Starbucks Amplifies Community Service at Global Conference - Event Marketer

Starbucks Amplifies Community Service at Global Conference

Starbucks Global Leadership Conference
Brand: STARBUCKS
Agency: TOUCH WORLDWIDE
Year: 2012

At its Global Leadership Conference, Starbucks focuses on strengthening connections with the 10,000-plus store managers and regional managers who serve customers daily. For a recent four-day conference in Houston, the brand’s goals were to create unforgettable experiences that reinforced the company’s message of leadership across the business and inspire the team to take the next step on the Starbucks journey.

Two general sessions at the Toyota Center bookended the four days. A theater-in-the-round concept engaged the audience with guest speakers, two coffee tastings (9,500-plus cups distributed in under six minutes!), keynote speeches by historian Nancy Koehn and the Rev. Calvin O. Butts, multiple appearances by Starbucks ceo and chairman Howard Schultz, and a performance by Grammy Award winner Alicia Keys. The 400,000-square-foot experiential Leaders’ Lab in the adjacent George R. Brown Convention Center explored the complex situations and interactions that make up a manager’s daily life. Using analog and digital media, and hands-on and interactive experiences, the lab celebrated the brand and engaged attendees.

To reinforce the message that Starbucks cares about its communities, attendees participated in daily activities helping to rebuild Houston’s Fifth Ward. The company also provided bus service to Houston restaurants each evening, creating a meaningful impact on local business.

On the event’s last day, Houston’s Discovery Green park was the setting for a whirlwind of experiences that included food trucks, an art walk and craft fair, multiple stages with entertainment from multiple genres. The party not only capped the conference but also allowed participants to relax, connect and talk about their conference experience.

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