Episode 11 Transcript
John: [00:00:00] So in this episode of giant stories, we had a great opportunity to talk to Monica. Paul, she is the executive director of the Dallas sports commission. And for those of you not familiar with what they do, they are primarily responsible for bringing sporting events to North Texas. So, uh, little thing called the world cup is happening here next summer.
John: We’re actually having nine matches. And so listening to Monica walk through the process of going through the bid, uh, for North America to be able to host, and then for Dallas to be able to get In and of itself, a pretty fascinating conversation, the, the layers of logistics and partnerships with.
John: Businesses and sports organizations and local government just to bring it to life and bring it here was incredible. But one of the things I really found most interesting about this conversation was the, the, uh, the, uh, the love that she showed for WWE and what they taught her about what a great event can look like.
John: There’s some really interesting insight that she provided [00:01:00] and it makes for a fantastic story. So you guys enjoy and get fired up for the world cup next summer coming to Dallas. Welcome to giant stories, a podcast inspired by people and brands with meaningful stories to share. I’m John Kiker, your host and president of medium giant, a fully integrated creative agency in Dallas and Tulsa.
John: While the tools we have at our disposal, create and share stories have never been more broad. The fundamentals of great storytelling remain as transcendent as ever. Despite the headwinds our industry faces, clients and brands will always covet companies that remain steadfast. With a steady eye on culture and understanding of the business dynamics in hand and a commitment to the fundamentals of what makes a great story.
John: So anybody with any knowledge of Dallas and North Texas, especially from a sports perspective, knows what’s going on here next summer. Um, as we are set to host nine. That’s right. Nine. Uh, you, you know, you know that number better than anybody. I’m sure FIFA World Cup matches, including one of the semifinals is that here’s the biggest of events, um, comes to North America, which is just unbelievably exciting.
John: What [00:02:00] everyone may not know is that the Dallas Sports Commission is intimately involved and, um, has been, and continues to be in those efforts. So we’re excited to have Monica Paul, the executive director of the Dallas Sports Commission here to join us for this episode of Giant Stories. Monica’s almost 11 year tenure with the Commission, really its entire existence, can also be overlapped with some of the most exciting events that have happened in North Texas.
John: Think about the NHL Winter Classic at the Cotton Bowl, which was so friggin cool. Um, think about the NCAA Championships that have been played here and continue to be played here. If there’s a sports related meeting or event happening in North Texas, there’s a really good chance that Monica and her team are involved.
John: Each year, the dozens of events that they bring to the market have hundreds of millions of dollars in economic impact. Nobody has more passion for this market. And the kind of shows that we can put on for residents and guests prior to the Dallas sports commission, Monica spent several years with the Dallas CVB leading sports marketing, and prior to that worked with USA volleyball.
John: She’s a proud alumni at the university of Texas at Austin, which as a sooner, I will be like, okay. [00:03:00] Uh, here we go, but we’re glad you’re here, Monica. Also, uh, University of Northern Colorado in Greeley, which, um, I’m glad we got it out of the way that she only had to set foot in, it’s, it’s a lovely town, it’s a great school, but she only had to be there one time.
John: Um, safe to say that sports is in her blood and we are super excited to have you on the show. Oh, very excited to be here. Thank you. Thanks for joining us. But what, what a time to be alive in your position right now with what’s coming.
Monica Paul: Uh, a lot of excitement and I can, uh, day by day, you see it building here.
Monica Paul: Um, a lot of people wanting to know how can they be involved in the world cup, uh, whether it’s through volunteering, staffing, uh, purchasing tickets, being a host city supporter. So. Uh, I think future is very bright from a sports standpoint. Oh
John: my goodness. Like, yeah, well, we will get to the World Cup in a second, but we always start off these podcasts with asking our guests to tell us their story.
John: So how did you get to where you are?
Monica Paul: Sure. Uh, well, grew up in a small town, uh, Caldwell, Texas, about 2, people right outside of College Station, Texas A& M. I played sports, uh, growing up and, uh, ended up. [00:04:00] Uh, going into University of Mary Harden Baylor in Belton and playing volleyball there, uh, my freshman year.
Monica Paul: Uh, I tore my ACL, but quite honestly, maybe curfews and Monica didn’t maybe quite mix, or that wasn’t my idea. What was your position in volleyball? Uh, I was a setter. Okay. Um, so I transferred to the University of Texas and had the opportunity to work with the volleyball program there and just happen to be in our
John: program.
Monica Paul: Uh, and, uh, our head coach, uh, was offered the Olympic and national women’s national team, um, coaching job. So he asked me and an assistant coach to go with him. And, uh, I was. Maybe 20. Uh, I had about 14 more hours until I could graduate, get my undergraduate degree. And, uh, I’m like, you know, there are way more people qualified than I to, to do this position.
Monica Paul: So I’m like, this is once in a lifetime. So I moved up to Colorado Springs, lived at the Olympic Training Center, worked with the women’s team, [00:05:00] uh, made 50 a week. And, uh, but lived in the training center. I traveled all the time. Yes. So ended up finishing my degree, as you mentioned, then going to university of, uh, Northern Colorado, uh, through some distance learning.
Monica Paul: He got my master’s degree as well. And, um, Ended up staying probably another four years there with the national team, but then, uh, transitioned to Junior Volleyball Association of Austin. So, uh, for people here in Dallas, if they see the big volleyball tournament, then the young kids that are over at the convention center.
Monica Paul: I’ve done
John: my tours at the convention center. Yes. A few times. So,
Monica Paul: I, I, I ran that, uh, Lone Star Classic, uh, for many years and, uh, other tournaments. And then ventured on to USA Taekwondo, National Senior Games, which was It’s one of my favorite events, uh, still ended up back at USA Volleyball, working on some of their international events and this position in Dallas came open and, uh, it was a great way for me to get back to Texas, but then kind of work on the opposite [00:06:00] side of what I had been doing.
Monica Paul: So I had been working on the events and sponsorships and, uh, the operational side. So, and working with many cities to place our. Our events and, and various cities. So it worked with CBBs, sports commissions, uh, and had always an interest to get here. So very thankful. I couldn’t, couldn’t imagine, um, doing this in another, in another city.
Monica Paul: Uh, I don’t think there’s another city and region that has the infrastructure and the assets and honestly, the people. I
John: think there’s a whole can do that goes into this whole thing. Absolutely. He can’t pull it off without, without a lot of that. Um, just out of curiosity. So with all the time that you spent with, with USA Volleyball, most memorable trip or moment or tournament or event that you.
Monica Paul: Oh, well, it’d have to be the Olympic games. So I went to, to, uh, Sydney, uh, with a, a team that we had no. Well, we didn’t anticipate being able to play for a medal, uh, and you just saw this team continue to build, to [00:07:00] build, we were playing for a bronze, uh, we lost, so we didn’t medal, but, uh, so there was a big transition over that four years, uh, first Olympic games, and then I went to Athens as well, and kind of the exact opposite, uh, happened to that team, but, um, I’ve traveled probably over 27 different countries and the different cultures and experiences and, uh, just a different way to see the world.
Monica Paul: So very grateful for, for those years.
John: Yeah. Well, so let’s take that experience and, you know, not only from, from being able to travel and, you know, see how events happen in other places. And certainly, um, working from the perspective where you’re selecting this, you’re helping to select the cities where an organization is going to go to your role with the Dallas.
John: Sports Commission and and getting the opportunity to to put this city in this region on stage for FIFA Walk us through the that whole process of of you know, even you know before north america was selected I’m sure that you guys were in conversations like look if this is going to happen they have to have a set of cities in mind that even [00:08:00] go into the presentation to just walk us through our the the commission’s involvement in that
Monica Paul: well The bid process it always really starts out with Do we have the venues?
Monica Paul: Do we have the infrastructure? Do we have the hotels and living in a city like Dallas or even extending from a regional perspective here, we definitely have the resources and the facility. So that’s usually our first step with that. And each kind of, each kind of bit is a little bit different. Um, you know, the time of year is important.
Monica Paul: So, uh, if like a June, July, we’re, we’re, we’re working on world cup, uh, definitely have to think about, Hey, uh, you know, we’re going to have hundreds of thousands of visitors here and in the heat of the moment. So what are some, uh, additional incentives or events or shade structures or. Across the board in the operational piece, but, uh, from a World Cup perspective, this bid was a little bit unique.
Monica Paul: Uh, one, [00:09:00] people were like, how long have you been working on this? And I say, well, 2017, this World Cup bid started, right? However, I consider it really 2010 because the bid for 2018 and 2022 came out, uh, in 2010. We weren’t successful, but, uh, it, it laid a great foundation for us. And the, one of the reasons it’s unique is.
Monica Paul: We’re having to bid for our country. Uh, so in 2010 for 2018 and 2022, it was just the USA. This one for 2026 was three countries. So all of North America. So you’re really helping us soccer, Canadian soccer federation, Mexican soccer federation, get all the cities together. Um, and. Identify all of the facilities that could serve for matches, base camps, training venues, the hotel piece, uh, airports are extremely important, uh, to have that built out and putting all of that in front of them.
Monica Paul: And even [00:10:00] more so, not just the operational pieces, but your legacy pieces, how could this event hosting the world cup or even any event, you know, what type of lasting legacy can, can this. So, uh, You know, provide for the, for the area. So, uh, we’re thinking kind of pre-planning the event. Yeah, right. Um, while we’re bidding.
Monica Paul: Now, once it was named that North America was the host, then it’s, you know, gloves are off. Right. And then you’re like competing against other Yes. You’re competing in a normal bid process, uh, against, uh, other cities. And, uh, it’s. Um, I think we know what we have here. We’re proud of it, but we’re not, uh, um, I don’t think we’re like, uh, you know, we’re not throwing it in someone else’s face, uh, of who we are, but we’re very proud of, uh, what we have.
Monica Paul: It’s a quiet confidence about it. Correct. Right. Correct.
John: I love that. So all things being equal, like let’s say, um, throughout that process, you know, they’re, they’re [00:11:00] considering Dallas and they’re considering, Let’s say, um, Minneapolis. And so like, let’s say that on the surface, all the facilities are the same airport access, all these things are, which they probably aren’t.
John: I’m picking out maybe two different markets, but assuming that all things are the same, like what’s the angle for Dallas, how do you guys. Pitch what’s unique about North Texas to especially an organization like US soccer is helping decide some of those sites with FIFA
Monica Paul: Well, I think there’s there’s a few areas that we always highlight one We want to be the best and we want win win partnerships and relationships We’re not going to be successful or consider ourselves successful unless a US soccer or the event is setting records And they’re you know continuing Continuing to elevate their product as well and vice versa.
Monica Paul: I mean, we, there’s a lot of ways that events help not only from an economic impact standpoint, uh, brand positioning, uh, global positioning, uh, and then kind of legacy pieces are, are really are, are things. So, uh, we approach it like that. Um, but then. It’s [00:12:00] also true partnership and then, um, the people at the end of the day, it’s the people here that, uh, kind of, uh, I won’t say, uh, the hospitality, our Texas hospitality, it shines through, people tell us about it all the time, um, you know, we’ll have a very entrepreneurial.
Monica Paul: Can do spirit here in, in Dallas and it, I would say oozes, but people, people can, can feel that and they’re like, you know, we have different conversations when we’re, when we’re here in, in Dallas or, or working with a stadium or Yeah. You know, one of our professional teams of how, how can we continue to elevate and raise that bar?
John: Well, and, and if you, if you look around the state, I mean, there, there, there’s a track record from, just, from a pure economic perspective of, of a lot of companies. that are choosing to relocate their businesses here. And, you know, obviously there’s a lot of incentives that are provided and all that kind of thing, but I, but, but the, the common thread that I [00:13:00] see in that is that city and state government helps and they, they, they get involved and they get in the pitch.
John: And so one thing I have found about our civic leadership is that they are all galvanized, whether it’s. From the governor all the way down to really get involved and see how they can help out with the cause, and I’m sure that was the case. Oh, without
Monica Paul: a doubt. And you know, even, you know, Governor Abbott, uh, he has two, two cities that’ll be hosting World Cup matches.
Monica Paul: So, and he provided support and his staff were actually present in our pitch, uh, to FIFA, uh, before they had made host cities. And we’re very fortunate here in Texas that we do have, um, you know, Trust fund programs that allow us to offset some of the cost, uh, use some of the incremental tax dollars that that event will bring in to offset some of the cost, uh, and that just continues to help us generate additional events coming, but it can help us to ensure that we’re successful, which means our businesses are successful, um, as well.
Monica Paul: And, [00:14:00] and you’re right. I mean, um. You know, maybe we’ve had a history here of other cities of like, no, that’s mine. That’s my, you know, the stadium is here. Hotels are here at provincial center in this city. Um, but world cup really is takes everyone. So everyone has to pull together and we have to operate as one team, uh, to be successful.
Monica Paul: And so far, uh, we’re, we’re, we’re seeing that, um, and knowing that this event is going to benefit. the whole entire region.
John: Talk about that process because obviously you’ve got the city of Dallas, you’ve got the city of Arlington where the stadium sits. From a logistics and events perspective, you have to pull in Fort Worth, you need to pull in, you know, Frisco, Plano.
John: Um, in a, in a sense, there’s, there’s, it’s a massive advantage because you have all of these partners who have their own facilities. Like, you know, there’s not much that has to get built. Per se, compared to some other markets or other, uh, other nations that have hosted the cup before, but talk about that process of coming together and like logistically figuring out how can everybody really benefit from this?[00:15:00]
Monica Paul: Yeah. I mean, it starts kind of with, with the venues of like, all right, Arlington, you have AT& T stadium there, so we know the matches are going to be there. But as part of this bid, we had to outlay. I think we put forth 11, 12 different training venues and base camps. Ultimately, we’re down to, well, they’ve selected seven here.
Monica Paul: So five base camps and then two, uh, venue specific training sites. But you’ve got one that’s in Fort Worth, one that’s in Denton, one that’s in Frisco, one in Dallas, one, um, in Irving. Um, and then you have the hotels that kind of go around, around those pieces as well. Not only the competition side of it, but then you look at the ancillary events and the fan festival.
Monica Paul: And because we are such a big region, it really takes people identifying. Okay. We do want a fan fest. We do want a public viewing event or a fan zone. So then in the summer, which is a yes. And then from [00:16:00] organizing committee, you’re like, okay, how can we make sure that we have good regional representation here?
Monica Paul: So everyone gets a, a little piece of the pie, I guess. Um, but we know that residents, um, are going to be participating in this world cup too, whether it’s from attending matches or going to watch parties and fan festivals or, uh, volunteering. Um, those types of things. So, um, it, it starts with the, the mayor and the city manager level, and then kind of the working with the different departments within the city and the facility owners directly as well.
Monica Paul: Sure. Because, um, you know, that’s. So if we don’t have that, uh, well, we, we, we lose out.
John: Talk about, um, because it, you know, you could drive literally any direction, um, in the market right now, and you can see a ton of construction going on, whether it’s infrastructure or hotels or whatever that, talk about some of the efforts from an infrastructure perspective that are involved to just to make this.
John: Uh, [00:17:00] this event, which we’ll, we’ll get to the nine matches cause that’s a whole another layer to it, but they would talk about all the efforts that are involved right now in getting ready for this event.
Monica Paul: Yeah. So, I mean, there’s some key areas for sure. Uh, transportation being one of them, uh, safety and security probably being another.
Monica Paul: Sure. Um, you know, from a transportation standpoint, we’re. Working with the North Central Texas Council of Governments and Michael Morris, uh, and his team, as well as with Trinity Metro, DART, uh, you know, we have to ensure that, um, it’s kind of seamless, uh, when people arrive at the airport, that they can easily, you know, take rail transportation or bus or share.
Monica Paul: Yeah,
John: that’s a whole nother thing. People thinking about the partnership with DFW Airport.
Monica Paul: Oh, they must have gone through at least five, six different workshops already on FIFA stuff. So they are well advanced in the, in the planning process of it. But we’re looking at it not only from like FIFA’s key stakeholders.
Monica Paul: So not just the teams and their staff and the referees and officials, but [00:18:00] those. Hundreds of thousands of spectators that are that are going to be here and another layer on this one Is that well, we’ve hosted Super Bowls and Final Fours and WrestleMania. This one has a very high Potential for international guests, right?
Monica Paul: It’s all over all over the world. People will be coming here A lot of other places in the world other World Cups have a very dedicated Metro type of, uh, a system or even where they live a lot of places in Europe. That’s how they, that’s how they travel on a daily basis. Right? So we’re, we’re figuring out.
Monica Paul: We’re not there yet. Yeah. We don’t have that yet, but we have pieces of it. So we’re, we’re utilizing the DART working with them and Trinity Metro, uh, so that credential holders and, and the spectators can on match days can utilize that. And then obviously we have to rely on buses, safety, security. We have.
Monica Paul: Probably 18 different focus groups and working groups across the entire Metroplex. So even people like, you know, Irving is, is [00:19:00] one of the, the, the base camp locations that could be chosen. Well, they have representation on other, other of the 18 subcommittees and focus groups around safety, security, even though.
Monica Paul: It may not really affect them, but that communication and ensuring that the, the whole Metroplex has a clearer picture of kind of what’s going on. But then we have human rights, sustainability committees that are, that are going on a lot of discussion right now in various cities, uh, within the region, uh, in terms of beautification, what are some things and sidewalks that maybe we want our downtown or, um, you know, high traffic areas to maybe.
Monica Paul: be spruced up a little bit. Not that it’s bad, but there’s always some improvements so that, um, people can, uh, our guests and visitors can have an enjoyable time.
John: For sure. So let’s talk about the nine matches because I think most of the other markets, I’m guessing, are somewhere in the neighborhood of three to four.
John: Um, some, maybe a little bit more than that, but just having by far the most happening here, [00:20:00] talk about just from a logistical perspective, because you could have a number of teams sitting in the market and any, at any given point, depending where they are in the rotation. And the, the, you know, you talk about all of the training centers, but it’s the fan bases that are all going to be here concurrently too.
John: And how do you guys think about that? I mean, it’s an amazing opportunity for the market, but logistically. That’s it’s gonna be pretty crazy.
Monica Paul: Yeah, and we well we look at that match schedule that has come out in numerous ways If we look at our first two matches Actually, our match days are the same as Houston are just the first two and typically, you know You think about a Super Bowl or Final Four that happens We’ll say over a week down period with the ancillary events, but that whole happens in one city in the United States.
Monica Paul: You’ve got 11 cities within the United States that are hosting matches and sometimes where Houston comes in, we would share resource, you know, use, borrow resources from a state perspective, for sure. Whether it’s Staffing, safety, security, whether it’s, uh, buses, you know, [00:21:00] needs and that sort of thing. Well, we’ll be hosting, uh, our first two matches at the same time.
Monica Paul: So we look at a lot of things like that in terms of how is this possibly going to affect us. Uh, you know. 39 straight, straight days. This is going to be the largest World Cup, uh, uh, ever. Um, it, the, towards the end, it gives us the opportunity to maybe add in some ancillary events because you have about seven, eight days.
Monica Paul: Yeah. So maybe it does, that, that week does take on more of the
John: Super Bowl, Super Bowl
Monica Paul: type. Which is funny because it’s already going to be a Super
John: Bowl. It’s almost like another level, right?
Monica Paul: To, to, to build up. Um, it gives us a great opportunity to. Also program the fan festival. So, which, uh, we’re projecting to be out at, out at fair park.
Monica Paul: So some other concerts, concert series, maybe a little state fair feel every now and then, uh, get
John: some Fletchers out there. Might be
Monica Paul: some Fletchers, maybe some, uh, Ferris wheel, uh, Texas [00:22:00] star taking shape. Um, see what we can do with big techs. Uh, he can welcome them to the, to the fan fest. So a lot of ideas going on.
Monica Paul: Worst. Still very early in our planning process.
John: I love that. I mean, because a huge part of the opportunity is not just to look at them for the games, but to Um, you know, help indoctrinate them into North Texas culture and all that it represents. And so that’s got to be a huge part of the experience that you want everybody to take some piece away of, right?
Monica Paul: Yeah, that’s a, that’s an important piece for us as we plan not only fan festival, watch parties, other ancillary events that, that, that pop up is how can we share with them? Uh, all of our visitors, why we love living here in the North Texas area and whether it’s different attractions, different foods, uh, that, that make this special, uh, we want them coming away and say, Hey, I can’t wait for the next time that I come back to Dallas.
John: For whatever the event is. Yep. Um. Just out of curiosity, [00:23:00] totally switching topics to the, to the, uh, to the NHL event at the Cotton Bowl. How hard was that to pull off? Because I remember the weather that day was pretty warm. It was perfect. Yeah.
Monica Paul: Actually, it, uh, That, that, that event makes me smile, actually still gives me goosebumps today.
Monica Paul: I was, actually had to do a site visit, uh, out at Fair Park as we’re looking at FanFest. So for
John: those of our listeners who don’t know or aren’t familiar with Dallas Cotton Bowl, outdoor stadium, historically venerable stadium in Dallas Fort Worth, An ice rink sitting in there on, on New Year’s day for, for, for a game and ice rink in North Texas.
Monica Paul: Yeah, like 88, 000, 85, 000 people there. Uh, and you know, the weather was the component because I mean, it’s a science. These guys, how they kept ice out. In an outdoor stadium, and they know what they’re doing, but I know it’s like, okay, clouds, it can’t be this, the temperature needs to be this, this time of day makes, if, if this happens, then the ice is going to melt and we’re, you know, we’re going to have issues, but still best memory of 2020, because that was [00:24:00] January 1st, 2020, and then we all know what kind of happened in March.
Monica Paul: Um. But to be able to pull that off, we actually had a fan festival in part of the Midway, uh, out there. That is one that I would very much love to, to come back here to the North Texas area. We definitely know that the, the Stars fans and the hockey fans really enjoyed it. We also know a little bit more about their beer consumption, uh, as well.
Monica Paul: They ran out if I recall. Uh, no, they may have run out of different, some, in another city for a winter classic, but they did not run out here. We, that was like top of, one of the top things on the list whenever we were going through, uh, um, the event planning. It’s like, you think you’re ordering enough, but just Just
John: plus it up.
John: Just
Monica Paul: plus it up. Yes. Just trust us. Priorities. When we, when we say yes.
John: Well done. Um, so you’ve had exposure to a lot of sporting events, whether it’s within North Texas or around the country, even around the world. Talk about, you know, When you guys set up this event, obviously it needs to [00:25:00] be uniquely North Texas and, um, that, that, that combination of, of our story, plus the FIFA story and the FIFA brand, which, um, they’re, they’re, it’s very strong.
John: They’re very protective of rightfully so because of, of what it means to millions around the world. But you’ve been to enough events to see like, okay, this went really well. This was a good story. This was a good experience. What are some of those events that you’ve been to that you’re like, wow, we should pick some things off, up off from what they did.
Monica Paul: Well, I, I use, um, WWE and WrestleMania a lot. Uh, one, it’s, you know,
John: some of the Did not have that on my bingo card,
Monica Paul: but Well, I’m going to tell you why. Um, they do a lot within the community. And I think, you know, we can all sell tickets and the revenue that’s generated, obviously, that’s very, very important.
Monica Paul: Uh, the exposure, the sponsorships, kind of go along with it. But so many of these big events, it’s about what are we leaving behind here within the community. Or how can kids, [00:26:00] uh, that, you know, may not have access to be able to attend or even participate locally. They don’t even have courts, fields, which, you know, what, pick your, pick your, uh, uh, sport.
Monica Paul: Um, Sports deserts, basically. Yeah. They don’t even have opportunity, the means to participate in sport. And WWE does a phenomenal job getting out in the community. Some of it is, um. You know, with veterans, some of it is anti bullying. They, uh, do a breast cancer awareness. They do, uh, um, uh, um, a kind of a workshop with veterans who are trying to get back into the workforce and help them, I would say dress for success, but like their resumes, uh, do interviewing techniques and really dedicated platforms.
Monica Paul: Uh, make a wish, uh, is one of their partners and their. Superstars are integrated and participate and they show up and I, I, I just, it’s one [00:27:00] of the lasting things we can set. Yes, we set attendance records and, uh, for both of our, uh, WrestleManias that we, that we’ve done here, um, over the past 10, 15 years, but it’s the community piece that, uh, I love that I think WrestleMania or WWE does it, uh, really well.
John: That’s, I love that. And that’s great. Um, let’s talk about. Technology. Um, and if you think about all the ways, if you are not On site at an event. Technology gives us a million ways to consume sporting events now. I mean, you can even, you know, in Dallas or in Frisco, you can go up to the Cosmos, see a very unique technologically brilliant experience there or on your phone or obviously at home.
John: How are you guys thinking about technology and its role? When the event comes to town and how you’re going to integrate more immersive type of, of things into the experience.
Monica Paul: Well, some of it, uh, we rely on FIFA and what they’re going to be able to bring to the table. They will have their own app. Uh, we’re still kind of waiting.
Monica Paul: [00:28:00] What does that incorporate or include? What do you already have built? And what are things that we may need more of as a communication tool with all the visitors? Sure. Uh, whether. Yeah, I was going to say the language translation is one thing, but, you know, we, we’re going to need to talk to them about, Hey, here are the transportation modes.
Monica Paul: Here’s when the buses are coming in, uh, rather than create five, six different apps, right? You might as well integrate it into the, as much as that information into the FIFA app. So that’s really, uh, one of the key areas. Uh, the other is, kind of delivery of, of different content. Um, yes, we’re preparing for a fan festival with, 35, 40, 000 people.
Monica Paul: But then what is that option to stream and then stream also in multiple languages and have the watch parties, uh, you know, available,
John: right.
Monica Paul: And, and which allows our own language
John: screens and all that. So,
Monica Paul: um, [00:29:00] accessibility, um, is something that, uh, we’re also, uh, heavily looking at in, in certain areas. And sometimes that takes some.
Monica Paul: Technology that maybe traditionally we don’t look at or haven’t had to do, um, for, for past events. So that’s kind of where we’re looking at it. And then hopefully some of the brands that we’ll be working with as host city supporters or some of FIFA’s. Commercial affiliates, you know, um,
John: they’re
Monica Paul: probably, yeah, they’re probably operating on a whole different level than what we’re looking at.
Monica Paul: And we asked, yes, I think that’s also then become some lasting legacy for us as well, that we incorporated into our future event planning, or it’s just stuff that’s left here that we’re able to, to utilize in the future.
John: Talk about, um, you mentioned local partners. So how are you guys, so obviously FIFA has a list, a list of, um, Global sponsors who are at that very high tier of partnerships.
John: But obviously there’s a chance for local brands to be able to participate. How are you [00:30:00] guys viewing opportunities for local brands?
Monica Paul: Yes, so FIFA has their commercial partners and commercial affiliates some just with FIFA some that are just World Cup or Club World Cup focus So some have a footprint
John: here too, which
Monica Paul: is yes.
Monica Paul: Yes. We they have a lot of our partners. They call Dallas and DFW home But each host city is allowed 10 host city supporter packages, uh, and that incorporates everything from sweet and hospitality, some media, uh, legacy and community, um, components, uh, that kind of go in that activation at fan festival and other watch party and zones that we have set up here.
Monica Paul: So it’s really an opportunity, kind of a. Pretty substantial opportunity to not only get the brand exposure could be to provide opportunities to employees through voluntary Securing volunteer positions of tickets and hospitality or key every you know, many people want to go to the actual matches Uh, but we actually also have to work with [00:31:00] fifa to ensure that any of our host city supporters are in conflict with their uh, commercial partners.
Monica Paul: Uh, so a lot of communication that goes, goes back and back. Uh, as we continue down, probably get to our one year out, then there’ll be some other community champion, uh, donors, those who are really looking to maybe provide some lasting legacy. It could be in the sustainability front. It could be in, um, soccer field, soccer equipment, and some of those soccer deserts that we, that we mentioned earlier.
John: It actually makes me reflect on the local market because World Cup, for those of you who were born after World Cup was here in 94, right? Yeah. I actually got to go to a game. I was living in DC at the time. I got to go to a match between, uh, Italy and Mexico and it, and it was fantastic. But I, but I know that since that time there have been a lot of people in a lot of organizations.
John: I mean, you know, you, you could talk about FC Dallas and the Hunt family, but there’s been a lot of local people really, really championing this cause. So like how, you know, for, for you to be involved with the [00:32:00] commission, um, Basically, since it’s existed, like how gratifying was it for you guys when you finally got it across the line that Dallas was going to be able to not only host, but, you know, just to, to, to get nine matches and really have the, uh, the thumbprint on this experience that you guys are going to be able to have.
Monica Paul: Well, it, it was like, you could breathe a little bit, quite honestly. Um, you didn’t get to sit and like smell the roses and enjoy it for too long because then the realization of. Oh, okay. Now we have to get it to operation mode. Everything that we promised over here, we actually have to do right. Um, but you know, when you, I get to speak at a lot of things that I just left an event in which Dan hunt was there.
Monica Paul: But sometimes I sit out and I, I think and see all the different people that make. Help make these things, um, into a reality and very grateful for the people that we have here because everyone’s always willing to like pitch [00:33:00] in or how can we help? Or Hey, have you thought about this? Um, I’m the one who gets to talk about it a lot and people give me a lot of the credit, but it truly is, uh, a team effort.
Monica Paul: I mean, what? AT& T stadium and the Cowboys organization and the Jones family done with the stadium and how they’re, you know, willing to lean in each of these major events that we host, there’s always a, either a, a venue or one of our professional teams that is also a partner of ours in this. So, uh, to see it work together and kind of see this momentum because after 26, I mean, I’ve made it pretty clear that I won a women’s world cup in 2031.
Monica Paul: There you go. So this. I feel, yes, we’re, we’re organizing for a successful, to host a successful men’s world cup of 2026, but I see this as this, I’m in a bid process right now, even though the bid process hasn’t officially started with U. S. soccer, but I’m like, we, we have to execute this so that they can [00:34:00] easily see, okay, this should be hands down.
Monica Paul: Dallas should be a women’s world cup host city in 2031.
John: Because once you’ve got the blueprint, it’s literally just played the tape.
Monica Paul: Yes.
John: And. Show what you were able to, to execute this level and, and, you know, by 2031, there’ll be even more infrastructure, probably a new convention center.
Monica Paul: Yeah. I mean,
John: a lot more.
John: Fingers crossed that
Monica Paul: that convention center needs to be complete for sure. By 2031, it better be before then. But, uh, yes. I mean, our, our whole downtown will probably, you know, look a little bit different for sure.
John: No, I love it. Um, so. Uh, I would love for our listeners, especially those who live in North Texas, just to kind of get a sense of like, when that, when that month starts next summer, like, I don’t think anybody’s really understands what it is that’s getting ready to come down here.
John: Obviously everybody’s like, Oh my God, more traffic. But, you know, all the work being done on infrastructure, I think, just talk about the, the, the, the enthusiasm and the, the international attention that’s [00:35:00] going to be on this market. It’s going to be like nothing we’ve ever experienced.
Monica Paul: Right. Um, you know, I had the opportunity to go to Russia and Qatar.
Monica Paul: Russia, about three day whirlwind tour. I’d never been to a world cup, been to every major event there possibly is, but never a world cup. And I knew that. Well, the next one was going to be Qatar and I knew the footprint was not going to be what we’re going to be experiencing here, uh, in 2026. So, but both of them were lessons learned, but Russia for me to see the passion, to see the culture, to see the energy that was there.
Monica Paul: That was so different than any other major event. That’s one of the things that unless you’ve been in it, see it, feel it, you can’t, it’s hard to explain to somebody because especially here, we love our football, you know, our college football or NFL football, and those are different great experiences too, but very different from a world cup experience.
Monica Paul: So, um. Um, you know, there’s, there’s going to be [00:36:00] plenty of ways for, for people to be involved. Um, we don’t have all the answers to that right now, which probably frustrates a lot of people, but we, we’re still a year and three, four months
John: out from that. Um. The beauty is you guys are already thinking across the entire region, right?
John: Oh yes. We’re working
Monica Paul: Fort Worth, Frisco. I actually meet with Fort Worth, uh, Frisco in the morning. I spoke, um, in Fort Worth last week, uh, so different planning on the city level, um, and then on a regional level is, is taking place and each city kind of knows here’s where we need to see some improvement or want to host this, uh, type of event.
Monica Paul: I mean, there’s some museums that are like, we’re going to have specific soccer exhibits.
John: Love it. Uh,
Monica Paul: and so there, and They were thinking that two years ago, and now we’re seeing some of this start to take shape.
John: Well, I couldn’t be more excited about the event, and I know just speaking on behalf of North [00:37:00] Texas, we couldn’t be more appreciative of the efforts for you and the Dallas Sports Commission and just everybody have gone through to bring this event to life.
John: It’s going to be unbelievable, and we are indebted to you, so thank you very much.
Monica Paul: Thank you. No, I’m, I’m excited. This is a sometimes once in a generation, uh, opportunity for people. Yeah,
John: can’t wait to make it happen. Thanks so much for joining us, Monica. We appreciate it. Thank you.
Back to Top
