Branding
Senior Seminar Capstone: Planning the Coldwell Banker Celebration of Success – Luxury Edition
This project explores the full process of planning a large-scale recognition event for Coldwell Banker’s top agents. It covers research, budgeting, creative design, logistics, and strategy, all applied to a multi-day program at the Fairmont Kea Lani in Maui, October 26–29, 2025.
Explore the Planning Process
Planning Goals & Purpose
When I started planning, I wanted everything to tie back to a few clear goals. These goals helped me decide on the venue, schedule, budget, and even the smaller details.
1
Recruit
Show future top agents what being part of Coldwell Banker feels like and why it matters.
2
Retain
Strengthen agent loyalty by rewarding the top-performing 1% with an exclusive luxury experience that reinforces their value to the organization and creates memorable connections.
3
Refer
Make it easy for agents to connect with each other so they can build new relationships and referrals.
4
Rally
Celebrate the agents who stood out this year and use their success to motivate everyone else.
5
Reach
Create Instagram-worthy, shareable moments that extend the event's impact beyond those physically present, amplifying Coldwell Banker's brand message online.
These goals shaped all my decisions. By focusing on them, I was able to create an event that’s meaningful for the agents and also shows the bigger purpose behind the planning.
Choosing the Right Location: Venue & Destination Research
Choosing the venue was one of the most important parts of this project. After looking at several high-end options in Hawaii, I chose the Fairmont Kea Lani, Maui, because it was the best mix of value, accessibility, and overall experience.
Key Selection Criteria
  • Cost Efficiency: $419++ nightly rate with resort fee reduced from $50 to $20
  • Accessibility: Located 17 miles (30 minutes) from OGG Airport
  • Luxury Positioning: Hawaii's only all-suite and villa luxury resort.
  • Amenities: 22 acres on the ocean with a spa, three pools (including an adults-only pool), golf access, and cultural programs.
Negotiated Concessions
  • Free meeting space rental with a $65,000+ food & beverage minimum
  • 10% off catering and AV services
  • Five free VIP room upgrades

Alternative Properties Considered
Andaz Maui: More boutique feel, but rooms were much more expensive
Four Seasons Maui: Extremely luxurious but outside the budget range
In the end, the Fairmont Kea Lani gave me the best balance of luxury and financial feasibility. The property’s layout and amenities also made it a great fit for both business sessions and relaxation, which is exactly what this type of event needed.
Budget Planning
Using real figures, I built a plan that balances a luxury feel while staying realistic about costs. Overall, this budget shows how the event could stay on track financially while still giving guests a high-end experience.
$400,000
Total Budget
Overall financial framework for the entire program
$4,135.02
Per Person Cost
Average investment per attendee across all expense categories
$12,731.66
Identified Overages
Projected excess requiring strategic reallocation or additional funding
$12,839.48
Registration Revenue
Income generated from paid guest packages to offset costs
Guest Package Options
  • All Meals: $600
  • Full Package: $1,900 (room + meals + sessions)
  • Airfare: Attendee expense
Agenda Overview
The agenda was designed to balance structured sessions, networking, and downtime. This way, guests had time to connect, learn, and also enjoy the resort.
1
Day 1: Sunday, October 26
  • Guest arrivals and check-in
  • 4:30–6:30 PM: Welcome reception at Palm Court with appetizers and cocktails
  • Evening free for guests to explore dining options
2
Day 2: Monday, October 27
  • 7:00–9:00 AM: Networking breakfast with regional breakout tables
  • 9:00 AM–12:00 PM: General session with leadership presentations and guest speakers
  • Afternoon: Free time at the resort
  • Evening: Optional small group dinners
3
Day 3: Tuesday, October 28
  • 8:00–10:00 AM: Mastermind breakfast with peer-to-peer discussions
  • Afternoon: Leisure activities and excursions (golf, tennis, snorkeling)
  • 5:30–10:00 PM: Grand Finale Luau Dinner on the Polo Lawn with Hawaiian entertainment, recognition awards, and a toast (budgeted at $84,894.21)
4
Day 4: Wednesday, October 29
  • Continental breakfast
  • Guest departures with staggered airport transfers
The four-day flow kept a good mix of business sessions, recognition, and leisure, giving the event both structure and flexibility.
Experiences and Enhancements
To make the event stand out, I included a mix of activities, entertainment, and visual elements. These were chosen to give guests something memorable while also staying within budget.
Onsite Activities
Willow Stream Spa
Open daily with treatments inspired by Hawaiian traditions. Group bookings available with a $2,500 minimum.
Hawaiian Canoe Experience
Complimentary cultural activity with outrigger canoes and guides. $65 no-show fee applies.
Private Cabana Rentals
Rentals from $300–$700 per day, including snacks, sunscreen, and ice cream delivery.
Offsite Activities
  • Wailea Golf: Access to Gold, Emerald, and Blue courses with preferred tee times and Coldwell Banker-branded amenities
  • Tennis Club: Reserved courts with instruction available.
  • Snorkeling Excursions: Small-group trips to Molokini Crater with transportation included.
Entertainment Options
  • Barefoot Minded Duo: $5,235.60 (acoustic music for the welcome reception)
  • Taiko Drum Ensemble: $2,617.80 (opening performance for general session)
  • Jason Arcilla Duo: $9,947.64 (Hawaiian music for luau dinner)
  • DJ (Encore AV): $3,664.92 (after-dinner dance floor)
Photo & Décor Enhancements
  • Postcard Wall: $1,200 (interactive Hawaiian postcards with branding)
  • Surfboard Backdrop: $1,250 (photo station with professional lighting)
  • Floral Swing: $3,000 (hanging floral set-up designed for photos)
These enhancements added variety and gave guests more than just meetings and meals. They also created moments worth remembering and sharing, which helped extend the event’s impact beyond the actual program.
Branding and Creative Development
I wanted the event to have a consistent look and feel across every touchpoint. The branding and creative pieces I designed tied everything together and gave the program a polished, professional style.
Event Branding Examples
Gift Program Options
Custom Hawaiian Shirts
$36.95–$43.95 each with a subtle Coldwell Banker logo
Ray-Ban Experience
Custom fitting station with exclusive frames and on-site personalization
Tumi Luggage Activation
Premium bags with custom tags
Additional Gift Options
  • Custom scented candles: $7.50–$20 each
  • Stanley tumblers: 40oz drinkware with logo application ($330 for 500 pieces)
Creative Deliverables
  • Event Logo: Blended Coldwell Banker branding with Hawaiian visuals
  • Creative Assets: Magezine style that will be printed for guests and on the websiite
Every creative choice reinforced the event’s overall look while giving guests a memorable experience that felt thoughtful and consistent.
Communication Timeline
I built a communication plan to guide guests from the first invite through the end of the event. The timeline was designed to keep people excited, informed, and prepared without overwhelming them.
Pre-Launch Phase
June 18: Save the Date email sent to qualifying agents with a teaser video and highlights of the destination.
Registration Phase
July 30: Official invitation with registration link activated
Aug 6, 13, 20: Weekly reminder emails with information about activities and agenda
Sept 8: Final registration reminder emphasizing approaching deadlines
Confirmation Phase
Sept 12: RSVP & flight information submission deadline
Sept 25: Guest payment processing & hotel room block finalization
Oct 6: Comprehensive "Know Before You Go" email with logistics, packing suggestions, and agenda details
Follow-Up Phase
Oct 29: Post-event survey distributed via email
Nov 5: Survey completion reminder with link to professional photo gallery
Nov 15: "Save the Date" for next year's event sent to qualifying agents

Communication Best Practices
Each message in the timeline was planned with a clear purpose, moving from early excitement to final details. This approach kept guests engaged, informed, and confident about the event.
Each step had a purpose. Early messages built excitement, while later ones focused on details so guests felt ready. Post-event emails helped keep the experience going even after everyone left.
Challenges and Risk Management
An important part of event planning is anticipating potential problems and preparing solutions in advance. I outlined the most likely challenges and created contingency plans to ensure the event could continue smoothly if issues arose.
Operational Challenges
Flight Delays & Disruptions
Primary Plan:Flexible transportation windows with flight monitoring
Contingency: Extra staff at the airport to arrange transportation or lodging if required
Island Supply Chain Issues
Primary Plan: Ship décor and gifts three weeks in advance
Contingency: Pre-selected local vendors available for last-minute sourcing at negotiated rates
Budget Overages (+$12,731)
Primary Plan: Scale back floral activations in secondary areas
Contingency: Adjust gifting levels by separating VIP and general attendees
Environmental Challenges
Weather Interruptions
Primary Plan: Reserve indoor spaces such as the Royal Fountain Terrace and Hibiscus Room
Contingency: Adjust timing to avoid rain-prone hours using historical weather data
AV/Technical Failures
Primary Plan: Primary AV vendor with redundant equipment
Contingency: Secondary vendor on standby with a full rehearsal scheduled
Medical Emergencies
Primary Plan: EMT on-site during main functions
Contingency: Emergency protocol in place with staff training and coordination with local medical facilities
By preparing detailed contingency strategies in advance, I reduced the risk of disruption and helped ensure the event maintained both quality and consistency, even under unexpected circumstances.
Reflection
This project brought together professional event planning and communication theory. By applying concepts from my Communication Studies coursework, I created an event plan that is not only logistically strong but also grounded in how people connect, interact, and respond to experiences.
1
Media Effects Theory
Events such as the Celebration of Success can influence both attendees and those who see the content online. By designing shareable moments and digital touchpoints, the event extends its impact beyond the people physically present.
2
Narrative & Storytelling
Branding and experiential elements created a clear narrative of recognition and achievement. This approach helped attendees connect emotionally with the Coldwell Banker brand while also seeing their own success as part of a larger story.
3
Engagement Theory
The agenda balanced structured networking with organic opportunities to connect. By applying engagement theory, the event gave participants multiple ways to interact and build relationships.
Working on this project showed me how the theories I’ve studied connect to real-world event planning. Media effects shaped how I thought about shareable moments, storytelling guided the branding and design choices, and engagement theory influenced how I structured networking opportunities. Event planning turned out to be less about just logistics and more about understanding how people interact and respond to experiences.
Through this project, I showed how theories from my coursework can directly shape event planning decisions. Looking at the process through both a practical lens and a theory lens made the plan stronger and more intentional. It helped me see how communication concepts connect with real decisions about design, structure, and guest experience.
Capstone Conclusion
Research & Selection
I compared multiple venues across Hawaii, using clear criteria to select the best fit that balanced luxury with financial expectations.
Financial Management
I built a $400,000 budget and allocated resources across categories while planning for possible overages through contingency strategies.
Creative Direction
I developed branding and visual elements that aligned with Coldwell Banker’s identity while adding creative details to make the event unique.
Strategic Planning
I created an agenda that combined recognition, networking, and leisure while also preparing detailed risk management plans.
This project gave me the chance to bring together research, budgeting, branding, and planning into one complete event design. It challenged me to think about the creative details while also managing the logistics. I was also able to connect the theories I studied in class with practical decisions, which made the work stronger and more intentional. Overall, this project reflects how I have grown as a student and how I am preparing to move into professional work in event planning and communication.