NEW SUNRISE’S ICEWORKS 26 CALLS ON NETWORK TO “CREATE THE FUTURE”

New Sunrise brought 350 delegates to Las Vegas for Iceworks 26, urging members to create the future rather than wait for it.

The five-day conference ran from 27 to 31 July at the Bellagio Hotel, bringing together New Sunrise members, suppliers and industry leaders under the themes “The Best Way to Predict the Future Is to Create It” and “Creating Certainty in an Uncertain Time”.

Opening the business program, Steve Cardinale, Managing Director, said uncertainty was often simply the unknown, rather than a reason to hold back.

“Uncertainty should be a call to action. It should force leaders to ask better questions, test ideas, learn faster, adapt sooner and move with confidence.”

Deb Adnum, Retail Support Manager, focused her session on operational excellence, telling members to strengthen their core range and lean on digital tools already available to them. She also outlined the continued rollout of the My Sunrise rewards app, designed to connect the physical and digital store experience for next-generation shoppers.

Joe Alessi, National Merchandise Manager, said the New Sunrise network was growing at twice the rate of the measured market. His presentation set out growth priorities including food and beverages, loyalty and value, digitalisation, and giving customers more reasons to visit convenience stores, with targets in place for 2030.

Leo Santalucia, Food Category Manager, pointed to an exclusive turnkey solution for members to lift bakery and hot food quality, freshness and presentation, positioning stores as food destinations.

David Bickle, Trade Marketing Manager, detailed the operations support available to members, including relays, new store set-up, food training, online Accelerate training and category reviews. The team covered more than 500,000 kilometres over the past 12 months lifting the visibility of Sunrise stores locally.

Rebekah Rae, Category Manager, presented the 2027 marketing strategy, highlighting recent success in reaching next-generation shoppers through social connection, and reinforcing radio as a key channel for reaching consumers in their cars.

International speaker Frank Beard, who has spent years studying convenience retail, consumer behaviour and technology across the US and internationally, challenged delegates to rethink what convenience means.

“Convenience is no longer simply about having the best location. You have to earn the visit.”

Brian Smith, founder of UGG, shared the story of building the footwear brand from six pairs of boots into a global name, a story of persistence and resilience that delegates linked back to the conference’s central theme.

Suppliers joined retailers for an interactive session on new product development, core range opportunities and promotional programs, followed by a social dinner at Beer Park Las Vegas.

On day three, April VanApledorn, director of retail engagement at NACS, presented on the state of the US industry. Beard then led a study tour through Las Vegas convenience, fuel, grocery and food-to-go retail, visiting operators including Terrible’s, Maverik, Travel Centres of America, Bass Pro Shops and Green Valley Grocery.

The conference closed with the Snowball Awards and gala dinner at Chéri Rooftop, before celebrations continued at the Mayfair Supper Club.

2026 Snowball Award winners:

• Account Manager of the Year: Simon Grant, Asahi Beverages
• Golden Loo Award: Shell Cobar Auto Port
• Supplier of the Year: Asahi Beverages
• Community Award: Serova Group
• Retailer of the Year: Tiernan Smith, Petro National