Marty Hill: When you think about their entire lives built up to this one moment, and you're responsible for giving them that experience, that's the pressure.
Nate Spangle: Yes. You join the family business, you get your first collegiate project and you're redoing all of the signage in one of the most historic venues in America.
Angela Hill: It's not an experience until you add those visual elements, because that's what makes it a big stage when the student athletes walk out. It's a moment.
Nate Spangle: Where has that moment been where you've stopped? How in the heck did this start from your dad's basement 40 years ago?
From South Bend to Evansville and everywhere in between. This is Get IN, the show focused on the Hoosier State and the incredible stories happening here today. I'm Nate Spangle, founder of Get Indiana, and I will be your host for today's conversation. getindiana.com is your one-stop shop for everything Indiana.
From festival and event guides, to blog posts covering hidden gems, local businesses, small towns, and more. Check it out and learn something new about the Hoosier State@getindiana.com. And don't forget to subscribe to our weekly newsletter right there at the top. Marty Hill is the President of Sport Graphics, an Indianapolis-based company specializing in sports branding and environmental graphics for major events like the Super Bowl Final Four and the College Football Playoff.
Now he joined the company in 2004 and before Sport Graphics. Marty held sports marketing and business development roles with Andretti International, the IndyCar Series, and the Indianapolis Motor Speedway. I'm also joined by Angela Hill. She's the president of Section 127. A creative studio specializing in events, experiential design, and branding for sports education and corporate clients.
She has worked with organizations including the NCAA and the NBA developing brand experiences for major sporting events. Section 127 partners closely with Sport Graphics to bring large-scale event branding to life. I'm really excited to dive into the history of this 40-year-old business, how they help dress not only Indianapolis, but other major metros across the country for the biggest events, whether it's the Super Bowl, whether it's the Indy 500 or.
Coming up Final Four here in Indianapolis. I'm so excited. Everyone, I think that listens to this, has seen your work. At some point, we're gonna get into what you guys do to bring the JW Marriott to life. But before we talk about that, I wanna hear about the foundation. What started this business 40 years ago, Angela?
Sure. So, uh, my father and mother started the business out of our basement. Um, my dad worked at, it was a company no longer, uh, Cornelius Printing commercial printer. Um, the sports movement was kind of just starting out, and that company was a family owned business as well. Didn't have a ton of interest or belief that sports were gonna be a thing in Indianapolis, and my father thought otherwise.
Yeah. So, uh, he was in his forties, three kids went to my mom and said, I'm gonna do a thing. And here we are today.
No way. So quit. Quit his old job.
Quit his old job. You know, I like to say my mom is the OG work from home because she raised us all and had an office in the basement. Um, and I used to play office in her office.
It was great.
That's incredible. Wait, so and you were, I think you said you were seven at the time.
Yes.
So you're seven and your dad quits his old school like printing job to go venture off doing Sport Graphics.
One of his first clients was USA Gymnastics, uh, as well as Pacers Sports & Entertainment followed by, hey, the Colts are moving here overnight, they need a printer.
And like, what were the products? Because today the products look a little bit different. Yeah. They look, you know, 70,000 square foot bracket activations. But back in the day, 40 years ago, were they more like handouts? Were they more posters? What'd it look like?
Sure. So if you think back in the day, like the eight and a half by 11 game programs, you know, those still exist, but at a much smaller scale.
Think about there was no internet, right? So record books were printed. I mean, the amount of manuals on the rules of how to play the game. Um, the referee manuals, everything was printed at that time. Yeah. So they had huge Komori presses, um, in the building and that's what they did.
How did your dad go from starting this in the basement to like get a physical product out there?
Did he have to like buy an actual physical printer?
So he first started out brokering. He basically was able to earn the trust, I think of those clients. Again, he will always say, and we will always say relationships are where it's at. And um, once he got to a position where he thought he could invest in some equipment, he did, um, much smaller equipment at the time and then acquired another business for their equipment, for their people.
Was he a designer by trade? Like where was the magic?
the furthest thing from a designer. Oh, I think he was a good salesman.
Hey, I mean, half that matters and being reliable. Sure. I think that it's one piece, like getting your foot in the door. Hey, we specialize in all things. Sport printing, sports printing, all that jazz.
But then being able to deliver a quality product on the backside starts to earn that trust.
That's who he is. Yes, for sure. Yeah. I mean, his, his motto is, give people what they want when they want at a fair price. He is not yet. Failed doing that. And, and I think that means a lot to our partners where, uh, I think you were getting to that.
The partnerships are huge. Um, but we, that foundation keeps us solid and, um, as long as we're sticking to our core, I think we're gonna be fine. Yeah.
Okay. Angela, where was the first memory you have of seeing something that was produced from this basement business out in the real world?
The program at a Pacers game, um, I was actually talking to someone about this, so Market Square Arena, they used to have a little VIP room, I think it was called Pacer Pride Room.
And I would sit in the corner and hang out while my dad was networking around the room, and I'd look at the program and it was the coolest thing ever. So,
yeah, I mean, how cool. Like a lot of people, a lot of young kids, like, don't get to see their parents in action, you know, like you're. A nurse or a surgeon or a trash man or whatever your career might be, it's not always that your kid can see the fruits of your labor.
Sure. And this is one where he is like, you're there and you're probably like trying to watch the game and your dad's like analyzing this like handout. Like do you see that perfect fold right there? Like this is, this is crisp print right there. We
still do that to this day. Anybody who works for us will tell you, you can't go and watch an event anywhere.
You can't go to a sports arena and not completely dissect what they have done and honestly make recommendations for how it could be better.
Well, yeah, because today it's not just the handouts, it's not just posters. It's not just like what traditional printing. Was, it has evolved so much. Where did that evolution into full brand activation, signage, the whole nine yards, where did you see the business start to turn into more of that experiential marketing aspect?
Honestly, it started with the Colts. Um, they were unhappy with their signage provider at the time, is my understanding of the story. And so they knew, again, it goes back to getting sports, right? Like the game's on Sunday, it's happening. Like you have no other choice but to get it done and get it there. And so they were, um, open to him looking at their signage plan and um.
So he started doing signs. Yeah.
Would this have been like, how far after this? Pretty early on.
Yeah. This is, I mean, kind of when we came on, so, mm-hmm. I mean, he was looking at, when, when he was looking at, you know, he brought Angela on to kind of take over the NCAA, uh, for them. But he is also looking at, Hey, listen, this is all trans, this is all moving for moving away from commercial printing and going into this brand side.
And he had all these sports. Uh, partners and he's saying, Hey, listen, we need to look at this other thing, but not really sure how to get there. And so you start bringing in people from different backgrounds. So he was, he brought myself in, you know, Keith Hendricks, Brad Carlson from uh, uh, Indiana Sports Corp to kind of say, Hey, okay, here's where we're going.
How do we get there? And so that's what we're
doing. Yeah. When you talk about, uh, like being able to see the trends. So one thing, Indiana was a pioneer from, you think like the Jim Morris days and the Indiana Sports Corp. Yeah. Like we were the first commission specific to sport.
Yes.
Right,
right. And like attracting, you know, we wanted to be the amateur sports capital of the world.
We wanted to host the biggest and best coolest sporting events. And to build in that niche of like, Hey, we're not just your printing expert, we're your sports signage. Expert, we're the graphic expert for this. I think that's really, really smart.
You know, if anything, I would say expert. Sure. But also partner.
Um, and so it really, uh, Sport Graphics kind of organically grew simply from what the clients needed that wasn't being fulfilled within the Indianapolis market.
Wow. Okay. So I want to know then, you guys both joined a around the early two thousands? Mm-hmm. Okay. So early two thousands, one major thing that was happening was Lucas Oil Stadium.
A Super Bowl was coming to town. Like we, we were just starting to be like on the precipice of hosting insane events. Like, I mean, a decade prior. We had had the Pan Am Games, which is obviously very, very cool, very instrumental in like proving out that Indianapolis could host big events. Mm-hmm. But you guys probably joined right before things got.
Insanely crazy. Yeah. What was, what were the big projects and stuff that you were working on in the mid to late two thousands that kept you guys energized on Sport Graphics?
I was in at transition stage, so I was in racing, my background was in racing, um, as far as on the sales side, marketing side, that kind of thing.
And so I was working for, um, a company called, um, a Stellar Sponsorship. It was a, it was a agency of record for Chevy for, um, all the Chevy IndyCar teams.
And so, anyway, Chevy was making a transition, so I was gonna have to like, move to Daytona or Charlotte or New York. And so I was looking at going to New York and Angela was in, uh, Chicago at the time, and she was moving back. And at that point I knew that, uh, we so on there, but I would, I knew that I wanted to marry her and I knew that her coming back here, her coming back here and me leaving was gonna be detrimental.
And so I was like, Hey, what can I do here? And she's like, Hey, my dad's, here's what's going on here. Just meet with him. And so I didn't, um, you know, it didn't take long. I mean, I. Working for your father-in-law or future father-in-law at the time? I'm not sure. That was at the top of my list of things I wanted to do.
Really putting all your eggs in one
basket there? Yeah. And I'm like,
well, and I would also say my two brothers.
Oh, and our two brothers. Yeah. So I, I wasn't sure that's really what I wanted to do, but listening to him and where he wanted to go to be a part of something from the ground floor is what, that's why I, when I, I left Andretti and I went to IndyCar.
It was brand new. It's like you could be part of something and grow it from the, the bottom up. And so this was kind of that thing. So I was like, Hey, you know, why not? I mean, if this works and her and I are gonna be together, at least let's try this and see where we're going. And that's kind of where I started.
And the rest is history. The rest is history. Here we are.
Yeah.
Yeah. Talk about, you know, you put literally the whole, all the chips on the table on that one. All the
chips on the table.
Okay. Angela, what got you? Like, were you always from the beginning, like, can't wait to come back home and join the family business?
No, not at all. I never wanted to be a part. I thought it was cool and I appreciated what it taught me and, and some of the opportunities it afforded me. But that just wasn't my thing. I was into advertising and marketing. I wanted the agency that had the pool table and the dogs running around. And so, um, I went to Ball State University and after there I moved to Atlanta for internship with the.
PR firm and then ended up working at an agency. Then a client from Atlanta hired me to move to Chicago. And so just a little bit of here and there. Um, and then Sport Graphics started to get into graphic design. And so, um, they had some clients who came to them and they were like, okay, you get it. You can't have a summer Friday.
Like, we need somebody who can do stuff on Fridays because things happen. Like, one of my favorite stories, it's a little unrelated to design, but it was when the, um, brawl happened up in Michigan and Ron Artest, you know, got suspended. Well, he was on the cover of the next program for the next game. So people had to literally come in and rip off.
The covers of the programs and they had to put a new cover on. And so again, no way, we don't like to talk about those times, but there is something to be set about really having a foundation and knowing that, again, the game's gonna happen. Things are gonna happen, you know,
and, and think about if you didn't use a local supplier and those were in transit.
Right. You know, if those were getting shipped from some major hub manufactured somewhere else. Created somewhere else, and you're like, okay, we have to intercept the UPS truck here and then like find a warehouse. Yeah. Or it's just like, Hey, sorry, we can't do anything. We're
not doing them. Yeah,
yeah. Sorry.
Like this is what you ordered. Like we're just gonna, you're just gonna have to like get over it, rip it off yourself if you want. Yeah. And so being able to be of that local, trusted partner there to deliver in a big way, I think that's really important and definitely not something. That is top of mind for everyone when they're thinking about, you know, when you're thinking about your printing partner as like your pace for sports entertainment, you're like, well, what if there's a brawl and we have the wrong and there's a player?
We gotta make that. That's, that's a crazy story. Malice at the Palace. That's
the malice, the Oh, yeah. Yeah.
We don't talk about
that. Yeah. You know, I mean, I think they've made amends.
Yeah. Yeah, for sure.
Um, so you start to see more graphic design coming into Sport Graphics and you start to make the transition to move from Chicago back to Indianapolis.
Yes.
Were you excited to move back to Indy? Like sometimes people, like when they spend time in Atlanta or they spend time in Chicago, they're like. Painstakingly like, well, I have to come back for family. And other times people are jazzed up. Like I'm, I've seen other places and it makes me more excited to live in India.
Indiana is a great place to grow up and it's a great place to come back to. I always encourage anybody that I meet who's young, I'm like, get out. Go see what else is out there. Um, be a professional, a young professional in a large city. Go somewhere small, follow the opportunities, but when you're ready to settle down, and again, we were getting more and more serious.
Indianapolis was kind of made sense and the opportunity made sense and I knew that I would be given, you know, a lot of room to kind of flex and, um, it was just a great opportunity.
Yeah. So this was, uh, what, what year did you join
2004.
So you guys, you know, had been working there. What was, what were the big projects and stuff that you were working on in the mid to late two thousands that kept you guys energized on Sport Graphics?
Well. I like to say or tell the story of the first event that Sport Graphics ever did was the Women's Final Four at the RCA Dome.
Oh.
So if you can imagine, um, we brought in people from Atlanta who were in the signage and event world, um, and we were like, Hey, we've got an opportunity here. Let's figure it out.
And get it done. And if you could see like the way that that came together versus how it comes together now is a completely different story. Um, but yeah, started out big, started out strong.
Yeah. Yeah. I think the other most important thing is too, 'cause we talk about professional sports a lot, but a big part of what we do too on our end is, is collegiate sports.
So I was excited about, I mean, I'm, I'm an Irish fan, I'm an, you know, I'm an Indiana boy who's Indiana basketball, Notre Dame football guy. And I know people are gonna, you know, say what they say about that. But, um, but we worked with, um, my first project, collegiate project, um, was, uh, with Notre Dame where we, um.
That we redid the, uh, redid the stadium. Rebranded the stadium. And so it's since been changed. But
when your first, your first project,
right? Yeah.
Collegiate.
Collegiate
project. Yes. You joined the family business, you get your first collegiate project and you're redoing all the signage in one of the most historic venues in America.
Yes.
Like hallowed ground where people try to like sneak in and just get a picture. Yeah. Just like touch the turf. Like
touch it. No, and, and no, and it was, it was a dream come true. Bernard Muir was on staff there. He's now the ad at, at Stanford. Um, and he and I became friends and, and so we talked about it.
'cause I, I came from, myself working for the Speedway, which again, hollowed ground, what it's like to be there, the understanding of that brand package and what it looks like. And I said, listen, I, we can do that here or we can do that. And he's like. Let's do it and yeah. And so then that, so now, I mean our clients on the collegiate side are huge and um, and so that's a big part of our business.
Yeah. I mean, your clients on the collegiate side are literally college athletics.
Yes.
Yeah. You know, like the NCAA. Yeah. You know, have you ever heard of them? They put on this huge tournament
Well,
in March.
Yeah. I think what's cool for us is that if you think about it, so let's just say we're designing a championship.
Um, and so we start a year and a half out and then whatever team wins the championship, so let's say Indian or IU football, right? So then we're working with the school to update the branding at the campus to incorporate the fact that they won the championship, right? So it's not only the event, but if we work with the school that actually won the event, we, um, are updating their branding, whether it's swimming, football, basketball.
Yeah.
So, and then you look at, and then you're following coaching changes.
Yeah.
Right? So that's big thing for our partners that we're working with. So a coach will come in, say ti when Coach Cig when he came, came in's, he's gonna make this all, you know, his 'cause guys come in and they have their, you know.
You know, their verbiage and what they wanna say and the things, they motivate the team. And so that needs to be stripped. And then the guy, and then somebody needs to come in and redo that. Yeah. So, so we're following all of those trends as well with our partners to make sure that we're supporting that type stuff.
Yeah. You know, you think of like the, the words in the weight room or words in the locker room or whatever. Yeah. Like we're about grit or passion or
determination. The first thing the new coach does is come in and say, take it all out. Take all down. That's not my thing.
You know where, yeah. I was gonna say, you know where you probably wouldn't have loved is Florida, new Florida football coach says.
Nothing, you guys haven't earned the, you haven't earned the shot. It's
crazy.
You haven't earned any of this yet. One day you'll earn the logo, but right now you just practice in plain blue shirts. Love it.
Yeah,
I think I, I love it. I don't need it for like a culture thing. It's like, especially when you have a lot, a long way to go.
Yeah. I mean, you talk about that. What I am curious about, so obviously today you have Sport Graphics and you have Section 127, more Section 127 being more of the design and the creative side of that. Sure. Where did that split or, or. Separation kind of come from.
So it was about 10 years ago. Um, and I just kept hearing people say like, oh, they're the ones who put the graphic on the side of the JW.
Oh, they're the ones who did this. And I'm like, no, we're the ones who thought of the idea to put the graphic on the JW. And so the first one ever was the Super Bowl, I would say in terms of credibility in the industry. It was a design studio on the second floor of a manufacturing facility. So not too many people, um, or talent wanted to come to the east side and work on the second floor of manufacturing facility regardless of what kind of work we did.
Even if you had kombucha on tap and on Fridays or whatever, you know,
a thousand percent. Yeah. So, uh, came up with the idea to spin off. The creative division knew it needed to come under a new name. So Section 127 was born. Um,
why Section 127? Okay.
Oh geez. This is a story. I gotta
tell this story.
So. You want me to tell it?
Yeah, you gotta tell this
story. Yeah. Okay. So, um, again, so think back to Sport Graphics. And so you have my dad in one office, I'm next to him, brother, brother, uh, husband fiance, depending on the time. Um, and my dad was very old school, and so we're talking phones, right. And I don't know, a hundred thousand square foot plant.
And I could be in the office next to him and if he wanted to talk to me, it'd be Angela 1, 2, 7 throughout the whole plant on
the intercom,
right?
Yeah.
Or if it was the guy in the back, you know, like, uh, Darren 1, 2 7. Then Darren would come walking down the hallway. We, we, we call
it getting one, one twenty seven.
Yeah, we made it a verb. And so, because one, two seven was his phone extension.
Yeah.
And so that meant you better call him or you better walk down the hallway. So
No way.
Yeah.
Wow. 1 1 2 7. 1 2 7. Yeah. I like that. Thanks. That guy in the old, like, where you couldn't just like text someone or like Oh yes.
Microsoft teams different times. Teams or whatever. You're like, everyone here is. Angela 1, 2, 7. Yeah. I'm
like, I'm right next door.
That, yeah. That means come down and see me. Yeah.
Yeah.
Wow. Okay. That's a fun one. Yeah. Um, and you had been doing very creative work. Even you, you talk back, I mean, the entirety of it, especially, what got you there in the first place was the creative graphic design.
This evolution of, I say like today, you think about the term activation. You think about the term of like the patron experience, like what you see, what it, you know, how that feels, the vibe, the ambiance, the whole nine yards. Uh, again, one of the big opportunities you guys got to be involved with this was with the Super Bowl in 2012.
In 20 11, 20 12. People are, people in the comments are gonna be like, it's a 2011 Super Bowl, or whatever. Mm-hmm. Talk to me about the process that it takes. From a signage perspective to outfit a city for a Super Bowl,
I would say that the same philosophy applies to any event. So, you know, we just did the Big Ten Women's, the Men's Championship is going on right now in Chicago.
Did both of those, it's just at the scale, right? So we did a Super Bowl, uh, when it was in New York City, and you're basically decorating New York City as well as New Jersey because it's crossing lines, right? Where fans are staying, where the game's actually happening. So it really starts with getting on site to the venue, walking it, deciding what opportunities are there.
So, so let's take from the beginning. Indianapolis wins the. Probably at four years in advance, two years in advance. How, like how long did we know that we were gonna be hosting?
Uh, I think it, I think it was probably four. Four or five? Four.
Yeah. Because I think we had Allison Melangton. Yeah.
And she talked about be like being on or being an observer in, of a committee. 'cause I think she like led up. She's Super Bowl.
Yeah. Yeah.
She's
fantastic.
Yes. So she's a boss. You have Yeah. Yeah. She's absolutely, absolutely. The boss stud. Uh, so you talk about four years, they're like, okay, we're hosting a Super Bowl.
You guys are in charge. Like what? You were in charge of signage, graphics, like the whole, everything. What do you call that,
Allison? LinkedIn, when they start. So then now the committee starts to form, right? Mm-hmm. And so now you have your local organizing committee and now you gotta find support. You gotta find money, you gotta find all those things first, right?
And so. Then once you get that done, then you're looking at, because the actual, you know, execution of the event doesn't start till about, maybe if it say it's, say it's five years in advance, it's probably not starting till about two and a half years out, something like that. Where you start picking who's gonna play and where you're gonna play.
And so then you're, then once that hits, they started deciding, okay, you guys are here, you guys are gonna work on the brand package.
So you we're putting together the brand package for Indianapolis Super Bowl.
Right. Right. So way it starts is that, so we are the partner for Indianapolis and the assets of where Indianapolis is deciding where things are going, and then the NFL that time is deciding what they want to do so they can do and use whomever they want.
Right. So that's when they, you get connected whether they want to use or not, they can decide that, but at that point they said, yes, we're gonna use you. And so then we're doing the full grand package and then, then it starts from there.
So now you're working with not only Indianapolis, you're working with the National Football League?
Yes.
On. All of the branding, the brand package that's coming together for the Super Bowl in 2012. Holy. So where do you even start? What's the first kinda dominoes? What's the first steps you have to take to bring this to life?
Not for that Super Bowl in particular, because that was one where the visual identity was done by the NFL.
Um, but for one where we're creating the visual identity, you know, we're exploring the city, we're looking for the things we need to highlight. Um, and then you have to think through all the applications, right? It's digital, it's printed signage, it's, uh, the sponsors that are going to be tied to it. And so, um, we start building out all those elements that come together and play together, um, to be implemented across the city.
And at some point, someone has the idea to make what I would call non-industry term the world's largest billboard. Yeah. Yes. At some point someone decides, has the idea, raises their hand in a meeting and says, what if we put. The logo, the graphic, the Lombardi Trophy on the side of the JW Marriott.
Yeah,
so if you think back to that, uh, Indianapolis had hosted some, some sporting events, obviously prior to the Super Bowl, but the magnitude at which the NFL took over a city, I'm not sure, had been experienced to that level.
And so I remember the initial brand opportunity guide had, uh, the Salesforce Tower. I mean, it had buildings all over and Indianapolis had always been known to be a little more conservative, I think, in what they would allow in terms of branding and sponsorships to keep the city clean. Um, and so I think just getting the permission to do it once and then it was like the most tweeted photo in the world that day.
I mean, wasn't it? Okay, couple things. One, who's, who put their hand up originally?
You know,
was it your idea?
No, I want Who's idea? I mean, I'm happy to take credit for, like,
I wanna know who said, like, what if we put the Lombardi Trophy on the side of the JW?
I, you know, a lot of those things, I, I honestly do not remember, um, who it was or I would fully give them credit.
Um, it's a lot of people in a room just kicking rocks and trying to figure out what's gonna land and looks best. And then, you know, sometimes we call Sport Graphics that dream killers because we come up with this massive idea and they're like, you can't do that. And we're like, tell us why we can't do that.
Yeah. Like, let's figure that out. And so, yeah. You know, um, that's where the bracket came into play and like live updating it as, you know, the, the tournament progresses. And so it's a thing, but I
think that's what makes us, you know, makes us special, how we work together. When she talks about dream killers, you know, um,
they also,
well, I need to fulfill
a lot of,
I need as to talk about that.
So, so our job, their job is to, to push boundaries as far as I can go. What's needed to communicate this brand, this immersive experience for whatever event that we're working with. Um, our job is to make sure it can be executed.
Yeah.
So they're, they're like saying, Hey, you, if you're gonna do it this, you have to do it this way.
Yeah. 'cause to actually make it happen. So when she talks about dream killers, we're like, all right, before you send this to the client, let's make sure that we can execute it.
You know, who also, this is a crazy connection. You know, who also has a similar, uh, production style of this with, with two independent kind of studios?
Mm-hmm. Is MrBeast
Oh, oh,
the ideation side of MrBeast videos. He doesn't let them be connected to the production side of it because it limits, yeah, because you wouldn't dream big enough, right? Right. Because if you're the same person, and I think about this a lot when we come up with our video ideas, and it's like, if you're the same person that has to like haul a bunch of, you know, bananas up 10,000 feet, it's like it can be done.
It's not like it's impossible. It just sucks. Yeah. You, I don't wanna
do
it. I don't want to be the, and you're trying to, like, you wanna do it in like, people's brains just go to efficiencies and you're like, oh, do we have, could it be 1000 bananas? Like, what's difference between? And it's like, no. Mm-hmm.
10,000 is way cooler. And, and so he separates out his, uh, creativity side with the execution side and like, basically you have to get feasibility and all that stuff, but once you turn that over, it's like, great, you have the idea now your job is to help make this happen.
Yeah. Right. That, so that was another reason why we started Section 127 because we were in the room giving creative pitches.
And a client said, uh, it was in one meeting. And they were like, well, we know you won't do that because Sport Graphics can't execute it. And I was like, oh, whoa, whoa. So, um, again, it's kind of like light bulb opportunity here. Like do people think we design just for what they can produce? And so really moving out of the facility again, separating out those two things.
We work with vendors all over the country. Yeah.
Mm-hmm. Who got to pitch the idea? Like who was in the meeting with like, I dunno, it was Roger Goodell in there and you're just like. Excuse me. I like believe that we should do a giant Lombardi Trophy. Like who got to present that idea? That's so cool.
It was our creative team at the time.
So it was the creative division of Sport Graphics. Yeah. So they go in, but there's so many players involved. Yeah. That the city has to give approvals. You have to make sure that you can actually do it. It had never been done before.
I would love to be a fly on the wall of like one those creative meetings.
'cause I think of the craziest ideas where it's just like,
oh
yeah, you're always
welcome.
Yeah. I
would love
this. Come on over. Love this. I would like, like, uh, I thought one of the best ones recently of like an activation style was when Blue put a jet ski on the canal and dyed it like dark blue and was like ripping around for his birthday or whatever it was.
And I was like,
yeah.
That's great. That's so cool. Yeah. And it's like, who, like Trey, shout out. Like being able to put that whole thing together and like, you have to ask the question at some, like at some point someone has to stand up in the meeting and say, hear me out. Mm-hmm.
Mm-hmm.
Giant Lombardi Trophy.
Right? It's
so cool.
Well, and that's where, you know, shout out to the staff at Section 127 and Sport Graphics. Like, our talent is people, right? Mm-hmm. It's their minds. Mm-hmm. It doesn't shut off. You know, they might think of an idea while on a run or out to dinner, like it's just crazy. But there's, they're wonderfully talented.
Well, you spent, you spent some time with Jim. I mean, you get an idea of like what our team is like and, and how engaged and invested in what we do. Like he, you know, he, you could probably get his energy about what he was doing working on the JW and, you know, that's, that's the gold that, that, that is our secret sauce there is our people.
How nervous were you all when this gets approved? So City says yes. NFL says, yes, everyone's okay. We're good. Go do it. How nervous were you trying to put this together?
Incredibly, but I also think we leaned on. We were never afraid, and I think that's what helped us build the business, was to lean on people who had done it before and say, Hey, basically like, come into this project with us.
We've never done this, but we promised them we'll do it and let's figure it out together.
That's a lot of entrepreneurship I feel like is like a little bit of, uh. Like overcommitting of like, Hey, yeah, we can figure that out. But then the, the sweet spot is being able to deliver on what you say you're gonna do.
Oh,
for
sure. Frank, my father said yes to everything and then he was like, figure it out guys. Yeah. And so we have figured it out. Yeah. Over the years. Dialed that
in. Okay. So you go through, there's a lot of math, there's a lot of obviously designing the, you know, the actual imagery, but then there's math, knowing about how the install, I literally, I learned, I spent 90 minutes learning about the drops.
Oh yeah. Of like the stage and the motors and the whole nine yards. And learning that Indianapolis doesn't have like a skyscraper rescue team. And so like, you have to get trained stage operators that know what they're doing, and they have like, lifelines strapped on top of the Oh yeah. Like, talk to me about the first time someone goes up on the side of the JW and you're just standing there like, oh my gosh,
what's
going
on?
Yeah. It's, it's a little crazy. So, I mean. On our side, you know, it gives me a headache. Even think about what the team does is we, we talk about putting this together, but just giving kind of a high level of view of this. I mean, it is a big puzzle, right? And so you have 52 inch by 30 foot long panels. That are rolled and put in a box and they're labeled.
And so these guys sit out and they grid out on, on paper one, a two, a three, a four. Like think
about that. The guy's just putting the product in the box Yeah. Is super important to how goes down. 'cause
you can't see what you're putting up when
you, you're up on the swing stage. Yeah. So you, you're trusting that the guy's labeled these things.
And so you have, you have spotters down the ground. You have the guys in, in, in the stage. And so you're laying panels and so you can't see what you're laying, you know? Right. You're just laying a panel and so you're hoping, and you know how you're supposed to lay and how it goes. And so there's guys on the ground that are watching to make sure that Yeah.
The image working Okay. Got it, got it, got it. But they're just laying, they're just laying a big puzzle on the side of a building
and they're just so close to, it's literally you can't see the forest through the trees. Right. Like you're just putting this one dropdown.
Yep.
Right. And you're hoping, I hope this all matches up.
Yeah. And so when they start installing. The Lombardi Trophy, the first one. When, where are you standing? What are you doing? Like, are you like radioing to someone? Are you there? Are you like somewhere hiding?
The JW is one piece of the puzzle, right? Yeah. So we are creating this brand experience for the entire city.
So, you know, from the airport, from whether you're driving in, flying in, whatever that may be, we're starting an experience there. And this is, has to be incorporated as a part of that. So we're not, we're letting our teams do what they're doing. So you cannot concentrate on what you have to move on. Move.
It's great. But
we were not standing there. We don't have time
for that. No, no, no. We, no. We have so many things that have to be done now When you're, when it's done, everybody looks at it and goes, holy cow. That's amazing. Yeah. And then we gotta go back to work.
So what are the other like assets that people might not think about?
Like everyone, see, I mean, again, that, that Lombardi Trophy was on the front page of the New York Times. Mm-hmm. Right, right. Like it was the most tweeted photo for one of the Yeah. Like this is insane. That's amazing. Yeah. What are the other things that. That are very important aspects that people might not think about.
Well, so I always like to say good design is felt right. And so take it as minimal as way finding our directionals at an event. So if you can read it, if there's enough of them to guide you to where you're going, you're happy, you're, you're, you're feeling good If the letters are too small, if there's not enough, like that impacts your experience.
And so you want people to walk away. Um, you know, we have ADD and game time right now, the Pacers program, um, where we have just basically a completely dark venue and it's like, it's not an experience until you add those visual elements, because that's what makes it a big stage. That's what. The student athletes walk out.
It's a moment. Right. And so, um, that's honestly one of my favorite parts about being on site for an actual championship is that first moment when they get off the bus Yeah. At the stadium and they walk in. It's just crazy. All phones are out the
right. You think about, we have kids that play sports and you think about their entire lives built up to this one moment, that one moment they walk off the bus and realize they are there.
Yeah.
And, and you're responsible for giving them that experience that that's the pressure, right?
Yeah. Yeah. And you're gonna be in somebody's memory box one day, they're gonna be sitting with their kids and pull out a photo. It's just, it's incredible.
And like their name plates on the locker.
Oh yeah. Oh yeah.
So
making sure you had triple check spelling.
Talk again about Oh my gosh, another. Locker room nameplates are a thing,
right? The hotels, right. You talk about something like Final Four coming up. Mm-hmm. And like each individual hotel becomes a team headquarters. Right?
Right. So the Final Four is actually the shortest turnaround time from when you know the teams who are actually advancing to the championship to when they arrive on site.
So on Sunday we find out who's advancing, um, in the tournament, and their team might arrive Tuesday morning. So things have to be produced, installed. Like the Super Bowl is, um, I would never say simple, but in that regard, you have two weeks to get it together. Once you know the team, this is like, so she weeks so much time.
Absolutely.
She's talking to 'em. We have to. So, you know, which is already out there. We're watching this, but when, I mean come Monday, you know, it's, it, it is game. You know, I mean, things are hitting it and we, because you know everything at that point. And so everything has to be done before they get here.
Right. And so there's still all that team specific stuff that has to happen.
Yeah. Like this would be funny, you talk about like all the work that goes into it ahead of time, right? Like you have to design packages for probably, I don't know, 20, 30, however many teams.
A lot of teams a lot. There's a lot of broken hopes and dreams that end up in the trash.
Um, like even at certain championships, they switch locker rooms as the tournament progresses. So you have to design for the four teams that make it all the different locker rooms and their branding.
You don't wins and losing and you're doing each round, right? Yes. So from, from 64 to now, here's a question for you.
Uh, I mean, you guys have been doing this for a, a long time. Sport Graphics, you know, 40 years, you guys have been in the business for over 20 now. There had never ever been a one. That lost to a 16 till the last decade. Mm-hmm. Right. And that happened twice,
right?
Like, do you, you if you can't answer it truthfully, I understand, but if you're like, okay, yeah, we don't have to worry about making packages for UNBC, like they're not gonna be Virginia, and then all of a sudden it's like halftime of the game and you're like, shoot, shoot, nameplates, go, go, go.
You know, I think that's, that is what makes what we do so much fun, right? Because everybody has a chance when that turn. I think that's why so many people love March Madness. You know, women's and men's, like, you just get that everybody has a chance and it and, and when those happen, yeah, you might have a deep sigh and you might be like, I'm gonna be here a lot later than I thought I was gonna be tonight.
But who, who's disappointed in a Cinderella story?
And then you here's, you never get the reality sometimes of seeing when you say that's this is why we play the game. Right. Yeah. And we've been reminded of that, you know, here recently on, and you're like, and it's, it's amazing when that does happen. Yeah.
It's like you're, you know, whoever the, the designer, whoever it is, like, all right, yeah, we're good. All we have to do is press control p we'll be good to go. And then you start seeing like the clocks take away and you're like, wait, no, no.
Like a, a good old barn burner when we're in the studio on those nights and we're like, we really need to know who's gonna win this game.
Like, of course, sometimes you, you, you cross your fingers for somebody to be dominant, but
Yeah. And you're like, and over time,
yes.
Let's go, let's go
over time.
Yeah. Yeah. I mean, talk about also you have to build a special culture, like company culture. It takes some true just absolute beasts. If you're gonna say, Hey, you gotta pull a 24 hour.
Like you gotta, we have 36 hours before the teams come into town Tuesday morning, and this place needs to roll out the welcome wagon. And we just found out. Who the teams are that are coming, like, yeah, that is some serious effort from your crew.
I would say when we hire people and bring them on, we're very transparent.
Like March little PTO will be afforded, like, we've got to be all in, locked in. We run. I mean, I can't think of a design studio that runs 24 hours sometimes based on events happening. That'd
be so hype. Like it would be, well, the first couple times would be be so hype. You're like, oh yeah, lock in with the crew.
Like, let's get creative and you know, do the whole thing. And then like after your 10th season, you're like,
I don't know. Yeah. I'm a veteran. Yeah, you are. And I think you, that's, that's a badge of honor, you know, I mean, when you get to that point, and it's an honor to work on the event. But you're right, the culture of understanding what we get, we build up to, we talk about all the time.
We build up to this, you know, this time of the year because it's not just, you know, prelims Final Fours, you know, it's, you know, all the, we, we do six, six championships, you know, so Big Ten Championship eight, and we, you know, we do all of those. So it's that. So when we get to this point where basketball's getting ready to define itself into March Madness, it is game on and we're working nonstop all over the country.
So it, it is, um, building that culture of what that's like. It is, it is hard. Yeah. I mean, it's what our team does. It's, it's really, really hard.
I think when I was talking about student athletes, when they get on site and seeing their reaction, it's the same to me, you know, for employees. So we had a gentleman who's only been with us a short amount of time, and he worked on the Big Ten championship.
So one for this year it to be iu and for him to see all these things that were once just on a screen or, you know, or once pegged to a wall like. Come to life. It was pretty incredible to see his reaction.
Yeah. Yeah. Like so cool. Yeah. And, and you think about it's not just Final Four, it's not, you know, just big like it could be, and it's not just basketball because aren't you doing lots of different championships for different divisions as well and
Yeah, like right now we're designing men's ice hockey championship for the Big Ten conference.
Like all that's happening at the same time. So it's very,
what's like the most niche? Like,
well, we're right in the middle of, I mean, we Red Bull MotoGP down in Austin. You know, I mean it's, you know, and that's happening. That's happening. I mean, we have teams that are guys that are leaving from certain places to go down there 'cause it's the same time.
So, you know, to, to do the MotoGP, which is Red Bull, is an amazing client. They're great. Uh, but it's a cool event. Talk about the
wildest. Business. Like you think that it's the drink and then it's really just like the craziest,
well talk about a culture.
The culture is, yeah, they're different. You, when you meet, when you meet the Red Bull guys, you know they're Red Bull guys.
Yeah. Yeah. And
sometimes you gotta ride the bull.
Come on. That's right, man. You gotta ride it. Yeah.
Love it. I love it. No, and I think it's like, I see some of their social and like their videos, like Red Bull and GoPro are just like the, like one of the coolest follows. Mm-hmm. 'cause they're always like, like Red Bull is pushing the limit, jumping through a train box car.
Yeah. And it's like what?
I told them they should sponsor us. I'm like, have you ever sponsored a design agency or a production company? Because you could keep us going.
Yeah. Right. I mean, that's wild. Okay. Yeah. You know, you talk about sponsoring the people who are making the graphics for a 24 hour all night, or lock in.
I do wanna talk more about. Like the design aspect of, uh, specifically Final Four, because I'm pretty sure you guys do Section 127. Does like you just released Detroit for next year, right?
Correct.
So like, and it kind of looked to me again, this is my interpretation. Sure. Kinda looked like an engine block a little bit.
Like had that V six look to me, V eight, whatever.
Yeah.
Like that's kind of what it's, that, that was my interpretation. Yeah. But like you guys did the one in Indie for this year. Like you've done the, the actual like logo mark, I don't know what you
call that.
Yeah.
Um, several years I would say. Um, honestly, we did it for a very long time.
Took a pause, um, and then came back. So I don't know, the last nine years I would say we've done it for both the men's and the women's. Um, so basically again, you have a lot of stakeholders that have to be happy with what you're doing. The city that the event is in, they wanna know that they're represented.
You know, the NCAA takes a little bit of a different approach, whereas like a Super Bowl, like the structure of their logo and the shell that stays the same. Whereas the NCAA they wanna make it a very unique experience every year for the students who will show up there. Um, and so again, it's city officials, it's, uh, people at the NCAA, it's the committees, um, everybody kind of has to buy into it.
So a number of options
are shared. Yeah. How many, how many years in a row have you guys done it?
I would say this current strength is about nine.
Yeah. I'm like looking through one. I thought that, uh, what was it last year? Phoenix.
Yes.
Phoenix was really, I mean, they're all really cool, but I just love the way you like, uh, layered in like Southwestern Vibes.
Yes.
Like without overkill.
Yeah. And then this year has obviously Circle City, kind of like the Indianapolis flag incorporated into it, like as I look through, I actually just like found like a Reddit with like some of the previous ones.
Well, that's the fun part, right? So once it gets revealed, everybody's in the comments, everybody's looking and you can never do it, right.
Like nobody, you know, you can never do it. Yeah. Friends, everyone. I guess
like, do you guys work with the unions?
We do not.
Okay.
But that rebrand is cool.
Yeah. Props to them. And that that was one where it's again, you can never make everyone happy. Yeah. Like they were, they went through this, they do this whole big release and it's like, well you already gotta be, prepare, be prepared that half the people are gonna love it and half the people are gonna think it's terrible.
And I think they did a good job. Yeah. Anything creative. Like
you have to be there to support the designer when that happens and say, Hey, you know what? You are very talented. Look what you're doing.
Who cares. Yeah. It's like, I, I mean, we learned that. It's like I'll put out a video and it's like some people, oh my gosh, that's the coolest thing ever.
And it's like, people like you are ruining the city of Indianapolis. I can't believe you would tell them to go to this local coffee shop like you.
And you're like, get outta your mom's basement.
Yeah. I'm like, like, come on dude. Like what are we? I just, and I always just like kill 'em with kindness. I'm like,
Jerry, I'm really sorry you're having a tough Tuesday.
I hope your Wednesday is better.
Yeah.
And they never, they always like never have a good response to that. Yeah. You just like out nice them. It's like, that's Indiana.
Yeah,
for sure. Um, it is a lot more than just. The JW Marriott, right? It is a lot more than the giant Lombardi. It's a lot more than the bracket, but it's not every day.
I have world record holders in the studio. So the first Guinness World Record-setting, giant NCAA tournament bracket was installed on the JW Marriott, Indianapolis, April of 2015, installed by Sport Graphics. This is literally in the ai, right?
Love it.
Installed by Sport Graphics. This 16 story, 43,480.8 square foot display was created for the 2015 NCAA Men's Basketball Final Four.
then a newer and larger version was later displayed in 2021. Mm-hmm. Uh, but then, I mean, there's a whole process of getting the Guinness people out there. Yeah. Right. So, I wanna know, again, who sat around the room and said, Alright Hold my beer.
So
like we should do a giant bracket.
Yeah. Again, it was a collective brainstorming session for sure.
I know. Um, it was the NCAA, I believe it was Nathan Arkins who, um, said, this could be a Guinness World Records. Like let's look into this. And that process was unique in itself. There's different levels, um, of opportunity there. But yeah, it was, it was very cool. I mean, that's bucket list, right?
I mean, yeah.
Okay. So, so the whole thing comes together and you're like, Hey, the idea to do a giant bracket and then the dream killer side has to learn about how we've switch out the names and get all the teams to like advance down. And what I think Jim also said, uh, also Jim is the VP of installation. Yes. Yes. And I got to spend, if you, if you haven't seen it, by the time this video comes out, our video of what it goes into from the top of the JW, like it is insane.
But he talked about, uh, getting the. Bracket live updated so that when people are leaving the stadium, the winner is already on the bracket.
Oh yeah. That, that is one of my favorite moments is when it's cool. The very, it was in 2015. Oh my gosh. I can't believe, I don't remember who won. Um, and their team buses drove by.
Yeah. And fans were outside, you know, you saw flashes of all the cameras. Um, and they got it up. It was pretty incredible. It,
it, Duke,
I think it's Duke.
So they're just hanging out on the side of the JW waiting for somebody
to, it was, it was one of, it was a very cool moment, especially for us to know that when you do these things, you're, you're hoping that they like them like that, that we represented them well.
And then to see them all stop, I mean, you could see, and there's some, some of the kids were crying, you know, when you look
looking,
doing, they got off the bus, it was great. They got off the bus or taking photos or taking selfies. It was really cool.
Like, and that's next level. Like, that's you truthfully.
One, you're not only representing Sport Graphics. Sport Graphics, you're not only representing like the JW Marriott, you're repre representing an entire city.
Mm-hmm.
Mm-hmm. But you are representing the state of Indiana, the ncaa. And to be like, Indianapolis is the best host city. Like they already had our logo up there when we had Right.
Like, how'd they do that? They're wizards.
Yeah. It's
magic.
Thank you. I, I will tell just like off that really quick what, because we were talking about what it takes to put these things up, right? So we did, um, the Indianapolis Motor Speedway. So they, they were, we did the race car on the side.
I don't know if you remember that one, but we did a giant race car, you know, on the side and, um, done looks fantastic.
Oh no, I see.
And then, um, and then we get this, so look great. And then we get this call and they're like, Hey, um, we got a call from Firestone. It was the hundredth anniversary. And they're like, Hey, they want to do a commemorative tire.
They're gonna be using force and they want to, they want you guys to go up and replace the wheels in the graphic with the new tires. So they want us to go do a pit stop on the side of the JW and, and then, and, and I'm listening to them and I'm like, Hey, let me get back to you. And I went to the team, I'm like, listen.
And they're like, we can do it. I'm like, no, no, no. I'm like, come on guys. Tell like, Marty, we got this. And I'm like, alright.
I went back, I'm like, we can do it. Send over the, let's see, let's see what it looks like. And then we went up there and changed the tires.
Yeah.
Yeah.
That's gotta be like a nightmare for Oh,
it was
not good.
I
know.
It was
awesome. Have there been other, have there been other ones where you're like, 'cause again, this is like displayed.
You're gonna be on Reddit, you're gonna be on Twitter, like right. Yeah. You, if you make a mistake, which like, that's life. Like sometimes changes in design. Have there been other moments where you've had to like go up there and fix something?
I think one other time there was the wrong logo perhaps, and we had to go up and you're like.
Again, it's, it's just natural sometimes. And, and that's on us that it was the wrong logo. But, um, you think about these things, like 30 people have looked at it, but you just Yeah. You know, you're so in the habit of seeing the logo that you might not dial in. So
this happened to me literally yesterday.
I put out a video and I spelled a word on that, like the title of it wrong. Right. And it's like, you know, for us, I don't know, 30, 50, 70, a hundred thousand people see it and it's like, I spelled aerial, like the font, not aerial like a plane. Mm-hmm. And I literally like looked through it, I'm like, oh yeah, we're good.
Posted it in the comments. Literally first one, Hey, it's spelled a, and I was like, bro, and I can't go and fix it 'cause it's already out for It's already done. Yeah. And I'm like, you know what? I'm a human being. That's life. Like things happen and then it's all about how you go and, you know, fix that. And you get up there and do a pit stop, an tire change, and.
We're rocking and rolling. Yeah.
Yeah. I think it's, again, that's where the partnership element comes into play.
Like they, they know we take good care of all the work that we put out and yeah, sometimes we're gonna make mistakes, but I think owning it and being accountable and saying like, Hey, we screwed up. Like this is what we're doing. Figure it out. Um, again, like when we get on site for events, I'm like, I don't want anybody talking about Sport Graphics or Section 127.
I want, you know, our names to stay out of their mouths. Like, they might be mad at the bike rack guy or whoever, but not us,
but our teams we're, we're, and when we get to that point, guys, it's almost like an athlete. So, you know, I worked with Michael Andretti for a long time and um, when he got into race mode, he changed to someone different.
He got into, he was, as soon as we hit the ground, he was a different dude. And that's how our teams are when they get on site. It is go time. Get outta our way. We're going to do our thing. We don't have time to do anything else because they're in a, they're in a time crunch. Right. So we only have so amount, so much time to get what we need to get done.
So they're hammering it out so they Yeah. They don't have time to do anything else.
No. And you think about, I was talking again with Jim. Honestly, shout out Jim, it was incredible. We're talking about Jim, us the, the people that go up on the side of the building in the stage.
Mm-hmm.
Like they are 300, 400 feet in the air off the side of the building with nothing but a rope.
Yep.
And their little engine that like powers 'em up and down. Mm-hmm. Yeah. Talk about being built different.
Yeah, they're built different. They're crazy. Is built different. Oh yeah. They're crazy. I mean, there is sometimes, I mean things like that when we used to, you know, guys were, you know, going over the side, you know, um, and so it, it, they're, they're, they're just different kind of people.
Like, you know, guys that climb mountains and they're just, you know.
Yeah. They
love
it. Jim told the story where they're like up there for one of the installations on the JW and. The like, fire department and like the police state, they like show up and he's like thinking, oh my gosh, are we in trouble? Or whatever.
And I'm like, oh no, we just wanna know how you guys do this. They're like, wait, you don't, like, you're not the experts. Oh no, we can't do what you guys are doing up here. Like, that's crazy.
Yeah. Yeah.
Okay. Another, I have two more, uh, uh, questions I have about, again, the, this huge activation, well, actually I have three more questions.
One, a lot of different partners have to be involved. The owner of the building, the owner of the rights, the install, the installation, the designers, the city, the everything. How does it work? Like, how do you get everyone to find something that they're, uh, in agreement upon to bring this to life?
I think that's really led by the client, right?
So they're the ones who orchestrate everything. We're kind of the orchestra, if you will. Yeah. So we're working with them. I would say that Indianapolis, again, it's a great city to host these large-scale sporting events because everyone is experienced, they're knowledgeable, they know the hoops that we have to jump through.
I mean, I look back the JW, I don't even think at the time, I don't think that they were all for putting the Lombardi Trophy. I think there was some definite pushback. No, there's
yeah, for sure. Because it was really the first time that we were, it was getting stretched, right. You know, everything was drawing ground level, uh, that kind of thing.
We weren't really doing large-scale graphics, something like that. And, and I think it came, I think, you know, you have governors and mayors and everybody getting involved to say, Hey, listen, is this, is this where we want to go? Yeah. Is this what we're doing? And I think to convince, you know, they were convinced that, listen, we are that city.
I mean, if you're gonna, I mean, and I think we've proven it to this point, that, you know, if you're putting on a large-scale event and you are not considering coming to Indianapolis, you're missing out. Yeah. Because it, it is the perfect city to immerse your brand, immerse and experience, uh, because we're walkable.
Once you get here, you park your car, you go to your hotel, and you can get to everywhere you need to go. If you need to eat, if you need to go to the game, if you need to go to the conventions or whatever it is, you can do it inside and out. So it's, it is a great place to host, host an event.
And clearly today the JW Marriott or like Marriott Corporation or what, I don't know what the, the
recognizes the impressions.
Yeah, yeah. Because they're the title sponsor of the, the, this year's bracket activation, right?
Yes. Marriott Bonvoy.
Marriott. Marriott Bonvoy. Yes. That's what I was like, yeah. Like they're, they're like, oh yeah, we're all in on this. Yeah. So it's, it's not even, I mean, obviously I'm, I don't know all, all the details of a deal, but like.
Previously, I'm sure other entities were like renting this space for them or whatever it was. You know when the Indy 500 last year, like Mountain Dew on the back. Yeah. Like obviously at some way, like other sponsors are footing those bills now they're like, Hey, we wanna activate this side of our building.
Yes, we are believe in this. And I think on the side, like, like it's this full 70,000 square foot bracket we have Sophie Cunningham on the side of the screen. We have West Wilson there. Show Me Something podcast that I think Marriott Bonvoy is also a sponsor of that. Like they're doing this whole big thing.
And you guys, the, the graphic, what do you what We don't call it a banner. It's not a banner. What do we call the full,
full activation? Yeah. Yeah. It's actually, it's called uh, window perf, but it, yeah, the full activation.
Yes. Do you wanna
talk material
industry term window perf with an F window perf, yeah.
Uh, and it's 70,000 square feet across the spine. I was up there looking at it. You guys had to like. Partner up and, and get more of these arm bases
Davit arms.
Yeah. Mm-hmm. I learned all about Dav Davit arms.
Davit.
Yeah. Davit. Davit arms.
Davit arms. Yeah.
They're like, you have to get ones that rotate around the corners.
And I, and then, then the sides are called the spines of the building.
Yeah.
Like I'm an expert when it gets Yeah. That's,
Hey, I'm impressed. That's pretty good.
I loved it. Yeah. It was so cool to get to be just like a fly on the wall or on the roof. Yeah. Learning about this. How it takes, what a, it takes two and a half, uh, weeks to do that install
if you're lucky.
So, I was gonna say, when you talk about the, the size of the building, so you know that E side is the one that most have done. Mountain Dew was the first to do the, the, the east or west side of the building. Yeah. Um, but when you're on the east side, a little bit easier 'cause it doesn't take as much wind.
So if you've got good weather now you, you really want it to be four degrees and sunny. Now you can get it down to maybe 35, but you need, you need sun because otherwise you're not gonna get that material to stick. So you've gotta, and so in this time of year, yes, but we'll stretch it out the earlier we can get up and get started so that we have our down days.
'cause we've have down days because it's too
cold. Well, and so each, so this is all put on with how, how wide are those panels? Are those, they're
52 inches by 30 feet.
So it's 30 feet long. Mm-hmm. And 52 inches. And there's like a backing. Yeah. And you're literally just like peeling off the backing and squeegeeing on the, and it's, it's like you have to do it.
And how long is the stage?
It is a 25 foot stage.
So you're like doing it in, you know, those drops or like you're doing a piece of it and then you go down. Mm-hmm. And then you have to like move the whole thing, which apparently is a multi-hour process to like move your rig over the next 25 feet or whatever it is.
Right?
Yeah. And you gotta think about, because you know, in the time it's a safety thing too, right? So you're not doing this with speed. You're making sure that you've got everything touched where you're supposed to. So, precision. Yeah. Precision. Yeah.
And you know, the, I mean, listeners, this is the craziest part.
The, the install crew are out there for five hours at a time. Mm-hmm. There's no breaks. I'll let you take that to know like what you need to know about it, but it's like you gotta be prepared to be on the stage, like on the side of the building for five hours at a time, break for lunch, four to five hours in the afternoon.
But also thinking that, I think people think that that stage is sitting still. It is not. So when you're on the side of the building, they're laying that graphic, but that it can move anywhere from six to 18 inches. While you're trying to do this, and so there's a time when you get to. We talk about wind and where it is like, hey, a certain, um, mile per hour we gotta come down because it's too dangerous,
guys, I need to get on that stage.
Yeah. We're always hiring installers. Oh. If anybody wants a new career.
Yeah. For one, what is it, a six week, a six week program in Alabama. And you, you two could get certified to go up on the stage. Right? Right. I was like, six weeks.
Yeah.
Will uh, that's like our, he's another one of our editors. He's like a adrenaline junkie.
He would love that. Yeah.
Yeah.
Uh, six weeks in Alabama, you come back and that's Yeah. You could run the motors on the side of the Yeah. Which like is two separate. Its total what?
You
gotta keep
balanced. Yeah.
Doug Boles and the 500 winner have been up on the swing stage.
Yeah.
Yeah.
And, and yeah, Jim was saying some people love it.
Some people hate it.
Yeah.
It's like these people that you know, especially drivers, they're like, go in. He's like, oh yeah, they'll go. 2 32 42 52. Oh. Like miles per hour. They do not like they, they start to get a couple hundred feet in the air and you're like, uh, I'm out.
Yeah. Yeah. 'cause
it's control.
Those guys are control freaks, right.
So they're not in control when you're sitting on the side of
the road. I was even on the roof and I was like, this, you get a little, some jitters. Yeah. I need to know about when you guys got the email about Taylor Swift.
Well, I got an email that said, Hey, we need you to do some renders. We're gonna put Taylor Swift on the side of the JW and talk about, uh, me calling Sport Graphics dream killers.
I was like, do we have permission for this? Where am I getting this imagery from? And is our dream killer on this it's team, um, signing off on this. Um, and then I was basically told to just get it done so we did it. And, you know, it was,
that was a great installation.
Yeah. I
mean, pink and big. And she, she, it was cool.
I think it speaks volumes about Indianapolis, like for them to pull that off and put that together.
How tall was that?
The, huh?
It was it because it was all the way down to like the
third story? Yeah. Yeah. That, yeah, that was, yeah, that one went down the longest. Um. God, I'm not. She was, I, I don't, I don't really know how tall it
down if the building, lemme say the building's 400 feet tall and it was, she's
pretty close to
it.
Like, you know, you probably over 300 feet tall.
Oh yeah,
yeah, yeah. You know, like that.
Yeah. She's probably 3 20, 3 40 you, yeah.
I mean it is cool. A hundred foot boots.
Yeah.
Like that's crazy. Yeah. Like, like that has to be so cool being able to see the work of you all and your teams come to life in the literal biggest manner.
On the biggest stages.
I was just gonna say with something like that, we got a chance to experience that with our daughters. 'cause we were taking 'em to the concert, so we stopped. We were like just everybody else standing in the middle of the street taking pictures. That's right. Uh, that was pretty cool.
Well, I do wanna know, out of all the work that Sport Graphics has done, that Section 127 has done, where has that moment been where you've stopped taking in imagery, taking in the vibe, the feel, the branding, the whole nine yards and just been like. How in the heck did this start from your dad's basement 40 years ago?
To this day, every event, like, you don't, it doesn't get less satisfying. Mm-hmm. Right? Like every year has its new challenges and opportunities, um, different players involved. And so when that time comes again, it's either seeing the people who are working on it for the first time or seeing the athletes get off the bus.
You know, it's just, it's very cool. Very cool. It never gets old.
Yeah. I think, you know, if, if you have kids and you know what it's like to sit around your dining, your, your table and you're eating and you look around and you're like, when did this, when did this happen? Like, I still feel like I'm a kid and I'm responsible for kids.
Uh, it's kind of the same kind of experience when you're looking at it and you're like. Um, wow. Uh, okay. Every single, for me, it's every single event. I, I, I love what we do, and so when you see it, but, but it's taking that time to take a minute. I think that's where we don't do that enough, where you're moving so fast, you've got so many things to do, but when you sit there and you're like, that's cool.
Mm-hmm. And then, and then you move on and, uh, but yeah, I, I really love what we do.
Yeah. I mean, when you're having to move fast, you know, you have 36 hours to turn over these hotels in the locker rooms and the whole yards before teams get here, you can't really stop and smell the roses. Right. But then like, once the event starts to go and things do calm down a little bit, it is nice to be able to say like, wow, like not only is the arena sick, not only is the side of the hotel sick, but like millions of people might be watching at home and see the logo that.
Someone created
Yeah.
From your team, like that's nuts.
Oh yeah. It's, it's pretty incredible for sure. I love watching people, like, normally they'll, right after the logo reveal, they'll have merch ready to go. So seeing the designer like get the merch for the first time
Yeah.
And then picking up the swag.
Like, it's just, it's very cool.
Yeah. I mean, you think about, uh, IU National Championship and it was like people were in line at like Dick's Sporting Goods or wherever it was at, like,
oh yeah, that was crazy.
Midnight. And it's like people are standing in line to get stuff, you know, like order merch or whatever it might be that you, people design you people.
Yeah. We have a designer who, um, said to me, he was just like, uh, I think it was Women's Final Four was the first one that got chosen, right? Because multiple people design logos, but then only one gets chosen. Yeah. At the end of the day. And so he was just like, thank you. You know, bucket list opportunity.
Like that's to design a logo for the Final Four.
Yeah. All right. We've come towards the end of the show where we have some fun. Rapid fire sort of questions. And we're gonna dive into Indiana a little bit as well. So this question is brought to you by our friends at J.C. Hart. They're a leader in creating enjoyable living experiences at apartment communities all across Indiana and beyond.
Check them out at homeisjchart.com. My question for you all, why do you call Indiana home?
Uh, the community. It's a great place to raise a family. Um, it's just, it's incredible. Again, we talk about it, uh, often just the effort that the people of Indianapolis and the city do, uh, to bring these events here.
Um, and people are nice here. Mm-hmm. I mean, that's, it's good to be around nice people.
Yeah. Agreed. I, you know, it's when you. And said something about it earlier where we, um, we both had the opportunity to leave and go and experience some, uh, other places and to come back and you realize how great this place really is.
I think you feel, we talk a lot about partnership, we also talk a lot about family. Um, and we feel a lot of that when we're here. Uh, but, uh, for what we're doing, I mean, I'm, I'm, I am able to sit here with my wife and talk about the things that we're doing together, uh, separately and together. Uh, and that is super cool and, um, there's no better place to do it.
Yeah. That's like a mad lib, right? Like working with your, working with your husband and wife installing a 300 plus foot. Yeah, that's,
that can be episode two.
Yeah. Like a graphic of graphic of Taylor Swift. Like that is like madlibs. Yeah. Yeah. You fill out those whole things. I love it. Okay, we have some rapid fire questions for you.
What would it take to install a graphic on the Salesforce Tower? Is that possible?
So it was explored, oh, um, for the Super Bowl. It was so it was an opportunity. Um, and at that time it was not feasible. Um, and I think that was just based to, uh, the architecture of the building. And so, you know, like we're looking now at new opportunities like the new Signia Hotel, right?
Like that's got a pretty clean front. Andy Mallen,
we coming to talk to you. Yeah.
So, um, now could it be done now based on advances in technology and, and different install methods? Possibly. But at the time when the Super Bowl was here, it wasn't an option. It wasn't,
yeah.
Yeah. A lot of stuff happens over a decade plus, right?
You never know. You never know. I mean, imagine like a. I don't even know what I would want, like a logo or design put on there. But you could, you could put something really cool. You
could
Yeah,
yeah. For sure. Like a,
we'll work on that.
Yeah. Hey, uh, Doug, you could put like a, uh, a track across the top,
like a outline of Indiana that says Get in.
Ah,
all we need is 1 billion likes. If we hit 1 billion likes, likes on this video end,
yeah.
YouTube might pay for us to install, uh, an activation on top of Salesforce Tower. I'd love
to see it.
Uh, okay. In that vein. Mm-hmm. Take all the current clients that you currently work with off the table.
Yeah,
right.
Like we love all of the activations. They're all incredible. They're amazing. In the vein of something like a Taylor Swift, if you could snap and put any sort of activation, any graphic up on the side. Of a building. Yeah. In Indianapolis. What would you put
World Champion Pacers on the side of that building.
That's
Yes.
That's
what I want do. Yes. That would be So next year?
Yeah, next, next year.
Let's, Tyrese is back.
He is, man,
let's go. We're gonna get a lottery pick. It's gonna be insane. Yeah. Well actually, wait, we don't want a lottery pick. We want, or no? We want a later.
It's an interesting trade. Yeah. We get one through four, or I think it's nine through.
Yeah. We want to fit right in the specific spot where we still get our pick. Yep. Yeah, we get that.
We need, we need our pick.
Yeah. Yeah. You
good? Let's get
that pick. Absolutely. That. That's a good one. Okay.
I'll go for the Colts to another Super
Bowl. Come on. There we go.
But I think for us, when you ask that question, we're all so connected to something, right?
So when you ask, it's like, okay. What is it that would make that make sense? You know? Mm-hmm. Because to, for us, it's, it's, um, it's sacred ground. Um, and I think Mountain Dew stretch that a little bit and I think that made people pull back and say, Hey, listen, you need to tie that more to who we are at in, in Indiana.
Yeah. I think, and so I'm in the process of doing another one for, for, for Indy, and that you'll see that change and it'll be more in line with what we want here in Indy. I thought that was a, it was a cool graphic, don't get me wrong. It was great. It was cool. Um, but I think that was a, a push that people are like, Hey, listen, I.
It needs to be, it can't be an ad. It has to be tied to something. Yeah. So that,
yeah.
It's not a billboard. It's a moment.
It's a moment. It's a mo. Good, good one. It's a moment. Yeah. Yeah. Yeah. That was nice. That's
spoken like a true
creative.
That's why I just knew what she tells me to do. Right. I mean, and that, that's totally fair.
And it kind of did, especially being the first time on the west side of the, and it kind of felt like, hey, someone's getting their bag. Yeah. Right. And like someone's like, that's fair. Yeah. Yeah. Hey, bills don't pay themselves. And Mountain Dew was like all in on being a huge partner of the Indy 500. Yeah.
We don't hate it. We don't hate the game. No. Right. But I do respect the fact that it's like you, it's not just a billboard.
It's not a billboard.
I'm like, you know, people take that seriously where. You don't, just not anyone with a, with a checkbook. Right. That's large. Can get that space. No, it has to be in line.
And I do think that the Marriott Bonvoy this year is tasteful.
It's
fantastic. You know, it's like very huge partner. Yeah. But they're also like, it's Sophie Cunningham, it's West Wilson. Mm-hmm. It's like this whole connection. It's a vibe. Yeah. Yeah. It's like a QR code that's gonna lead you to, they're like special activation that's happening.
It was just awesome. Yeah. Like, it's very, very cool. We've come to the, the final three questions that we ask everyone. The same three, every guest that comes on the show. Angela, we'll start with you. What's something the world needs to know about Indiana,
but nationally it's, it's known, but globally I would say that it is the best city to host a sporting event.
And now, you know, weather plays into that a little bit. Um, and often it's to our advantage. Think about the Super Bowl. Um, but truly. We just know how to pull it off. The people are committed, they're experienced. I mean, oftentimes we have people coming into our town and we're like, get it together. Like, we do this, this is, you know, we know how to make things happen.
And again, the downtown footprint is great, and the way that, you know, the Ritz-Carlton, the way they're revitalizing everything around Georgia Street. It's cool.
I always thought like the, the telltale sign of this here recently, we hosted a convention for people who run associations and conventions.
Mm-hmm. Like the, the organized, yeah. It was, it was like the most meta thing ever. We hosted all of the people who host conventions. Mm-hmm. So like, they loved Indianapolis enough, but they wanted to bring in everyone who organizes any sort of convention or association, you know, to learn how to do it. To see like, oh, this is, and like you talk about the ripple effect that can have if you went over.
What is, imagine, let's say it's 30,000, I don't know what the number is. If you went over 10% of 30,000 people, like do the math on how many future conventions will come here for decades and decades. It's crazy.
Well, and it goes back to the Pan Am Games, right? Yeah. Like
it all
comes,
comes. Who was at that table?
I don't know.
Uh, I had mil, do you guys know Milt Thompson?
Yes, I
do. I had Mil, I had Mil on the show. He's great. And he talks
about he was at the table.
Yeah.
Yeah, he was, he was the, he was the general counsel. Okay. And he was, he was in Cuba. Like, uh, go back and listen to this episode. It's an incredible recount of him, like in the Castro facility, like trying to convince Cuba to come to the PanAm games.
Wow.
And it's like, and at the time, this is like the eighties, like early eighties. Mm-hmm. Because I think the PanAm games were in 84. Yep. And he was, they were like one of the first Americans that had like reentered Cuba in however long. And he's just like telling the story. You're outside
of my paper
age.
Yeah. It's a wild, wild story where he like, Fidel Castro, like invites him in at like 3:00 AM Like that's when he wanted to meet with them and he's just like, we were ready to go. We were like minute men ready to go at a moment's notice. Like crazy. Marty, what's something the world needs to know about Indiana?
Honestly, I think we're staying on that theme of, uh, I don't think enough people know about Indiana Sports Corp and, and their role and what we were just talking about as far as, you know, bringing and the, the light on what we do here, the biggest events, all those things. Um, they are at the center of bringing them here.
And, um, if you don't, and if you're not a member or a part of Indiana Sports Corp, you should do that.
Yeah. Individual memberships.
Yeah.
I think it's like 50 bucks. It's nothing. Yeah. And you can be part of it. They'll send you some cool gear. I'm a member. It's awesome. And, and it helps bring, you know, if we want to get another Super Bowl, if we want to get these big blue chip events to the state, uh, yeah.
They need, they need support and absolutely love there. Okay. This is your opportunity, Marty. We're going back to you. Yeah. This is your opportunity to shed some light on a part of the state that more people need to be talking about. What is a hidden gem in Indiana,
the Indianapolis Motor Speedway Museum.
And here's why I say that is if you have not been there since they've renovated, you haven't been there. It is, it is an incredible experience. They, they've done, um, an unbelievable job with renovating that place. And so you have to go. It is a very, very cool,
it almost feels wrong to call it.
Like in, in the, what people think about of a museum.
You know, like I think museums have this like, I don't know, little old school connotation and it's almost like an art installation. Yeah. Mixed with like, hands-on activations, racing sims, pit crew stuff like kids merch, the whole nine yards history. I loved it. And you do
not need to be a race fan to appreciate it.
No,
you should
go, like, they'll take you through those, like, uh, the, the like first little stage of it and you see that video and Oh, I don't care who you, if you just need like a little pick me up in the middle of January, when you're thinking about May a hundred percent, it's like a four minute video or whatever it is.
And it gives you goosebumps and I, you, it feels like you're
standing on the starting grid and it is. It is, it is impressive.
Yeah. Absolutely. Okay, Angela, what is a hidden gem in Indiana?
I'm gonna throw out The Cheesecake Lady. And so I don't know if you've heard of her.
Tell me more.
Okay, so I don't.
Personally know her, and I think it's been a few years where I just heard, oh, The Cheesecake Lady. The Cheesecake Lady. And so she has had a really interesting story, um, and I think most recently just left her full-time job to really dig in. And so, um, it's, it's cheesecake and it's mm-hmm. It's presented a little differently.
Like, I think they have a cheesecake bar. I have tried the cheesecake from one of her, like distribution locations. Um, and I just. I don't know. I don't even love, love the love cheesecake. It's just more, the story has been really cool to see how people have supported her and kind of the ebbs and flows of just starting a business.
Meet Cassie, founder and cheesecake creator. Founded in 2020. Cassie turned a passion project in her home kitchen into one of Indianapolis most talk about dessert destinations. What began as a simple love for cheesecake? You and me both has grown into an award-winning bakery and a true local favorite, uh, located across from the Children's Museum.
Just minutes away from downtown Indianapolis, The Cheesecake Lady invites you to experience cheesecake reimagined. Let me tell you, we're gonna put some pictures on the clip fire. Yeah. Oh my gosh. They look insane. How have I never heard about this? The Cheesecake Lady, we will be coming your way to check them.
Cheesecake cups. Yeah. Yeah. Full cheesecakes.
We've trade the cups. Yeah.
Oh my Lord. That's,
yeah. We went to like a Leo's. Yeah. And they sell it there. They do. So she, they do, you know, you can find it if you're not downtown for
sure. I love that Cheesecake Lady. Yeah. Finally, uh, this is where we get future guest recommendations and learn about other people that are doing inspiring things.
Who's a Hoosier? We need to keep on our radar. Someone who's doing big things.
I'm gonna go with Ebony Armstrong. So she is the associate, uh, vice President of the Indiana Fever. Um, and we've worked with her for over 20 years. Uh, started at the NCAA, then went on to the Big Ten, and then within the last few years has been promoted to this key player in the WNBA All-Star game.
Um, and I think just with the development of the team and the league, I'm really excited to see where she goes.
Heck yeah. Ebony Armstrong.
Yes. Amazing. I'm gonna go with Sarah Myer. She's staff at, uh, Indiana Sports Corp. She's, uh, you know, she's a badass. Uh, I don't know if I can say that on here, but she is, oh,
you can say
that.
Uh, yeah, she's, she's in regards to
Meyer,
you can say that. Yeah. She is man. And, uh, she's a friend and, um, I, I love what she's doing. I love her energy. She kind of has that. Um, Doug Boles as he is at the president of the Indianapolis Motor Speedway. How he's just out there in everything. She's doing the same thing over here, but in her own way.
And, uh, and I, and I love how she is. She's just a strong female in this industry and, and she's a good role model for, you know, for my daughters and everybody else that's out
there. Yeah. We talked about this. Who has a job or who's doing work that in a hundred years they'll look back and talk about.
Mm-hmm. And we said Sarah Myer and her team at Indi Indiana Sports Corp. Mm-hmm. Like they're doing the stuff that a hundred years from now, you'd look back and be like, they did it. That was a cool job. Yeah. So.
Very
cool. Love it. Shout out to them.
No notice. They're both women.
Yeah. Respect. Hey.
Hey.
Respect. Hey.
Uh, I mean India, this is the global hub of Yeah. Women's sports. It really
is. Great. So we've got some, come on. Very great women,
y'all. It was incredible getting to share the mic with you and learn about the 40 year history of Sport Graphics. Your guys', you know, over 20 years rocking and rolling, bringing the coolest events and activations to life.
Really rolling out the welcome wagon for Indianapolis, but other cities as well. The work that you do, probably, I mean, consumed seen by everyone, but maybe like art largely overlooked with like what really goes into it. It was so fun to spend some time. Learning about what truly goes into, whether it's, you know, the street signs in downtown Indianapolis that are all fun and games there to the giant Taylor Swift on the side of the JW Marriott to Lucas Oil Stadium.
I mean the Indianapolis 500, the largest single day sporting event in the world. The work that you do is incredibly important, the way you represent our city, our state brands, that we hold sacred. Just keep up the good work. Uh, it's so much fun. If people wanna learn more about Sport Graphics, if there are organizations out there that might need Sport Graphics or creative design work, how can they find you guys?
Uh, section127.com and then sportg.com.
Yep. Heck yeah. Love it y'all. Thanks for stopping by.
Thank you. All right, thank
you. This show is made possible by our friends up at Sweetwater. Whether you're looking to start a podcast or take your content to the next level, click the link in the description to see all my gear recommendations at Sweetwater.
If you want a behind the scenes look at everything we're doing across the state. Make sure you follow me on Instagram and TikTok at Nate Spangle. Thank you so much for listening and being a part of what makes the Hoosier State. Great. We'll see you next time here on Get IN.
