WASHINGTON, D.C. (January 6, 2025) – The New York Society of Association Executives (NYSAE), a nonprofit membership organization serving the association community, has officially rebranded as Metro New York Society of Association Executives (Metro NYSAE). The updated name and identity reaffirm the organization’s commitment to serving association professionals living or working in the Metro New York region, including Westchester, Long Island, southern Connecticut, and northern New Jersey, while embracing a forward-thinking approach to growth, sustainability, and inclusivity.
Founded in 1919, NYSAE has long been a cornerstone for association executives in Metro New York. The rebranding effort, undertaken in collaboration with Kellen, its association management company, represents a further step toward deepening our engagement with the association professionals in our region while maintaining its historic ties to the American Society of Association Executives (ASAE) and other state societies of association executives (SAEs). Metro NYSAE is a member of the Association Societies Alliance.
“Three years of feedback, learning, and listening have taken us to this point. Our new identity reflects the reality of today’s workforce and strengthens our commitment to serving association professionals across the tri-state area,” said Colleen Harper, CAE, Chair of Metro NYSAE and CEO of the Illuminating Engineering Society. “At the same time, we remain deeply aligned with ASAE and our fellow SAEs, recognizing the importance of collaboration within the broader association community.”
Future Directions Task Force: Shaping the Path Forward
The rebranding was spearheaded by NYSAE’s Future Directions Task Force, launched in September 2023 by Immediate Past Chairman Dr. Robert Spangler and current Chair, Colleen Harper, CAE. Task Force members included NYSAE leaders, nonmembers and stakeholders from across the region, who evaluated the long-term impact of post-COVID changes on association professionals in Metro New York.
“Our findings reaffirmed the importance of honoring our legacy and staying true to our roots in New York City, where NYSAE began over a century ago,” said Dr. Spangler, Assistant Executive Director of the New Jersey State Bar Association. “At the same time, we recognized that today’s association professionals live and work beyond city borders, including Connecticut and New Jersey. The rebranding allows us to embrace this broader Metro New York Community, while maintaining our strong foundation in the city. To support that, Metro NYSAE’s flagship event remains branded as Meet New York and is scheduled for February 27, 2025, at the Marriott Marquis.
“Our research revealed a shift in how associations operate, with many moving to hybrid or fully remote work models,” said Dr. Spangler. “This change underscored the need for NYSAE to better represent professionals working remotely in New Jersey and Connecticut, in addition to New York.”
Metro NYSAE has already added board members who live outside of New York City to reflect its expanded focus, including leaders from the American Pet Products Association, the New Jersey Dental Association, IAB, International Communication Association, and Finance Executives International.
Modernizing to Meet Member Needs
The Metro NYSAE rebrand represents a new, forward-looking era for the organization and reflects its commitment to better serving members and their evolving needs. With an expanded regional focus, Metro NYSAE serves as the primary resource for association professionals across New York, New Jersey, and Connecticut, creating a broader and more inclusive network. This expansion offers greater opportunities for collaboration, enhanced access to diverse perspectives, and more tailored resources to support professional growth. The rebranding process spanned 16 months and included input from more than 25 stakeholders. “Our goal was to create a modern, inclusive identity that resonates with today’s association professionals,” said Holly Munter Koenig, CEO & Executive Director of Metro NYSAE and Executive Vice President of Kellen. The new website, MetroNYSAE.org, now serves as the region’s central hub for association professional-focused resources, events, and engagement opportunities.
This transformation demonstrates Metro NYSAE’s dedication to helping members build stronger connections, grow their expertise, and lead confidently in a rapidly changing world, marking the beginning of many exciting developments for the community as the organization maintains and expands its historic role as both a leader and the primary resource for association professionals living and working in the region.
Looking Ahead: Education and Growth
In 2025, Metro NYSAE will continue its engagement with regional association professionals while expanding tailored educational offerings, with targeted outreach to association executives in northern New Jersey and southern Connecticut. Additionally, Metro NYSAE plans to engage students and young professionals from New York, New Jersey and Connecticut Universities and Colleges, promoting opportunities and careers in association management.
