Case Study: Starbucks Ultimate Park Makeover

Starbucks Ultimate Park Makeover logo.

In June 2007, Starbucks’ commitment to local communities came to life in the White Center neighborhood of Seattle when the company invested $550,000 into revitalizing White Center Heights Park. Thanks to Starbucks’ support, in-kind and volunteer contributions from the community, and more than one thousand Starbucks employees, the 5.5 acre underdeveloped park site was transformed into a first-class community gathering place in just seven days.

FPN Events principal Val Motley managed this gigantic undertaking for Starbucks Coffee Company. Specific elements of the Ultimate Park Makeover (UPM) project included:

Managing relationships with key representatives of King County Parks and the White Center Community

Development Association to ensure all expectations were met.

Reviewing costs for all aspects of the project and making sure the project was within budget.

Organizing Starbucks’ employee and community volunteer participation, including event publicity, registration, communication, shift schedules, transportation and food/beverage needs.

Coordinating all major logistics during the week of the makeover, including parking, tenting, restroom availability and garbage pick-up.

Working with Starbucks’ advertising and public relations firms to determine communications needs and coordinate production of collateral materials such as signage, t-shirts, kids’ giveaways, etc. Val made certain that all marketing materials underwent Starbucks brand and legal review, and ensured timely delivery and distribution of materials.

Providing creative direction to the event photographer so proper images were recorded for use in UPM collateral materials.

Planning and executing two major events surrounding the project: Kick-off and Unveiling. The scope of work included creating a timeline and program, coordinating speakers, media involvement, food and beverage distribution, staging needs, A/V equipment, tenting, VIP talking points and activities for kids.

After nine months of planning and preparation, the Ultimate Park Makeover was enthusiastically dedicated at an unveiling ceremony attended by a crowd of more than 500, including 300 grade school students from White Center Heights Elementary. The event was a huge success and a great experience for the FPN Events team.