David E. Cawood, the newly appointed president of association management firm FSA Group in Louisville, Ky., plans to increase the services the group offers to the foodservice and other nonprofit groups it manages. A veteran of association management, Cawood has experience in managing sports associations, including the National Collegiate Athletic Association, and directing public relations programs at several universities. At FSA Group, founded in 1969, clients include leading international and domestic culinary associations, consulting groups, and foodservice operations associations. Services provided by FSA include financial management, conference and event production, public relations, membership services, strategic planning, publishing, website management, and graphic design expertise. FSA Group is a wholly owned subsidiary of Lebhar-Friedman Inc., also the parent company of Nation’s Restaurant News. FSA is accredited by the American Society of Association Executives.
What are your primary goals as FSA president?
I want to make sure the associations receive the best service possible. We will review all of the services and determine how we can improve on what we have been doing.
How does your experience, primarily focused on college sports, transfer to your new position?
Managing an association requires essentially the same skill sets, regardless of the discipline. The brand and the people change, but administrative fundamentals remain the same. I look forward to learning new disciplines and working with creative people who have a passion for their particular interest.
What is the advantage to an association of hiring a professional management firm instead of trying to manage its not-for-profit business itself?
An association management firm can provide, under the leadership and supervision of an association’s board of directors, a dedicated, professional staff in a cost-efficient, effective manner. That staff has broad-based, experienced internal resources available to assist it with specific and futuristic issues and, importantly, the management firm can generate new revenues for the association. A management company provides an association the freedom for the board to strategize and set goals for the future rather than get bogged down by running day-to-day operations. The board should be way up there instead of down in the weeds.
Is it important initially to meet your association clients face-to-face?
FAST FACTS EDUCATION: bachelor’s degree in business administration, Baylor University BIRTHPLACE: Harlan, Ky. HOBBIES: reading, movies, theater, golf, watching college football and basketball PERSONAL: married, with one son
Yes. In this age of e-mail, it helps to meet people face-to-face. I think people want to look you in the eye to start the beginning of a business relationship. I have a lot of travel on my plate for the next couple of months. I will be meeting with executive directors of the associations and will attend their conferences. It’s very important in the association business to know the clients and make sure they totally understand that I am available to them.
What are some of your favorite restaurant foods?
My favorites are steak, Mexican, Italian, seafood and barbecue.
What is your first impression of the foodservice field, based on your first weeks on the job?
It’s a really diverse subject. People are very serious about being involved in their associations. Just being at the IACP [International Association of Culinary Professionals] conference is just the tip of the iceberg.
