Dal-Tile needed a partner to create an epic experience to celebrate 70 years of success while firing up its sales teams about the future.

Business Challenge

Big Red Rooster needed to design a look and feel, as well as execute the experience for Dal-Tile’s annual National Sales Conference in Las Vegas. Building on the history of the business and celebrating its 70th year, the Shine On platform emerged as a way to celebrate the brand’s platinum year. Previously the sales meeting was a basic review session; Shine On transitioned their old format into a future-forward dynamic opportunity for networking and growth.


We created an event theme and the branding to capture the 70-year milestone. We designed every touchpoint from pre-event to post follow-ups. We also wrote and developed all content for general sessions and breakouts and provided experience engagement ideas.

Interested in learning more about this project and other work? Get in touch