Employee Engagement • Experiential Marketing • Celebrity Engagement
Major retail construction proves stressful to everyone involved, especially to existing employees. In this case an existing Giant Eagle grocery store was being converted to the specialty Market District banner. The decision to keep the store open during construction meant 18 months of construction stress for customers and team member alike. Knowing the important role team members play in creating a positive brand experience, we needed to create a fun, memorable, branded event that would engage store team members and create organic excitement leading up to the grand opening.
Market District Double Dare; a private, evening reception taking place two days prior to the grand opening at a nearby catering hall. Team members were given a sneak peek of the official “Winter Wonderland” grand opening thematic elements that customers would experience two days later.
The event included live music, dinner, thank you speeches, gifts bags (Oscar style) and a surprise celebrity team building experience.
A custom-produced Market District edition of Double Dare was hosted by original host and current Food Network star Marc Summers. Random participants were chosen live, which provided a one-of-a-kind experience for store leaders, corporate executives and team members.
110 cans of whipped cream, 50 dozen eggs, 30 gallons of milk and countless laughs later, everyone came out a winner. The event provided a much-needed opportunity for executives and store leaders to personally interact with team members in a carefree environment.
Team members continue to fondly reminisce about this event. The positive energy created at this event convinced Market District to incorporate our team member appreciation events at all store grand openings moving forward.