NFL Experience Times Square, the 40,000 square foot interactive football destination located in New York City, named sports and entertainment industry veteran Michael Williams as the venue’s new President. In addition, today will see the debut of NFL Network’s Good Morning Football from the facility at 7a, as the series takes root in its new home. “We are thrilled to take Good Morning Football to Times Square, not only the best backdrop in the business but one of the most iconic places in the world,” said Mark Quenzel, Senior Vice President of Programming and Production, NFL Media. “With an outstanding cast and crew, Good Morning Football is distinguishing itself in the ultra-competitive morning TV space and the opportunity to combine the show with NFL Experience Times Square – two properties that celebrate football and fans year-round – makes a lot of sense.”
After serving in roles that included the Chief Marketing Officer of Grand Prix of America, the New Jersey devils and the 49ers, Williams spoke with Cynopsis about the new job and his vision for the experience.
Williams on taking the job: The reason that I was drawn to the role is because it highlights all of the experiences that I bring to the table, including my sports experience, my entertainment experience, and my media background and I believe that those play directly into the skillset of what is needed to help grow this business moving forward.
On NFL Experience Times Square: One of the things that is most undeniable is that there is a tremendous loyalty and passion that NFL fans show for the sport. By doing so, you are not only able to create these touchpoints in game and through different social media outlets and actually hard media networks, but this is a created destination that allows for people to come in and experience the aspect of what it is like to go through the journey of being a player. When you are able to take that journey, communicate it and deliver it to people in a physical location, I think it offers tremendous growth opportunities for where you go with this. As technology continues to improve, you can then take those applications and look for even better ways to deliver an exceptional experience. The way the NFL Experience looks now, is going to be completely different from what it will look like ten years from now.
On goals: One of the biggest things we need to do is to continue to grow the awareness for the NFL Experience Times Square. I think that there’s a public view of the way that most things in the NFL are consumed, but having something that is a permanent destination is something that is a bit of a new venture and like other ventures, when you look to institute that and bring it to the marketplace, I think you have to educate people about what it is and grow awareness around that. Most importantly, you need to make sure that you create something that all those who come in contact with it can share their experiences. One of the things we will need to do right away is to create more sticky and shareable moments within the experience.
On bringing Good Morning Football to the location: Having Good Morning Football as a permanent resident is a tremendous touchpoint to continue to expand the overall awareness and the messaging of what the NFL stands for in addition to adding a bright light on this destination right in the heart of New York City. To have Good Morning Football housed in our venue is going to be a tremendous springboard for us to continue to build their message while showcasing our own facility.
