ROCKVILLE, Md. - The Mechanical Service Contractors of America (MSCA) 26th Annual Educational Conference will be held Oct. 9-12, 2011, at the Broadmoor Hotel in Colorado Springs, Colo.

According to MSCA, the theme of this year’s conference, “24-Carrot Service: Putting People First,” was inspired by keynote speaker Chester Elton’s presentation “The Carrot Principle.” Elton will discuss how frequent and effective recognition of staff, including leading with a carrot rather than a stick, produces outstanding increases in operating results.

Additional conference speakers include Lowell Catlett, futurist and economist, who will explain how to succeed in the new economy with his presentation “Understanding the World’s Largest Economy and Tomorrow’s New Future.” Motivational speaker Ross Shafer will close the event with “Who Wins in a Recovery?” presenting insight into how companies can thrive during the economic recovery by emphasizing customer engagement and employee retention.

On Oct. 9, a one-day optional program, “24-Carrot Sales: Building the Ultimate Sales Team,” will be held from 8 a.m. to 3 p.m. The session will include the 24 most valuable tips for establishing the perfect sales team and plan, said MSCA.

The conference will also feature a variety of educational programs, peer group roundtable sessions, an exhibitor display, and a new Technology Information Forum with experts in the technology field discussing current and emerging trends.

“People are at the heart of any successful business, but in the midst of day-to-day operations, economic challenges, and the pursuit of technological solutions, it’s easy to lose sight of this fact,” said MSCA Chairman Thom Brazel of Hill York, Sarasota, Fla. “This year’s conference presents an exceptional opportunity to refocus on the importance of employees and customers and how the personal touch is the key to operating a successful mechanical services contracting company.”

For more information about the conference, email or visit

Publication date:05/09/2011