episode 42 of the dsmsports podcast w/ brian mirakian of populous

Best Of...Brian Mirakian on theDigital and Social Media Sports Podcast

Brian Mirakian, Director of Populous Activate and Principal at Populous, was the featured guest on episode 42 of the DSMSports Podcast.

What follows are some snippets from the interview. Hear the full episode on www.DSMSports.net or download it on from iTunes Store podcasts

Enjoy!!

@njh287DSMSports.net


Brian's career path:

Studied architecture at Kansas State University and also branding, graphic design, and tech → Started his career in graphic design - “I learned a tremendous amount about the branding side of design...about consumer engagement (and) the way you tell a story through branding.”

→ Began practicing architecture shortly after and then found a role at Populous that focused on both worlds and became leader of Populous Activate



Lessons Brian has learned through his career path:

“Keeping an entrepreneurial spirit about what you want to do. No goal is too lofty...Just through the process of innovation...I know that what our practice is built on and something I've (practiced) as I've gone through my career.”

Has been with Populous for ~ 10 years; Populous is headquartered in Kansas City, with offices all around the world



On Populous Activate (which Brian leads)

“We've created a hybridized group that focuses on fan experience and engagement and new technology platforms...and is responsible for a lot of the innovation and research in our practice.

We bring a lot of unique specialized backgrounds to the table when we solve problems...so we're able to really tackle a number of these specialized projects...”



“I've been able to be involved in a number of fantastic projects that have really shaped communities...being able to work in these places that becomes a generational building...and becomes a part of the cities...is what gets me up in the morning.”



“Every one of these projects that we take on has a unique story and a unique brand a unique culture. And they reside in unique places...The thing that I love the most is, when we have these initial conversations (about brand)...that process of discovery where we're able to listen to our clients and hear what their aspirations are is truly amazing.”



On Populous Activate:

“We're really evolving...The buildings themselves are so complex. And the audience they're catering to is really diversified and it's changing rapidly...

It's gone from (being) all about the in-seat experience to, really, a lot of dynamic things...that really extend the experience of the building well outside...that has really reshaped the way we think about design.”



Populous's work on new projects and renovations

“It really is incredible when you see the lineage of events that actually leads to breaking ground on a project...especially when you're talking about a major pro (team) building, when you imagine all the significant pieces have to fall in piece (for the project to happen)...

There are many instances (also) to extend the life cycle of an existing building...



Helpful Tool:

MacID for iOS (free app to unlock your Mac devices all from your smartphone or tablet)



How it worked before Populous

Populous has been around for 30 years → “We were really pioneers in the industry...We've seen consumer patterns change and the leagues evolve; and the needs of our clients (have evolved)...

(notes how Populous has brought in specializations of several areas to help Populous remain a full-service firm to cover all bases)



On designing buildings that are “future-proof”

“How do you future-proof our building, so that 20-30 years now, it's going to be as viable as it is today...The way we have approached it is we try to stay on the forefront of innovation...

We know technology is going to change...(So) what we try to do is creating a pipeline, a conduit so that, over time, you can evolve and adapt (with technology)...”



On designing buildings that are “future-proof”

“These are big buildings (and) there's a ton of amenities...(ad) there's a period where there is a test of that market...We (and our clients) will see how the building is performing (financially and otherwise) and...it's not uncommon that (after years), we will go back and evaluate and (execute) some day two projects.

What we've learned is that you have to create an adaptive platform so that, over time, you can allow that evolution to take place.”


Best Of...Brian Mirakian on theDigital and Social Media Sports PodcastOn designing for client venues:

“The reality is it has to do (everything). That's where the challenge lies...Fundamentally, (the goal is) to create a great game day experience...and generate revenue. And do it in an efficient way for our clients...

It's important for these buildings to have a fantastic in-seat experience...but it's all the other peripheral elements that are becoming more essential...(Now) we're thinking about designing the building (based on the experience) that starts with you buying your ticket. [Brian notes how Populous takes into account every step the fan takes on a game day and what they're exposed to]...”



“It really is a comprehensive design motive. We think of these buildings as thousands of moments of connected experiences and we try to design something really powerful at every point of engagement.

When you break that down, there are so many pieces that are part of the equation. But the best buildings are the ones that take all of that into consideration.”


Best Of...Brian Mirakian on theDigital and Social Media Sports Podcast“

As we look at the next generation of fans and the sort of things they want is, in many ways, much different than prior generations...

For instance, with Millennial fans and (younger), and the things they enjoy and interact with (technology-wise)...(the at-home experience) lends itself to a new challenge for us in terms of how do you create something more powerful in-venue for the next generation of fans?...

The best building will...really accomplish both things – somewhere exciting for people to gather and will be very technologically advanced and will tap into the needs of the consumer.”


Best Of...Brian Mirakian on theDigital and Social Media Sports PodcastOn balancing tech vs. nostalgia

“The important thing is that people are social (and) want to be together. There' something so powerful about 65,000-70,000 people coming together at a sporting event and sharing that common experience together. That's what these buildings do...

We always want to have that. It's always a draw embedded in people's DNA...What you can't replace (at home) is that palpable, emotional experience of being in a venue together with 70,000 people. That's essential...”


Best Of...Brian Mirakian on theDigital and Social Media Sports Podcast“From a technological side, one of the things we know is that

people want to be able to have the basics (like cell service and WiFi connectivity)...

I think this is where a lot of the advances are going to be made in the next couple of years...enhancing the essential infrastructure. (Then) beyond that, you're going to see a tremendous amount if opportunities to engage (in-venue), extend (it) beyond the venue...sky is really the limit...

Looking at some of (the technology in place now at venues) really powerful augment the experience. They are not only the basics, but are the essential things people really demand now.”


Best Of...Brian Mirakian on theDigital and Social Media Sports PodcastOn balancing tech vs. nostalgia

“The important thing is that people are social (and) want to be together. There' something so powerful about 65,000-70,000 people coming together at a sporting event and sharing that common experience together. That's what these buildings do...

We always want to have that. It's always a draw embedded in people's DNA...What you can't replace (at home) is that palpable, emotional experience of being in a venue together with 70,000 people. That's essential...”


Best Of...Brian Mirakian on theDigital and Social Media Sports PodcastOn determining the fan experience for each client

“These organizations are becoming more savvy. They're researching the market and seeing what's happening in peer stadiums...What we try to do is create a good road map (and) to educate our clients on the opportunities and what is happening in the world...we connect the right sort of partnership alignments together and help clients get from point A to point B...We're not a technology solutions provider, but we work with a lot (of them).”

It's really about our responsibility of understanding our clients' wants and needs...and conceptually saying 'this could be the right fit and these are the type of people we should be aligning with.”'



On working across client organizations:

“Every situation is different, but I think the best and most fruitful conversations are when you can get everyone around the table...talking about creative solution and the way in which fan engagement could exist in new and different ways, as well as having the pragmatic element of the solutions provider at the table, as well...when all those parties are collaborating together (leads to) the most beneficial outcome.”


Best Of...Brian Mirakian on theDigital and Social Media Sports Podcast“When you look at the way in which new technology

platforms can (enhance) the fan experience...and the way in which you can build fan culture through technology streams and social streams...and the way that interweaves with the stadium architecture itself is an extremely valuable proposition for our clients.

When they think of the building not only as a place (for fans) to physically, but (also) to think of it as this epicenter where all this peripheral activity occurs. From a revenue standpoint, (that thought) is really essential to that equation.”



On what may be ahead for at-game experiences in the near future:

“I think you are going to see a lot of the consumer tendencies of Millennials start to take shape...so the way I which we design premium amenities is going to be different. It's going to be personalized (and) highly customized. This next generation of fans and consumers wants to be part of the experience...


Best Of...Brian Mirakian on theDigital and Social Media Sports Podcast:”They want fun, they want adventure, they want to be able to

freely choose the different (areas) in a venue they can experience...You're going to see fewer physical seats and more social spaces. More places for brands to activate, more places for fans to gather together...You're going to see some exciting advances technology and that's all going to shape a very different in-venue experience.”

Cities are becoming more and more urbanized...When you're looking at 20-30 years from now, the way in which ballparks and arenas are going to be embedded into the urban fabric...they're going to be very much activated at all times...is very exciting and will pose a lot of challenges, as well.”



Share-able Stat: 80% of NFL fans have their mobile device in their hand while watching game (Perkins Miller Agency)

Bria n's ta ke : “When you imagine the effect of the second screen phenomenon and the way in which fans are constantly wanting to be tapped into a broader conversation, texting, tweeting, seeing what (else is) happening around the league...It's very important to think about as you're designing for the future, from our standpoint...The NFL has not just done a good of leveraging their fan culture...they've (also) created an in-venue experience that's just as powerful (as their brand).”



The most memorable venue on which Brian has worked on the design

“It's kind of like picking your favorite child...I would say, a recent project, the new Las Vegas arena is one of the most memorable venues, because how do you design an entertainment venue in the city of entertainment?”



Brian's favorite piece of historical architecture

The Pantheon (in Rome, Italy) → “An amazing building...When I stood inside that space for the first time, I instantly thought that was my favorite building I've ever been in.”



The most challenging sport to design for and why

“I'd like to flip that it a little...and say one of the most challenging building types in sports architecture is an arena, because it has to host so many different types (of events)...and being able to create the sort of environment that's flexible, and can adapt, for all those types of events is one of the most challenging design-related issues when we're doing these buildings.”



A memorable brand activation at a venue

“One of my favorite brand activations that we have done is at Consol Energy Center in Pittsburgh...an activation for a large media group that was an all-time team zone and one of the things we highlighted was a virtual Stanley Cup...

We did a high resolution scan of the Cup itself and created a virtual Stanley Cup. So when fans come in the space, they're able to hold it up...in a virtual reality environment.”



The sports venue with one of the best surrounding city atmospheres and why

“Petco Park in San Diego is my favorite. Just the way in which that building connects into the city. The activity, the Gaslamp District, and all the amazing growth that has happened around that project...

When you go back today and see all the restaurants, the condos, the hotels...that one really stands out.”



One reason the “Little Apple” (Manhattan, KS; location of Brian's alma mater K-State) is better than the “Big Apple”

“Because of Aggie-ville, which is the college bar district that's right off campus...It's such a fun place (and) a great college town. I always tell people that if they have a chance to go to a football game there, it's a magical sort of place on a Saturday afternoon...it's such an idyllic place, it's an incredible college town.”



The most memorable sports event Brian has attended

The Women's Gold Medal Game at the 2012 London Olympics at Wembley Stadium → “Being able to see that scene, take it in, watch the U.S. Women win the Gold Medal was just incredible. The patriotic feeling if being an American in London and seeing that happen is hard to describe.”



The most important of the fan experience

“The same as it's been for a couple thousand years and it's being together. Being together with other fans. That's the thing that's never going to change...

There's going to be a number of things that will change – the stadiums, the technology, but just creating great places where people can come to be together to watch an event together is just the most special thing.”



The best food Brian has had a sports venue and the best food he had at South By Southwest

Sports venue – Sushi at Petco Park

SXSW – At the food truck area called South By Bites, Brian said he had some great street tacos



The next U.S. City Brian thinks will get an Olympic bid and when

Brian concedes he has no idea, but says he'd love to see Chicago – “Because I love Chicago. It' a fantastic city (and) there's so many great elements that I feel like could support the Olympics. (Though) it'll be many years from now.”



Brian's Social Media All-Star to Follow:

@JasonBelzer (sports attorney and Forbes contributor)

“He is a great, young guy (that is) super passionate. He's super plugged in...he always has a unique take. The stuff that he tweets is really relevant and you get a lot out of his insight on innovation in fan experience and consumer culture around sports.”


http://www.twitter.com/JasonBelzer


Where to find Brian and Populous on digital/social media

@BrianMirakian on Twitter

@Populous on Twitter

[Both great follows!]


http://www.twitter.com/BrianMirakian

http://www.twitter.com/populous


Thanks so much to Brian Mirakian for joining the Digital & Social Media Sports podcast!

For more info on the podcast, check out DSMSports.net and follow me @njh287


episode 42 of the dsmsports podcast w/ brian mirakian of populous

Business

social media sports

brian leadsweve

director of populous

years populous

leader of populous

unique brand

unique story

unique places