Corporate Strategy Event
Sunbelt rentals energizes for the future
Sunbelt Rentals hosted a company-wide, two-day conference to unveil its 4.0 strategy while celebrating employee achievements from the 3.0 era—marking its first large-scale gathering in four years. Amid shifting industry dynamics, evolving technology, and changing customer expectations, the event served as a pivotal moment to align the organization around a renewed vision and shared goals. Jack Morton was engaged as the turnkey partner, leading strategy, creative, branding, and full-scale execution to deliver an immersive experience that reflected Sunbelt’s culture at every touchpoint. Hosted across two iconic Atlanta venues—the Georgia World Congress Center and Mercedes-Benz Stadium—the event combined a dynamic General Session with an expansive Exhibit Hall showcasing cutting-edge equipment, innovation, and future-forward thinking.
At the heart of the experience was the groundbreaking “Anytown” exhibit—an immersive, small-town America concept that brought Sunbelt’s diverse product lines and revenue streams to life through interactive vignettes, demonstrations, and themed environments, from a grocery store to a music festival. The hands-on approach fostered emotional connection and reinforced brand messaging in a relatable, memorable way. The General Session at Mercedes-Benz Stadium amplified the impact, featuring one of the largest LED stage builds ever installed in the venue, with a 100′ x 33′ LED wall flanked by two towering side screens. Through cinematic motion graphics, storytelling, and multimedia content, Jack Morton unified employees around the 4.0 vision—delivering a bold, high-energy event that inspired pride, collaboration, and momentum for the future.
THE IMPACT
Jack Morton’s ability to successfully execute a large-scale event speaks volumes about the team’s dedication, creativity, and capabilities. From concept development to logistics management, every aspect of the project was approached with professionalism and attention to detail, ensuring its success from start to finish.
The event welcomed 5,000+ Sunbelt team members from the U.S., Canada, and the U.K., including managers, sales teams, senior leaders, and board members., This audience represented a blend of seasoned veterans and eager newcomers. In addition to the internal audience, the event drew over 100 investors, providing a compelling opportunity to showcase Sunbelt’s unique culture and differentiate it from competitors.
“The Jack Morton team has done a phenomenal job in making sure that we met all of the criteria and brought the excitement, brought the features and made it so that the team members walking this show floor can immerse into something they’ve never seen before. It’s been something I’ll remember forever. “
– Critical Service & Integration, Senior Manager, Sunbelt Rentals
“The experience working with Jack Morton was unbelievable! I think we have elevated each other; I think we challenged each other. It’s been a turnkey solution, and we are very happy with the outcome.”
– Territory Fleet Manager, Sunbelt Rentals
