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About The skanner. (Portland, Or.) 1975-2014 | View Entire Issue (Aug. 1, 2012)
Local News/Interview WNBA President on Her Life, the League and the Olympics L aurel J. Richie has more than three decades of experi- ence in consumer market- ing, corporate branding, public relations, and cor- porate management, with a long track record of developing award-win- ning campaigns that trans- form brands and drive business results. As Presi- dent of the Women’s National Basketball Associ- ation (WNBA), she over- sees all of the league’s day-to-day business and league operations. Prior to joining the WNBA in 2011, Richie was Senior Vice President and Chief Marketing Officer for Girl Scouts of the USA, where she was responsible for the Girl Scouts’ brand, communications, publish- ing, marketing, and web- based initiatives. She also spent time at the advertising agency Ogilvy & Mather, where she worked on a series of campaigns for prominent clients, including American Express, Pep- peridge Farm, Pond’s, Hug- gies, and Kotex. She sat on Ogilvy New York’s Operat- ing Board and was a found- ing member of the agency’s Employee Advisory Coun- cil on Diversity and Inclu- sion. Richie’s pro-bono clients have included the Museum for African Art, the Hospital for Special Surgery, and the New York City Commission on Human Rights. In addi- tion, she has mentored young women and girls as part of Big Brothers Big Sisters, the 4A’s Multicul- tural Advertising Intern Pro- gram, Xavier University’s Youth Motivation Task Force, and the Advertising Educational Foundation. In that moment, I made a C ELEBRITY private promise to myself I would do every- I NTERVIEW that thing in my power to bring more diversity to these rooms where lead- by Kam ers gathered and deci- Williams sions were made. As my career unfolded and I worked on a wide range of clients and gained A recipient of the experience across lots of YMCA’s Black Achiever’s different industries, the Award and one of Ebony businesses I enjoyed the Magazine’s Outstanding most where those that Women in Marketing and focused on women. This Communications, Richie passion really came to the was named one of the 25 forefront when I made the Influential Black Women in move from advertising to Business in 2011 by The the Girl Scouts and then, Network Journal. A gradu- very clearly, when I made ate of Dartmouth College the decision to join the with a bachelor’s degree in WNBA. As the longest-run- I am particularly passionate about mentoring young black girls. While we are a very diverse group, there is a special bond that connects us to each other policy studies, Richie lives in New York City. Kam Williams: Hi, Lau- rel, thanks for the time. Laurel J. Richie: Thanks, Kam. KW: What interested you in going from the Girl Scouts to the WNBA? LJR: Early on in my career, when I was working at an advertising agency, I went to a very senior-level meeting and I distinctly remember the inside of the boardroom: every single seat was occupied by a man. ning women’s professional sports league in the country, the WNBA is a great prod- uct comprising 132 of the best female athletes in the world. And when you look beyond the players to own- ers, coaches, trainers, accountants, and chief oper- ating officers — it’s a won- derful example of what women can achieve in sports and in business. KW: How do you hope to generate greater interest in the league and its superstars like Maya Moore and Can- dace Parker? LJR: The summer of 2012 is turning out to be very special. We are cele- brating the 40th anniversary of Title IX and the Olympics are taking place in London, and we have seen increased interest in and exposure of our players. The WNBA is very proud of the fact that all 12 members of the U.S. Women’s Senior National Team are WNBA players. For them to repre- sent our country on an inter- national stage is terrific. Millions around the world will see them and have the opportunity to get to know them not only as great ath- letes, but as interesting and inspiring women. KW: Why is there seem- ingly a stigma on women’s athletics which is reflected in a lag in the WNBA’s rat- ings in comparison to the NBA’s? LJR: We are a young league – now in our 16th season – and we have seen our attendance and viewer- ship increase for each of the past five years. Our growth is a direct result of the fact that our game is exciting and highly competitive, and our in-arena experience is a ton of fun. Once people come to a game, they are hooked. In many ways, I think the WNBA is chang- ing the way America views women and is having a pos- itive impact on the way America views professional athletes. We’re showing the world what women can be as athletes and what athletes can be as citizens. KW: To what do you credit you’re not only climbing the corporate lad- der but breaking the glass ceiling and reaching the pin- nacle of success in the busi- ness world, a rarity for Laurel Richie African-American females? LJR: My parents. As far back as I can remember, their commitment to mak- ing a positive impact on the communities in which they lived and worked was equal only to their commitment to helping my sisters, brother, and me achieve our dreams. KW: Tell me a little about what mentoring young black girls means to you? LJR: Throughout my career, I have benefitted from the experience and counsel of a wide range of people who took a very per- sonal interest in me. As a result, I am always happy to share lessons learned from my journey with others. I am particularly passionate about mentoring young black girls. While we are a very diverse group, there is a special bond that connects us to each other. When I work with them, I see them in me and I believe they see me in them. By coming together, we are able to show the world the power and the promise of black girls. KW: Will part of your mission involve also encouraging your WNBA players to see themselves as role models and to devote more of their free time to mentoring? LJR: I don’t have to encourage our players to be positive role models, as that is something that has always been important to them and something that they very willingly embrace. Whether it’s through the WNBA Cares program or through their own initiatives, WNBA players give as much off the court as they See CELEBRITY on page 8 C O M M U N I T Y C A L E N D A R S EATTLE 2012 If you have an event you want to share with the community, email it two weeks in advance to The Skanner at info@theskanner.com Friday August 3 IKEBANA FLOWER ARRANGING. Join us to learn about and practice Ikebana, the Japanese cut flower arrangement. Please bring the following, one floral frog (a small metal form to hold flowers) and a low container. 1 – 3 p.m. Evergreen Hospital Medical Center, 12040 NE 128th. Kirkland. FREE Page 2 The Seattle Skanner August 1, 2012 Saturday August 4 Friday – Saturday August 10 -11 POTLATCH STATE PARK PLAYS HOST TO SHELLFEST 2012. SHELLFEST will run from 9:30 a.m. to 3 p.m. The event will feature fun for the whole family, including low-tide walks, maritime music and much more. Lunch will be available for free with a donation. Potlatch State Park, 21020 N. U.S. Highway 101 in Shelton. SOULCHECK. You are invited to a free all-night family-friendly multicultural worship experience. Come out and enjoy a great night with family and friends and leave forever changed. 7 p.m. Aug. 10 and ends Saturday Aug. 11 at 7 a.m. Meydenbauer Center, 11100 NE 6th St. Bellevue, WA Sunday August 5 Friday – Sunday August 10 -12 UMOJA FEST AFRICAN AMERICAN HERITAGE FESTIVAL. Seattle has hosted the annual African American community festival and parade as a celebration of the City’s ethnic diversity. Noon Judkins Park, 2150 S. Norman St. A TASTE OF EDMONDS 2012. Stop by to check out over 40 food booths, over 70 arts & crafts booths and much more. Plus 3 stages of fabulous entertainment including the kids stage. Friday admission is free until 3 p.m. then $3 for the other times. Friday - Sunday starting at 10 a.m. all three days.
