The Brief
Deliver an engaging experience for high-level executives attending the annual RBC Connect Leadership Summit. Align with the high expectations of the predominately male attendee base who value high-quality experiences. Develop and activate an opening reception and closing activation in pre-determined venues. Bring together a geographically scattered group to build relationships and network with one another.
Our Work
Design | Production | Logistics
We started with the attendee persona to better understand what would excite them. The mostly male audience of seasoned professionals are driven to deliver personalized, high-touch services to investment professionals. They’re detail-oriented, appreciate high quality, and are rewarded for efficiency in a competitive environment.
We built three thematic options around these insights: an upscale sports lounge to reflect their competitive nature, a refined billiards hall to align with their love of high-quality experiences, and a retro arcade experience to ignite nostalgia. This approach empowered the RBC team to choose the creative direction while ensuring the high expectations of their guests were met.
Once a concept was selected, we then focused on delivering an experience across the two selected venues: the Four Seasons rooftop terrace for the opening reception and the US Bank Stadium Mystic Lake Club Purple for the closing activation.
The Four Seasons terrace is located in the same building that houses the new RBC corporate office. To signal the strong brand presence within, we designed each space by immersing RBC’s signature blue and gold hues. A live guitar performance enhanced but didn’t detract from the networking conversations. And upscale catered treats, ranging from wood-fired appetizers to gourmet Minnesota-themed s’mores were included to give the out-of-town guests a sense of place and appreciation for Minnesota. The space was thoughtfully arranged with cozy seating vignettes to ensure guests’ focus was on connection without the distraction of navigating through crowded areas.
For the closing activation, we envisioned an elevated billiards club ambiance with a range of engagements. We designed multiple opportunities to converse with colleagues ranging from hamming it up during cheerleader photo ops to friendly competition over vintage games to sharing the experience of touring a world-class sports stadium. From the moment attendees arrived, they were immersed in an environment designed for connection and enjoyment.
The Experience
The RBC Connect Leadership Summit was an experience that exceeded all expectations. Attendees were buzzing with excitement at the opening reception at the Four Seasons rooftop terrace. Featuring culinary activation stations by The Four Seasons, an old-fashioned cocktail bar, specialty ice cream sandwiches, and an acoustic performance by Joshua J Schmidt, the evening of connection set the tone for the remainder of the leadership summit.
The highlight of the event was the offsite reception at the US Bank Stadium, where guests capped off the three-day summit with an evening of fun. Upon arrival, guests were whisked away through a tunnel of RBC blue-lit archways and through registration where they received a high-quality Woodchuck notebook with custom RBC branding.
Once they entered the Mystic Lake Club Purple, their eyes were lit up by the upscale billiards hall aesthetic with nostalgic fun and vintage games, like Buck Hunter and foosball. Guests were delighted to take tours of the stadium, complete with a photo booth with Vikings Cheerleaders, and a live DJ. Attendees ended the final night of the summit energized by connecting with colleagues, impressed with the experience, and proud to be part of an organization known for being best in class.
The event’s success was a big win for everyone involved. Our client claimed that the relaxed process allowed everything to come together seamlessly, with no surprises. We even impressed venue employees who were shocked at the transformation of their spaces.