Excursions, Networking & Fun!

On tap: Fresh Connections and Local Experiences in Beautiful Grand Rapids!

LOCATION REGISTER AGENDA program Sponsors EXCURSIONS CONT ED

Experience Innovation, Inspire Engagement!

Experience Grand Rapids curated three complimentary excursions for MSAE26 attendees—each thoughtfully crafted to bring our theme, 'On Tap for Future: Crafting What’s Next!', to life through Grand Rapids’ creativity, culture, and local flavor.

From Beer City USA’s renowned craft beverage scene to hands-on experiences with local makers and vibrant neighborhood destinations, these excursions offer an authentic taste of the city while sparking fresh ideas you can tap into and bring back to your own association programming.

Each experience blends warm hospitality with memorable winter moments, highlighting the people, places, and passion that define Grand Rapids. And because everything is better shared—especially in the spirit of the season—be sure to encourage a peer to register and join you as you explore all that Grand Rapids has to offer!

^{All full conference registrations include one complimentary excursion, made possible by our generous host destination, Experience Grand Rapids.}

Explore Wednesday's Excursion Options:

^{Tour, toss & connect at silva Wax Poetic & Christkindl Market Founders Brewing Co. Tour & Tasting}

Tour, Toss & Connect at SILVA

Wednesday, December 2, 2026 | 1:00 - 3:30 PM
^{Motorcoach transportation provided.}

Reserve Your Ticket Now! This Excursion is Limited to 40 Seats.

Step into one of Grand Rapids’ most unique and thoughtfully restored spaces during an exclusive visit to SILVA. Our experience begins with a guided tour that will share the rich history behind the building—a 100+-year-old former furniture factory—while highlighting select artifacts and the intentional ways SILVA is honoring its past while creating a vibrant, modern gathering place.

Following the tour, we’ll transition into a lively and interactive bocce ball experience. With teams of four and dedicated lanes, you’ll receive instruction before diving into friendly competition alongside fellow attendees. Throughout the afternoon, enjoy beverages and lite appetizers as you connect, relax, and take in the energy of this distinctive Grand Rapids venue. Blending history, culture, and a bit of playful competition, this excursion offers a memorable way to experience the city’s creative spirit before returning to the Amway for the remainder of the conference.

*^{Casual attire and comfortable shoes are recommended for this excursion.}

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Pour at Wax Poetic and Explore the Christkindl Market

Wednesday, December 2, 2026 | 1:00 - 4:30 PM
^{Trolley transportation provided.}

Reserve Your Ticket Now! This Excursion is Limited to 48 Seats.

Immerse yourself in a hands-on, sensory experience that captures the creative spirit of Grand Rapids. The afternoon includes a visit to Wax Poetic Candle Bar, where you’ll become the maker—blending custom scents and pouring your own signature candle to take home. Guided by expert staff, you’ll explore fragrance profiles, experiment with combinations, and craft a one-of-a-kind creation that reflects your personal style.

Attendees will also journey to the Downtown Market, ranked one of America’s 13 Must-Visit U.S. Food Halls by Tasting Table and one of Grand Rapids’ most vibrant culinary and cultural hubs. Upon arrival, you’ll be welcomed with a brief introduction to the market’s story and its role in showcasing local makers and global flavors. You’ll then have time to explore at your own pace, including a festive visit to the Christkindl Market, where twinkling lights, artisan vendors, and seasonal charm create a truly memorable experience. Enjoy a specialty holiday beverage as you shop and soak in the atmosphere before returning to the Amway—your custom candle and a bit of Grand Rapids magic in tow.

* ^{Winter coats, hats, and mittens are recommended for this excursion because you will be outside a}^{portion of time.}

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Hop Behind-the-Scenes: Founders Brewing Co. Tour & Tasting

Wednesday, December 2, 2026 | 1:00 - 3:15 PM
^{Motorcoach transportation provided.}

Reserve Your Ticket Now! This Excursion is Limited to 40 Seats.

Grand Rapids, MI was named Beer City USA more than a decade ago and has held the title ever since. Experience the spirit of Beer City USA with an exclusive, behind-the-scenes look at one of Grand Rapids’ most iconic breweries—Founders Brewing Co. Over the course of two hours, we’ll step inside the brewing process, exploring how Founders crafts its renowned beers while learning about the artistry and innovation that define our region’s thriving craft beverage scene. As we tour the brewery, we’ll gain insight into what makes Grand Rapids a nationally celebrated beer destination—home to more than 40 breweries (and counting) located within 25 minutes of downtown.

We’ll also gather for a curated tasting experience featuring a flight of four distinctive beers, alongside a refreshing seltzer and a canned cocktail, showcasing the variety and creativity that set Beer City USA apart. (Grand Rapids has also been named America’s Craft Beverage Capital.) Each sip offers a chance to explore new flavors, compare styles, and connect with fellow attendees in a relaxed, distinctly Grand Rapids setting—an authentic taste of the city’s craft culture to remember long after the conference ends.

*^{Closed-toe shoes are required to participate in the brewery tour portion of this experience.}

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Join Us for an Unforgettable Evening in Grand Rapids at MSAE26!

Thursday, December 3, 2026 | 5:30–9:00 PM
^{The B.O.B. is walkable, with transportation available if needed.}

Reserve Your Ticket Now!

Experience Grand Rapids is excited to host a memorable evening during MSAE26. Join us on Thursday, December 3, 2026, from 5:30–9:00 PM at Ashton—an upscale cocktail lounge and event space on the third floor of The B.O.B. in the heart of downtown Grand Rapids. Attendees will enjoy Ashton’s retro-modern style with cozy seating and two spacious bars. Share an evening with fellow conference attendees, complemented by exceptional food, handcrafted cocktails, and engaging live entertainment.

2026 Annual Conference Sponsors

Experience Grand Rapids
171 Monroe Avenue, NW, Suite 545
Grand Rapids, MI 49503-6204
US (616)233-3547

Host Destination and Friday Breakfast Sponsor

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AHC Hospitality
187 Monroe
Grand Rapids, MI 49503
US (616)774-2000

Host Venue Sponsor

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Maner Costerisan
2425 E. Grand River Avenue, Suite 1
Lansing, MI 48912
US (517)323-7500

Breakfast & Keynote Sponsor Day 1

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Traverse City Tourism
101 West Grandview Parkway
Traverse City, MI 49684-2252
US (231)947-1120

Welcome Bag Sponsor

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Delta Hotels by Marriott Muskegon Convention Center
939 Third Street
Muskegon, MI 49440-1136
US (231)720-1753

Name Badge Ribbon Sponsor

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Crystal Mountain
12500 Crystal Mountain Drive
Thompsonville, MI 49683
US (231)378-2000

Breakout Room Sponsor

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Chase Creative
3718 Buchanan Avenue, SW, Suite B
Wyoming, MI 49548
US (616)785-8660

Breakout Session AV Sponsor

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