Work and strategies behind a centennial celebration with Christine Hall – Varsity Branding

Christine Hall is a regular Roundtable attendee and Varsity was happy to welcome her recently as a Roundtable guest presenter.  

Christine is an award-winning marketing director with more than 20 years of experience in community development projects and senior living. She’s also part of the team that turned the 100th anniversary celebration of Franke Tobey Jones into a case study in how to celebrate a centennial in style. She shared that winning formula (and more) in a recent Roundtable. 

RESIDENTS LEND A HAND

It became clear that Christine would be handling the centennial project alone, without additional support or extra budget—quite a daunting task. Realizing the need for extra hands, she decided to reach out to the residents, inviting anyone interested to join in and help bring the centennial celebration to life.

Christine’s vision for the centennial celebration came together with an ambitious and exciting scope of work. She planned to collaborate with the resident committee, Franke Tobey Jones Senior University, and the philanthropy department to pull it all together. The resident team included seven dedicated members, led by Redmond Barnett, a historian and museum curator.  

A CELEBRATION BASED ON FOUR KEY EVENTS

Christine and the team landed on four main events to serve as the centennial’s anchor celebrations. They’d kick things off on May 22nd—Frank Tobey Jones’ birthday—with a special centennial spring tea, building on the annual tradition they already hold. 

Then, the big celebration would come on the first Friday in August, when residents and their families gather for a festive picnic. This year, it would double as the official centennial bash. Following that, they’d host a special event for the Centennial Circle donors, celebrating those who’ve been key supporters. 

And finally, in October, the centennial would wrap up with a Senior Writer Showcase, a highlight from the Senior University program. Together, these four events would mark a year of celebration, reflection, and community.

100 STORIES & FRANKE TOBEY JONES DAY

Christine asked the committee if they’d stay on through the end of the year to tackle the next big question: deciding on the “Franke Tobey Jones 100 Stories”—the key moments and memories to highlight in honor of the centennial. Thankfully, they all graciously agreed, extending their commitment to help shape the story of the community.

Later, Christine collaborated with a PR company to craft a media plan and drafted a letter to request that Tacoma declare May 22nd as Franke Tobey Jones Day. With help from the committee and a former congressman’s endorsement, they sent the request to the mayor. 

THE CENTENNIAL CELEBRATION

The centennial celebration drew 350 guests, including residents, team members, families, and city representatives. With vintage cars, a caricature artist, and a swing band, it was a lively nod to the 1920s, all thanks to Life Enrichment Director Heidi White.

On August 19th, Christine hosted a small gathering to thank the centennial committee, presenting each member with a glass plaque in recognition of their dedication and hard work.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here

 

Subscribe to
Varsity Prime

Varsity has a podcast!

Our new podcast about longevity and aging offers fresh perspectives and interviews with industry leaders.