Girl Scouts of the USA

Embracing Change


Girl Scouts of the USA (GSUSA) contracted Kellen to assist in the planning, management, and production of its triennial national convention. The group needed a partner to provide the necessary operational support and strategic guidance to ensure the convention achieved its primary objective: continued growth of the Girl Scouts movement.


Kellen drew upon its deep event production expertise to design an audience experience that would reignite the passion for Girl Scouts across the globe. The convention utilized eight hotels and 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 leveraged and managed by our team. Kellen coordinated the management of a 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.


  • Flagship event attracted close to 7,000 attendees from 147 countries and is most significant driver of membership in GSUSA
  • Event allowed GSUSA to reconnect, recruit, and deepen its ties to the international Girl Scouts community, ensuring the movement continues for years to come
  • Featured VIPs and other well-known personalities, including a video welcome from Michelle Obama
  • Special guest speakers, including Ann Romney, Robin McGraw, Alison Levine, Michele Norris