How to Build a Decades-Long, Customer-Centered Propane Event Outreach Program

At Rural Computer Consultants (RCC), the customer seminar is not just about propane event outreach — it’s a yearlong journey of preparation, collaboration and purpose. Since 1998, RCC’s seminar has been a cornerstone of our commitment to customer education, innovation and connection. It’s where RCC development meets RCC fun, and where we grow together — side by side with the customers who fuel our passion. 

Connecting in this way is hugely beneficial for the partnership between a company and its customers. We hope as we share a bit about RCC’s seminar experience, you’ll gain insights into how to pull off a successful event that strengthens your customer connection. 

RCC’s 27th Annual Seminar 

This year’s seminar was especially meaningful. It served as both a celebration and a heartfelt farewell to our founder, Brian Sheehan — known affectionately as the “Big Cheese” at RCC, “Lion Brian” to more than 1.4 million Lions Club International members, and simply brother, uncle, dad or friend to so many in our RCC family and the Bird Island community. 

When asked where he wanted to celebrate this milestone, Brian didn’t hesitate: the Menger Hotel in San Antonio. And from that moment, Team Francy (Freddie Ridler and me, Nancy — emcees and ringmasters since 2019) hit the ground running. 

After reviewing customer feedback and discussions from past events, we knew it was time to raise the bar. This year marked our first four-full-day seminar, packed with more value, insight and engagement than ever before. 

We focused on the topics our customers care about most, showcasing RCC’s latest innovations and offering hands-on training for our products and software solutions. And we weren’t alone in this effort. A few years ago, a couple of our integration partners asked to attend and learn alongside our customers. That small idea has grown into a full vendor and partner experience. This year featured 18 vendors and three media sponsors, all joining to support the customer experience. 

But it wasn’t all business. True to RCC style, we balanced learning with laughter and connection. We were honored to have two keynote sessions that truly moved the room. Brian Sheehan opened up about his journey of leadership, service and the lifelong impact of community involvement through the Lions. Then, speaker and author James Robilotta led an interactive workshop focused on embracing imperfection and using authenticity to build meaningful personal and professional relationships. 

And, of course, we had fun! From the scenic San Antonio River Walk cruise to Holey Moley golf night, from the vendor fair to open roundtable chats with RCC staff and vendors — every activity was designed to bring people together. 

The highlight? The RCC Customer and Vendor Appreciation Night, a night full of karaoke, line dancing and joyful celebration. And we couldn’t close out the week without our beloved Pajama Day, where we turned up the comfort —and the style — with a perfectly themed “Making Propane Sexy” finale. 

We’re immensely grateful to every RCC team member — from presenters to behind-the-scenes support staff — who made this week possible. Our team’s dedication fuels our ability to support the “Fuel People, by Fuel People.” 

Curious about how to implement something like our customer seminar in your own company? From our experience, we have found great success by including these key seminar elements: 

Roundtables 

These small-group sessions with RCC staff — and often vendors — create a valuable opportunity for customers to be truly heard. They provide a setting to discuss real needs, get direct answers and foster meaningful dialogue. 

Variety of Topics & Trainers 

A dynamic lineup of session topics and fresh faces leading the content keeps things engaging and energizing. This variety ensures there’s something for everyone while maintaining attention and enthusiasm throughout the day. 

Games & Giveaways 

We love to sprinkle in some fun! Interactive games, company trivia and lighthearted competition bring laughter into the learning — and let’s be honest, who doesn’t love walking away with a little “Making Propane Sexy” swag or a crisp $2 bill? 

Keynote Speakers 

Whether it’s a respected voice from the propane industry or an inspiring motivational speaker, our keynotes are designed to broaden perspectives. These sessions encourage attendees to think beyond daily tasks and reflect on how they connect — with their teams, their customers and themselves. 

Location, Location, Location 

Each year, rotating in new host cities adds a fresh sense of adventure to the seminar experience. Over the past 27 years, we’ve explored 16 different cities across the U.S., allowing us to offer new entertainment and experiences along the way. While our roots are proudly in Minnesota — and we’ll continue to bring the seminar home in select years to share a true taste of who we are — hosting in exciting destinations keeps the experience fresh and gives our customers the chance to blend business with leisure. 

Music & Snacks 

A well-curated playlist by our A/V professional keeps the energy up during transitions and breaks. Music adds a vibe, and snacks throughout the day keep minds focused and stomachs happy. Because let’s face it — no one learns well when they’re hungry! 

Appreciation & Entertainment 

After a full day of learning, it’s time to unwind. Whether it’s enjoying a ballgame, catching a show or singing along to karaoke, our evening events offer a well-deserved break. It’s the perfect setting to build relationships, laugh together and maybe even discover a shared love for a favorite song. 

And don’t worry — Team Francy is already dreaming big for 2026. We can’t wait for what’s next!