CASE STUDY
For the first time, all 1500 Loblaw store managers were being brought together. A new strategic imperative was being launched at the 2009 National Kickoff Event (NKO)– one that focused on personal leadership and accountability. Managers had to walk away motivated and inspired about their new mandate.
After tendering to eight companies, Spark was selected to bring this landmark event to life. The venue for the event was an empty distribution warehouse. Our task was to transform this massive space into a tier-one meeting venue for 1500 people. This included seating 1500 people in rounds for plenary sessions, preparing and serving meals for all attendees, plus providing space for breakouts and tradeshows.
We used the unconventional space to full advantage, creating a virtual store within the warehouse, with different ‘departments’ also serving as breakout rooms. This constantly reminded all guests that success begins and ends in their retail environment. As well, extraordinary welcome and wrap-up evenings were staged in the atrium of Loblaw’s head office, featuring huge screens hanging between the second and third floors and two custom stages. The result: managers left the event pumped and empowered, ready to elevate the customer experience through personal ownership.
Based on the success of this event, LCL contracted Spark to produce the 2010 NKO without tender. Fresh challenges included a new venue with union labour, plus adding new production elements within existing budget parameters. By working as a cohesive team, the 2010 NKO came in under budget again, while producing an event that raised the bar creatively and in its impact with the audience.