When a growing franchise decided they wanted to bring together their franchisees for the very first time, they turned to GoGather for support.
They wanted to host an event with over 225 of their franchisees from across the country, creating opportunities for connection and learning. Every detail mattered, from delivering a top-tier hospitality experience to creating a sense of community among franchisees.
That’s where GoGather’s expertise came in.
If you’re considering launching your own franchise convention and want to create a memorable experience for your attendees, keep reading!
In this article, we’ll dive into how we brought this franchise conference to life and how we helped our client overcome the challenges they faced along the way.
As our client’s business grew, managing their annual events became more challenging for their internal team. They wanted their first-ever franchise convention to be impactful but didn’t have the in-house expertise that an agency like GoGather could provide.
For years, their team had balanced event planning with their regular roles, but it was starting to feel like too much. They needed help to lighten the load and keep the event quality high without losing focus on their day-to-day work.
Naturally, there was some hesitation—especially from the team who had managed things in the past.
But we focused on building trust from the beginning, reassuring them that we weren’t there to take over. Instead, we wanted to collaborate, ease the pressure, and help turn their vision into reality.
Our client’s top priority was selecting a venue that embodied their commitment to hospitality.
They wanted their franchisees to experience high-quality service firsthand and leave with an example of how to deliver exceptional hospitality in their own businesses.
GoGather found the perfect venue for the event: The Phoenician in Scottsdale, Arizona, balancing the right capacity with the upscale ambiance the client had in mind.
Our goal was to make hospitality a tangible experience, allowing franchisees to feel the top-tier service they could replicate in their own locations.
By collaborating closely with the venue, we highlighted the importance of hospitality in franchise success.
This approach reinforced our client's brand values and also provided franchisees with a model they could take back to their own customers.
The client’s internal team was enthusiastic and hands-on, but having so many voices involved made decision-making difficult.
In previous years, this resulted in delays and even hotel attrition.
They needed a focused event partner who could help manage the details, guide strategy, and be decisive in their best interest.
GoGather stepped in as the lead event strategist, simplifying the planning process by centralizing decisions and reducing roadblocks.
Leveraging our event management expertise, we handled all venue negotiations, securing a credit in the contract that minimized financial risks, which was especially important to our client.
With GoGather managing all the moving parts, the client’s internal team was able to focus on their core responsibilities, knowing their convention was in capable hands.
Since the client plans to change their event location each year, they were open to options but wanted a setting that matched their active, outdoorsy brand.
They envisioned a mix of recreational activities and engaging experiences for attendees.
This year, the timing presented an additional challenge, as many golf courses were closed for reseeding, so we needed to find a venue with outdoor offerings that supported their vision.
This venue had everything the franchisees wanted: beautiful outdoor spaces, a fully operational golf course, and that touch of high-end hospitality that the owners wanted to showcase for their attendees.
Our project management team collaborated closely with The Phoenician to coordinate a fantastic lineup of activities, including a golf tournament, a pool party, and plenty of options like swimming, headshot sessions, and local excursions. We wanted to make sure there was something for everyone to enjoy.
Here’s a peek into what the 2-day event agenda looked like for franchise attendees:
Working with GoGather helped our client take their franchise convention to the next level.
From finding the perfect venue to ensuring every detail was handled, the event created unforgettable experiences for attendees.
Franchisees made valuable connections, enjoyed top-notch hospitality, and left feeling more connected to the brand than ever before.
Because of the success of this franchise convention, the client has chosen to partner with us again for their 2025 event.
We’re excited to build on the success of the first event and help them keep creating impactful experiences for their franchise community.
Ready to plan your next event? Let's talk about how GoGather can make your next franchise convention one you'll never forget.