The Direct Selling Association is a 100+ year-old trade association based in Washington, D.C., representing direct selling companies.  The Annual Meeting of about 1200 attendees addresses advancements in direct selling opportunities and other topics of interest to independent contractors and entrepreneurs.

Direct Selling Association
Annual Meeting
J.W. Marriott Desert Ridge Resort & Spa, Phoenix, AZ
Live Event

About The Project

The theme for 2016 was REIMAGINE – more than a visionary or aspirational theme, it was both a challenge and a call to action to address the business and economic realities of the 21st century – to imagine the vast potential, and come together as a community to REIMAGINE, reinvent, reenergize, and redefine direct selling as a thoroughly modern, viable and dynamic go to market strategy.

For decades, Iacono has produced shows for direct selling companies. Since 2010 we’ve worked directly with the DSA to produce their annual meeting and other smaller gatherings. We strive to deliver a fresh, engaging, and cohesive Annual Meeting with this valued partner.


To design a forward-looking set, show logo and branding package that would reflect the event theme and re-energize the audience. We were also tasked to script a meeting that encouraged DSA leaders to embrace change and look ahead.


We designed and built a set using new technology. A suspended canopy of orbs, individually moving up and down, were internally lit with programmable LED lights, allowing the form overhead to be “reimagined”. The scenic backdrop, inspired by our show logo of the eye, also reconfigured throughout sessions. Lighting and color variations set the mood and changed the look of each general session.

Everything was exceptional – the planning, the set, the staging, the writing, the video, the branding, the schedules are always first rate. I can’t believe how much Iacono always goes above and beyond what is necessary to help deliver a great experience.

Melissa Brunton

Senior VP, Education & Meeting Services, Direct Selling Association