LaDainian Tomlinson and a Franchise PR Mission

By 2012-06-20Featured

The recent announcement that NFL rushing champion LaDainian Tomlinson is retiring from the game reminds me of a 2009 rainy day in San Diego. My wife and business partner Liz and I were exhibiting for the first time at International Franchise Association (IFA) convention.  We wanted to make a splash, and thanks to franchise pioneer Dick Rennick and his connections, I was in contact with a San Diego Charger player representative and arranged for LT’s backfield partner, fullback Lorenzo Neal to come to our booth for one hour and sign autographs.  It was a win-win.  We would attract attendees to our booth, and Neal would promote a health club with which he was involved. About a week before the convention, Rennick called us with an idea that would benefit the IFA’s political action committee FranPAC annual auction, which is held during the convention: Regulation NFL footballs autographed by LT and Neal.  Rennick said, “Bage, meet me on the convention floor to give me those five autographed footballs in my hands before the auction opens for bids next Monday night.”  I said, “I’ll try my best, Dick” while in my head I was thinking “Dick has brought us lots of clients, I cannot let him down, but how in the world…..” The next day Liz and I were leaving for Miami for a multi-day client video shoot and then flying straight to San Diego.  Luggage, video equipment, and now five footballs?  The balls would have to be purchased when I arrived in San Diego.  What stores San Diego carry regulation footballs?  I’ll call the stores.  Do I rent a car?  Get a taxi? Questions kept popping into my head that needed answers before I could accomplish this mission (Insert Mission Impossible theme here)? I called a former TV news colleague who lived in San Diego with his partner.  He was willing to help — he would drive me since he was familiar with the city, although he said, “Yeah right, Bage, you’re going to hook up with LT for this?”   My TV friend and I scoured three sporting goods stores before finding the five official NFL footballs we needed. This was nerve racking and took longer than expected. I knew multiple footballs would be cumbersome to carry, so I had the forethought to commondere my wife’s large, clunky and wheel-less Hartman suitcase for transport.  All five footballs were in the suitcase.

I was now in direct contact with Lorenzo Neal.  His handler gave me his cell number.  Lorenzo told me to meet him at a Starbuck’s for a cup of joe the Monday of the auction, and then we’d track down LT.  So my TV friend picked me up at the hotel, and we headed to Starbucks, but there was no time for coffee. Instead, Lorenzo came to car and said to follow him to LT’s undisclosed location. At this point there was a light drizzle in the air. By the time we reached the destination, the drizzle had turned to a heavy rain.  Where was LT?  There was no rushing champ to be found. After some quick calls and some solid detective work by Neal, it was determined that LT had gone to workout at a nearby Frog’s gym in Scripps Ranch. My TV friend, still not convinced we could accomplish our mission, and I headed to the gym as the heavy rain became a torrential down pour. Since the gym was not part of the original plan and we had missed our initial meet, Lorenzo instructed us to stay in our SUV as he went in to confirm LT was indeed there and that we were still “good to go.” It seemed like an eternity was passing as the pounding rain made it impossible to see past the end of our SUV’s hood.  The windows of the SUV fogged as my TV friend and I sat in front of the gym.  I was secure in the thought that my precious cargo of footballs was protected from the elements in Liz’s Hartmann suitcase. In the meantime, I was receiving several calls from former IFA President, Dick Rennick wanting to know the status of the signed footballs he had promised to FranPAC. Reputations were on the line. Finally, Lorenzo emerged to give us the go sign. I grabbed the Hartmann and quickly headed up the stairs to the second floor of the strip mall. We received several curious looks from patrons. Did the suitcase contain pigskins to be signed or a small fortune in illicit contraband? We were escorted by Lorenzo to a back office to await further instructions.

After a half hour and two more frantic calls from Rennick, a polite, quiet and very understanding Tomlinson entered the office. A brief but satisfactory explanation was given by Lorenzo when LT asked, “what is this for?” To my relieve, the next question he asked was “do you have a sharpie?” Damn it. I knew I had forgotten something. Luckily, the owner of the establishment showed up with one. It was only after the footballs were signed did I request a picture with the legendary backfield. Tobin took the picture but sadly, there was no time for him to get a similar, once in a lifetime photo opp. Our mission was not yet accomplished.

With no less than 10 minutes to spare, Tobin dropped me off at the San Diego convention center.  There the five footballs signed by the Neal and Tomlinson were eagerly accepted by Rennick who immediately put them on the auction block. Much to our delight the footballs fetched $3,750.00. I was quite full of myself and felt like Tom CruiseMore photos from the mission.