As a rookie in the Seattle Storm's front office, Shannon Burley experienced a WNBA title, helped design championship rings and went to the White House.
She holds this week in a similar regard.
Burley, the Storm's senior vice president of marketing and business operations, was part of the crew that helped bring the WNBA All-Star Game to Seattle for the first time. When team president and GM Alisha Valavanis came into Burley's office to share the news, she jumped up, high-fived Valavanis and hugged her. Then Burley got back to work.
"I gave myself about five minutes to celebrate before I started creating a list of what we wanted to do," Burley says.
She does mostly behind-the-scenes work, a position in which she is comfortable. Burley oversees the team's business and marketing strategies, from public relations to social media. A former forward for Portland State's women's soccer team, she transitioned into the corporate world for eight years before going back to sports, taking a position with the Storm in 2010.
Among her first efforts was creating a team slogan for the Storm. In her research, she felt the phrase "Bring it" represented the team well. "Why should we reinvent the wheel here?" Burley says. Led by Lauren Jackson, Swin Cash and Sue Bird, the Storm won their second WNBA championship. What she didn't know at the time was that when they were first crowned champions in 2004, their slogan was also "Bring it."
Burley's All-Star week includes two youth basketball clinics, going to Thursday's Yankees-Mariners game so the players can throw out the ceremonial first pitch, raising the flag at the Space Needle, and an orange-carpet ceremony with a welcome reception. And Saturday's All-Star Game (ABC, 3:30 p.m. ET), of course. While she already considers this process a personal success, there are two groups she wants to make proud: the fans and the residents of Seattle. Oh, and one other person: Sue Bird.
Here is Burley's story in her words:
For Sue
After I knew we had been awarded the All-Star Game, I asked Sue Bird if she would come in and talk with me, because so often I can talk to my peers around the league or I see what's on television and my sense for what the WNBA All-Star Game is generally through the lens of the business side. Sue was gracious, and she's an incredible human being. She came in and sat with me for an hour or so and shared what the experience is from a player's perspective and gave me some tips and some ideas that we might try with this All-Star Game from a player's perspective. Some of the unique things that we're doing, such as the welcome reception and the orange carpet, those ideas were a direct reflection from the conversation I had with Sue and trying to ensure that this experience was as fantastic for the fans as it was for the players.
I've seen the plans. I've seen the entertainment plans, I know what the ticket sales look like. I'm so confident the fans are going to have an incredible time. I know that the players will have a great time on the court, but at the end of the day, if I can hear from the players and Sue, that this was really special for Sue, that, to me, would be the icing on the cake.
Top of the Northwest
When the Space Needle raises the flag, the entire city recognizes it as a very significant event. It's just so symbolic for the city of Seattle. In order to raise the flag, members of the All-Star team have to make their way to the very top of the Space Needle and they actually pull the flag up into place, which is a pretty spectacular experience for the athletes.
It's somewhat breathtaking. You're up there, you gather the most important people to the organization -- our owners participated, players participated, it was very, very special, all of the media up there. It's not a very large space, so you kind of find a home and stay put. It's not as scary as you might think; it's pretty safe up there because you have the whole top of the Needle below you.
Making a difference
I definitely have those moments where I get goose bumps or get teary-eyed when everything comes together. There are those moments when the lights go out and all the fans are on their feet, it's so loud you can't hear yourself speak, you realize that this is women's professional basketball and thousands and thousands of people are here screaming on these well-deserving female athletes. Knowing I had a part of making that happen is so incredibly rewarding for me.
Setting others up for success
I'm very comfortable being in the background and just ensuring that those around me are as successful as possible. As a former athlete, I think that's critical -- playing on any team and being a good teammate is understanding your role. The best teams have players on them that make those around them better, and I'm very happy in that role. If I can ensure that those around me are at their peak, I know that this organization and this team is ultimately going to win.
Bring your kids to work
We had a noon game and my kids got to come and participate. Here at the Storm, we actually credential employees' children, so they feel very special; they get to walk in the special entrance. My kids, particularly my 5-year-old, he grew up at KeyArena, so he walks across the court like he owns the place; he's best friends with the mascot. He really gets to participate. Last weekend, they were both at our season-ticket holder party, and it's a unique opportunity because our season-ticket holders have also seen these kids since they were born and they love them. The last game, before player intros, the emcee has my son out there clapping his thundersticks and getting the crowd fired up before tipoff.
I won't be bringing the kids out to the All-Star Game. Candidly, the lower bowl is still sold out and I don't know where I'll be called to go on what time on that day. My wife will be, and I've got a ton of friends and family who will be supporting us all on that night. But I won't be bringing the kids out to this one.
