"Meeting individual and collective needs."
The Green Mountain Coffee Roasters Visitor Center on opening night; GMCR's Paul Comey introduces Governor Douglas.
Case Study - Green Mountain Coffee Roasters' Visitors Center
Green Mountain Coffee Roasters, Inc. (www.GreenMountainCoffee.com) is a recog-
nized leader in the field of specialty coffee and the emerging practice of corporate
social and environmental responsibility. In 2006, Business Ethics magazine ranked
Green Mountain Coffee Roasters #1 on its list of "100 Best Corporate Citizens" and
CEO Robert Stiller has been named Forbes magazine's "Entrepreneur of the Year."
Green Mountain Coffee Roasters (GMCR) and The Green Mountain Coffee Roasters
Foundation supported the renovation and restoration of an important community
landmark-a historic railroad station in downtown Waterbury, Vermont where
GMCR is headquartered. Their vision: to create a visitor center where the public,
the local community, GMCR business partners, and others could learn about the
GMCR story, global coffee communities, and enjoy a great cup of coffee.
Green Mountain Coffee Roasters retained The Resource Network to bring this
complex and strategically important project to life.
Strategic Planning and Analysis: The Resource Network began by determining
three critical pieces of information: 1) What are the objectives of the visitor center?
2) Who is the audience for the visitor center? 3) What resources are needed to successfully bring the visitor center to life?
Through its Resource & Audience Audit process, The Resource Network conducted extensive research, including in-depth
interviews with key community and project stakeholders, in order to provide a clear picture of the existing assets and both
known and possible challenges to the project before work began.
Conceptual Design: The Resource Network refined the vision of what the visitor center
could and should be, with an eye not only toward opening day, but looking at how it should
evolve over time.
Budget & Implementation Planning: The Resource Network developed and managed a
detailed budget and implementation plan to deliver the project on time and on budget.
Resource Identification: A key success driver for the visitor center was identifying the
team that would bring the GMCR story to life through interactive design, engaging content,
and the thoughtful expression of ideas. The Resource Network assembled a world-class
team with the right mix of experience, perspective, and creativity to deliver a powerful audience experience through the visitor center.
Project Management: Throughout the project, The Resource Network's careful management
and reporting enabled work to proceed without burdening GMCR key staff. This process allowed the client to be as involved as they
wanted to be throughout the project's life cycle.
Results: The Green Mountain Coffee Roasters' Visitor Center tells the client's
unique story and the story of coffee and the world coffee community with intelligence, passion, and a wonderful sense of fun. Its opening in October, 2006
was met with expressions of pride and appreciation from Vermont's Governor,
the local community, Green Mountain Coffee Roasters' employees, and the CEO,
who proclaimed it an ASAP "must see" for every person in the company.