Keynote Meeting

Register Now

BMA Colorado Lunch: It’s Not About the Coffee: Leadership Principles from a Life at Starbucks


If it’s not about the coffee – then what is it about?

In every type of business – manufacturing, service, retail and so on – what it really comes down to is people.  People make things happen every day. 

  • It’s about knowing who you are as an individual.
  • It’s about how you do something that really counts.
  • It’s about having the courage, particularly in the tough times, to double-down for things you believe in.
  • It’s about making it all work together and keeping your values aligned – which holds true for brand values and your personal values, too.

During his many years as the president of Starbucks, Howard Behar helped establish the Starbucks culture, which stresses the importance of people over profits. He coached hundreds of leaders at every level and helped the company grow into a world-renowned brand.

At this luncheon, Howard will discuss how he:

  • Developed a people-centric culture at Starbucks that kept things in sync
  • Included all the key decision makers
  • Inspired people every day
  • And in the end delivered profitable results

Sponsorship and exhibit opportunities available! Click here for more information: Starbucks Exhibitor and Sponsorship Package


Howard Behar
Former President of Starbucks Its Not About Coffee by Howard BeharHoward Behar is the former president of Starbucks Coffee Company North America, Starbucks Coffee International and author of It’s Not About the Coffee: Leadership Principles from a Life at Starbucks. He joined Starbucks in 1989 when the company had just begun to venture outside the Northwest region. Initially serving as vice president of sales and operations, he grew the retail business from 28 stores to more than 400 stores by the time he was named president of Starbucks Coffee International in 1995. Under Behar’s leadership, Starbucks opened its first location in Tokyo in 1996. Following this historic opening, over the next three years he introduced the Starbucks brand across Asia and the United Kingdom. After a two-year hiatus, he returned to Starbucks as President of Starbucks North America until his retirement in January 2003. He was a director of the Company from 1996 to 2008.

Wednesday, April 8, 2009 11:00 am to 1:30 pm


Four Points by Sheraton Denver Southeast, 6363 E Hampden Ave, Denver, CO 80222

10:30 am - 11:30 am: New & Prospective Member Orientation

11 am - Noon: Check-in, Networking and Mini Expo/Exhibits

Noon – 1:30 pm: Luncheon and keynote presentation

Unemployment Special for BMA members in good standing: The first 10 BMA Colorado members who are between employment opportunities qualify for a special rate of $25. To take advantage, you must register through Marilee Yorchak, [email protected], (303) 607-9957.

*Incentive for Full-Time Student Members: The first 15 registered can attend for just $10. To take advantage, you must register through Marilee Yorchak, [email protected], (303) 607-9957.

***Students: Learn Textbook Resume Writing and Interviewing Skills with BMA from 8:00 to 11:00 am at CSU-Global Campus in Denver. Cost is $25 which includes Lunch and Keynote presentation. Registration deadline is April 1, 2009. About the Student Scholarship Program and How to Register (pdf).

View a map


  • Members - lunch: $35
  • Members - lunch + book: $50
  • Non-Members - lunch: $49
  • Non-Members - lunch + book: $65
  • *Full-time Students: $25
  • *Full-time Students + book: $40


Deadline: 4/6/2009
Maximum Attendees: 225

Event Sponsors

Creative Print Solutions
Resolution Research & Marketing, Inc.
Dovetail Solutions