The Store Manager Conference (SMC) is Sephora’s largest internal event, bringing together 700+ employees for 2.5 days of presentations, immersive experiences, and evening activities. Primarily for US employees with some global executives, it also features a brand tradeshow where 65+ brands showcase new products and education in preparation for the holiday season. The Sephora Store Managers Conference covered over 97,000 square feet for events, where HATCH expertly curated and organized sessions, activities, and evening affairs. As Sephora’s main production partner, HATCH was entrusted with designing and executing a memorable event for Sephora employees. The goal was to provide attendees with inspiring updates from senior leadership and brands, achieved through engaging activities, interactive sessions, and social gatherings. HATCH managed all aspects of travel for SMC, overseeing rooming lists, room blocks, uber codes, VIP check-in lounge, and shuttle coordination. This seamless execution ensured that all attendees had a smooth and efficient experience, from accommodations to transportation, contributing to the overall success of the event.
During the general session portion of the event, attendees were surprised with a new stage design — a rotating stage! Sephora executives took the moving stage with confidence, while inspiring and educating employees through industry updates. Speakers shared valuable insights to motivate and engage the team, while engaging the crowd with interactive moments. SMC 2025 welcomed two iconic women who embody beauty and strength, whom were revealed via turntable. Simone Biles shared her personal stories that deeply resonated with Sephora’s store leaders and their own journeys. Hailey Bieber, founder of Rhode and a true force in the beauty space, brought a unique look into her brand’s vision and the passion that drives it. Together, their presence created standout moments that energized and empowered Sephora’s store managers, reminding everyone of the impact they make every day, and the power of showing up with purpose and heart. Our HATCH family was honored to be the main production partner of this iconic and impactful event.
Check Out The Rotating Stage:
Our Responsibilities:
- Master Event Oversight
- Registration
- Website and App Development / Management
- Travel Management
- General Session Production & Execution
- Awards Show Production & Execution
- Onsite Staffing Management
- Graphics and Property Branding
- Decor, Florals & Furniture
- Master Install and Strike
- Operations and Logistics
