Early on in my sponsorship management software days, I worked with a Coastal Plain League upstart group turning heads: the Gastonia Grizzlies and the Savannah Bananas, owned and run by an innovative husband-and-wife duo who pushed all the chips to the middle of the table early on in Jesse and Emily Cole. Our software work didn’t last too long because they made an aggressive, counterintuitive move: cutting out traditional sponsorship clutter to focus 100% on fan experience.
Boy, did that bet pay off. Fast forward about nine years, and what started as a bold risk has become a global phenomenon. Jesse and his team took inspiration from the Harlem Globetrotters and Bill Veeck’s promotional genius, blew up the minor league model, and built their own touring league. Today, they sell out 60,000-seat stadiums across the country, command massive secondary-market ticket demand, and draw fans into four-hour pre-parties.
At True North Team Consulting (TNTC), this is the precise ethos we preach: finding your True North, rediscovering your core purpose, taking massive chances, and putting fun first. When you stop playing by legacy rules that breed dead air, quiet compliance, or lukewarm engagement, the results don’t just improve—they skyrocket.
Standing in a packed stadium watching a pitcher throw a strike with a college logo (U of U locally) carved into his chest hair after quite the walk-out ceremony—flanked by a full band, hype-announcers, a hip-hop dance squad, superhero cameos, players jumping into the stands with the Pharty the Party Animals’ mascot and everyone else high-fiving kids throughout the game played in its own league with its own rules even—you realize how universal this need for genuine engagement is. Music clips run continuously swapping every 15 seconds. Former Major Leaguers forgo the “bigs” to step back onto the diamond just to feel that constant spark. Every half-inning offers a fresh reason to celebrate, and the team’s Bananas Foster initiative actively gives back by honoring foster families.
This experience hits at the exact heart of what we at Apres Leisure call the Third Place—that sacred space outside of work and home where we get the fulfillment that drives us in the other places. Whether you are out in the woods, on the lake, or standing in a electric stadium, these spaces allow us to disconnect from screens and remember who we actually are when we’re truly enjoying life. We also commemore the Legends made in the process – and every one of these cast members proved to be a legend to the fans partaking throughout the 7-8 hour hour timeframe for some of the crowd, many of which who came out each night here.
It’s also why this mindset aligns so deeply with the mission of Apres Leisure (visit “The Vault” here). Leisure isn’t passive sitting around; it’s the sense of fulfillment when purpose, legends, epic entertainment, relaxation and community impact strike all at once.
When you align your organization with its True North—stripping away friction and putting real human connection, energy, and joy at the center—you don’t just host an event or run a business. You convert passive observers into passionate followers, create unforgettable moments, and build something that truly stands out.
