I'm a homegrow that knows a little bit about everything and everybody.

You know, if you don't lie about that.

Right, Hey, y'all, what's up.

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.

Baby.

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, 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 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 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.

I just doesn't do that for me, but I get it.

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.

So it was great to hear and be in this room.

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 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, but also impact.

I got to have a conversation with Melissa Procter.

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.

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.

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, 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.

This is you know, opportunities that can exist.

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.

You know the team they're dunk and they're flying.

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 people were out there crying on the sidewalk, you know, in and out stuff and sampling and it was a gesture.

But for us, it was connected to everything.

It wasn't just about selling jerseys or selling tickets to the game.

It was really around how do we look.

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.

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.

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.

Talk about that.

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 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, 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 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.

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 to stream it and.

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 for our next gen strategy, it's very intentional because in order to get them to continue to come to games in the.

Future, we have to make it worth a while.

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.

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.

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.

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.

This the most Atlanta experience ever.

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 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.

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.

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.

Had a lot of those like, oh, I wish you'd do this.

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 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.

DC is we call them the Energy Coach.

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.

Okay, DC, Okay, that's great.

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 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.

I was watching a well ruffalo we should clap for that?

Was that was good.

I was watching an interview you did with the CEO of Revault.

It was like one of the CEO conversations that he does.

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?

Wow?

Man, that's a really big question.

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.

Yeah.

And the way that people are consuming is so different.

So even if it's you in the past, you would go and search something and go to Google and find a homepage.

Now no one is looking at a homepage.

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.

Here's a like to buy a ticket.

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.

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.

A lot of different ways.

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?

How do I get ahead?

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.

I know, marketing and strategy, but is there ever really harmony?

Wait, we're clapping for that first Clairs.

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 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.

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.

Yes, and I would love to come to a game.

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.

Or if I've got everything, let me know.

I think you got it.

But I really just appreciate the opportun being here, and I'm really excited for the next part of the Pannel.

I'm excited too.

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 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.

I know how to use people a lot, but you guys get what I mean.

I think a lot of times.

You know, when you work in a more front facing job, you see a lot of performance.

You see people who are very performative.

So it is always very refreshing to be surrounded by people who actually have passion care but also really want to make an impact.

And that's all these whole global forms are about.

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.

I appreciate you guys for that.

I'll catch you in my next one.