In 2025, Starbucks brought together more than 14,000 coffeehouse leaders from across North America to their Leadership Experience event — an immersive, citywide event designed to build on the momentum of the company’s “Back to Starbucks” strategy. The event spanned multiple venues and the team was excited to deliver an experience that was bold, heartfelt and unforgettable.
The Mission
This citywide experience came with ambitious goals and a fast-moving planning cycle. The event required:
- Coordinating over 14,000 thousand attendees across multiple venues
- Managing complex logistics including travel, lodging, meals and entertainment
- Creating a seamless, branded experience that reflected the spirit and values of the organization
Execution of this event would require rapid coordination, scalable solutions and flawless delivery across every touchpoint.
The Solution
Starbucks partnered with Maritz to help bring their vision to life. Our role was clear: support Starbucks in delivering a flawless experience for their partners (employees). To meet the demand, we mobilized:
- 138 travel directors dedicated to the event
- A cross-functional team that issued 14,857 airline tickets, managed 14,323 hotel check-ins and distributed 12,575 prepaid cards
- A logistics crew that delivered 14,000 cups of coffee in under 5 minutes for the world’s largest coffee tasting
- A hospitality team that stuffed and distributed 12,820 swag bags
The Experience
From the kick-off coffee tasting to the final celebration, every moment of the Leadership Experience was designed to spark connection, celebrate culture and energize attendees. The atmosphere was electric and filled with thoughtful details, seamless execution and moments of genuine delight.
What unfolded wasn’t just a logistical success; it was a powerful expression of community and purpose.
The Impact
Despite a quick turnaround, the event team delivered a seamless, high-impact experience for thousands of attendees. This story stands as a testament to what’s possible when vision is matched with execution and when a team rallies together to transform bold ideas into unforgettable experiences.
One of our partners at Starbucks had this to say about working with the Maritz team:
I’ve worked with Maritz for years on events ranging in size from 25 to over 14,000. Nicole and her team are incredibly responsive, strategic, and thorough. They manage every complex, multi-faceted element of our programs — from early planning and layered logistics to seamless on-site execution — with professionalism and care. Their customer service and attention to detail are outstanding. Their negotiating power has consistently delivered the best value from hotels, venues, and airlines.
They do whatever it takes to ensure every program is successful, impactful and flawlessly delivered. I wouldn’t even consider taking on a complex meeting or travel-based program without them.
Francesca Peri
Vice President, Leadership Experience & Coffeehouse Operations
