In 2011, All Terrain celebrated its 13th anniversary – a milestone of which we’re quite proud. When we sat down to talk about how to celebrate, a 13th birthday party seemed self-indulgent and obvious. We don’t do “expected.” And we certainly can’t pretend that we deserve all the credit. So we had another idea.
Looking back on our 13 years, there have been a great number of people who have inspired and influenced us, both professionally and personally. How can we share some of these stories and, in turn, encourage others to achieve more?
Q&Allterrain was born – 13 in-depth questions for 13 renowned business celebrities whose creativity, innovation and business expertise have empowered All Terrain to become the integrated marketing agency we are today. Our original series will live here at allterrainjohnny.com, with new installments appearing every few weeks until Fall 2012. The interviews, conducted by All Terrain, will feature an eclectic range of well-known personalities, intriguing leaders across an expansive scope of industries.
We anticipate that you’ll find each spotlight enjoyable and compelling. And we hope that our sincere appreciation for these 13 wonderful people shines as brightly as they have upon All Terrain.
Deep dish, the El train and the Wirtz family. All 3, straight up synonymous with the Second City. And whether Wirtz awakens images of Blackhawks or beverages, one thing is beyond question: this family mean business. All Terrain (our staff in 2009, pictured below) has had the great pleasure to work with both Wirtz Beverage and the Chicago Blackhawks. The family’s professional acumen is rivaled only by their personal warmth. We are proud to call them partners. Prouder to call them friends. It is our pleasure to present Q&Allterrain with Rocky and Danny Wirtz. – Brook Jay, President/CMO
1. Brook: Rocky, you took over as Chairman of the Blackhawks in the Fall of 2007. All Terrain was there and proud to play a role in the new regime and to watch you transform the organization. When you look back on an impressive and growing list of achievements, aside from winning the Stanley Cup – that’s too easy – what is your proudest moment as head of the Hawks?
Rocky: Seeing 2 million people on beautiful Friday afternoon in Chicago celebrating a hometown win. It was gratifying and humbling to be a part of it.
2. Brook: Your changes really helped usher the team – and the perception of the team – into a new era. To think that 5 years ago, the Blackhawks weren’t even on TV in Chicago. Now Danny is tweeting about watching Hawks games on his iPhone. How do you approach and manage the balance between hockey’s rich tradition and necessary innovation?
Rocky: It’s no different than how you sell Crown Royal or Smirnoff – 2 brands with rich histories. You honor the past by embracing fresh ideas and by bringing in the right people. You have to entrust the people in your organization to find the right talent and let them do their job.
3. Brook: The old adage: You’ve got to spend money to make money. It’s another one of the philosophical changes you made to the business of the Blackhawks. You believe in it, but it wasn’t something the team had been used to when you took over. What advice, with that phrase in mind, would you give a new business owner with very little money to spend?
Rocky: You have to invest your own personal equity and commit to being there more than anyone else. And you have to embrace innovation and find a way to be different.
4. Brook: Let’s talk about Wirtz Beverage. You employ more than 3,000 people nationally. You’re the state of Illinois’ leading wine & spirits distributor. Beyond the experience, your family has a great passion for the industry. If you could both pick only one beverage to drink for the rest of your life, what is it?
Danny: That’s a tough question. Probably water so I could stay alive. But if it had to be an alcoholic beverage, I would say a good pinot noir. Don’t make me pick a brand, that’s like asking who your favorite child is.
Rocky: Sonoma Cutrer for me.
5. Brook: Danny, you’re the leader of Wirtz Beverage’s supplier relations. Who first taught you the significance of building strong personal relationships within business?
Danny: Clearly, my dad. It’s one of the foundations to his business approach and his ability to build relationships with our suppliers, customers and employees is the reason we’re in the position we are in today at Wirtz Beverage. He translated that approach to the Blackhawks where he’s stressed the importance of relationships with fans, players, media and sponsors. I have learned a ton watching how those relationships have led to success.
6. Brook: And now you serve on the Rising Leaders’ Council for a local prep school, where you’re able to impart your wisdom on future business minds. What’s the first thing you notice in a young leader?
Danny: I usually notice first and foremost, their passion. Those that get excited about what they do. Good leaders have that conviction and desire to win, and you can see it right off the bat. I tend to gravitate to those leaders and look to bring that style into our company.
7. Brook: Rocky, you live with your wife in the northern suburbs. You’ve got 3 children and a granddaughter (another one on the way). It goes without saying that family is important to you. But when your family name IS the business, how do you find your work/life balance?
Rocky: You have to work at it and set aside the time and turn certain things off to appreciate those moments. Whether it’s a wedding, funeral or the birth of 2 beautiful baby granddaughters.
8. Brook: Danny, congratulations on the birth of your second daughter in October! I know that you’ve lived & worked in New York & London, yet you’ve chosen to have & raise your family in Chicago. What is about this city that always pulls you back?
Danny: I love New York. I love London. Those are world class cities that are almost incomparable. Chicago though is home. It combines so many of the great things about the east and west coasts, with a middle of the road sensibility. I think Chicago has the energy, sophistication, culture and vitality but combined with an approachable attitude that make this a place I want to raise my family in. You can make your mark here and the city supports great ideas.
9. Brook: You recently tweeted, “Mentally preparing for Disney On Ice. Where we’ll lose our daughter to the impenetrable force of Disney marketing. #princessbrainwash” As a marketing mind, and excluding Disney, what 3 companies do you view as exemplary marketers?
Danny: I think Apple and Nike, though large obvious choices, have redefined their industries. They’ve built product passion around their brands and weaved a lifestyle into otherwise non-emotive products – computers and sneakers.
10. Brook: Another tweet I particularly enjoyed was, “I love the smell of a zamboni in the morning! Game on!” When you think back to growing up at the old Chicago Stadium, what smells most strongly come to mind?
Danny: There was definitely a smell. A combination of beer, popcorn, cigarette smoke and the fumes from the Zamboni. I will never forget that building for those smells, the unique nooks and crannies. As a youngster exploring the building, it was a great adventure.
11. Brook: All Terrain’s work with you guys at Blackhawks Charities – Campbell for Kids (Brian) and Keith Relief (Duncan) – has been among our most rewarding & personally satisfying work. Who shaped your own philosophies on giving back?
Rocky: My grandfather Arthur and my mother.
12. Brook: After the Blackhawks won the Stanley Cup in 2010, what did your “day with the Cup” consist of?
Rocky: We relaxed at home and had close neighbors and friends over to enjoy the day. It was a very low key day.
13. Brook: As All Terrain turns 13, we have to confront the superstition of the number. Hockey is, of course, teeming with day-in, day-out traditions by superstitious players. Does the Chairman of the Blackhawks, have his own superstitions?
Rocky: I used to switch ties depending on the game outcome, that is, until I realized it wasn’t working. Now, I leave the superstitions to everyone else.
Next month’s installment of Q&Allterrain: Bill Kurtis and longtime partner Donna LaPietra
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