BTA’s Capture the Magic to Be Held June 17-19 in Huntington Beach, California

Kansas City, MO — The Business Technology Association (BTA) will hold its 2024 Capture the Magic event, hosted by BTA West, June 17-19 at the Hyatt Regency Huntington Beach in Huntington Beach, California. Open to office technology dealers from across the country, the event will feature: an opening night reception on June 17 at BTA member dealership Advanced Office; a keynote address by Mark King, former CEO of Taco Bell and TaylorMade, and former president of adidas North America; four main stage sessions led by industry leaders; six breakout sessions on a variety of topics, including a panel discussion; time to network with peers and exhibiting sponsors during breaks; and a special reception honoring BTA General Counsel Bob Goldberg on June 18, including a performance by The Rolling Stones tribute band, SATISFACTION.

Capture the Magic will kick off at 6 p.m. on Monday, June 17, with an opening night reception at BTA member dealership Advanced Office in Irvine, California. The evening will provide dealers with a unique opportunity to tour the dealership. Transportation will be provided to and from the reception.

On Tuesday, June 18, the educational portion of the event will begin with breakfast at 7:30 a.m., followed by opening comments and the keynote address, “Market Conditions Don’t Determine Growth … You Do!” presented by King. In this keynote address, he will cover these key ideas: vision and strategy are meaningless without a fully engaged staff; setting goals and challenging people to drive the “How”; creating an environment where people have a sense of belonging; creating energy and changing minds ultimately drives sustainable results; and changing the rules of the game.

After the keynote, a break will be held, giving attendees the opportunity to visit with peers and the exhibiting sponsors. Following the break, attendees can choose to take advantage of additional exhibit time or attend one of three breakout sessions:

Lunch will then be held from noon to 1 p.m. After lunch, attendees will have more time to visit with the exhibitors, followed by the first main stage session, “Benchmarking for Office Technology Dealerships in the Post-COVID Era,” with Todd Johnson of Strategic Business Associates. Additional exhibit time will follow. After the exhibit time, BTA General Counsel Bob Goldberg and Incoming BTA General Counsel Greg Goldberg will present the second main stage session, “An Industry in Transition,” which will wrap up the educational portion of the first day.

A reception honoring Bob Goldberg, who will retire on June 30, will be held starting at 7 p.m. The Bob Goldberg Appreciation Reception will allow dealers and vendors to pay tribute to Bob and thank him for his many years of loyal service to the office technology industry. The evening will also include a performance by The Rolling Stones tribute band, SATISFACTION. The group includes talented and experienced musicians who have played arena tours with Van Halen, ZZ Top, Motley Crew, Leonard Skynard and The Scorpions, to name a few. The band brings you the energy, flair and sounds of Mick Jagger, Keith Richards and The Rolling Stones like you have never experienced them before.

The second day of Capture the Magic will begin at 7:30 a.m. on Wednesday, June 19, with breakfast, followed by opening comments and the third main stage session, “Evaluating Hardcopy OEM Partner Programs,” with Robert Palmer of IDC. A break and the last set of breakouts will follow:

The final main stage session, “Intelligent Printing: How AI is Revolutionizing MPS,” led by Anne Valaitis of Keypoint Intelligence, will be held after the breakouts. The event will conclude with closing comments and exhibitor prize drawings from 12:15 until 12:30 p.m.

The Capture the Magic exhibiting sponsors: ACDI, AgentDealer, Avision, Brother, ConnectWise, Crexendo, Distribution Management, DLL, ECI Software Solutions, Epson, FP Mailing Solutions, GreatAmerica, Hytec, IBPI, Imaging Solutions Direct, Intermedia, iTS Group, Konica Minolta, LEAF, Miramar Copies, NA Trading and Technology, PEAC Solutions, Quench, Sharp (breaks sponsor), Source Technologies, Static Control, Toshiba, Wells Fargo, Xerox (lunch sponsor) and Zultys (keynote sponsor).

BTA member dealers receive 2-for-1 registration to Capture the Magic. BTA member dealer registration is $199, which includes the Monday opening reception, Tuesday and Wednesday educational sessions; Tuesday breakfast, lunch and Bob Goldberg Appreciation Reception; and Wednesday breakfast. An additional attendee from the same member dealership is $99. Non-member dealer registration is $249 per person.

To learn more about Capture the Magic, including full session descriptions, or to register, visit

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