The PCA is under construction. In September, the PCA board of directors and staff hosted their bi-annual meeting in Washington, D.C., in an office that was literally under construction, getting much-needed updates to accommodate larger events, meetings and briefings. The association’s upgrades, however, go beyond the physical construction of the office and include programs the staff is developing on an ongoing basis. From mundane administrative guides to international partnerships, the PCA has undergone several months of growth, building on its already strong foundation. And the recent board meeting was a catalyst for further growth.
As the association’s leader, I remain steadfast to the association’s core mission of promoting and defending specialty tobacco retailing, while also modernizing the association to meet the challenges and opportunities common among trade associations. Our team is not attempting to reinvent the wheel, but to leverage the association’s history, relationships and reputation to forge long-lasting partnerships to benefit our membership and PCA’s financial health.
We took a step (or a leap) in creating the PCA Alliance to welcome into the fold a new category of membership focused on individuals and small businesses who have a vested financial interest in the success of the premium cigar industry [read more here]. The Alliance was created to allow the association to grow a grassroots army for legislative and regulatory purposes and replenish our coffers to prepare for future battles. Small businesses joining the Alliance are distillers, breweries, wineries, golf courses, gun clubs, barbershops and restaurants that sell cigars. Individuals include lawyers, accountants, T-shirt designers and other providers of services and goods to retail shops.
When we made this landmark announcement, I heard concerns about the value of the Alliance membership level, especially given the clear restriction that Alliance members are not eligible to attend the PCA trade show. A trade show is for the “trade,” and we have heard loud and clear from our membership that they do not want to see this change. Still, we are fortunate to have hundreds of retail members and partners who put on fantastic consumer-focused, multi-vendor events. I am sure many of them would love the extra promotion of their events to the Alliance at a discounted rate—a win-win for the PCA and its members.
Aside from the intrinsic value of supporting the premium cigar industry, the association will also be rolling out a series of new member benefits that will apply to all member levels. For example, our free and discounted cigar education courses through The Cigar Academy is the type of partnership that makes sense, where the association leveraged a relationship to promote an existing member’s service at a discounted rate [read more here]. Another win-win.
Creating so many new programs will require ingenuity, patience and support from our membership, and we are always open to feedback. I am committed to fulfilling the PCA’s mission in the most financially responsible way. Through these programs, I aim to eliminate asking for handouts. Instead, I aim to build overall value. I look forward to working with our amazing staff and board of directors on building these new initiatives for the association. Here is a preview of what is to come in the next few months: the launch of the new PCA website; major international event partnership; co-branding guidelines for new PCA products and exclusives; election of PCA board of directors; Women of PCA Tampa, Florida, event; virtual international policy summit; and much more ….
– Contributed by Joshua Habursky, Executive Director of the Premium Cigar Association (PCA). You can reach him at [email protected].
This story first appeared in PCA The Magazine, Volume 4, 2024. To receive a copy of this magazine you must be a current member of PCA. Join or renew today at premiumcigars.org/membership.