1
00:00:00,400 --> 00:00:03,600
Speaker 1: We're trying to drive brand, we're trying to drive cultural connection,

2
00:00:04,080 --> 00:00:07,440
Speaker 1: but in a way that is delivering business objectives. And

3
00:00:07,480 --> 00:00:09,920
Speaker 1: I think that's something that you know, when I'm speaking

4
00:00:09,960 --> 00:00:12,480
Speaker 1: to people that are aspiring to be in the creative space,

5
00:00:12,600 --> 00:00:15,000
Speaker 1: being in the marketing space, all these things, is if

6
00:00:15,040 --> 00:00:17,959
Speaker 1: you just want to be in the space just for

7
00:00:18,000 --> 00:00:19,599
Speaker 1: the sense of I just want to be a creative,

8
00:00:19,880 --> 00:00:23,200
Speaker 1: that's fine, but you're gonna have a ceiling in terms

9
00:00:23,239 --> 00:00:27,560
Speaker 1: of your advancement in this world. Because the new age

10
00:00:27,640 --> 00:00:32,600
Speaker 1: creative that understands how to translate their art into business outcomes,

11
00:00:32,760 --> 00:00:35,839
Speaker 1: that's the formula for growth and success. And I think

12
00:00:35,840 --> 00:00:38,400
Speaker 1: that's what's really rewarding about kind of what we're doing.

13
00:00:43,479 --> 00:00:45,960
Speaker 2: Hey, everybody, welcome to another episode of Button. I'm your host.

14
00:00:45,960 --> 00:00:48,479
Speaker 2: Brandon Butler found a CEO of Butter atl And today

15
00:00:49,600 --> 00:00:51,680
Speaker 2: got somebody special in the building. We always have some

16
00:00:51,720 --> 00:00:53,680
Speaker 2: special people in the building. This guy right here, man

17
00:00:53,800 --> 00:00:56,440
Speaker 2: like this guy here brings the whole city out. This

18
00:00:56,480 --> 00:00:58,520
Speaker 2: guy right here makes the city move. This guy right here,

19
00:00:59,200 --> 00:01:01,080
Speaker 2: he's the one getting y'a a rise up every time,

20
00:01:01,760 --> 00:01:04,880
Speaker 2: the one, the only Mister Shannon Joiner of the Atlanta

21
00:01:04,920 --> 00:01:06,520
Speaker 2: Falcons sir, how are you doing something?

22
00:01:06,520 --> 00:01:08,920
Speaker 3: Man? Thanks for having me hey man, thanks for pulling up. Man.

23
00:01:09,040 --> 00:01:11,600
Speaker 1: Yeah, oh listen, it's always a pleasure to be amongst

24
00:01:11,640 --> 00:01:12,399
Speaker 1: your company.

25
00:01:12,440 --> 00:01:12,640
Speaker 3: Man.

26
00:01:12,840 --> 00:01:16,319
Speaker 2: So amen, Look, I'm just glad you aura across the

27
00:01:16,360 --> 00:01:17,839
Speaker 2: table is enough for your aura.

28
00:01:17,959 --> 00:01:19,600
Speaker 3: You know, we couldn't be next to each other and

29
00:01:20,319 --> 00:01:21,160
Speaker 3: be disrespectful to you.

30
00:01:21,280 --> 00:01:23,080
Speaker 2: It would have exploded over here. Man, it's so much

31
00:01:23,120 --> 00:01:25,440
Speaker 2: or in one place, you know, Rose. Look, I'm glad

32
00:01:25,440 --> 00:01:26,039
Speaker 2: to get you in here.

33
00:01:26,040 --> 00:01:26,160
Speaker 3: Man.

34
00:01:26,160 --> 00:01:27,440
Speaker 2: We had jump through a couple of hoops to get

35
00:01:27,440 --> 00:01:34,080
Speaker 2: you in man. Well, look, man, thank you for pulling up.

36
00:01:34,120 --> 00:01:35,520
Speaker 2: I know you know you've got a ton of stuff

37
00:01:35,560 --> 00:01:37,480
Speaker 2: going on. And you know, Shan, I know a lot

38
00:01:37,480 --> 00:01:38,880
Speaker 2: of people around here know you, man. But like we

39
00:01:38,959 --> 00:01:40,360
Speaker 2: try to do something a little bit different here on

40
00:01:40,400 --> 00:01:44,040
Speaker 2: butter Nomics. So instead of me asking you, just tell

41
00:01:44,120 --> 00:01:45,760
Speaker 2: us about yourself. For the folks who don't know what

42
00:01:45,840 --> 00:01:50,120
Speaker 2: I have done, is I asked chat GPT. Okay, who

43
00:01:50,320 --> 00:01:52,680
Speaker 2: is Shannon Joyner? So you want to know what chat

44
00:01:52,720 --> 00:01:53,440
Speaker 2: GPT said?

45
00:01:53,720 --> 00:01:55,280
Speaker 3: Now, there's a few Shannon Joiners out there.

46
00:01:55,320 --> 00:01:57,520
Speaker 2: No, No, I was very specific. I was very specific

47
00:01:57,600 --> 00:01:59,760
Speaker 2: of the Atlanta Falcons of Atlanta and all that stuff,

48
00:02:00,080 --> 00:02:03,600
Speaker 2: all the stuff at all the keywords. Shannon Joyner is

49
00:02:03,640 --> 00:02:06,040
Speaker 2: an Atlanta native and Vice President of Marketing for the

50
00:02:06,080 --> 00:02:09,040
Speaker 2: Atlanta Falcons, a role he has held since twenty twenty three.

51
00:02:09,080 --> 00:02:11,560
Speaker 2: He joined the franchise in twenty eighteen, bringing them a

52
00:02:11,600 --> 00:02:14,200
Speaker 2: wealth of experience from his global marketing roles at Nike

53
00:02:14,360 --> 00:02:18,440
Speaker 2: and the NBA. Joiner's leadership has been instrumental in initiatives

54
00:02:18,440 --> 00:02:21,080
Speaker 2: like the Dirty Birds Rally, four four Day, Shout Out

55
00:02:21,080 --> 00:02:23,800
Speaker 2: to four L four Day, and the next Gen Storytellers Program,

56
00:02:23,880 --> 00:02:26,160
Speaker 2: all aimed at strengthening the bomb between the Falcons and

57
00:02:26,200 --> 00:02:29,359
Speaker 2: the Atlanta community. His innovative approach to season ticket marketing

58
00:02:29,360 --> 00:02:32,040
Speaker 2: in twenty twenty four led to the team's best sales

59
00:02:32,080 --> 00:02:35,440
Speaker 2: since the opening of Mercedes been Sadium in twenty seventeen.

60
00:02:35,680 --> 00:02:40,040
Speaker 2: Joiner also serves as the NFL's Global market Program Steering Committee,

61
00:02:40,440 --> 00:02:43,919
Speaker 2: leading the Falcons international brand development in Germany. A Morehouse

62
00:02:44,000 --> 00:02:48,000
Speaker 2: College alum and a Harvard Business School NBA graduate, Joiner's

63
00:02:48,040 --> 00:02:51,480
Speaker 2: deep connection to Atlanta and passion for community engagement continued

64
00:02:51,520 --> 00:02:53,800
Speaker 2: to shape his impactful work for the Falcons.

65
00:02:55,280 --> 00:02:57,960
Speaker 3: How accuratear wrested it sounds like the premium version of shagipt.

66
00:02:58,440 --> 00:03:00,239
Speaker 2: Yeah pay money yeah, yea yeah, yeah ye you didn't

67
00:03:00,240 --> 00:03:02,040
Speaker 2: get just good for the traversion I paid for my

68
00:03:02,440 --> 00:03:03,120
Speaker 2: mercial breaks.

69
00:03:03,200 --> 00:03:06,600
Speaker 1: Yeah, that's pretty good. Listen, man, that's one. I appreciate

70
00:03:06,639 --> 00:03:10,679
Speaker 1: that that intro. I think anytime you hear your own background,

71
00:03:10,760 --> 00:03:13,720
Speaker 1: you just become reflective, right, and appreciative of all the

72
00:03:14,440 --> 00:03:15,520
Speaker 1: you know, opportunities.

73
00:03:15,520 --> 00:03:17,160
Speaker 3: For me, I feel like I have a dream job,

74
00:03:17,600 --> 00:03:18,280
Speaker 3: you know, being.

75
00:03:18,120 --> 00:03:19,760
Speaker 1: You know, born and raised here as a chance to

76
00:03:19,800 --> 00:03:22,600
Speaker 1: come back, you know, to Atlanta and do the work

77
00:03:22,600 --> 00:03:24,639
Speaker 1: that I do for my favorite team since I was

78
00:03:24,680 --> 00:03:27,000
Speaker 1: a kid. You know, it kind of means everything, man,

79
00:03:27,320 --> 00:03:29,120
Speaker 1: And it's given me the opportunity to meet people like you,

80
00:03:29,320 --> 00:03:30,919
Speaker 1: which is you know, the cherry on top of this.

81
00:03:31,080 --> 00:03:33,480
Speaker 3: So happy to be here. Hey, man, I'm glad I

82
00:03:33,520 --> 00:03:34,040
Speaker 3: had you here. Man.

83
00:03:34,160 --> 00:03:36,800
Speaker 2: Yeah, man, I think you know, it's definitely an amazing

84
00:03:36,840 --> 00:03:40,000
Speaker 2: opportunity when you know, yeah, a kid that grew up here,

85
00:03:40,000 --> 00:03:42,160
Speaker 2: you've been around the team, you saw it over the years,

86
00:03:42,160 --> 00:03:45,240
Speaker 2: and now you're actually sitting in the role with the Falcons,

87
00:03:45,280 --> 00:03:47,000
Speaker 2: you know, make an impact like this. Yeah, how does

88
00:03:47,040 --> 00:03:47,400
Speaker 2: that feel?

89
00:03:47,400 --> 00:03:47,520
Speaker 3: Man?

90
00:03:47,640 --> 00:03:49,640
Speaker 2: Especially you know your family's been season ticket holders for

91
00:03:49,640 --> 00:03:51,520
Speaker 2: a long time. Like, just how does it feel. Do

92
00:03:51,560 --> 00:03:53,080
Speaker 2: you ever have a moment where you're like, damn, like

93
00:03:53,080 --> 00:03:53,520
Speaker 2: look at this.

94
00:03:54,000 --> 00:03:57,000
Speaker 3: Yeah, so for me it really hits home.

95
00:03:57,360 --> 00:04:00,360
Speaker 1: You know, my ride to work, you know, so time

96
00:04:00,400 --> 00:04:02,320
Speaker 1: we work out of the stadium a little bit of

97
00:04:02,360 --> 00:04:04,880
Speaker 1: the time, also in our practice facility up in Flowery Branch.

98
00:04:05,560 --> 00:04:07,880
Speaker 1: But you know, coming to the stadium, you're going down

99
00:04:07,920 --> 00:04:11,040
Speaker 1: north Side and when I turn left into the stadium,

100
00:04:11,520 --> 00:04:14,400
Speaker 1: I can see the apartment building where my senior year

101
00:04:14,440 --> 00:04:19,880
Speaker 1: apartment was at Morehouse, And so every time it's like

102
00:04:19,920 --> 00:04:24,560
Speaker 1: that full circle visual moment of everything. One of the

103
00:04:24,640 --> 00:04:28,800
Speaker 1: churches you know that was relocated in the construction of

104
00:04:28,920 --> 00:04:29,960
Speaker 1: the stadium.

105
00:04:30,040 --> 00:04:31,080
Speaker 3: Friendship Baptist Church.

106
00:04:31,080 --> 00:04:34,240
Speaker 1: It's a church I grew up in, right, So a

107
00:04:34,279 --> 00:04:38,880
Speaker 1: lot of deep connection points, family, community, city, you know, pride,

108
00:04:39,000 --> 00:04:42,200
Speaker 1: and so yeah, it does. I love the job, like

109
00:04:42,240 --> 00:04:45,040
Speaker 1: the role itself was in another city, I would enjoy

110
00:04:45,120 --> 00:04:47,719
Speaker 1: the work. But when you bring it together with the

111
00:04:47,760 --> 00:04:49,640
Speaker 1: personal connection that I have for it, I mean it

112
00:04:49,680 --> 00:04:51,160
Speaker 1: really it doesn't feel.

113
00:04:50,920 --> 00:04:52,320
Speaker 3: Like work ever. Yeah.

114
00:04:52,360 --> 00:04:55,080
Speaker 2: Man, look you deepen these streets, man, Friendship, all this stuff.

115
00:04:55,240 --> 00:04:56,920
Speaker 2: These folks know, Man, you really from around here?

116
00:04:57,040 --> 00:04:57,680
Speaker 3: Yeah, for sure.

117
00:04:57,720 --> 00:05:00,360
Speaker 1: I mean my dad has been a faconcy and ticket

118
00:05:00,400 --> 00:05:03,560
Speaker 1: holder since nineteen seventy five. When he moved back to

119
00:05:03,640 --> 00:05:06,599
Speaker 1: Atlanta after law school. That was one of his first

120
00:05:06,960 --> 00:05:09,839
Speaker 1: you know kind of purchases with season tickets and that

121
00:05:09,960 --> 00:05:13,600
Speaker 1: was you know, Atlanta Fulton County Stadium. I guess it

122
00:05:13,640 --> 00:05:15,640
Speaker 1: was Atlanta Stadium at that point. Then he had the

123
00:05:15,640 --> 00:05:20,280
Speaker 1: Fulton County to it. So I growing up went to games, right,

124
00:05:20,320 --> 00:05:23,479
Speaker 1: And it was funny being at Friendship because the services

125
00:05:23,520 --> 00:05:25,320
Speaker 1: at ten. You know, a lot of church in Atlanta

126
00:05:25,360 --> 00:05:28,640
Speaker 1: service at eleven that might be you know, the first,

127
00:05:28,680 --> 00:05:31,760
Speaker 1: second or third service of the day. Friendship was ten,

128
00:05:32,040 --> 00:05:34,880
Speaker 1: and one of the reasons was because you need to

129
00:05:35,120 --> 00:05:39,960
Speaker 1: end service to allow for parking at the dome, which

130
00:05:40,040 --> 00:05:43,080
Speaker 1: was a huge revenue source from the church. And so

131
00:05:43,240 --> 00:05:46,680
Speaker 1: just even just little antidotes like that just always kind

132
00:05:46,680 --> 00:05:48,400
Speaker 1: of pinched me in terms kind of how special this

133
00:05:49,480 --> 00:05:52,080
Speaker 1: experience is. And so, you know, being able to grow

134
00:05:52,160 --> 00:05:55,320
Speaker 1: up in Atlanta scene, how the city has changed. Also,

135
00:05:55,440 --> 00:05:59,279
Speaker 1: how just a relationship as a fan first with the Falcons,

136
00:05:59,320 --> 00:06:02,919
Speaker 1: that kind of pair, well kind of duality continues to

137
00:06:02,960 --> 00:06:05,239
Speaker 1: this day, right, which is cool.

138
00:06:05,279 --> 00:06:06,360
Speaker 3: So that's dope, man.

139
00:06:06,440 --> 00:06:08,840
Speaker 2: So how does somebody end up in that role because

140
00:06:08,839 --> 00:06:11,080
Speaker 2: again I think a lot of times, you know, the

141
00:06:11,200 --> 00:06:13,919
Speaker 2: NFL seems like this big, huge thing. It's hard to crack,

142
00:06:14,000 --> 00:06:16,240
Speaker 2: you know, especially getting involved with teams and stuff like that.

143
00:06:16,279 --> 00:06:18,440
Speaker 2: And I mean, you had a really unique role through

144
00:06:18,560 --> 00:06:20,239
Speaker 2: Nike and other things, But like, how did you actually

145
00:06:20,360 --> 00:06:21,560
Speaker 2: end up with the Falcons?

146
00:06:21,600 --> 00:06:23,480
Speaker 1: Well, I think for me, it really does go all

147
00:06:23,480 --> 00:06:25,839
Speaker 1: the way back to kind of end of high school

148
00:06:25,880 --> 00:06:26,839
Speaker 1: going into college.

149
00:06:27,800 --> 00:06:29,040
Speaker 3: I like to tell this story.

150
00:06:29,240 --> 00:06:31,720
Speaker 1: I was taking an apecon class my senior year of

151
00:06:31,800 --> 00:06:35,000
Speaker 1: high school and a class project. I mean his name

152
00:06:35,040 --> 00:06:38,320
Speaker 1: is Professor Brian, who since passed that meant a lot

153
00:06:38,360 --> 00:06:41,240
Speaker 1: to me. The project was you had to watch two

154
00:06:41,279 --> 00:06:44,320
Speaker 1: different channels at the same time in the evening, so

155
00:06:44,360 --> 00:06:49,040
Speaker 1: different nights, different programming, different channels, and to see why

156
00:06:49,120 --> 00:06:52,800
Speaker 1: certain commercials and products were on one channel versus the other. Right,

157
00:06:53,480 --> 00:06:56,600
Speaker 1: what audiences are they trying to reach? Why the different products?

158
00:06:57,040 --> 00:06:59,080
Speaker 1: And that really kind of piques my interest in this

159
00:06:59,279 --> 00:07:02,000
Speaker 1: general sense of marketing and advertising and things like that.

160
00:07:02,400 --> 00:07:04,200
Speaker 3: Then you fast forward at Morehouse.

161
00:07:04,279 --> 00:07:08,280
Speaker 1: My first year at Morehouse, I'm doing this English class

162
00:07:08,760 --> 00:07:11,200
Speaker 1: and we were studying the use of propaganda and so

163
00:07:11,280 --> 00:07:16,880
Speaker 1: we had to basically find an example of strategic effective communication.

164
00:07:17,120 --> 00:07:21,960
Speaker 1: Maybe not to the propaganda has a negative connotation too,

165
00:07:22,080 --> 00:07:26,720
Speaker 1: but the general sense of using communication to push a

166
00:07:26,720 --> 00:07:29,720
Speaker 1: certain kind of message. So the time was actually reading

167
00:07:29,760 --> 00:07:31,560
Speaker 1: the story of Nike. You know, I was always a

168
00:07:31,560 --> 00:07:35,440
Speaker 1: sneakerhead as a kid reading about Nike, and I kind

169
00:07:35,440 --> 00:07:39,200
Speaker 1: of in going through that project, I was like wow,

170
00:07:39,240 --> 00:07:41,040
Speaker 1: like that was kind of working on me right, like

171
00:07:41,120 --> 00:07:44,280
Speaker 1: I was an Air Jordan kid. They convinced me that

172
00:07:44,320 --> 00:07:47,120
Speaker 1: these shoes were distinctively different, you know that we talked

173
00:07:47,120 --> 00:07:50,240
Speaker 1: about the aura of things, and so that type of

174
00:07:50,280 --> 00:07:56,000
Speaker 1: thing really kind of resonated with me, the sense of communication, marketing, advertising,

175
00:07:56,520 --> 00:07:58,720
Speaker 1: but then through the lens of sport, which is something

176
00:07:58,760 --> 00:08:01,000
Speaker 1: that out of personal passion for it, and so that

177
00:08:01,120 --> 00:08:03,080
Speaker 1: really just kind of kicked everything in the gear.

178
00:08:03,160 --> 00:08:05,040
Speaker 3: Had a couple of internships in the space.

179
00:08:05,720 --> 00:08:09,880
Speaker 1: First big break was joining the NBA, you know, after college,

180
00:08:09,880 --> 00:08:12,160
Speaker 1: and then kind of off it went. And so for

181
00:08:12,200 --> 00:08:15,200
Speaker 1: me from the very beginning, like this was I on

182
00:08:15,280 --> 00:08:19,880
Speaker 1: the prize, you know, being in the sports marketing space.

183
00:08:20,040 --> 00:08:25,640
Speaker 1: But where sports has evolved to be such a sophisticated.

184
00:08:25,320 --> 00:08:28,040
Speaker 3: You know, gazillion dollar industry.

185
00:08:28,160 --> 00:08:29,560
Speaker 1: Back in the day, there used to be this notion

186
00:08:29,600 --> 00:08:31,840
Speaker 1: of you wanted to work in sports, you get in

187
00:08:31,960 --> 00:08:34,280
Speaker 1: ticket sales, you know, right away and kind of worked

188
00:08:34,280 --> 00:08:37,720
Speaker 1: the way up. That's still a workable path. But now

189
00:08:37,880 --> 00:08:40,160
Speaker 1: you know they're not just looking for the best sports.

190
00:08:40,240 --> 00:08:43,360
Speaker 1: Marketers are the best sports. Accountants are the best sports.

191
00:08:43,960 --> 00:08:47,000
Speaker 1: You know, operators still looking for the best operators, accountants

192
00:08:47,200 --> 00:08:51,480
Speaker 1: and marketers are none. Right, And so I think for

193
00:08:51,640 --> 00:08:55,320
Speaker 1: me the progression has been Okay, yes I want to

194
00:08:55,360 --> 00:08:59,520
Speaker 1: stay in this sports space, but how they continue to evolve?

195
00:08:59,640 --> 00:09:02,960
Speaker 1: My after my toolkit that is just trying to be

196
00:09:03,080 --> 00:09:06,559
Speaker 1: best of the best from a functional standpoint, best of

197
00:09:06,600 --> 00:09:10,640
Speaker 1: the best from understanding how organizational pieces come together, and

198
00:09:10,640 --> 00:09:13,280
Speaker 1: then you channel that through the lens of sport. But

199
00:09:13,440 --> 00:09:16,200
Speaker 1: our mindset and how I try to approach things is

200
00:09:16,240 --> 00:09:18,679
Speaker 1: independent of just the specific space.

201
00:09:18,960 --> 00:09:20,319
Speaker 3: Yeah, you know sports, you know what I mean.

202
00:09:20,440 --> 00:09:23,360
Speaker 2: So now, how does Atlanta, I mean, especially with your

203
00:09:23,360 --> 00:09:25,440
Speaker 2: ties Atlanta, Like just how does that show up in

204
00:09:25,480 --> 00:09:26,880
Speaker 2: how you kind of approach marketing?

205
00:09:27,000 --> 00:09:28,000
Speaker 3: Especially with the Falcons?

206
00:09:28,360 --> 00:09:31,160
Speaker 1: I mean it shows up everywhere, like we are kind

207
00:09:31,160 --> 00:09:34,160
Speaker 1: of ethos internally, Like it isn't the Falcons, It's the

208
00:09:34,200 --> 00:09:36,760
Speaker 1: Atlanta Falcons, right, Like that is our name, and so

209
00:09:37,920 --> 00:09:41,520
Speaker 1: endemic to that is if we're not authentic and serving

210
00:09:42,120 --> 00:09:47,000
Speaker 1: the city, we're fundamentally not what we're aspiring to be.

211
00:09:47,240 --> 00:09:50,040
Speaker 1: So it comes to life in a lot of, you know,

212
00:09:50,120 --> 00:09:53,160
Speaker 1: different ways. I think one the first is, I mean,

213
00:09:53,200 --> 00:09:56,040
Speaker 1: we are a football team. We want to win every game.

214
00:09:56,120 --> 00:09:59,240
Speaker 1: We want to win, you know, the super Bowl, and

215
00:09:59,320 --> 00:10:03,480
Speaker 1: so we understan stand that from a core side. There's

216
00:10:03,520 --> 00:10:07,040
Speaker 1: really kind of two elements why people engage with us.

217
00:10:07,559 --> 00:10:10,679
Speaker 1: They're football fans, like they love the sport. Sport is

218
00:10:10,720 --> 00:10:14,400
Speaker 1: a form of entertainment. They want to be entertained, and

219
00:10:14,440 --> 00:10:18,760
Speaker 1: so we're here. We're providing an entertainment product for them.

220
00:10:19,080 --> 00:10:21,640
Speaker 1: But that is at the core, but it quickly extends

221
00:10:21,760 --> 00:10:26,240
Speaker 1: beyond that of a team. Really is almost this public trust.

222
00:10:26,320 --> 00:10:32,079
Speaker 1: It's an entity that the ownership of it extends beyond

223
00:10:32,960 --> 00:10:35,040
Speaker 1: just our ownership. And I think that's something that's really

224
00:10:35,080 --> 00:10:38,000
Speaker 1: cool about Arthur Blank, the owner of the Falcons, co

225
00:10:38,120 --> 00:10:41,360
Speaker 1: founder of home Depot, is that yes he's an owner,

226
00:10:41,400 --> 00:10:44,760
Speaker 1: but he very much embodies the philosophy that the Falcons

227
00:10:44,760 --> 00:10:47,960
Speaker 1: are owned by Atlanta, right, and so when you keep

228
00:10:48,000 --> 00:10:52,160
Speaker 1: that mindset, how you then operate just again kind of

229
00:10:52,200 --> 00:10:53,760
Speaker 1: ties back to it, and so that's where it then

230
00:10:53,840 --> 00:10:57,559
Speaker 1: extends that as an NFL team, it really is a

231
00:10:57,600 --> 00:11:02,560
Speaker 1: source of pride and of community connection for the city.

232
00:11:02,880 --> 00:11:04,840
Speaker 1: And when you have a mindset like that, then you're

233
00:11:04,960 --> 00:11:10,680
Speaker 1: constantly looking for ways to connect and associate, you know,

234
00:11:10,760 --> 00:11:12,680
Speaker 1: with the city, and that can come to life in

235
00:11:12,720 --> 00:11:15,040
Speaker 1: a lot of different wayss I know, we'll get, you know,

236
00:11:15,120 --> 00:11:18,120
Speaker 1: kind of into But another thing that I always like

237
00:11:18,200 --> 00:11:20,840
Speaker 1: to say to try to bring this home is we

238
00:11:20,920 --> 00:11:23,800
Speaker 1: have let's say average ten home games a year, right,

239
00:11:23,880 --> 00:11:27,800
Speaker 1: and making the math easy, say our stadium consists seventy thousand,

240
00:11:28,040 --> 00:11:30,840
Speaker 1: which is a round number that works. So if only

241
00:11:30,880 --> 00:11:34,120
Speaker 1: one person can go to one game a year, right,

242
00:11:34,200 --> 00:11:37,400
Speaker 1: that's seven hundred thousand people that can be reached. Max

243
00:11:37,840 --> 00:11:41,280
Speaker 1: in terms of the in stadium experience and association with

244
00:11:41,320 --> 00:11:46,080
Speaker 1: the Falcons Metro Atlanta is what almost seven million. So

245
00:11:46,280 --> 00:11:49,360
Speaker 1: even if you max out just the stadium experience, you

246
00:11:49,360 --> 00:11:53,320
Speaker 1: still have an even much larger opportunity and responsibility and

247
00:11:53,320 --> 00:11:56,600
Speaker 1: how we're engaging in connecting with the broader city in

248
00:11:56,640 --> 00:11:59,280
Speaker 1: the region. And so that's why it's so important that

249
00:11:59,440 --> 00:12:02,040
Speaker 1: authentic action back to the city.

250
00:12:02,320 --> 00:12:03,880
Speaker 2: Yeah, I mean, look, and we're in the South and

251
00:12:03,920 --> 00:12:07,120
Speaker 2: football runs the South. And I mean again, there's there's

252
00:12:07,160 --> 00:12:09,280
Speaker 2: no better day in Atlanta on a Sunday or a Monday,

253
00:12:09,280 --> 00:12:10,880
Speaker 2: like when the Falcons win, Like, I don't know this,

254
00:12:10,960 --> 00:12:12,839
Speaker 2: the sun is just a little bit brighter. You know,

255
00:12:13,679 --> 00:12:15,760
Speaker 2: you can you can manage traffic a little bit better.

256
00:12:15,920 --> 00:12:16,439
Speaker 3: But I want to know.

257
00:12:16,760 --> 00:12:18,079
Speaker 2: You just made me think of something I just want

258
00:12:18,120 --> 00:12:20,520
Speaker 2: to ask. Is a little bit aside. But so when

259
00:12:20,559 --> 00:12:22,240
Speaker 2: the Falcons win a super Bowl, you get a super

260
00:12:22,240 --> 00:12:24,160
Speaker 2: Bowl ring too, right, Like, yeah, okay, I just want

261
00:12:24,160 --> 00:12:27,160
Speaker 2: to make shot I better. Yeah, no, listen, I mean

262
00:12:27,240 --> 00:12:30,720
Speaker 2: but I think that's the whether. It's the ring and

263
00:12:30,760 --> 00:12:33,240
Speaker 2: it's funny and you know he'll hear this at some point.

264
00:12:33,280 --> 00:12:35,559
Speaker 2: I already know if I get a super Bowl ring,

265
00:12:35,679 --> 00:12:37,400
Speaker 2: like I'm giving it to my father. Yeah, you know,

266
00:12:37,440 --> 00:12:39,839
Speaker 2: that's that's something I already have kind of thought about

267
00:12:39,880 --> 00:12:42,480
Speaker 2: and kind of that's my own kind of personal like

268
00:12:42,520 --> 00:12:45,080
Speaker 2: when that day comes, when we reach that mouthain top.

269
00:12:45,120 --> 00:12:46,559
Speaker 3: But I think that's what makes.

270
00:12:47,920 --> 00:12:52,400
Speaker 1: Working in this space fun because on one side, it's

271
00:12:52,440 --> 00:12:56,240
Speaker 1: this never ending pursuit of that mouthain top moment, right,

272
00:12:56,280 --> 00:12:58,920
Speaker 1: Like we are here to win a super Bowl.

273
00:12:58,920 --> 00:13:01,880
Speaker 3: Our fans want to want to say, like, we all can.

274
00:13:01,800 --> 00:13:06,040
Speaker 1: Envision that experience, but in one way, if you let

275
00:13:06,080 --> 00:13:10,560
Speaker 1: that be the only validation point, then if you don't reset,

276
00:13:10,559 --> 00:13:13,160
Speaker 1: then it feels like you're incomplete. Where the other side

277
00:13:13,200 --> 00:13:17,760
Speaker 1: of it is the self fulfilling, perpetual feeling of just

278
00:13:18,640 --> 00:13:22,839
Speaker 1: the community engagement of the Falcons, right, and that is

279
00:13:23,640 --> 00:13:28,240
Speaker 1: win loss, you know, reaching our goal or not, that's

280
00:13:28,240 --> 00:13:31,080
Speaker 1: a self fulfilling every day since. And so it's nice

281
00:13:31,120 --> 00:13:33,520
Speaker 1: to have those two kind of parallel existence because it

282
00:13:33,559 --> 00:13:37,360
Speaker 1: gives you something to always be striving for, but then

283
00:13:37,400 --> 00:13:40,120
Speaker 1: you always have something that is just it's an every

284
00:13:40,160 --> 00:13:42,920
Speaker 1: day smell the roses, you know, type of experience, and

285
00:13:42,960 --> 00:13:45,719
Speaker 1: that's what we aspire to have, Like we want to

286
00:13:45,760 --> 00:13:48,120
Speaker 1: have a brand that truly is that sense of when

287
00:13:48,160 --> 00:13:51,160
Speaker 1: people say lifestyle brand, what does that mean? And for us,

288
00:13:51,160 --> 00:13:53,880
Speaker 1: it means it's something that is a part of your identity.

289
00:13:53,880 --> 00:13:56,640
Speaker 1: And we want people to feel a connection to us,

290
00:13:57,320 --> 00:13:59,800
Speaker 1: whether you know, again we hope we're winning and we're

291
00:13:59,800 --> 00:14:02,480
Speaker 1: on the way to Suerer, but also just because they

292
00:14:02,480 --> 00:14:04,839
Speaker 1: feel like if I live in Atlanta and I want

293
00:14:04,880 --> 00:14:07,600
Speaker 1: to be a part and connected to this community, being

294
00:14:07,640 --> 00:14:09,640
Speaker 1: a fan of the Falcons, is.

295
00:14:09,600 --> 00:14:12,000
Speaker 2: Instrumental to that, right, Like that's the offering we want

296
00:14:12,040 --> 00:14:14,160
Speaker 2: to give the people. So yeah, and I mean, look,

297
00:14:14,240 --> 00:14:16,719
Speaker 2: let's let's be honest again. Like I'm a big Falcons fan.

298
00:14:16,760 --> 00:14:18,480
Speaker 2: I know we've had a couple of tough seasons, but

299
00:14:18,520 --> 00:14:20,400
Speaker 2: I think we're on the we're on the upswing right now.

300
00:14:20,440 --> 00:14:22,320
Speaker 2: Some good things have been happening, like what I'm saying.

301
00:14:22,680 --> 00:14:24,400
Speaker 2: But even as a marketer, right, like, how do you

302
00:14:24,920 --> 00:14:26,880
Speaker 2: how do you like balance how you want to position

303
00:14:26,920 --> 00:14:28,320
Speaker 2: a team the things you want to do in those

304
00:14:28,360 --> 00:14:30,760
Speaker 2: times when it's not always the best, you know, because

305
00:14:30,800 --> 00:14:32,720
Speaker 2: you don't control the product on the field obviously, right,

306
00:14:32,720 --> 00:14:34,600
Speaker 2: but like you still have to kind of work around that.

307
00:14:34,720 --> 00:14:37,280
Speaker 2: So how do you look for opportunities even when the

308
00:14:37,280 --> 00:14:40,040
Speaker 2: team's not necessarily doing the best. But then when the

309
00:14:40,080 --> 00:14:41,840
Speaker 2: team is, when when things start to turn. Now it's

310
00:14:41,840 --> 00:14:43,920
Speaker 2: like it's even more fun because you know, winning is fun,

311
00:14:44,000 --> 00:14:45,720
Speaker 2: but you also kind of create new opportunities.

312
00:14:45,760 --> 00:14:48,880
Speaker 1: Yeah, I mean I think that balance, that's the fundamental

313
00:14:48,960 --> 00:14:52,960
Speaker 1: challenge dot dot dot opportunity of working on the team side.

314
00:14:53,120 --> 00:14:54,280
Speaker 3: Yeah, right, Like when I.

315
00:14:54,280 --> 00:14:56,800
Speaker 1: Worked on the weak side of the NBA, you're kind

316
00:14:56,800 --> 00:14:59,600
Speaker 1: of win loss neutral, right, you're just hoping for the

317
00:14:59,640 --> 00:15:03,200
Speaker 1: overall growth you know, of the game and the attention

318
00:15:03,280 --> 00:15:03,720
Speaker 1: to the NBA.

319
00:15:03,840 --> 00:15:05,480
Speaker 2: And it's a volume play of the NBA too, right,

320
00:15:05,560 --> 00:15:07,520
Speaker 2: Like you only get one game a week of football,

321
00:15:07,560 --> 00:15:08,080
Speaker 2: maybe two.

322
00:15:09,160 --> 00:15:12,480
Speaker 1: Different And then you know, a consumer brand like Nike,

323
00:15:13,400 --> 00:15:16,760
Speaker 1: you're using sport you know, in players and things like

324
00:15:16,840 --> 00:15:19,680
Speaker 1: that as an extension of your brand storytelling.

325
00:15:20,200 --> 00:15:22,280
Speaker 3: But your ability to control.

326
00:15:21,960 --> 00:15:25,160
Speaker 1: The narrative of a shoe is a lot more ownable,

327
00:15:26,000 --> 00:15:28,840
Speaker 1: right than working for a team. A team you feel,

328
00:15:29,880 --> 00:15:33,840
Speaker 1: I mean the realness of the wins and the losses, right,

329
00:15:33,920 --> 00:15:36,760
Speaker 1: And I think what's interesting about working for a team,

330
00:15:36,800 --> 00:15:39,360
Speaker 1: in this case an NFL team. I think sometimes when

331
00:15:39,360 --> 00:15:43,160
Speaker 1: people think about working for a team, this association with

332
00:15:43,560 --> 00:15:46,400
Speaker 1: you know, this global you know power like the NFL,

333
00:15:46,440 --> 00:15:50,320
Speaker 1: which is very true, but US Falcons like, we're most

334
00:15:50,440 --> 00:15:55,360
Speaker 1: focused on our backyard. So it's this irony of we're

335
00:15:55,400 --> 00:15:58,960
Speaker 1: attached to this global thing, but and a lot of

336
00:15:58,960 --> 00:16:00,960
Speaker 1: it's we're kind of like a local bit business, right,

337
00:16:01,040 --> 00:16:06,280
Speaker 1: And that's the the for both the positives and you know,

338
00:16:06,360 --> 00:16:10,640
Speaker 1: kind of weighing through the negative. Sometimes the intimacy of

339
00:16:10,680 --> 00:16:14,040
Speaker 1: that experience is what's so important and so going back

340
00:16:14,040 --> 00:16:17,440
Speaker 1: to your question. On the marketing front, our goal is

341
00:16:17,520 --> 00:16:22,280
Speaker 1: if something's bad for a team, the marketing doesn't make

342
00:16:22,280 --> 00:16:25,280
Speaker 1: it good, right, Like, that's that's not the win for us.

343
00:16:25,400 --> 00:16:28,760
Speaker 1: Our win is how do we make good great? And

344
00:16:28,800 --> 00:16:31,240
Speaker 1: then how do we make bad not so bad?

345
00:16:31,400 --> 00:16:31,600
Speaker 3: Right?

346
00:16:31,880 --> 00:16:35,160
Speaker 1: That's where the power of those that fringe twenty percent

347
00:16:35,840 --> 00:16:37,720
Speaker 1: on either side is where we come in because we

348
00:16:38,200 --> 00:16:39,880
Speaker 1: can't control the product.

349
00:16:39,960 --> 00:16:40,120
Speaker 3: Right.

350
00:16:40,160 --> 00:16:42,960
Speaker 1: You can have the best marketing plan in the world

351
00:16:43,040 --> 00:16:46,200
Speaker 1: and you lose three straight games. That marketing plan, you know,

352
00:16:46,360 --> 00:16:50,440
Speaker 1: is not you know, as as relevant. So our goal

353
00:16:51,040 --> 00:16:52,640
Speaker 1: in terms of the marketing and the team is really

354
00:16:52,680 --> 00:16:56,680
Speaker 1: two fronts. One the first is how do we build

355
00:16:56,840 --> 00:16:59,680
Speaker 1: as close of a connection between our fans and the

356
00:16:59,680 --> 00:17:03,640
Speaker 1: broader community with the team itself. So that comes to life,

357
00:17:03,680 --> 00:17:07,159
Speaker 1: whether it's you know, how we do player storytelling you

358
00:17:07,200 --> 00:17:10,040
Speaker 1: know on our social media and digital channels, to when

359
00:17:10,119 --> 00:17:12,600
Speaker 1: people come to Mercedes been Stadium, how do you have

360
00:17:13,800 --> 00:17:17,000
Speaker 1: a great fan experience where people feel close to the

361
00:17:17,040 --> 00:17:21,200
Speaker 1: team as possible. Like that's that's the football connection point

362
00:17:21,280 --> 00:17:24,800
Speaker 1: of it. But the other side is how do we

363
00:17:24,880 --> 00:17:29,400
Speaker 1: create engagement openings for people that could be on a

364
00:17:29,440 --> 00:17:33,080
Speaker 1: wide spectrum of their fandom. You know, you have at

365
00:17:33,160 --> 00:17:36,000
Speaker 1: one end your core season take a member literally putting

366
00:17:36,000 --> 00:17:39,760
Speaker 1: a huge financial and time commitment to that. There's ways

367
00:17:39,760 --> 00:17:42,160
Speaker 1: that we engage with that group, but there's other people

368
00:17:42,240 --> 00:17:45,480
Speaker 1: that just view you know, football, whether it's the fashion

369
00:17:45,520 --> 00:17:47,440
Speaker 1: side of it, right, and you know how we think

370
00:17:47,440 --> 00:17:50,879
Speaker 1: about retail and and you know, I know you know

371
00:17:50,960 --> 00:17:53,240
Speaker 1: about this for the last few years, Like we've created

372
00:17:53,760 --> 00:17:57,480
Speaker 1: bespoke lifestyle apparel collection that when you see it is

373
00:17:57,560 --> 00:17:58,080
Speaker 1: not your.

374
00:17:57,960 --> 00:18:00,000
Speaker 3: Standard looking fan gear.

375
00:18:00,160 --> 00:18:02,760
Speaker 1: And we do that because we know how much that

376
00:18:02,800 --> 00:18:06,359
Speaker 1: type of culture and lifestyle resonates with Atlanta. So for

377
00:18:06,480 --> 00:18:09,400
Speaker 1: someone that might be their one entry point that they

378
00:18:09,520 --> 00:18:12,159
Speaker 1: like our Sunday's hoodie. Yeah, but they may not be

379
00:18:12,200 --> 00:18:14,159
Speaker 1: watching us on Sunday. We hope that they are, but

380
00:18:14,240 --> 00:18:17,320
Speaker 1: that may be it, and that's okay too. There's enough

381
00:18:17,320 --> 00:18:20,000
Speaker 1: of entry points for us to find a way to

382
00:18:20,040 --> 00:18:22,880
Speaker 1: connect with different audiences because that is the powerful Lanta,

383
00:18:22,960 --> 00:18:26,000
Speaker 1: which is the diversity of it. So you need to

384
00:18:26,080 --> 00:18:30,840
Speaker 1: create an aperture that has multiple entry points depending where

385
00:18:30,880 --> 00:18:34,440
Speaker 1: people are and their relationship with you.

386
00:18:44,720 --> 00:18:46,320
Speaker 2: What do you think some of the biggest myths are

387
00:18:46,320 --> 00:18:48,639
Speaker 2: when it comes to marketing for the Falcons? That people

388
00:18:48,680 --> 00:18:50,200
Speaker 2: just might not fully understand.

389
00:18:50,800 --> 00:18:56,360
Speaker 1: I think the biggest myth is that, again, when you're

390
00:18:56,440 --> 00:19:01,119
Speaker 1: associated with such a behemoth, I mean, fell you know,

391
00:19:01,320 --> 00:19:05,679
Speaker 1: is the largest sports property in the country, you know,

392
00:19:05,720 --> 00:19:07,800
Speaker 1: by a decent margin. So when you have that type

393
00:19:07,800 --> 00:19:11,000
Speaker 1: of platform, I think there can be this notion of

394
00:19:11,200 --> 00:19:14,720
Speaker 1: are there's unlimited resources, right and you can do you know,

395
00:19:14,760 --> 00:19:17,360
Speaker 1: whatever you want. You know, on the marketing side, which

396
00:19:17,400 --> 00:19:20,399
Speaker 1: is not the case, Like we have a budget, you know,

397
00:19:20,560 --> 00:19:23,520
Speaker 1: just like anybody else, Like we have limited resources in

398
00:19:23,600 --> 00:19:28,359
Speaker 1: terms of whether it's marketing spend, just human you know,

399
00:19:28,440 --> 00:19:32,520
Speaker 1: capital time, all those things, and then plus adding on

400
00:19:32,640 --> 00:19:36,480
Speaker 1: again the realities of how wins and losses can affect that.

401
00:19:36,560 --> 00:19:38,720
Speaker 1: So we have to be very smart in terms of

402
00:19:38,760 --> 00:19:41,480
Speaker 1: our approach because again on one side, when you think Atlanta,

403
00:19:42,960 --> 00:19:46,680
Speaker 1: I can have a formula or an argument that every

404
00:19:46,720 --> 00:19:51,119
Speaker 1: person in Atlanta, the state of Georgia, and even the region,

405
00:19:51,600 --> 00:19:54,120
Speaker 1: there's a pathway for you to being a Falcons fan.

406
00:19:54,720 --> 00:19:58,199
Speaker 1: So because of that, we want to reach everybody, but

407
00:19:58,960 --> 00:20:03,600
Speaker 1: we don't have unlimited resources. So what is that healthy

408
00:20:03,680 --> 00:20:07,760
Speaker 1: balance of trying to create experiences that are personalized, that

409
00:20:07,920 --> 00:20:15,160
Speaker 1: feel intimate, that feel responding to specific insights that segment,

410
00:20:15,920 --> 00:20:19,080
Speaker 1: you know us. But at the same time, how do

411
00:20:19,119 --> 00:20:23,800
Speaker 1: you do that with enough scale right to reach masses?

412
00:20:23,880 --> 00:20:27,159
Speaker 1: Because that's that's the game, right, So that, to me

413
00:20:27,280 --> 00:20:30,879
Speaker 1: is the biggest myth is that you know, even with

414
00:20:31,040 --> 00:20:35,040
Speaker 1: a massive platform like the NFL and the Falcons, you

415
00:20:35,119 --> 00:20:38,400
Speaker 1: still have to be very smart and efficient.

416
00:20:38,000 --> 00:20:38,879
Speaker 3: With your resources.

417
00:20:39,119 --> 00:20:41,560
Speaker 2: Yeah, and also just when it comes to you know,

418
00:20:41,600 --> 00:20:43,920
Speaker 2: reaching people and reaching scale, I'm sure that y'all took

419
00:20:43,960 --> 00:20:47,600
Speaker 2: some lessons from even how Atlanta United launched, right, because again,

420
00:20:47,640 --> 00:20:49,960
Speaker 2: Atlanta's a very even though we say we full you

421
00:20:50,040 --> 00:20:52,119
Speaker 2: know Atlanta, you know, it's a very transient city, so

422
00:20:52,160 --> 00:20:54,240
Speaker 2: you do have a lot of people here that aren't

423
00:20:54,240 --> 00:20:56,840
Speaker 2: from here. So you know, like, look, I went to

424
00:20:56,880 --> 00:20:58,680
Speaker 2: the Steelers game. My mom is a huge Steelers fan,

425
00:20:58,720 --> 00:21:00,399
Speaker 2: and it's always funning me every time I going, like, man,

426
00:21:00,400 --> 00:21:02,920
Speaker 2: where all these Steelers fans coming from? Like they travel

427
00:21:03,080 --> 00:21:05,240
Speaker 2: very well, and I don't know how to get these tickets.

428
00:21:05,920 --> 00:21:07,800
Speaker 2: But you know, when it comes to how you all

429
00:21:07,840 --> 00:21:09,360
Speaker 2: approach market, like what are some of the things y'all

430
00:21:09,400 --> 00:21:12,119
Speaker 2: learn from Atlanta United that actually had the opportunity to

431
00:21:12,240 --> 00:21:14,120
Speaker 2: launch a brand kind of in the city and bring

432
00:21:14,200 --> 00:21:16,960
Speaker 2: people together whereas you know, but the Falcons again, like

433
00:21:16,960 --> 00:21:18,720
Speaker 2: if you're if you're a Falcons fan, is probably because

434
00:21:18,800 --> 00:21:20,520
Speaker 2: like me, like my dad was a Falcons fan. Your

435
00:21:20,600 --> 00:21:22,640
Speaker 2: dad was a Falcons fan, right, Like how did y'all

436
00:21:22,720 --> 00:21:24,280
Speaker 2: balance and learned?

437
00:21:24,480 --> 00:21:26,119
Speaker 1: I'll answer the United question, but I want to go

438
00:21:26,160 --> 00:21:28,080
Speaker 1: back to the Steers thing, because that's that's funny because

439
00:21:28,080 --> 00:21:29,520
Speaker 1: I get asked a lot. You know, how do we

440
00:21:29,600 --> 00:21:33,119
Speaker 1: feel about when imposing fans, you know, coming to your

441
00:21:33,160 --> 00:21:34,200
Speaker 1: stadium and take.

442
00:21:34,080 --> 00:21:37,000
Speaker 3: The steers terrible towels that bother you guys.

443
00:21:37,080 --> 00:21:41,359
Speaker 1: You hear about teams, you know, like GEO blocking ticket

444
00:21:41,400 --> 00:21:45,040
Speaker 1: access and things like that. I think the first the

445
00:21:45,119 --> 00:21:47,520
Speaker 1: reality is if someone wants to get a ticket to anything,

446
00:21:48,119 --> 00:21:51,720
Speaker 1: they can right now. It could be secondary market. They

447
00:21:51,800 --> 00:21:54,119
Speaker 1: may have to pay obviously a search arts tax in

448
00:21:54,200 --> 00:22:00,000
Speaker 1: terms of demand, but there's there's no one gatekeeping access

449
00:22:00,119 --> 00:22:03,440
Speaker 1: us to entertainment, right and so for us, like we

450
00:22:03,560 --> 00:22:05,960
Speaker 1: embrace that. Atlanta to your point, is one of the

451
00:22:06,000 --> 00:22:10,720
Speaker 1: most transient markets in the country. We have the busiest airport,

452
00:22:11,040 --> 00:22:13,679
Speaker 1: you know, in the world. So, and the NFL has

453
00:22:13,720 --> 00:22:16,840
Speaker 1: been around for now one hundred plus years. So the

454
00:22:16,960 --> 00:22:19,879
Speaker 1: notion that we're somehow going to gate keep our market

455
00:22:20,520 --> 00:22:24,520
Speaker 1: and prevent other fans from other teams, whether they're coming

456
00:22:24,560 --> 00:22:26,120
Speaker 1: here just go to the game or they're living here.

457
00:22:26,880 --> 00:22:29,320
Speaker 3: Right, that's just not a reality.

458
00:22:29,480 --> 00:22:32,480
Speaker 1: So we embrace that because we also understand if you win,

459
00:22:33,200 --> 00:22:36,199
Speaker 1: you know, especially consistently more times than not, it's going

460
00:22:36,280 --> 00:22:38,480
Speaker 1: to take care of the balance and act that you

461
00:22:38,600 --> 00:22:40,760
Speaker 1: want in terms of that. But the second piece is

462
00:22:41,320 --> 00:22:44,119
Speaker 1: if you go to a game and there's opposing team fans,

463
00:22:44,600 --> 00:22:48,680
Speaker 1: that adds to the excitement. My dad seats are in

464
00:22:48,760 --> 00:22:51,520
Speaker 1: the section right behind the tunnel where the visiting team

465
00:22:52,080 --> 00:22:54,640
Speaker 1: comes in, and he specifically chose those seats because he likes,

466
00:22:55,240 --> 00:22:58,720
Speaker 1: you know, trash talking with the fans that sit back there.

467
00:22:58,800 --> 00:23:01,240
Speaker 1: So I think that's always a hell the thing, and

468
00:23:01,280 --> 00:23:05,240
Speaker 1: there's no way to stop that. There's different degrees, but

469
00:23:05,320 --> 00:23:07,639
Speaker 1: I think it's a wasted exercise to try to I

470
00:23:07,680 --> 00:23:10,639
Speaker 1: just want to touch on the stewards now to United United.

471
00:23:10,960 --> 00:23:12,840
Speaker 1: I think, you know, when you go into the annals

472
00:23:12,880 --> 00:23:17,000
Speaker 1: of the history books of successful sports launches and just

473
00:23:17,200 --> 00:23:21,480
Speaker 1: unique value propositions, United needs to be in that book

474
00:23:22,960 --> 00:23:25,639
Speaker 1: an incredible start and I think one of the things

475
00:23:25,720 --> 00:23:28,800
Speaker 1: that was most warned from us and those that don't

476
00:23:28,840 --> 00:23:31,680
Speaker 1: know Lanta United Atlanta Falcons have the same are part

477
00:23:31,720 --> 00:23:35,320
Speaker 1: of the same umbrella organization, both owned by Arthur Blank.

478
00:23:35,520 --> 00:23:40,639
Speaker 1: Is that before United even had a team, right, you

479
00:23:40,720 --> 00:23:43,360
Speaker 1: had a name and then a mark came. But there's

480
00:23:43,400 --> 00:23:45,800
Speaker 1: no you know, players on the pitch yet, so it's

481
00:23:45,840 --> 00:23:50,159
Speaker 1: still like ethereal right, it's still just a concept what

482
00:23:50,359 --> 00:23:54,920
Speaker 1: they did in terms of the grassroots side, going bar

483
00:23:55,000 --> 00:23:57,359
Speaker 1: to bar, going to pub to pub, going to festival,

484
00:23:57,359 --> 00:24:01,560
Speaker 1: at a festival, starting these supporters groups right that if

485
00:24:01,600 --> 00:24:03,520
Speaker 1: you've ever been a United match, I mean, it's just

486
00:24:03,600 --> 00:24:07,639
Speaker 1: the energy of those groups is next level. What that

487
00:24:07,880 --> 00:24:11,640
Speaker 1: work did is going back to this notion of public ownership.

488
00:24:12,800 --> 00:24:15,560
Speaker 1: That's where United succeeded, you know so well from the

489
00:24:15,600 --> 00:24:18,200
Speaker 1: beginning is that you know a lot of people didn't

490
00:24:18,400 --> 00:24:23,399
Speaker 1: have a previous soccer club, definitely not an MLS you

491
00:24:23,480 --> 00:24:25,879
Speaker 1: know soccer club, and so there's a sense of like

492
00:24:26,000 --> 00:24:29,800
Speaker 1: this is yours, right, the how United is going to

493
00:24:29,880 --> 00:24:34,399
Speaker 1: grow the fans that community people have an influence you

494
00:24:34,480 --> 00:24:36,880
Speaker 1: know in that, And I think that is just such

495
00:24:37,000 --> 00:24:40,000
Speaker 1: great learning because I think it can be easy for

496
00:24:41,119 --> 00:24:44,480
Speaker 1: again a team like an NFL that will never have

497
00:24:44,520 --> 00:24:50,439
Speaker 1: an awareness issue will never have a mass scale engagement issue.

498
00:24:50,960 --> 00:24:54,440
Speaker 1: But where if you're not careful, where you can lose

499
00:24:54,440 --> 00:24:58,560
Speaker 1: a little bit is the avidity of that connection, that

500
00:24:58,760 --> 00:25:02,080
Speaker 1: that passion of that connection. And I think that's where

501
00:25:03,080 --> 00:25:06,240
Speaker 1: we got a lot of warning from United of it

502
00:25:06,359 --> 00:25:08,639
Speaker 1: wasn't for us about Okay, how do we We're always

503
00:25:08,640 --> 00:25:14,400
Speaker 1: trying to grow fans, but we have enough fans from

504
00:25:14,480 --> 00:25:18,680
Speaker 1: a general sense, how do we increase the passion and

505
00:25:18,760 --> 00:25:19,399
Speaker 1: avidity and.

506
00:25:19,480 --> 00:25:21,879
Speaker 3: Connection of those fans right?

507
00:25:21,920 --> 00:25:24,240
Speaker 1: Like we always do studies on what is the ratio

508
00:25:24,359 --> 00:25:28,280
Speaker 1: of avis versus casuals and things like that. I think

509
00:25:28,480 --> 00:25:33,840
Speaker 1: United just did such a great job of providing such

510
00:25:34,000 --> 00:25:37,960
Speaker 1: a sense of like, this is your team and we

511
00:25:38,080 --> 00:25:41,280
Speaker 1: aren't up here and you're down here, like we're all together.

512
00:25:41,600 --> 00:25:43,199
Speaker 1: And I think it was a good reminder for us

513
00:25:43,920 --> 00:25:47,280
Speaker 1: on the Falcon side of let's make sure that our

514
00:25:47,400 --> 00:25:50,080
Speaker 1: fans feel like that we are. We're here with them

515
00:25:50,400 --> 00:25:53,280
Speaker 1: right not just on Sundays on one o'clock, but you know,

516
00:25:53,400 --> 00:25:56,840
Speaker 1: three sixty five throughout the year. And so we've tried

517
00:25:56,880 --> 00:25:58,960
Speaker 1: to do a lot more of the last several years

518
00:25:59,040 --> 00:26:03,680
Speaker 1: of our presence making sure that our brand feels inviting

519
00:26:04,440 --> 00:26:06,520
Speaker 1: to all different types of people. And then the second

520
00:26:06,840 --> 00:26:09,480
Speaker 1: big warning on the United side, which we already we

521
00:26:09,560 --> 00:26:13,000
Speaker 1: already knew, but just seeing it visually just reinforces it

522
00:26:13,880 --> 00:26:19,200
Speaker 1: is there's no better brand moment for you than inside

523
00:26:19,240 --> 00:26:22,800
Speaker 1: your stadium on game day, right, And that's just the

524
00:26:22,960 --> 00:26:27,160
Speaker 1: game day or match day experience of United was next level.

525
00:26:27,240 --> 00:26:31,000
Speaker 1: I mean, it was globally unique, right, And so there

526
00:26:31,080 --> 00:26:33,199
Speaker 1: was good warnings from us from that on, what are

527
00:26:33,240 --> 00:26:36,280
Speaker 1: some ways that we can continue to invest in the

528
00:26:36,440 --> 00:26:37,400
Speaker 1: game day experience.

529
00:26:38,040 --> 00:26:40,159
Speaker 3: On the falcon side, the NFL has a.

530
00:26:41,840 --> 00:26:46,440
Speaker 1: League wide survey called Voice of the Fan, which surveys

531
00:26:46,520 --> 00:26:52,399
Speaker 1: fans attending stadiums and games across every NFL market, and

532
00:26:52,600 --> 00:26:56,200
Speaker 1: there's surveying them on everything from parking and security to

533
00:26:56,359 --> 00:26:59,719
Speaker 1: endgame entertainment, Wi Fi concessions, everything in between.

534
00:27:00,800 --> 00:27:05,119
Speaker 3: And we over the last several years have.

535
00:27:05,200 --> 00:27:08,760
Speaker 1: Put a real dedicated effort to the on field side

536
00:27:08,880 --> 00:27:11,720
Speaker 1: is going to figure itself out, right, what can we

537
00:27:11,840 --> 00:27:14,320
Speaker 1: do to make sure that we're maximizing the entire in

538
00:27:14,440 --> 00:27:17,879
Speaker 1: game experience? And very proud that, you know, from the

539
00:27:18,000 --> 00:27:20,080
Speaker 1: last few years we've been top five in the NFL.

540
00:27:20,160 --> 00:27:23,399
Speaker 1: We were number one three seasons ago, and this is

541
00:27:23,640 --> 00:27:27,160
Speaker 1: in the backdrop to you know, losing seasons in terms

542
00:27:27,200 --> 00:27:28,840
Speaker 1: of record on the field.

543
00:27:28,920 --> 00:27:30,000
Speaker 3: So we're very proud of that.

544
00:27:31,040 --> 00:27:33,960
Speaker 1: Because that again goes into the same thing that we

545
00:27:34,040 --> 00:27:37,040
Speaker 1: got from United is how do you obsess over that

546
00:27:37,119 --> 00:27:37,920
Speaker 1: statment experience?

547
00:27:38,240 --> 00:27:40,040
Speaker 2: No, it's interesting, especially in the top five, just out

548
00:27:40,080 --> 00:27:41,959
Speaker 2: of curiosity, like what are some of the other fan

549
00:27:42,080 --> 00:27:44,360
Speaker 2: experiences around teams that rank in that top five.

550
00:27:44,440 --> 00:27:44,720
Speaker 3: Yeah, so.

551
00:27:46,400 --> 00:27:50,200
Speaker 1: Over the past couple of years, other top teams Detroit Lions,

552
00:27:51,200 --> 00:27:54,040
Speaker 1: Minnesota Vikings, and I think Detroit is a great example

553
00:27:54,119 --> 00:27:57,959
Speaker 1: of and you know, no multiple people on their business

554
00:27:58,000 --> 00:28:01,080
Speaker 1: side and just so impressed by what they're doing.

555
00:28:02,840 --> 00:28:04,640
Speaker 3: They've had such an amazing success.

556
00:28:04,359 --> 00:28:06,600
Speaker 1: Story over the last few years, right, you know, Detroit,

557
00:28:07,400 --> 00:28:09,520
Speaker 1: you know, kind of had his reputation in terms at

558
00:28:09,600 --> 00:28:13,040
Speaker 1: least on the field side losing franchise. What they've done

559
00:28:13,119 --> 00:28:15,880
Speaker 1: on the field in terms of their you know, team

560
00:28:15,960 --> 00:28:20,840
Speaker 1: success paralleled with this just commitment to the fan experience.

561
00:28:20,960 --> 00:28:23,240
Speaker 1: I think everybody has seen when you watch it Detroit

562
00:28:23,320 --> 00:28:24,360
Speaker 1: Lions game the last.

563
00:28:24,760 --> 00:28:25,480
Speaker 3: Couple of years.

564
00:28:26,040 --> 00:28:29,800
Speaker 1: So for us to still score right at the same

565
00:28:30,640 --> 00:28:33,440
Speaker 1: level as them, I think it's very rewarding, something that

566
00:28:33,520 --> 00:28:37,200
Speaker 1: we're proud of and we don't take for granted, and

567
00:28:37,320 --> 00:28:40,600
Speaker 1: we were very excited and confident in terms of the

568
00:28:40,720 --> 00:28:43,560
Speaker 1: on field side, and when those two things come together,

569
00:28:43,760 --> 00:28:46,320
Speaker 1: that's when you know the magic happens.

570
00:28:46,400 --> 00:28:48,520
Speaker 3: So we're ready for it. Okay.

571
00:28:49,080 --> 00:28:50,880
Speaker 2: Like so again, Atlanta Unit has done a lot of

572
00:28:50,920 --> 00:28:52,760
Speaker 2: great things, but y'all have done some really cool stuff too.

573
00:28:52,800 --> 00:28:54,880
Speaker 2: I mean, you know, you get the Outcasts jersey on,

574
00:28:55,000 --> 00:28:57,760
Speaker 2: I got one too, you know where I go with it.

575
00:28:57,880 --> 00:28:59,400
Speaker 2: I was in DC a couple of weeks ago and

576
00:28:59,440 --> 00:29:00,920
Speaker 2: I had it on the Black One on. The guy

577
00:29:01,040 --> 00:29:01,960
Speaker 2: was like, man, how'd you get that?

578
00:29:02,080 --> 00:29:02,200
Speaker 1: Man?

579
00:29:02,240 --> 00:29:04,160
Speaker 2: That was the one that was sold out. I was like, hey,

580
00:29:04,600 --> 00:29:07,880
Speaker 2: I might know some people. People people love the black one.

581
00:29:07,880 --> 00:29:09,000
Speaker 2: You know, the white got yours?

582
00:29:09,000 --> 00:29:11,000
Speaker 3: Are you going to give them? Give your no?

583
00:29:11,200 --> 00:29:16,640
Speaker 2: No, no, that's a hot combody there where I go.

584
00:29:16,800 --> 00:29:18,960
Speaker 2: Somebody asked me about it. I appromise, Yeah, but like

585
00:29:19,040 --> 00:29:20,640
Speaker 2: would have been some of the you know, your more

586
00:29:20,680 --> 00:29:22,000
Speaker 2: favorite campaigns that you've worked on.

587
00:29:22,360 --> 00:29:25,920
Speaker 1: Yeah, I mean so, I mean the Outcast one for me, Outcasts,

588
00:29:26,040 --> 00:29:29,280
Speaker 1: I mean it's I'm I'm cliche, my favorite group of

589
00:29:29,360 --> 00:29:33,560
Speaker 1: all time. So that type of experience is just incredible

590
00:29:33,640 --> 00:29:36,360
Speaker 1: because it really does make me go back to being,

591
00:29:37,040 --> 00:29:40,240
Speaker 1: you know, a teenager in Atlanta listening to you know,

592
00:29:40,280 --> 00:29:42,680
Speaker 1: their albums. Never would I think I would have an

593
00:29:42,720 --> 00:29:46,920
Speaker 1: opportunity to work with them and then through a connection

594
00:29:47,040 --> 00:29:48,920
Speaker 1: with the I mean, it's just it really kind of

595
00:29:48,960 --> 00:29:52,840
Speaker 1: blows my mind. And and to have that experience this

596
00:29:52,920 --> 00:29:55,240
Speaker 1: past year, I think we sold out three different times,

597
00:29:55,680 --> 00:29:59,360
Speaker 1: like we couldn't replenish fast enough that that was crazy

598
00:30:00,400 --> 00:30:05,760
Speaker 1: my first year, which you've seen and attended, but we

599
00:30:05,920 --> 00:30:10,160
Speaker 1: have basically a city pep rally the Friday night before

600
00:30:10,240 --> 00:30:13,000
Speaker 1: our first home game every year and it's at Atlantic

601
00:30:13,080 --> 00:30:16,320
Speaker 1: Station and it's crazy. I mean, thousands and thousands of

602
00:30:16,360 --> 00:30:20,240
Speaker 1: people there. We always have fun, you know, music talent.

603
00:30:20,400 --> 00:30:20,560
Speaker 3: You know.

604
00:30:20,640 --> 00:30:22,840
Speaker 1: This past year was too chains a year before that

605
00:30:23,280 --> 00:30:25,720
Speaker 1: was ti I think what's really cool about that is

606
00:30:25,760 --> 00:30:27,840
Speaker 1: there's this narrative which I think there's a lot of

607
00:30:28,080 --> 00:30:32,200
Speaker 1: realness to that. I think about Atlanta on Fridays, traffic

608
00:30:32,400 --> 00:30:36,440
Speaker 1: insane after a work week, right, other things obviously high

609
00:30:36,440 --> 00:30:40,160
Speaker 1: school football, Houston going on, and so this notion of

610
00:30:40,600 --> 00:30:43,520
Speaker 1: you're going to have an event that you want to

611
00:30:43,600 --> 00:30:46,680
Speaker 1: try to bring thousands of people back to the city,

612
00:30:46,720 --> 00:30:49,440
Speaker 1: that maybe we're in the city working left, fought the

613
00:30:49,560 --> 00:30:51,880
Speaker 1: traffic up eighty five, so then get them to come back,

614
00:30:52,800 --> 00:30:57,160
Speaker 1: you know, down there there was a question that, but

615
00:30:57,320 --> 00:31:02,280
Speaker 1: we just felt that our fan want to engage, like

616
00:31:02,360 --> 00:31:04,200
Speaker 1: they want to party, they want to have fun that's

617
00:31:04,240 --> 00:31:06,560
Speaker 1: authentic to the culture of land, authentic to the culture

618
00:31:06,600 --> 00:31:09,720
Speaker 1: of us from our falcon. So let's provide that platform.

619
00:31:10,440 --> 00:31:12,960
Speaker 1: And so the first year we did this kind of

620
00:31:13,040 --> 00:31:16,440
Speaker 1: new iteration of that was in twenty eighteen, my first year.

621
00:31:16,560 --> 00:31:18,600
Speaker 1: And you know, you never know how to turn out

622
00:31:18,640 --> 00:31:21,320
Speaker 1: anyone's throwing a party. That's always the biggest anxiety what

623
00:31:21,440 --> 00:31:25,320
Speaker 1: people show up. When we were setting up, i mean

624
00:31:25,440 --> 00:31:28,920
Speaker 1: hours before it started, fans were already there, kind of

625
00:31:29,000 --> 00:31:32,480
Speaker 1: getting their positions in place, and kind of what that

626
00:31:32,640 --> 00:31:37,160
Speaker 1: event has become has been an amazing experience and really

627
00:31:37,240 --> 00:31:39,440
Speaker 1: kind of showed that it could be Friday evening traffic,

628
00:31:39,520 --> 00:31:43,560
Speaker 1: all the things, but if it's something that connects culturally,

629
00:31:43,640 --> 00:31:46,200
Speaker 1: connects authentically, it can still succeed.

630
00:31:46,360 --> 00:31:48,360
Speaker 3: That was a super rewarding one.

631
00:31:48,440 --> 00:31:51,040
Speaker 1: But even you know, there's so many different whether it's

632
00:31:51,040 --> 00:31:53,680
Speaker 1: influencer stuff we can talk about or grassroots, but even

633
00:31:53,760 --> 00:31:57,400
Speaker 1: just on the business side. Very proud things this past season,

634
00:31:58,760 --> 00:32:03,680
Speaker 1: we had our highest ticket sale ever in Mercedesan Stadium history.

635
00:32:04,560 --> 00:32:08,200
Speaker 1: And again that means a lot because you know, we

636
00:32:08,280 --> 00:32:11,840
Speaker 1: weren't coming off of multiple playoff winning seasons and things

637
00:32:11,920 --> 00:32:16,479
Speaker 1: like that. But it just showed that our fans are excited, right,

638
00:32:16,600 --> 00:32:20,720
Speaker 1: and and fans that they just want a reason to believe,

639
00:32:20,800 --> 00:32:23,440
Speaker 1: a reason to have hope. And I think we did

640
00:32:23,560 --> 00:32:28,440
Speaker 1: a really good job in the last offseason. You know,

641
00:32:28,760 --> 00:32:34,440
Speaker 1: new coaching Raheem coming in and just people people could

642
00:32:34,480 --> 00:32:37,160
Speaker 1: feel the energy off of him. You know, we were

643
00:32:37,240 --> 00:32:40,480
Speaker 1: able to put on our social channels. His first team

644
00:32:40,560 --> 00:32:44,160
Speaker 1: meeting with the team like that went crazy viral, and

645
00:32:44,320 --> 00:32:48,920
Speaker 1: so those types of building blocks. Last offseason, there was

646
00:32:48,960 --> 00:32:52,360
Speaker 1: a fever pitch that really kind of went up with it.

647
00:32:52,600 --> 00:32:55,240
Speaker 1: And so I think that's what's so rewarding about the

648
00:32:55,680 --> 00:32:57,959
Speaker 1: space that I'm in and feel so fortunate, is one

649
00:32:58,000 --> 00:33:01,880
Speaker 1: you work with amazing people, but you're able to do

650
00:33:02,080 --> 00:33:06,280
Speaker 1: both brand stuff and business stuff, right. I think that's

651
00:33:06,360 --> 00:33:09,080
Speaker 1: the other I think maybe go back to the question

652
00:33:09,160 --> 00:33:13,160
Speaker 1: of the myth a little bit. Is at a place

653
00:33:13,240 --> 00:33:17,200
Speaker 1: like Nike that I used to work, Nike's known like, oh,

654
00:33:17,320 --> 00:33:19,640
Speaker 1: that was like the dopest commercial of all time, right,

655
00:33:20,400 --> 00:33:24,640
Speaker 1: but there's so much more to the marketing mix of

656
00:33:24,800 --> 00:33:27,800
Speaker 1: what a place like Nike is doing because they are

657
00:33:27,960 --> 00:33:30,320
Speaker 1: trying to connect culturally and lift the brand.

658
00:33:31,200 --> 00:33:32,920
Speaker 3: But if they are delivering.

659
00:33:32,520 --> 00:33:35,880
Speaker 1: Business results too, then I mean there's you know, there's

660
00:33:35,920 --> 00:33:38,719
Speaker 1: a stock ticker, you know, NK that they are they

661
00:33:38,760 --> 00:33:41,560
Speaker 1: are attracking and and why obviously we're not a public company,

662
00:33:41,560 --> 00:33:44,040
Speaker 1: it's still the same sense. And I think that's what's

663
00:33:44,120 --> 00:33:47,600
Speaker 1: really enjoyable about this role and with this team, is

664
00:33:48,000 --> 00:33:51,160
Speaker 1: we're trying to drive brand, We're trying to drive cultural connection,

665
00:33:52,000 --> 00:33:55,560
Speaker 1: but in a way that is delivering business objectives. And

666
00:33:55,640 --> 00:33:58,040
Speaker 1: I think that's something that you know, when I'm speaking

667
00:33:58,120 --> 00:34:01,040
Speaker 1: to people that are aspiring to be in the creative space,

668
00:34:01,200 --> 00:34:03,800
Speaker 1: being in the marketing space all these things is is

669
00:34:04,280 --> 00:34:07,760
Speaker 1: if you just want to be in the space just

670
00:34:07,840 --> 00:34:10,040
Speaker 1: for the sense of I just want to be a creative, right,

671
00:34:10,640 --> 00:34:14,919
Speaker 1: that's fine, but you're gonna have a ceiling in terms

672
00:34:14,960 --> 00:34:19,239
Speaker 1: of your advancement in this world. Because the new age

673
00:34:19,400 --> 00:34:24,799
Speaker 1: creative that understands how to basically translate their art into

674
00:34:24,920 --> 00:34:28,960
Speaker 1: business outcomes, that's the formula for growth and success. And

675
00:34:29,000 --> 00:34:31,360
Speaker 1: I think that's what's real rewarding about kind of what

676
00:34:31,440 --> 00:34:44,439
Speaker 1: we're doing, Let's be honest.

677
00:34:44,440 --> 00:34:46,880
Speaker 2: I think too that. Yeah, last season when everything started

678
00:34:46,920 --> 00:34:49,040
Speaker 2: kicking off, the new coach coming in, just to changes

679
00:34:49,080 --> 00:34:51,320
Speaker 2: on the team, I don't know, I definitely felt like

680
00:34:51,600 --> 00:34:54,200
Speaker 2: the team was starting to really reconnect with the city

681
00:34:54,239 --> 00:34:55,920
Speaker 2: in some different kind of ways and people were getting

682
00:34:55,920 --> 00:34:59,680
Speaker 2: really excited about it. You know, now again we're getting ready.

683
00:34:59,680 --> 00:35:01,720
Speaker 2: We'll know this season's not has ended and we're getting

684
00:35:01,719 --> 00:35:03,360
Speaker 2: ready for a new season coming up. But you know,

685
00:35:03,480 --> 00:35:07,160
Speaker 2: we got a black quarterback again, left handed black quarterback

686
00:35:07,200 --> 00:35:09,000
Speaker 2: at that again. It just feels like there are really

687
00:35:09,160 --> 00:35:12,920
Speaker 2: some big opportunities to really get fans super excited and

688
00:35:13,400 --> 00:35:15,600
Speaker 2: really engaged for the season. Just you know, when you

689
00:35:15,640 --> 00:35:17,640
Speaker 2: put on your Harvard NBA had for a second, they

690
00:35:17,680 --> 00:35:19,160
Speaker 2: go to Harvard Business School, Just like, how do you

691
00:35:19,239 --> 00:35:21,440
Speaker 2: even look at coming up with these ideas to make

692
00:35:21,520 --> 00:35:23,520
Speaker 2: sure they hit on all the right points that they

693
00:35:23,520 --> 00:35:24,800
Speaker 2: actually do resonate with your audience.

694
00:35:24,800 --> 00:35:29,120
Speaker 1: Well, I think for us, the first is, and it

695
00:35:29,280 --> 00:35:33,279
Speaker 1: took commitment to get to this point, is what are

696
00:35:33,280 --> 00:35:34,720
Speaker 1: our driving goals?

697
00:35:35,280 --> 00:35:39,879
Speaker 3: Right that you shouldn't year to year be changing those.

698
00:35:39,960 --> 00:35:43,320
Speaker 1: Obviously you look at them and you adjust and things evolve,

699
00:35:43,640 --> 00:35:49,719
Speaker 1: but from a general sense, we have marketing objectives that

700
00:35:49,880 --> 00:35:53,719
Speaker 1: have multi year horizons, right, Like one of those is

701
00:35:54,120 --> 00:35:59,120
Speaker 1: literally maximize the stadium experience, like that shouldn't change from

702
00:35:59,280 --> 00:36:02,320
Speaker 1: twenty twenty five forward to twenty twenty five. That should

703
00:36:02,320 --> 00:36:05,680
Speaker 1: be the same thing. Another one is a youth focus

704
00:36:05,800 --> 00:36:10,239
Speaker 1: for us, and at a certain point we said, oh,

705
00:36:10,560 --> 00:36:13,399
Speaker 1: increase youth presence, like what is youth?

706
00:36:13,680 --> 00:36:13,799
Speaker 3: Right?

707
00:36:14,440 --> 00:36:18,120
Speaker 1: People still sometimes have slides that have millennials as like

708
00:36:18,200 --> 00:36:21,680
Speaker 1: the youngest millennial is now approaching thirty, like they're not

709
00:36:22,480 --> 00:36:23,200
Speaker 1: a kid anymore.

710
00:36:23,320 --> 00:36:24,720
Speaker 3: So we were very specific.

711
00:36:24,760 --> 00:36:27,400
Speaker 1: It's like we are trying to target gen Z and

712
00:36:27,520 --> 00:36:30,879
Speaker 1: even within gen Z there's multiple segments with that. I mean,

713
00:36:31,040 --> 00:36:34,400
Speaker 1: the oldest gen Z now is mid twenties, established adult,

714
00:36:34,560 --> 00:36:36,800
Speaker 1: you know, starting their career. Where the younger side of

715
00:36:36,840 --> 00:36:39,400
Speaker 1: gen Z is you know, high school still kind of

716
00:36:39,520 --> 00:36:41,040
Speaker 1: I mean, and when you think of it, those are

717
00:36:41,040 --> 00:36:46,160
Speaker 1: two different parts of your life, right. And so to

718
00:36:47,280 --> 00:36:49,440
Speaker 1: kind of wrap a bow to answer your question is

719
00:36:49,760 --> 00:36:53,560
Speaker 1: is the biggest thing is why are we doing what

720
00:36:53,600 --> 00:36:57,040
Speaker 1: we're doing right? Yes, there's things that can look cool

721
00:36:57,160 --> 00:37:00,759
Speaker 1: or it can look trendy, but the in service of

722
00:37:00,840 --> 00:37:04,360
Speaker 1: what and I think that is making sure does it

723
00:37:04,480 --> 00:37:10,000
Speaker 1: come back to the aligned objectives that we're trying to reach. Now,

724
00:37:10,200 --> 00:37:13,840
Speaker 1: that doesn't mean that you're rote and rigid in your plans.

725
00:37:13,920 --> 00:37:19,600
Speaker 1: You obviously have to have flexibility. One to be opportunistic for,

726
00:37:20,320 --> 00:37:22,600
Speaker 1: you know, things that are going to show themselves. The

727
00:37:22,719 --> 00:37:25,360
Speaker 1: second is again going back to like, our product is

728
00:37:26,239 --> 00:37:29,560
Speaker 1: the ultimate reality show, right, So you can't just say, Okay,

729
00:37:29,600 --> 00:37:32,480
Speaker 1: it's just this the season wins loss of state. You know,

730
00:37:32,640 --> 00:37:35,759
Speaker 1: you have to be valuable with that, but you do

731
00:37:35,960 --> 00:37:38,120
Speaker 1: have to have a course set of principles of what

732
00:37:38,239 --> 00:37:41,960
Speaker 1: we're trying to do. And once you have that, then

733
00:37:42,000 --> 00:37:44,360
Speaker 1: it's a litmus test. If it's an opportunity that comes,

734
00:37:44,960 --> 00:37:48,520
Speaker 1: is it in service of one, two, or multiple of those?

735
00:37:48,600 --> 00:37:50,520
Speaker 1: And if it's not, then you really have to ask

736
00:37:50,560 --> 00:37:52,800
Speaker 1: yourself why are we spending Again going back to I

737
00:37:52,840 --> 00:37:55,480
Speaker 1: said earlier, when you have limited resources, why are you

738
00:37:55,560 --> 00:37:59,520
Speaker 1: spending energy on that? I think we have done a

739
00:37:59,520 --> 00:38:03,120
Speaker 1: great job becoming more disciplined of the way that we're

740
00:38:03,120 --> 00:38:06,879
Speaker 1: going to have success. Is not one initiative to try

741
00:38:06,960 --> 00:38:11,160
Speaker 1: to solve one objective over here, another initiative to try

742
00:38:11,160 --> 00:38:14,920
Speaker 1: to solve another objective over here. Everything is building blocks,

743
00:38:15,480 --> 00:38:19,840
Speaker 1: right and the more consistency that you can have the

744
00:38:19,960 --> 00:38:22,799
Speaker 1: same analogy of you know, those building blocks, that gets

745
00:38:22,840 --> 00:38:28,440
Speaker 1: you further to resonance with these objectives. You're not overnight

746
00:38:28,560 --> 00:38:30,759
Speaker 1: going to have the best stadium experience ever. You're not

747
00:38:30,880 --> 00:38:32,800
Speaker 1: overnight in the son of let me say we have

748
00:38:32,840 --> 00:38:36,879
Speaker 1: one hundred percent resonance with the gen Z audience. Those

749
00:38:36,960 --> 00:38:40,480
Speaker 1: things take time, inconsistency, and I think that's the biggest

750
00:38:40,560 --> 00:38:44,200
Speaker 1: key in evaluating plans is do they connect to the

751
00:38:44,320 --> 00:38:47,520
Speaker 1: large objectives that we have and so great, Now let's

752
00:38:47,520 --> 00:38:50,160
Speaker 1: figure out how to maximize those opportunities.

753
00:38:50,160 --> 00:38:52,839
Speaker 3: But they don't. We don't need to be spending time

754
00:38:52,920 --> 00:38:53,160
Speaker 3: on them.

755
00:38:53,360 --> 00:38:56,680
Speaker 2: Yeah, Now the NFL Draft has happened. You know again,

756
00:38:56,880 --> 00:38:59,200
Speaker 2: I think the Falcons had an amazing first round bringing

757
00:38:59,239 --> 00:39:02,719
Speaker 2: into Georgia Ble Javon Walker. We got some defense coming in,

758
00:39:02,920 --> 00:39:05,560
Speaker 2: but just in general, so can that myth also? Yeah,

759
00:39:05,680 --> 00:39:08,759
Speaker 2: died too, that myth has a Look. I was like,

760
00:39:08,800 --> 00:39:10,960
Speaker 2: if we get another offensive tackle or something here, I'm

761
00:39:11,000 --> 00:39:13,279
Speaker 2: a screen, But I really do I know you made

762
00:39:13,320 --> 00:39:15,680
Speaker 2: the call, you know, I know you made the call

763
00:39:15,760 --> 00:39:17,360
Speaker 2: on that. When it's cool, you know we're not gonna

764
00:39:17,400 --> 00:39:19,480
Speaker 2: get But the real question that was mean like.

765
00:39:19,480 --> 00:39:22,440
Speaker 1: Just the funny thing on that is, I mean I

766
00:39:22,600 --> 00:39:25,759
Speaker 1: do look similar as our general manager, and I've had

767
00:39:25,840 --> 00:39:29,799
Speaker 1: some funny situations where fans where they think I'm Terry,

768
00:39:29,960 --> 00:39:32,360
Speaker 1: so you know, maybe I'm his body double.

769
00:39:32,440 --> 00:39:35,480
Speaker 2: You know, But like, what does what does NFL Draft

770
00:39:36,120 --> 00:39:38,440
Speaker 2: weekend in general or NFL Draft week look.

771
00:39:38,400 --> 00:39:40,080
Speaker 3: Like for you and your role? Yeah, it's a.

772
00:39:40,239 --> 00:39:43,600
Speaker 1: It's a It's one of our biggest organizational moments. And

773
00:39:44,480 --> 00:39:48,880
Speaker 1: there's really, I would say three aspects of a triangle

774
00:39:49,160 --> 00:39:51,480
Speaker 1: where that really kind of comes to life. So the

775
00:39:51,560 --> 00:39:54,320
Speaker 1: first is we have a huge season ticket member of

776
00:39:54,440 --> 00:39:59,640
Speaker 1: draft party at the stadium. Several thousand season taking members

777
00:40:00,440 --> 00:40:03,080
Speaker 1: come in to that, and I think that in itself

778
00:40:03,239 --> 00:40:05,800
Speaker 1: is a good kind of peek on your hood to

779
00:40:05,880 --> 00:40:09,239
Speaker 1: this question that we sometimes that we have to keep evaluating.

780
00:40:09,440 --> 00:40:12,200
Speaker 1: Again in this service of all, you get asked, well,

781
00:40:12,680 --> 00:40:15,080
Speaker 1: you know, why isn't that traft party open to the

782
00:40:15,280 --> 00:40:23,200
Speaker 1: entire public? Right, we understand that a season ticket member membership, again,

783
00:40:23,480 --> 00:40:28,200
Speaker 1: is it a sizeable cost investment time investment? And we

784
00:40:28,360 --> 00:40:30,839
Speaker 1: understand that, you know, we're in this space where whether

785
00:40:30,880 --> 00:40:34,479
Speaker 1: it's you know the eight NS Brandon Butler, Samsung TV,

786
00:40:34,840 --> 00:40:37,640
Speaker 1: you know, eight k you know that's on your living

787
00:40:37,880 --> 00:40:41,319
Speaker 1: room wall, or you know, going to the secondary market

788
00:40:41,320 --> 00:40:43,520
Speaker 1: and say, you know, I'll just go to a step

789
00:40:43,600 --> 00:40:46,439
Speaker 1: hub or a ticketmaster and buy a couple of games,

790
00:40:46,480 --> 00:40:51,360
Speaker 1: And those are entry points to consume our product. And

791
00:40:51,480 --> 00:40:53,239
Speaker 1: so we want to continue to maintain as much of

792
00:40:53,280 --> 00:40:57,320
Speaker 1: a distinctive value proposition for our season ticket members beyond

793
00:40:57,480 --> 00:41:00,560
Speaker 1: just the transaction of you give us money, we give

794
00:41:00,600 --> 00:41:03,399
Speaker 1: you tickets to games. Their relationship has to be much

795
00:41:03,480 --> 00:41:06,600
Speaker 1: larger than that. So that lends itself to something like

796
00:41:07,000 --> 00:41:10,800
Speaker 1: a draft party that we want to maintain exclusivity for

797
00:41:10,840 --> 00:41:14,000
Speaker 1: our season ticket members to continue to you know, round

798
00:41:14,040 --> 00:41:16,960
Speaker 1: out that value proposition. But we then make sure that

799
00:41:17,080 --> 00:41:21,560
Speaker 1: we have several other draft engagement moments for the broader

800
00:41:21,640 --> 00:41:25,279
Speaker 1: fan base too, because it's not an ores, it's a

801
00:41:25,400 --> 00:41:27,880
Speaker 1: yes and right. So that's the space that I written.

802
00:41:27,920 --> 00:41:31,560
Speaker 1: So we have that at the stadium, then at the

803
00:41:31,680 --> 00:41:35,239
Speaker 1: actual draft site. So you know, this draft, you know,

804
00:41:35,400 --> 00:41:38,360
Speaker 1: was in Green Bay, and we sent a group of

805
00:41:38,440 --> 00:41:42,279
Speaker 1: fans out there on site literally and are part of

806
00:41:42,360 --> 00:41:45,120
Speaker 1: that on a you know seen means. Just the site

807
00:41:45,239 --> 00:41:48,120
Speaker 1: of the thousands of fans outside of Lambeau was just

808
00:41:48,200 --> 00:41:52,200
Speaker 1: incredible to see. So we have programming there and then

809
00:41:52,680 --> 00:41:57,480
Speaker 1: is the actual you know, at our player facility. You

810
00:41:57,560 --> 00:41:59,560
Speaker 1: know when you hear turns such as the war room

811
00:41:59,600 --> 00:42:02,440
Speaker 1: and you see that you know camera angle of our

812
00:42:03,000 --> 00:42:07,560
Speaker 1: coaches and general manager and ownership. That that's the other piece, right,

813
00:42:08,120 --> 00:42:12,880
Speaker 1: But what people don't see in that is that is

814
00:42:12,960 --> 00:42:15,840
Speaker 1: the actual you know drafting of the players. But we

815
00:42:15,920 --> 00:42:19,359
Speaker 1: have a whole engine around that that supports I mean,

816
00:42:19,920 --> 00:42:22,480
Speaker 1: when that name is called in the podium, we have

817
00:42:22,560 --> 00:42:25,400
Speaker 1: a post up seconds later, right. So we have an

818
00:42:25,440 --> 00:42:31,160
Speaker 1: incredible digital team and creative team, editorial team that is

819
00:42:31,400 --> 00:42:36,239
Speaker 1: creating all this content to support the announcement. After the

820
00:42:36,360 --> 00:42:39,200
Speaker 1: draft you know ends that first round ends what close

821
00:42:39,239 --> 00:42:42,640
Speaker 1: to midnight, then our general manager and our head coach

822
00:42:42,680 --> 00:42:45,240
Speaker 1: at a press conference and there's a huge, huge media

823
00:42:45,320 --> 00:42:48,359
Speaker 1: component to that. And you know, media is such an

824
00:42:48,400 --> 00:42:51,800
Speaker 1: extension of our brand. But what's also really cool is

825
00:42:52,120 --> 00:42:56,400
Speaker 1: we a couple of years ago joined the NFL's international

826
00:42:56,520 --> 00:42:59,480
Speaker 1: marketing program and we have international marketing rights in Germany.

827
00:43:00,200 --> 00:43:04,239
Speaker 1: And this past draft we had a remote pick of

828
00:43:04,400 --> 00:43:09,600
Speaker 1: someone in Berlin. A contra Que, a very popular German rapper,

829
00:43:09,680 --> 00:43:14,239
Speaker 1: announced one of our draft picks live from Germany on

830
00:43:14,360 --> 00:43:17,000
Speaker 1: the Saturday of the draft. So the draft for us

831
00:43:17,080 --> 00:43:20,439
Speaker 1: is a multi fasten It is a all hands on deck,

832
00:43:21,239 --> 00:43:26,680
Speaker 1: you know, multi day execution, but obviously on the football side,

833
00:43:27,680 --> 00:43:31,440
Speaker 1: several several months leading into that process and on the

834
00:43:31,520 --> 00:43:35,279
Speaker 1: business side several weeks in terms of leading into the

835
00:43:35,440 --> 00:43:39,640
Speaker 1: programming of everything related to draft. And it really is

836
00:43:39,719 --> 00:43:44,319
Speaker 1: cool because the draft is almost that symbolic. We really

837
00:43:44,400 --> 00:43:46,919
Speaker 1: are into that new season. You had free agency, which

838
00:43:46,960 --> 00:43:49,359
Speaker 1: had been you know, a few weeks before you now

839
00:43:49,480 --> 00:43:52,239
Speaker 1: the draft, and you know we'll continue to you know,

840
00:43:52,360 --> 00:43:55,960
Speaker 1: add players and the roster changes, but kind of the

841
00:43:56,040 --> 00:43:58,360
Speaker 1: core of it now kind of leads into you know,

842
00:43:58,520 --> 00:44:01,560
Speaker 1: mini camp and training camping off you you go. So

843
00:44:01,640 --> 00:44:04,080
Speaker 1: the draft is a lot of such a fun, symbolic

844
00:44:04,480 --> 00:44:06,400
Speaker 1: moment and that's where you really feel the energy of

845
00:44:06,440 --> 00:44:08,359
Speaker 1: the fans kind of come to life. And to see

846
00:44:08,440 --> 00:44:12,080
Speaker 1: their responses on social and radio show callings after this

847
00:44:12,239 --> 00:44:14,520
Speaker 1: pass draft was really cool to see.

848
00:44:14,840 --> 00:44:16,960
Speaker 2: Yeah, man, now you know, y'all do a lot of

849
00:44:17,000 --> 00:44:18,960
Speaker 2: stuff obviously with the culture, a lot of stuff with

850
00:44:19,120 --> 00:44:21,359
Speaker 2: you know, music and hip hop is a big part

851
00:44:21,400 --> 00:44:24,800
Speaker 2: of Falcons games. Love seeing past Detroit at all the games,

852
00:44:24,960 --> 00:44:27,360
Speaker 2: just all just different elements. But something you've kind of

853
00:44:27,360 --> 00:44:30,000
Speaker 2: said before is that a lot of that obviously is

854
00:44:30,040 --> 00:44:31,920
Speaker 2: tied into the culture of Atlanta and what you being

855
00:44:32,040 --> 00:44:33,480
Speaker 2: from here. You see a lot of things, but you

856
00:44:33,560 --> 00:44:35,200
Speaker 2: also got to make sure like that doesn't become a

857
00:44:35,239 --> 00:44:37,279
Speaker 2: weakness or a blind spot for you. Yep, Like how

858
00:44:37,320 --> 00:44:38,279
Speaker 2: do you kind of balance that?

859
00:44:38,719 --> 00:44:42,359
Speaker 1: Yeah, So I think the and I think Atlanta hip

860
00:44:42,360 --> 00:44:49,320
Speaker 1: Hop is a great macro analogy to my own garda

861
00:44:49,440 --> 00:44:53,920
Speaker 1: against blind spots. Personally, you know, the fifty Years of

862
00:44:54,000 --> 00:44:56,600
Speaker 1: Hip Hop game that we did two seasons ago, we

863
00:44:56,680 --> 00:44:58,799
Speaker 1: were the only city that could have done that at

864
00:44:58,840 --> 00:45:02,160
Speaker 1: that scale, right, I mean, and shout out to so

865
00:45:02,200 --> 00:45:04,279
Speaker 1: many people that give a shout out to Tamika rich

866
00:45:04,360 --> 00:45:04,839
Speaker 1: on our team.

867
00:45:04,880 --> 00:45:06,520
Speaker 3: You know Tamika she really.

868
00:45:06,440 --> 00:45:08,319
Speaker 1: Kind of spearheaded that and so many of us kind

869
00:45:08,320 --> 00:45:11,000
Speaker 1: of joined in and followed, you know, her lead. But

870
00:45:11,080 --> 00:45:19,160
Speaker 1: I mean we had hundreds of Atlanta musicians, producers, associated talent.

871
00:45:19,400 --> 00:45:22,400
Speaker 1: I mean the in game experience of that you have ludicrous,

872
00:45:23,120 --> 00:45:25,919
Speaker 1: you know, propelling from the you know, from the roof

873
00:45:26,000 --> 00:45:28,120
Speaker 1: and all the other musical acts. Having so many people

874
00:45:28,200 --> 00:45:31,239
Speaker 1: out that was unique to Atlanta. That really was representative

875
00:45:31,320 --> 00:45:35,000
Speaker 1: of when people say, influencer marketing for us, that's what

876
00:45:35,080 --> 00:45:36,000
Speaker 1: the beginning of that was.

877
00:45:36,520 --> 00:45:37,240
Speaker 3: For the Falcons.

878
00:45:37,360 --> 00:45:40,520
Speaker 1: You go back to Dion, you know, writing an MC hammer,

879
00:45:40,719 --> 00:45:43,360
Speaker 1: you know, on the sidelines of the early ninety theres

880
00:45:43,480 --> 00:45:46,440
Speaker 1: has always been such an authentic connection between the Falcons

881
00:45:47,280 --> 00:45:50,080
Speaker 1: and the Atlanta hip hop scene because that is authentic

882
00:45:50,200 --> 00:45:55,480
Speaker 1: to Atlanta culture. But as the city has grown and progressed,

883
00:45:55,960 --> 00:45:59,279
Speaker 1: you know, you walk into a room and raise your

884
00:45:59,320 --> 00:46:03,120
Speaker 1: hand if you're from Atlanta, it's way less people that

885
00:46:03,160 --> 00:46:05,680
Speaker 1: are raising their hand, Like I'm the minority when I

886
00:46:05,800 --> 00:46:07,920
Speaker 1: go into a room, you know, in that space. And

887
00:46:08,000 --> 00:46:11,480
Speaker 1: so because of that, I think us as organizationally and

888
00:46:11,640 --> 00:46:14,239
Speaker 1: even me personally, we have to be careful of the

889
00:46:14,280 --> 00:46:17,920
Speaker 1: blind spot that you know, the hip hop connection scene

890
00:46:18,080 --> 00:46:20,719
Speaker 1: is will always be authentic us. We're always invest in that.

891
00:46:21,239 --> 00:46:24,600
Speaker 1: But the way Atlanta has evolved from a creative space

892
00:46:24,640 --> 00:46:30,359
Speaker 1: from an influencer space, that there's other entry points as well,

893
00:46:30,400 --> 00:46:32,320
Speaker 1: and it's really important for us to invest in that.

894
00:46:32,680 --> 00:46:39,560
Speaker 1: We this past season really made our first truly significant

895
00:46:40,040 --> 00:46:45,040
Speaker 1: time resource investment into building partnerships with the micro influencer space,

896
00:46:45,160 --> 00:46:50,480
Speaker 1: the content creator space, and you know, the opportunities that

897
00:46:50,520 --> 00:46:52,720
Speaker 1: we were able to do this year of providing access

898
00:46:52,800 --> 00:46:55,680
Speaker 1: for these content creators to then do their thing right.

899
00:46:55,880 --> 00:46:59,560
Speaker 1: It isn't about fitting in our space and just in

900
00:46:59,600 --> 00:47:02,880
Speaker 1: our chain, but we want you to take our brand,

901
00:47:03,719 --> 00:47:05,840
Speaker 1: make it valuable to what works with your brand, and

902
00:47:06,000 --> 00:47:10,400
Speaker 1: then broadcast that in your channels because it's connecting with

903
00:47:10,520 --> 00:47:15,200
Speaker 1: audiences that we were unable to connect with before. And

904
00:47:15,280 --> 00:47:17,560
Speaker 1: I think that is when we think about, you know,

905
00:47:17,680 --> 00:47:22,239
Speaker 1: influencer marketing, it is a multi tiered approach that really

906
00:47:22,400 --> 00:47:26,800
Speaker 1: reflects how I think about, you know, myself personally. But

907
00:47:26,880 --> 00:47:30,600
Speaker 1: then broader from a falcon side is that we have

908
00:47:30,719 --> 00:47:33,839
Speaker 1: to again have these engagement touch points with all these

909
00:47:33,920 --> 00:47:37,160
Speaker 1: different types you know, of audiences. And I think that's

910
00:47:37,200 --> 00:47:39,640
Speaker 1: what's cool. How we think about now the influencer space

911
00:47:39,800 --> 00:47:42,440
Speaker 1: is again you're you're gonna We'll always gonna have these

912
00:47:42,480 --> 00:47:46,880
Speaker 1: core blocks the Atlanta music scene. But now, I mean

913
00:47:46,920 --> 00:47:49,080
Speaker 1: ten years ago, fifteen years ago, there wasn't Hollywood to

914
00:47:49,080 --> 00:47:52,360
Speaker 1: the South right now I mean the amount of I

915
00:47:52,440 --> 00:47:56,520
Speaker 1: mean things that you already know. But so we had

916
00:47:56,600 --> 00:47:59,080
Speaker 1: to be more intentional because we didn't have the established

917
00:47:59,080 --> 00:48:03,080
Speaker 1: relationships in the film and content production space that we

918
00:48:03,200 --> 00:48:06,200
Speaker 1: had on the music space. So we want to invest

919
00:48:06,280 --> 00:48:08,000
Speaker 1: in that, and we've been able to see you this

920
00:48:08,160 --> 00:48:11,520
Speaker 1: past year. The biggest game theme activation that we had

921
00:48:11,600 --> 00:48:14,040
Speaker 1: this year two years ago was fifty years of Hip Hop.

922
00:48:14,520 --> 00:48:17,960
Speaker 1: This past season was Ato would right and really celebrating

923
00:48:18,680 --> 00:48:22,280
Speaker 1: the legacy, the present in the future of the film

924
00:48:22,400 --> 00:48:25,800
Speaker 1: and television and content production space here in Atlanta. But

925
00:48:25,880 --> 00:48:29,920
Speaker 1: that took an intentionality in us to invest in that,

926
00:48:30,080 --> 00:48:33,560
Speaker 1: and I think that is I think that content creation

927
00:48:33,719 --> 00:48:39,600
Speaker 1: influencer marketing conversation is reflective of the more fundamental conversation

928
00:48:40,000 --> 00:48:42,279
Speaker 1: in the balancing act for us is how do you

929
00:48:42,520 --> 00:48:46,400
Speaker 1: preserve and celebrate Old Atlanta but also recognize and make

930
00:48:46,440 --> 00:48:49,360
Speaker 1: sure that you have the wide invitation to New Atlanta.

931
00:48:49,920 --> 00:48:50,080
Speaker 3: Right?

932
00:48:50,280 --> 00:48:53,680
Speaker 1: And I'm from here, born arraised in Atlanta, went to

933
00:48:53,719 --> 00:48:57,640
Speaker 1: college in Atlanta. Falcons fan forever, But I have no

934
00:48:57,880 --> 00:49:02,480
Speaker 1: more ownership equid in the city than the person who

935
00:49:03,200 --> 00:49:06,080
Speaker 1: got here yesterday. Yeah, like we're both We're both here.

936
00:49:06,640 --> 00:49:09,520
Speaker 1: The city belongs to both of us, and so it's

937
00:49:09,520 --> 00:49:12,160
Speaker 1: important for us again, if we're a brand that wants

938
00:49:12,200 --> 00:49:15,279
Speaker 1: to constantly say Atlanta as a part of our brand name,

939
00:49:16,080 --> 00:49:18,680
Speaker 1: making sure that we're connecting with all different groups, whether

940
00:49:18,760 --> 00:49:21,080
Speaker 1: it's old new, it's important.

941
00:49:21,160 --> 00:49:22,399
Speaker 3: So man, this is done.

942
00:49:22,560 --> 00:49:24,480
Speaker 2: Is that's helpful to understand because I mean again, y'all

943
00:49:24,520 --> 00:49:26,239
Speaker 2: do so many different things, and it's always interesting to

944
00:49:26,280 --> 00:49:28,200
Speaker 2: just kind of figure out, like what the kind of

945
00:49:28,239 --> 00:49:30,080
Speaker 2: litmus test is for you all, to figure out where

946
00:49:30,120 --> 00:49:31,840
Speaker 2: to lean in at and win to lean in on

947
00:49:31,920 --> 00:49:46,040
Speaker 2: different things. So hey, man, look, the NFL Draft has happened,

948
00:49:46,480 --> 00:49:49,560
Speaker 2: like and I'm excited and I saw what happen. I'm

949
00:49:49,600 --> 00:49:51,760
Speaker 2: seeing some new energy coming in. We got a Georgia

950
00:49:51,800 --> 00:49:54,160
Speaker 2: boy out there, we get some defense coming in, and

951
00:49:54,239 --> 00:49:56,239
Speaker 2: I'm just really excited about this season with Panics. Let

952
00:49:56,280 --> 00:49:58,200
Speaker 2: me ask you, like, what are you most excited about?

953
00:49:58,600 --> 00:50:00,880
Speaker 1: Yeah, I'm as sorry about this this season is that

954
00:50:01,600 --> 00:50:04,920
Speaker 1: I think you're seeing the core that we have is

955
00:50:05,040 --> 00:50:08,600
Speaker 1: the core for the foreseeable future, you know with the Falcons,

956
00:50:08,680 --> 00:50:12,080
Speaker 1: like Michael Pennix is our quarterback and couldn't be more

957
00:50:12,120 --> 00:50:14,360
Speaker 1: excited for him, and it was, you know, it was

958
00:50:14,400 --> 00:50:17,319
Speaker 1: cool to see our fans reactions, you know, of him

959
00:50:17,320 --> 00:50:20,480
Speaker 1: playing in those the three last games of last season

960
00:50:21,239 --> 00:50:23,680
Speaker 1: because it gave such a visual example of what he

961
00:50:23,800 --> 00:50:27,120
Speaker 1: can be, right and people have excited you know, you reference,

962
00:50:27,719 --> 00:50:31,239
Speaker 1: you know, Mike earlier. Obviously buff, left handed, you know

963
00:50:31,400 --> 00:50:33,440
Speaker 1: type of thing. So it evokes some of that that

964
00:50:33,600 --> 00:50:37,040
Speaker 1: that memory of that exciting time. John's one of the

965
00:50:37,080 --> 00:50:39,680
Speaker 1: best running backs in the NFL, you know, bar none,

966
00:50:39,760 --> 00:50:42,680
Speaker 1: and just to see his you know progression over these

967
00:50:42,800 --> 00:50:46,800
Speaker 1: last two seasons, making the Pro Bowl this year, you

968
00:50:46,880 --> 00:50:49,200
Speaker 1: got Drake. So when you think about the offensive side,

969
00:50:49,320 --> 00:50:52,320
Speaker 1: you know, so many different weapons the offensive side, and

970
00:50:52,400 --> 00:50:54,640
Speaker 1: then you know, on the defensive side, it's it's just

971
00:50:54,760 --> 00:50:58,480
Speaker 1: really cool to see like leaders like Jesse Bates and

972
00:50:58,719 --> 00:51:02,120
Speaker 1: in the way that he's come then to become you know,

973
00:51:02,200 --> 00:51:05,480
Speaker 1: a captain of this team and just you know, playing

974
00:51:05,520 --> 00:51:08,400
Speaker 1: at an elite level and how that you know, cascades

975
00:51:08,480 --> 00:51:12,279
Speaker 1: down and again it's really cool to see, you know,

976
00:51:12,400 --> 00:51:16,000
Speaker 1: someone like Aj because he's homegrown too, right, and I

977
00:51:16,120 --> 00:51:19,840
Speaker 1: think you know Aj obviously being the talent that he

978
00:51:20,080 --> 00:51:22,080
Speaker 1: is and you know, one of the best cornerbacks, but

979
00:51:22,239 --> 00:51:24,920
Speaker 1: how he's also been able to he's very prideful of

980
00:51:25,000 --> 00:51:27,839
Speaker 1: the city, right, and like he wants to play well,

981
00:51:28,560 --> 00:51:31,520
Speaker 1: to play well, not obviously just for you know, team success,

982
00:51:31,600 --> 00:51:33,200
Speaker 1: but you know it means a lot to him in

983
00:51:33,320 --> 00:51:36,080
Speaker 1: terms of you know, playing for the Falcons and things

984
00:51:36,160 --> 00:51:38,600
Speaker 1: like this, and you know, we have had an awesome draft.

985
00:51:38,360 --> 00:51:39,080
Speaker 3: And see where it goes.

986
00:51:39,120 --> 00:51:42,400
Speaker 1: So you're just seeing all these puzzle pieces, you know,

987
00:51:42,520 --> 00:51:47,800
Speaker 1: come together and just have all the you know, confidence

988
00:51:47,840 --> 00:51:50,920
Speaker 1: and excitement and really cool to see how you know,

989
00:51:51,080 --> 00:51:54,160
Speaker 1: Terry Fosson, our general manager, Raheem Morris, our head coach,

990
00:51:55,080 --> 00:51:57,520
Speaker 1: just the leadership they provide and and the culture that

991
00:51:57,560 --> 00:51:58,200
Speaker 1: they instill.

992
00:51:58,360 --> 00:52:01,040
Speaker 3: And you know, we all embody that.

993
00:52:01,360 --> 00:52:03,959
Speaker 1: And you know, couldn't be more excited for this season

994
00:52:04,000 --> 00:52:06,839
Speaker 1: because we all recognize that, you know, we have these

995
00:52:06,880 --> 00:52:09,200
Speaker 1: different pieces that have come together, but we now need

996
00:52:09,280 --> 00:52:11,080
Speaker 1: to show it on the field, right And I think

997
00:52:11,160 --> 00:52:15,080
Speaker 1: that's what's what's cool about where we are is you

998
00:52:15,160 --> 00:52:16,800
Speaker 1: have free agency, you have the draft.

999
00:52:16,960 --> 00:52:18,120
Speaker 3: They're all building blocks.

1000
00:52:18,160 --> 00:52:20,759
Speaker 1: To get that theme of building blocks, we'll get into camp,

1001
00:52:21,120 --> 00:52:23,640
Speaker 1: training camp, then the season starts and then you know,

1002
00:52:23,760 --> 00:52:27,080
Speaker 1: again I use the reference point early is the best

1003
00:52:27,160 --> 00:52:30,680
Speaker 1: reality show because that's what it is. And because we're

1004
00:52:30,719 --> 00:52:33,160
Speaker 1: excited about the season. You know, I feel really good

1005
00:52:33,160 --> 00:52:35,480
Speaker 1: about this team and our fans are ready, so I

1006
00:52:35,680 --> 00:52:37,360
Speaker 1: just need to get to get to the season.

1007
00:52:37,520 --> 00:52:37,759
Speaker 3: Let's go.

1008
00:52:38,080 --> 00:52:39,920
Speaker 2: No man, it's look, it's gonna be an exciting season.

1009
00:52:39,960 --> 00:52:41,759
Speaker 2: I can't wait to see all the pieces, you know,

1010
00:52:41,880 --> 00:52:44,399
Speaker 2: start to come together and just again on both sides

1011
00:52:44,400 --> 00:52:45,960
Speaker 2: of the ball. I think again, as a Falcons fan,

1012
00:52:46,040 --> 00:52:47,839
Speaker 2: I know we've we've got a lot of potential. We've

1013
00:52:47,840 --> 00:52:50,920
Speaker 2: got a lot of young, exciting players, and I think

1014
00:52:50,920 --> 00:52:52,680
Speaker 2: this season is going to be amazing. But before we

1015
00:52:52,880 --> 00:52:55,360
Speaker 2: get I do got one one crazy question to ask you,

1016
00:52:55,440 --> 00:52:58,239
Speaker 2: So just go before a second here. Look, I know

1017
00:52:58,360 --> 00:53:02,120
Speaker 2: there's things you can and can't do, but let me

1018
00:53:02,160 --> 00:53:06,120
Speaker 2: ask you, man, if you could do any just marketing campaign.

1019
00:53:07,239 --> 00:53:08,520
Speaker 2: I don't want to call it a stunt. I think

1020
00:53:08,560 --> 00:53:10,440
Speaker 2: a stunt kind of under sells it. But if there

1021
00:53:10,560 --> 00:53:12,200
Speaker 2: was like something that you could just do where there

1022
00:53:12,280 --> 00:53:14,480
Speaker 2: was no limits and no rules, Like, what would you

1023
00:53:14,560 --> 00:53:17,400
Speaker 2: do from a marketing standpoint with the Falcons? I mean,

1024
00:53:17,400 --> 00:53:19,960
Speaker 2: you've already done outcasts. I feel like, is is there

1025
00:53:20,000 --> 00:53:20,960
Speaker 2: anything else above that?

1026
00:53:22,040 --> 00:53:22,200
Speaker 3: You know?

1027
00:53:22,360 --> 00:53:25,840
Speaker 1: It's funny, I think if we could do it again?

1028
00:53:27,080 --> 00:53:29,880
Speaker 1: So it was I guess pre and I guess it

1029
00:53:29,920 --> 00:53:31,920
Speaker 1: was internet time. But this notion of breaking the Internet,

1030
00:53:32,400 --> 00:53:37,440
Speaker 1: the Michael Vick experience. Oh yeah, and that Nike commercial

1031
00:53:38,400 --> 00:53:40,920
Speaker 1: was crazy, right, But if you remember the beginning of

1032
00:53:40,920 --> 00:53:45,080
Speaker 1: the commercial, they showed the Georgia Dome a quick shot

1033
00:53:45,120 --> 00:53:47,800
Speaker 1: and then they cut into the scene where it's like

1034
00:53:47,840 --> 00:53:49,200
Speaker 1: you're getting on a ride.

1035
00:53:49,400 --> 00:53:49,600
Speaker 3: Yeah.

1036
00:53:50,880 --> 00:53:53,439
Speaker 1: I wasn't there at the time, but people who still

1037
00:53:53,480 --> 00:53:55,440
Speaker 1: work for the Falcons they are there. Then said that

1038
00:53:55,600 --> 00:53:59,759
Speaker 1: multiple people showed up to the dome thinking that they

1039
00:54:00,080 --> 00:54:02,799
Speaker 1: could ride the Michael Vick experience. So if I could

1040
00:54:02,840 --> 00:54:05,239
Speaker 1: have what are you to answer your question? If we

1041
00:54:05,360 --> 00:54:10,000
Speaker 1: can somehow create a physical, you know, Michael Vick experience

1042
00:54:10,080 --> 00:54:11,800
Speaker 1: and you know, do you evolve it? Now it's michaelvi

1043
00:54:11,880 --> 00:54:13,960
Speaker 1: experience plus, but Jean Robinson experience or something like that.

1044
00:54:14,120 --> 00:54:17,640
Speaker 1: But to take that commercial and make it a real

1045
00:54:17,760 --> 00:54:20,600
Speaker 1: thing that that would go on on the mantle of

1046
00:54:21,200 --> 00:54:23,320
Speaker 1: kind of one of the coolest marketing things that we

1047
00:54:23,400 --> 00:54:24,160
Speaker 1: could do for sure.

1048
00:54:24,360 --> 00:54:27,280
Speaker 2: Look, man, if we can't do it at Mercedes Benz,

1049
00:54:27,320 --> 00:54:29,320
Speaker 2: I know there's plenty of space down at six Flags.

1050
00:54:29,360 --> 00:54:32,680
Speaker 3: Let's just rebuild it right down Yea. Literally, people showed up.

1051
00:54:33,640 --> 00:54:36,080
Speaker 3: I'm here to ride the Michael Vick experience, So maybe

1052
00:54:36,080 --> 00:54:36,840
Speaker 3: we can recreate that.

1053
00:54:37,200 --> 00:54:40,600
Speaker 2: Oh man, that's amazing, Man, that's amazing good stuff. But look, man,

1054
00:54:40,800 --> 00:54:42,400
Speaker 2: we can't get out of here without talking about the

1055
00:54:42,400 --> 00:54:45,200
Speaker 2: World Cup. I mean, that's gonna be a massive moment.

1056
00:54:45,600 --> 00:54:47,440
Speaker 2: I know that you're obviously doing some work with them,

1057
00:54:47,480 --> 00:54:49,719
Speaker 2: but just like give us a perspective, like what what

1058
00:54:49,880 --> 00:54:51,200
Speaker 2: kind of work are you doing with the World Cup

1059
00:54:51,239 --> 00:54:53,680
Speaker 2: and just what do you kind of expect that moment

1060
00:54:54,120 --> 00:54:55,640
Speaker 2: And it's gonna be It's gonna be a big moment

1061
00:54:55,680 --> 00:54:57,279
Speaker 2: a lot of moments like what do expect that moment

1062
00:54:57,360 --> 00:54:57,800
Speaker 2: to be?

1063
00:54:58,040 --> 00:54:58,080
Speaker 1: Like?

1064
00:54:58,160 --> 00:54:59,040
Speaker 3: And do for Atlanta?

1065
00:54:59,440 --> 00:55:01,960
Speaker 1: So I think the uh, I think the funny thing

1066
00:55:02,040 --> 00:55:04,279
Speaker 1: for me where you really realize, like, man, you know

1067
00:55:04,640 --> 00:55:08,239
Speaker 1: it's huge obviously, but you know we were we got

1068
00:55:08,280 --> 00:55:12,160
Speaker 1: announced as one of the hosts locations and this was

1069
00:55:12,280 --> 00:55:16,280
Speaker 1: years ago and people are already texting me about tickets.

1070
00:55:16,320 --> 00:55:17,879
Speaker 3: I mean, I might, I hope.

1071
00:55:17,880 --> 00:55:20,560
Speaker 1: I'm just employed by this organization, you know when when

1072
00:55:20,600 --> 00:55:23,719
Speaker 1: the World Cup hits in uh twenty twenty six. But

1073
00:55:23,920 --> 00:55:26,320
Speaker 1: it just that was just a small microcosm of you,

1074
00:55:26,440 --> 00:55:29,560
Speaker 1: right man, this is this is huge, right And you

1075
00:55:29,640 --> 00:55:33,040
Speaker 1: know I was a kid here when the Olympics came

1076
00:55:33,120 --> 00:55:35,560
Speaker 1: through and it you know, I was not old enough

1077
00:55:35,640 --> 00:55:39,800
Speaker 1: to understand the gravity of that and obviously got more educated,

1078
00:55:40,440 --> 00:55:42,480
Speaker 1: you know, on a suspresipe even as a kid like

1079
00:55:42,520 --> 00:55:44,160
Speaker 1: you could feel the scale of that, You could feel

1080
00:55:44,360 --> 00:55:47,160
Speaker 1: kind of the lasting impact of that. To have the

1081
00:55:47,200 --> 00:55:51,960
Speaker 1: World Cup here, which is in you know that Mount Rushmore.

1082
00:55:52,040 --> 00:55:54,680
Speaker 1: Everyone you know right now with the you know AI

1083
00:55:54,800 --> 00:56:00,120
Speaker 1: Mount Rushmore, that is just global event on that at

1084
00:56:00,239 --> 00:56:03,359
Speaker 1: Mount Rushmore. And so to think that we are going

1085
00:56:03,440 --> 00:56:08,000
Speaker 1: to host eight matches here including a semi final and

1086
00:56:08,120 --> 00:56:11,359
Speaker 1: kind of running jokeo Ben has been that's coasting seven

1087
00:56:11,440 --> 00:56:14,360
Speaker 1: Super Bowls and then the Olympics all over the course

1088
00:56:14,480 --> 00:56:19,680
Speaker 1: of you know, a couple of months, right one, Just

1089
00:56:19,960 --> 00:56:23,080
Speaker 1: the gratitude, humility and gratefulness that I have to just

1090
00:56:23,680 --> 00:56:25,080
Speaker 1: in some way be a part of it. I and

1091
00:56:25,160 --> 00:56:27,279
Speaker 1: I have no idea what is going to be you know,

1092
00:56:27,360 --> 00:56:30,640
Speaker 1: my exact role, but literally, if it's it's it's outside

1093
00:56:31,320 --> 00:56:34,840
Speaker 1: selling water like sign me up. Just the to be

1094
00:56:34,920 --> 00:56:37,359
Speaker 1: a part of that is so cool. But I think

1095
00:56:37,640 --> 00:56:41,640
Speaker 1: what is also reflective of one is from an organizational side,

1096
00:56:42,920 --> 00:56:48,040
Speaker 1: just the scale and magnitude that we can provide for

1097
00:56:48,200 --> 00:56:51,040
Speaker 1: community connection. Again going back to one of our aims

1098
00:56:51,120 --> 00:56:54,680
Speaker 1: is about community connection. So now the notion that now

1099
00:56:54,760 --> 00:56:58,320
Speaker 1: it's a global community connection and she was dressed but

1100
00:56:58,440 --> 00:57:02,080
Speaker 1: two similar to to the narrative of the Olympics in

1101
00:57:02,160 --> 00:57:05,120
Speaker 1: ninety six. What has evolved and you know, shout out

1102
00:57:05,160 --> 00:57:07,560
Speaker 1: to our boys with the Atlanta influence. Has ever seen

1103
00:57:07,640 --> 00:57:11,279
Speaker 1: that term the opportunity of World Cup to tell the

1104
00:57:11,320 --> 00:57:15,160
Speaker 1: Atlanta story right like that is the significance of that.

1105
00:57:15,360 --> 00:57:18,280
Speaker 1: And that's where I'm just very proud and hopeful of

1106
00:57:18,560 --> 00:57:22,920
Speaker 1: is when all eyes in the world are looking at Atlanta,

1107
00:57:23,640 --> 00:57:25,680
Speaker 1: that you know that we're going to show up in

1108
00:57:25,760 --> 00:57:28,840
Speaker 1: a way that not only the southern hospitality and the

1109
00:57:28,960 --> 00:57:32,920
Speaker 1: experience of it is great, but also with that platform

1110
00:57:33,360 --> 00:57:36,640
Speaker 1: to really continue to tell the Atlanta story in terms

1111
00:57:36,680 --> 00:57:39,479
Speaker 1: of kind of who we are and where we're going.

1112
00:57:39,920 --> 00:57:43,320
Speaker 1: That's what's so exciting, you know about that. So it's

1113
00:57:43,320 --> 00:57:48,480
Speaker 1: gonna be an amazing experience. Gonna be more grateful to

1114
00:57:48,560 --> 00:57:50,320
Speaker 1: be a part of it. And if you want tickets,

1115
00:57:50,480 --> 00:57:52,600
Speaker 1: have them. Text you first yeah, and.

1116
00:57:52,640 --> 00:57:55,360
Speaker 2: I'm gonna text you yeah, and then you're gonna take

1117
00:57:55,480 --> 00:57:58,280
Speaker 2: me back. I already know that's called go man, before

1118
00:57:58,280 --> 00:57:59,680
Speaker 2: we got to hear me, ask you, like, what's something

1119
00:57:59,720 --> 00:58:00,680
Speaker 2: that you want?

1120
00:58:01,320 --> 00:58:01,480
Speaker 3: You know?

1121
00:58:02,040 --> 00:58:04,440
Speaker 2: The next Shannon Joinner a young marketer that begin he

1122
00:58:04,560 --> 00:58:06,640
Speaker 2: sees sports marketing and you just sees it from the

1123
00:58:06,680 --> 00:58:08,320
Speaker 2: outside but you see it from the inside, like what

1124
00:58:08,360 --> 00:58:10,600
Speaker 2: do they need to know about what it takes to

1125
00:58:10,800 --> 00:58:12,720
Speaker 2: not only get in that world, but to be successful

1126
00:58:12,760 --> 00:58:13,320
Speaker 2: in that space.

1127
00:58:13,880 --> 00:58:17,040
Speaker 1: I think the first, the middle of the last is passion,

1128
00:58:17,680 --> 00:58:24,960
Speaker 1: and I'm grateful that early on in my life, I

1129
00:58:25,640 --> 00:58:29,920
Speaker 1: identify that sports is my passion. Right didn't know, you know,

1130
00:58:30,040 --> 00:58:33,160
Speaker 1: what that was going to translate, you know into you know,

1131
00:58:33,240 --> 00:58:36,360
Speaker 1: I had an AAU tryout with the Atlanta Celtics in

1132
00:58:36,480 --> 00:58:39,520
Speaker 1: middle school and when I walked into it was a

1133
00:58:39,600 --> 00:58:44,000
Speaker 1: gym on Cleveland Avenue, multiple hoops and when I walked in,

1134
00:58:44,080 --> 00:58:47,520
Speaker 1: so this was like the under thirteen tryouts, walked in

1135
00:58:47,640 --> 00:58:49,680
Speaker 1: and saw some dudes that there are like six' five

1136
00:58:50,520 --> 00:58:53,920
Speaker 1: shooting at one, court AND i, knew all, right that

1137
00:58:54,040 --> 00:58:56,760
Speaker 1: was a higher age, Tryout So i'm gonna go over

1138
00:58:56,800 --> 00:59:00,800
Speaker 1: here with a whistle and everyone came together AND I i, Said,

1139
00:59:00,800 --> 00:59:03,600
Speaker 1: okay whatever aspirations THAT i had a playing professional ended

1140
00:59:03,680 --> 00:59:07,040
Speaker 1: on that day On Cleveland. Avenue so for, ME i

1141
00:59:07,080 --> 00:59:08,960
Speaker 1: didn't know what my connection to sports was going to,

1142
00:59:09,000 --> 00:59:11,080
Speaker 1: be BUT i knew THAT i had a strong passion

1143
00:59:11,200 --> 00:59:14,960
Speaker 1: for that and that's really has driven it for. Me

1144
00:59:15,120 --> 00:59:17,120
Speaker 1: and so for, me the takeaway to that to answer

1145
00:59:17,120 --> 00:59:18,720
Speaker 1: your question is whether it's you're trying to be in

1146
00:59:18,760 --> 00:59:19,560
Speaker 1: sports or whatever it.

1147
00:59:19,640 --> 00:59:23,920
Speaker 3: Is you need a passion for it because just being

1148
00:59:24,040 --> 00:59:25,560
Speaker 3: smart isn't. Enough it's too.

1149
00:59:25,640 --> 00:59:29,320
Speaker 1: Competitive you're spending so much of your time and life

1150
00:59:29,400 --> 00:59:31,080
Speaker 1: into it that if you don't have a passion for,

1151
00:59:31,200 --> 00:59:35,080
Speaker 1: it at some, point whether there's gonna be a ceiling

1152
00:59:35,120 --> 00:59:39,040
Speaker 1: on the money validation of, things or you have to

1153
00:59:39,200 --> 00:59:39,560
Speaker 1: have that.

1154
00:59:39,760 --> 00:59:43,840
Speaker 3: INTRINSIC i enjoy this. WORK i feel like to be.

1155
00:59:44,000 --> 00:59:46,640
Speaker 1: Great i'm at, it AND i think in a space

1156
00:59:46,800 --> 00:59:49,760
Speaker 1: like sports where a lot of people do love, it

1157
00:59:50,360 --> 00:59:51,720
Speaker 1: like you really have to be a passion about it

1158
00:59:51,760 --> 00:59:55,280
Speaker 1: because it is, competitive people really do enjoy being in this.

1159
00:59:55,400 --> 00:59:57,320
Speaker 1: SPACE i say that's one, thing but then two for

1160
00:59:57,480 --> 01:00:01,800
Speaker 1: me IS i think the other difference is sports really

1161
01:00:01,880 --> 01:00:06,600
Speaker 1: being that vehicle for higher purpose and. Connection LIKE i

1162
01:00:06,720 --> 01:00:13,160
Speaker 1: make no allusion to. Sports isn't curing, cancer, Right sports

1163
01:00:13,280 --> 01:00:15,520
Speaker 1: isn't you, know starting or stopping.

1164
01:00:15,840 --> 01:00:17,280
Speaker 3: Wars so that's not what sports.

1165
01:00:18,160 --> 01:00:22,800
Speaker 1: Does but there is something powerful about watching a game

1166
01:00:22,880 --> 01:00:26,520
Speaker 1: that can literally bring seventy thousand people together at once

1167
01:00:26,920 --> 01:00:30,120
Speaker 1: and have then millions of people you know watching on.

1168
01:00:30,280 --> 01:00:33,960
Speaker 1: Television so because of That i'm very proud to be

1169
01:00:34,120 --> 01:00:36,640
Speaker 1: a part of an organization that recognizes the power of

1170
01:00:36,720 --> 01:00:39,840
Speaker 1: sport but then uses it as a vehicle to make

1171
01:00:39,920 --> 01:00:42,440
Speaker 1: broader impact in terms of what we're able to do

1172
01:00:43,120 --> 01:00:46,880
Speaker 1: in the. COMMUNITY i think that's the separator of, it you.

1173
01:00:46,920 --> 01:00:49,600
Speaker 1: Know for, Me so, AGAIN i think having personal passion

1174
01:00:49,680 --> 01:00:52,040
Speaker 1: to drive. It but if you're able to find a

1175
01:00:52,120 --> 01:00:56,760
Speaker 1: space that allows you to an essence bring in broader

1176
01:00:56,840 --> 01:01:00,160
Speaker 1: impact beyond just a nine to, five that's a very

1177
01:01:00,240 --> 01:01:01,040
Speaker 1: rewarding space to be.

1178
01:01:01,160 --> 01:01:03,640
Speaker 3: In So i'm extremely grateful for that.

1179
01:01:03,720 --> 01:01:06,480
Speaker 2: Opportunity but you know, What, shannon we're grateful that you're

1180
01:01:06,480 --> 01:01:09,160
Speaker 2: in that. Opportunity. Again for somebody that's you, know from the,

1181
01:01:09,200 --> 01:01:10,840
Speaker 2: city from the, culture to be in these, ROLES i

1182
01:01:10,880 --> 01:01:14,160
Speaker 2: think is always important because you understand how, important you,

1183
01:01:14,240 --> 01:01:16,360
Speaker 2: know what you do is for the. City also appreciate,

1184
01:01:16,480 --> 01:01:19,520
Speaker 2: man when you came. Back you, know we connected almost

1185
01:01:19,560 --> 01:01:21,960
Speaker 2: immediately and you've been a big supporter of butter ever,

1186
01:01:22,080 --> 01:01:24,760
Speaker 2: since and so you, know again we appreciate that, Man and,

1187
01:01:24,880 --> 01:01:26,400
Speaker 2: again just just love to see the work that you

1188
01:01:26,480 --> 01:01:27,760
Speaker 2: all are doing, Again AND i.

1189
01:01:27,760 --> 01:01:30,560
Speaker 1: Think, yeah Job, BROT i think that's ALMOST i think

1190
01:01:30,600 --> 01:01:33,520
Speaker 1: a good kind of closest conversation Is that's another THING

1191
01:01:33,520 --> 01:01:36,880
Speaker 1: i think it's unique about In atlanta is that you,

1192
01:01:36,920 --> 01:01:41,840
Speaker 1: Know butter isn't this mythical wizard Of oz content, Engine

1193
01:01:41,960 --> 01:01:44,240
Speaker 1: like people know who you, are, Right AND i think

1194
01:01:44,320 --> 01:01:48,000
Speaker 1: that's what's important About. Atlanta so there's all these brands and,

1195
01:01:48,680 --> 01:01:53,760
Speaker 1: entities but the people drive the connection you, know of

1196
01:01:53,880 --> 01:01:55,720
Speaker 1: the city and people right, now AND i think that's really.

1197
01:01:56,240 --> 01:01:58,280
Speaker 1: Important like we want to be on the falcon side

1198
01:01:59,000 --> 01:02:02,080
Speaker 1: front facing want people to know WHO i am and

1199
01:02:02,200 --> 01:02:06,280
Speaker 1: other people organization are and Fans and it's nothing for

1200
01:02:06,400 --> 01:02:08,560
Speaker 1: me to give out an email address or a cell

1201
01:02:08,600 --> 01:02:12,040
Speaker 1: phone because that direct connection is. IMPORTANT i know all

1202
01:02:12,160 --> 01:02:16,040
Speaker 1: my counterparts and all the different, teams right and you,

1203
01:02:16,120 --> 01:02:18,640
Speaker 1: know we have a mindset that Rising tide lists all,

1204
01:02:18,680 --> 01:02:21,160
Speaker 1: boats like it's not a zero something here that if

1205
01:02:21,200 --> 01:02:22,800
Speaker 1: you're A braves fan or A hawks, fan you can't

1206
01:02:23,480 --> 01:02:27,080
Speaker 1: falcons where. Somebody we want everyone to. Succeed AND i

1207
01:02:27,120 --> 01:02:30,200
Speaker 1: think that's represent of How atlanta has always, been, Right Like,

1208
01:02:30,280 --> 01:02:33,960
Speaker 1: atlanta the secret sauce Of atlanta has always been this

1209
01:02:34,680 --> 01:02:40,520
Speaker 1: or this, community private, sector public. Sector, right how everybody

1210
01:02:41,760 --> 01:02:47,640
Speaker 1: connects is what makes the city unique from others And

1211
01:02:47,920 --> 01:02:51,160
Speaker 1: that's that's my continued hope As atlanta continues to grow

1212
01:02:51,280 --> 01:02:54,880
Speaker 1: and get bigger and commercial, investment, yes, yes and, yes

1213
01:02:55,000 --> 01:03:00,160
Speaker 1: but to never lose that the relationships are what drive you,

1214
01:03:00,200 --> 01:03:02,400
Speaker 1: know the city and making sure that we're continuing to,

1215
01:03:02,440 --> 01:03:04,560
Speaker 1: invest you know in. That so with, that that's WHY

1216
01:03:04,600 --> 01:03:07,080
Speaker 1: i appreciate. YOU i appreciate everything that you're. DOING i

1217
01:03:07,080 --> 01:03:10,120
Speaker 1: appreciate the friendship that we. Have it goes way bigger

1218
01:03:10,240 --> 01:03:13,400
Speaker 1: Than on behalf of Butter on behalf Of Yeah falcons

1219
01:03:13,520 --> 01:03:15,520
Speaker 1: is Just brandon And. SHANNA i think that is just

1220
01:03:15,680 --> 01:03:18,560
Speaker 1: one of a gazillion examples in the city that you

1221
01:03:18,640 --> 01:03:19,280
Speaker 1: know that makes us.

1222
01:03:19,320 --> 01:03:21,560
Speaker 2: Fun so, yeah, Man well look normally WHEN i wrap,

1223
01:03:21,680 --> 01:03:23,200
Speaker 2: UP i tell, people you, know how can they get

1224
01:03:23,240 --> 01:03:24,720
Speaker 2: in contact with, you how can they support? You but,

1225
01:03:24,760 --> 01:03:26,640
Speaker 2: LOOK i don't want people hitting you up ask you, know, tickets,

1226
01:03:26,720 --> 01:03:28,640
Speaker 2: Man So i'm just don't tell. People if you want

1227
01:03:28,680 --> 01:03:30,680
Speaker 2: to Find, shannon just go To Atlanta falcons dot. Com

1228
01:03:30,760 --> 01:03:33,040
Speaker 2: there you, go all, right you, know and just do, it,

1229
01:03:33,120 --> 01:03:34,320
Speaker 2: dude what you got to do from, there because we're

1230
01:03:34,320 --> 01:03:36,360
Speaker 2: not giving out no info because he only giving me,

1231
01:03:36,400 --> 01:03:38,600
Speaker 2: tickets not everybody. ELSE i love to playing, me but, yo, Man.

1232
01:03:38,640 --> 01:03:40,480
Speaker 2: Shannon appreciate you pulling up. Man it's been a great

1233
01:03:40,480 --> 01:03:42,400
Speaker 2: conversation and uh we out that's the.

1234
01:03:42,480 --> 01:03:44,320
Speaker 3: Pot you've been.

1235
01:03:44,280 --> 01:03:46,120
Speaker 2: Listening to Button nomics and no im your Host Brandon

1236
01:03:46,160 --> 01:03:49,040
Speaker 2: butler got comments? Feedback want to be on the. Show

1237
01:03:49,240 --> 01:03:51,840
Speaker 2: send us an email today At hello at butternomics dot.

1238
01:03:51,920 --> 01:03:55,480
Speaker 2: Com Butter nomics is produced In, Atlanta georgia At iHeartMedia

1239
01:03:55,520 --> 01:03:58,480
Speaker 2: By Casey, pegrim with marketing support From queen And. Nikki

1240
01:03:58,840 --> 01:04:01,760
Speaker 2: music provided By. Mister if you haven't, already hit that

1241
01:04:01,840 --> 01:04:04,280
Speaker 2: subscribe button and never missed an, episode and be sure

1242
01:04:04,320 --> 01:04:06,720
Speaker 2: to follow us on all our social platforms at butter

1243
01:04:06,840 --> 01:04:09,840
Speaker 2: dot at. L listen to Better nomics on The iHeartRadio,

1244
01:04:09,920 --> 01:04:12,000
Speaker 2: App Apple, podcasts or wherever you get your.

1245
01:04:12,040 --> 01:04:12,520
Speaker 3: Podcasts