Reflections from NAACO 2026

Every year, commencement officers, university event directors, registrars, and the vendors that make commencements shine gather for the North American Association of Commencement Officers (NAACO). Industry insiders trade ideas, compare notes, and measure where the industry is headed. It’s equal parts tradeshow, think tank, and reunion for an industry that spends the rest of the year scattered across campuses nationwide. It’s a proving ground and a pulse check before we head into commencement season.

We went to 2026 NAACO in Boston with an added hop in our step on the heels of our new rebrand, and we didn’t let the blizzard that blanketed the city dampen our energy. Here are our three main takeaways from the annual gathering.

‍The time to evolve is now

Trade shows can often feel like a sea of sameness across convention centers and hotel ballrooms. But at NAACO this year, a different kind of conversation was taking shape. The Grad Team found itself in thoughtful discussions not only with potential partners, but also with others across the industry.

One theme surfaced again and again: commencements are evolving quickly. Commencement Coordinators are searching for new ideas, better experiences for graduates and families, and partners willing to adapt. Commencement coordinators leaning into this shift are gaining momentum by embracing change, exploring innovative solutions, and working with partners to elevate the entire commencement experience.

There are new vendors in the space with some exciting ways to make commencement ceremonies more engaging.  Look no further than The Famous Group, whose fully customizable suite of technology—fan cams, live messages, and more—brings a big-league stadium feel to graduation.  

I talked to many commencement leaders who were looking for alternatives that offer more flexibility. Of course, we were happy to highlight how we were the source of some of those new and exciting innovations. Digital Programs, anyone 😉  

Moments like that hint at a shifting market, and a wide open lane for new solutions.

Personal connections are paramount

Commencements may seem like all pomp and circumstance, but behind the scenes it is a highly complex operation, one that universities take very seriously. The administrators who attend NAACO share a common goal: delivering a meaningful experience for graduates while ensuring ceremonies run smoothly. 

While at NAACO, I marveled at the personal connections that have developed over the years among commencement professionals. I listened to discussions among representatives from Emerson College and Florida Gulf Coast University. These are two very different institutions, yet they were trading stories about how each solved commencement challenges.

Additionally, I attended sessions hosted by Western Governors University and the University at Albany. (Both presentations were outstanding, by the way.) Each of these high-performing teams talked about how their vendors were key relationships that helped drive their success.  

‍NAACO still matters

The sessions, product demos, and networking breaks underscore what the real value of NAACO is: shared expertise.  

Sessions throughout the conference featured presentations from universities of varying size discussing everything from digital ceremony programs to commencement day logistic innovations. Our team attends these talks not to sell The Grad Team’s services, but to listen. We might learn a valuable tip that could benefit a smaller client in the future, who did not have the resources to attend NAACO themselves. 

The atmosphere of NAACO reflects that spirit of learning and evolving. Unlike many trade shows, attendees don’t wander the exhibit hall reluctantly. Conversations are genuine, collaborative, and lead to unexpected partnerships. I attended NAACO for years with another company. The Grad Team’s merging with GradPak originated at NAACO years ago. We enjoy partnering and our continuing friendships with other industry colleagues at NAACO, like StageClip and Fat Fish Media. We even hired Fat Fish to design our new booth!

One of my favorite times at NAACO is when we break bread together. No pitches. No presentations. No handshake deals. Just conversation about the challenges and opportunities facing commencement professionals. Those moments, more than any single product launch, define the event’s lasting impact. It’s where we form lasting partnerships and friendships.  

I’m looking forward to having a great year photographing commencements, and once again sharing ideas with friends and colleagues next year in Atlanta!