Today we’d like to introduce you to Heather Blair.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I am a serial entrepreneur and recovering sales addict. I grew up and spent my school years in Ft.Worth/Dallas, Texas. I studied marketing and communications in college. Early in my career, I used to joke and say I was a M.A.W (model, actress, whatever) Whatever – stood for hostess, bartender, waitress – whatever) I wanted to apply what I studied in school, so I moved to Los Angeles in hopes of jumpstarting a new career. My first job was working for music legend Frank Zappa. I had met Frank’s sons Dweezil and Ahmet when they came to Dallas for a guitar clinic. When I first got to LA I called them to hang out and let them know I was looking for a job. They told me Frank’s management company was looking for a secretary. The job was more like a personal dating service for Zappa daughter, Moon Unit (remember her? Valley Girl – gag me with a spoon). I went from being Heather the model to Heather the help. It was demoralizing, so I quit. I decided to take one last acting gig from my agent in Dallas. I had enough money to hold me over for a few months. I was determined to find a new job and career in Los Angeles. I remember seeing the tall buildings in Century City. Surely someone in those tall buildings needs some help, I thought. I drove to Century City, dressed for success, and walked into the high rises on Century Park East. I went to the kiosk got the name of a business, went to the payphone and called them asking if they needed any help. I spent 20 min going back and forth calling each company.
Eventually, a man who had been watching me asked what I was doing. “Nothing really, I replied – I am sort of an actress and I’m looking for a job”. He then said, “actress huh? Well, if you knew what a salesperson acted like, do you think you could act like one?”. I thought that was funny. Of course, I assumed I could – but I wanted to know what he was selling! He told me about a directory he was publishing for the entertainment industry called the Creative Industry Handbook. He said “you’re an actress, so you know you need lights, cameras, props, sets, stages special effects and more, right? Well, we sell these kinds of companies advertising in our directory and give the directory to decision-makers. Do you think you could do that?” I jumped at the opportunity. I spent ten years calling on hundreds of companies who provided their products, services, or solutions for production. I was consistently one of the top salesmen. However, I had a formidable competitor called LA411 -it was considered the industry bible! Everyone advertised in it, and sometimes I had to get creative to get someone to advertise with me, too. Specifically, if they said they had spent their budget in LA411. One of the things I noticed when I was in the clients’ offices was pictures on their walls of jobs they had done with attractions like Disneyland, Universal Studios, and/or Malls of America, etc. So, I added a special section in my directory that recognized and highlighted the themed entertainment market. It gave me the differential advantage needed to secure some of the advertisers.
After ten years of building my client base with Creative Handbook, I went to my boss, Carl and asked for a “new deal”. I was worth more money to him than I was ten years prior. I wanted a small salary as I was only paid commission for the sales I closed. I was transparent with Carl that if he was unwilling to pay a small salary – that I would put myself on the market – because I believed in my value!
Much to my chagrin Carl came back one month later and told me I wasn’t worth it. I smiled and thanked him for his honesty… and never said another word about the topic. As promised, I put myself on the market.
I thought long and hard about who I would be most valuable to – and clearly LA411 was my best bet – however they didn’t need or have sales staff. Interested companies called them to advertise and inhouse admin handled the insertion orders. LA411 sent their existing advertisers their renewals via blast fax. The advertisers would sign and fax back their insertion orders and mail in the money and new artwork. They certainly didn’t need me to bring them business nor renew their current advertisers.
But LA411 did NOT have nor know anything about the themed entertainment market… and I did. I approached LA411 about my idea to create Themed Entertainment 411. I then reached out to my closest advertisers and asked if I made a directory with LA411 as my publisher for the themed entertainment industry – would they join me? $250K worth of clients promised they would join me. Many were willing to pay upfront. If the book didn’t materialize, I agreed to return their money. It took about a year to make it happen. It was the most rewarding accomplishment – and quite fun watching Carl squirm when he realized I had left and taken about ½ million dollar’s worth of advertisers with me.
Eventually, I started consulting for my former advertisers. It didn’t matter what kind of product, service, or solution – salesmanship was in my DNA. One of my former advertisers designed and built interactive exhibits for attractions. I was hired to help them grow in amusement parks and attractions. I had only been with them a year when they developed a new motion seat product for museums. It was called the “cinema series” motion seat. I suggested selling to the movie cinemas.
They agreed to let me pursue that market exclusively. I had no contacts, lists, or friends in that industry. But that didn’t matter. My first deal was for a 15 theater roll out with a cinema chain from Mexico. The 4D rooms were approximately $1.2MM each. It was the biggest deal I had ever done, and it literally changed my life and theirs.
After eight years as their Head of Cinema Sales, they sold the company to a Chinese private equity firm. The former owner stayed on as CTO, and a new CEO was brought in. When he took over, I was told I was no longer needed in cinema. I resigned and went back to consulting.
The following year I founded Women in Exhibition (WIE) a global 501C3 that supports women from the cinema exhibition. WIE members are the cinemas, studios, distribution companies as well as service providers and vendors who support exhibitions. WIE provides mentoring and networking for our global members. We have a virtual speaker series with amazing thought leaders and a development series planned for 2022.
Last year I created the Cinema Esports Alliance Co and am partner of CineSim LLC. Both are dedicated to bringing esports and gaming to the big screen.
I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey have been a fairly smooth road?
As a salesperson probably the number one challenge I face is doing a great job and then being told I am not needed any longer once the business is successful. I have had that happen a few times and while I get “it’s just business” … it’s always scary having to start over. Current challenges for cinemas exist because of Covid. They are nervous about cash flow and are really confused about how to diversify.
I am always up for a challenge. My mantra is, ‘if it was easy, everyone would be doing it”.
Alright, so let’s switch gears a bit and talk business. What should we know?
www.womeninexhibition.com Women in Exhibition™ is a global cinema network created to empower women in the exhibition industry. www.cinemaesportsalliance.com We host virtual educational webinars to help the cinemas, esports, and gaming companies work towards a common goal. Cinemas need to diversify and find new revenue streams, esports and gaming are looking for partners for events and tournaments.
www.cinesim.gg Brings esports, motorsports, and cinemas under one roof. Pro racecar drivers, pro athletes like NBA and NFL stars, as well as Influencers, are teamed up with someone from the public who is an amateur to compete in a sim race festival for cash, prizes, and bragging rights! Coming to a theater near you!
I have been involved in the cinema space for 12 years and in esports and gaming for four years. I am comfortable in these lanes. I’ve sold advertising, sponsorships, equipment, technology, and everything in between. It doesn’t matter what I know or don’t know about a company or industry. I am fearless, persistent, and passionate. I don’t sell something I don’t believe in. I don’t run from challenges. I am honest and own up to mistakes and will do my best to fix it if it’s my fault.
We all have a different way of looking at and defining success. How do you define success?
Success to me is when someone says yes….It always takes a leap of faith to get things done. Success is also having friends and colleagues who go the extra mile and come to my rescue when needed. I really hate asking for help, but over the past three years, I’ve had to ask for help – I am pleasantly surprised when colleagues support me!
Contact Info:
- Email: [email protected]
- Website: www.womeninexhibition.com www.cinemaesportsalliance.com www.cinesim.gg
- Instagram: https://www.instagram.com/heatherblair64
- Facebook: https://www.facebook.com/HeatherBlair1
- Twitter: https://twitter.com/HeatherBlair64
- Youtube: https://www.youtube.com/c/HeatherBlair64
Image Credits
Heather Blair and Patty Jenkins Director/Writer Heather Blair and Erica Wheeler WNBA star and the NBA2K event Heather Blair Theresa Boysen, Stacy Babl, Kim Cook Sorano, Christie Lawler at NAC conference
