Case Study

Starbucks Coffee Company
Texas Art Museum Partnerships

Starbucks turned to The Powell Group to align them with locally relevant and brand appropriate non-profit partners to expand their visibility and strengthen their relationships in local communities.

The Dallas Museum of Art was looking to reposition the Museum as a late-night destination for all ages and was planning an after-hours event on the third Friday of every month. The Powell Group helped Starbucks expand its relationship with the Museum for the late-night, family-friendly event series featuring coffee tastings, as well as other dynamic programming and an annual free summer concert. On the heels of a successful partnership with the Dallas Museum of Art, The Powell Group helped Starbucks form a similar relationship with the Museum of Fine Arts in Houston. The Starbucks Music Series, a monthly after-hours event, was created.

Both event series exceeded Museum and Starbucks expectations, delivering valuable on-site brand exposure with a diverse audience. Starbucks received positive media coverage for its active sponsorship role in planning, implementing and drawing young people to the events. Starbucks received the Juror Award, an Obelisk Award, in September 2005 for the revitalization of downtown Dallas through the Late Nights program at the Dallas Museum of Art. Editorial coverage for the two combined events exceeded $600,000 and more than 11 million impressions. Starbucks has continued relationships with these two organizations, building on and expanding the event concepts that were an initial success. Today, Starbucks continues to replicate museum partnerships in the field nationwide.

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