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
- Everett Chamber “Game On Everett” playbook + toolkit: www.everettchamber.org
- Snohomish County Sports Commission business engagement resources: snocosports.org
- Seattle World Cup resources: https://www.seattlefwc26.org/resources/playbooks
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.
The Snohomish Podcast Network is a proud member of the Greater Everett Chamber of Commerce.
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Presented by the Snohomish Podcast Network.
History of Soccer is courtesy of Washington State Legends of Soccer.
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/
Mentioned in this episode:
Everett Chamber of Commerce
The Snohomish Podcast Network is a proud member of the Greater Everett Chamber of Commerce.
