We’re doing what we’re doing in order to create memories you can keep with you for your entire life. Some of my best memories involve sports, not always even necessarily the game itself but the experience it provided. I can’t remember having more fun than the Summer of 1998 waking up on a sunny Saturday morning, taking the “L” to Wrigley, having kegs and eggs at Hi-Tops and strolling in to the bleachers for an unbelievable afternoon with my buddies as both Mark McGwire and Sammy Sosa chased the home run record. Bears or Niners Sundays, Notre Dame Saturdays, Jordan and the Bulls Friday nights, or any sunny afternoon at Wrigley or Pac Bell Park, my 1990’s were grounded in fantastic experiences with my friends and family at stadium events. That was the best… What drives me about sports is the opportunity to author an afternoon that makes the hair on the back of your neck stand when you think about it 20 years after the fact. That’s why I go…..in order to remember how great it felt that day in the sun.
Back in 2006, I created a post that I think I called “help me – I don’t know what I’m doing,” that caused some consternation, but actually provided me with some decent information on what fans really thought about our organization and what improvements needed to be made. Well, I think it’s time to ask the question again; not because we feel lost in the woods, but on the verge of investing $150 million in a new way of life for OUR brand I think it’s important to figure out how we try to transcend sports in the way Saturday at Wrigley does. Why not see if we can create something bigger than a soccer team in Kansas City, and offer authentic experiences and interactions that attract interest from Seattle to Boston? I’m quite certain there is enough creativity from people on these blogs to begin to aggregate ideas, images and services that breathe life in to what soccer really can become in this country. Maybe they don’t show up in your specific stadium right away, but if it’s the right idea you’ll see it show up in ours – and hopefully you can be there to take the credit.
I’m guessing there’s better than a small majority of Y-Gens reading this post. It’s not all that insightful to suggest that you’re the key to the sort of revolution I’m proposing for American soccer. I think it’s important that the biggest evangelists for our club come from within and we create a culture in Kansas City that grows on top of itself every day. We’re going to do whatever we can to get the best and brightest to Kansas City, and if that’s you I’d welcome you to the ride.
I can’t help but think there’s a major lifestyle point we’re missing in how we go about putting our experiences together. We just connect so differently with people today than our parents did. Frankly, it’s probably just as likely to consider getting as many people together for a virtual tailgate prior to entering an online watch party through my Xbox Live subscription as it is to do a real tailgate 3 hours prior to a home game. Web 2.0 hasn’t flown in to the stadium experience quite yet, and 3.0 isn’t even at the ticket counter. There has to be a way for us to create experiences, services and amenities that better match your lifestyle. I think we have some ideas here that we’re going to try.
Technology can be a huge risk in these experiences – but oh well. One great thing about being owned by the two preeminent healthcare IT entrepreneurs is when it comes to technology and its disruption, you’re never afraid of trying something…..because as disruptive as it may seem it’s not even close to how disruptive they’re going to be over the next 10 years to the established healthcare system. Stadiums need to be “smarter,” they need to know you’re inside (if you want) and help you better connect to your friends (or those that should be your friends), preferences and benefits. I know there are literally hundreds of use cases that could be created on this topic.
One of the biggest opportunities we face is how wonderfully diverse our sport is. I think it’s laughable some times when we say that targeting 18-35 year olds is our goal in sports. Uuhh…so what you’re saying is we’re “targeting” a segment that has 2 generations, four micro-generations, 2 sexes, 6 levels of techno-sophistication, hundreds of ethnicities and languages….oh..that’s specific. The days of mass marketing are gone and figuring out ways to celebrate and cater to the diverse audience that walks in to the stadium (or better yet the audience that hasn’t yet walked in to the stadium) has to be a major goal. I think it’s one of the biggest challenges in sports and I’m not sure who’s got the best roadmap through it – maybe Toronto?
So this doesn’t come off as incessant rambling, let me see if I can bring this to any sort of conclusion. Basically, I’m the President of the third most relevant pro sports brand in the 32nd ranked DMA (Nielson) in the United States. Not the third most relevant sports property in the DMA, the third most relevant PRO sports property (and I’m sure NASCAR would argue with me). The point is, there is quite a challenge ahead for our brand, and the notion that strikes me is “why not here, why not now”. So that’s what we’re going to do; put our heads down and work hard, try everything once (“everything” everything, not everything) and try to deliver a memory as often as possible. I’m hopeful you’ll stay a part of the club, or give us the opportunity to convince you to become a part of what we’re trying to do – whether you live here, New York or San Sebastian, Spain. I’m always open to your thoughts and ideas. Thanks a lot and talk to you “down the byline” (shameless plug for a great blog –
downthebyline.com). rh