Girl Scouts of the USA (GSUSA), the world’s largest organization for girls with 3.2 million members, contracted Kellen to assist in the planning, management and production of its triennial national convention. The event attracts close to 7,000 attendees from 147 countries and is GSUSA’s largest membership driver. The week-long program included an awards show, exhibit hall, eight conferences, themed dinners, and special social events for the GS members. Within the convention was the National Council Session, at which the new national board and president were elected.
The group’s newly assembled conference planning team was looking for a partner to provide necessary operational support to ensure the convention achieved its primary objective – the continued growth of the Girl Scouts movement.
The 2014 convention was held at the Salt Palace Convention Center, utilizing eight convention hotels and featuring special guest speakers such as Ann Romney, Robin McGraw, Alison Levine and Michele Norris. A host of other VIPs and personalities featured on the program, including a video welcome from Michelle Obama. Kellen drew on its deeply rooted connections within the event production industry to design an audience experience that would reignite the passion for GS across the globe. The convention included a state of the art main stage production featuring pyrotechnics, flutter-fetti and a themed event “countdown” built for the opening ceremony. The audio-visual technology included video mapping and digital animation, all recommended and managed by the Kellen team.
Kellen coordinated with ONstage Productions to manage the crew of 120+ AV technicians required for all of the sessions, break-outs and main stage live events. As the scope of the work grew, Kellen’s experienced meeting planners provided training and support to further assist the new GSUSA conference planning team.
The convention was an overwhelming success, rated as the best yet it achieved a satisfaction score of 97%, up 10% from 2011’s event. Most importantly, the event allowed GSUSA to reconnect, recruit and deepen its ties to the international GS community, ensuring the movement continues for years to come.