CBA is looking both ways as it welcomes suppliers and retailers to Denver for the International Christian Retail Show (ICRS) this week-to the past and to the future.

The organization was due to serve cake at an early afternoon reception today to mark its 60th-anniversary convention, which CBA President Bill Anderson said was a recognition of members' "faithfulness and ministry impact through the distribution of Christ-honoring resources."

In his welcome letter in the on-site guide, he added that it was also "a celebration of how much our industry has been willing to change over the last 60 years." Through the years, there had been progress, development and growth, he said, but "we've made all these changes not for the sake of change, but rather for people ... to meet the needs of our ever-changing consumer."

With a smaller exhibition floor reflecting the economies being made by suppliers after several years of falling attendance, ICRS presents a new face for those traveling to Denver.

In addition to being shortened by a day-with this year's event ending Wednesday-the show debuts a series of Product Intelligence Tours. Sponsored by suppliers, the 30-minute presentations take retailers around the exhibition hall to offer merchandising and marketing tips in the areas of apparel, Bibles, fiction, gifts, home entertainment and music.

As part of this year's theme of "Real Help for Your Business," more than 74 exhibitors have joined forces to offer show specials that could save retailers a total of $11,000 on their normal business.

Participating suppliers have signed a joint statement vowing "to be united in finding new ways of doing business with this extremely vital channel," recognizing that Christian retailers are "our most passionate, dedicated allies in ensuring the successful future of the Christian retail industry."