Landmark days: 5 lessons in 50 years of the CalCPA Education Foundation.

• Author: Chin, Arthur L.
• Position: Cover story

Executive director Art Sargent and inaugural president Tindall Cashion established The California Certified Public Accountants Foundation for Education & Research at 1000 Welch Road in Palo Alto -and began the CalCPA Education Foundation's 50-year history, which is culminating this June at a gala event. The actual first formal education program, however, was held at the 1949 Graduate Study Conference at Stanford. The Foundation initially published books ("A Research Study of Some Aspects of Accounting Education in California" by Donald E Keller, 1968) that explored accounting education and held annual tax conferences. Here are some lessons that have enabled our organization to grow over the years.

Stay Ahead of the Waves

Then-State Sen. (and future governor) George Deukmejian proposed mandatory CPE requirements with the California Board of Accountancy, which took effect under Gov. Ronald Reagan in 1973. By then California had already provided 11 other western states with 125 classes ranging from $55 to $400 for one- to four-day courses, conferences and CE weeks ($285-$2,000 in today's dollars). Self-study back then came in the form of textbooks and audiocassettes.

In the 1980s, the Western States Catalog hit 200 titles, with 800 in-person presentations and five CPE weeks. The first California CPA Computer Show and Conference featuring 100 exhibitors began in 1985. Designations, including the Advanced PFP and Microcomputer Consulting, were developed. Firms could now request on-site courses. National teleconferences by satellite via CPA-TV and lower-cost Saturday mini-courses drew buzz and attention. The PETH Exam for candidates and governmental A&A-specific CPE also arrived.

Know When to Pivot

The 1990s brought a U.S. economy recession and forced the Foundation to restructure the organization and start innovating. It refocused on 27 California geographies and overhauled offerings. New ACE/VP and coupon discount programs were launched, as were site licenses and computerized self-study, and MCLE & government credits became competitive in the marketplace. Customer service was revamped with an 800-9CALCPA number. Boot camps for growing practices and CD-ROMs paved the way to the first website, www.calcpaed.org, and online CPE appeared in 1996. When the CBA asked CPAs to take 24 hours of A&A related to the reporting on financial statements, the Foundation filled the need.

Embrace Technology and Try, Try Again

In the 2000s, cases of high-profile...