Las Vegas is a beast unto itself. No one knows that better than Natalie Marsh. She has been with Lotus Communications in Sin City for 24 years, and has seen the market completely transform in that time.
In a city where there is always something new to do, how innovative do your sellers need to be? How much do the old ways of doing business still work with clients?
Forget the sales side for a second. How do Marsh and her programmers keep up with the ever expanding roster of sports offerings in town to make sure both the teams and local listeners are getting what they expect from the company’s five sports stations?
Natalie answers all of these questions and more in the latest Meet the Market Managers column presented by Point-to-Point Marketing. Enjoy!
Demetri Ravanos: Since we’re focused on sports radio, I think the best place to start is the way Las Vegas has exploded as a home for major league professional sports. How have the expectations of your staff, both programing and sales, changed as those teams have come to town?
Natalie Marsh: I would say it has changed pretty dramatically and it’s been a real learning experience. Fortunately, we had two support stations prior to even the Golden Knights being here. So, we had a team of sellers that were invested in selling the passion and the loyalty of the sports fan.
That’s just grown and expanded, and now we’re teaching them how to take that to the next level. Now, we have five sports radio stations.
From a programming standpoint, it’s really been about finding the right people. They have to be engaged. It’s different when you have the teams here. The expectations change.
There is nothing more amazing and maybe a little bit frightening than the owners and executives of the teams listening to your stations. It’s super flattering, but take Raider Nation Radio for an example. Mark Davis listens to that station every day. There’s a different level of expectation or engagement or knowledge that has to come into play.
Are our guys going to the practices? Are they seen at the games?
It’s more than just watching it on TV, which is really what it was prior to us having any professional teams. The game changes when you have to go from having minor league baseball and university sports to having an NHL team, a WNBA team who just won the championship, and an NFL team.
We pride ourselves on who we are as a group and why the sports teams want to be affiliated with us. There’s a lot of pressure internally to make sure that we’re keeping up to that standard.
DR: I do want to talk about Raider Nation Radio. Is that something other stations and ownership groups have come to you with questions about the way the relationship works with the Raiders? Because certainly there are teams in other markets across the country with fan bases that would respond to a station like that. How much of a resource have you been for other stations around the country?
NM: I would have to ask my PD. I’ve never personally had another group reach out to me on, how this came to be.
For me, it’s about what can we do, and analyzing what we can make from a sales perspective. Also, what can we do that is a different way to monetize the affiliation with the team but also makes the team realize how much of a partner you really are. That’s really where Raider Nation Radio came from.
Mark Davis or even his dad prior to him had always been second best in the Bay area. That’s the way they’ve always been treated. It was always the 49ers first and Raiders second. So we made a promise as we were presenting as to why we would be the right choice as the flagship radio partner. We were going to have a station that was dedicated to the Raiders. That’s really where Raider Nation Radio was born.
DR: So I want to ask you about that and the Golden Knights as well because you guys have put a priority on being the flagship stations of the teams in town. I wonder what sort of conversations you are having in the lead-up to those pitches, both with your bosses and also with your staff, about the importance of getting those play-by-play rights.
NM: So we’ll go back to the Knights, because I’m going to tell you that prior to the Knights, we had rights for our minor league baseball team and UNLV.
There were certainly times during my 24 years at Lotus Broadcasting that UNLV helped us make some money, people wanted to be on the games. But they’ve had their struggles. And so we were pretty naive about what this was going to look like.
I was a sales manager when we went to pitch for the Vegas Golden Knights, and I went to my GM right away and said, “Do we want to pitch for these rights? What do we want to do? What what does it look like?” We made some calls, we did some digging, and I met with my sales team, and said, “Here’s what I’m going to need from you guys. Do you think you can deliver it?” I’m lucky because I had a couple of salespeople that really embraced it.
Everybody thought “Hockey in the desert? This is going to be terrible. Nobody is going to want to do it.” But I had a couple salespeople that would talk to advertisers and say, “Look, you’ve got to get in this the first year or you’re not going to be able to get in next year. We’re going to sell it out. It’s going to be first come, first serve, and if you don’t get in now the prices will be higher and you won’t be able to get in.”
These are all things that we talked and strategized about, but I had a couple that actually did it right. We sold it out. The team obviously did its part and made it to the Stanley Cup Finals that first year. So the premise that we sold became a reality.
We expanded our coverage because part of our presentation to the Golden Knights was that we would do a game a week in Spanish. I had done some research and realized a couple of markets had sort of played around with Spanish broadcasting in the NHL. Nobody had really given it their all. Our station became the first Spanish broadcast of a Stanley Cup Finals game, which exploded and became viral.
So from that, we thought, “Hey, we’re going to do every home game.” And that’s how we moved forward. And I was able to expand what we had available on the Hispanic side and what we had available on the general market side, amending that contract to include these extra Spanish home games that we were carrying. It’s really been fantastic!
When you teach a sales staff how to sell probably the hardest of the four, sports it becomes very easy to sell the Raiders right after that because the NFL is the easiest.
We’re a little crazy. I heard the WNBA was coming in and said, “We owe it to female athletes and fans to become a partner for them. I don’t know if we’ll ever make money on it.” I said to my boss at the time “I’m going to do my best. I’ll at least make sure it’s a wash for you, but I think we need to do it. It’s the right thing to do.”
We started carrying all of their home games because a lot of these facilities aren’t set up to have the away team there with a radio broadcast. The Aces won the championship last year, which we were able to sell strongly. Now that demand is even higher.
It’s been fun to watch not only the sales team grow in how they understand it, and how they sell the passion of it. We don’t sit in a market where those sports stations get a lot of ratings. The market size just isn’t there. We only have 800 to 900 meters in the market. So unless they get lucky and one just happened to fall on a sports fan, you just don’t see the movement that you might elsewhere. So we don’t sell on ratings. The sales team has really embraced it.
DR: So am I right to assume that businesses in a market like Las Vegas, which is built on experience and entertainment, understand the value in sports radio? Because you hit on it, right? It is not a ratings play. There have to be businesses that understand the value of a dedicated audience, even if it is smaller, they are more apt to hear the message than just a straight numbers buy.
NM: Absolutely. We have been very fortunate in being able to prove that to them. You’ve got to get that trust first. You tell them the story and then you show them.
We have car dealerships and hotel/casinos on there, We have every kind of business, but those are big businesses with ad agencies that we’ve still been able to convince this isn’t about the numbers. That’s quite a feat in 2023.
That’s why I’m really proud of my sales team because it’s hard sometimes to convince people this isn’t about the numbers. A lot of clients want to talk about numbers because the other groups want to talk about the numbers. It’s a competitive marketplace for those ad dollars, especially in the last three years.
You had COVID, then things started coming back, and everybody was so nervous about that. Then last year was a political year, and now this year everybody’s worried about the economy. There’s just a lot of competition in the space. Even as the teams come to town they sort of take money out of the market because of their sponsorship dollars. So then that space becomes even more competitive.
Our programming team is fantastic. They go out on calls with the salespeople and they’re super engaged with our clients and our partners. The whole building getting behind a sales effort makes all the difference in the world.
DR: So given that connection that the audience has with these stations, with the local personalities, what is the process like on pitching a new client on the benefits of paying that premium for things like endorsements and live events, to really take advantage of an audience that wants to do what these people are telling them to do?
NM: I think there’s a couple of ways that you can make an impact. If you’ve done your CNA properly and you understand which on-air talent is going to mesh best with the client, you bring the talent to them and let that personality express their passion. Then the client can see it and know that same passion exists with our listeners.
The other thing that is really successful is taking the client to an event. We do a lot of viewing parties. Not only do we have five sports stations, but I have two rock stations, and rock sets us up really well to do the viewing parties because it’s another male-based audience. So, it’s easy to get a prospective client to a sports viewing party. Last year was the first time we did away game viewing parties for the Aces. This is before they were winning the championship, but we had started taking clients to the games.
That’s the other thing — take them to a game and let them see the excitement of the fans. The WNBA, that’s not an easy sell, but if you go to a game, you are sold that it is a really, really good game of basketball. Take a female manager or owner and show them, “Look at these women! You’ve got to support the sport.” And they see the excitement and the passion of the fans.
Utilizing those three things: Meet our personality and see their passion, come see the passion of the fans at away game parties, or come and see the passion of the fans at the game. They kind of get it and then they’re willing to take a chance. Then when they start getting results, they’re in.
DR: When you are looking for sellers, whether you’re actively recruiting or somebody’s resume just comes across your desk, how specialized is your search? Is it easy to get someone up to speed on doing business with things like casinos and clubs or are those the kind of accounts that you really need market knowledge and institutional knowledge of those businesses in order to be successful?
NM: I think it would depend. There’s sports betting everywhere now so that changes things a little bit and makes it a little easier if I’m going out of the market.
I’m a little spoiled because we have huge longevity here in my group. I’ve been here 24 years and I have sellers that have been here longer than me. That comes with pros and cons, but for the most part, they are pros. We tend to be the group in town that people want to work for, so it makes it easy to recruit in the market.
I think if I was looking at somebody that wanted to come here from out of town, there would be a conversation of “Tell me what it’s like in your market when you have to sell events because Vegas is different.” I know everybody thinks that their town is different. But I’ve been doing this long enough to know that it’s actually true here.
We get inundated with messages and so you have to be ready to explain to a new business that opens. People have a lot of options here. More than they have anywhere else. Every day there’s something else coming and it just it doesn’t seem to slow down.
I’ve never worried about if somebody knows how to sell to a casino or not, because if you know how to sell any kind of on-site activation, then it’s probably pretty easy to turn that into what it could look like if done at a casino.
DR: So I want to flip to the other big side of radio, which is programming. Q Myers is an interesting guy. I personally like him a lot. You have him leading multiple brands. At the same time, his own profile is rising as a host. Tell me a bit about the conversations you guys have about balancing those two sides of this job and how they each serve Lotus in Las Vegas.
NM: So our sports product is the only product that has a PD and an assistant PD for exactly that reason. So we knew that. We had that in place prior to Q coming here.
We knew that we wanted a personality as a PD — someone that was going to do both. Once I met Q, it was just a given. There was no way that I wasn’t going to have him be on the air. He’s really just too good at it. It really helped that we already had an assistant PD in place.
Now, what I did not know about Q is, he doesn’t stop! I will be driving home at 7:00 at night and I’ll have ESPN on and I’m like, “Oh. Q is filling in for Freddie Coleman again.” And then I’ll be listening on the weekends and he’s got his weekend show. I often joke with his wife like, “You know, this isn’t me, right?”. She’s like, “I know. I was married to him prior to you.” I’ve given her bottles of wine before to be like, “I’m so sorry that your husband works all the time.”
But his passion and energy are contagious. That’s what’s so special about Q because it’s really hard not to want to laugh and smile and have fun at your job, but also work really hard when your boss is laughing and smiling and working his butt off. Even though I tell him to slow down and he doesn’t listen to me, it’s okay. It’s the pot calling the kettle black a little bit because he would probably tell me the same thing.
DR: So I want to end by asking sort of a bigger question. You’ve noticed that our discussion has been about sales and programming. When people think about the radio business, it’s easy to divide it into those two categories. But I wonder if we look at the other aspects of the business, how healthy is the pool of capable, experienced candidates in your experience when you are looking to fill a role like, say, promotions or engineering or production? Any of those behind-the-scenes roles that do not fall into the sales or programming categories?
NM: I’ve been really lucky. I sit with a lot of different business leaders on a regular basis, and their biggest complaint is not being able to find talent. I’ve had multiple times that I’ve had to find talent since COVID or even during COVID and have always been able to find the right person. Whether it was an engineer, a board op or a remote tech.
Again, that longevity does come into play to protect me a little bit, just because I haven’t had maybe the volume that other people have had. So maybe, just by pure numbers, I would start to have more of an issue if I was having to hire more people but when I look at who we have had to hire in those areas, we just have been really fortunate.
I try to have a really good relationship with UNLV and their broadcast school and school of journalism. I’ve had some candidates come from there in those positions. We also do a work-study program with a job and college preparatory school that we have here in town. We’ve actually hired one person from that school, and have been involved from the beginning. They have their first graduating class this year.
So we have another kid in mind. He is interested in coming on board to learn how to run play-by-play while he goes to college, so we’ll likely have a second person that we hire from that school.
I think it just depends on how innovative you get when you’re looking for talent. The last person that I hired, I looked at my engineering department a little bit differently. I realized we needed help in the department but I didn’t think we needed an RF engineer anymore because so much of what radio does is digital and IT. We were redoing all of the studios, and some of that is about computer stuff, not RF.
You can get an RF contractor if you need one out here, but I need somebody in the building that understands all of the aspects of this new digital world that I just hopped into because we were a little bit behind. I think it’s kind of opening up and expanding your thoughts on what does that new person’s skillset need to look like? You have to think a little bit outside of the box in my experience.
Look at our sellers. Every single person that worked in some sort of traditional advertising lost a chunk of our business to digital advertising. That’s just the thing, and so you have to have that component that you can offer so that you can get back some of that budget that you’ve lost going back to like 2008 or 2009.
You just have to be open-minded. And if somebody comes to you and they have a passion for your business and they have a passion to learn, even if they maybe don’t have the experience, then that’s almost worth it to take that chance on that person versus trying to find somebody that has the experience.
