CEO Blog: COVID-19 Update

I also hope all ATA members are taking advantage of our Coronavirus roundup page. We’re doing our best to translatethe Paycheck Protection Program and other opportunities to make things more understandable. While headlines often target negative aspects of these plans, we focus on their many benefits to our members and your ATA itself, helping save members’ money and businesses. Based on member feedback and requests, we’ve shared high-level guidance on maintaining a safe environment for retail customers, and we’ve kept you up to date on our government advocacy efforts.

A common inquiry I’ve received is my outlook for the industry’s recovery. If I were to respond here and now, my opinion would be outdated by sunset today. Initial reports indicated a rapid recovery for retailing’s overall sector, regardless of industry, as early as summer or fall. But economists and retail experts are disagreeing more recently, with some indicating better times yet this year, and others pushing recovery out 18 months or more. When so-called experts disagree, one thing is certain: No one has a simple, correct answer.

Your ATA has pivoted quickly to deliver more content and information than ever before. We’ve adjusted business operations like membership and Trade Show planning, delaying everything we can until seeing a clear path ahead. We still expect the best for #ATA2021 in Indy, but it’s too early to know what January will bring. We remain optimistic, but know our members are focused on their families and businesses first. We’re also working with your Executive and Finance committees and the entire Board to craft strategies for many possibilities.

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