NEW SUNRISE DEALS A WINNING HAND
AT ICEWORKS 26 IN LAS VEGAS
Iceworks 26 brought New Sunrise to Las Vegas, USA on 27-31 July 2026 and delivered one of the network’s most ambitious conferences yet.
CONVENIENCE WORLD MAGAZINE SEPTEMBER, 2026
350 delegates. Five days. One city built on reinvention.
Members, suppliers and industry leaders came together at the Bellagio Hotel to challenge convention, share ideas and confront one simple question: ‘Are you waiting for the future – or creating it?’
Built around the themes ‘The Best Way to Predict the Future is to Create it’
and ‘Creating Certainty in an Uncertain Time,’ Iceworks 26 was not about observing change from the sidelines. It was about getting ahead of it.
The retailers in the room heard what is changing, what is coming next and where the biggest opportunities are emerging across food, beverages, customer experience, digitalisation, value and the next generation of convenience shoppers
Business session: ‘The Best Way to Predict the businesses by focusing on the digital tools already available to Future is to Create it’
Opening the business program, New Sunrise Managing Director Steve Cardinale delivered the keynote address, ‘The Best Way to Predict the Future is to Create it,’ outlining the importance of creating certainty amid uncertain times.
What businesses often call uncertainty, he said, is frequently simply the unknown – things not yet studied, measured, understood or acted upon. Rather than becoming an excuse for inaction, 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.
A distinct voice, not an echo. A leader, not a follower. The wider New Sunrise team then translated the conference themes into practical strategies members could take back to their businesses and implement.
Retail Support Manager Deb Adnum focused on operational excellence and turning strategy into action at store level, reinforcing the importance of availability, cleanliness, merchandising, service and consistency. Her presentation encouraged members to unlock value from within their businesses by focusing on the digital tools already available to them, including strengthening their core range. Ms Adnum also outlined the digitalisation of the program and the continued rollout of the group’s exclusive My Sunrise rewards app platform, designed to transform the customer journey from the physical store to the digital store, attract next-generation shoppers and help future-proof member businesses.
“Built around the themes ‘The Best Way to Predict the Future is to Create it’ and ‘Creating Certainty in an Uncertain Time,’ Iceworks 26 was not about observing change from the sidelines. It was about getting ahead of it.”
National Merchandise Manager Joe Alessi presented on the strong performance of the New Sunrise network, which continues to grow in a challenging retail environment at twice the rate of the measured market. His presentation focused on the network’s merchandise strategy and the key growth opportunities ahead, including leading in food and beverages, targeting next-generation shoppers, strengthening loyalty and value, accelerating digitalisation, and creating more reasons and occasions for customers to visit convenience stores. Presented through the lens of the convenience shopper of tomorrow, Mr Alessi outlined a clear direction for the business, highlighting the strategies already being developed to meet changing customer expectations and the ambitious targets New Sunrise is working towards for 2030. Food Category Manager Leo Santalucia highlighted the opportunity to transform stores into genuine food destinations through an exclusive turnkey solution for New Sunrise members, strengthening bakery and hot food offers while lifting quality, freshness and presentation. Trade Marketing Manager David Bickle unpacked the operations toolbox available to members, highlighting the resources developed over the years to support store performance, including relays, new store set-up, food training, online Accelerate training and category reviews. Covering more than 500,000 kilometres over the past 12 months, the team have
continued to increase the visibility of Sunrise local stores in their local areas, connecting to the above the line media campaigns. Category Manager Rebekah Rae presented the marketing strategy for 2027 and beyond, highlighting the recent success of targeting next-generation shoppers through social connection. She expanded on Sunrise’s focus on radio as a key channel for reaching consumers while they are travelling in their cars, reinforcing the importance of connecting with shoppers across the moments that matter.
A global view of convenience
International speaker Konbini Strategy founder and Principal Frank Beard brought a global perspective to Iceworks 26, drawing on years spent examining convenience retail, consumer behaviour, foodservice, technology and digital engagement across the United States and internationally. He challenged delegates to look beyond traditional definitions of convenience and consider what leading retailers around the world are doing to stay relevant. His message was particularly powerful: Convenience is no longer simply about having the best location. You have to earn the visit. That means giving customers a reason to choose your store when there are more alternatives competing for their attention than ever before.
From six pairs of boots to a global brand
Delegates also heard from UGG founder Brian Smith who shared the remarkable story of building UGG Boots – one of the world’s most recognisable footwear brands. His story was one of entrepreneurship, persistence, authenticity, setbacks and resilience. It also perfectly reflected the central Iceworks theme. Supplier partners were also central to Iceworks 26, with an interactive engagement session bringing retailers and suppliers together to discuss new product development, core range opportunities, innovation and promotional programs. Delegates continued the conversations during a social dinner at Beer Park Las Vegas.
Day three: A closer look at the US market
NACS Director of Retail Engagement April VanApledorn presented on the state of the industry in US, followed by Frank Beard, who presented on the study tour stores which included Terrible’s roadhouses, maverik, Travel Centres of america, bass pro shops, green valley grocery, then took the conference into market to explore Las Vegas convenience, fuel, grocery, food-to-go and destination retail. The study tour demonstrated how leading operators use retail theatre, food, technology, design and memorable experiences to create destinations customers want to visit. The city keeps reinventing itself because standing still is never enough.
Snowball Awards and Gala Dinner at Chéri Rooftop
Iceworks 26 concluded with the recognising outstanding achievements across the New Sunrise network, before celebrations continued at the Mayfair Supper Club. More than a convenience store. “New Sunrise extends its heartfelt thanks to every member, delegate, speaker and supplier partner who made Iceworks 26 a success. “Together, the network leaves Las Vegas with stronger relationships, sharper ideas and renewed confidence to stand out, not blend in – and create the future rather than wait for it to arrive.”
Snowball Award winners 2026
Snowball Account Manager of the Year: Simon Grant (Asahi Beverages)
Golden Loo Award: Shell Cobar Auto Port
Snowball Supplier of the Year: Asahi Beverages
Snowball Community Award: Serova Group
Snowball Retailer of the Year: Tiernan Smith (Petro National)
“Together, the network leaves Las Vegas with stronger relationships, sharper ideas and renewed confidence to stand out, not blend in – and create the future rather than wait for it to arrive.”
