Minute Maid – Event Planning


Event Overview
Client: Minute Maid Business Unit (MMB)
Industry: Retail
Occasion: Week of Events Celebrating Minute Maid’s Corporate Headquarters Move to Sugar Land, Texas
Theme: The Future of Our History
Events:

  • Family Day Open House — “The Future of Minute Maid Tomorrow”
    Attendees: Minute Maid employees and family members
  • Business to Business Open House — “The Future of Business”
    Attendees: Vendors, city officials, fellow tenants, merchants and business affiliates
  • City Council Presentation — “The Future of Sugar Land is Orange”
    Attendees: Minute Maid Ambassadors and City Council
  • Community Park Clean Up — “The Future of Our Community”
    Attendees: Minute Maid Ambassadors and Sugar Land Parks and
    Recreation representatives
  • Minute Maid Presents “The Magic of Orange” Light and Magic Show
    Attendees: Minute Maid employees and over 2,000 families from the
    Sugar Land community
  • Dream League Field Dedication — “The Future of a Healthy,
    Active Lifestyle”
    Attendees: Houston Astros Owner Drayton McLane, Astros Pitcher
    Brandon Backe, Mayor of Sugar Land James A. Thompson, and Dream
    League friends and family

MMI Strategy and Implementation
MMI recommended and implemented a week-long series of special events to celebrate Minute Maid’s Corporate Headquarters move to Sugar Land. This provided an ideal opportunity to host impressive and memorable events to excite employees about the move, involve Minute Maid in its new community, and position Minute Maid as Sugar Land’s home-town juice brand.

MMI coordinated and managed all aspects of the events, including:

  • Concepting event themes
  • Creating and distributing a three-dimensional event invitation and signage
  • Coordinating and securing entertainment
  • Creating tradeshow-style banners
  • Selecting and overseeing the catering for the event
  • Handling décor
  • Coordinating, producing and managing event mementos
  • Generating media coverage

Event Results
All events were well attended and generated media coverage. Attendance for the community event, Minute Maid Presents The Magic of Orange, was expected to draw approximately 300-500 people from the Sugar Land community. More than 2,000 locals came to the show, yielding great awareness for Minute Maid.