C3X 2018 Conference & Expo
October 14-17, 2018 | Orlando, Florida



C3X artfully creates grand, signature moments through the delivery of several speakers.

Keynote Speakers

These packed-house general sessions unite hundreds of attendees under one roof to hear unforgettable stories that emotionally touch and professionally inspire all who listen. Content shared in C3X keynotes is the fuel that ignites on-site collaboration and the glue that bonds attendees – helping to foster priceless, lifelong peer-to-peer relationships.

Leland Melvin

NASA Astronaut/NFL Hall-of-Famer

Sunday Keynote Speaker

“Houston, we have a problem.” Leland Melvin was 25 feet under water in the Neutral Buoyancy Laboratory, a 6 million gallon pool, training to perform spacewalks as a NASA astronaut when he called the test director and asked him to turn the volume up in his headset. He never heard a reply and was immediately hoisted out of the pool to learn that he was deaf. Emergency surgery resulting in only partial recovery to his hearing led him to being medically disqualified to fly in space by NASA flight surgeons.

This is just one of the many career ending challenges Leland has overcome in his life. Before becoming an astronaut Leland was drafted by the Detroit Lions in the 1986 College Draft to play professional football but a hamstring injury thwarted his NFL career with Detroit and then later with the Dallas Cowboys.

Hear his fascinating story of perseverance and how he ultimately traveled off-planet twice on Space Shuttle Atlantis to help build the International Space Station. Leland is the only person drafted into the National Football League to have flown in space. The Pro Football Hall of Fame honored his athletic and academic accomplishments by placing his Detroit Lions jersey under glass in Canton, Ohio. Through these professional experiences working on high stakes teams, he developed a deep and nuanced understanding of effective team dynamics.

Kelly McDonald

Marketing Guru

Monday Keynote Speaker (Short General Session)

The average college student is not the same as they once were. They represent a diverse range of races, socio-economic classes, religions, ages, and preferences. They think and act differently. As auxiliary services professionals, it’s our duty to make sure we are reaching each unique student and telling their stories. In her general session, marketing guru Kelly McDonald will provide tips and actionable takeaways you can use to ensure your marketing efforts are reaching every student. These steps will help you build a better experience for students on your campus.

Kelly McDonald is considered one of the nation’s top experts in marketing, customer service and consumer trends. Her client experience includes brands such as Toyota, Subaru, Kimberly-Clark, Nike, Harley-Davidson, Miller-Coors, and Sherwin-Williams. Kelly was named one of the “10 Most Booked Speakers in the U.S.” and she was also #1 on the list of “26 Hot Speakers” by Successful Meetings Magazine. She has been featured on CNBC, in Forbes, Bloomberg BusinessWeek, Fast Company, on CNNMoney.com and on The Focus Group show!

She is the author of three bestselling books:

  • “How to Market to People Not Like You”
  • “Crafting the Customer Experience for People Not Like You”
  • “How to Work With & Lead People Not Like You”

Kelly lives in Denver and when she’s not on the road speaking, she enjoys hiking – and shopping for high heels.


Monday General Session

At C3X, the most thought-provoking concepts and inspiring real-life examples of campus solutions are shared by members of the NACAS community. Every day these thought leaders are thinking differently, borrowing strategies from other industries, and breaking free from perceived limitations that once hindered them. Now you can learn about these alternative perspectives at eXpress.

eXpress features multiple 10-minute presentations from industry leaders who challenge attendees to find new, progressive, and sometimes unconventional ways to run their auxiliary service departments. Explore the evolution of auxiliary services throughout the years, and discover future innovations and impact during the extended portion.

Kelsey Harmon Finn


Campus-Wide Rights/Brand Identity: Moving forward together

“Experience” is the hot buzzword these days. Virtually every industry is preoccupied with improving experience for their customers and clients, but what exactly does that mean? In auxiliary services, integration is the name of the game. Innovative auxiliary professionals across the country are creating new revenue streams, allowing them to form a seamless integration of quality services/products, brand identity, and student experience. This blend makes for a well-oiled machine that churns out successful, skillful individuals who are prepared to take on the future. In order for this to happen efficiently, the current funding model has got to change.

In her eXpress presentation, NACAS CEO Kelsey Harmon Finn will explore how campus leaders can leverage public and private partnerships to build the best student experience possible, meeting demands and fusing brands into all areas of campus to maximize partnership opportunities. The ways in which we approach this integration should be (and CAN be) different. We need to envision a merging of higher education and business that benefits all parties involved. Kelsey will address the future of the industry and how student experience is limited by avoiding the creation of robust campus partnerships. Higher education is not the end of the line for students; the work that we do prepares them for the real world and life beyond the classroom.

Registration Fees at a Glance

Attendee Type



Business Partner

Business Attendee

Early Bird (7/13)





Advanced (8/31)





Standard (10/17)