By Heather Stone, Senior Correspondent
On June 10, 2025, Starbucks commenced its much-anticipated Leadership Experience event in Las Vegas, assembling more than 14,000 store managers and regional leaders from across the United States and Canada. This large-scale leadership event, the company’s first since 2019, marks a key milestone in its ongoing “Back to Starbucks” turnaround strategy. The immersive experience is designed to energize and empower Starbucks leaders with renewed purpose, actionable insights, and a collective sense of mission.
A Landmark Gathering of Starbucks Partners
The event, held at the Thomas & Mack Center in Las Vegas, reflects the company’s commitment to reinvigorating its internal culture and operational excellence. Store managers, often referred to as the backbone of the company, were front and center as Starbucks unveiled a series of initiatives aimed at restoring its foundational values.
This Leadership Experience serves as both a reunion and a relaunch. It is a chance for thousands of partners to reconnect in person, share stories of resilience, and unite under a refreshed company vision. Over two intensive days, attendees are participating in interactive workshops, keynote addresses from senior executives, and hands-on experiences with Starbucks coffee heritage.
Showcasing Global Talent: The Barista Championship
A key highlight of the event is the inaugural Starbucks Global Barista Championship. From June 9 to 11, twelve exceptional baristas from around the globe have gathered in Las Vegas to compete in this prestigious competition. These partners represent regions as diverse as Asia Pacific, Latin America, Europe, the Middle East, and North America.
The competition emphasizes the heart of Starbucks: the craft of coffee and the connection between baristas and their customers. Contestants demonstrate their skill in storytelling, drink preparation, and hospitality, offering a global showcase of Starbucks’ commitment to excellence. For many partners in the audience, witnessing the championship is an emotional and inspiring moment, reinforcing their pride in wearing the green apron.
Leadership Insights and Renewed Vision
Throughout the Leadership Experience, executives are sharing the company’s strategic vision for the future. At the core of the message is a return to basics: great coffee, genuine connection, and operational excellence. By focusing on the in-store experience and simplifying procedures for baristas, Starbucks aims to enhance customer satisfaction and partner morale alike.
Leaders are being urged to prioritize authentic customer service and efficient store operations. Among the changes discussed are new systems to reduce wait times, reintroductions of in-store amenities like ceramic cups and condiment bars, and a reemphasis on customer interaction over automation.
This back-to-basics approach is intended to make stores feel less transactional and more like the community hubs Starbucks was originally known for. Managers are encouraged to take these learnings back to their stores and inspire their teams to lead with heart and purpose.
Investing in People and Culture
This Leadership Experience underscores the company’s belief that its people are its most valuable asset. By investing in store managers and regional leaders, Starbucks is signaling a long-term commitment to partner development and cultural cohesion.
Sessions at the event are designed not only to teach but to uplift. From leadership panels to interactive training modules, every element is crafted to remind partners of their vital role in shaping Starbucks’ future. Managers are also given opportunities to network, reflect, and recognize each other’s achievements.
One of the recurring themes is pride—pride in craftsmanship, pride in community, and pride in being part of a company with a purpose. The event seeks to reignite that emotional connection and reaffirm the trust placed in frontline leaders.
Looking Ahead
As Starbucks continues to adapt to a rapidly changing retail landscape, gatherings like the Leadership Experience offer a compass for the road ahead. This event is more than a meeting; it is a movement. A movement to restore, refocus, and rejuvenate the Starbucks experience at every touchpoint.
Partners return home not just with new tools and techniques, but with renewed energy and a shared vision. The Leadership Experience in Las Vegas is a bold step in Starbucks’ journey to redefine leadership, elevate partner pride, and reconnect with the communities it serves.
In every session, workshop, and competition, one message resounds: Starbucks is back, and it’s better together.
