GoGather partnered with a leading accounting firm to host their annual franchise conventions, starting in Orlando in 2023 and moving to Las Vegas in 2024. Each event brought together over 500 franchise owners and corporate managers, along with 40 sponsors and suppliers.
The event was packed with networking opportunities between sponsors and franchise owners, all geared toward boosting sales growth year after year.
Aligning Host Goals with Franchise Needs
To create a valuable franchise convention, we needed to hone in on what mattered most to attendees—many of whom are independent business owners personally investing their time and money to attend.
Since franchisees often cover their own travel and lodging, they expect a return on that investment, including:
- High-impact training
- Exclusive networking opportunities
- Direct access to corporate leaders and top suppliers
Our team worked closely with the client to ensure the event was designed with intention, offering real value through impactful training, practical resources, recognition awards, and a carefully curated speaker lineup.
Why Our Client Chose GoGather for a Fresh Approach
Our client, a leading franchise in the accounting industry, reached out to GoGather because they were ready for a change.
For over a decade, they had worked with the same event management agency, but over time, they felt their event was getting stale.
They’d started feeling like less of a priority—often passed off to junior event planners with limited experience and strategic insight.
What they wanted was a fresh approach and new energy for their franchise convention, and they came to us for that exact reason.
How GoGather Became the Perfect Fit
The client needed an event partner who could revitalize their annual franchise convention and deliver the strategic experience they’d been searching for. After meeting us and seeing our unique approach, they knew we were the right choice.
From day one, we’ve listened closely to our client’s challenges in planning franchise events and provided thoughtful, strategic solutions.
Here’s a closer look at how we helped them elevate their franchise conventions over the past two years.
Challenge: Elevating Event Planning for Franchise Success
For their annual franchise convention, our client needed a seasoned event planning team to handle all the moving parts.
With over 500 franchise owners, managers, and key sponsors attending, they faced the challenge of creating an engaging event that also supported business growth.
They needed experts to manage the complex logistics and ensure everything ran smoothly, freeing up their team to focus on the big-picture goals.
Solution: Full-Service Event Management
GoGather stepped in with full-service event management tailored to the client’s needs. Our project management team handled everything from:
- Site Management: Completed site visits and worked closely with the client to fine-tune the flow and logistics
- Housing: Managed the hotel room block and tracked attrition
- Venue: Organized the event agenda and worked with the onsite venue team to execute
- Set-up & Signage: Facilitated the set-up of all event signage, logos, banners, etc. throughout the venue
- Food & Beverage: Worked as a liaison between the hotel and the client, designing menus
- Vendor management: Coordinated local vendors for decor, florals, and entertainment
- A/V companies: Worked closely with the A/V team to deliver presentations and visuals for attendees
From welcome receptions to final night parties, they needed a partner who could enhance the experience for attendees each year, ensuring that every event felt fresh, impactful, and unforgettable.
GoGather made it happen.
Challenge: Optimizing Sponsorship Packages
Our client faced challenges with an outdated sponsorship model that wasn’t fully maximizing their revenue.
Their previous approach offered several low-tier sponsorship options, with limited engagement opportunities.
They needed guidance on how to condense their packages, increase sponsor value, and drive higher revenue while creating more meaningful interactions between sponsors and franchisees.
Solution: Strategic Sponsorship Package Design
GoGather helped refine their sponsorship levels by condensing them from seven options down to three, with a higher starting price.
During their 2023 event in Orlando, we also introduced a central hub and placed all meal and networking events on the tradeshow floor, giving sponsors even more interaction time with attendees.
The layout was so successful that it became a mainstay for the 2024 event in Las Vegas, delivering a more engaging trade show experience for everyone.
Challenge: Enhancing the Tradeshow Floor Experience
Our client wanted to revamp their trade show floor layout but initially planned to use a dimly lit, concrete-floored indoor space that felt uninviting.
GoGather reimagined the setup to offer a brighter, more appealing experience for both exhibitors and attendees.
Solution: Transformative Trade Show and Expo Layout
During our 2022 site visit, we spotted a tent in the parking lot area that could serve as the perfect trade show space.
By relocating the expo to this open, sunlit area, we turned it into a central networking hub, complete with lounge seating and branded sponsor zones.
This new layout created a natural flow for attendees, elevated sponsor visibility, and became a standout feature of the event, capped off with themed decor for the Halloween party on the final night.
The redesigned expo increased attendee interaction and created a lively space that met both attendee and sponsor needs.
Challenge: Strategic Signage and Branding
Their franchise convention had historically used generic signage and lacked cohesive branding throughout the event space.
Their branding was limited to sponsor logos, with minimal integration of the client’s marketing personality, which is known for being fun and tongue-in-cheek.
They needed a branding overhaul that would leave a lasting impression and align more closely with their marketing identity.
Solution: Immersive Branding and Storytelling
GoGather collaborated closely with the client’s marketing team to implement impactful branding.
Early in the planning process, we conducted a site visit to identify key opportunities for the marketing team to implement branding, optimize the attendee experience, and negotiate high-value areas within the hotel property.
By incorporating the client’s fun, cheeky campaign elements throughout the hotel and convention spaces, we transformed the event’s branding into an interactive experience that resonated with attendees.
Overall Results
Partnering with a franchise-based company means understanding how to make franchisees feel connected to the larger brand while delivering an experience that doesn’t feel like a corporate obligation.
Because the success of each franchisee fuels the company’s overall growth, making these conventions valuable is an investment in the brand’s future.
We collaborated closely with our client to reimagine their event with a focus on what these business owners truly care about:
- Sales-driven training
- Networking with fellow franchisees
- Relationship-building with top sponsors and vendors
Our client counted on us to bring fresh, creative ideas that would keep franchisees engaged and excited to return each year.
With such a successful outcome, we’re thrilled to already be planning their 2025 and 2026 franchise events!
Ready to plan your next event? Let's talk about how GoGather can make your next franchise conference one you'll never forget.
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