Ace Hardware celebrates centennial with nationwide 'block party'
Ace Hardware is marking its centennial with a "100th Anniversary Block Party" nationwide. Scheduled for Saturday, June 29, from 11 a.m. to 2 p.m., at participating stores, the event promises to be Ace's biggest block party in history. Adding to the festivities, Ace Hardware is announcing offers for shoppers starting June 26, aimed at enhancing backyard BBQs, family gatherings and other summer fun.
For a century, Ace Hardware has sought to embody neighborly support, according to the company. To commemorate this landmark anniversary, each participating Ace store will transform into a bustling block party venue, complete with exclusive deals, engaging live demonstrations and family-friendly activities that promise fun for all ages.
"We're not just celebrating a milestone; we're celebrating a century of being part of every neighborhood we serve," says Kim Lefko, chief marketing officer at Ace Hardware. "Our 100th Anniversary Block Party and the special July offers are our way of inviting everyone to join the festivities, whether they celebrate with us in person at their local store or through great deals on everything they need for summer fun. It's our 'thank you' to the communities that have supported us for 100 years, and we're excited to make this celebration our biggest yet."
Promotions are available from June 26 through July 30, unless otherwise noted, according to the company.
Behind the scenes of the event
To share more context on how Ace is helping to prep its stores to pull of this nationwide initiative, Matt Flentge, Ace Hardware’s Director of Marketing Promotions, shared the following guidance and insights with HBSDealer.
Q: Has Ace ever done anything like this before, or is this a first?
Flentge: We have a long-standing tradition of being a cornerstone in communities nationwide, often hosting a variety of local events and celebrations. However, our 100th Anniversary Block Party is set to be our biggest block party in history. This event marks a significant milestone – celebrating a century of Ace being part of every neighborhood we serve.
Q: How are you/have you been communicating this initiative to stores?
Flentge: To communicate the 100th Anniversary Block Party initiative, we utilize established channels of internal communication, ensuring that every store is well-informed and equipped to participate if desired. This includes a variety of outgoing communication as well as dedicated resources on our intranet, all aimed at making this milestone celebration the biggest yet.
Q: Does Ace corporate provide any sort of training, support or resources for local stores to put on events of this nature?
Flentge: Yes, we provide comprehensive support for local retailers to host events like our Biggest Block Party. This support often includes tool kits and marketing materials, event planning guides, product support and customer engagement suggestions, such as games, giveaways and demonstrations that each store can use as warranted based on their location and unique customer base.
Q: Do stores generally see a bump in sales during these kinds of celebrations? If so, how much?
Flentge: Stores typically see an increase in sales during these events, though the exact amount can vary based on location, event execution and customer participation.
Q: What kind of metrics do you typically monitor for events of this nature to track progress or customer engagement?
Flentge: Aside from sales, we monitor several key metrics to track the success of events, including customer foot traffic, customer feedback social media engagement, event participation, conversion rates and brand awareness. By tracking these metrics, we aim to assess the overall impact of each event and identify areas for improvement in future initiatives. Our goal is to ensure we are hosting events that serve our communities in the best way possible for the next 100 years.
