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Speaker 1: I'm off my game today. No, you're not. People are

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Speaker 1: going to have to start making better content. I think

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Speaker 1: we're gonna be talking about this for a long time.

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Speaker 1: When you program for everyone, you program for no one.

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Speaker 1: I think it's at we'd purpose driven platform, like we're

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Speaker 1: trying to get to substance? How was that? Are you

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Speaker 1: happy with that? This is marketing therapy right now? It

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Speaker 1: really is? What's up? I'm Laura Currency and I'm Alexa Kristen.

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Speaker 1: Welcome back at Landia. Today we have a Australian that

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Speaker 1: became a New Yorker. She was the CMO of Tischmann's

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Speaker 1: Spire and she oversaw the complete rebranding and reimagination frankly

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Speaker 1: of Rockefeller Center. MICHAELA Solar March is here today. We're

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Speaker 1: really excited to have Michaela. And since we recorded with her,

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Speaker 1: she has taken a new role and is moving back

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Speaker 1: to Australia. We're very sad to lose her. Will miss you.

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Speaker 1: We will miss you definitely. We will stay in touch.

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Speaker 1: She's moving back to Australia in a new role as

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Speaker 1: Chief Marketing Officer of Molus Australia Hospitality Group. And I

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Speaker 1: think with this episode Mikhaela has really spent time and

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Speaker 1: it doesn't really matter where she was, but I think

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Speaker 1: with some of the most iconic spaces. Before she was

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Speaker 1: at Tishman Spire and Rockefeller Center, she was at the

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Speaker 1: Soho House and ran global programming and really started to

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Speaker 1: think about community space commerce together and has a really

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Speaker 1: interesting perspective on it that I think vibes with a

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Speaker 1: lot of things we've been saying over this last year

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Speaker 1: on the show around creation and ownership, not just creating

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Speaker 1: for a transaction, but really pushing into what she'll call placemaking,

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Speaker 1: and we'll talk more about that. I think it's a

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Speaker 1: really interesting place to click in on Alexa when you

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Speaker 1: use the word placemaking and really thinking about hospitality. There's

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Speaker 1: a really interesting lens to put on top of the

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Speaker 1: role of marketing both now and in the future, and

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Speaker 1: thinking about is the role of chief marketing officer not

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Speaker 1: just rolling up now communications potentially product etcetera, and so forth,

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Speaker 1: but actually hospitality and so much of that being driven

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Speaker 1: by the increasing importance of not just being in the

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Speaker 1: game or being in the business of driving people to

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Speaker 1: a website to transact, driving people to um subscription or

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Speaker 1: membership as part of service, but actually thinking about community

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Speaker 1: building and what you need to create or program for

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Speaker 1: as Mikhayla is going to talk about, to create a

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Speaker 1: space where that sort of ongoing dialogue, conversation, communication is happening,

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Speaker 1: and does that move the role of marketing from this

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Speaker 1: push poll mechanism to really the cyclical how you're thinking

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Speaker 1: about feedback by in shareholder and what that means in

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Speaker 1: terms of community developed an ongoing relationship between consumer and

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Speaker 1: brand and Michaela not only has created a really strong

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Speaker 1: network of artists, creators, business people, real estate folks through

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Speaker 1: her role at t Schman Spire, she has used that

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Speaker 1: input to do something that I'm not sure has been

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Speaker 1: really well recognized. Um you and I spent a lot

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Speaker 1: of time with her at Rock Center. I used to

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Speaker 1: when I was at GE we had actually an office

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Speaker 1: at our office was at thirty Rock, So I spent

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Speaker 1: a ton of time at Rock Center. And at the time,

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Speaker 1: this is back in I was at Rock Center all

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Speaker 1: the time and it was that kind of feeling of

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Speaker 1: like going to Times Square right Rock Center, I've got

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Speaker 1: to get through the foot traffic there didn't seem to

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Speaker 1: have a sense of a real that New York state

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Speaker 1: of mind, that New York feeling, those gems that are

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Speaker 1: hidden in that space. What Michaela has done, and what

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Speaker 1: Michaela did with that space and the thinking around the

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Speaker 1: design and the programming opening up spaces like she's reopened

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Speaker 1: spaces in Rock Center that we're closed off for years.

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Speaker 1: She's reimagined things. One of the reasons Michaela actually got

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Speaker 1: in touch with us was because she was thinking about

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Speaker 1: creating a recording studio in an old newsstand in one

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Speaker 1: of the Rock Center buildings, and she did it. But

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Speaker 1: what's interesting about this there is an infusion of New

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Speaker 1: Yorkers where that vibe of kind of authentic New York

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Speaker 1: has come back and is continuing to grow at Rockefeller Center.

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Speaker 1: And what happens is is now community the kind of

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Speaker 1: unlikely New Yorker who would say, no, I don't want

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Speaker 1: to meet at Rock Center because it's a tourist trap

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Speaker 1: and a tourist attraction is now saying not only do

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Speaker 1: I want to meet there, I want to work there.

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Speaker 1: I want to shop there, I want to create there.

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Speaker 1: And what's exciting through the conversation you and I had

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Speaker 1: Laura last night in this morning pre show was what

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Speaker 1: does that start to look like when companies, corporate and

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Speaker 1: marketers are thinking about co ownership of space with their customer,

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Speaker 1: with their fan, with their creator. Go back to our

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Speaker 1: last episode, This is not a drill. This is not

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Speaker 1: a drill. This is going to happen, and it's happening

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Speaker 1: with Doabs and we'll talk about those things and Web

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Speaker 1: three and we'll talk about those things more. But to

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Speaker 1: take kind of traditional marketing and start to aim it

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Speaker 1: towards a new trajectory. I think michaela is actually a

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Speaker 1: great example of taking one of the most traditional assets

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Speaker 1: in the world, Iconic, and starting to really rethink it

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Speaker 1: and rethink it along the lines of true community, content

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Speaker 1: and commerce. As you were talking and as somebody who

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Speaker 1: who was working with you during those years and knows

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Speaker 1: that commute, well, I was thinking about how it was

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Speaker 1: a backdrop or it was a place I had to

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Speaker 1: go to, and what you're drawing a sort of transition

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Speaker 1: to is a place I get to go to, a

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Speaker 1: place I want to go to. And no different whether

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Speaker 1: you're an e commerce brand, you're in the service business,

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Speaker 1: you're uh, you know, running a club, um, you have

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Speaker 1: a sports team, right, how do we get to the

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Speaker 1: I get to go to I want to go to,

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Speaker 1: versus I have to go to And that's the transition

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Speaker 1: from transaction right to experience to hospitality. And it's interesting,

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Speaker 1: as MICHAELA will talk about in this episode, thinking about

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Speaker 1: from the point of entry all the way through to

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Speaker 1: the set design. I'm thinking about candles and menu and

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Speaker 1: font and patterns and all of these things that are

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Speaker 1: the aesthetic that helps to emphasize the narrative. And with that,

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Speaker 1: MICHAELA solar Mark, we'll be right back. All right, ed Landia,

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Speaker 1: we are back with our partners that yield Mo. If

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Speaker 1: you remember, we spent our first mini series talking about

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Speaker 1: how yield Mo works with brands to make audience attention

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Speaker 1: actionable and in this mini series we take on how

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Speaker 1: contextual targeting is being reimagined as brands make every interaction

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Speaker 1: with their consumer meaningful. Welcome Lisa Bradner, GM of Data

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Speaker 1: and Analytics from yield Mo. Thank you so much, great

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Speaker 1: to be back. Always great to talk to you guys. So, Lisa,

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Speaker 1: I consider myself to be a fairly strategic and creative

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Speaker 1: media buyer. I would say you are yes, thank you, um,

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Speaker 1: but but as we're having this conversation, you know, I'm

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Speaker 1: thinking about some of the traditional processes and structures that

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Speaker 1: exist and how those need to be disrupted to really

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Speaker 1: achieve the level of granularity and specificity you're talking about

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Speaker 1: in terms of getting to real time, closer to real time,

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Speaker 1: more integrated, all of the inputs right that are required

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Speaker 1: to achieve the type of success that we're talking about.

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Speaker 1: In my mind, I'm seeing these ships from planning seasonally

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Speaker 1: to planning situationally right, thinking about moving from transaction to

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Speaker 1: thinking about transformation. What are three things you would click

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Speaker 1: on for marketers to start today right? Like? What are

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Speaker 1: the three fundamental must dues or takeaways for brand marketers, creatives,

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Speaker 1: buyers to get closer to context? Not in any particular order.

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Speaker 1: There are words that we've talked about before, but I

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Speaker 1: think are worth revisiting. Leadership and ownership of the customer experience.

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Speaker 1: Far too many samos, I'll just say it, they love

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Speaker 1: going to their creative agency. They don't spend as much

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Speaker 1: time with their media agency. They don't spend nearly the time, blood,

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Speaker 1: sweat and tears on media plans that they do on

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Speaker 1: creative plans, and they should be integrating those meetings and

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Speaker 1: having both and leading that charge. Don't bring me a

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Speaker 1: creative idea without a media plan with it. Don't bring

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Speaker 1: me a media plan without understanding how the creative phase

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Speaker 1: is in. Cmos can be driving that by demanding that

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Speaker 1: out of their agencies, and they absolutely should, so leadership

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Speaker 1: around that integration is critical. I'm going to say a

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Speaker 1: degree of serendipity in the sense of I think what

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Speaker 1: audience data got everybody hung up on is that there

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Speaker 1: is a rational answer to every marketing problem. People are messy.

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Speaker 1: We buy things for non rational reasons. Were emotional. Sometimes

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Speaker 1: we like an add sometimes we hate it. Sometimes it's

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Speaker 1: just late enough at night and we're board, so we

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Speaker 1: buy stuff. I think marketers have to step back and

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Speaker 1: think about serendipity, how to drive it, and how to

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Speaker 1: know when it's happening. I think contextual signals that are

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Speaker 1: attuned to that can be a critical part of Hey,

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Speaker 1: I'm seeing something here. I'm seeing a spike in a

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Speaker 1: lot of metrics that are happening right now. Something's going

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Speaker 1: on with that execution, with that creative right now, Let's

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Speaker 1: double down and figure it out. So to use the data,

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Speaker 1: but use the data to inform serendipity so you know

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Speaker 1: what's going on. And kind of along those lines, the

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Speaker 1: last thing I would say is common sense. Right there

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Speaker 1: is art to what we do and common sense about

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Speaker 1: as a consumer. What do I mean we are? What

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Speaker 1: I've always loved about being in marketing is we're all consumers.

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Speaker 1: We all know what it is to see an ad,

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Speaker 1: to buy a product, to be in a store, to

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Speaker 1: do all these things. So step back and think about

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Speaker 1: the experience you want to have and think about how

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Speaker 1: to bring that experience through to your brand and not

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Speaker 1: at all like you know something, We're not always the

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Speaker 1: target audience for our own products, but we're at a

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Speaker 1: human level. How do I want brands to show up

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Speaker 1: for me? When do I want to hear them? What

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Speaker 1: makes a great brand experience for a brand that I'm

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Speaker 1: loyal to? How do I want brands to show up

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Speaker 1: for me? And how do I make sure as a

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Speaker 1: brand that's how I show up? Thank you, Lisa Bradner

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Speaker 1: and our partners at yield MO. Looking forward to having

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Speaker 1: you back for the last part of our four part

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Speaker 1: series What's Up bad Landia. We are back in this studio,

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Speaker 1: the Virtual Studio with one of our favorite people, MICHAELA.

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Speaker 1: Solar March, the CMO of Tishman Spey. Are welcome, Micham.

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Speaker 1: We've got a lot of accents on this show. I

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Speaker 1: didn't notice. MICHAELA is our Aussie, our Bossy Auzzy, one

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Speaker 1: of our favorite You are the first. You're our first Aussie.

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Speaker 1: It's after the floodgates are open. Our mutual friend Roth

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Speaker 1: Martin who introduced us. Because you listen to the show.

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Speaker 1: You would recently take in the chief Marketing Officer role

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Speaker 1: at Tishman Spire and one of the core assets. So

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Speaker 1: if you don't know, Tischman Spire is the largest real

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Speaker 1: estate company in the world with some of the best

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Speaker 1: known and most valuable assets in space and buildings in

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Speaker 1: the world. MIKHAELA, how big is it in assets unto management?

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Speaker 1: We have fifty six billion in assets on the management

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Speaker 1: right now and as part of those assets, you manage

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Speaker 1: Rockefeller Center, which is one of the most well known

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Speaker 1: in the world spaces in the heart of New York City.

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Speaker 1: So we just got to see you in person, which

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Speaker 1: was amazing at one of your new spaces that you

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Speaker 1: just launched in Rock Center six twenty loft and Garden.

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Speaker 1: You had a lunch there. Stunning, stunning. It's so beautiful,

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Speaker 1: isn't it. So six twenty Loft and Gun has been

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Speaker 1: open for a really long time, but predominantly as a

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Speaker 1: wedding venue. Yeah, So if you're getting married in New York,

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Speaker 1: you know six twenty. But if you're not getting married,

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Speaker 1: or you got married a long time ago like me,

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Speaker 1: it's not on your radar. So the lunch that you

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Speaker 1: guys came to was a pop up that we're doing

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Speaker 1: with local restaurants to to sort of re energize that

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Speaker 1: space and reintroduce it to New Yorker's Let's use six

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Speaker 1: twenty as a great jumping off point because how you've

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Speaker 1: thought about spaces, experiences, creating community um is something that

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Speaker 1: you've been doing for a while. To tell us kind

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Speaker 1: of how you came to Titium Inspire, what was the

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Speaker 1: what was the kind of non linear pathway there? I was.

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Speaker 1: I had a friend who was consulting Petition Inspire at

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Speaker 1: the time, who had been in hospitality. He'd worked at

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Speaker 1: Soho House, which is where I knew him from. He'd

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Speaker 1: worked at Noire House, and then he ended up working

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Speaker 1: on the West Coast supporting some of the new hospitality

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Speaker 1: initiatives that our CEO had been pushing at the time,

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Speaker 1: and he recommended me for the CMO role at Rockefeller Center.

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Speaker 1: To start with. It wasn't the holistic portfolio of our

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Speaker 1: family of assets. It was really focused on Rock Center

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Speaker 1: and reimagining and reinvigorating Rockefeller Center. And when dishmonds By

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Speaker 1: first called me, I said, no way, that place is

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Speaker 1: not for me. Rock Center isn't cool, it's not relevant.

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Speaker 1: I don't know how, I don't know what I could

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Speaker 1: bring to the table. And the recruiter said to me

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Speaker 1: is sort of these very traditional recruiter conversations. The recruiter

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Speaker 1: said to me at the time, please come with me

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Speaker 1: with these guys, because it doesn't matter that you don't

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Speaker 1: come from the commercial real estate world. They want to

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Speaker 1: do things differently. At the time when she had reached

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Speaker 1: out to me, I was running programming, brand UM and

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Speaker 1: sort of member experience for the Soho House group globally.

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Speaker 1: I was based in New York, but running that for

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Speaker 1: UM the whole suite of properties and hotels and a

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Speaker 1: lot of our restaurant spaces all over the world, and

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Speaker 1: I was traveling all the time. So the two things

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Speaker 1: that sort of sparked my interest about the Rockefeller Center position.

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Speaker 1: One was this idea that a legacy asset could reimagine

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Speaker 1: itself and re engage New York in a meaningful way.

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Speaker 1: And the other was that I maybe wouldn't have to

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Speaker 1: travel as much because I had really young kids. Well

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Speaker 1: at the time, I had a young kid. Now you

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Speaker 1: have another young kid. Now I have another young kids,

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Speaker 1: two young kids, and I really missed traveling. So there

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Speaker 1: it comes full circle. But yeah, so, I mean I

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Speaker 1: had been at SOH House, so space and and UM community,

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Speaker 1: and the connection between those two things had always been

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Speaker 1: of um major importance and a real fascination to me.

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Speaker 1: The idea of programming experiences and creative culture within an

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Speaker 1: environment that facilitates the best community connection that matters to me,

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Speaker 1: and it was something that I love to do at

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Speaker 1: Soho House, and I was really intrigued by the idea

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Speaker 1: of doing that within a larger, slightly more structured, far

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Speaker 1: more traditional environment, which is definitely commercial real estate. They've

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Speaker 1: never done stuff like that, and it was there was

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Speaker 1: a real appetite to do things differently and to re

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Speaker 1: engage tenants in a way that UM felt more relevant

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Speaker 1: for the future. So, Mikaela and thinking about community and space,

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Speaker 1: I have to imagine that programming please a pretty critical

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Speaker 1: part of obviously leveraging the space to create community. UM,

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Speaker 1: can you talk to us a bit about the role

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Speaker 1: of programming in space and how that can potentially make

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Speaker 1: or break a community's experience. Programming used to be seen

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Speaker 1: as events, and the more that hospitality became a thing

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Speaker 1: and members clubs were introduced and coworking spaces were introduced,

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Speaker 1: and this industry took off in the way that it

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Speaker 1: did sort of you know, in the last ten years,

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Speaker 1: really concentrated in the last six or seven UM programming

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Speaker 1: as a concept sort of air quotes. Programming became a

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Speaker 1: lot more relevant because people started to recognize that it

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Speaker 1: wasn't just about hosting an event. It is the opportunity

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Speaker 1: to curate people and experiences within spaces that were truly

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Speaker 1: additive to that community, whether it be for education, mentorship, networking, UM,

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Speaker 1: community building, whatever the desired outcome. Programming became the sort

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Speaker 1: of catch or for getting people together and creating experiences

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Speaker 1: that had a pre event, at event and post event

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Speaker 1: UM meaning for the audience whoever that audience might be.

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Speaker 1: The evolution of that, I think in the last couple

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Speaker 1: of years has become placemaking, which has always been a

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Speaker 1: thing in commercial real estate, but more and more is

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Speaker 1: starting to be adopted by cities and UM, both local

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Speaker 1: and state governments and within the sort of the broader

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Speaker 1: real estate world. And placemaking is if you have to

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Speaker 1: sort of break it down, all of these various elements

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Speaker 1: that UM added up create the experience that you might

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Speaker 1: have within a space. So UM, if you think about

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Speaker 1: the hospitality elements from the furniture and the law and

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Speaker 1: in and the music and the you know, um, the

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Speaker 1: hosts in a lobby, to the types of retail and

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Speaker 1: the retail merchandizing that you might engage with two the

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Speaker 1: tenant mix makeup, to the landscaping, to the interior design,

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Speaker 1: to the I mean you name it, the creative that

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Speaker 1: you see. It's all of those various elements together. It's

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Speaker 1: interesting to think about how you're not just programming in

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Speaker 1: terms of speakers or menu, you're programming in terms of

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Speaker 1: aesthetic to communicate a narrative or an energy. It's like

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Speaker 1: set design. Yeah, and that includes the people too, because programming.

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Speaker 1: You've really got to curate the types of people that

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Speaker 1: you're engaging for the various you know, whether it's the

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Speaker 1: space or the audience. Um, it's really about the people too.

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Speaker 1: Who's in that room and why and what are they

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Speaker 1: taking away from that experience? When they came to you

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Speaker 1: and said we want you to think differently about this,

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Speaker 1: did they say we want to have a different audience,

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Speaker 1: we want to have different interaction or different we want

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Speaker 1: to get too, different types of people and bring different

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Speaker 1: types of people into Rock Center that we haven't seen.

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Speaker 1: Because Rock Center is a majority, it's either you're working

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Speaker 1: there or you are a tourist. The brief was far um,

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Speaker 1: it was far less specific. It was incredibly broad because

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Speaker 1: they didn't actually know what they wanted. They just knew

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Speaker 1: that they had an opportunity to do things differently and

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Speaker 1: robbed the CEO of Tishman Spier, who's an incredibly inspiring

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Speaker 1: person and a real visionary, and he had the vision

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Speaker 1: for Rock Center. He wanted this to be a place

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Speaker 1: that New Yorkers wanted to be. But outside of that,

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Speaker 1: you know, um, outside of that, he didn't know what

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Speaker 1: that meant how to achieve it. I think that was

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Speaker 1: the first UM That was the first hook for me,

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Speaker 1: the really exciting opportunity about working with Tishman Speyer. The

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Speaker 1: portfolio is so vast and the global reaches just deeply impressive.

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Speaker 1: But the chance to help shepherd this iconic legacy asset

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Speaker 1: into its next chapter and ensure it's relevance for the future,

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Speaker 1: I felt like something I could just not pass up.

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Speaker 1: So you have balanced and I love for I think

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Speaker 1: we would love to get into the the pain of

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Speaker 1: this because I've done it as well, the pain of

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Speaker 1: balancing big legacy legacy company that is conservative, right and

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Speaker 1: conservative probably for a lot of reasons, even though that

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Speaker 1: doesn't mean the innovation is excluded from that. But it's

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Speaker 1: hard to get through with being tip of this spear

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Speaker 1: and creating not only a space, but an experience that

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Speaker 1: really refreshes the reputation. What have the struggle has been

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Speaker 1: in terms of being a marketer that's really trying to

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Speaker 1: innovate in a legacy space. Just focusing on Rock Center

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Speaker 1: for now. I think for me where I found success

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Speaker 1: was both the high and the low, like finding the

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Speaker 1: the really big picture creative thinking that the strategic visioning

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Speaker 1: that could UM help guide decision making across the organization

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Speaker 1: while also finding those very tactical interventions that were proof

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Speaker 1: points for the larger strategy. One of the reasons that

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Speaker 1: I had hired Russ, which is how we met in

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Speaker 1: the early days, was to help reimagine rock Center in

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Speaker 1: the at its care with a brand new belief system.

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Speaker 1: There hadn't been an articulation of what Rockefeller Center wanted

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Speaker 1: to be its mission and place in the world and

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Speaker 1: how that could come to life for the various audiences

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Speaker 1: that it's of, and we really engaged Ross at the

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Speaker 1: time he was at Blackbird, before Blackbird became known to

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Speaker 1: do the strategic positioning for Rockefeller Center. That was a

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Speaker 1: massive undertaking and as you're saying, or as you're sort

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Speaker 1: of suggesting, um a a real a challenge, a creative

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Speaker 1: and exciting challenge, but a challenge nonetheless, shepherding that through

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Speaker 1: a very traditional organization, not only traditional in the way

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Speaker 1: that it was structured, but in the way that they

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Speaker 1: had been doing things. It had been the same way

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Speaker 1: for a really long time, and someone like me had

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Speaker 1: never worked here, and that was exciting and really really

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Speaker 1: difficult for a lot of people as that was being

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Speaker 1: sort of carried through as we were working on that

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Speaker 1: and then finding the key stakeholders internally and taking everybody

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Speaker 1: on that journey. It was really co authored by all

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Speaker 1: of my stakeholders internally, and I'm really proud of that.

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Speaker 1: Fat everyone got excited, saw the opportunity and got on

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Speaker 1: board and helped create what we now have as the

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Speaker 1: strategic positioning for Rockefeller Center as this asset. But we

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Speaker 1: also found these like small moments that would, as I said,

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Speaker 1: become the proofpoints. You've got to find those small, very

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Speaker 1: tactical moments that allow you very cheaply and quickly to

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Speaker 1: affect the strategy so that people can see it in

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Speaker 1: real life and see how it relates to their every

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Speaker 1: day So, out of curiosity, can you give us a

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Speaker 1: thirty thou foot snapshot of what that positioning was pre

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Speaker 1: working with an agency to post. Interestingly, most people don't

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Speaker 1: think of Rockefeller Center as as broad of a campus

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Speaker 1: as it is, and they don't understand the various components

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Speaker 1: that make up this place. It's twelve buildings across six

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Speaker 1: city blocks two acres. It's one of the biggest privately

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Speaker 1: owned land masses in Manhattan. I think the biggest outside

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Speaker 1: of perhaps Hudson Yards and Central Park. Rock Center isn't

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Speaker 1: just a collection of attractions and some public space. It's

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Speaker 1: one of the biggest office complexes in the city. It

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Speaker 1: has entertainment areas, it's got events venues, it includes a

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Speaker 1: rainbow room. We've got the various um parks on our rooftop,

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Speaker 1: including a new park on the roof of Radio City.

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Speaker 1: It's there are all these various components that make up

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Speaker 1: Rockefeller Center. So if you think about who works at

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Speaker 1: Rockefeller Center, You've got facilities people, You've got property managers,

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Speaker 1: you've got leasing teams, you've got retailers, you've got events coordinators,

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Speaker 1: You've got everything that essentially anyone that works in a

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Speaker 1: small city works at Rockefeller Center. So without a clear

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Speaker 1: articulation of the purpose of the brand or a north

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Speaker 1: star for everyone to work towards, it's really hard to

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Speaker 1: get everybody on the same page. In partnership with Blackbird,

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Speaker 1: a real a clearly defined mission and vision for Rock

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Speaker 1: Center and its future. There wasn't any internal alignment. More broadly,

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Speaker 1: people thought that they were all rowing in the same direction,

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Speaker 1: but there wasn't a guidebook, and there wasn't something that

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Speaker 1: people could have as their own, helped them with their

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Speaker 1: decision making every day, and the output of that exercise, well,

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Speaker 1: just to give people those tools. I think what you're

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Speaker 1: saying is super important as you think about that role

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Speaker 1: of north Star going far beyond marketing organs right, thinking

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Speaker 1: about as you said, the sales team, thinking about operations

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Speaker 1: and how important it is for that north Star not

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Speaker 1: to just be bought in for the sake of your

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Speaker 1: next holiday campaign campaign. Yeah, this isn't about branding. So

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Speaker 1: can you talk about that process of getting everybody on board?

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Speaker 1: What was that positioning and then how does it go

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Speaker 1: to next generation of Rockefeller Center. I'll give you a

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Speaker 1: really tactical example. One of our core values coming out

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Speaker 1: of that brand EXERSI really we were creating the ethos

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Speaker 1: for everyone to their execute in their day to day

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Speaker 1: out of that exercise. UM, one of the core brand

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Speaker 1: values for Rockefeller Center is authentic new York. And it

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Speaker 1: lets the programming teams, the sales and leasing teams, the

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Speaker 1: retail merchandizes. It lets everyone have that as a benchmark.

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Speaker 1: Is this retailer authentically new York? Is this tenant authentically

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Speaker 1: New York? Is this event authentically New York and whatever

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Speaker 1: that means to you, I know that's a little bit nebulous,

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00:26:33,600 --> 00:26:36,240
Speaker 1: but it helped people with decision making. There was so

430
00:26:36,320 --> 00:26:40,120
Speaker 1: much opportunity and so much potential that it was almost

431
00:26:40,200 --> 00:26:48,679
Speaker 1: overwhelming for everybody. And having this shared mission was so empowering,

432
00:26:49,200 --> 00:26:53,560
Speaker 1: and it has meant that we've had real success in

433
00:26:53,600 --> 00:26:57,880
Speaker 1: the last three years since it was launched because everybody

434
00:26:58,400 --> 00:27:01,440
Speaker 1: knows why they are doing what they're doing and why

435
00:27:01,520 --> 00:27:06,200
Speaker 1: it's important, and everyone's speaking the same language. And interestingly,

436
00:27:06,960 --> 00:27:10,680
Speaker 1: right when I started, this type of exercise was very

437
00:27:10,760 --> 00:27:14,679
Speaker 1: new Fetishman spy a let alone. Rockefeller Center marketing had

438
00:27:14,720 --> 00:27:21,080
Speaker 1: always been seen as a a function of the leasing team,

439
00:27:21,080 --> 00:27:23,840
Speaker 1: which I think is traditional within the commercial real estate

440
00:27:24,040 --> 00:27:27,199
Speaker 1: very much so, and so marketing was seen as you

441
00:27:27,200 --> 00:27:31,000
Speaker 1: were saying lauras like a logo and a leasing brochure

442
00:27:31,280 --> 00:27:35,320
Speaker 1: and maybe a splash page, but it was all It

443
00:27:35,400 --> 00:27:38,439
Speaker 1: was very transactional, and it was the first time that

444
00:27:39,600 --> 00:27:45,600
Speaker 1: we really considered marketing as truly additive at the enterprise

445
00:27:45,720 --> 00:27:51,359
Speaker 1: level and strategically driving the business decision making for the future.

446
00:27:52,320 --> 00:27:57,000
Speaker 1: And it repositioned marketing for the organization so that this

447
00:27:57,160 --> 00:28:00,199
Speaker 1: wasn't just a logo and a color palette and a

448
00:28:00,240 --> 00:28:04,680
Speaker 1: cool tagline for the next holiday campaign. Right, but it

449
00:28:04,720 --> 00:28:10,280
Speaker 1: became really foundational to what we did, why we did it,

450
00:28:10,320 --> 00:28:12,080
Speaker 1: and how we did it. Did it get to a

451
00:28:12,119 --> 00:28:16,600
Speaker 1: place where you were defining these are the types of

452
00:28:17,119 --> 00:28:21,760
Speaker 1: retailers that share this ethos. Yeah, and like defining what

453
00:28:21,880 --> 00:28:24,640
Speaker 1: authentically New York is and yeah, and if you look

454
00:28:24,680 --> 00:28:27,280
Speaker 1: at if you came to the campus three years ago

455
00:28:27,320 --> 00:28:31,920
Speaker 1: and you walked around today, it would be so radically different.

456
00:28:32,359 --> 00:28:35,200
Speaker 1: When I was working at B Video and I had

457
00:28:35,520 --> 00:28:38,520
Speaker 1: I was working on a thirty five dollar budget, uh,

458
00:28:38,760 --> 00:28:40,720
Speaker 1: my salary that I was getting paid. When I first

459
00:28:40,720 --> 00:28:43,920
Speaker 1: moved to New York, there were a lot of big

460
00:28:44,360 --> 00:28:49,400
Speaker 1: corporate retailers, mall tenants. Yeah, a lot of mall tenants.

461
00:28:49,440 --> 00:28:51,880
Speaker 1: It felt like a it felt like a mall. It did.

462
00:28:52,000 --> 00:28:57,720
Speaker 1: And now if you walk around, there are independently owned businesses.

463
00:28:58,200 --> 00:29:01,640
Speaker 1: The first female independently own retailer has opened at Rock

464
00:29:01,720 --> 00:29:05,480
Speaker 1: Center and we now have three there is Yeah, there's

465
00:29:05,520 --> 00:29:08,440
Speaker 1: a lot of New York independent retailers. There's a lot

466
00:29:08,600 --> 00:29:13,040
Speaker 1: in the hospitality space, so former soft goods spaces have

467
00:29:13,280 --> 00:29:18,280
Speaker 1: been converted to restaurants and bars, it's a really exciting time.

468
00:29:18,480 --> 00:29:23,560
Speaker 1: And I'm hoping that these retailers become the magnets for

469
00:29:23,600 --> 00:29:26,880
Speaker 1: the New York creatives and the types of New Yorker like,

470
00:29:27,080 --> 00:29:29,080
Speaker 1: not even the New York creatives, like I just hope

471
00:29:29,120 --> 00:29:33,320
Speaker 1: that these retailers become a magnet for New York because

472
00:29:33,360 --> 00:29:35,720
Speaker 1: New Yorkers want to be where other New Yorkers are.

473
00:29:36,440 --> 00:29:39,080
Speaker 1: And these are the types of retailers that we truly

474
00:29:39,160 --> 00:29:43,800
Speaker 1: believe resonate with with New Yorkers. The you know, the

475
00:29:43,880 --> 00:29:48,200
Speaker 1: small independent bookseller or the great coffee shop that does

476
00:29:48,240 --> 00:29:51,080
Speaker 1: that perfect light a that you get every morning, or

477
00:29:51,520 --> 00:29:54,040
Speaker 1: the guys down the road that do your perfect cocktail

478
00:29:54,120 --> 00:29:57,120
Speaker 1: for your you know, Thursday five o'clock happy hour, like

479
00:29:57,440 --> 00:30:00,600
Speaker 1: those are the types of people that we have invited

480
00:30:00,720 --> 00:30:05,960
Speaker 1: to be part of our future and really excited that

481
00:30:06,000 --> 00:30:08,480
Speaker 1: a lot of a lot of the partners that we've

482
00:30:08,520 --> 00:30:11,440
Speaker 1: signed on really get what we're trying to do, and

483
00:30:11,480 --> 00:30:15,120
Speaker 1: they're excited by the vision and they share our same

484
00:30:15,160 --> 00:30:17,680
Speaker 1: hopes for this place and for this city. And if

485
00:30:17,720 --> 00:30:20,080
Speaker 1: you think, now I'm ranting, but if you think about

486
00:30:20,600 --> 00:30:24,960
Speaker 1: the few the sort of like what m post transactional

487
00:30:25,040 --> 00:30:29,160
Speaker 1: space looks like in a COVID and post COVID world.

488
00:30:29,680 --> 00:30:33,080
Speaker 1: You used to go into a store and buy something.

489
00:30:33,840 --> 00:30:39,000
Speaker 1: That doesn't really happen anymore. Now it's about experience, it's

490
00:30:39,040 --> 00:30:45,080
Speaker 1: about brand, it's about storytelling, it's about creative content. How

491
00:30:45,120 --> 00:30:48,960
Speaker 1: do you re merchandise these spaces that I mean, let's

492
00:30:48,960 --> 00:30:53,240
Speaker 1: be honest, Rock Center is very old and it's historically

493
00:30:53,320 --> 00:30:55,640
Speaker 1: landmark listed. There's not a lot that you can do

494
00:30:55,800 --> 00:30:58,959
Speaker 1: to the inside of these spaces. How can you reposition

495
00:30:59,040 --> 00:31:03,040
Speaker 1: them and re imagine them and engage new types of

496
00:31:03,080 --> 00:31:07,280
Speaker 1: retailers that can help you um provide the types of

497
00:31:07,320 --> 00:31:10,600
Speaker 1: experiences that the modern consumer is looking to have. Because

498
00:31:10,600 --> 00:31:14,560
Speaker 1: it's really interesting to think about the preposts as you

499
00:31:14,600 --> 00:31:18,840
Speaker 1: were talking earlier about marketing in the real estate space

500
00:31:19,360 --> 00:31:24,520
Speaker 1: very transactional in nature, to now thinking about programming the

501
00:31:24,640 --> 00:31:27,880
Speaker 1: real estate to tell a story in which real estate

502
00:31:27,920 --> 00:31:31,760
Speaker 1: now is transformational. M hm. For so much of the

503
00:31:31,840 --> 00:31:36,920
Speaker 1: last few years we've been talking about digital transformation. Now

504
00:31:36,960 --> 00:31:41,640
Speaker 1: we're talking about physical transformation. Yeah, and the role in

505
00:31:41,680 --> 00:31:46,960
Speaker 1: which physical spaces will now play. Talk to us about

506
00:31:46,960 --> 00:31:52,120
Speaker 1: what physical transformation is on your properties over the last

507
00:31:52,120 --> 00:31:54,280
Speaker 1: twelve to eighteen months and how you're thinking about it

508
00:31:54,320 --> 00:31:59,280
Speaker 1: for the next twelve to eighteen. It's so interesting. I

509
00:31:59,280 --> 00:32:03,520
Speaker 1: I remember member so vividly. At the very beginning of COVID,

510
00:32:03,560 --> 00:32:07,000
Speaker 1: we were working from home and Richmonds Buyer was mostly

511
00:32:07,000 --> 00:32:09,600
Speaker 1: in the office. Um, there was a couple of months

512
00:32:09,600 --> 00:32:11,120
Speaker 1: where we will work from home and then we were

513
00:32:11,160 --> 00:32:13,800
Speaker 1: back in the office probably June last year, much earlier

514
00:32:13,800 --> 00:32:19,040
Speaker 1: than most people. I was seeing so many conversations play

515
00:32:19,040 --> 00:32:23,280
Speaker 1: out in media on LinkedIn, through friends, in various groups

516
00:32:23,320 --> 00:32:27,080
Speaker 1: and networks that I'm a member of. Everyone was talking

517
00:32:27,120 --> 00:32:32,120
Speaker 1: about the future of the office and how work from

518
00:32:32,120 --> 00:32:34,360
Speaker 1: home was going to be the new norm, and that

519
00:32:34,440 --> 00:32:38,800
Speaker 1: the office had rendered itself irrelevant and the office spaces

520
00:32:38,840 --> 00:32:43,560
Speaker 1: would need to completely transform themselves. And I just didn't

521
00:32:43,720 --> 00:32:50,200
Speaker 1: buy it. And I think it's because community and connection matters.

522
00:32:50,360 --> 00:32:53,000
Speaker 1: And I know that sounds super cheesy, but I think

523
00:32:53,040 --> 00:32:57,400
Speaker 1: there's a magical spark that happens, that spark of inspiration

524
00:32:58,240 --> 00:33:02,080
Speaker 1: over the unexpected water call the conversation or the brainstorm

525
00:33:02,080 --> 00:33:04,160
Speaker 1: session that you have with your team where someone with

526
00:33:04,200 --> 00:33:07,200
Speaker 1: a very different perspective and background to you shares an

527
00:33:07,240 --> 00:33:10,240
Speaker 1: idea and it leads to the next best thing or

528
00:33:10,280 --> 00:33:12,320
Speaker 1: that campaign concept that you wouldn't have come up with

529
00:33:12,320 --> 00:33:16,200
Speaker 1: on your own. That's sort of serendipity. The magic of

530
00:33:16,240 --> 00:33:19,920
Speaker 1: that moment can't happen in a scheduled thirty minute zoom.

531
00:33:19,960 --> 00:33:22,640
Speaker 1: I truly believe that I always have, and I think

532
00:33:22,680 --> 00:33:26,120
Speaker 1: people are starting after the last eighteen months to recognize

533
00:33:26,160 --> 00:33:29,960
Speaker 1: that fact. They're realizing that they realized they miss the

534
00:33:30,040 --> 00:33:32,840
Speaker 1: connection and the energy that comes from that one on

535
00:33:32,840 --> 00:33:37,640
Speaker 1: one or that group connection. I think the office has

536
00:33:37,680 --> 00:33:40,520
Speaker 1: to change, and of course we're thinking about that at

537
00:33:40,560 --> 00:33:43,560
Speaker 1: trim Inspire, and we're sort of repositioning ourselves and there's

538
00:33:43,600 --> 00:33:46,880
Speaker 1: a number of products that we offer that we're actually

539
00:33:47,000 --> 00:33:50,360
Speaker 1: the pre date of the pandemic around coworking and flexible

540
00:33:50,400 --> 00:33:54,280
Speaker 1: workspace and workplace amenities and so on and so forth.

541
00:33:55,720 --> 00:34:01,040
Speaker 1: But the office, I think will remain incredibly important for productivity,

542
00:34:03,240 --> 00:34:10,200
Speaker 1: but perhaps more important for big creative thinking because that's

543
00:34:10,239 --> 00:34:13,080
Speaker 1: not something that you can do at home on your own.

544
00:34:13,520 --> 00:34:17,720
Speaker 1: So do you see this office experience, like this space

545
00:34:17,960 --> 00:34:22,479
Speaker 1: actually looking different. I think what's interesting is with we

546
00:34:22,520 --> 00:34:27,000
Speaker 1: work kind of going to its demise. I mean, they're read,

547
00:34:27,000 --> 00:34:31,960
Speaker 1: they're trying to reinvent themselves. It feels like there's an

548
00:34:31,960 --> 00:34:39,040
Speaker 1: opportunity for companies like Tishman Speyer UM to maybe fill

549
00:34:39,160 --> 00:34:44,160
Speaker 1: in and do differently UM and reimagine something that we

550
00:34:44,200 --> 00:34:50,040
Speaker 1: work was kind of going for Interestingly, about six years

551
00:34:50,080 --> 00:34:53,879
Speaker 1: also ago, Tishman Spy recognized the need for flexible work

552
00:34:53,880 --> 00:34:56,120
Speaker 1: product and rather than partnering with a third party like

553
00:34:56,280 --> 00:35:00,160
Speaker 1: we work, we created our own coworking platform called Studio.

554
00:35:00,760 --> 00:35:03,640
Speaker 1: It is up and running and flourishing and there are

555
00:35:04,400 --> 00:35:07,920
Speaker 1: you know, soon to be a hundred locations across the world.

556
00:35:08,000 --> 00:35:10,919
Speaker 1: It's a really incredible business UM and something that we've

557
00:35:11,000 --> 00:35:14,400
Speaker 1: run ourselves in house for a number of years. Watching

558
00:35:14,400 --> 00:35:18,040
Speaker 1: what happened over the last eighteen months really fueled the

559
00:35:18,120 --> 00:35:20,279
Speaker 1: obvious need for that and the excitement that we have

560
00:35:20,400 --> 00:35:24,760
Speaker 1: around it. I think the bigger question UM less about

561
00:35:24,800 --> 00:35:27,239
Speaker 1: like what do you do with that floorplate and how

562
00:35:27,239 --> 00:35:30,360
Speaker 1: do you divide it up exactly. It's really about the

563
00:35:30,400 --> 00:35:34,680
Speaker 1: amenetization of the office. It can't just be like you

564
00:35:34,719 --> 00:35:37,399
Speaker 1: said earlier, as you're talking about going to ge where

565
00:35:37,440 --> 00:35:39,600
Speaker 1: you go in, you getting an elevator, you go up

566
00:35:39,640 --> 00:35:41,960
Speaker 1: and you feel like you're in a corporate headquarters. It

567
00:35:42,000 --> 00:35:45,600
Speaker 1: has to feel hospitable and the overuse of the word

568
00:35:45,640 --> 00:35:48,440
Speaker 1: hospitality is driving me crazy right now in my industry

569
00:35:48,480 --> 00:35:53,040
Speaker 1: and everywhere else. But the idea of a hospitable experience

570
00:35:53,120 --> 00:35:57,520
Speaker 1: where you're greeted, there's great music, there are great smells,

571
00:35:57,640 --> 00:36:00,640
Speaker 1: there's a great place to eat, there's a love comfortable

572
00:36:00,760 --> 00:36:04,200
Speaker 1: couch or chair to sit in. The amanetization of the workplace,

573
00:36:04,200 --> 00:36:07,320
Speaker 1: whether that happens in a lobby, whether that happens through

574
00:36:07,880 --> 00:36:10,319
Speaker 1: a suite of product and services that you offer as

575
00:36:10,400 --> 00:36:14,520
Speaker 1: part of the tenant experience, or whether that's physical lounges

576
00:36:14,560 --> 00:36:18,520
Speaker 1: and community spaces within our within our buildings. That's something

577
00:36:18,520 --> 00:36:21,320
Speaker 1: that we've been considering for a long time. It's something

578
00:36:21,320 --> 00:36:24,239
Speaker 1: that we've had within the portfolio for the last ten

579
00:36:24,320 --> 00:36:27,280
Speaker 1: years or so, but obviously the last eighteen months leaning

580
00:36:27,400 --> 00:36:30,000
Speaker 1: very heavily into it. You know, you talk about authentically

581
00:36:30,040 --> 00:36:32,799
Speaker 1: New York. To be able to distill that down to

582
00:36:32,960 --> 00:36:36,799
Speaker 1: a scent as really as we're talking like, it's a

583
00:36:36,840 --> 00:36:41,600
Speaker 1: really powerful thing. I mean, are those elements Makila's You're

584
00:36:41,640 --> 00:36:45,480
Speaker 1: you're you're pushing forward in terms of sensory obviously New

585
00:36:45,520 --> 00:36:47,920
Speaker 1: York sensory overload, but if you're able to kind of

586
00:36:47,920 --> 00:36:51,319
Speaker 1: pull it down into a few key fundamentals. What is

587
00:36:51,400 --> 00:36:55,400
Speaker 1: that I think you want? Well, this is for us anyway,

588
00:36:55,400 --> 00:36:58,920
Speaker 1: without giving away too many trade secrets. We want someone

589
00:36:59,080 --> 00:37:03,440
Speaker 1: to enter and ave a Tishman's ya building happy, as

590
00:37:03,480 --> 00:37:05,680
Speaker 1: simple as that sounds. We want them to have a

591
00:37:05,719 --> 00:37:10,520
Speaker 1: frictionless experience that leaves them happy. We want them to

592
00:37:10,560 --> 00:37:12,520
Speaker 1: walk in with a smile on their face and leave

593
00:37:12,560 --> 00:37:14,759
Speaker 1: with a smile on their face. If at the end

594
00:37:14,760 --> 00:37:17,640
Speaker 1: of the day that is their experience, we know that

595
00:37:17,680 --> 00:37:20,600
Speaker 1: we've achieved success. That's what we set out to achieve.

596
00:37:21,120 --> 00:37:25,120
Speaker 1: I think about being able to enter a space where

597
00:37:25,840 --> 00:37:30,640
Speaker 1: I can um even if I'm broker, even if I'm

598
00:37:30,680 --> 00:37:33,600
Speaker 1: an actuary, it doesn't matter. I think there's something really

599
00:37:33,719 --> 00:37:41,160
Speaker 1: interesting about um upping the anti on creativity in spaces

600
00:37:41,360 --> 00:37:48,360
Speaker 1: where it's almost um uh ambiid required an ambient and

601
00:37:48,640 --> 00:37:52,759
Speaker 1: interesting maybe instead of the word creativity, which is so

602
00:37:52,960 --> 00:37:58,000
Speaker 1: overused and I think quite deluded. This idea of culture

603
00:37:58,719 --> 00:38:02,520
Speaker 1: is really important. Like when when someone asks me what

604
00:38:02,760 --> 00:38:04,920
Speaker 1: I do, or like, what my sweet spot is, I

605
00:38:04,960 --> 00:38:10,520
Speaker 1: talk about the connection between culture and commerce and the

606
00:38:10,600 --> 00:38:14,200
Speaker 1: interplay of those two things, and how one is no

607
00:38:14,320 --> 00:38:17,880
Speaker 1: more important than the other, but they're so deeply integrated.

608
00:38:17,880 --> 00:38:21,520
Speaker 1: In their symbiotic relationship. You know that, like if you

609
00:38:21,640 --> 00:38:24,560
Speaker 1: just have commerce and no culture, but you just have

610
00:38:24,680 --> 00:38:26,480
Speaker 1: culture and no commerce, that you have to find the

611
00:38:26,480 --> 00:38:30,200
Speaker 1: way to measure business interests with the right injection of

612
00:38:30,239 --> 00:38:33,600
Speaker 1: the creative industries, but also find a way to commercialize

613
00:38:33,600 --> 00:38:36,319
Speaker 1: the creative industries. That it better is everyone all for

614
00:38:36,320 --> 00:38:39,080
Speaker 1: the benefit of all. And I think that's the real

615
00:38:39,160 --> 00:38:44,040
Speaker 1: sweet spot for us right now, understanding how culture is

616
00:38:44,120 --> 00:38:48,799
Speaker 1: infused throughout our spaces to give that as you say,

617
00:38:48,920 --> 00:38:51,040
Speaker 1: like it's such a perfect description of it. Actually like

618
00:38:51,080 --> 00:38:55,360
Speaker 1: this sort of um, the ambient creativity or the ambient

619
00:38:55,440 --> 00:39:03,040
Speaker 1: experience that is somewhat undefinable um by h deeply memorable

620
00:39:04,520 --> 00:39:09,440
Speaker 1: and an impressionable, impressionable, impressionable totally. It's really interesting to

621
00:39:09,440 --> 00:39:12,239
Speaker 1: think about Rockefeller Center not as a space, but as

622
00:39:12,239 --> 00:39:15,759
Speaker 1: an idea, an idea of Rockefeller Center, right, And and

623
00:39:15,880 --> 00:39:17,600
Speaker 1: that kind of leads me to when you think about

624
00:39:17,640 --> 00:39:20,279
Speaker 1: real estate, the transactional nature of it. I come there,

625
00:39:21,040 --> 00:39:23,880
Speaker 1: I do what I'm doing there, and then I leave.

626
00:39:24,760 --> 00:39:31,080
Speaker 1: How are you thinking about that narrative continuing beyond my

627
00:39:31,200 --> 00:39:35,920
Speaker 1: physical interaction and moving As I said, the idea of

628
00:39:36,000 --> 00:39:39,359
Speaker 1: Rockefeller Center, how does that start to move horizontally as

629
00:39:39,400 --> 00:39:45,560
Speaker 1: opposed to vertically. I don't necessarily focus on why you're coming.

630
00:39:46,280 --> 00:39:50,600
Speaker 1: I focus on what you need when you're here, So

631
00:39:50,680 --> 00:39:53,440
Speaker 1: that sort of pre and post transaction. Like you're talking

632
00:39:53,440 --> 00:39:56,440
Speaker 1: about if you're coming to the office to work, or

633
00:39:56,480 --> 00:39:59,560
Speaker 1: if you're coming to Rockefeller Center to buy something, or

634
00:39:59,600 --> 00:40:03,120
Speaker 1: if you're coming to Rockefeller Center to ice skate, we'll

635
00:40:03,120 --> 00:40:08,680
Speaker 1: see the tree. Whatever your intention, what can we provide

636
00:40:08,760 --> 00:40:13,719
Speaker 1: that entertains you and surprises and delights you, that perhaps

637
00:40:13,840 --> 00:40:19,359
Speaker 1: encourages you to stay. How important has pushing yourself into

638
00:40:20,360 --> 00:40:25,479
Speaker 1: UM different communities been important to the success of your job?

639
00:40:26,160 --> 00:40:28,920
Speaker 1: And I'm leading I'm gonna be very specific about this.

640
00:40:29,120 --> 00:40:33,400
Speaker 1: You surround yourself UM with a lot of different people

641
00:40:34,360 --> 00:40:37,960
Speaker 1: UM from with a lot of different backgrounds, uh, and

642
00:40:38,040 --> 00:40:41,759
Speaker 1: I think watching you from the outside that's been beneficial.

643
00:40:42,080 --> 00:40:46,120
Speaker 1: Talk about how important that was to the success of

644
00:40:46,520 --> 00:40:52,480
Speaker 1: you in this role and also maybe reimagining UM spaces

645
00:40:52,520 --> 00:40:56,200
Speaker 1: and places in a different way. That's such a good question.

646
00:40:56,719 --> 00:41:02,160
Speaker 1: I think to truly provide the people, you need to

647
00:41:02,239 --> 00:41:08,919
Speaker 1: have empathy and you need to just listen. I think

648
00:41:08,920 --> 00:41:15,000
Speaker 1: I've always been a very deeply culturally curious person. My

649
00:41:15,120 --> 00:41:18,640
Speaker 1: dad was a contemporary dancer, my mom was a photographer.

650
00:41:19,040 --> 00:41:21,239
Speaker 1: They started a building company so they could afford to

651
00:41:21,280 --> 00:41:24,160
Speaker 1: send us to school, but they are like deep passions

652
00:41:24,520 --> 00:41:26,960
Speaker 1: were the creative industries, and so it grew up in

653
00:41:26,960 --> 00:41:30,120
Speaker 1: this house that cared a lot about that and didn't

654
00:41:30,200 --> 00:41:34,120
Speaker 1: care a lot about business. So I always I was

655
00:41:34,160 --> 00:41:38,480
Speaker 1: always really fascinated by like how businesses then tap into

656
00:41:38,520 --> 00:41:42,640
Speaker 1: that world. But for me, this culture of curiosity has

657
00:41:42,680 --> 00:41:46,000
Speaker 1: always stayed with me. And I also think that like

658
00:41:46,320 --> 00:41:49,920
Speaker 1: to truly understand culture, you need to just be in

659
00:41:50,000 --> 00:41:53,600
Speaker 1: it and you need to listen. If Rocket Feller Center

660
00:41:53,760 --> 00:41:58,799
Speaker 1: is the epicenter of so many industries, right, the aperture

661
00:41:59,080 --> 00:42:03,560
Speaker 1: of leaders that you're interacting with has to lead you

662
00:42:03,760 --> 00:42:07,040
Speaker 1: to I would imagine down so many different paths and

663
00:42:07,360 --> 00:42:12,080
Speaker 1: the clashing and colliding and collapsing of industries to create

664
00:42:12,160 --> 00:42:16,680
Speaker 1: unparalleled experiences. That's where it gets really exciting. The opportunity

665
00:42:16,719 --> 00:42:20,080
Speaker 1: to reimagine whatever that looks like because of this, because

666
00:42:20,120 --> 00:42:23,840
Speaker 1: of these collisions, these creative connections. And I think I

667
00:42:24,560 --> 00:42:29,239
Speaker 1: m because I've always been so deeply culturally curious. I've

668
00:42:29,239 --> 00:42:32,040
Speaker 1: always tried to have my finger on the pulse or

669
00:42:32,080 --> 00:42:34,960
Speaker 1: at least be familiar with familiar enough with it to

670
00:42:35,080 --> 00:42:38,400
Speaker 1: understand like what's moving the needle and what's cool. I

671
00:42:38,480 --> 00:42:42,200
Speaker 1: have always like, I think one of my special skills,

672
00:42:42,280 --> 00:42:45,840
Speaker 1: one of my superpowers, is like understanding what's cool. And

673
00:42:47,360 --> 00:42:51,000
Speaker 1: way way way back, that was like my entry point

674
00:42:51,000 --> 00:42:53,080
Speaker 1: into that was through events, and I was working with

675
00:42:53,120 --> 00:42:56,279
Speaker 1: these agencies and I was working in house places and

676
00:42:56,280 --> 00:43:00,320
Speaker 1: it was always described as like experiential experiential events, remember

677
00:43:00,320 --> 00:43:02,880
Speaker 1: when that was a thing. But I would be the

678
00:43:02,920 --> 00:43:05,800
Speaker 1: one where someone would say, like, Okay, we're a top

679
00:43:05,840 --> 00:43:08,200
Speaker 1: shop and we want to do this pop up event.

680
00:43:08,760 --> 00:43:11,279
Speaker 1: What happens there? And I would say, okay, like let's

681
00:43:11,320 --> 00:43:15,040
Speaker 1: get this designer with this artist and this musician and

682
00:43:15,080 --> 00:43:18,279
Speaker 1: we'll do a collab. And at the time it was

683
00:43:18,360 --> 00:43:22,000
Speaker 1: like just you know, it was experiential marketing, but that

684
00:43:22,160 --> 00:43:25,080
Speaker 1: evolved into programming, which is now like a whole thing,

685
00:43:25,120 --> 00:43:29,040
Speaker 1: which then becomes I mean, I guess my role um

686
00:43:29,880 --> 00:43:35,359
Speaker 1: The I think the hard part for me is um

687
00:43:35,480 --> 00:43:38,880
Speaker 1: as my jobs get bigger and bigger, and as my

688
00:43:39,160 --> 00:43:42,160
Speaker 1: personal life gets smaller and smaller with like two kids,

689
00:43:42,160 --> 00:43:47,279
Speaker 1: in managing that, keeping up to date on what's core

690
00:43:47,960 --> 00:43:52,080
Speaker 1: and keeping up to date with those people in my

691
00:43:52,200 --> 00:43:57,120
Speaker 1: life that are so talented, those multi hyphenite creatives who

692
00:43:57,400 --> 00:44:00,560
Speaker 1: have always defined culture and have always has been at

693
00:44:00,600 --> 00:44:04,879
Speaker 1: the forefront of what is new and next. And I've

694
00:44:04,920 --> 00:44:08,280
Speaker 1: always taken such inspiration from the creatives that I surround

695
00:44:08,360 --> 00:44:11,640
Speaker 1: myself with. And the biggest challenge that I have in

696
00:44:11,640 --> 00:44:14,759
Speaker 1: my day to day these days is just keeping up

697
00:44:14,760 --> 00:44:17,520
Speaker 1: to date and keeping in touch. And I think as

698
00:44:17,560 --> 00:44:22,920
Speaker 1: we get so overwhelmed by content, I'm constantly being served

699
00:44:23,040 --> 00:44:25,480
Speaker 1: stuff and it's not actually the stuff that I want

700
00:44:25,480 --> 00:44:30,520
Speaker 1: to see, and like making the time to you know,

701
00:44:30,600 --> 00:44:33,640
Speaker 1: actually reserving the time to keep in touch with those

702
00:44:33,680 --> 00:44:36,279
Speaker 1: people and to make sure that you're reading about those

703
00:44:36,320 --> 00:44:40,880
Speaker 1: next chapters. And um, I think that that's where the

704
00:44:40,960 --> 00:44:44,360
Speaker 1: magic wise. But it's also the biggest the biggest challenge

705
00:44:44,440 --> 00:44:47,880
Speaker 1: for me personally. I mean the Samford Biggers Commission that

706
00:44:47,920 --> 00:44:50,640
Speaker 1: we launched this year, the Cause Commission too. I mean

707
00:44:51,000 --> 00:44:54,080
Speaker 1: this year Rockefeller Center is going to have the first

708
00:44:54,160 --> 00:44:59,160
Speaker 1: campus takeover by a single artist in the center's history

709
00:44:59,360 --> 00:45:01,879
Speaker 1: with the Stamford Biggest installation and exhibition that we had

710
00:45:01,960 --> 00:45:05,560
Speaker 1: in May, and we've also got an original Cause sculpture

711
00:45:05,600 --> 00:45:08,440
Speaker 1: with a full exhibition, a campus wide exhibition by Brian

712
00:45:08,920 --> 00:45:12,360
Speaker 1: and for Rock sent to be sort of bookended by

713
00:45:12,840 --> 00:45:18,759
Speaker 1: Sandford Biggs. And cause that isn't just because like that's

714
00:45:18,800 --> 00:45:21,760
Speaker 1: not just me, That's not just that's that's a whole

715
00:45:22,120 --> 00:45:28,120
Speaker 1: world of creative people who recommending and connecting and you know,

716
00:45:28,400 --> 00:45:30,640
Speaker 1: lunches that and from the Brooklyn Museum and I are

717
00:45:30,640 --> 00:45:32,839
Speaker 1: having over what she's doing and what's coming up and

718
00:45:32,880 --> 00:45:37,600
Speaker 1: how we can partner. I think too often agencies especially

719
00:45:38,120 --> 00:45:41,880
Speaker 1: come in with a deck on culture, come in with

720
00:45:41,960 --> 00:45:44,960
Speaker 1: a trend stack. But I think the big distinction here

721
00:45:45,120 --> 00:45:49,160
Speaker 1: is that again, you have to be a practitioner, you

722
00:45:49,280 --> 00:45:52,080
Speaker 1: have to be in it, you have to force yourself.

723
00:45:52,480 --> 00:45:56,080
Speaker 1: It's easy to default to the deck, right, It's easy

724
00:45:56,160 --> 00:45:58,680
Speaker 1: to default to the deck. But I think that more

725
00:45:58,719 --> 00:46:03,720
Speaker 1: and more marketers um because they came into this industry

726
00:46:03,840 --> 00:46:06,960
Speaker 1: through something that was creative, through something that they found

727
00:46:07,000 --> 00:46:12,880
Speaker 1: that they could either make or influence or do differently. UM.

728
00:46:12,920 --> 00:46:16,799
Speaker 1: I think we forget sometimes that we're practitioners of creativity,

729
00:46:16,920 --> 00:46:21,200
Speaker 1: even if you don't see yourself as a creative. And

730
00:46:21,280 --> 00:46:24,480
Speaker 1: so really pushing the bounds of that network is so

731
00:46:24,840 --> 00:46:29,200
Speaker 1: those relationships I think too like I would never. I

732
00:46:29,280 --> 00:46:33,759
Speaker 1: can't design to save myself, like I could never make

733
00:46:33,960 --> 00:46:38,400
Speaker 1: a flyer. I can't design a thing. But my sweet

734
00:46:38,400 --> 00:46:43,200
Speaker 1: spot has always been people and spaces. Places and people,

735
00:46:44,000 --> 00:46:46,799
Speaker 1: and you know how those two come together. And I

736
00:46:46,800 --> 00:46:50,400
Speaker 1: think that is really like how artists and communities connect.

737
00:46:50,440 --> 00:46:53,160
Speaker 1: Like that's always just been my sweet spook. It's something

738
00:46:53,160 --> 00:46:57,600
Speaker 1: that is hard to do but required. I think, yes,

739
00:46:57,800 --> 00:47:04,040
Speaker 1: I agree. And also the applic cation of trends, where

740
00:47:04,080 --> 00:47:07,799
Speaker 1: as you were saying, they're authentically New York in the

741
00:47:07,800 --> 00:47:13,440
Speaker 1: case of Rockefeller Center, So knowing what the trends are

742
00:47:13,480 --> 00:47:15,799
Speaker 1: is one element of it, but knowing what to pull

743
00:47:15,920 --> 00:47:18,319
Speaker 1: down and how to apply it so that it is

744
00:47:18,400 --> 00:47:23,200
Speaker 1: relevant to your business or brand objectives is a whole

745
00:47:23,560 --> 00:47:26,680
Speaker 1: you know, is the art of it. You know, I'm

746
00:47:26,800 --> 00:47:31,000
Speaker 1: so excited at what the future holds for Rockefeller Center.

747
00:47:31,400 --> 00:47:35,480
Speaker 1: For the first time in my career with Schminspire, people

748
00:47:35,480 --> 00:47:39,880
Speaker 1: are coming to me with recommendations and people are telling

749
00:47:39,960 --> 00:47:42,239
Speaker 1: me that Rock Center is a cool place to be.

750
00:47:43,120 --> 00:47:47,120
Speaker 1: It's just starting now and it's such an exciting time

751
00:47:47,440 --> 00:47:50,080
Speaker 1: and it's the really hot It's the result of like

752
00:47:50,280 --> 00:47:52,880
Speaker 1: three years of really hard work from a whole team

753
00:47:52,880 --> 00:47:57,000
Speaker 1: of really smart people. So before you go, um, we

754
00:47:57,080 --> 00:47:59,000
Speaker 1: have a game that we like to play. But before

755
00:47:59,000 --> 00:48:01,319
Speaker 1: we get to the game, as somebody who keeps their

756
00:48:01,360 --> 00:48:05,480
Speaker 1: finger on the pulse of pool, what's the polish thing?

757
00:48:05,680 --> 00:48:09,080
Speaker 1: What is michaela paying attention to? Oh my god, that's

758
00:48:09,200 --> 00:48:16,560
Speaker 1: so hard. Um, there's an amazing collection of downtown artists

759
00:48:16,600 --> 00:48:24,040
Speaker 1: who are doing this beautifully ambient figurative oils oil work

760
00:48:26,280 --> 00:48:30,319
Speaker 1: and like all of a sudden, like this sort of

761
00:48:31,640 --> 00:48:35,880
Speaker 1: the abstract paintings that were so hot and so hip

762
00:48:36,160 --> 00:48:39,360
Speaker 1: not a thing anymore. Still, life's still lives with a

763
00:48:39,360 --> 00:48:42,360
Speaker 1: new thing and they're amazing, and there's a few artists

764
00:48:42,400 --> 00:48:47,000
Speaker 1: and I'm some I'm like relatively like quite obsessed with them.

765
00:48:47,080 --> 00:48:50,920
Speaker 1: I think that's really interesting. That's still lives are the

766
00:48:51,000 --> 00:48:53,239
Speaker 1: cool new hip thing. Yeah, I mean, why do you

767
00:48:53,280 --> 00:48:57,320
Speaker 1: think Because for the last eighteen months, because we've been stuck, baby,

768
00:48:57,480 --> 00:48:59,840
Speaker 1: we've been stuck at home, and we'll be forced to

769
00:49:00,520 --> 00:49:03,840
Speaker 1: the same thing. The big thing I think at the

770
00:49:03,920 --> 00:49:08,799
Speaker 1: moment is around food, because, um, particularly in New York,

771
00:49:08,800 --> 00:49:10,759
Speaker 1: if we're like hyper focused on New York right now,

772
00:49:11,560 --> 00:49:14,680
Speaker 1: the resut industries just went through the most challenging time

773
00:49:15,120 --> 00:49:17,760
Speaker 1: and so many of those independently owned bars and restaurants

774
00:49:17,760 --> 00:49:20,319
Speaker 1: had to close, and there's a lot of space that

775
00:49:20,520 --> 00:49:25,840
Speaker 1: is begging for reinvention, and a lot of the chefs

776
00:49:26,000 --> 00:49:29,280
Speaker 1: and cocktiliers and bar owners in the city are trying

777
00:49:29,320 --> 00:49:34,120
Speaker 1: to repurpose old space with new concepts. And it's a

778
00:49:34,160 --> 00:49:37,520
Speaker 1: really exciting time. And there's a few restaurants opening and

779
00:49:37,560 --> 00:49:40,120
Speaker 1: a few pop up concepts opening in the next couple

780
00:49:40,160 --> 00:49:43,200
Speaker 1: of months that I think are going to really redefine

781
00:49:43,320 --> 00:49:49,400
Speaker 1: the dining experience in New York for um the next

782
00:49:49,440 --> 00:49:53,280
Speaker 1: handful of years. And that'stuff. I'm really excited to see

783
00:49:53,880 --> 00:49:56,920
Speaker 1: where that goes and how like how the city engages

784
00:49:56,960 --> 00:49:59,480
Speaker 1: with that. Are we going to see Rock Center in

785
00:49:59,520 --> 00:50:06,759
Speaker 1: some kind metaverse like Umn Fortnight Fortnite? I wish the

786
00:50:06,800 --> 00:50:10,160
Speaker 1: Fortnit me back? Oh there you go Fortnite, because I

787
00:50:10,160 --> 00:50:12,400
Speaker 1: will go to a show at Rock Center in fortnite

788
00:50:12,560 --> 00:50:16,560
Speaker 1: all day long. Watch this space, Watch this space, space,

789
00:50:16,880 --> 00:50:21,360
Speaker 1: watch this space. Okay, done, I love it. Before you go, Michaela,

790
00:50:21,520 --> 00:50:27,800
Speaker 1: it's time bye bye bye. What is Michaela buying? Buy?

791
00:50:27,840 --> 00:50:30,560
Speaker 1: What are you saying? Bye? Two b y e? And

792
00:50:30,600 --> 00:50:33,680
Speaker 1: what are you doing yourself? Be? Why? What am I

793
00:50:33,760 --> 00:50:38,759
Speaker 1: buying far too many clothes because I had nowhere to go,

794
00:50:39,840 --> 00:50:42,200
Speaker 1: and now I have places to go, and I am

795
00:50:42,320 --> 00:50:46,360
Speaker 1: dressing for the occasion. What am I saying goodbye to?

796
00:50:48,000 --> 00:50:52,239
Speaker 1: I think fear Honestly, I've had enough of it this year.

797
00:50:52,320 --> 00:50:56,360
Speaker 1: I'm saying I've had enough. I'm not fearful anymore. Let's

798
00:50:56,400 --> 00:51:00,279
Speaker 1: just do this thing. And what is by Michael Okay. So,

799
00:51:00,920 --> 00:51:10,920
Speaker 1: I recently launched a forum for executive women called Other Company,

800
00:51:12,160 --> 00:51:15,239
Speaker 1: which is really just a place for executive women in

801
00:51:15,320 --> 00:51:20,680
Speaker 1: leadership roles to exchange advice, get a pay mentorship, provide guidance,

802
00:51:20,760 --> 00:51:26,040
Speaker 1: contacts and so on. And it's been really exciting to

803
00:51:26,040 --> 00:51:28,759
Speaker 1: see the combination conversations and some of the connections that

804
00:51:28,800 --> 00:51:32,640
Speaker 1: have taken place on that platform. And I'm thrilled so far.

805
00:51:32,800 --> 00:51:36,920
Speaker 1: And we've got such an engaged collection of really accomplished,

806
00:51:37,080 --> 00:51:40,719
Speaker 1: such clever women. Where are you doing it? It's on Discord.

807
00:51:41,080 --> 00:51:46,719
Speaker 1: It's by invitation only, uh, but you're both invited. Thank you,

808
00:51:47,040 --> 00:51:49,520
Speaker 1: Thank you. I love it, Michael. Always a pleasure to

809
00:51:49,520 --> 00:51:52,600
Speaker 1: talk to you. Thank you for coming by, Thank you

810
00:51:52,640 --> 00:51:55,160
Speaker 1: for coming. We look forward to talking to you on Discord.

811
00:51:56,360 --> 00:52:02,760
Speaker 1: Thank you so much. Such an honor. What a show. Yeah,

812
00:52:02,880 --> 00:52:07,040
Speaker 1: this is not about marketing in the vein of leasing.

813
00:52:08,280 --> 00:52:13,239
Speaker 1: This is about moving to marketing for longevity, no short

814
00:52:13,320 --> 00:52:18,920
Speaker 1: term leases. How are we thinking about lifetime value? And

815
00:52:19,040 --> 00:52:23,920
Speaker 1: lifetime value requires input from our customers, from our consumers,

816
00:52:24,080 --> 00:52:28,840
Speaker 1: from our fans. How are you thinking about that universe?

817
00:52:28,880 --> 00:52:30,640
Speaker 1: And more importantly in an area I know you are

818
00:52:30,680 --> 00:52:35,040
Speaker 1: super passionate about, how do we move from I'm transacting

819
00:52:35,120 --> 00:52:38,360
Speaker 1: in that space too. Now I become a shareholder of

820
00:52:38,440 --> 00:52:42,719
Speaker 1: that our contributor owner to that space. You know, when

821
00:52:42,719 --> 00:52:45,839
Speaker 1: we were talking offline, Laura and we have talked about

822
00:52:45,840 --> 00:52:48,120
Speaker 1: this for years, and sometimes I like blow it off

823
00:52:48,239 --> 00:52:50,000
Speaker 1: because I'm like, oh, we've talked about that, Like we've

824
00:52:50,000 --> 00:52:52,560
Speaker 1: been there, done that, not just publicly, like between us,

825
00:52:53,280 --> 00:52:57,400
Speaker 1: you talked about physical versus digital. We are about to

826
00:52:57,520 --> 00:53:02,759
Speaker 1: see an explusion on what that means and how it's redefined.

827
00:53:02,800 --> 00:53:08,120
Speaker 1: Can you imagine a world where the ownership of Rockefeller

828
00:53:08,280 --> 00:53:15,360
Speaker 1: Center digitally is now owned by a few dows, d

829
00:53:15,440 --> 00:53:23,160
Speaker 1: aos decentralized autonomist organizations. There is decentralized ownership that is

830
00:53:23,239 --> 00:53:25,799
Speaker 1: coming of pretty much all things. You know, everybody talked

831
00:53:25,800 --> 00:53:28,640
Speaker 1: about the Internet of Things. It's really the decentralized ownership

832
00:53:28,680 --> 00:53:32,319
Speaker 1: of all things. And I truly believe in it not

833
00:53:32,480 --> 00:53:36,719
Speaker 1: only as an organization, but I truly believe in it

834
00:53:36,840 --> 00:53:42,160
Speaker 1: as uh like spiritually philosophically. I am aligned to this.

835
00:53:42,600 --> 00:53:45,400
Speaker 1: What I think is really interesting is that, for example,

836
00:53:45,640 --> 00:53:49,239
Speaker 1: tishm Inspire creates a DOW or opens themselves up to

837
00:53:49,360 --> 00:53:53,400
Speaker 1: creating a dow where they share ownership of Rockefeller Center

838
00:53:53,560 --> 00:53:59,160
Speaker 1: and they completely reimagine Rockefeller Center as a digital experience.

839
00:54:00,080 --> 00:54:04,919
Speaker 1: They have different stores, they have different places to hang out.

840
00:54:04,920 --> 00:54:07,080
Speaker 1: And I'm not going to go into the metaverse here. Yes,

841
00:54:07,160 --> 00:54:11,080
Speaker 1: this like absolutely hints towards metaverse. Let's just like leave

842
00:54:11,200 --> 00:54:14,919
Speaker 1: met because that's like a whole another that's a whole

843
00:54:14,920 --> 00:54:17,880
Speaker 1: another verse. But the point is is that all of

844
00:54:17,920 --> 00:54:23,560
Speaker 1: a sudden, if you have artisans, creators, technologists, business people

845
00:54:23,840 --> 00:54:30,320
Speaker 1: reimagining real estate quote unquote real estate of the digital world,

846
00:54:32,320 --> 00:54:36,080
Speaker 1: and they have ownership over it, you're going to see

847
00:54:36,719 --> 00:54:39,759
Speaker 1: such innovation like we have never seen. In the last

848
00:54:39,760 --> 00:54:41,759
Speaker 1: couple of years, there's been a lot of innovation in

849
00:54:41,840 --> 00:54:46,480
Speaker 1: real estate and selling, but it's still around transaction. But

850
00:54:46,520 --> 00:54:51,560
Speaker 1: when you start to reinvent space, community and commerce in

851
00:54:51,640 --> 00:54:57,520
Speaker 1: a digital world with a legacy asset that gets exciting,

852
00:54:58,040 --> 00:55:02,120
Speaker 1: So you're pumping me up. I'm thinking about the digitization

853
00:55:02,560 --> 00:55:07,480
Speaker 1: of Rock Center. Isn't this arguably why marketing and the

854
00:55:07,600 --> 00:55:12,560
Speaker 1: role of brand positioning, the importance of north Star is

855
00:55:12,600 --> 00:55:16,160
Speaker 1: so important because now when I think about the digitization,

856
00:55:16,800 --> 00:55:20,160
Speaker 1: it isn't necessarily about how do I utilize the physical space?

857
00:55:20,400 --> 00:55:23,960
Speaker 1: Who are the retailers that are coming in? But MICHAELA

858
00:55:24,040 --> 00:55:28,200
Speaker 1: talks about one of the core pillars being authentic New York.

859
00:55:28,600 --> 00:55:32,719
Speaker 1: The I P is not the buildings and the physical footprint,

860
00:55:34,120 --> 00:55:38,439
Speaker 1: it's how is this a convening space for authentic New York.

861
00:55:38,520 --> 00:55:41,000
Speaker 1: My hands are flying right now. You can't see me Atlanta,

862
00:55:41,040 --> 00:55:44,160
Speaker 1: but they're flying because it's it's really interesting to think

863
00:55:44,200 --> 00:55:48,359
Speaker 1: about physical transformation digital transformation. But at the end of

864
00:55:48,400 --> 00:55:52,640
Speaker 1: the day, is it as signing role of positioning, of

865
00:55:53,120 --> 00:55:57,520
Speaker 1: value of before it is least the space. And I

866
00:55:57,520 --> 00:56:00,799
Speaker 1: think because MICHAELA was talking about history Workeley and I

867
00:56:00,800 --> 00:56:04,000
Speaker 1: suppose traditionally in the real estate market, marketing sat with

868
00:56:04,040 --> 00:56:07,040
Speaker 1: the leasing office. It was collateral with promotional materials to

869
00:56:07,120 --> 00:56:13,520
Speaker 1: get a retailer into said building for self enablement. Yeah yeah,

870
00:56:13,680 --> 00:56:16,920
Speaker 1: but by bringing this further up the funnel. Now, all

871
00:56:16,920 --> 00:56:20,200
Speaker 1: of a sudden, the real estate is a convening space

872
00:56:20,880 --> 00:56:23,440
Speaker 1: for all things authentic New York. Yes, exactly, And it's

873
00:56:23,440 --> 00:56:26,840
Speaker 1: a proof point for that positioning. And if your proof

874
00:56:26,920 --> 00:56:31,719
Speaker 1: point is true, it is understood, it is shared. Right.

875
00:56:31,760 --> 00:56:34,719
Speaker 1: This is comes down to like who are you? Why

876
00:56:34,760 --> 00:56:38,440
Speaker 1: do you exist? This is why brand matters. By the way,

877
00:56:38,480 --> 00:56:41,279
Speaker 1: this is why brand matters, right, Like who are you?

878
00:56:41,320 --> 00:56:43,360
Speaker 1: Why do you exist? All of a sudden, if you

879
00:56:43,400 --> 00:56:47,080
Speaker 1: start to define that and apply that with lots of

880
00:56:47,120 --> 00:56:55,840
Speaker 1: different minds investment, innovation, etcetera, the possibility of the scope

881
00:56:56,239 --> 00:57:01,480
Speaker 1: of that thing completely changes. It's just a really interesting

882
00:57:01,520 --> 00:57:05,360
Speaker 1: mindset shift how marketers can be thinking less about leasing

883
00:57:05,360 --> 00:57:09,800
Speaker 1: and more about longevity. Rock Center today is a place

884
00:57:09,840 --> 00:57:14,200
Speaker 1: that people go and visit. Rock Center tomorrow could be

885
00:57:14,239 --> 00:57:19,840
Speaker 1: a place that exists everywhere to everyone, for everyone where

886
00:57:19,880 --> 00:57:25,240
Speaker 1: they are think about that authentically New York everywhere, Authentically

887
00:57:25,280 --> 00:57:28,760
Speaker 1: New York and Shanghai, authentically New York. Blah blah blah

888
00:57:28,760 --> 00:57:31,840
Speaker 1: blah blah. But these are places and spaces that I

889
00:57:31,880 --> 00:57:34,760
Speaker 1: know you and I are really passionate about, and we're

890
00:57:34,800 --> 00:57:37,320
Speaker 1: going to continue. Actually, I think to hone the show

891
00:57:37,800 --> 00:57:40,080
Speaker 1: more towards this, and that's why I think that the

892
00:57:40,120 --> 00:57:44,800
Speaker 1: whole emphasis on physical transformation digital transformation is transforming the output.

893
00:57:44,840 --> 00:57:46,880
Speaker 1: But I think what we're suggesting is we need to

894
00:57:46,920 --> 00:57:50,560
Speaker 1: do more diligence in thinking about the inputs and where

895
00:57:50,560 --> 00:57:53,160
Speaker 1: those inputs are coming from and who owns them and

896
00:57:53,160 --> 00:57:57,240
Speaker 1: how they shape them. And then it's no longer the

897
00:57:57,320 --> 00:58:02,240
Speaker 1: transaction by cell, it's the I'm here to have a

898
00:58:02,280 --> 00:58:05,400
Speaker 1: conversation and iterate over time. I was part of a

899
00:58:05,440 --> 00:58:10,360
Speaker 1: conversation last week that got me pretty fired up around

900
00:58:10,360 --> 00:58:14,680
Speaker 1: the state of marketing and um cmos and defining their roles,

901
00:58:14,760 --> 00:58:17,280
Speaker 1: and like everyone's writing about this, like is the CMO

902
00:58:17,360 --> 00:58:20,480
Speaker 1: the c x O? Now this the chief commercial officer?

903
00:58:20,840 --> 00:58:24,120
Speaker 1: Who is the CMO? I don't care who the CMO is.

904
00:58:24,320 --> 00:58:31,360
Speaker 1: One thing I know is that marketing and marketers have

905
00:58:31,600 --> 00:58:36,960
Speaker 1: got to stop managing and have got to start being

906
00:58:37,760 --> 00:58:42,600
Speaker 1: a practitioner. This whole show was built on that idea.

907
00:58:43,680 --> 00:58:48,280
Speaker 1: Now more than ever, there are consumers that are doing

908
00:58:48,760 --> 00:58:52,760
Speaker 1: your job, our job, better than we do. This is

909
00:58:52,760 --> 00:58:55,280
Speaker 1: not a drill. This is not a drill. Why Because

910
00:58:55,280 --> 00:58:59,120
Speaker 1: they're practitioners. They're practicing. So like MICHAELA. I look at

911
00:58:59,200 --> 00:59:02,880
Speaker 1: as a true prac tisaner and instead of just thinking

912
00:59:02,960 --> 00:59:10,120
Speaker 1: about marketing, she's thinking about the whole community inside, outside

913
00:59:10,480 --> 00:59:14,120
Speaker 1: and globally. I'm still bumed she's moving to Australia. She

914
00:59:14,160 --> 00:59:17,040
Speaker 1: knows this, but I actually feel also at the same

915
00:59:17,040 --> 00:59:19,640
Speaker 1: time really thankful that we got to know her, I

916
00:59:19,880 --> 00:59:23,600
Speaker 1: got to spend time with her, and that nowadays it

917
00:59:23,680 --> 00:59:27,280
Speaker 1: doesn't really matter where you are. Also a great reason

918
00:59:27,320 --> 00:59:30,800
Speaker 1: to bring Atlandia on the road. Who knows, may people

919
00:59:30,840 --> 00:59:34,760
Speaker 1: have a pop up appearance down under in Australia. Mikhayla

920
00:59:34,840 --> 00:59:38,080
Speaker 1: wishing you all the best. But what a great conversational exit.

921
00:59:38,200 --> 00:59:41,120
Speaker 1: So many things that have implications on our industry, coming

922
00:59:41,200 --> 00:59:45,440
Speaker 1: from tech, coming from web three, thinking about the future

923
00:59:45,480 --> 00:59:50,120
Speaker 1: of ownership. Where do we go from here as marketers?

924
00:59:50,360 --> 00:59:53,040
Speaker 1: These are all the right questions. I think the big

925
00:59:53,120 --> 00:59:56,600
Speaker 1: message is you have to start thinking about your role

926
00:59:56,880 --> 01:00:03,000
Speaker 1: in your company, for your brand as part owner. Laura

927
01:00:03,080 --> 01:00:04,640
Speaker 1: hit it with the list of all of our friends

928
01:00:04,680 --> 01:00:06,520
Speaker 1: and family and my heart who have been so good

929
01:00:06,520 --> 01:00:09,400
Speaker 1: to us and helped us get back on air. Big

930
01:00:09,440 --> 01:00:13,120
Speaker 1: thank you to Bob Connal, Carter, Andy, Eric gayle Val,

931
01:00:13,280 --> 01:00:15,960
Speaker 1: Michael Jen. We appreciate you, Thank you so much for

932
01:00:16,000 --> 01:00:18,400
Speaker 1: this opportunity. We'll see you in two weeks.