Buzzing Together for Change

In celebration of our ongoing collaboration, we sat down with Delaware North, a global leader in hospitality and entertainment, to explore their journey with The Bee Cause Project and the impact of our “Bee the Difference” campaign. From innovative guest experiences to environmental stewardship, Delaware North is setting a powerful example in corporate responsibility. Here’s an inside look at the heart of this partnership, in their own words:

The Partnership & Vision

The Bee Cause Project: What first inspired Delaware North to partner with The Bee Cause Project, and how does this partnership align with Delaware North’s broader sustainability goals?

Delaware North: It started with a conversation about how to create an experience for our guests across the enterprise that is unique and raises awareness about the importance of bee pollinators to our food and beverage operations. This campaign aligns with Delaware North’s corporate social responsibility strategy pillars, specifically, ‘Our Environment’ and ‘Our Communities’.

The Bee Cause Project: How do you see this partnership evolving in the future?

Delaware North: There are opportunities to leverage additional partnerships with suppliers and offer food options that compliment or pair with the promotion. In addition, we can update the messaging and interactive experience using technology.

Success of the “Bee the Difference” Campaign

The Bee Cause Project: The 2024 “Bee the Difference” campaign has been a tremendous success, raising over $20,000 for pollinator education in 2024. What do you think were the key factors that contributed to the success of this campaign? 

Delaware North: We had the right people and partners aligned to support. Engaging our team members and partners for support, aligning with The Bee Cause Project, a reputable nonprofit organization to raise funds for an important cause. Allowing ample time to plan, developing creative messaging, bringing in technology for messaging and an interactive experience, engaging and incentivizing team members to understand and support this campaign.

The Bee Cause Project: Were there any specific locations or activities (like the craft cocktails or the interactive augmented reality experience) that you felt resonated most with guests? 

Delaware North: Definitely! Having two offerings, the Bee’s Harvest Margarita and the Bourbon Bee’s Knees, provided options to guests. Also, the interactive augmented reality experience was a unique way to engage with the guest.

Engaging Guests with Pollinator Education

The Bee Cause Project: Delaware North is a global leader in hospitality and entertainment, reaching millions of guests. How did the educational components of the campaign (e.g., trivia, AR, social media sharing) enhance the guest experience and their understanding of pollinators? 

Delaware North: Technology was critical to accessing the educational components through the augmented reality experience. This led to some interesting data points. For the augmented reality experience: there were 41,000+ loads on the website, 18,000+ and 233 plays on Instagram. Average time on the Instagram filters was 3 minutes and 47 seconds. There were 6,306 scans of the QR code located at the point of sale.

Corporate Responsibility & Influence

The Bee Cause Project: As a company with such a large presence in the hospitality industry, how does Delaware North hope to influence other companies to take action on environmental issues, particularly pollinator conservation? 

Delaware North: We hope that our leadership and creativity is noticed by others in the hospitality industry to understand the connection and amplify the importance of bee pollinators to the food and beverages that are being served.

The Bee Cause Project: What advice would you give to businesses looking to start their own campaigns to support environmental causes? 

Delaware North: Bring in culinary, operations, marketing, procurement, sustainability, communications and other key stakeholders to understand the “why” and begin collaborating. Being thoughtful, intentional and aligned is important to support an environmental cause. We looked to the company’s vision, values, purpose, and CSR approach and aligned with what we do best – and that’s to delight our guests. We also took time to find a nonprofit organization that could benefit from the funding generated from the campaign.

Creating Lasting Impact

The Bee Cause Project: Beyond the immediate results of the campaign, such as the funds raised, what long-term impact do you hope Delaware North’s efforts will have on pollinator awareness and education? 

Delaware North: It’s all about people. That our team members, guests, clients, and others in the industry take notice to understand direct connection that pollinators, specifically bees, play to our everyday lives. They may be small and mighty, but they are responsible for our food and beverage.

The Bee Cause Project: How do you measure the success of an environmental initiative like this beyond financial contributions? 

Delaware North: Team member, guest, and client feedback. When we started this two years ago, we received positive sentiment about the campaign and thought – why not expand and improve upon an important initiative with engaged partners for a good cause?

Employee Engagement

The Bee Cause Project: Delaware North’s team members played a vital role in the campaign’s success by acting as environmental stewards. How did you engage and inspire your staff to get involved in promoting pollinator education and awareness? 

Delaware North: We created resources (i.e., signage, FAQs), integrated technology into the experience, and offered incentives to team members who sold the most drinks. This is a relevant topic to our business and team members, especially managers and frontline staff. Simply put, we made it fun!

The Power of Partnerships

The Bee Cause Project: Your partnership with The Bee Cause Project has clearly created a powerful synergy. What do you believe makes for a successful partnership between a business and a nonprofit organization? 

Delaware North: Alignment on vision, values and cause. We worked closely together to create a campaign that was meaningful to our organizations, while keeping the guest experience, team members, and clients top of mind.

The Bee Cause Project: Are there any specific elements of working with The Bee Cause Project that you feel have made the partnership so impactful? 

Delaware North: They were all-in to support the campaign. They were present and always there to support. Their expertise, resources, and credibility made for a strong partnership and the results demonstrate that impact.

Looking Forward

The Bee Cause Project: What’s next for Delaware North and its environmental initiatives? Are there any future campaigns, expansions of the “Bee the Difference” campaign, or new environmental efforts on the horizon? 

Delaware North: This year, GreenPath, Delaware North’s environmental sustainability platform, celebrated 25 years. This gave us time to reflect and plan for future initiatives with a focus on reducing and managing impact in the following areas: supply chain (single-use packaging), waste (food), energy and emissions, water and the built environment. To make progress, we will continue to leverage our team members and relationships to continually improve.

Supporting Pollinator Ecosystems

The Bee Cause Project: How has working with The Bee Cause Project enhanced Delaware North’s overall commitment to sustainability, particularly in terms of protecting pollinators and their habitats? 

Delaware North: This work translates into the communities where we operate by volunteering with local organizations to remove non-native species and plan pollinator gardens.

Message to Other Companies

The Bee Cause Project: What would you say to companies who may not have environmental initiatives in place but are thinking about starting? 

Delaware North: Don’t wait until it is perfect. Focus on priorities that can have the biggest impact, yet start small to prove out and gain traction. Engage people early on and communicate the ‘why’. What benefits, both for the planet and the business, can come from such initiatives? We engage more people to understand and do their part to reduce their environmental impact at work and at home. This can ignite other ideas and advocacy for sustainability which benefits the planet and the business.

Personal Connection to the Cause

The Bee Cause Project: On a personal level, what has been the most rewarding part of working on the “Bee the Difference” campaign and partnering with The Bee Cause Project?

Delaware North: To see how a group of people can come together to create a unique experience in hospitality that is rewarding and impactful. When we engage people and raise awareness about important issues, we can make a positive impact.