ASAE will rename the conference center at its headquarters the J.W. Marriott Jr.-ASAE Conference Center. The renaming will take place at a ceremony later this fall.
The new name came about for two reasons: first, it is part of the agreement ASAE created when it named Marriott a strategic partner last month, the only hospitality group at that level of partnership. This is the only unique aspect of the agreement, ASAE CEO John Graham IV, CAE, said, noting the rest of the agreement is on par with other strategic partnerships.
Second, ASAE is attempting to honor an obligation to Marriott International and the Marriott Foundation to name a facility after Marriott. Two years ago, ASAE shuttered the former Marriott Learning Complex in the Reagan Building in Washington because of rising operating costs and diminishing revenue from rentals.
The association obtained the complex when ASAE and the former Greater Washington Society of Association Executives merged. Marriott and GWSAE had an agreement to name the former complex after Marriott for at least the duration of the old lease, which was through 2015, Graham said. At that time, the Marriotts asked ASAE what it intended to do with naming a facility.
The Marriotts now have naming rights of the current ASAE meeting space through the new agreement with ASAE, which expires in 2016.
"We expect a long-term contract, so we don't expect there to be an issue. We will do whatever is the right thing to do," Graham said.
As an ASAE strategic partner, Marriott will have other opportunities that are available to all other partners at that level, Graham said, including advertising opportunities, exhibit space, and opportunities to contribute to the ASAE Foundation. Also, ASAE will be able to select meeting space from Marriott hotels, he said. Details: www.asaecenter.org.