December 3, 2025 • 15 mins
In this special episode of The Latest With Loren LoRosa, Loren reflects on her experience at the Hope Global Forums, where conversations centered on community impact, economic empowerment, and the future of digital transformation—especially within the sports industry. She sits down with Melissa Proctor, Chief Marketing Officer of the Atlanta Hawks, for an insightful discussion on the evolving challenges of sports branding and the role of innovation in fan engagement.
Melissa shares her expertise on leveraging technology to create meaningful fan experiences, building authentic connections, and adapting to the shifting expectations of modern audiences. The conversation also explores the balance between personal and professional life, representation in leadership, and the importance of community-driven strategies in shaping the future of sports marketing.
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:02):
I'm a homegrow that knows a little bit about everything
and everybody.
Speaker 2 (00:06):
You know, if you don't lie about that. Right, Hey, y'all,
what's up.
Speaker 1 (00:13):
It's Lauren Rosa and this is the latest with Lauren
de Rosa. This is your daily dig on all things
pop culture, entertainment, news, and all of the conversations that
shake the room.
Speaker 2 (00:24):
Baby.
Speaker 1 (00:25):
Well, I got to recently be a part of another
conversation that definitely shook the room. I traveled down to
Atlanta to be a part of the Hope Global Forums,
which is an amazing, amazing meet up of so many
like minded people across various industries sports, entertainment, media, business, tech,
(00:47):
anything that you could think of. People were in the
room representing it. And not just people, I mean some
of the biggest and best minds in it. I got
to hear Byron Allen speak about his journey from just
being a young kid whose mom would take him to
work as she worked in television to turn it into
a billionaire TV mogul who owns so much of his
(01:11):
own everything. I also got to hear from owners of
some of the biggest sports teams in the world, including
the Atlanta Hawks, and hearing them talk about AI and
things that we should be leaning into right now made
me rethink because I'm not against AI, but I've never
been a person I was like, I want to use
(01:31):
AI so much for my businesses. If you guys can't
tell from all these conversations I keep having with the people,
I'm such a people person like I like to actually
talk to people, interact with people, see facial expressions and
body language and feeling and express emotion and key.
Speaker 2 (01:47):
I just doesn't do that for me, but I get it.
Speaker 1 (01:49):
I understand that as these new things come across all industries,
we have to adapt, and those who adapt the best
are heading up the conversations and heading up all of
the deals.
Speaker 2 (01:59):
So it was great to hear and be in this room.
Speaker 1 (02:01):
John O'Bryant, who is the creator of the Whope Global
Forums and his foundation and everything that he does with
bringing all these amazing people together, invited me down and
I actually was able to be in live conversation on
the main stage at the event with a black woman
who is when I say goals, she is out here
(02:22):
running it up. And I'm not just talking about running
it up in the sense of money, phones in your
ear and the pictures. No, no, no, no no. What
I mean is she is making real impact. She is
the chief marketing officer of the Atlanta Hawks. She's running
things over there also on the State Farm Arena side,
and she is a black woman who understands culture, people,
(02:46):
but also impact.
Speaker 2 (02:48):
I got to have a conversation with Melissa Procter.
Speaker 1 (02:51):
Let's take a listen, and it's very like I have
a friend here, Milona de Rouge, who I know, she
worked got to work with you guys as well. And
I think I tell people all the time that when
you get to get in these corporate structures and you
see how these teams are in and the investments and
all that, it just broadens your horizons. So talk a
little bit about your community footprint and you know what's
important to you, not Atlanta Hawks, but to Melissa personally.
(03:13):
What's important to you that each person in the community,
like a Milano de Rouge or whoever else, that they
walk away with when they interact with your program at
the Atlanta Hawks Stadium.
Speaker 3 (03:22):
You know, I mean, I think everyone gets to walk
away with something different. You know, a maid being from
Miami but now being in Atlanta, Atlanta means something different
to everyone, and you know, I love Even when I
met Milan we talked about our clothing line. She's like,
always want to do something in sports, and I think
the idea of you can't be what you can't see
is really important. I didn't know there was anyone who
looked like me that was a CMO of an NBA team,
(03:44):
even when I started working for the Heat when I
was in high school, right, but ultimately over time, now
that I'm in this position, I'm always trying to give
opportunities and help. You know, we do it a lot
with our community, bring in students to be able to understand,
here are people that work in sports.
Speaker 2 (03:56):
This is you know, opportunities that can exist.
Speaker 3 (03:59):
And so I think when we at the community of
through my lens, it's how do we do this in
the most credible and authentic way. We were able to
utilize all the resources and everything that we have to
help the community be better. And as an example, you know,
a couple of years ago, we had a city edition
uniform and it was the theme was Lyft as we fly.
Speaker 2 (04:16):
You know the team they're dunk and they're flying.
Speaker 3 (04:18):
We want to lift up the community as we do that,
and so we said every day at four o four
we had these amazing boards outside of our building, digital
big billboards. So we're going to highlight a local small
business at four to four every day and give them
platform that they wouldn't normally be able to have. Yeah,
and it was and it was amazing for us. And
some of the businesses were like, oh my gosh, there
(04:39):
people were out there crying on the sidewalk, you know,
in and out stuff and sampling and it was a gesture.
Speaker 2 (04:44):
But for us, it was connected to everything.
Speaker 3 (04:46):
It wasn't just about selling jerseys or selling tickets to
the game.
Speaker 2 (04:48):
It was really around how do we look.
Speaker 3 (04:50):
At that and to the idea of future proofing, you know,
sports community for us has been one of the most
important things in how we look at our business in
the past and also going forward.
Speaker 1 (05:00):
What do you think has been your biggest success in
really leaning into digital across the arena but also like
the team, what's been like one of your biggest success
points of like we did that.
Speaker 3 (05:13):
I mean, I think we have so many different ones
because when you look at digital, it could be the
things that are consumer facing, but also a lot of
what we're doing behind the scenes.
Speaker 2 (05:20):
Talk about that.
Speaker 3 (05:20):
We have an amazing chief Technology and Innovation officer, Kim
Ramido who may be here, who's phenomenal, and I think
since she's come on board and really partnered with our team,
it was how do we look at all of our
data and our analytics and all of our information through
one pane of glass where ultimately everyone can understand and
see and get the information that we need in order
to make our business better, be more efficient, understand more
(05:42):
about our audience. And so I think sometimes it is
a technology you see outside, but now I mean we're
looking at AI in a lot of really interesting ways.
How can we predict behaviors for our fans in the future.
And so I don't know if there's any one thing
that we've done. What I really am proud of what
our social team does, it's how do we look at
our technology and even things like our social platform and
new and unique ways. So I do really good at that, Yeah,
(06:02):
because I'm not like a big sports person, but like
you guys pop up on my feed because it's very
like fresh you tap into like culture and pop culture
really well. Yeah, and for us it's always how do
we lean in, But we have to understand our audience
and so even having people on the team that look different,
this diversity across the WOARLD. While obviously Atlanta is you know,
a great city for many different audiences, for us, we
(06:23):
know that diversity and inclusion is a really big part
of our brand and always has been and always will be,
and so we lean into that across. But i'd say
technology for us, yeah, across the board is consistently evolving.
Speaker 1 (06:33):
Now. I know a lot of people there's been so
many conversations across sports about ticket sales and getting physical
people in seats. I know you guys do a lot
of like initiatives to bring people into the you know, stadium,
But what has been you know, your strategy there with
just making people want to come out and actually sit
and see a game and not stream in and not
or and how do you lean in when they want
(06:53):
to stream it and.
Speaker 3 (06:54):
Not sit in a physical seat. Yeah, I mean the
world is changing very rapidly. And we'll say even with
the the way that technology is today, obviously the new
NBA deal and streaming platforms, fans can watch games on
more platforms than ever before, and a lot of them
are looking more at sports personalities and folks who are
creating content to give them the play by pay of
the game verst watching the whole game. So I think
(07:15):
for our next gen strategy, it's very intentional because in
order to get them to continue to come to games
in the.
Speaker 2 (07:20):
Future, we have to make it worth a while.
Speaker 3 (07:22):
But I will say from a ticket sales strategy, the
NBA has done a lot over the past few years.
They've created the NBA Cup, which I know is currently
going on to try to get fans interested. Obviously for basketball,
we know that once you know, Christmas hits and it's
like all right, now we're all on to the second
half of the season, getting ready for playoffs. Yeah, so
the beginning of the season, we do a lot of
different things, whether it's you know, unique platforms, them nights.
(07:44):
We've always really leaned into what's really Atlanta HBC unit
is one of our biggest knights. We're actually honoring outcasts
at our game tomorrow night.
Speaker 1 (07:51):
Spires the Rock and Roll Hall of Fame, all right
for the Rock and Roll Hall of Fame, Yeah, okay,
after introduction and so like, we always are looking at
ways that we can connect to Atlanta the city, but
find relevance for our fans to bring them in and
really ultimately it's creating an amazing experience.
Speaker 3 (08:05):
We do that better than anyone else. And so I've had,
you know, folks that travel to different teams and they're like,
when I come to Atlanta, it's a party, right, and
we really want to look at how do we make.
Speaker 2 (08:13):
This the most Atlanta experience ever.
Speaker 3 (08:15):
So we really really look at you know, consistently being
number one and game presentation across the NBA is the
way to do that, and getting people indoor and having
them want to come and experience it here because it's
a great night out at the end of the day.
Chef ge Garvin is our chef at the arena and
he's phenomenal, and so it's not just looking at it
through one lens, but across all. Now, you talked a
(08:41):
bit about the athletes becoming sports personalities. That has become
such a big thing because people have podcasts and they're
streaming and you know, all of these things. I know
it can work really well for you guys, like when.
Speaker 1 (08:52):
Your teammates or their teammates are out and they have
podcasts and people are coming on and it leads into
ticket sales, but I also know it can put actually
be crazy when they get on there and say crazy
things and now the team has to answer for it.
What have been some of your best moments and kind
of like, uh, why do we have to deal with
this when it comes to that. Just people being able
to have their own voice on these platforms.
Speaker 3 (09:13):
You know, I think we've been really fortunate to have
an amazing group of guys on our team that are
high character. You know, I think our coaching staff and
our gam we really recruit guys who are amazing, So
we haven't.
Speaker 2 (09:23):
Had a lot of those like, oh, I wish you'd
do this.
Speaker 3 (09:25):
One thing I would say is, you know, during COVID
and obviously in the summer of twenty twenty, there was
a lot going on and it was really really challenging,
and at the time, our head coach was very vocal
and was going out and doing things in the community,
and it was amazing for us as a brand because
it was aligned with what we believe and so often,
you know, not to just players, we have personalities that
are doing things. For example, I was just selling the
(09:48):
folks backstage DC Young Fly we did a podcast we
created with him last season called Hawk's AF love that
which is Hawks and Friends and.
Speaker 2 (09:58):
DC is we call them the Energy Coach.
Speaker 3 (10:00):
You know, he is such a big, authentic Atlanta Warren
Hawks fans, Yes, and sometimes he gets really passionate, uh huh,
and we're like.
Speaker 2 (10:08):
Okay, DC, Okay, that's great.
Speaker 3 (10:10):
But you know, you know, we're together in this, so
we're doing But you know, this is our second season
of Hawk's AF and it's amazing working with him and
just seeing how much it's grown as a platform. But
just you know, the love that people have, and so
sometimes especially in sports, there's so much passion, yes, Asso
stated with sports, and you can't necessarily tell people to
turn it up or turn it down. Yes, But I
think allowing players to have their voice and use their
(10:31):
platforms in their own way is truly important. I think
we've worked with a lot of guys now that are
doing so many great things in the community, and we
try our best to help amplify the work that they're
doing through our channels as well.
Speaker 2 (10:41):
I was watching a well ruffalo we should clap for that?
Was that was good.
Speaker 1 (10:46):
I was watching an interview you did with the CEO
of Revault.
Speaker 2 (10:49):
It was like one of the CEO conversations that he does.
Speaker 1 (10:53):
Tavio and you said, there are a bunch of questions
that you always ask yourself when you walk into a room,
like what's the problem and how can I solve it?
And what keeps you up at night? Yeah, so I
want to end with two those two questions. So first
question is what's a problem right now that you see
as you are trying to take sports branding into the future,
and how can some of the people here solve it
for you?
Speaker 2 (11:13):
Wow? Man, that's a really big question.
Speaker 3 (11:15):
I mean, I think that there's a lot happening, you know,
in the space and just with the economy and fans,
like there's there's a lot in the world and that energy,
and we talk about it internally, but you know, as
we look to the future, I'd say the thing that's
probably most in our mind right now is AI.
Speaker 2 (11:29):
Yeah. And the way that people are consuming is so different.
Speaker 3 (11:32):
So even if it's you in the past, you would
go and search something and go to Google and find
a homepage.
Speaker 2 (11:37):
Now no one is looking at a homepage.
Speaker 3 (11:38):
You're going you know, your chatbot or whatever you name
it is telling you exactly where to go, what to buy,
and so needing to make sure that we are ahead
of the curve in that way. So if you're even
curious of, hey, what's the best event happening in Atlanta today,
it's a Hawks game.
Speaker 2 (11:50):
Here's a like to buy a ticket.
Speaker 3 (11:52):
And so we have a great team of people that
are actively working on that on a regular basis. But
I think as we continue to look and how do
we adapt technology and evolve as technology evolves, you know,
getting in front of streaming, making sure that our young
fans still want to participate with us and come to
our games is something that we're always thinking about consistently
and trying to find ways that we can continue to innovate.
Speaker 1 (12:12):
So ari companies, streaming companies, listen, she got some plans.
I better help figure it out. And the last question,
what's keeping you up at night right now? Like what
are you trying to like actively get over to hump about.
You know, I hav an eleven year old daughter, and
on a regular basis, she's keeping me up at night in.
Speaker 2 (12:29):
A lot of different ways.
Speaker 3 (12:31):
But it's interesting because you know, I literally this morning
she was looking at something on her iPad and I'm like,
what is she looking at? What? Exactly is this what's happening? Yes,
and that energy is so much more of what's happening
in the world. Like I always am like, Okay, how
do I stay on top of this?
Speaker 2 (12:46):
How do I get ahead?
Speaker 3 (12:47):
And obviously being you know, super busy executive, but also
being a super busy mom. She's the thing that's keeping
me up most at night, wanting to make sure that
I can do a good job but also be able
to balance and find harmony between being able to you know,
be a great executive but also be a great parent.
Speaker 1 (13:00):
I know, marketing and strategy, but is there ever really harmony? Wait,
we're clapping for that first Clairs.
Speaker 3 (13:07):
I'd say there's never balance, But I believe you can
find harmony because the idea of knowing that everything's going
to be equal is probably not feasible. Right At some
points you gotta work really hard and at some points
you gotta live. And I think that, you know, being
able to have that flexibility between the two and being
aware of that is important. We talk a lot about
mental health and wellness within our organization and with our
teams and just making sure that we're able to support
(13:27):
them and what they need because ultimately we can work
hard every day, but we're people at the end of
the day and we're all living.
Speaker 1 (13:33):
Yes, well, I've enjoyed the comment, y'all enjoyed the conversation. Yes,
you are amazing, and keep doing the work that you're doing.
Keep having boosy they're yelling, Okay, we'd be seeing it
if we swag surface.
Speaker 2 (13:44):
Yes, and I would love to come to a game.
Speaker 1 (13:46):
And I don't know if there's anything that we haven't
touched on it you think is important to get out
in this room, But if so, we'll love for you
to just put it out there right now.
Speaker 2 (13:53):
Or if I've got everything, let me know. I think
you got it.
Speaker 3 (13:58):
But I really just appreciate the opportun being here, and
I'm really excited for the next part of the Pannel.
Speaker 2 (14:03):
I'm excited too.
Speaker 1 (14:04):
Well, y'all listen, she's gone into the future of sports
and branding, not even going She's already there. She's already
doing it. So let's celebrate her. Give it up for
the conversation with Miss Midliss of concert. Thank you, thank you,
give me up. Thank you guys so much for tuning in.
I hope you guys got as much from this conversation
as I got I mean in real time. I was
(14:26):
just I'm always so fascinated to hear from people who
actually care about people and not just care about people
because their business or because they're in the business of people.
Speaker 2 (14:39):
I know how to use people a lot, but you
guys get what I mean. I think a lot of times.
Speaker 1 (14:43):
You know, when you work in a more front facing job,
you see a lot of performance.
Speaker 2 (14:48):
You see people who are very performative.
Speaker 1 (14:50):
So it is always very refreshing to be surrounded by
people who actually have passion care but also really want
to make an impact.
Speaker 2 (14:56):
And that's all these whole global forms are about.
Speaker 1 (15:00):
Figuring out a way to trickle down success opportunity, you know,
finances and financial literacy to underserved communities and continue that conversation.
So I'm just happy to have been a part of
the conversation a Laura La Rosa. You guys could be
anywhere with anybody talking about all of these things, but
you choose to be right here with me every single episode.
Speaker 2 (15:21):
I appreciate you guys for that. I'll catch you in
my next one.
I'm a homegrow that knows a little bit about everything
and everybody.
Speaker 2 (00:06):
You know, if you don't lie about that. Right, Hey, y'all,
what's up.
Speaker 1 (00:13):
It's Lauren Rosa and this is the latest with Lauren
de Rosa. This is your daily dig on all things
pop culture, entertainment, news, and all of the conversations that
shake the room.
Speaker 2 (00:24):
Baby.
Speaker 1 (00:25):
Well, I got to recently be a part of another
conversation that definitely shook the room. I traveled down to
Atlanta to be a part of the Hope Global Forums,
which is an amazing, amazing meet up of so many
like minded people across various industries sports, entertainment, media, business, tech,
(00:47):
anything that you could think of. People were in the
room representing it. And not just people, I mean some
of the biggest and best minds in it. I got
to hear Byron Allen speak about his journey from just
being a young kid whose mom would take him to
work as she worked in television to turn it into
a billionaire TV mogul who owns so much of his
(01:11):
own everything. I also got to hear from owners of
some of the biggest sports teams in the world, including
the Atlanta Hawks, and hearing them talk about AI and
things that we should be leaning into right now made
me rethink because I'm not against AI, but I've never
been a person I was like, I want to use
(01:31):
AI so much for my businesses. If you guys can't
tell from all these conversations I keep having with the people,
I'm such a people person like I like to actually
talk to people, interact with people, see facial expressions and
body language and feeling and express emotion and key.
Speaker 2 (01:47):
I just doesn't do that for me, but I get it.
Speaker 1 (01:49):
I understand that as these new things come across all industries,
we have to adapt, and those who adapt the best
are heading up the conversations and heading up all of
the deals.
Speaker 2 (01:59):
So it was great to hear and be in this room.
Speaker 1 (02:01):
John O'Bryant, who is the creator of the Whope Global
Forums and his foundation and everything that he does with
bringing all these amazing people together, invited me down and
I actually was able to be in live conversation on
the main stage at the event with a black woman
who is when I say goals, she is out here
(02:22):
running it up. And I'm not just talking about running
it up in the sense of money, phones in your
ear and the pictures. No, no, no, no no. What
I mean is she is making real impact. She is
the chief marketing officer of the Atlanta Hawks. She's running
things over there also on the State Farm Arena side,
and she is a black woman who understands culture, people,
(02:46):
but also impact.
Speaker 2 (02:48):
I got to have a conversation with Melissa Procter.
Speaker 1 (02:51):
Let's take a listen, and it's very like I have
a friend here, Milona de Rouge, who I know, she
worked got to work with you guys as well. And
I think I tell people all the time that when
you get to get in these corporate structures and you
see how these teams are in and the investments and
all that, it just broadens your horizons. So talk a
little bit about your community footprint and you know what's
important to you, not Atlanta Hawks, but to Melissa personally.
(03:13):
What's important to you that each person in the community,
like a Milano de Rouge or whoever else, that they
walk away with when they interact with your program at
the Atlanta Hawks Stadium.
Speaker 3 (03:22):
You know, I mean, I think everyone gets to walk
away with something different. You know, a maid being from
Miami but now being in Atlanta, Atlanta means something different
to everyone, and you know, I love Even when I
met Milan we talked about our clothing line. She's like,
always want to do something in sports, and I think
the idea of you can't be what you can't see
is really important. I didn't know there was anyone who
looked like me that was a CMO of an NBA team,
(03:44):
even when I started working for the Heat when I
was in high school, right, but ultimately over time, now
that I'm in this position, I'm always trying to give
opportunities and help. You know, we do it a lot
with our community, bring in students to be able to understand,
here are people that work in sports.
Speaker 2 (03:56):
This is you know, opportunities that can exist.
Speaker 3 (03:59):
And so I think when we at the community of
through my lens, it's how do we do this in
the most credible and authentic way. We were able to
utilize all the resources and everything that we have to
help the community be better. And as an example, you know,
a couple of years ago, we had a city edition
uniform and it was the theme was Lyft as we fly.
Speaker 2 (04:16):
You know the team they're dunk and they're flying.
Speaker 3 (04:18):
We want to lift up the community as we do that,
and so we said every day at four o four
we had these amazing boards outside of our building, digital
big billboards. So we're going to highlight a local small
business at four to four every day and give them
platform that they wouldn't normally be able to have. Yeah,
and it was and it was amazing for us. And
some of the businesses were like, oh my gosh, there
(04:39):
people were out there crying on the sidewalk, you know,
in and out stuff and sampling and it was a gesture.
Speaker 2 (04:44):
But for us, it was connected to everything.
Speaker 3 (04:46):
It wasn't just about selling jerseys or selling tickets to
the game.
Speaker 2 (04:48):
It was really around how do we look.
Speaker 3 (04:50):
At that and to the idea of future proofing, you know,
sports community for us has been one of the most
important things in how we look at our business in
the past and also going forward.
Speaker 1 (05:00):
What do you think has been your biggest success in
really leaning into digital across the arena but also like
the team, what's been like one of your biggest success
points of like we did that.
Speaker 3 (05:13):
I mean, I think we have so many different ones
because when you look at digital, it could be the
things that are consumer facing, but also a lot of
what we're doing behind the scenes.
Speaker 2 (05:20):
Talk about that.
Speaker 3 (05:20):
We have an amazing chief Technology and Innovation officer, Kim
Ramido who may be here, who's phenomenal, and I think
since she's come on board and really partnered with our team,
it was how do we look at all of our
data and our analytics and all of our information through
one pane of glass where ultimately everyone can understand and
see and get the information that we need in order
to make our business better, be more efficient, understand more
(05:42):
about our audience. And so I think sometimes it is
a technology you see outside, but now I mean we're
looking at AI in a lot of really interesting ways.
How can we predict behaviors for our fans in the future.
And so I don't know if there's any one thing
that we've done. What I really am proud of what
our social team does, it's how do we look at
our technology and even things like our social platform and
new and unique ways. So I do really good at that, Yeah,
(06:02):
because I'm not like a big sports person, but like
you guys pop up on my feed because it's very
like fresh you tap into like culture and pop culture
really well. Yeah, and for us it's always how do
we lean in, But we have to understand our audience
and so even having people on the team that look different,
this diversity across the WOARLD. While obviously Atlanta is you know,
a great city for many different audiences, for us, we
(06:23):
know that diversity and inclusion is a really big part
of our brand and always has been and always will be,
and so we lean into that across. But i'd say
technology for us, yeah, across the board is consistently evolving.
Speaker 1 (06:33):
Now. I know a lot of people there's been so
many conversations across sports about ticket sales and getting physical
people in seats. I know you guys do a lot
of like initiatives to bring people into the you know, stadium,
But what has been you know, your strategy there with
just making people want to come out and actually sit
and see a game and not stream in and not
or and how do you lean in when they want
(06:53):
to stream it and.
Speaker 3 (06:54):
Not sit in a physical seat. Yeah, I mean the
world is changing very rapidly. And we'll say even with
the the way that technology is today, obviously the new
NBA deal and streaming platforms, fans can watch games on
more platforms than ever before, and a lot of them
are looking more at sports personalities and folks who are
creating content to give them the play by pay of
the game verst watching the whole game. So I think
(07:15):
for our next gen strategy, it's very intentional because in
order to get them to continue to come to games
in the.
Speaker 2 (07:20):
Future, we have to make it worth a while.
Speaker 3 (07:22):
But I will say from a ticket sales strategy, the
NBA has done a lot over the past few years.
They've created the NBA Cup, which I know is currently
going on to try to get fans interested. Obviously for basketball,
we know that once you know, Christmas hits and it's
like all right, now we're all on to the second
half of the season, getting ready for playoffs. Yeah, so
the beginning of the season, we do a lot of
different things, whether it's you know, unique platforms, them nights.
(07:44):
We've always really leaned into what's really Atlanta HBC unit
is one of our biggest knights. We're actually honoring outcasts
at our game tomorrow night.
Speaker 1 (07:51):
Spires the Rock and Roll Hall of Fame, all right
for the Rock and Roll Hall of Fame, Yeah, okay,
after introduction and so like, we always are looking at
ways that we can connect to Atlanta the city, but
find relevance for our fans to bring them in and
really ultimately it's creating an amazing experience.
Speaker 3 (08:05):
We do that better than anyone else. And so I've had,
you know, folks that travel to different teams and they're like,
when I come to Atlanta, it's a party, right, and
we really want to look at how do we make.
Speaker 2 (08:13):
This the most Atlanta experience ever.
Speaker 3 (08:15):
So we really really look at you know, consistently being
number one and game presentation across the NBA is the
way to do that, and getting people indoor and having
them want to come and experience it here because it's
a great night out at the end of the day.
Chef ge Garvin is our chef at the arena and
he's phenomenal, and so it's not just looking at it
through one lens, but across all. Now, you talked a
(08:41):
bit about the athletes becoming sports personalities. That has become
such a big thing because people have podcasts and they're
streaming and you know, all of these things. I know
it can work really well for you guys, like when.
Speaker 1 (08:52):
Your teammates or their teammates are out and they have
podcasts and people are coming on and it leads into
ticket sales, but I also know it can put actually
be crazy when they get on there and say crazy
things and now the team has to answer for it.
What have been some of your best moments and kind
of like, uh, why do we have to deal with
this when it comes to that. Just people being able
to have their own voice on these platforms.
Speaker 3 (09:13):
You know, I think we've been really fortunate to have
an amazing group of guys on our team that are
high character. You know, I think our coaching staff and
our gam we really recruit guys who are amazing, So
we haven't.
Speaker 2 (09:23):
Had a lot of those like, oh, I wish you'd
do this.
Speaker 3 (09:25):
One thing I would say is, you know, during COVID
and obviously in the summer of twenty twenty, there was
a lot going on and it was really really challenging,
and at the time, our head coach was very vocal
and was going out and doing things in the community,
and it was amazing for us as a brand because
it was aligned with what we believe and so often,
you know, not to just players, we have personalities that
are doing things. For example, I was just selling the
(09:48):
folks backstage DC Young Fly we did a podcast we
created with him last season called Hawk's AF love that
which is Hawks and Friends and.
Speaker 2 (09:58):
DC is we call them the Energy Coach.
Speaker 3 (10:00):
You know, he is such a big, authentic Atlanta Warren
Hawks fans, Yes, and sometimes he gets really passionate, uh huh,
and we're like.
Speaker 2 (10:08):
Okay, DC, Okay, that's great.
Speaker 3 (10:10):
But you know, you know, we're together in this, so
we're doing But you know, this is our second season
of Hawk's AF and it's amazing working with him and
just seeing how much it's grown as a platform. But
just you know, the love that people have, and so
sometimes especially in sports, there's so much passion, yes, Asso
stated with sports, and you can't necessarily tell people to
turn it up or turn it down. Yes, But I
think allowing players to have their voice and use their
(10:31):
platforms in their own way is truly important. I think
we've worked with a lot of guys now that are
doing so many great things in the community, and we
try our best to help amplify the work that they're
doing through our channels as well.
Speaker 2 (10:41):
I was watching a well ruffalo we should clap for that?
Was that was good.
Speaker 1 (10:46):
I was watching an interview you did with the CEO
of Revault.
Speaker 2 (10:49):
It was like one of the CEO conversations that he does.
Speaker 1 (10:53):
Tavio and you said, there are a bunch of questions
that you always ask yourself when you walk into a room,
like what's the problem and how can I solve it?
And what keeps you up at night? Yeah, so I
want to end with two those two questions. So first
question is what's a problem right now that you see
as you are trying to take sports branding into the future,
and how can some of the people here solve it
for you?
Speaker 2 (11:13):
Wow? Man, that's a really big question.
Speaker 3 (11:15):
I mean, I think that there's a lot happening, you know,
in the space and just with the economy and fans,
like there's there's a lot in the world and that energy,
and we talk about it internally, but you know, as
we look to the future, I'd say the thing that's
probably most in our mind right now is AI.
Speaker 2 (11:29):
Yeah. And the way that people are consuming is so different.
Speaker 3 (11:32):
So even if it's you in the past, you would
go and search something and go to Google and find
a homepage.
Speaker 2 (11:37):
Now no one is looking at a homepage.
Speaker 3 (11:38):
You're going you know, your chatbot or whatever you name
it is telling you exactly where to go, what to buy,
and so needing to make sure that we are ahead
of the curve in that way. So if you're even
curious of, hey, what's the best event happening in Atlanta today,
it's a Hawks game.
Speaker 2 (11:50):
Here's a like to buy a ticket.
Speaker 3 (11:52):
And so we have a great team of people that
are actively working on that on a regular basis. But
I think as we continue to look and how do
we adapt technology and evolve as technology evolves, you know,
getting in front of streaming, making sure that our young
fans still want to participate with us and come to
our games is something that we're always thinking about consistently
and trying to find ways that we can continue to innovate.
Speaker 1 (12:12):
So ari companies, streaming companies, listen, she got some plans.
I better help figure it out. And the last question,
what's keeping you up at night right now? Like what
are you trying to like actively get over to hump about.
You know, I hav an eleven year old daughter, and
on a regular basis, she's keeping me up at night in.
Speaker 2 (12:29):
A lot of different ways.
Speaker 3 (12:31):
But it's interesting because you know, I literally this morning
she was looking at something on her iPad and I'm like,
what is she looking at? What? Exactly is this what's happening? Yes,
and that energy is so much more of what's happening
in the world. Like I always am like, Okay, how
do I stay on top of this?
Speaker 2 (12:46):
How do I get ahead?
Speaker 3 (12:47):
And obviously being you know, super busy executive, but also
being a super busy mom. She's the thing that's keeping
me up most at night, wanting to make sure that
I can do a good job but also be able
to balance and find harmony between being able to you know,
be a great executive but also be a great parent.
Speaker 1 (13:00):
I know, marketing and strategy, but is there ever really harmony? Wait,
we're clapping for that first Clairs.
Speaker 3 (13:07):
I'd say there's never balance, But I believe you can
find harmony because the idea of knowing that everything's going
to be equal is probably not feasible. Right At some
points you gotta work really hard and at some points
you gotta live. And I think that, you know, being
able to have that flexibility between the two and being
aware of that is important. We talk a lot about
mental health and wellness within our organization and with our
teams and just making sure that we're able to support
(13:27):
them and what they need because ultimately we can work
hard every day, but we're people at the end of
the day and we're all living.
Speaker 1 (13:33):
Yes, well, I've enjoyed the comment, y'all enjoyed the conversation. Yes,
you are amazing, and keep doing the work that you're doing.
Keep having boosy they're yelling, Okay, we'd be seeing it
if we swag surface.
Speaker 2 (13:44):
Yes, and I would love to come to a game.
Speaker 1 (13:46):
And I don't know if there's anything that we haven't
touched on it you think is important to get out
in this room, But if so, we'll love for you
to just put it out there right now.
Speaker 2 (13:53):
Or if I've got everything, let me know. I think
you got it.
Speaker 3 (13:58):
But I really just appreciate the opportun being here, and
I'm really excited for the next part of the Pannel.
Speaker 2 (14:03):
I'm excited too.
Speaker 1 (14:04):
Well, y'all listen, she's gone into the future of sports
and branding, not even going She's already there. She's already
doing it. So let's celebrate her. Give it up for
the conversation with Miss Midliss of concert. Thank you, thank you,
give me up. Thank you guys so much for tuning in.
I hope you guys got as much from this conversation
as I got I mean in real time. I was
(14:26):
just I'm always so fascinated to hear from people who
actually care about people and not just care about people
because their business or because they're in the business of people.
Speaker 2 (14:39):
I know how to use people a lot, but you
guys get what I mean. I think a lot of times.
Speaker 1 (14:43):
You know, when you work in a more front facing job,
you see a lot of performance.
Speaker 2 (14:48):
You see people who are very performative.
Speaker 1 (14:50):
So it is always very refreshing to be surrounded by
people who actually have passion care but also really want
to make an impact.
Speaker 2 (14:56):
And that's all these whole global forms are about.
Speaker 1 (15:00):
Figuring out a way to trickle down success opportunity, you know,
finances and financial literacy to underserved communities and continue that conversation.
So I'm just happy to have been a part of
the conversation a Laura La Rosa. You guys could be
anywhere with anybody talking about all of these things, but
you choose to be right here with me every single episode.
Speaker 2 (15:21):
I appreciate you guys for that. I'll catch you in
my next one.
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DJ Envy
Jess Hilarious
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