For people working in the architecture industry in the Southeast, the annual AIA Aspire conference has a reputation for being the best professional development experience of the year. Every fall, designers gather in Asheville, NC for networking, learning, camaraderie, and collaborative problem solving. Events take place at venues within walking distance of each other all over downtown Asheville and include presentations, workshops, tours, and social opportunities.

While many people look forward to the conference each year, fewer may be aware of how and why Aspire exists. The story starts with Mark Levine, FAIA, who serves as LS3P’s Atlanta office leader, and who hatched the idea for the event in 2016.

While serving as AIA regional director representing Georgia and the Carolinas, Mark was finding the traditional conference experience to be dated. You’d fly into a city, spend your time moving from conference room to conference room in a generic convention center, listen to a lot of people talking, and then go home.  And for AIA staff members, the ROI as a revenue source was thin at best. “The status quo isn’t working”, he thought. “We need to reimagine what ‘conferences’ can be.”  

Inspired by innovative approaches to experience planning, Mark brought Don Neal of 360 Live Media (a DC-based consultancy) into the conversation. The pivotal moment came in 2017 at a regional leadership meeting in Orlando, where Mark rallied AIA leaders from Georgia and the Carolinas to embrace a new model for their conference. He pitched the idea of a more community-engaged, industry-centric event. “Let’s rethink our conference,” he said. “Let’s engage with community. Let’s make our conferences more relevant, or we’re going to become obsolete. Let’s create an ‘experience.’”

After two years of dedicated planning, the group convened the first Aspire conference in Asheville in 2019. Asheville was chosen for its vibrant community and central location within the region. To Mark, the sense of place is a key part of the event’s success, and the reason the group keeps returning to Asheville year after year. “It’s about going back to a familiar place, doing the things that you enjoy there, meeting with the people you enjoy there, that’s an integral part of the experience.”

Aspire quickly distinguished itself from conventional conferences by fostering meaningful dialogue and engagement beyond attending a lecture and counting continuing education credits. The conference introduced “Aspire Talks” and “Aspireside Chats,” formats designed to encourage conversations and critical thinking among thought leaders. The sessions allow for meaningful dialogue, bringing thought leaders across the region together to engage in creative problem solving.

Another key aspect of Aspire’s evolution has been its commitment to resilience and community involvement. Aspire has joined forces with the annual Climate Symposium in Asheville to generate rich discussions about sustainability and regional challenges. These discussions are especially impactful in a region that was recently devastated by Hurricane Helene, where resilient design strategies will be crucial to the ongoing rebuilding efforts.

Mark has stepped back from Aspire planning duties in recent years, but remains a steadfast supporter of the event and sees great things for its future. He’d love to see Aspire continue to grow and also find ways to engage in meaningful ways with the community. “Part of the spirit of the event is to increase architects’ visibility in the community by bringing the community into the conversation,” he explains. “Can we find ways to be inclusive by, say, opening our keynotes up to the public, and bringing in thought leaders from local institutions for these conversations about resilience and the future of the built environment?” Evolving technologies such as AI will also be a part of the future of the conference and the industry as a whole.

The lure of Aspire has extended to architects outside the region as well; Mark noted that the conference has included participation from Tennessee, Kentucky, and other spots beyond the Carolinas and Georgia. As the event’s reputation grows, Aspire is also attracting add-on events such as river clean-ups and social gatherings where people can network with a broad, diverse community of industry professionals assembling for the conference.

From its 2019 beginning, the Aspire conference has grown into a dynamic platform for dialogue, innovation, and community engagement. The event survived the pandemic years intact with virtual offerings and returned in person with branding and attendance intact. Future years should bring continued growth and inspiration. Interested speakers and attendees should keep an eye out for next year’s event through their regular AIA communications channels! Mark will likely see you there.