“What we have found,” Torres said, “is that our sponsors are

looking to us to be more of an agency to them. We’re becoming more and more like a consultant to them.” NCBA has witnessed a steady increase in sponsorship over the years. “Their demand for ROI is higher, and their demand for creative solutions for what they’re trying to do is higher as well,” Torres said. “So, when we go into a city, we key it up with the bureau and usually our conven- tion center contacts, and say, ‘We need as many unique things that you’ve seen done.’” In 2014, NCBA will return to Nashville for its 116th convention

— and more Southern-inspired fun. “The goal that we aspire to is to create a once-in-a-lifetime experience every day for our attendees,” Torres said. “And so we take that attitude when we’re looking at everything that we do.”

. — Sarah Beauchamp For more information: beefusa.org/ncbatradeshow.aspx

Meat of the Meeting More than 6,200 cattle producers come out each year to the NCBA Trade Show to check out the latest in farming equipment and the finest livestock, and to reconnect with old friends.

PCMA.ORG JULY 2013 PCMA CONVENE 59