From access to return.

Piedmont Regional Chamber. Karen Whitfield, VP of Membership. 620 member firms, 61 percent annual renewal.

620 member firms. Thirty nine percent do not come back.

Member firms join for access. Access means introductions, visibility, and a seat in the room. When access does not convert into revenue, the invoice arrives and the value is hard to name. Programming is measured in event attendance, which is a cost center metric, and the firms most likely to leave are the ones who never show up to anything.