Case Study: 2025 International State of the State (ISOS20)

Case Study
Written By Samuel Richardson

Client: Phoenix Committee on Foreign Relations (PCFR)

Role: Lead Event Producer | Strategy, Logistics, Brand Activation

Date: March 26–27, 2025

Location: Phoenix, AZ

Overview

Cholla Strategies partnered with the Phoenix Committee on Foreign Relations to design and produce ISOS20—the organization’s largest and most visible annual event. Featuring Arizona Governor Katie Hobbs and 66 global dignitaries, ISOS20 positioned PCFR as a premier convener of international dialogue in the Southwest. Our charge: make it impactful, efficient, and unforgettable.

Goals

  • Produce the 20th International State of the State event across three back-to-back activations: a Diplomatic Reception, an International Summit, and a Keynote Dinner.

  • Maximize sponsor visibility, grow PCFR’s brand recognition, and attract new audiences.

  • Deliver a smooth, engaging experience for 400+ guests and dozens of international diplomatic partners.

Our Approach

  • Started Early: Planning began six months in advance, including early outreach to VIPs and venue confirmation pre-holiday season.

  • Streamlined Format: We merged the VIP and Diplomatic receptions into a single cohesive venue flow, improving logistics and guest experience.

  • Clear Cutoffs: Enforced hard deadlines for registration, enabling accurate seating and a smooth check-in process.

  • Focused Programming: Trimmed to two main speakers, the event ran within just 8 minutes of the planned schedule—an organizational record.

Key Results

  • 3 seamless events across 2 days

  • 429 attendees (69% non-members, increasing PCFR’s reach)

  • 50 diplomatic partners representing 35+ countries

  • 15+ brand mentions and 6+ unique brand engagement touchpoints

  • 78% check-in rate, with 30.5% member participation (highest ever)

Strategic Impact

  • Set a new bar for efficiency and excellence in PCFR programming

  • Boosted PCFR’s profile as Arizona’s leading voice in global engagement

  • Drove new membership, increased community awareness, and enhanced sponsor ROI

Testimonial

“Cholla Strategies did an exceptional job in both the planning and execution of ISOS. From start to finish, we felt we could rely on the firm to be on top of deliverables and execute on time, which brought an incredible sense of ease to the entire process. Thanks to their professionalism and clear coordination, I was able to be fully present at the event—greeting guests, engaging with our community, and enjoying the program. And we heard such good things from all our guests. Thank you Cholla Strategies for all your help!”

— Dr. Lily McElwee, President & CEO, PCFR

Why It Mattered

ISOS20 wasn’t just an event—it was a statement. It affirmed Arizona’s place on the world stage and showcased the power of diplomacy, storytelling, and strategy-driven production. With Cholla Strategies behind the scenes, every detail served a greater goal: making moments that matter.

Samuel Richardson