Jackson Project of the Week – Michelin Truck MCSN Partner Meeting

Jackson produces more than 300 events every year, so site selections, menu planning and finding the right balance between meetings and activities is second nature to our event and travel team members.

But what happens when the meeting is at the famed Pebble Beach Resort…and everyone isn’t a golfer?

“We knew going in that if the attendees didn’t like golf, then they probably weren’t going to enjoy this meeting as much as past locations like the Hawaiian Islands or Costa Rica, so we knew that we needed to create a ‘Bucket List’ type of event for all those involved,” said Jackson Event Director Julie Froehlich.

17155920_10154429233342517_141224517688164042_nWith that in mind, Jackson’s creative and events teams began collaborating on ideas to make the meeting a memorable one for all attendees—golfers and non-golfers, alike. Clever copy and inviting imagery set the tone on pre-event postcards and nightly gifts were delivered to attendee rooms to reinforce the message and memories. And private, fine dining excursions in nearby historic downtown Carmel helped bring to life an experience that most people do not get to do on their own.

One of the more memorable moments perhaps was hosting a Welcome Reception on the official Pebble Beach practice green where greats such as Jack Nicklaus, Tom Watson and Tiger Woods have practiced. The group participated in a fun putting obstacle course activity while a Scottish Bagpipe player appeared nearby.

Meeting attendees also saw an opening video that included a newly-created animation by the Jackson video team of Bib, Michelin’s mascot, swinging a golf club. The event also featured a mobile app that allowed attendees to keep abreast of the meeting schedule, others in attendance, descriptions of activities and directional maps.

So, were attendees impressed? Survey results show an overwhelming satisfaction with the event from the location to the balance between activities and meetings. One attendee responded, “I’m not a golfer, but I totally enjoyed the event and am thankful for the invitation.”