“From the minute the pandemic hit and the world changed, we started to think about what our role is in the world,” said Rich Lehrfeld, who was heavily involved in shepherding this idea from whiteboard to reality. “As a company, we made changes to make our stores safer, to help our associates, to meet our customers’ needs. But we also asked the question, what’s happening to families? During this time, how can we add joy?”
Two nights later, the tour has arrived in Tupelo, Mississippi, where the weather is every bit as good as it was in Arkansas.
A family from Saltillo, Mississippi, enjoys the fresh air through open windows. “Is this gonna be a thing again?” attendee Jennifer Byars asks an associate walking by. She’s informed there’s a movie the next night, which results in cheers from the SUV. She and her husband, Gene, along with their children Alexis, 8, and Lynlee, 11, now have plans for Saturday night. “This is a great idea,” Jennifer says. “We’re really digging the snacks, too. We didn’t know we’d be getting snacks! A free movie AND snacks!”