(Image of: Sunbelt Rentals employees engage in networking and discussions at POWERHOUSE 2024, with the “Win the Day” theme prominently displayed on screens inside the Georgia World Congress Center in Atlanta.)
5,500 Gathered to Unveil Growth Plans and Explore Immersive Exhibits
by Mark Hebert, Exhibit City News
Sunbelt Rentals POWERHOUSE 2024 event in Atlanta brought together over 5,500 attendees, including employees, stakeholders, partners, and investors from the US, Canada, and the UK. The two-day gathering celebrated the company’s achievements and laid out future growth plans, aiming to inspire and motivate their sales force and branch managers.
Embracing “Win the Day”
Sunbelt Rentals embraced the theme “Win the Day,” reflecting the company’s dedication to daily excellence and client success. Erik McKinney, SVP of Creative and Strategy at Impact XM, emphasized the importance of a unique event identity. “This event needed to feel special, not just another company meeting. We wanted to create something that truly resonated with the Sunbelt brand but also felt fresh and inspiring,” said McKinney.
The event name, POWERHOUSE, was chosen to convey Sunbelt’s strength and legacy in the construction industry. “The name ‘POWERHOUSE’ speaks to the Power of Sunbelt, both in terms and solutions offered, as well as the collective power of their global network. It’s about building a legacy that lasts year after year,” said McKinney.
Bringing “Anytown” to Life
The immersive exhibit “Anytown” was a standout feature of POWERHOUSE 2024. Although the name was Sunbelt’s idea, Impact XM designed the vision and experience of Anytown. “Our job was to define what ‘Anytown’ means and bring it to life to showcase all of the client’s end markets where they are doing business. Sunbelt operates in diverse environments, from urban cities to rural towns. We wanted to represent all these different areas in a cohesive and engaging way,” said McKinney.
The exhibit covered over 300,000 square feet at the Georgia World Congress Center, showcasing more than 600 Sunbelt products across 26 business lines. Each zone in “Anytown” represented specific business units and real-world applications, such as hospitals, airports, and public works buildings. “People could spend hours going through zone to zone, learning about different aspects of Sunbelt’s offerings,” said McKinney.
A Complex Puzzle of Products & Experiences
Selecting and representing the products effectively was a complex task. “It’s like creating a big puzzle. We knew the areas we wanted to highlight and had to align the products with those areas. For instance, what equipment is used in a hospital versus an airport?” said McKinney. The exhibit featured everything from large excavators and bulldozers to small hand tools, each strategically placed to demonstrate their real-world applications.
Interactive elements were woven into the exhibit to enhance engagement. A giant Operation game in the hospital zone and a life-sized Battleship game in the shipyard zone were just a few of the engaging activities. “These elements provided deeper education and a bit of fun. We wanted to balance education with entertainment, ensuring attendees left with a memorable experience,” said McKinney. The Operation game, a larger-than-life version of the classic board game, was tailored to reflect business pain points instead of body parts, making it both a playful and insightful activity for attendees.
Creating an engaging attendee experience was a primary goal. The “Anytown” exhibit’s dynamic design and thematic elements created a wow factor. Lighting, graphics, and thematic props added to the exhibit’s dynamism. Learning areas and an innovation theater were also included to facilitate deeper engagement. “It was about utilizing every touchpoint to elevate the experience and tell Sunbelt Rentals’ story,” said McKinney.
Streamlined Coordination
Streamlining communication and coordination among multiple stakeholders and venues was crucial to the event’s success. Sunbelt’s dedicated experience team played a key role. “Having a singular team to work with day-to-day was incredibly helpful. We conducted stakeholder interviews and meetings with business leads from all 26 lines of business to ensure we understood their needs and challenges,” said McKinney.
This collaborative approach fostered a deep understanding of Sunbelt’s operations and allowed the Impact XM team to become true business partners. “It was about more than just designing an exhibit; it was about understanding their business to tell their story effectively,” said McKinney.
Positive Feedback
Feedback from various stakeholders highlighted the event’s success. The Georgia World Congress Center praised the exhibit, with some staff calling it the coolest thing they’d ever seen within Hall A. “Hearing such positive feedback from the facilities and other agencies was incredibly rewarding. It speaks volumes about what we accomplished,” said McKinney.
Despite the event’s scale, it ran remarkably smoothly. “I’ve been doing this for 25 years, and this was one of the smoothest executions I’ve ever experienced. It’s a testament to our production, fabrication, and installation teams,” said McKinney. Minor issues like adjusting screen content and assembling a Rube Goldberg machine were quickly resolved.
Professional Insights
For other event planners, McKinney offered valuable advice. “Listening is crucial. Understand the voices of key stakeholders and the audience you’re engaging with. Collaboration is essential, too. Ensure all creative disciplines work together to tell a cohesive story,” he said.
Building camaraderie within the team was another key point. “This was an 8 to 10-month process, with long days and weekends. Supporting each other through challenges was vital. Trust and relationships are the foundation of a successful project,” said McKinney.
A Vibrant Atmosphere
As attendees navigated through the expansive exhibit, they were greeted by the sight of bright green tractors, excavators, and other heavy machinery, set against thematic backdrops. The “Anytown” concept truly came to life, with areas dedicated to different environments where Sunbelt operates, such as construction sites, hospitals, and public works facilities.
In the entertainment section labeled “Anypalooza,” the festive atmosphere was palpable. Attendees mingled, shared experiences, and engaged with interactive displays. The combination of vibrant visuals and hands-on activities ensured that every moment was both educational and enjoyable.
For more information about Subbelt Rentals please visit sunbeltrentals.com.
