Coca-Cola collectors convention set for Springfield

A collectors club for a beverage with worldwide recognition is set to converge on Springfield for its annual convention. 

June 29 is the opening day for the 52nd national convention for The Coca-Cola Collectors Club, an international nonprofit dedicated to the collection and preservation of the beverage company’s branded memorabilia. The convention is primarily just for the organization’s membership, which exceeds 1,500 people, and is set to run through July 4 at University Plaza and Convention Center. 

It will mark the second time in the club’s more than half-century of existence that its annual convention will take place in the Queen City, officials say. The club previously held its convention locally in 2012.

Dana Maugans, vice president of sales for Visit Springfield, Missouri, said the estimated economic impact for the seven-day event is roughly $644,771. She said that estimate considers components such as the total attendees, their number of days in town and the amount of hotel rooms they occupy. Visit Springfield, formerly known as the Springfield Convention & Visitors Bureau Inc., is estimating 600 attendees and over 1,600 room nights over the course of the convention.

“This group happens to be here quite a while, and that makes a big difference over when it’s just a three-day or two-day group,” Maugans said, noting she helped secure the club’s return to Springfield, as well as its previous visit in 2012. “Usually groups, especially like this one, they like to move around the country, but we still call on them. We still call every year, a couple times a year. 

“I’ve continued to call this group every year, and then lo and behold, they came back,” she said, adding the commitment with the club was achieved over two years ago. 

Maugans leads a staff of four for the group sales and services team, which includes an event services coordinator. She said the organization is very proactive to draw groups and organizations for events and annual gatherings. Visit Springfield, which also manages the Springfield Sports Commission, assists with bookings through both organizations. Last year’s calendar included around 160 events with an estimated economic impact of over $49 million, according to Visit Springfield data. This year’s calendar projects 166 events and more than $56 million in estimated economic impact.

“When we talk about the event impact, we like to use the word estimated. We never say it’s going to bring in $650,000,” Maugans said. “It’s estimated based on the numbers that we have. Or it could increase, even be higher.”

In the club
Lori Langlois is publications director for The Coca-Cola Collectors Club and lives near Atlanta, the headquarters for the Coca-Cola Co. (NYSE: KO). She helps compile the newsletter for the club, which she said has more than 40 chapters worldwide, including ones in Japan, Norway and Turkey. 

“We have a lot of members that have been around for lifetimes, just like me,” said Langlois, 63, who has been in the club since she was 16. “I grew up with a lot of these people.”

It’s been a family affair for Langlois, who said both her father, mother and brother preceded her in club membership.

Pre-COVID membership exceeded 3,000, she said, estimating around 100 of the current 1,540 members hail from the Show-Me State. 

“Unfortunately, a lot of the members are passing away. I hate to say it,” she said. “We’ve lost several in our chapter, too. I’m the new president of the Atlanta chapter.”

Annual membership is $30 for those interested in receiving the newsletter electronically. The membership cost is $45 for printed versions in the U.S. and $65 for Canada. Aside from the national convention, club chapters host events throughout the year, such as Minnefest in Columbus, Minnesota, and Smokyfest in Pigeon Forge, Tennessee. 

Convention plans
This year’s convention will mark the 40th for Langlois, who said she also attended the 2012 edition in Springfield. Last year’s event was in Lexington, Kentucky. As its members pay their own transportation and accommodations, she said the negotiated price with University Plaza for $99 per night, which includes breakfast, was “very good.” She declined to disclose the organization’s investment to hold the convention. 

The event’s agenda includes live and silent auctions, a swap meet, seminars, parties and banquets. In addition to the members-only components of the convention, the club will host a special memorabilia sale open to the public on July 4. 

Sally Hargis, vice president and board chair for Ozarks Coca-Cola/Dr Pepper Bottling Co., said she will be a guest speaker for the club’s June 30 luncheon and is working with their planning team on a VIP tour for some of the convention attendees. Hargis said she and her father, Edwin “Cookie” Rice, former longtime CEO, attended the convention in 2012.

“We quickly learned they are a fun-loving group with a true appreciation for all things Coca-Cola,” she said via email. “During that visit, we had the privilege of sharing the history of our family business and how it has grown alongside Springfield and our broader Coca-Cola territory. It was a meaningful reminder of the connections that tie our story to the communities we serve.”

Hargis said the convention allows collectors and their families to bring treasured heirlooms and unique collectibles to share.

“Their visit not only celebrates Coca-Cola’s rich heritage but also provides a meaningful economic boost to Springfield – especially as they gather over the Fourth of July weekend,” she said.

Langlois said the Ozarks Coca-Cola plant tour will be awarded to the winner of a raffle during the convention. The tour is expected to be for 20 people, she said. 

This year’s convention takes place amid a unique trio of anniversaries, the 250th for the country, the 140th for Coca-Cola and the 100th for Route 66. The latter anniversary was an added attraction for this year’s event to be in Springfield, Langlois said. 

“I hope that they will really enjoy all of the new Route 66 sculptures that have been put in place and the enthusiasm for Route 66,” Maugans said, noting that includes Birthplace Plaza, a recently dedicated small park and tourist stop at the corner of Park Central East and Jefferson Avenue. “We have talked with them; they’re all excited about that.”

Maugans said Visit Springfield will supply a Route 66 banner to be displayed during the convention and is providing attendees with a visitors guide. Additionally, Maugans said she and Springfield Mayor Jeff Schrag will provide welcome greetings during the event. 

“We did help with some Facebook posts,” Maugans said. “They wanted to push attendance a little bit. So, our social media team here put together some posts that they could use to push out on their social media channels. And everything we do for the client like that, none of that costs them. That’s just a service that we provide to help bring in conventions and meetings, promote travel and tourism, which all creates an economic impact for Springfield.”

When it comes to securing events such as the Coca-Cola Collectors Club convention, Maugans said her sales team is very proactive. 

“We are calling on groups and organizations every day of the week pretty much and trying to get people to come and look at Springfield or return,” she said. “After the Coca-Cola group is gone, we’ll still continue to contact them and let them know we want to have them back.”