MSM Commanders Cup

Best Exchanges of 2016 Announced at MSM/GM Conference

At the 2017 MSM/GM conference, Exchanges were awarded for their hard work in 2016, adding to the dividend while providing exceptional customer service. Featured photos of the winners of the Director/CEO’s Cup, COO X Award, Global Connections Award, Exchange Protection Plan (EPP) Award, Services Cup and Family Serving Family Award can be viewed above. (Hover over the picture to read names of the winning stores and associates accepting the awards.) Awardees are listed below.

 Director/CEO Cup

The Director/CEO Cup is the most coveted award of the year. The Exchange categories are small, medium, and large. The winners excelled in expert customer service, leadership, business results, and community support. These Exchanges were also endorsed from their local commanders for their partnership and engagement.

  • Small Exchange:
    • Selfridge ANG
  • Medium Exchange:
    • Barksdale AFB
  • Large Exchange:
    • UK East Consolidated

COO X Award

The X Award is presented to the best main store in each region based on increased in sales, DOR, MILITARY STAR® penetration and applications, and customer satisfaction.

The winners received a $500 Thanks Award for their teams.

  • Central Region
    • Fort Leavenworth
  • Eastern Region
    • Fort Gordon
  • Western Region
    • Fairchild AFB
  • Europe Region
    • Baumholder
  • Pacific Region
    • Camp Humphreys

Global Connections: EEO, Diversity and Inclusion Award

The Global Connection Award recognizes the Exchange that best supports diversity and inclusion in the workplace. One was chosen as the winner from the 16 Exchanges that submitted essays on unlocking the potential of a diverse workforce.

The winner received the 2017 Global Connection Award and $300 for a team social event.

  • Scott AFB

Exchange Protection Plan Award

Exchange Protection Plan Award goes to the top main stores in each region with the highest overall attachment rates for 2016.

These Exchanges achieved well over the corporate attachment rate goal of 10 percent.

Each store recieved a $500 for a team-building event.

  • Eastern Region 
    • Fort Drum main store with a 17.58 percent attachment rate
  • Western Region 
    • Fort Lewis main store with a 17.95 percent attachment rate
  • Central Region 
    • Little Rock AFB main store with a 20.36 percent attachment rate
  • Europe Region 
    • Baumholder main store with a 27.48 percent attachment rate
  • Pacific Region 
    • Yokota AB main store with a 29.22 percent attachment rate


The Services, Food and Fuel Directorate recognized all Exchange locations for efforts to improve earnings and elevate the customer experience through services and vending initiatives in 2016.

Recipients of the Services Cup represented the best Exchange in each size category and received a $500 team award in addition to the Services Cup.

The criteria included:

  • Financial and business results, including MILITARY STAR penetration rate
  • Community support and special events
  • Attraction of new vendor sources
  • Innovative marketing
  • Concessionaire engagement
  • Small Exchange
    • Barksdale AFB
  • Medium Exchange
    • Grafenwoehr
  • Large Exchange
    • Okinawa


This year, a new award was introduced to honor the Exchange that be exemplifies the core value Family Serving Family. This Exchange realized extreme hardships in living its mission, never faltering in its commitment to customers. The associates faced a challenging environment head on and are recognized for outstanding service in 2016.

  • Incirlik AB


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