This is one of the problems PASS faces, so many people who use SQL Server don't know about it. They do know about SSC, MSSQLTIPS, etc... but not PASS. The question is, how do we tell them? I was in the same boat 3 years ago, about the only thing I knew about PASS was that it had the Summit and SSC had a party at the Summit. Part of the issue is what does PASS provide for value that a majority of SSC members can use? Local leaders need to have something to market to their groups and then make sure that they do it. PASS also has to be a bigger presence at SQLSaturday's now that they own it, not necessarily people, but at least banners, etc...