Assistant Store Manager · Knoxville
Initiated and led the store’s May the 4th activation and developed the partner relationships behind it.
Initiated and led the store’s May the 4th activation and developed the partner relationships behind it.
Turning a merchandise launch into a store destination
I connected Disney Store’s Star Wars merchandise launch with May the 4th to give fans a reason to visit the store, engage with the franchise, and discover the new products. I developed the local activation concept and led the outreach needed to make it possible.
Budget constraints shaped the partnership approach. Working within Disney and Lucasfilm guidelines, I contacted Lucasfilm Fan Relations and coordinated 501st Legion participation through an approved volunteer path. I connected that partner coordination with mall communication, local promotion, and in-store launch planning.
Designing the event around store flow
The event had to work inside an operating retail store, accommodating visiting performers and an influx of fans while protecting access to merchandise and the guest experience. I planned guest flow, staff responsibilities, performer logistics, and the event schedule together, then coordinated the store team and visiting performers during execution.
Traffic and retail impact
Attendance exceeded the original projection of 500 guests, bringing increased store traffic and engagement during the merchandise launch. The activation connected the appeal of a live Star Wars experience with the products guests could explore in the store.
From May the 4th to Regal collaborations
The work with Lucasfilm and the 501st Legion opened the door to further movie-release collaborations with Regal Theaters. I extended the partnership into merchandise displays at three high-volume local Regal box offices, using movie merchandise available exclusively through Disney Store, along with Disney Store signage.
That placed the store’s exclusive products in front of moviegoers and connected the theater experience with a reason to visit Disney Store. The relationship continued beyond a single activation, creating further opportunities for coordinated local promotion.