Planning her first-ever conference (after years of running major corporate events, festivals, golf days, forums and fun runs), Nic Stockton, Ascott Limited, Group Events Manager, knew she needed to do something bold.

Something unforgettable.

Something that would surprise and delight an experienced, event-savvy audience.

But it also had to work — and she had to prove herself.

“It was the biggest gamble I took, but it gave me the greatest reward. I usually know every single detail of my events — but this time, I handed over full creative trust. And it paid off.”

With a franchise model that allows operators to own up to three properties, peer-to-peer networking is essential. These business owners need – and love – to compare notes and talk to each other. The experience needed to celebrate the 35-year milestone, strengthen relationships, and leave delegates excited to reinvest in the brand.

Nic’s event brief:
Keep the format fresh, immersive, and multi-day
Make the delegates — not the senior execs — the stars of the show
Do something Quest had never done before

Enter: SongDivision.
Nic remembers meeting Katy from the SongDivision team for a coffee. After a brief discussion and an immediate connection, the chemistry and understanding between the two was clear. “It was pretty simple in that moment to say yes!” says Nic.

Working closely with Nic from day one, SongDivision designed a dynamic 3-day experience that built energy and momentum across the event — starting with two musicians in the conference room and ending with a full-scale party band and anthem performance as a finale on the last day.

SongDivision’s approach ensured:
Seamless collaboration with Quest’s production and AV partners
Detailed run sheets, communications, and comfort for Nic as a first-time conference lead
A cohesive, ever-evolving musical experience — culminating in a custom Team Anthem that lives on to this day

“I had concerns at the start — would all the personalities on stage work together? But your team felt like our team. You had our back the whole way. I had the feeling that our business was important to you. And that counted for a lot!”

The success of the event was immediate and long-lasting:

• Stronger team connections were forged through the shared experience.
• Hierarchical barriers disappeared, allowing employees at all levels to get involved more equally.
• Employees felt a sense of ownership over the company values, making them more than just words.
• Positive energy and enthusiasm continued well beyond the event.

The results went further than anecdotal success—Popeyes UK saw measurable improvements in employee satisfaction levels following the event. “We ran our engagement survey two months after the event, and the results were phenomenal—our best ever, in fact. We even won a workplace engagement award! I can’t say that Team Anthem alone drove the uplift in our scores but it definitely had a positive impact,” says Matt.

Popeyes’ team retention scores already surpass industry benchmarks, and these scores remain a strong motivator for Matt and his team.

• Engagement scores are 6% higher than the hospitality industry average.
• Employee retention rates are 10% higher than the norm for the Quick Service Restaurant (QSR) sector

“You are truly magnificent at what you do, and on behalf of the entire Quest team, I can’t thank you enough for your invaluable contribution to the 2023 Quest Business Franchise Conference. We have certainly gained new friends through the opportunity to work with you.

Your patience and professionalism with us were superb … from the moment we first sat down together I knew we needed to work together, but I truly did not understand exactly how everything would work and the impact you would create until I saw it all come together. Working with SongDivision was the biggest gamble I took on this Conference and we have been rewarded endlessly! It was nothing short of remarkable – only yesterday did our Managing Director, say to me ‘We have our own song! What other franchisor has that?!’

Thank you again for your invaluable contribution to Quest Is The Best Apartment Hotels.”

This conference changed the game for Quest.

• • The song became a branding tool at their sales events
  • Event buzz drove a major uptick in sign-ups for the following year
  • Franchise Relationship Managers saw stronger relationships across the network
  • Business Events Perth — one of the key supporters — is still talking about it
  • Reinvestment in the brand was secured

As Nic reflects on that first conference, she’s proud not only of what they achieved — but how it felt. She recalls the sense of fun they all had and the fact it didn’t feel like hard work, at all!

Now she’s on a mission to hit that same standard with each annual conference and new event she manages.

“You know what? I always ask: Why are we doing this? What’s the story we want people to tell after? And with this one… well, they’re still telling it. They still sing that song in our offices today. That’s legendary.”