Touch has a fifteen-year relationship designing and producing internal and external communications and experiences. From executive communications through partner training and analyst, and shareholder meetings, our work has helped the company tell their story in a consistent, approachable and thoughtful manner, time and again.
Four years after hosting the inaugural Global Leadership Conference in New Orleans in 2008, Starbucks was looking to connect with the people who have the most dramatic impact on its customers: the 10,000+ store managers and regional managers who serve customers daily. With four days of events and experiences planned, the objectives were simple: Inspire the team with unforgettable experiences that reinforce the company’s unique message of leadership across the entire business ¬– taking the next step on Starbucks journey.
The event was designed to provide development opportunities for regional and district managers, an opening and closing session to galvanize the company’s strategy, hands-on community service, development sessions, pop-up experiences, and a 400,000 square foot experiential Leaders’ Lab.
The two general sessions at the Rockets Arena bookended the experience. We utilized a theater in the round staging concept to fully engage the audience. Highlights included guest speakers, two 9,500+ person coffee tastings capped by a performance by Alicia Keyes.
The Leaders’ Lab explored the complex situations, needed knowledge, perspective and interactions that make up a managers daily life. The Lab used analog, digital, media, hands on and interactive experiences.
Community service goes to the core of the Starbucks Mission Statement. Community service in Houston provided an opportunity for collective action by Starbucks partners and is part of on-going enterprise level and store based community action, helping the partners truly understand that Starbucks is performance driven company that is led through the lens of humanity and that all partners have a role to play in Starbucks using its scale for good.
“Direct, engaging, fun, eye opening, honest, skill building, preparation, career building, confidence creating, great tools” were all words and phrases heard from partner participants about the breakout sessions. The Development Sessions acted as deep dives for selected content experienced in the Leaders’ Lab, or for those who had not yet attended their Lab session, acted as primer for the content that they would see applied in the Leaders’ Lab.
Taking over Minute Maid Stadium for two nights with selected food, entertainment that included arcade games, buskers, karaoke, roving cameras, executive MC’s and lounge areas, partners were broken into two groups of approximately 4,500+ partners and ended their day of volunteering with this celebration.
In an effort to have meaningful impact on local business, partners were bussed to local restaurants for their evening meal, “Dine Arounds” gave partners a better sense of the community, the culture and rich food offerings in the Houston area.
Taking place in the Discovery Green Park adjacent to the Houston Convention Center, this was a whirlwind of experiences from food trucks, an art walk and craft fair, multiple stages with entertainment from country rock and blue grass to top forty cover bands and a return appearance of the DJ who rocked the General Session house. This event capped the conference and allowed all participants to relax, connect and talk about an amazing and meaningful conference experience.
Celebrating the shareholders who help make the Starbucks story great.
Making leadership workshops engaging, informal, and effective.
A U.K. launch event for Starbucks Reserve that reflects its quality.