Sometimes the name of an event can be one of its most defining characteristics, helping to shape its design, its marketing, its vibe, and, ultimately, its success. That has certainly been the case for Summer Brand Camp, an annual conference in Dallas for foodservice industry professionals working in human resources, marketing, and operations. Since its inception in 2010, organizers have incorporated camp-style elements to create an event that combines useful content with nostalgic fun.
“When we started this we knew it’s Dallas, Texas. It’s June. It’s hot. So we want it to be casual and fun. We didn’t want another conference. It’s the time of year when everyone gets to go to camp and we get to go to camp too,” said Joni Doolin, C.E.O. of TDn2K, a business intelligence provider for the foodservice industry and producer of the event. At the 2015 conference in June, more than 300 people from 85 brands such as Chipotle, Yum Brands, Whole Foods, and Chick-fil-A gathered at the Westin Dallas Park Central for a mix of educational sessions, community service projects, and networking, all focused on helping them communicate more effectively both with customers and within their companies.
The camp theme is evident in the dress code (shorts and flip-flops preferred), decor (faux forest backdrops and hammocks and Adirondack chairs for lounging), food (s’mores and a peanut butter sandwich bar have been on the menu), and in the way campers (not attendees) are divided into small groups known as “tents” that compete against one another in activities such as trivia contests and scavenger hunts. And, like traditional camp, organizers encourage attendees to stay connected year-round, reminiscing about what they experienced together and looking forward to the next event. “We have an incredibly engaged community. The #SBrandCamp hashtag isn’t just active for three days; it’s active year-round and an incredible way for our ‘campers’ to stay connected and continue the valuable conversations they had at camp,” said Sarah Atkinson, TDn2K’s director of marketing and communications.
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