The PCA staff and board of directors are not sitting around and waiting for the next trade show. The association is a full 365 organization that continues to challenge the status quo and grow to meet the needs of our members. You may have met one of our team members at an industry event recently or had me walk into your humidor unannounced during a market visit.
The staff has been re-organized to be much like a brand sales force to have the pulse of the industry and to craft programs around your feedback. PCA even participated in the Summer Roadshow alongside major brands Rocky Patel, Altadis and Oliva to further this objective. Sitting in an office is not going to take the association to the next level. All the late hours, weekends, travel and flight delays have paid off. Our membership crossed the 4,000 storefront mark. Yet we are just getting started.
PCA is in the midst of preparing for our fall board meeting in Oklahoma City to discuss new goals and initiatives for the association. Concurrently, we have teams preparing for the FIU Luxury Marketing course, World Cigar Show, Intertabac, Costa Rican Cigar Festival, PCA Connect Asia, the rollout of a new Cigar Academy course, small business insurance program, regional state advocacy trainings, Cigar Caucus gathering, fall fundraiser and much more.
At the board meeting we intend to discuss additional hires to manage new programs and to better assist our existing staff to keep peak efficiency as we continue to expand and grow our offerings. Additionally, we will be discussing auxiliary events and new partnerships to provide more fall programming with both virtual and live opportunities for business-to-business interactions, education and networking.
I would be remiss if I didn’t mention the trade show, the anchor event where everything comes together and is a catalyst for the momentum of the premium cigar industry. To that effect, I am pleased to report that the 2027 Trade Show website is live, and membership renewal will begin in September ahead of schedule. This is a testament to the association staff and the multiple roles that they all play to ensure you see value in your membership.
Expect high-profile speakers, elevated parties and an embrace of Las Vegas style as we transition back to the West Coast for PCA 2027. It’s hard to believe that in a short seven months we will be gathered together again for the premium cigar industry’s family reunion. Be on the lookout for updates and announcements about the trade show in the coming weeks. As always, if you have an idea or want to discuss the direction of the association, feel free to reach out to me directly. I look forward to seeing you in Vegas and perhaps along the way at an industry event or even in your store or lounge.
– Contributed by Joshua Habursky, CEO of the Premium Cigar Association (PCA). He can be reached at joshua@premiumcigars.org.
This story first appeared in PCA The Magazine, Volume 3, 2026. To receive a copy of this magazine, you must be a current PCA member. Join or renew today.