The Unforgettable Celebrity Moment That Proved Adaptability is Everything

I’ve worked with a lot of celebrities over the years. When you spend more than a decade storytelling inside a supercenter – selling everything from groceries to sporting goods – you quickly realize two things: You’ve got a goldmine of products to promote, and even more opportunities for celebrity appearances.

I’m not going to lie – meeting celebrities is thrilling. I’ve crossed paths with quite a few: Stacy London from TLC’s What Not to Wear; NHL pro Justin Abdelkader; and even Ree Drummond, a blogger-turned Food Network star known as The Pioneer Woman.

But the one appearance that really stood out – in more ways than one – was when I had the opportunity to work with Olivia Newton-John.

Yes, that Olivia Newton-John.

And yes, I absolutely got chills!

It was 2016 and she wanted to visit a Meijer store to promote her new line of wines, Pink and Blue – a brand that donated a portion of its proceeds to breast and prostate cancer awareness, early detection and wellness initiatives.

I was part of a cross-functional team – marketing, merchandising, community partnerships, store operations, and communications – that met with her team to plan the event. My job was straightforward, at least on paper: Clarify event logistics so I could brief reporters for advance media coverage, and then staff the event to manage any on-site press.

The goal was simple: Generate buzz so consumers would come in-store to meet her and purchase her wine.

We got on a call and encouraged her team to set clear parameters – how many items she’d sign in addition to her wine bottles, whether photos would be allowed, and when to cap the line – so we could manage the crowd and keep everyone happy.

But they didn’t want any limitations. I honestly think they just didn’t realize how much West Michigan loved Sandy.

And that’s how a dream moment turned into a communications fire drill.

By the time Olivia Newton-John arrived, the line was huge and snaked through the aisles. Customers clutched bottles of her wine along with armfuls of memorabilia they hoped she’d sign, and of course, everyone wanted photos with the superstar.

Olivia Newton-John was gracious and warm from the start. She spoke with the media, then settled into the meet-and-greet table the store team prepared. She signed every item fans brought, chatted easily and posed for photos when asked.  

The customers absolutely loved that dedicated, personal time. But that also meant the line moved at a snail’s pace. After a while, a member of her team walked over to me and essentially said it was time for them to leave and could we please tell those left in line.

I understood their concern – the crowd was large and had high expectations. And, unfortunately, the parameters were nonexistent. But I also knew what it would mean for the store, the brand, and for those who had shown up to see her.

So I took a deep breath, channeled every once of calm I had, and did what communications leaders do best: I reframed the situation.

I acknowledged their overwhelm. I validated their concerns. And then I walked them through a plan – one that would protect her time and everyone’s reputations, manage the crowd, and still honor the fans.

Here’s how we built a plan in real-time:

• Set clear limits on autographs and photos – kindly but firmly as it was getting late.

• Gave her team control over pacing to minimize long conversations and ease anxiety.

• Assigned team members to manage expectations before customers reached her.

• Capped the line to ensure she could meet everyone who’d already been waiting.

• Kept the Store Director out of the line of fire so he could focus on his store.

  
  

Once the parameters were set, everything shifted. Both teams relaxed as the line began moving at a steadier clip. And the customers – all of whom understood reasonable boundaries with this incredible celebrity – remained happy.

In the end, they stayed, everyone got their moment, and the Store Director didn’t have to turn away anyone.

Events are unpredictable by nature – add in a celebrity, and that just ups the ante. Preparation is essential, but adaptability is everything.

After the event concluded, Olivia Newton-John and her team thanked us for everything, and we did the same. I walked away not only having met this incredible woman but knowing I’d helped turn a near disaster into a moment that many still remember fondly.

Myself included.

Please note we got this picture together after the event wrapped!