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Case Study - Morningstar
- Jamie Billow
- Jan 30
- 2 min read
Updated: 6 days ago
Background and Objectives
How did Morningstar’s employee appreciation event come about?
We were approached by the executive assistant to the CEO from Morningstar. They wanted to create an employee appreciation day for their local team to drive engagement and team appreciation.
What did Morningstar want employees to experience during the event?
The primary objectives were to create a unique and engaging experience that featured multiple food and dessert options where employees could enjoy several options.
Target Audience
How many guests were you planning for, and who was attending?
The client approached TFTH&EE directly through our website and submitted a quote request through the 17hats link on our site. The plan was to create an event for approximately 500 guests.
Was the event built for different groups or guest segments?
See above - the client was not targeted by a marketing campaign.
Strategy and Planning
What was your overall approach to designing the experience?
The overall strategy was to provide a second-to-none experience, delivering high quality experiences to associates around the clock through a single, dedicated team to coordinate monthly themes and provide inspiring recommendations.
Measuring Success
How did you define “success” for this event?
Success was measured by long-term results: this became Morningstar’s most anticipated internal event of the year and they requested our services annually for five years, with attendance consistently outpacing expectations.
Challenges and Obstacles
What were the biggest planning challenges for this event?
The client selected an open, public plaza to host their event. This created a challenge to privatize the plaza temporarily to ensure that the client and their guests received a great event experience, just for their team. The other main challenge was the need to provide fast service for several hundred guests to enjoy multiple food and dessert options.
How did The Food Truck Hub solve those challenges on-site?
As the sole planner and supplier for the event, our team designed the full site plan, which included the delivery and installation of barriers that effectively sealed an event space that was approximately 31,000 square feet. We created a menu representing several cuisine options, including vegetarian, vegan, and gluten-free selections that provided unique flavors. The event also balloon decor, which welcomed guests into the event, passing through our brand ambassadors at the registration table to verify participation. We provided on-brand linen colors for highboy cocktail tables, picnic tables for seating, and a beverage station. To complete the experience, service staff were provided to support the event set-up and flow. Each subsequent year featured a top DJ/emcee to bring more excitement and energy.
User Feedback and Sentiment Analysis
What did employees and leadership like most about the experience?
N/A - This was the top event of the year for the company and they have requested our services each year since, with attendance always outpacing expectations.
What feedback did you hear most consistently?
Great feedback on the food, service, and experience.
Budget and Resources
What investment level did it take to produce this event?
Approximately $50,000 and growing.
Case Conclusion
What’s the biggest takeaway for companies planning a large employee appreciation event?
TFTH&EE completed 5 full years of partnering with Morningstar by exceeding expectations, creating new menus, and introducing new opportunities.
