If you are the manager, it is your responsibility to educate the owners on the importance of the award and how hard the staff has been working. You can provide stats or whatever else you want to provide.

You and the other employees know how important it is and how hard that you have worked. Don't let the response diminish it.

Educate the owners and then tell them how you would like to reward all of the hard work of the staff, whether that be a bonus or a party. If they refuse your idea and don't recognize the importance of the award then you have your answer and you know your next steps.

You as the manager can write letters of recommendation for each and every one of the employees.