In this episode, Emily and Kyle talk directly to Snohomish County business owners (and the locals who want to support them). The message is simple: you don’t need to become a soccer expert — you just need a plan.
First, we break down what “activation” really means for most local businesses: hospitality. Small, visible signals that say “we’re ready for you” during the predictable moments of a big soccer summer — pre-game planning, between-match wandering, and post-match celebrating.
Then we bring in real examples from people already doing it: Wendy Poischbeg (
Greater Everett Chamber of Commerce) on how to connect what you already do with what people are excited about, Nikki Koth (
Stoup Brewing) on scaling watch parties and marketing with newsletters and community partners, Cheryl Rose (
Soccer Post) on simple take-home ideas that bring customers back, and Jamie French-Bialek (
Snohomish Sports Dome) on getting small-town businesses involved.
Takeaways
- The best activations are not complicated — they’re specific and repeatable.
- “Activation” is mostly hospitality: one or two small choices that make it easier for people to choose you.
- Any business can participate (not just bars and restaurants).
- Use the playbooks and toolkits so you don’t have to guess what’s allowed.
In this episode
- The three customer moments businesses can plan for: pre-game planning, between-match wandering, and post-match celebrating
- Wendy Poischbeg’s core advice: connect what you already do with what people are excited about
- A menu of easy options: watch parties, matchday specials, early openings, window displays, jersey discounts, trivia, and neighbor partnerships
- How Stoup Brewing is approaching watch parties, marketing, and partnerships with local soccer communities
- How The Soccer Post is using brackets and free posters to create repeat visits
- How Snohomish Sports Dome is surveying local businesses and building community-wide participation
- Where to find the playbooks and toolkits (including language and licensing guidance)
Business resources
Call for listeners
If you’re a business owner doing something fun — big or small — send us a note. We want to highlight local spots that are welcoming people well this summer. And if you’re an event-goer, make it a goal to support a few local businesses while you’re out enjoying the watch parties and community events.
Disclaimer
Always follow posted rules, licensing guidance, and on-site staff direction, and use official sources for the most up-to-date information.
Follow From Pitch to Puget Sound on your favorite podcast app.
Sign up for our newsletter with important links from the show.
Disclaimer: This podcast is an independent production and is not affiliated with, endorsed by, sponsored by, or officially connected to FIFA or the FIFA World Cup.
Theme Music from: https://pixabay.com/music/rock-sport-sports-rock-music-368012/
Episode 8