February 16, 2024

Behind the Scenes: Unveiling the Success of SPAR Leadership Summit 2024

In 2022, SPAR Inc., a prominent global brand and retail services enterprise and one of our valued long-term clients, approached us with a compelling proposition: to organize a Leadership Summit to kickoff 2023. Their vision was a 3-day event featuring a series of presentations, interactive discussion groups, and ending with a dinner where everyone could unwind before their flights back home. 

The 2023 SPAR Leadership Summit turned out to be a huge success for both SPAR and our team. When SPAR came to us towards the end of 2023 proposing round two in early 2024, we were thrilled and inspired to elevate the experience to even greater heights.

Planning an event is no small feat, especially when it involves a longstanding client relationship with a global powerhouse like SPAR. With a guest count exceeding 50 guests, surpassing the previous year’s attendance, the scope of the event expanded to encompass not only SPAR’s US executive team, but leaders from their Canadian branch as well.

Where To Begin?

Drawing inspiration from the success of 2023’s event, we leveraged existing print collateral as a springboard for this year’s event. Knowing we had some evergreen items to reuse, one of our initial priorities was establishing a visual identity for the event. Working closely with SPAR, we developed a logo that embodied their core message to the teams and laid the foundation for the event’s overall aesthetic, while still being versatile enough to seamlessly integrate with the existing collateral we were able to reuse from last year. The logo’s design also served as a cornerstone for the rest of the event materials we’d be creating.

Those items included updated directional, informational, and inspirational signage as well as swag bags. The swag inside included an embroidered sweatshirt and a notebook complete with a map of the venue, letters from the CEO and other executives, as well as a section to take notes throughout the event.

There was another crucial project at hand - creating inspiring videos from SPAR executives to play at the event. 

Getting ahead on this particular project right from the start was a pivotal first step in ensuring the success of the event and bringing SPAR’s vision to life. 

Location, Location, Location

SPAR wanted to utilize the same space that was used in 2023: Hilton Norfolk The Main. Why? 

☑️ Having collaborated with them on the same event last year, the staff is not only acquainted with us but also well-versed in the proceedings of the event. 

☑️ It’s located right in Downtown Norfolk which is close to our office location and filled with a plethora of dining options for dinner on the final night of the event.

☑️ The Main is also on the same street as Copy Connection - our go-to printing company for quick, professional printing. 

☑️ The building offers a trifecta of amenities - a stunning, upscale hotel, several dining options, and ample event space. As both a hotel and an event venue, attendees can rest assured they won’t have to concern themselves with traveling between multiple locations.

While Downtown Norfolk and The Main have an array of dining options, we encountered challenges in securing venues willing to accommodate our needs, including closing off sections of their restaurants and providing catering for our sizable number of attendees. We were able to secure Towne Point Club as the destination for the wrap-up dinner, with wine brought by Ron Lutz, a Sommelier and SPAR’s Global Chief Commercial Officer, and entertainment provided by Astro Event Company.


From organizing the registration desk to coordinating interview sessions and managing the plethora of other logistical tasks, our team was fully engaged, all hands on deck, ready to adapt to any situation that arose, and committed to ensuring that every aspect was to SPAR’s liking. It was so great to see the event come to fruition!

We’re grateful for the opportunity to collaborate with such an esteemed organization and are excited about the possibilities that lie ahead. Together, we’ll continue to push the boundaries of what’s possible and create events that inspire, engage, and leave a lasting impact on all who attend.

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