7-Eleven was ready to elevate its flagship event, but was held back by a legacy “rinse-and-repeat” model with its previous general services contractor. Year over year, costs continued to rise while innovation stalled.
Compounding the challenge: the 7-Eleven Experience was relocating from MGM Grand to Mandalay Bay.
The brand needed a new partner who could deliver operational efficiency, creative reinvention, and a seamless transition, without exceeding the budget.
To reimagine the 7‑Eleven Experience, the team conducted a deep discovery process to assess goals, challenges, and future vision. The result: a strategic overhaul centered on innovation, engagement, and efficiency across four areas:
1. Immersive Redesign
Fern revamped the floor plan for better flow and storytelling, using custom wayfinding to guide 13,000+ attendees. The Store Support Resource Center was transformed into an interactive FlexFrame environment.
2. Enhanced Engagement
Wider aisles and a redesigned 7‑Eleven Collection store improved traffic flow and interaction—boosting sales by 20%.
3. Elevated F&B Experience
A redesigned 400-foot sample row reduced bottlenecks and created a more immersive tasting environment.
4. Smarter Resource Use
Simplified structures, local material redistribution, and updated logistics cut trailer use by one-third, lowering costs and environmental impact.
Through a thoughtful and collaborative partnership, Fern, an Nth Degree company, helped 7-Eleven break free from a costly “rinse-and-repeat” approach to trade shows.
By reimagining their exhibit strategy and streamlining asset management, we delivered measurable impact: overall show expenses dropped by 15%, storage costs were cut by 32%, and trailer usage for asset transport was reduced by a third, minimizing both logistical burden and environmental impact.
Most notably, these efficiencies contributed to a 20% increase in on-site retail sales of the 7-Eleven Collection, proving that smart planning and creative execution can drive both operational savings and stronger brand engagement.
Fern’s skilled labor force and project managers were deeply integrated into the execution team, leading booth assembly, teardown, and intricate on-floor logistics. Their attention to detail and adherence to tight timelines maintained both structural integrity and visual consistency across the expansive 35,000-square-foot venue. These operational efficiencies contributed directly to an overall 15% reduction in show expenses.
Fern’s skilled labor force and project managers were deeply integrated into the execution team, leading booth assembly, teardown, and intricate on-floor logistics. Their attention to detail and adherence to tight timelines maintained both structural integrity and visual consistency across the expansive 35,000-square-foot venue. These operational efficiencies contributed directly to an overall 15% reduction in show expenses.
