnership (M7) Economic Advisory Council, Paul provides strategic direction for international economic development in the region. The M7 has leveraged regional partnerships to bring business such as Foxconn, HARIBO, Milwaukee Tool, and Colbert Packaging to Southeast Wisconsin.

Farrow recently led a group of private and public sector partners in establishing the Waukesha County Center for Growth, an economic development organization that serves as a one-stop shop for new and expanding businesses in Waukesha County. Farrow continues a family legacy of political action, as the son of the former Wisconsin Lt. Governor Margaret Farrow. Margaret Farrow was first woman to hold the Lieutenant Governorship in the state and served on many educational boards. Paul Farrow lives in Pewaukee, Wisconsin with his wife, Amy, and their two adult sons.

11:00 – 11:45 am

Bill Elliott, CAE

Marin Medema

Navigating the New World of Live Events
Bill Elliott, CAE, President & CEO, Wisconsin Hotel & Lodging Association
Marin Medema, CMP, Senior Sales Manager, The Osthoff Resort

As association CEOs we know the value of meeting in person and we are all anxious to get back to live events. However, our attendees may not be ready yet. What changes are hotels implementing to ensure attendee safety? When will things be up and running again? How do we, as association executives, let our attendees know that meetings are safe? What do the new force majeure clauses in contracts look like?

We’ll tackle these questions and more as we discuss the new and changing world of in person events.

11:45 am – 1:00 pm


1:00 – 1:45 pm

Tom Graybill
Tom Graybill




It’s a Virtual World
Tom Graybill, Vice President of Sales, Tri-Marq

When the pandemic hit and in person events were no longer possible, virtual events became the new normal. Associations scrambled to take their live events online and turned to Zoom and other online platforms. As virtual events continue, our knowledge of available platforms and ways to differentiate events and monetize them becomes more critical. Our need to bring trade shows virtual has also increased as the uncertainty of when we’ll be back to events as usual continues. 

Tom will share what clients are doing, different types of platforms, and ideas for engaging attendees.

We’ll discuss what our associations are doing and how hybrid events may be the wave of the future.

1:45-3:45 pm

CEO Café
We’ll wrap up the event with our CEO Café where you’ll hear how your peers have been handling the pandemic. We’ll have an open and confidential discussion on a variety of timely topics.

3:45-4:00 pm


The Osthoff  Resort
101 Osthoff Ave.
Elkhart Lake, WI

A block of rooms has been reserved at The Osthoff Resort for our attendees. The room rate is $129.00. Reservations can be made by calling 1-800-876-3399. To ensure the $129 room rate, please identify yourself as an attendee of the WSAE Executive Exchange. The reservation must be guaranteed and accompanied by a non-refundable first night room deposit.

For information on how The Ostoff Resort is keeping guests safe during COVID-19, please click here.


Register Today!

Early registration deadline is Friday, July 10. Register early and save!

Association CEOs Only 










*Non-member registration fee includes WSAE membership through 12/31/2020.

Confirmed registrations must be canceled in writing by Friday, July 10 to receive a full refund, less a $50 cancellation charge. No refunds shall be made for cancellations after July 10. Substitutions are allowed.



This activity is worth 4.5 CAE credits.