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Larger-than-life motivational boards greet visitors when they enter the lobby of the Atlanta Falcons' state-of-the-art training complex in Flowery Branch, Georgia.
One board reads, "If you are not here to win a championship, you are in the wrong place."
But the board that has more impact than a punishing Keith Brooking tackle is the one located in the middle of the entrance wall. It was selected by Atlanta Falcons owner & CEO Arthur Blank.
It simply reads: "There is no finish line."
Those five words resonated rather loudly in Blank's mind as the final seconds ticked off the Georgia Dome clock to officially end what was a disappointing 8-8 finish for the 2005 Falcons.
But instead of shrugging off the disappointment, Blank went home and began work on the 2006 version of his Falcons...that night.
"Obviously, the season did not end the way any of us had hoped that it would end," Blank said. "I'm a pretty competitive guy, and I wanted to make sure everyone in our organization kept their focus on the business of winning games and winning championships. It's that simple. The currency of the National Football League is winning, and that is standard the Atlanta Falcons will always hold to as long as I own the franchise. We owe that to ourselves...we owe that to our fans."
Blank, who begins his fifth season as owner of the Falcons, has enjoyed a substantial amount of success both on and off the field. Through listening, critical planning, and by surrounding himself with some of the most accomplished and respected minds in professional football and the business world, Blank has transformed the Falcons into a model franchise in the NFL and, arguably, throughout sports.
Since acquiring the club in 2002, Blank's Falcons have made it to the playoffs twice, along the way becoming the first team in NFL history to defeat the storied Green Bay Packers in a playoff game at Lambeau Field with a 27-7 win in the 2002 NFC Divisional Playoffs on January 4, 2003. In 2004, Blank's Falcons captured their first-ever NFC South title with an 11-5 record, and routed the St. Louis Rams 47-17 in the NFC Divisional Playoffs. Before a sold out Georgia Dome crowd and a national television audience, the Falcons turned in their best performance of the season by rushing for the fourth-highest total ever in a postseason game - 327 yards - to set up a date with the defending NFC champion Philadelphia Eagles in the NFC Championship Game.
And although the Falcons came up short against the Eagles in the NFC title game, Blank and his Falcons served notice on the rest of the NFL that they would be a powerful force to be reckoned with in the years to come.
"Our resolve could not be any stronger than it is," Blank said at the time. "I've said many times that I will not rest until I have the opportunity to wear a Super Bowl ring on behalf of our fans, and I know Rich McKay, Jim Mora, and the rest of our players, coaches, and staff feel the same way."
That resolve was tested in the 2005 season when the Falcons won six of their opening eight games, then finished a disappointing 2-6 down the stretch.
Days after the 2005 season ended, Blank, McKay and Mora began the first of what was to become two full weeks of operational meetings to fully ascertain the complex and confounding reasons why. Players, coaches, and schemes were all reviewed, dissected, and evaluated. The trio then embarked on arguably what might have been one of the most critical off-seasons in franchise history.
This call-to-arms course of action should not come as a surprise to anyone remotely familiar with Blank, the man who co-founded The Home Depot in 1978 and turned it from a business plan on paper into the world's largest home improvement retailer and the second largest retailer in the country. The same approach Blank took to make The Home Depot a household name was the same one he took during the off-season meetings with McKay, Mora, and key members of the football staff.
What came out of those meetings were a renewed commitment and a recalibrated action plan that over the next three months saw the Falcons completely overhaul their defense, which fell from 14th in 2004 to 22nd in 2005.
"That was the area that needed the most immediate attention, and it was our primary focus," Blank said. "Once Rich, his personnel team, and the coaches came up with the list of people we needed, we all went to work to sign all of those players. I told the team to use me as a resource - that I would support them in any way I could."
In short, Blank become what Falcons players, coaches, and staffers have affectionately nicknamed him - "The Closer."
"I've never seen anything like it," McKay said. "The NFL is a pretty competitive league, and you are never guaranteed any player even if he says he is coming to play for your team. But we've had pretty good success signing guys once we get them to lunch or dinner with Arthur. He is always going to be well prepared and well researched about the player, his family, and his background. That's just who Arthur is. We feel like we've got the best training complex in the NFL, Atlanta is a fantastic place to live, and Arthur has proven that he does not mind aggressively pursuing the players we need to win a championship. For a guy in my job, all of those qualities are huge."
McKay's personnel staff identified the following names as players of interest for the Falcons for the 2006 off-season - John Abraham, Lawyer Milloy, Chris Crocker, and Wayne Gandy. The Falcons were four-for-four, a streak that started with the signing of four-time Pro Bowl strong safety Lawyer Milloy, who earned a Super Bowl ring as a member of the New England Patriots in Super Bowl XXXVI. Several days later, the Falcons traded their fourth-round pick of the 2006 draft to the Cleveland Browns in exchange for three-year veteran free safety Chris Crocker, who has started 22 games during his short, yet productive NFL career.
In a more complicated transaction, the Falcons engineered a three-way trade to acquire Abraham, a three-time Pro Bowl right defensive end, who has averaged nearly 10 sacks per season in the last five years. The final piece to the free agency puzzle came in the form of 13-year veteran offensive tackle Wayne Gandy, whom Atlanta acquired in a trade with the New Orleans Saints. Gandy, one of the most consistent linemen in the NFL today, has played in 191 of 192 games and has started 184 games.
"I feel like we've grown as an organization and despite the disappointment of the 2005 season, I feel like we got better this off-season with all of the moves we made and the players we acquired." Blank noted. "We're on the right track. It's just a matter of us putting it all together."
GETTING THE RIGHT PEOPLE
Much of Blank's confidence stems from the talented front office staff he has built over the last four years. A key move for the club in late 2003 was in hiring the highly-accomplished Rich McKay from the 2002 Super Bowl champion Tampa Bay Buccaneers and naming him president and general manager of the Falcons.
"There are a lot of reasons why I was excited about Rich McKay," Blank said. "The core of it for me is not just how well Rich is going to do his job, but the way he's going to do his job. In many ways he sets the gold standard for the National Football League, both at the club level and at the league level."
Less than one month after McKay came on board, he and Blank formally introduced former San Francisco 49ers defensive coordinator Jim Mora as the 12th head coach in Falcons history.
Mora, the fiery, defensive specialist who from day one emphasized attention to detail, the jack-hammer strong team concept, and a winning attitude that has permeated throughout the entire building at the Falcons headquarters, rewarded Blank and Falcons fans worldwide with one of the most successful and exciting seasons in the then-39-year history of the franchise.
Blank and the entire city of Atlanta witnessed the 2004 Falcons win five of their first six games to equal their 2003 victory total by NFL week seven. The high-flying Falcons handed Blank his first division title as an NFL owner with a convincing 35-10 victory over the Oakland Raiders on December 12, 2004. Atlanta finished the season with an 11-5 record, and earned a first-round bye and a divisional playoff date against the St. Louis Rams.
Blank's can-do, hands-on approach has been applauded by several local and national publications, including the Atlanta Journal-Constitution, which in September of 2004 named him the most influential figure on the sports scene in the state of Georgia for his commitment to the Atlanta community, the Falcons, and the state of Georgia. In February 2005, ESPN The Magazine ranked 92 NFL, MLB and NBA franchises on a wide range of categories, including ownership, coaching, players, fan relations, and stadium experience, among others, over the previous three years. The final results were tabulated into one score that measures what franchises give back to their fans in return for the time, money and emotion they invest. Under Blank's stewardship, the Falcons skyrocketed up the charts from 70th in 2003 to 7th in 2004.
"We've made significant commitments to our fans, the community, our players and our staff, and we've made significant changes throughout the club to ensure the long-term success of our franchise," said Blank. "I truly believe that we have the right people in place to take the Falcons to the next level. Fans from regions all over the country identify with the NFL and their local teams. The teams give communities a sense of pride, an identity. It's our goal to make sure that people from the city of Atlanta and the state of Georgia will be proud to say that they are Falcons fans."
As someone who is accustomed to striving for success at the highest level, Blank has a solid and proven track record for winning at everything he puts his mind to.
Perhaps that passionate desire burning inside of Blank was one of the driving forces that prompted him to move his team's training camp from Furman University to the club's in-season training facility in Flowery Branch, which now includes four condominium-style dormitory buildings that house Falcons players, coaches, and football staff for the duration of the club's yearly training camp.
The housing complex also includes a swimming pool and a player amenities building, which contains pool tables, plasma TVs, a full-service food preparation area, personal computers, telephones, and video game systems.
Coupled with expertly manicured practice fields, state-of-the-art athletic and strength training facilities, technology and offices, it is Blank's goal to create an environment that focuses on maximum effort and winning.
"It doesn't matter if it's football, corporate America or what; it starts from the top," explained Falcons All-Pro linebacker Keith Brooking. "I've said that time and time again since Arthur's taken over. It's very evident - his dedication and his desire to win and be the best. You can see it when you first meet the guy. He's willing to do whatever it takes to win and be successful and get a championship here."
A SIMPLE PHILOSOPHY
Whether it's The Home Depot - the company Blank co-founded and helped lead until his retirement as co-chairman in 2001 - or the Atlanta Falcons, Blank has always subscribed to one simple theory: Listening is what matters most. Customers, fans, players, coaches or associates - Blank listens, understands and responds to all of them and expects his associates to do the same.
After agreeing in principle to purchase the Falcons in December 2001, Blank wasted no time in applying this approach. On the Falcons' charter flight back from St. Louis after the final game of the 2001 season, Blank canvassed every player on the plane. His question was simple: "What can I do to help the team win?"
The answer from the players was equally simple: Fill the Georgia Dome with fans who would supply the team with the noise and energy necessary to give it a decisive home-field advantage every game.
Blank's promise to transform the Falcons began arguably the busiest off season in the history of the NFL.
Being a man who helped build The Home Depot into the world's largest home improvement retailer, Blank was prepared for the hard work that would be necessary to turn around a franchise that had only eight winning seasons since its inception in 1966. Under his leadership, the Falcons organization designed and implemented a three-point plan, which included a strategy for producing a winning team on the field; creating an exciting game day experience; and building a stronger bond with the community.
Blank's efforts did not go unnoticed by players the Falcons were courting.
"I think he's the type of owner who loves his players and loves his community," said Dunn at his introductory press conference in 2002. "He's an Atlanta type of guy. He's enthused about this community. He wants to make a difference. I don't think you are going to see a lot of owners like that."
By the time the Falcons suited up to play the Packers in the 2002 season opener, the Falcons had 21 new faces on their active roster. Four months later, the team bagged its first playoff victory in four years. Included in the Falcons' run to the playoffs was an eight-game unbeaten streak, the team's longest in four years.
It's no wonder that Flowery Branch is quickly becoming the place to be in the NFL. The family-like atmosphere and personal attention Blank has cultivated within the Falcons organization has been able to attract the likes of CB Jason Webster, DT Rod Coleman, Dunn, LB Ed Hartwell, and special teams ace Ike Reese.
"I'm very happy to be here," said Coleman when he was signed by the Falcons in March 2004. "Mr. Blank is a great owner. After meeting him I knew that I would be comfortable being here. If you've got a great owner like that, then you know he's going to have great players and great coaches around you."
HOTTEST TICKET IN TOWN
While he may not be the one called upon to draw up plays, Blank knows a thing or two about customer service. For the second phase of the three-point plan - creating an exciting game day experience - Blank was able to call upon more of his own personal experiences from The Home Depot.
"You have to subordinate your thinking to that of the fans," said Blank two months after the sale of the team was approved. "We've got to think about everything they need from the time they leave their driveway to the time they arrive in ours."
Falcons fans were eager to talk. In focus groups and surveys, they particularly emphasized the need for: 1) more affordable ticket options; 2) more parking and tailgating space; and 3) a better overall game day experience.
Blank heeded the voices of the fans, and then directed the Falcons marketing staff to come up with solutions.
Among them:
In almost unheard of fashion, the Falcons lowered prices on more than 30 percent (23,000) of the Georgia Dome's seats in 2002, including offering 10,000 season tickets at $100. As a result, the Falcons recorded the largest annual percentage increase in season ticket sales in NFL history, sold out every home game for the first time since 1992, and welcomed more than 21,000 new season ticket holders that year.
To increase parking and offer more tailgating opportunities, the team secured leases on parking lots within blocks of the Georgia Dome, including an area known as "The Gulch," which was opened for thousands of fans to enjoy pre-game festivities. In total, more than 20,000 season ticket holders were assured reserved parking with tailgating space. With the 2004 addition of parking for 10,000 more fans, the Falcons now have parking for more than 30,000 fans.
As part of enhancing the game day experience, the team introduced Falcons Landing, an outdoor play and entertainment area where thousands of fans enjoy interactive games, live bands and visits with former Falcons greats. In addition, the team has brought in headline musical acts - including LeAnn Rimes, Ludacris, Travis Tritt and Ashanti - to perform during pre-game and halftime.
Falcons fans responded. The team has sold out 40 consecutive games - a team record - on Blank's watch. Additionally, the club has a 95 percent renewal rate on all season tickets and more than 60,000 people on the waiting list for season tickets.
More importantly, Falcons fans from all over the state of Georgia have embraced and supported Blank's vision of the Falcons being a perennial winner, as evidenced by the tremendous fan support the Falcons now enjoy on Sundays in the Georgia Dome.
"Some owners get what the game's all about," commented NFL writer Clark Judge, who named Blank his 2002 Executive of the Year. "Thank goodness for Atlanta's owner. When he took over the club he asked players what they wanted...and they said they wanted their fans back. So Blank did what he could. Blank understands the game is not just about the players. It's about the people who pay to see them, too. Good for him. Lucky for Atlanta."
GIVING BACK
One of the hallmarks of Blank's philosophy is giving back to the community. During his tenure with The Home Depot, the company donated more than $113 million to the communities it served. In addition, associates provided hundreds of thousands of hours of personal volunteer time.
Given his philanthropic history, it came as no surprise that the final phase of Blank's three-point plan for the Falcons was a program that would see the Falcons organization lending its support all over the state of Georgia.
One vehicle of the Falcons' community outreach efforts is the Atlanta Falcons Youth Foundation (AFYF). Since Blank acquired the club in 2002, the AFYF has grown to be the largest team-funded foundation in the NFL, providing $6.5 million in grants to 194 non-profit organizations across the state of Georgia.
The AFYF's grant-making focuses on improving physical fitness of Georgia's young people. The AFYF is taking the issue of childhood obesity head on by providing funding to non-profit groups for fitness-based programs designed to encourage physical and healthy lifestyles.
In addition, Falcons players, coaches, associates, and spouses are active in the community, giving generously of their time and resources. In 2005, Falcons players made a collective 826 appearances in the community - well beyond what most other clubs do, evidence of the strong culture of giving back instilled by Blank, and a testament to the character and caliber of players and staff recruited by the Falcons.
To further instill the importance of giving back to the community, Blank gives players and staff the opportunity to increase their support of worthy causes that reflect their personal interests through a matching gift program, which generously matches, 2-to-1, donations made by associates. Since 2002, more than $2.4 million has been raised for various charities through this program.
Blank is also dedicated to his personal giving back. In addition to serving as owner and CEO of the Falcons, Blank is also Chairman, President & CEO of AMB Group, LLC and Chairman of The Arthur M. Blank Family Foundation. Both organizations are part of The Arthur M. Blank Family Office, with the common purpose of giving back to society through financial contributions and personal involvement. Through his generosity, The Arthur M. Blank Family Foundation, along with his and his wife Stephanie's personal giving, has granted and committed more than $200 million to numerous nonprofit organizations. Mr. and Mrs. Blank were named as the 2000 Georgia Philanthropists of the Year by the National Society of Fundraising Executives.
PERSONAL
A native of Flushing, N.Y., Blank attended Stuyvesant High School in Manhattan, where he was on the football, baseball and track teams. He received a bachelor of science degree in Business Administration with Distinction from Babson College, where he was active in a wide variety of extracurricular activities. At the time of his retirement from The Home Depot, the company was a component of the Dow Jones Industrial Average and one of Fortune Magazine's "Global Most Admired Companies." During Blank's last year as CEO of the company, The Home Depot ranked first in social responsibility in an annual survey conducted by Harris Interactive, Inc. |
