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MCCA Teams with Sitarian to Launch Audio Trade Show in Boston


Houston, TX – The Massachusetts Convention Center Authority (MCCA) stepped into the role of show organizer this Winter through a strategic partnership with Sitarian Corporation. James Rooney, MCCA executive director, broke the news on December 10 during a session, “Is the Convention Center Model Broken?,” moderated by Trade Show Executive Editor-at-Large Danica Tormohlen at the International Association for Exhibitions and Events (IAEE) Annual Meeting.

The MCCA will have an equity stake and operational responsibility for a new trade show and conference launching in Boston this Fall in partnership with Connecticut-based Sitarian.

The Advanced Audio + Applications Exchange (A3E) will serve music and audio professionals seeking the latest in high-tech hardware and mobile apps. It will launch September 23-24 at the John B. Hynes Veterans Memorial Convention Center.

“A3E marks the start of the Massachusetts Convention Center Authority’s strategic partnership with new and exciting events, a game-changer for both the MCCA and the meetings and convention industry,” said Rooney.

The MCCA has been a proponent of convention centers taking a more aggressive, hands-on approach toward creating trade shows and events to keep their buildings filled. While A3E is committed to Hynes through 2015, the MCCA will retain its financial share and its operational responsibilities even if the show relocates to another city.

Paul Sitar, founder of Sitarian and A3E show director, said, “The City of Boston provides a great venue and nucleus for the A3E launch.”

Reach James Rooney at (617) 954-2000 or; Paul Sitar at (415) 562-5015 or

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