Press Release

Smithbucklin Association Executives Named 2022 ASAE Class of Fellows

April 28, 2022

CHICAGO – Smithbucklin and 360 Live Media, a Smithbucklin-owned company, are pleased to announce two association executives have been named 2022 Class of Fellows by the American Society of Association Executives (ASAE). Denise Roosendaal, FASAE, CAE, a Smithbucklin executive director that serves the Institute for Credentialing Excellence (I.C.E.), and Beth Surmont, CMP, FASAE, CAE, vice president of event strategy & design at 360 Live Media, join over 300 association industry leaders who have received this designation. 

The ASAE Fellows program annually bestows an honorary recognition upon exceptional association leaders making noteworthy and sustained contributions of leadership to their organizations, ASAE, and the association management profession. 

Roosendaal is a 30-year veteran of association management. She is the executive director for the Institute for Credentialing Excellence (I.C.E.), a role she has held for ten years. Roosendaal is an advocate for lifelong learning, and is in the business of recognizing the knowledge, skills, and abilities attained and retained by certificants in their profession. Her personal mission is to be the visionary leader who empowers individuals and organizations to be their best, and the association profession offers her many opportunities to exercise her purpose and passion. Through her work, Roosendaal influences associations of all sizes and scope around the country.  

Surmont has on-the-ground experience spanning more than 20 years in corporate and non-profit events and trade shows, and in her current role as vice president of event strategy & design at 360 Lived Media, she is an influential designer in shaping what the next era of events will be. Surmont was listed as one of BizBash’s 500 Most Influential People in Events for 2021 and she was named one of the Top 25 Influencers in the Meetings Industry for 2020. She frequently speaks at ASAE, PCMA, MPI and other industry events, and hosts a regular design series called the Event Innovators Xchange (EIX). 

“Those who are named ASAE Fellows are committed to contributing continued leadership and service to the association community, and Denise and Beth are extraordinary leaders for our association clients, the industry, and our people,” said Matt Sanderson, president and CEO, Smithbucklin. “Their dedication and passion for helping associations reimagine what’s possible drives growth and lasting impact.”

Roosendaal and Surmont join 2008 ASAE Fellow Cedric Calhoun, FASAE, CAE, a Smithbucklin executive director who serves as chief executive officer for the Door Security & Safety Professionals and the Door Security & Safety Foundation.  

About Smithbucklin

Smithbucklin empowers associations, societies, and communities to enrich and move industries, fields, and professions forward. Working together, we help organizations reimagine solutions to nurture growth, advance missions, and achieve lasting impact. From complete association management solutions, to a full array of expert capabilities, to staff resources propelled by talent, versatility and positive energy, we strive to amplify our clients’ causes.

About 360 Live Media

360 Live Media is an event strategy, marketing, and design agency that helps membership organizations maximize the impact of their events to advance their mission. It drives tangible business results by helping organizations modernize their approach to events, membership, and revenue. 


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