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Speaker 1: Welcome back to she Pivots. I'm Charlotte Jones.

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Speaker 2: Welcome back to she pivots, the podcast where we talk

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Speaker 2: with women who dare to pivot out of one career

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Speaker 2: and into something new and explore how their personal lives

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Speaker 2: impacts these decisions. I'm your host, Emily Tish Sussman. Welcome

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Speaker 2: back to she Pivots. I'm your host, Emily Tish Sussman.

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Speaker 2: If you listen closely, you might just be able to

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Speaker 2: hear the Aspen trees and streams behind me because we're

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Speaker 2: recording from Aspen Ideas for the Aspen Ideas Festival. We're

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Speaker 2: all be sitting down with some of the world's foremost leaders, innovators,

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Speaker 2: and creators and bringing these insightful conversations.

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Speaker 1: With you here on she Pivots.

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Speaker 2: Today, we're kicking off this special series of episodes with

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Speaker 2: my conversation with Charlotte Jones, executive vice president, chief brand

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Speaker 2: officer and co owner of the Dallas Cowboys, our Friendemi

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Speaker 2: Go Giants.

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Speaker 1: This one we recorded live in front of an audience.

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Speaker 2: I'm so excited. She Pivots is one of the inaugural

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Speaker 2: audio first media companies to partner with the festival. It

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Speaker 2: was invigorating to be among brilliant leaders and thinkers from

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Speaker 2: around the globe to discuss and here ideas that will

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Speaker 2: shape tomorrow and help us understand today. Over the next

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Speaker 2: few weeks, you'll hear live, candid conversations from inspiring women

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Speaker 2: recorded here at the festival, from geopolitical issues, to economic issues,

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Speaker 2: to cultural issues and beyond. Each interview connects to the

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Speaker 2: larger cultural moment we're in, and of course, interreeves their

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Speaker 2: personal lives. I hope you walk away feeling as inspired

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Speaker 2: and determined as I did to continue to share our

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Speaker 2: stories and experiences to change the cultural landscape for a

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Speaker 2: better tomorrow.

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Speaker 1: Let's jump right in. Hi, I'm Charlotte Jones and I

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Speaker 1: am co owner and Chief Brand Officer of the Dallas Cowboys.

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Speaker 2: This is our first live so welcome to she Pivots

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Speaker 2: Live from Asvin with the most incredible.

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Speaker 1: Guests, our Charlotte Jones. Hi ready, I'm so excited to

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Speaker 1: be here with you today. Charlotte.

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Speaker 2: As co owner chief Brand Officer of the Dallas Cowboys,

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Speaker 2: you haven't just reshaped a team, You've reshaped an entire industry.

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Speaker 2: You've helped build one of the most iconic and valuable

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Speaker 2: global brands in all of sports, and you've done it

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Speaker 2: in a space that for so long, maybe someone argue

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Speaker 2: still is pretty dominated by men. On this show, I

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Speaker 2: talk to women about how they pivot, about how their

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Speaker 2: personal experiences shape their careers and the impacts they have.

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Speaker 2: And part of the reason this conversation feels so personal

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Speaker 2: to me is Charlotte and I have been discussing is

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Speaker 2: that I grew up in the family that owns half

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Speaker 2: New York Giants and now we own Gotham FC. So

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Speaker 2: the world of sports, team dynamics, family business, this is

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Speaker 2: all familiar to me.

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Speaker 1: Yes, Emily, we're frenemies, so we're like friends and enemies

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Speaker 1: at the same time.

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Speaker 2: Yes, my son almost wore his Giants hat, but out

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Speaker 2: of respect for you, he's gonna switch this Giant's hat

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Speaker 2: for we need a great rival.

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Speaker 1: Please take your hat.

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Speaker 2: So I have about a million things that I could

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Speaker 2: ask you of how you built a global brand to

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Speaker 2: work in with your family, So I want to go back.

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Speaker 2: We always start my show in chronological order because I

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Speaker 2: feel like in order to understand how we got to

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Speaker 2: the success we are today, we have to understand where

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Speaker 2: we started Yeah, so welcome again. Let's go back, little Charlotte.

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Speaker 2: What did you want to be when you grew up?

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Speaker 1: Oh, that is so funny. Honestly, I wanted to dance

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Speaker 1: on Broadway. That's really what I wanted to do. I

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Speaker 1: had background and dance. That's what I did when I

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Speaker 1: when I grew up. That was my hobby, that was

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Speaker 1: my passion, that was my sport. Unfortunately, I was not

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Speaker 1: great at it. You know, I didn't have a voice,

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Speaker 1: I can really couldn't do any of the things that

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Speaker 1: would actually launch you to Broadway. So I studied and

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Speaker 1: in that I became a great student. And then I

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Speaker 1: went off to school in California. I went to Stanford.

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Speaker 1: And at Stanford, I went there because a gal came

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Speaker 1: to our school, you know when you have all of

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Speaker 1: the school days where they're showing, and this girl was

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Speaker 1: a dancer on Broadway, but she had gone off to

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Speaker 1: study in Florence at Stanford. And I'm like, that's what

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Speaker 1: I want to do. I want to go to school

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Speaker 1: in Florence, and my way there is to get into Stanford.

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Speaker 1: So I went out to Stanford and I actually went

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Speaker 1: out there with a human viole, with a path to

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Speaker 1: be a doctor. So I was pre med and I

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Speaker 1: went through this core of human biology and it's the

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Speaker 1: first two years of Stanford. At the end of those

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Speaker 1: two years, I decided, you know what, the four walls

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Speaker 1: of a hospital is really not meant for me. I

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Speaker 1: knew then that I wanted to help people. I really

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Speaker 1: wasn't sure how or what that would look like. I

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Speaker 1: finished my degree at Stanford and really didn't know where

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Speaker 1: to go. My Dad's like, hey, why don't you go

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Speaker 1: into politics. So i'body, well, that's a pivot. That's a

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Speaker 1: pivot inly, like go to med school, then go to politics.

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Speaker 1: And I thought, well, that's crazy. But I remember when

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Speaker 1: I was a junior. We all have had to do

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Speaker 1: this when we were in high school, and you have

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Speaker 1: to go interview somebody famous and then write an essay

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Speaker 1: on him. So I went and interviewed our sheriff at

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Speaker 1: the time, who was like this walking tall sheriff. He

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Speaker 1: worked under Bill Clinton, and he was like infamous in

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Speaker 1: the town because he actually took all the prisoners, chained

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Speaker 1: them to the governor's office the fence outside of the

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Speaker 1: governor's office, and left them there until they passed prison

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Speaker 1: reform and then he armed every seven eleven with a

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Speaker 1: shotgun instead. If anybody comes in, you're allowed to shoot them.

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Speaker 1: Like he was a crazy, crazy character, So let me

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Speaker 1: go interview him. So I went to interview him. I

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Speaker 1: wrote this great paper and at the end of it,

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Speaker 1: I said, and he's probably going to land in Congress.

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Speaker 1: I got an a on the paper with a comment

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Speaker 1: that said, oh lord, I hope not from my teacher.

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Speaker 1: And fast forward to my graduation. I reached out to him,

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Speaker 1: got an interview, and went to work for him in

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Speaker 1: Congress on Capitol Hill. And that was the beginning of

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Speaker 1: an adventure that was probably one of the toughest points

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Speaker 1: in my career. And I know a lot of people say, wow,

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Speaker 1: you work in a world of all men and probably

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Speaker 1: a lot of aggression and all the things that go

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Speaker 1: along with that. Congress was a lot harder, and it

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Speaker 1: was had so many more challenges for me as a

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Speaker 1: young female. On Capitol Hill, I had a renegade boss,

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Speaker 1: and I didn't have much leadership. Thank goodness, our senator

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Speaker 1: from Arkansas said, come across the hill, let me show

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Speaker 1: you the ropes, and that's okay. I'll help you navigate

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Speaker 1: this path forward. Well, my congressman switched parties in the

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Speaker 1: middle of the night. I was in charge of his office,

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Speaker 1: and I woke up the next morning and he goes,

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Speaker 1: come with me, let's go into this meeting. It turns

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Speaker 1: out its press conference. Now we're no longer going to

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Speaker 1: be Democrats, We're going to be Republicans. So when we

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Speaker 1: sat there and I was like, what in the world

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Speaker 1: is going on. About that time, my dad decided to

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Speaker 1: buy the Dallas Cowboy and he was back on this

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Speaker 1: journey and I would call my dad and be like,

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Speaker 1: oh my gosh, you're not going to believe what happened

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Speaker 1: to me today. And here he is fighting all these

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Speaker 1: fires back in Dallas, and he'd say, you know what, Charlotte.

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Speaker 1: He goes, you got to grow up. You got to

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Speaker 1: put your big boy pants on. And it builds character.

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Speaker 1: It builds character. Like every call was just like, get

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Speaker 1: over it. It builds character. So I'm over fighting my

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Speaker 1: own battle. He's fighting all of these battles. He comes in,

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Speaker 1: he buys the team, and at the time, right before

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Speaker 1: he bought the team, he comes to visit my brother

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Speaker 1: and I in DC and my brother was at Georgetown

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Speaker 1: and he said, you know, look, I think I want

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Speaker 1: to buy the Dallas Cowboys. And we looked at him,

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Speaker 1: we looked at the financials around it. It was terrible.

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Speaker 1: It was losing thirty five thousand dollars a day, over

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Speaker 1: a million dollars a month. The team was one in

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Speaker 1: fifteen and on top of that, thirteen percent of the

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Speaker 1: Dallas Cowboys was owned by the FDIC, Like we truly

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Speaker 1: were America's team. You had a piece, you had a piece,

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Speaker 1: You had a piece. It was a disaster and so

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Speaker 1: as a financial disase all of these things happening. Were like,

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Speaker 1: why in the world do you want to do this?

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Speaker 1: And he just said, you know, sports is my passion.

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Speaker 1: I've always wanted to be involved in football. Now is

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Speaker 1: the time. And sometimes you can't wait till the perfect setting.

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Speaker 1: When the crosshairs lined up, you got to take the

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Speaker 1: shot and you got to jump in. And my brother

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Speaker 1: and I looked at him, were like, all right, you know,

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Speaker 1: good luck with that, and he said, you know, you

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Speaker 1: just got to know one thing. If I do this,

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Speaker 1: it might just change our life a little. That's the

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Speaker 1: only time my father has ever underestimated anything he has

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Speaker 1: ever said to us. And off we went on this

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Speaker 1: incredible journey and like about a year into me working

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Speaker 1: on the hill that year, the only game we won

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Speaker 1: was in Washington one in fifteen. That was great, at

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Speaker 1: least I could go to work. But then I got

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Speaker 1: a call from him and he said, Charlotte, he said,

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Speaker 1: I got to ask you this question, like, okay, and

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Speaker 1: he said, what is the difference between biker shorts and hotpants?

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Speaker 1: I'm like what? They were crazy, Like what are you doing?

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Speaker 1: He said, there's a line of women outside of my

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Speaker 1: office thinking that I'm trying to change the iconic cheerleader

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Speaker 1: uniform from hotpants to biker shorts. He said, I don't

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Speaker 1: even know where they trained. I don't even know where

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Speaker 1: they are. Can you just come down to help me

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Speaker 1: and get me out of this mess? So I left DC.

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Speaker 1: I went down for what I thought was a weekend,

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Speaker 1: and in it we found out it was another one

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Speaker 1: of the rumors. We were being sued about everything that

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Speaker 1: was walking at that time. And got in there and

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Speaker 1: figured it out, you know, changed the leadership, you know,

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Speaker 1: found this other cheerleader to run it, and you know,

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Speaker 1: looked at my dad and I'm like, okay, I'm headed

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Speaker 1: back back to DC and he said, no, I want

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Speaker 1: you to stay. And I said, well, Dad, I do

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Speaker 1: what you know. And he said, you know, I need

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Speaker 1: somebody by my side that I can trust, somebody that

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Speaker 1: will lay awake at night and try to figure out

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Speaker 1: how to solve all these problems. And I said, well,

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Speaker 1: you know what, I don't know anything about running a

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Speaker 1: professional football team. And he looked me dead in the

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Speaker 1: eye and he said, that's okay, neither do you. Why

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Speaker 1: and off our journey began. What a journey.

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Speaker 2: You mentioned that your brothers were there as well. Did

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Speaker 2: they step in in the same way like it came

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Speaker 2: for you? It wasn't like it sounds like. It wasn't

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Speaker 2: this big decision where it says, now we're going in

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Speaker 2: as a family to go run this team together. It

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Speaker 2: came a kind of piecemeal in projects. Did the same

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Speaker 2: happen for your brothers as well? Well?

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Speaker 1: I will say this. My older brother is a chemical

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Speaker 1: engineer by trade. Our family business was oil and gas,

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Speaker 1: so he was planning to go into family business when

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Speaker 1: he got the call and said the family business is

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Speaker 1: switching to football. He played football at the University of Arkansas.

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Speaker 1: That was his passion. He's like, my bags are packed

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Speaker 1: and I'm ready, when do we start? So he was there,

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Speaker 1: my brother was at Georgetown when on to law school.

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Speaker 1: It would later join us. But I think from my

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Speaker 1: dad's perspective, he surely was looking for something that would

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Speaker 1: bring us all in. He wanted a family effort here,

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Speaker 1: and I think none of us realized. When I got there,

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Speaker 1: I thought I was just coming to help try to

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Speaker 1: figure out how to get it out of a hole,

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Speaker 1: and that I would then go back and start a

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Speaker 1: trajectory of my own career. And then I woke up

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Speaker 1: and it's thirty five years later and I'm still working

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Speaker 1: from my dad. That's what of good.

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Speaker 2: There is a really interesting family business dynamic in it,

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Speaker 2: and I've definitely seen this in my own family, our

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Speaker 2: own family businesses, that there can be sort of a

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Speaker 2: crushing sense of lack of autonomy as a person is

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Speaker 2: coming up into their own career. If the expectation from

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Speaker 2: the outside it's like you know, the succession outside, like

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Speaker 2: or the family you run the business, but as the

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Speaker 2: person who's coming up in it and trying to learn,

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Speaker 2: legitimately gain skills, trying to earn respect of your peers,

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Speaker 2: trying to earn respect of those who work with you.

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Speaker 2: It can be a challenge. Did you feel that you

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Speaker 2: had gained enough of that in your career, your pre

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Speaker 2: career on the Hill as you entered or was that

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Speaker 2: still something that you grappled with as you entered the team.

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Speaker 1: Oh, I think I'm the number one leader of Imposter

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Speaker 1: Syndrome Camp. Like I think every time I've said into

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Speaker 1: particularly that situation, it was like, I don't know what

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Speaker 1: I'm doing. And unfortunately my dad when I moved and

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Speaker 1: I got there, you know, I went and found my

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Speaker 1: own office, cleared out a broom closet, you know, kind

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Speaker 1: of do what you guess do. And then I went

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Speaker 1: up to him and I was like, okay, you know,

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Speaker 1: I'm here. What do I do? And he just looked

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Speaker 1: at me and he said, find a way to stop

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Speaker 1: losing money, and whatever you do, don't tarnish the star.

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Speaker 1: And at that point I had no idea what that

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Speaker 1: actually meant. And I think when I got into it,

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Speaker 1: and I realized that the only thing of like true

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Speaker 1: value was was what people really felt that they were

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Speaker 1: a part of, and that was the brand of the Cowboys.

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Speaker 1: So it's like, what, how did you go about and

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Speaker 1: start and to solve the problems that you had and

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Speaker 1: then to turn around and grow from them without messing

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Speaker 1: with what people were so reverent about. And for me,

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Speaker 1: I didn't know what that looked like. And I think

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Speaker 1: the good news is that neither did our family. I mean,

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Speaker 1: none of us knew really what we were doing. And

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Speaker 1: for me that was like such a benefit as opposed

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Speaker 1: to going into an established family business that's that's been

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Speaker 1: there for generations. This was This wasn't the oil and

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Speaker 1: gas business. This was a football team. And it wasn't

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Speaker 1: just a football team, you know, it was a culture.

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Speaker 1: And to figure out how why did people you know,

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Speaker 1: gravitate to this culture and this sport and this game.

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Speaker 1: What did it mean to them? And how did we

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Speaker 1: build upon that? And for me, you know, every day

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Speaker 1: and continues to be is a learning curve. And I

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Speaker 1: think rather than develop the anxiety about not knowing what

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Speaker 1: to do, the greatest thing was that both of my parents,

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Speaker 1: because my mother got really involved, we all kind of

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Speaker 1: had to roll up our sleeves. Was that they were

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Speaker 1: okay with failure. You know, it's like you're going to

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Speaker 1: bump your toe. It's not going to work. Then you

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Speaker 1: got to like pick it up, you know, go off,

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Speaker 1: you know, get back in there, fight again, you know,

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Speaker 1: build character like all that stuff. And you know, here

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Speaker 1: it was. That was my journey. It was like figure

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Speaker 1: it out. Just get in and figure it out. And

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Speaker 1: everything is really a crisis. And I think from day

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Speaker 1: one when we started, we started in a crisis. Every

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Speaker 1: crisis that has come along, you know, has had a

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Speaker 1: lot of drama associated with it. And how did you

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Speaker 1: solve for that? And I think, you know, I laugh

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Speaker 1: a lot of times and those if you may have

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Speaker 1: a similar experience. But when I was in college, all

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Speaker 1: of my peers would like run over me rising to

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Speaker 1: the career center. You know, it's like, ah, I got

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Speaker 1: to get this job. I got to get this job,

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Speaker 1: got to get this job. And my friend and I,

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Speaker 1: you know, we're in the trample, like going, oh my gosh,

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Speaker 1: where's everybody going, you know, like what is the deal?

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Speaker 1: And I think we realized that as much as we

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Speaker 1: were perfectionists, that we could accept imperfection. And in that process,

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Speaker 1: she's now a superior court judge, you know, in LA

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Speaker 1: and amazing. And I've had my own trajectory and we've

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Speaker 1: noticed that those who had just perfection and couldn't accept

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Speaker 1: a flaw in their perfection could then no longer handle Okay,

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Speaker 1: I've got a job, now I want a family. How

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Speaker 1: do I balance both of those? You know, imperfection sets

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Speaker 1: in really quick, kind of slaps you in the face

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Speaker 1: as soon as land, and you have to live with it.

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Speaker 1: You have to live with it and be comfortable in

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Speaker 1: that imperfection and knowing that that's okay. And I'm still

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Speaker 1: going to figure out how to be the best that

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Speaker 1: I can in the moment that I'm in, whether it

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Speaker 1: be my job, with my family, with my community, in

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Speaker 1: my career, and my spiritual life. I need in that moment,

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Speaker 1: I need to be my best and be okay when

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Speaker 1: I fall.

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Speaker 2: You brought us to this moment perfectly because the lens

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Speaker 2: that I look at these conversations in these stories is

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Speaker 2: the intersection of the personal and professional. How we've come

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Speaker 2: up with our whole lives of coming up with these

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Speaker 2: professional narratives to always explain why we made these professional choices,

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Speaker 2: and often there was a lot going on personally behind

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Speaker 2: it that drove those decisions. So while you've had this

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Speaker 2: incredible career and build this unbelievable brand. And we will

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Speaker 2: get back to that part, the brand building part. I

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Speaker 2: want to bring the personal life in here. Where were

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Speaker 2: you in your career, in your trajectory when you marry

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Speaker 2: for the first time, had children?

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Speaker 1: How did you manage that piece?

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Speaker 2: Like?

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Speaker 1: Where were you in the career and then how did

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Speaker 1: you manage it?

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Speaker 2: I find three kids a lot, by the way, like

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Speaker 2: a lot, like I can't believe you did this?

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Speaker 1: Well? You know, I think I was young. I think

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Speaker 1: that's the key to that was helpful. You know. I

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Speaker 1: we bought the team, I got married shortly thereafter, then

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Speaker 1: had three beautiful kids and they all came. But that

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Speaker 1: was that was was part of my dream, you know.

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Speaker 1: The dream that was not part of my dream was

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Speaker 1: running a football team. So it was like, yeah, I

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Speaker 1: knew I wanted to do that. Now I just had

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Speaker 1: to figure out how to do that. Along with that,

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Speaker 1: I am blessed because my best mentors are my parents.

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Speaker 1: They're super supportive in all of that, and that meant family.

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Speaker 1: So when I had my daughter, she's my oldest, we

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Speaker 1: set up a nursery at work. You know, she had

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Speaker 1: a At first, I was a commuter from Arkansas to Dallas.

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Speaker 1: I think we were the only two Meet and Haley

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Speaker 1: that had a reserve seat on Southwest airlines. Were like

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Speaker 1: run through the airport and they're like, wait, here comes

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Speaker 1: Charlotte Door. I commuted back and forth every week with her,

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Speaker 1: and then my mother would keep her while I went

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Speaker 1: to work, and then I would come back. And I

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Speaker 1: lived with my parents with my baby, y'all. And you

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Speaker 1: gotta know this. So we're in this one bedroom apartment,

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Speaker 1: one bedroom apartment, and the other room that I was

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Speaker 1: in was the study. So they made it into a bedroom.

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Speaker 1: No door, like, no door, I'm in the study. The

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Speaker 1: dining room was my mom's closet. Our breakfast table was

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Speaker 1: the little coffee table that was in front of the sofa,

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Speaker 1: like literally like put a towel on the coffee table.

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Speaker 1: That's where we ate. And I raised my daughter in

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Speaker 1: and out of that study, and I remember so vividly,

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Speaker 1: you know she of course, they wake up every couple

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Speaker 1: of hours. Then my dad would get up because he

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Speaker 1: would hear her, and he would come in my room,

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Speaker 1: sit on my bed and said what can I do?

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Speaker 1: And I'm basically sitting there like nothing, and no, he

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Speaker 1: sat there and to this day. He said, every father

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Speaker 1: should be a grandfather first so they can appreciate what

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Speaker 1: it takes to be a mother. And so in that,

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Speaker 1: you know, it's like I would have zero sleep, then

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Speaker 1: my dad and I would leave in the morning and

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Speaker 1: go to work, and my mother would take over. Haley

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Speaker 1: and that journey began. So she became a part of everything.

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Speaker 1: And probably one of the greatest things we do with

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Speaker 1: our organization is have a kid's Christmas party. So all

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Speaker 1: the players, all everybody that has children in the organization

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Speaker 1: bring the kids and we have this massive blowout, which

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Speaker 1: is awesome because you know, we have a family culture.

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Speaker 1: We are a family. We built a family culture, and

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Speaker 1: I think everybody feels a part of that.

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Speaker 2: Yeah, oh, I love that. Stay tuned for more of

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Speaker 2: Charlotte after the break.

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Speaker 1: We have a family called Sure. We are a family.

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Speaker 1: We've built a family culture, and I think everybody feels

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Speaker 1: a part of that.

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Speaker 2: Yeah, oh, I love that. So I want to come

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Speaker 2: now to this branding piece. You have done such an

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Speaker 2: unbelievable job. You have truly set the standard globally for

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Speaker 2: the brand. I'd say across all sports, sports that were

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Speaker 2: often considered entertainment and not the business of sports that

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Speaker 2: we consider it today, and this is a place where

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Speaker 2: I actually specifically want your advice, Like, yes, we have

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Speaker 2: a legacy brand, the New York Giants, but also in

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Speaker 2: the last year and a half, we bought Gotham FC,

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Speaker 2: the women's professional soccer team in New York, and my sister, Yeah.

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Speaker 1: Everyone will call for that. I want to come to

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Speaker 1: a Gotham game.

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Speaker 2: And what's been There's been so many interesting things about

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Speaker 2: this journey. But my sister is the president of Gotham

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Speaker 2: and I now spend almost half my time on building

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Speaker 2: up the brand, trying to help her build up the

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Speaker 2: brand for the team. Before we bought this team, we

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Speaker 2: lived in New York. We didn't even know there was

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Speaker 2: a women's soccer team in New York. Our brand awareness

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Speaker 2: were starting like real low, Like we've got a lot

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Speaker 2: of runway for growth. You know, it's all upside, It's

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Speaker 2: all upside. My sister runs the team. She comes from

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Speaker 2: a marketing background, and what she always says is that

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Speaker 2: there are many iconic global brands, global sports brands in particular,

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Speaker 2: and the example that she always uses is the Dallas

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Speaker 2: Cowboys that you can see someone wearing Dallas Cowboys gear

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Speaker 2: all over the world and they may not actually be

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Speaker 2: able to name your quarterback, but they identify with the brand.

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Speaker 2: Yeah yeah, okay, like people here want to identify the quarterback.

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Speaker 2: You guys know your football, great chocolates. And so that's

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Speaker 2: what it is to be a global brand, and there

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Speaker 2: has not been one for women's sports yet and we

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Speaker 2: believe that we can be it. And so we're making

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Speaker 2: a lot of decisions. My sister are leading this around

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Speaker 2: the team and which blocks move first to be a

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Speaker 2: global brand. And this is a place that I'd love

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Speaker 2: to get your advice. Yes, you may have started as

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Speaker 2: thirteen percent of the FGIC America's team, but you built

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Speaker 2: a global brand.

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Speaker 1: So what decisions did you make with that in mind?

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Speaker 1: And what did you have to lose? Well, that's a

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Speaker 1: loaded question right there, and a lot of opportunity for

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Speaker 1: both of you to figure this out. But for us

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Speaker 1: it was it's really been and this has evolved you

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Speaker 1: know over time. First you get in and you're kind

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Speaker 1: of scattershooting on what is all of this and what

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Speaker 1: do what do I have my hands around? But you

433
00:21:16,680 --> 00:21:19,440
Speaker 1: know what we realized was that first and foremost, there

434
00:21:19,440 --> 00:21:23,680
Speaker 1: are really five things that we look at and evaluate

435
00:21:23,760 --> 00:21:26,120
Speaker 1: that we think that we are and that we try

436
00:21:26,160 --> 00:21:28,920
Speaker 1: to stay on point with. And the first is tradition.

437
00:21:29,640 --> 00:21:31,720
Speaker 1: It's what brought us to the Cowboys. What's the incredible

438
00:21:31,760 --> 00:21:33,960
Speaker 1: tradition of the Cowboys? But what is what? You don't

439
00:21:33,960 --> 00:21:37,199
Speaker 1: have this yet, so you will create this, And in

440
00:21:37,240 --> 00:21:40,200
Speaker 1: that tradition it became we are a brand that is

441
00:21:40,280 --> 00:21:42,879
Speaker 1: built on the grates that came before us. So it

442
00:21:42,920 --> 00:21:45,840
Speaker 1: was about Tom Landry and Bob Lilly and Troy Aigman,

443
00:21:45,920 --> 00:21:50,000
Speaker 1: you know, all of these great players that played before.

444
00:21:50,480 --> 00:21:54,320
Speaker 1: But what that created was an affinity for parents to

445
00:21:54,320 --> 00:21:57,760
Speaker 1: take their kids and grandparents to take their grandkids, and

446
00:21:57,840 --> 00:22:02,160
Speaker 1: it built this this culture. We can identify with this

447
00:22:02,240 --> 00:22:05,919
Speaker 1: wonderful tradition based on any of this lineage of people,

448
00:22:06,160 --> 00:22:08,760
Speaker 1: and we know that we stand on the shoulders of

449
00:22:08,800 --> 00:22:11,919
Speaker 1: those that came before us, so we can then reach

450
00:22:12,040 --> 00:22:14,760
Speaker 1: new heights. But we also know that we couldn't just

451
00:22:14,960 --> 00:22:20,520
Speaker 1: be generational, because then you would become nostalgic. So how

452
00:22:20,560 --> 00:22:23,760
Speaker 1: did you step out and become relevant even though all

453
00:22:23,800 --> 00:22:26,960
Speaker 1: of your great history was wrapped in tradition. Well, the

454
00:22:27,000 --> 00:22:30,199
Speaker 1: second piece of that puzzle is that our game in

455
00:22:30,240 --> 00:22:34,480
Speaker 1: both of your games is about competition. Most sports purists

456
00:22:34,520 --> 00:22:36,720
Speaker 1: don't really care about anything else other than the score

457
00:22:36,760 --> 00:22:38,240
Speaker 1: at the end of the game. They just want to win.

458
00:22:38,359 --> 00:22:39,640
Speaker 1: That's all they want to do is want to win.

459
00:22:40,000 --> 00:22:41,960
Speaker 1: So you have to make sure you keep your eye

460
00:22:42,040 --> 00:22:44,720
Speaker 1: on the prize, that you have the best players, the

461
00:22:44,720 --> 00:22:48,000
Speaker 1: best facilities, all the things that take to create a

462
00:22:48,040 --> 00:22:50,800
Speaker 1: successful team, and that's really important. But the other thing

463
00:22:50,800 --> 00:22:54,440
Speaker 1: about that competition is, you know, our game, particularly in football,

464
00:22:54,440 --> 00:22:57,240
Speaker 1: because we have so few you know, you can't fake it,

465
00:22:57,480 --> 00:23:00,320
Speaker 1: you can't script it, you can't predict it. I like

466
00:23:00,359 --> 00:23:03,080
Speaker 1: to say we're the greatest reality show on television. You

467
00:23:03,240 --> 00:23:05,200
Speaker 1: never know what's going to happen. You know, you wake

468
00:23:05,320 --> 00:23:07,679
Speaker 1: up to all this news that you didn't know transpired

469
00:23:07,720 --> 00:23:09,239
Speaker 1: through the night, and now you've got to deal with it.

470
00:23:09,320 --> 00:23:12,080
Speaker 1: That's the great thing about what we are as an

471
00:23:12,080 --> 00:23:15,280
Speaker 1: Intendina support. But we're also about entertainment, so we know

472
00:23:15,400 --> 00:23:17,800
Speaker 1: that people spend their very last dollar to come be

473
00:23:17,840 --> 00:23:20,280
Speaker 1: a part of who we are, whether that means simply

474
00:23:20,320 --> 00:23:22,919
Speaker 1: buying a piece of merchandise, a hat somewhere else so

475
00:23:22,960 --> 00:23:25,359
Speaker 1: they could be connected, or they're actually coming to the

476
00:23:25,400 --> 00:23:28,080
Speaker 1: game and having an experience and we know that we

477
00:23:28,119 --> 00:23:30,920
Speaker 1: actually had to deliver an experience at the game that's

478
00:23:30,960 --> 00:23:34,400
Speaker 1: better than what they can create at home. Because our

479
00:23:34,440 --> 00:23:37,800
Speaker 1: greatest competition is actually not the New York Giants, It

480
00:23:37,880 --> 00:23:40,120
Speaker 1: is the lazy boy in front of the TV being

481
00:23:40,160 --> 00:23:43,760
Speaker 1: presented by Fox, like that's where it is. Because people

482
00:23:43,760 --> 00:23:45,840
Speaker 1: can do that for cheap, they can bring in their

483
00:23:45,840 --> 00:23:49,600
Speaker 1: whole neighborhood. Everybody can have that community. That is valuable

484
00:23:49,760 --> 00:23:52,000
Speaker 1: to us. I'll never forget this. One of our greatest

485
00:23:52,000 --> 00:23:55,479
Speaker 1: sports sects that owned CBS at the time came in

486
00:23:55,520 --> 00:23:57,760
Speaker 1: to talk to the NFL and he said, the greatest

487
00:23:57,800 --> 00:24:01,239
Speaker 1: thing about your game and watching it on television is

488
00:24:01,320 --> 00:24:04,320
Speaker 1: wishing you were there. So it's like, oh man, I

489
00:24:04,359 --> 00:24:05,920
Speaker 1: wish I could be there, Oh man, I wish I

490
00:24:05,960 --> 00:24:08,080
Speaker 1: could be a part of that experience. So you created

491
00:24:08,160 --> 00:24:10,399
Speaker 1: at home and the best way that you can. But

492
00:24:10,440 --> 00:24:14,600
Speaker 1: that entertainment value is really important. The one that people

493
00:24:14,640 --> 00:24:16,560
Speaker 1: don't like to talk about now people are talking a

494
00:24:16,560 --> 00:24:19,040
Speaker 1: whole lot more about it is the business part of it.

495
00:24:19,320 --> 00:24:21,639
Speaker 1: And now that the league itself and other leagues have

496
00:24:21,720 --> 00:24:25,280
Speaker 1: become basically an asset class the finance world, that's a

497
00:24:25,280 --> 00:24:30,160
Speaker 1: popular topic has not been historically people don't know, don't

498
00:24:30,200 --> 00:24:32,920
Speaker 1: really want to know where Sanna got the presence. They

499
00:24:33,000 --> 00:24:35,040
Speaker 1: just want to know that the baby kid got to train,

500
00:24:35,400 --> 00:24:38,000
Speaker 1: like that's it. They don't want to know about the

501
00:24:38,040 --> 00:24:40,560
Speaker 1: work that it took to build the stadium to put

502
00:24:40,560 --> 00:24:42,080
Speaker 1: the players on the field. They don't want to know

503
00:24:42,119 --> 00:24:44,520
Speaker 1: that finance part. But at the end of the day,

504
00:24:44,760 --> 00:24:47,560
Speaker 1: if you don't have the finance part, you can't take

505
00:24:47,600 --> 00:24:49,840
Speaker 1: that back around and put the players on the field.

506
00:24:49,920 --> 00:24:51,720
Speaker 1: So that has to be a part of your plan.

507
00:24:51,960 --> 00:24:54,120
Speaker 1: And then at the end, for us, it was really

508
00:24:54,119 --> 00:24:56,720
Speaker 1: about innovation. How did you take all of those four

509
00:24:57,000 --> 00:25:00,680
Speaker 1: big big points and then innovator around them, Make it different,

510
00:25:00,720 --> 00:25:03,040
Speaker 1: make it new, make it challenging, meet people where they

511
00:25:03,080 --> 00:25:06,639
Speaker 1: are and craft that. And that has actually been our journey.

512
00:25:06,720 --> 00:25:09,280
Speaker 1: Is okay, what is relevant now? Things have changed so

513
00:25:09,440 --> 00:25:12,480
Speaker 1: much in the NFL where they are today then where

514
00:25:12,520 --> 00:25:14,720
Speaker 1: we both got in. You all came in like I

515
00:25:14,720 --> 00:25:18,760
Speaker 1: think a year or two after us, right ninety one. Okay,

516
00:25:18,760 --> 00:25:22,320
Speaker 1: we're in eighty nine, and so we were all this

517
00:25:22,480 --> 00:25:26,440
Speaker 1: was a whole different story back then. Now, media streaming,

518
00:25:26,480 --> 00:25:28,199
Speaker 1: everything is like changing by the minute. And we're doing

519
00:25:28,200 --> 00:25:30,480
Speaker 1: a podcast. What is it that we're doing. So we

520
00:25:30,640 --> 00:25:32,960
Speaker 1: have to look at that and figure out where are

521
00:25:33,000 --> 00:25:35,520
Speaker 1: the people and what do they want and how do

522
00:25:35,560 --> 00:25:37,800
Speaker 1: we make sure that we take our culture that they

523
00:25:37,840 --> 00:25:39,879
Speaker 1: can become a part of it, and what are the

524
00:25:39,920 --> 00:25:42,520
Speaker 1: things that might interest them that's outside of our game,

525
00:25:42,840 --> 00:25:44,800
Speaker 1: and how do we bring that into what we do

526
00:25:45,200 --> 00:25:45,800
Speaker 1: as a brand.

527
00:25:46,400 --> 00:25:48,920
Speaker 2: Can you talk us through how you balance those factors,

528
00:25:48,920 --> 00:25:52,600
Speaker 2: like balance the tradition and balance against the innovation and

529
00:25:52,760 --> 00:25:54,520
Speaker 2: have you ever innovated too far?

530
00:25:54,960 --> 00:25:57,879
Speaker 1: We made missteps there? You know, that's so important because

531
00:25:57,920 --> 00:26:02,520
Speaker 1: it's the balance scret is in the balance, because if

532
00:26:02,520 --> 00:26:06,040
Speaker 1: you're just traditional and you're just working for those fifteen

533
00:26:06,160 --> 00:26:10,280
Speaker 1: up that love the game, you've missed all these kids,

534
00:26:10,320 --> 00:26:13,000
Speaker 1: like you've missed the future of your game if you

535
00:26:13,000 --> 00:26:16,199
Speaker 1: don't pull that in and on the innovation start. It's like,

536
00:26:16,359 --> 00:26:18,760
Speaker 1: how much does it take for us to get annoyed

537
00:26:18,840 --> 00:26:23,040
Speaker 1: by the things that a younger generation needs and wants?

538
00:26:23,280 --> 00:26:25,360
Speaker 1: But we want it the way that we have it.

539
00:26:25,440 --> 00:26:27,040
Speaker 1: So you know, if you think about that, just look

540
00:26:27,080 --> 00:26:28,720
Speaker 1: in this room and say what music do you want

541
00:26:28,720 --> 00:26:30,960
Speaker 1: to hear? That's an easy one, right, what music do

542
00:26:30,960 --> 00:26:32,159
Speaker 1: you want to play in the stadium full of one

543
00:26:32,240 --> 00:26:34,880
Speaker 1: hundred thousand people and they all have different musical choices.

544
00:26:35,720 --> 00:26:37,720
Speaker 1: What's the one that works? By the way, does anybody

545
00:26:37,760 --> 00:26:42,320
Speaker 1: know what's the most popular genre of music for sports? Now,

546
00:26:42,320 --> 00:26:44,120
Speaker 1: you got to think about, like everybody in this room

547
00:26:44,240 --> 00:26:51,240
Speaker 1: that works with everybody who let the dogs out, classic

548
00:26:51,680 --> 00:26:57,159
Speaker 1: rock and every culture. It doesn't matter if you're Hispanic,

549
00:26:57,200 --> 00:26:58,639
Speaker 1: it doesn't matter if you're white, it doesn't matter if

550
00:26:58,640 --> 00:27:03,119
Speaker 1: you're African American. It is classic rock. That's a little tidbit,

551
00:27:03,200 --> 00:27:07,600
Speaker 1: just so you know, that's a great one. You reference

552
00:27:07,640 --> 00:27:07,960
Speaker 1: a lot.

553
00:27:07,880 --> 00:27:11,760
Speaker 2: About like the generational fandom about how especially with NFL,

554
00:27:11,800 --> 00:27:14,760
Speaker 2: and we see this as well, that the that it

555
00:27:14,800 --> 00:27:18,000
Speaker 2: is it's something that bonds families. You are a fan

556
00:27:18,160 --> 00:27:20,480
Speaker 2: because your parent was a fan, because your family was

557
00:27:20,520 --> 00:27:20,800
Speaker 2: a fan.

558
00:27:21,000 --> 00:27:23,440
Speaker 1: That was very true for us as a family.

559
00:27:23,520 --> 00:27:25,320
Speaker 2: And my sister actually wrote her college essay on three

560
00:27:25,400 --> 00:27:28,280
Speaker 2: generations of women bonding every Sunday and watching the NFL

561
00:27:28,840 --> 00:27:31,439
Speaker 2: and traveling to watch to watch football. And we actually

562
00:27:31,440 --> 00:27:35,439
Speaker 2: see generational fandom the opposite way from women's soccer that

563
00:27:35,560 --> 00:27:39,080
Speaker 2: it is often the child or a grandchild that has

564
00:27:39,080 --> 00:27:42,600
Speaker 2: an affinity for our team and becomes attached to our players,

565
00:27:42,920 --> 00:27:45,480
Speaker 2: and then it brings their parent or their grandparent to

566
00:27:45,520 --> 00:27:48,840
Speaker 2: a game, So we're actually building generational fandom the other

567
00:27:48,920 --> 00:27:51,800
Speaker 2: way up. Have you seen opportunity for that with the

568
00:27:51,840 --> 00:27:54,400
Speaker 2: Cowboys as well through these different innovations.

569
00:27:54,119 --> 00:27:56,600
Speaker 1: Yeah, I think so for sure. I think it's about,

570
00:27:57,440 --> 00:28:00,640
Speaker 1: you know, in our sport in particular and terms of

571
00:28:00,680 --> 00:28:02,760
Speaker 1: being in the stadium, because we've got to look at

572
00:28:02,760 --> 00:28:07,560
Speaker 1: this two ways, because only seven percent of NFL fans

573
00:28:07,800 --> 00:28:13,879
Speaker 1: ever come into a stadium seven percent. So you're spending

574
00:28:13,920 --> 00:28:16,359
Speaker 1: all the time, energy and effort on those eighty thousand

575
00:28:16,359 --> 00:28:18,480
Speaker 1: people that are there at the game, but all of

576
00:28:18,520 --> 00:28:20,919
Speaker 1: your fans are all around the world, and how do

577
00:28:20,960 --> 00:28:25,000
Speaker 1: you actually reach them to and spend as much time

578
00:28:25,119 --> 00:28:28,080
Speaker 1: in that engagement arena there as you do those that

579
00:28:28,119 --> 00:28:31,760
Speaker 1: come through your building. And I would say from all

580
00:28:31,800 --> 00:28:34,680
Speaker 1: of that, so that allows you to then go for

581
00:28:34,760 --> 00:28:38,160
Speaker 1: a younger generation outside the game, because maybe that ticket

582
00:28:38,200 --> 00:28:40,880
Speaker 1: price for the kid, or that you know that they

583
00:28:40,920 --> 00:28:42,920
Speaker 1: need their parent to be able to bring them there.

584
00:28:43,320 --> 00:28:45,040
Speaker 1: You want to make sure that you have an offering

585
00:28:45,040 --> 00:28:47,600
Speaker 1: that allows a family to be able to come to

586
00:28:47,640 --> 00:28:51,960
Speaker 1: the game. So you're not excluding family participation, but when

587
00:28:51,960 --> 00:28:55,480
Speaker 1: you step outside of the building itself, that's where all

588
00:28:55,560 --> 00:28:58,920
Speaker 1: the creativity can happen because as we know now we

589
00:28:59,040 --> 00:29:05,400
Speaker 1: can target very specifically each different demographic, each different age. Boy,

590
00:29:05,480 --> 00:29:08,240
Speaker 1: the things we know about people today is very spooky.

591
00:29:09,240 --> 00:29:13,440
Speaker 1: But is it also allows for feedback And to me,

592
00:29:13,560 --> 00:29:16,800
Speaker 1: that's actually the most important thing, because if you're a

593
00:29:16,840 --> 00:29:19,360
Speaker 1: fan and you live someplace else, you actually can get

594
00:29:19,440 --> 00:29:21,360
Speaker 1: to be and tell me what you like and what

595
00:29:21,400 --> 00:29:23,680
Speaker 1: you don't like, and we can respond to that, and

596
00:29:23,720 --> 00:29:26,320
Speaker 1: we can almost respond in very real time of how

597
00:29:26,360 --> 00:29:29,200
Speaker 1: to make sure that we're doing something that is engaging

598
00:29:29,240 --> 00:29:32,000
Speaker 1: to you and inspiring to you. So all your kids

599
00:29:32,000 --> 00:29:33,920
Speaker 1: and their friends want to come and show up and

600
00:29:33,960 --> 00:29:36,280
Speaker 1: be a part of something, you know. I think one

601
00:29:36,320 --> 00:29:38,760
Speaker 1: of the things that is interesting about all of the

602
00:29:39,120 --> 00:29:43,120
Speaker 1: text on this is there has been such an incredible

603
00:29:43,120 --> 00:29:46,880
Speaker 1: shift to people wanting to celebrate a shared memory of like,

604
00:29:46,920 --> 00:29:49,040
Speaker 1: what are the things that are valuable to us? And

605
00:29:49,400 --> 00:29:52,040
Speaker 1: this was a heartbeat at the time, you know, back

606
00:29:52,080 --> 00:29:54,880
Speaker 1: when we were building our stadium fifteen years ago about

607
00:29:54,880 --> 00:29:58,800
Speaker 1: a shared experience, but COVID had to snap us into

608
00:29:58,880 --> 00:30:02,400
Speaker 1: realizing that what do we value the most? And we

609
00:30:02,600 --> 00:30:05,880
Speaker 1: value being around each other the most and our friends

610
00:30:06,000 --> 00:30:08,640
Speaker 1: and being able to get out and to interact and

611
00:30:08,640 --> 00:30:10,720
Speaker 1: be a part of something, and what can we bring

612
00:30:10,760 --> 00:30:13,720
Speaker 1: everybody to And that's where the focus is. Whether it's

613
00:30:13,720 --> 00:30:16,160
Speaker 1: in the building or outside the building, it's how do

614
00:30:16,200 --> 00:30:18,280
Speaker 1: we do something that creates the shared experience.

615
00:30:18,800 --> 00:30:22,120
Speaker 2: You've done so much in that space. You talk about

616
00:30:22,120 --> 00:30:25,080
Speaker 2: how sports is now an asset class. There's now this

617
00:30:25,200 --> 00:30:29,240
Speaker 2: growing popularity of investing in sports. A Rod was here

618
00:30:29,400 --> 00:30:32,200
Speaker 2: last year talking about his metrics and he was saying

619
00:30:32,200 --> 00:30:34,920
Speaker 2: how ownership in baseball is really now media rights, Like

620
00:30:34,960 --> 00:30:37,600
Speaker 2: that's really the core business now with baseball itself is

621
00:30:37,600 --> 00:30:38,880
Speaker 2: almost the ancillary product.

622
00:30:39,400 --> 00:30:41,440
Speaker 1: How do you consider it? Now?

623
00:30:41,720 --> 00:30:44,880
Speaker 2: You've built the Star, this incredible facility which is both

624
00:30:44,920 --> 00:30:48,760
Speaker 2: your training facility, places to entertain sponsors. You have all

625
00:30:48,800 --> 00:30:52,800
Speaker 2: these different businesses office space affiliated with it. How do

626
00:30:52,880 --> 00:30:55,959
Speaker 2: you think about all of your opportunities and assets and

627
00:30:56,000 --> 00:30:58,600
Speaker 2: where does the football team as the product fit.

628
00:30:58,480 --> 00:31:02,880
Speaker 1: Into that calculation? Yet again, another very complex question, so

629
00:31:02,880 --> 00:31:05,960
Speaker 1: we'll try to break it down. So obviously, media rights

630
00:31:06,000 --> 00:31:09,920
Speaker 1: are significant, are incredibly significant for the NFL. The value

631
00:31:09,920 --> 00:31:13,280
Speaker 1: of the media rights per team basically pays for you

632
00:31:13,320 --> 00:31:15,320
Speaker 1: to put a team on the field. And we at

633
00:31:15,320 --> 00:31:18,360
Speaker 1: the NFL are very different than every other league in

634
00:31:18,400 --> 00:31:21,560
Speaker 1: that we have a salary cap, we have a CBA,

635
00:31:21,600 --> 00:31:24,960
Speaker 1: and in that it designates based off the revenues the

636
00:31:25,040 --> 00:31:28,120
Speaker 1: league makes, how much money the payers get paid, and

637
00:31:28,160 --> 00:31:30,880
Speaker 1: so you get a pool of money from those revenues,

638
00:31:31,000 --> 00:31:33,360
Speaker 1: and then you have to decide which of the players

639
00:31:33,400 --> 00:31:36,400
Speaker 1: on your team get how much of that pool. So

640
00:31:36,840 --> 00:31:41,440
Speaker 1: that revenue stream is incredibly significant there, and that's broadcast rights.

641
00:31:41,520 --> 00:31:43,840
Speaker 1: So there's other forms of media too that you can

642
00:31:43,880 --> 00:31:46,560
Speaker 1: go out and do, podcast media and other things to

643
00:31:46,600 --> 00:31:50,480
Speaker 1: add revenue a revenue stream to your pool. Sponsorships are

644
00:31:50,480 --> 00:31:53,640
Speaker 1: incredibly important, obviously, you know, tickets and suites and things

645
00:31:53,680 --> 00:31:56,760
Speaker 1: like that are are significant. You know, for us, our

646
00:31:56,800 --> 00:32:00,720
Speaker 1: step into our headquarters was really about if we only

647
00:32:00,840 --> 00:32:03,239
Speaker 1: have ten games a year. I mean, you think about that,

648
00:32:03,280 --> 00:32:06,480
Speaker 1: we have this monstrosity of stadiums and we only visit

649
00:32:06,520 --> 00:32:08,640
Speaker 1: there ten times, and so you've got to figure out

650
00:32:08,920 --> 00:32:10,920
Speaker 1: what to do with the building on the other days,

651
00:32:11,280 --> 00:32:12,880
Speaker 1: and then you have to figure out how to engage

652
00:32:12,880 --> 00:32:15,080
Speaker 1: your fans on the other days. So we took that

653
00:32:15,760 --> 00:32:18,720
Speaker 1: concept and built it up at the Star. So that

654
00:32:18,880 --> 00:32:21,240
Speaker 1: was the interactive between all kinds of things that you

655
00:32:21,240 --> 00:32:22,960
Speaker 1: could do there to be able to touch your fans

656
00:32:23,040 --> 00:32:26,200
Speaker 1: and be an evergreen brand. But I think in that

657
00:32:26,480 --> 00:32:29,440
Speaker 1: ability to figure out how you grow those different revenue

658
00:32:29,440 --> 00:32:33,360
Speaker 1: streams and then address the different audiences, you definitely are

659
00:32:33,440 --> 00:32:38,040
Speaker 1: trying to give us something for everybody experience, so that

660
00:32:38,080 --> 00:32:41,640
Speaker 1: you can leverage that and leverage who you are as

661
00:32:41,720 --> 00:32:45,320
Speaker 1: a Cowboy brand into other opportunities. And that's our families

662
00:32:45,360 --> 00:32:48,400
Speaker 1: in the real estate business, as are you and have

663
00:32:48,600 --> 00:32:51,960
Speaker 1: a different kind of associations that we can use the

664
00:32:52,000 --> 00:32:54,920
Speaker 1: power of that brand to then accelerate the growth of

665
00:32:54,960 --> 00:32:55,280
Speaker 1: the other.

666
00:32:57,920 --> 00:33:00,120
Speaker 2: After the break more from Charlotte, that.

667
00:33:14,240 --> 00:33:16,400
Speaker 1: We can use the power of that brand to then

668
00:33:16,720 --> 00:33:18,240
Speaker 1: accelerate the growth of the other.

669
00:33:19,000 --> 00:33:22,760
Speaker 2: You've done that incredibly successfully and very relevantly right now

670
00:33:22,800 --> 00:33:26,000
Speaker 2: with the cheerleaders. You have a new season of the

671
00:33:26,080 --> 00:33:29,680
Speaker 2: Dallas Cowboys Cheerleaders on Netflix right now. There was a

672
00:33:29,800 --> 00:33:32,880
Speaker 2: meme around online of people who could said they couldn't

673
00:33:32,960 --> 00:33:35,200
Speaker 2: name a player a football player, but they could name

674
00:33:35,240 --> 00:33:39,880
Speaker 2: a cheerleader, which from a brand perspective, you've opened up

675
00:33:39,920 --> 00:33:41,760
Speaker 2: an entire new category of fan.

676
00:33:42,200 --> 00:33:43,920
Speaker 1: You've created a secondary team.

677
00:33:44,160 --> 00:33:46,960
Speaker 2: So how do you was that unconscious decision to say

678
00:33:47,000 --> 00:33:49,160
Speaker 2: this is a new category of fan that we were

679
00:33:49,240 --> 00:33:51,360
Speaker 2: going after to translate them, or is this just an

680
00:33:51,520 --> 00:33:53,320
Speaker 2: entirely separate business for you essentially?

681
00:33:53,720 --> 00:33:55,800
Speaker 1: You know, I think what this has shown us it's

682
00:33:55,840 --> 00:33:58,360
Speaker 1: an explosion of a business that's been there since the

683
00:33:58,400 --> 00:34:01,520
Speaker 1: seventies of a And I won't even say business because

684
00:34:01,520 --> 00:34:03,600
Speaker 1: there's really no business behind it, because there is no

685
00:34:03,760 --> 00:34:07,680
Speaker 1: business model of the cheerleaders. You know, it's not like

686
00:34:07,720 --> 00:34:10,120
Speaker 1: there's a variety show and you can buy a ticket

687
00:34:10,160 --> 00:34:13,840
Speaker 1: to go watch them. You know, we aren't the Rockets.

688
00:34:14,160 --> 00:34:16,880
Speaker 1: We don't have that platform. We are not them, So

689
00:34:17,400 --> 00:34:21,160
Speaker 1: that is it's not a business discussion. But here is

690
00:34:21,160 --> 00:34:23,799
Speaker 1: something that's part of your brand that came about in

691
00:34:23,840 --> 00:34:27,480
Speaker 1: the seventies and then has kind of been a part

692
00:34:27,719 --> 00:34:31,279
Speaker 1: of the growth of the brand. But more importantly, what

693
00:34:31,360 --> 00:34:35,120
Speaker 1: they really the value was great on ten games in

694
00:34:35,200 --> 00:34:37,879
Speaker 1: terms of their ability to entertain everybody, But the most

695
00:34:37,920 --> 00:34:39,799
Speaker 1: important thing they brought to the table was to be

696
00:34:39,800 --> 00:34:42,120
Speaker 1: able to go someplace else and to go visit our

697
00:34:42,120 --> 00:34:46,080
Speaker 1: troops overseas and bring a little Americana to them stationed

698
00:34:46,120 --> 00:34:48,920
Speaker 1: all over the world. That that was actually our primary

699
00:34:49,480 --> 00:34:53,680
Speaker 1: reason for even having them, and that was that just

700
00:34:53,760 --> 00:34:55,719
Speaker 1: brought people felt like, okay, I've got a little bit

701
00:34:55,719 --> 00:34:58,360
Speaker 1: of home here, you know, wherever they were located, and

702
00:34:58,400 --> 00:35:01,080
Speaker 1: that was that was really great. Then we started this

703
00:35:01,280 --> 00:35:05,520
Speaker 1: show on CMT for seventeen years. Who knew, not many,

704
00:35:05,960 --> 00:35:09,000
Speaker 1: not many, and it was having its own life over there.

705
00:35:09,160 --> 00:35:12,560
Speaker 1: Did you follow in? Okay? Well that was a different thing.

706
00:35:12,600 --> 00:35:16,040
Speaker 1: And as we all know, CMT and Netflix are completely

707
00:35:16,040 --> 00:35:21,360
Speaker 1: different types of platforms. And as the CMT route ended,

708
00:35:21,560 --> 00:35:26,600
Speaker 1: and basically CMT, you know, was my most network, television

709
00:35:26,960 --> 00:35:29,920
Speaker 1: is fading and the life is coming in on the

710
00:35:29,920 --> 00:35:32,680
Speaker 1: streaming side. So we decided, you know what, we're not

711
00:35:32,719 --> 00:35:35,560
Speaker 1: going to just close the door. Since they've closed the door,

712
00:35:35,880 --> 00:35:37,920
Speaker 1: Let's figure out if we can garner some interest on

713
00:35:38,000 --> 00:35:41,640
Speaker 1: another platform. And it's funny now in hindsight, back then

714
00:35:41,840 --> 00:35:43,719
Speaker 1: we were begging, will you take our show? Will you

715
00:35:43,760 --> 00:35:45,279
Speaker 1: take our show? Will you take our show? And we

716
00:35:45,360 --> 00:35:48,160
Speaker 1: got door shut after door shut after doorshut. Now you

717
00:35:48,239 --> 00:35:49,360
Speaker 1: kind of want to go back to him and I

718
00:35:49,400 --> 00:35:53,680
Speaker 1: told you shit. But Netflix went in and said, okay,

719
00:35:53,920 --> 00:35:56,680
Speaker 1: you know, we'll we will do this, but we're just

720
00:35:56,719 --> 00:35:58,640
Speaker 1: going to give it one year and we will see.

721
00:35:59,080 --> 00:36:02,640
Speaker 1: And so what became different was the fact that we

722
00:36:02,760 --> 00:36:06,440
Speaker 1: have an incredible director and Greg Whiteley and what really

723
00:36:06,480 --> 00:36:08,920
Speaker 1: the story was about or who are these women? What

724
00:36:08,920 --> 00:36:12,080
Speaker 1: do they do? How do they think? How do they

725
00:36:12,120 --> 00:36:16,440
Speaker 1: get here? And the story became about them. And as

726
00:36:16,560 --> 00:36:20,719
Speaker 1: that evolved and these stories came forward, people around the

727
00:36:20,719 --> 00:36:24,239
Speaker 1: world went crazy. Which was they could they could identify with,

728
00:36:24,480 --> 00:36:28,040
Speaker 1: they could root for, they could cheer for, cheer against,

729
00:36:28,120 --> 00:36:31,440
Speaker 1: I don't know whatever, but they were engaged and they

730
00:36:31,520 --> 00:36:34,600
Speaker 1: wanted to know more. And the show blew up and

731
00:36:34,880 --> 00:36:39,040
Speaker 1: everybody became, you know, so aware of what was going on,

732
00:36:39,280 --> 00:36:40,920
Speaker 1: and it really drew you know, for us, I think

733
00:36:40,960 --> 00:36:43,920
Speaker 1: the most fascinating thing about it, well, we already knew

734
00:36:44,200 --> 00:36:46,759
Speaker 1: that we don't actually have a whole lot of popularity

735
00:36:46,800 --> 00:36:51,560
Speaker 1: in Dallas. Oddly enough, their popularity is outside of Dallas.

736
00:36:51,600 --> 00:36:53,920
Speaker 1: And you know a lot of that is because, you know,

737
00:36:54,239 --> 00:36:56,600
Speaker 1: when you take off the uniform, then you look like

738
00:36:56,680 --> 00:36:59,759
Speaker 1: me going into Starbucks. I'll take a coffee and that.

739
00:37:00,080 --> 00:37:03,239
Speaker 1: But that's what you are. You're not a this Oh

740
00:37:03,360 --> 00:37:06,239
Speaker 1: that's somebody that I need to know, I need to meet.

741
00:37:06,560 --> 00:37:10,880
Speaker 1: So you're just too you are in Dallas, outside of that,

742
00:37:11,000 --> 00:37:12,920
Speaker 1: outside of the country. When they put the uniform, they

743
00:37:12,920 --> 00:37:16,560
Speaker 1: became something bigger, and people wanted to follow when one

744
00:37:16,680 --> 00:37:19,719
Speaker 1: had that curiosity. So we've been able to lean into that,

745
00:37:19,960 --> 00:37:23,280
Speaker 1: and these women have told beautiful stories. They've been incredibly vulnerable,

746
00:37:23,520 --> 00:37:25,440
Speaker 1: and I think the results of that is in the

747
00:37:25,480 --> 00:37:26,480
Speaker 1: popularity of the show.

748
00:37:26,760 --> 00:37:29,040
Speaker 2: Yeah. Yeah, you made a lot of news this week

749
00:37:29,080 --> 00:37:32,120
Speaker 2: with the Cheerleaders that they now have a four hundred percent.

750
00:37:31,920 --> 00:37:36,719
Speaker 1: Pay increase, which is incredible, incredible.

751
00:37:37,480 --> 00:37:39,720
Speaker 2: You know, some speculating that it came as a result

752
00:37:39,760 --> 00:37:41,640
Speaker 2: of the fact that there the fact that they were

753
00:37:41,640 --> 00:37:45,200
Speaker 2: working multiple jobs is now on the show and visible

754
00:37:45,239 --> 00:37:47,360
Speaker 2: for everyone to see on Netflix versus probably a smaller

755
00:37:47,360 --> 00:37:51,359
Speaker 2: audience on CMT. I'm personally speculating that you now view

756
00:37:51,400 --> 00:37:55,319
Speaker 2: them as athletes versus entertainment. That's my own lens on it,

757
00:37:55,440 --> 00:37:57,760
Speaker 2: but I'm curious to hear you talk through that decision.

758
00:37:58,080 --> 00:38:00,759
Speaker 1: Yeah. Well, well, first of all, I think the thing

759
00:38:00,880 --> 00:38:04,120
Speaker 1: that we have always thought was the most interesting part

760
00:38:04,120 --> 00:38:05,960
Speaker 1: of the women that chose to be a part of

761
00:38:06,000 --> 00:38:08,839
Speaker 1: the Cheerleaders was they came to us with I mean,

762
00:38:08,880 --> 00:38:11,799
Speaker 1: it's a part time job, so everybody had a full

763
00:38:11,840 --> 00:38:15,160
Speaker 1: time career of something. So they were doctors, they were nurses,

764
00:38:15,200 --> 00:38:19,319
Speaker 1: they were attorneys, they were like anybody here in this room,

765
00:38:19,360 --> 00:38:21,520
Speaker 1: they had a career or they had an aim for

766
00:38:21,640 --> 00:38:24,840
Speaker 1: a career that dance was their passion. Dance was their hobby,

767
00:38:25,040 --> 00:38:28,239
Speaker 1: and dance gave them apart, gave them an opportunity to

768
00:38:28,280 --> 00:38:32,120
Speaker 1: be a part of something bigger, but their trajectory they

769
00:38:32,120 --> 00:38:35,600
Speaker 1: were pacing to whatever they were wanting to become. And

770
00:38:35,640 --> 00:38:39,719
Speaker 1: I think in that it made the conversation so interesting

771
00:38:39,760 --> 00:38:43,279
Speaker 1: because what they shared a lot between each other was well,

772
00:38:43,560 --> 00:38:46,759
Speaker 1: I'm fighting to become this, I'm fighting my journey to

773
00:38:46,760 --> 00:38:48,640
Speaker 1: do this, and then I'm going to do a family,

774
00:38:48,680 --> 00:38:49,600
Speaker 1: And how I am I going to do a job

775
00:38:49,600 --> 00:38:51,480
Speaker 1: and a family. You know, they became like every one

776
00:38:51,480 --> 00:38:55,399
Speaker 1: of us, this is what our mission is. As as

777
00:38:55,560 --> 00:39:00,719
Speaker 1: the show got more popular, the talent level dramatically increased,

778
00:39:01,120 --> 00:39:04,000
Speaker 1: so the training required to get to the talent level

779
00:39:04,040 --> 00:39:06,839
Speaker 1: that was it. I'll make this comparison our director now,

780
00:39:06,920 --> 00:39:09,480
Speaker 1: Kelly Finglass. If you've watched the show, they have shown

781
00:39:09,480 --> 00:39:12,480
Speaker 1: clips of her back in the eighties being a cheerleader,

782
00:39:12,520 --> 00:39:14,640
Speaker 1: and she was like, yes, we were doing jumping jacks

783
00:39:14,920 --> 00:39:19,120
Speaker 1: like you know that. It was the talent level was very,

784
00:39:19,280 --> 00:39:23,040
Speaker 1: very different, and now the talent level is extraordinarily high.

785
00:39:23,120 --> 00:39:25,960
Speaker 1: And these women are actually many of them want a

786
00:39:26,120 --> 00:39:32,000
Speaker 1: dance trajectory for their career versus a part of their career. Now,

787
00:39:32,000 --> 00:39:33,560
Speaker 1: we don't ever want to let go of that part

788
00:39:33,600 --> 00:39:35,160
Speaker 1: because I think it's really great that if you want

789
00:39:35,160 --> 00:39:36,759
Speaker 1: to go be an attorney or a doctor and you

790
00:39:36,800 --> 00:39:39,439
Speaker 1: also want to cheer, well, then come on, we want

791
00:39:39,520 --> 00:39:42,080
Speaker 1: to have a spot for you to do that. But

792
00:39:42,160 --> 00:39:44,560
Speaker 1: I think several of the women came to us and said,

793
00:39:44,600 --> 00:39:47,360
Speaker 1: you know what, we have an opportunity to really improve

794
00:39:47,400 --> 00:39:49,440
Speaker 1: this program, and here are the things that we think

795
00:39:49,480 --> 00:39:51,919
Speaker 1: would make of the enhancements work. And so we had

796
00:39:51,960 --> 00:39:55,480
Speaker 1: a great corporate dialogue with them of like, okay, how

797
00:39:55,480 --> 00:39:57,080
Speaker 1: do you see things, how do you think things could

798
00:39:57,120 --> 00:39:59,240
Speaker 1: be better? How do we work here to be better?

799
00:39:59,560 --> 00:40:02,120
Speaker 1: And they brought to the table the nuances that brought

800
00:40:02,120 --> 00:40:05,400
Speaker 1: the challenge, and so in that along with that coincided

801
00:40:05,400 --> 00:40:07,720
Speaker 1: because I do think this is important is the attention

802
00:40:08,200 --> 00:40:12,200
Speaker 1: and the awareness. You know, if the opportunities for them

803
00:40:12,440 --> 00:40:15,359
Speaker 1: to go appeer outside of the ten days a year

804
00:40:16,239 --> 00:40:20,600
Speaker 1: just went off the charts, So if in that that

805
00:40:20,719 --> 00:40:25,080
Speaker 1: also gives them the ability then to go be compensated

806
00:40:25,560 --> 00:40:28,879
Speaker 1: in a different environment besides ten days. You know, there's

807
00:40:29,160 --> 00:40:32,799
Speaker 1: a ten day perform a job piece, and then there's

808
00:40:32,840 --> 00:40:36,279
Speaker 1: everything beyond that. Well, when the show blew it up,

809
00:40:36,480 --> 00:40:40,200
Speaker 1: everything beyond that went up. So it's like, great, here

810
00:40:40,239 --> 00:40:43,279
Speaker 1: we go. We're all going up together. And that's what

811
00:40:43,320 --> 00:40:45,319
Speaker 1: we did. That's how we structured it. And I think

812
00:40:45,360 --> 00:40:48,040
Speaker 1: they were super excited about it, and I think as

813
00:40:48,120 --> 00:40:50,680
Speaker 1: we move forward, there's now they know how to have

814
00:40:50,800 --> 00:40:53,520
Speaker 1: that dialogue and almost say this. There was probably not

815
00:40:53,600 --> 00:40:58,000
Speaker 1: a lot of communication there it was, so we were

816
00:40:58,040 --> 00:41:01,120
Speaker 1: able to kind of establish that have a window in

817
00:41:01,680 --> 00:41:03,160
Speaker 1: of like, come on in, let me sit down. I'll

818
00:41:03,160 --> 00:41:05,440
Speaker 1: talk to you to exactly you know where my pain

819
00:41:05,520 --> 00:41:07,640
Speaker 1: points are, and you share yours, and let's figure out

820
00:41:07,680 --> 00:41:09,160
Speaker 1: how we grow together. And that's what happened.

821
00:41:09,320 --> 00:41:09,680
Speaker 2: Perfect.

822
00:41:09,760 --> 00:41:10,080
Speaker 1: Yeah.

823
00:41:10,200 --> 00:41:13,760
Speaker 2: I just want to ask you our final she pivots

824
00:41:13,840 --> 00:41:15,759
Speaker 2: question that we ask of all of our guests. What

825
00:41:15,920 --> 00:41:17,880
Speaker 2: is something that at the time you saw as a

826
00:41:17,880 --> 00:41:20,959
Speaker 2: real low point and you maybe couldn't even see yourself

827
00:41:20,960 --> 00:41:23,200
Speaker 2: getting out of it, and now in retrospect you see

828
00:41:23,200 --> 00:41:25,800
Speaker 2: it as having really built you to launch you to

829
00:41:25,840 --> 00:41:26,880
Speaker 2: the success you are today.

830
00:41:27,280 --> 00:41:31,080
Speaker 1: I probably think the most visible low point because we've

831
00:41:31,880 --> 00:41:34,120
Speaker 1: we've had a few sports teams kind of takes you

832
00:41:34,200 --> 00:41:36,520
Speaker 1: up and up and down, and you're only as happy

833
00:41:36,560 --> 00:41:39,600
Speaker 1: as your last victory. So putting that aside, in the

834
00:41:39,960 --> 00:41:43,160
Speaker 1: mid nineties, we had a whole lot of success and

835
00:41:43,320 --> 00:41:45,160
Speaker 1: we had just come off of three big Super Bowl

836
00:41:45,160 --> 00:41:47,319
Speaker 1: wins and then one of our players made a really

837
00:41:47,400 --> 00:41:51,440
Speaker 1: unfortunate decision off the field and it totally impacted the

838
00:41:51,480 --> 00:41:55,560
Speaker 1: brand everything, and it was like negative highlight headlines for

839
00:41:55,560 --> 00:41:59,000
Speaker 1: for months, really challenging, and you know, my dad came

840
00:41:59,040 --> 00:42:01,400
Speaker 1: to me and said, well, how how can we counter

841
00:42:01,800 --> 00:42:05,959
Speaker 1: this conversation that's going over here, that is happening amongst them,

842
00:42:06,320 --> 00:42:09,800
Speaker 1: and what can we do as an organization to elevate

843
00:42:10,040 --> 00:42:13,640
Speaker 1: who we are in the midst of this negativity. And

844
00:42:13,719 --> 00:42:16,880
Speaker 1: it was at that time that you know, his comment was,

845
00:42:17,080 --> 00:42:20,200
Speaker 1: you know, I want to be this organization should be

846
00:42:20,280 --> 00:42:24,640
Speaker 1: the Jerry Lewis of something. So you may remember part

847
00:42:24,680 --> 00:42:26,839
Speaker 1: of you probably don't, but if you remember he did

848
00:42:26,840 --> 00:42:29,759
Speaker 1: the major telethons, you know, he was everything. He was

849
00:42:29,960 --> 00:42:35,080
Speaker 1: identified with community support and garnering everybody to help a

850
00:42:35,160 --> 00:42:38,399
Speaker 1: designated cause. So in that he's like, figure out how

851
00:42:38,440 --> 00:42:41,440
Speaker 1: we can become a Jerry Lewis of something, and so

852
00:42:41,480 --> 00:42:45,680
Speaker 1: in that process I met and got engaged with the

853
00:42:45,719 --> 00:42:49,160
Speaker 1: Salvation Army and the guy who was the head of

854
00:42:49,200 --> 00:42:51,480
Speaker 1: the Salvation Army at that time for the advisory Board

855
00:42:51,680 --> 00:42:54,520
Speaker 1: was also the CEO of Freeedolay, and he said, we've

856
00:42:54,600 --> 00:42:56,839
Speaker 1: got to do something for the Army to lift them

857
00:42:56,960 --> 00:43:00,719
Speaker 1: up and bring awareness. They're putting, you know, shoes on

858
00:43:00,719 --> 00:43:03,319
Speaker 1: people's feet, they are housing the homeless, they're helping people

859
00:43:03,360 --> 00:43:05,680
Speaker 1: with addiction, and nobody knows. He said, can you be

860
00:43:05,760 --> 00:43:08,600
Speaker 1: the voice box? So I realized that we had one

861
00:43:08,640 --> 00:43:10,480
Speaker 1: game every year that I knew we would have at home,

862
00:43:10,520 --> 00:43:13,640
Speaker 1: and that's Thanksgiving Day. Also recognize that on Thanksgiving Day

863
00:43:13,640 --> 00:43:16,759
Speaker 1: everybody has a generous heart. They want to give back,

864
00:43:16,800 --> 00:43:19,719
Speaker 1: they want to do something powerful for themselves, for their community.

865
00:43:19,800 --> 00:43:22,400
Speaker 1: And how could we take that sentiment and do something

866
00:43:22,440 --> 00:43:26,200
Speaker 1: big with it. I went to NBC Sports and asked

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Speaker 1: them to give us our halftime and for it, give

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Speaker 1: us the airtime. There, we partnered with Reeba McIntyre at

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00:43:32,360 --> 00:43:35,520
Speaker 1: the time, and we launched the first ever national red

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00:43:35,600 --> 00:43:38,560
Speaker 1: Kettle campaign for the Salvation Army the halftime in the

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Speaker 1: middle of our game. And now here we go on

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00:43:41,080 --> 00:43:44,000
Speaker 1: the trajectory We will be thirty years next year and

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00:43:44,040 --> 00:43:48,600
Speaker 1: we've raised over four billion dollars for the Salvation Army,

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00:43:49,200 --> 00:43:53,959
Speaker 1: so you can make that When things are dark, there's

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00:43:54,040 --> 00:43:56,400
Speaker 1: always a great opportunity in there to figure out how

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00:43:56,440 --> 00:43:59,080
Speaker 1: to turn something around. But thank you all for your

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00:43:59,120 --> 00:43:59,600
Speaker 1: time today.

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00:43:59,680 --> 00:44:02,600
Speaker 2: Thank you so much, Charlotte, thank you, Thank you guys

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00:44:02,600 --> 00:44:10,000
Speaker 2: for coming. Thank you so much for listening to this

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00:44:10,120 --> 00:44:13,720
Speaker 2: special episode of she Pivots recorded live at the Aspen

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00:44:13,800 --> 00:44:16,839
Speaker 2: Ideas Festival. The best way to stay up to date

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00:44:16,880 --> 00:44:19,279
Speaker 2: with Charlotte you can follow her on Instagram at c

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00:44:19,560 --> 00:44:20,600
Speaker 2: Jones Cowboys.

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00:44:21,640 --> 00:44:22,640
Speaker 1: Talk to you next week.

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00:44:25,040 --> 00:44:28,640
Speaker 2: Thanks for listening to this episode of she Pivots. I

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00:44:28,680 --> 00:44:31,080
Speaker 2: hope you enjoyed it, and if you did, leave us

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00:44:31,120 --> 00:44:34,160
Speaker 2: a rating and tell your friends about us. To learn

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00:44:34,200 --> 00:44:37,480
Speaker 2: more about our guests, follow us on Instagram at she

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00:44:37,640 --> 00:44:41,000
Speaker 2: pivots the Podcast, or sign up for our newsletter where

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00:44:41,000 --> 00:44:44,160
Speaker 2: you can get exclusive behind the scenes content on our

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00:44:44,160 --> 00:44:51,880
Speaker 2: website at she pivots thepodcast dot com. This episode was

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00:44:51,920 --> 00:44:55,840
Speaker 2: produced and edited by Emily Atavelosik, with sound editing and

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00:44:55,880 --> 00:44:59,560
Speaker 2: mixing from Nina Pollock. Audio production and social media by

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00:44:59,600 --> 00:45:03,960
Speaker 2: Hannah Cousins. Researched by Christine Dickinson and logistics and planning

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00:45:04,080 --> 00:45:08,120
Speaker 2: by Emma Stopic and Kendall Krupkin. She Pivots is proud

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00:45:08,160 --> 00:45:12,400
Speaker 2: to be a part of the iHeart podcast network. I

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00:45:12,640 --> 00:45:14,440
Speaker 2: endorse she Pivots