Milestones like a company’s centennial don’t come around often, and when they do, they deserve to be celebrated in a big way. When hired to plan the Balls Food Stores (BFS) 100-year anniversary event this summer, we knew it had to be extraordinary—just like their brand.
The goal of the event was to honor 100 years of BFS while setting the stage for the next century of the business with a memorable experience for their most important asset, their teammates. We helped BFS craft an event that blended the past with the future, culminating in a moment that further showed their commitment to their teammates. The centerpiece of the celebration was an unexpected announcement—the BFS Employee Stock Ownership Plan (ESOP).
Crafting the Experience
To coincide with the upcoming summer games, the BFS team selected an Olympics theme for the event. While the theme and activations are a huge part of what our team creates, we start at the beginning with clients to understand their company, their goals and the business objectives for the event we’re planning.
Planning began with immersing ourselves in the history, mission and values of BFS. We started from the beginning, with learning about Mollie and Sydney Ball and how the company has made innovation in the grocery business a cornerstone of their culture. We got clear on their values and their key constituencies – their teammates, their customers and their community. We met with their team, read their newsletters and even visited a store and watched the CEO in action as he greeted his teammates by name and helped customers with bagging groceries.
From there, we dove into bringing the theme to life. Bright colors, larger-than-life balloons, flags hanging from the ceiling representing each store, sports-themed games, branded photobooth, a DJ and prize drawings (prizes included 25 TVs and a brand-new car) made for a fun and festive experience for their teammates.
The Big Moments
In a heartfelt speech, the CEO, David Ball talked to the 2,500+ teammates about the past, the present and the future of BFS. He then announced the BFS ESOP, a move that will give teammates a stake in the company’s future. The announcement was met with cheers and a standing ovation. Shortly after, David drew for the winner of the car. The winner ran to the stage, alongside her son and daughter who work with her at BFS. It was a special moment for their family and their colleagues.
Reflecting on Success
The BFS centennial event was more than just a party; it was a testament to the company’s dedication to its teammates. By combining the celebration of the past with a forward-looking announcement like the ESOP, we created an event that was memorable, meaningful and a lot of fun. As planners, our greatest reward was witnessing the genuine joy and BFS pride in the room that night.
A big congratulations to BFS on launching the second century in such an epic way. Thank you for bringing us along for the ride!
