6th Annual Barristers’ Banquet and Awards Program

Atty. Max L. Siegel

NASHVILLE, TN --The Napier-Looby Bar Foundation (“NLBF”) is hosting its 6th Annual Barristers’ Banquet and Awards Program, in celebration of Black History Month. The NLBF is a 501(c)(3) which serves as the philanthropic arm of the Napier-Looby Bar Association, an affiliate of the National Bar Association, the oldest and largest association of black attorneys with more than 10,000 members. The Nashville legal community and larger community convene each year at the Barristers’ Banquet and Awards Program, in celebration of black history month, for an evening of great food, music and conversation. The purpose of the banquet is to recognize outstanding achievements in the legal community and, more importantly, to raise money to award scholarships to deserving students and fund the charitable efforts of the organization throughout the year.

This year’s banquet promises to be a memorable and inspiring occasion. The theme for this year’s banquet is “A New Generation of Leadership.” The speaker, Max L. Siegel, is the epitome of a new generation leader.

Max L. Siegel is a man of many talents. A graduate of the University of Notre Dame Law School, Siegel initially planned for a conventional career in corporate law. His Jewish father, William Siegel and African American mother, Delores Frazier, were part of the demanding music industry, but he longed for something traditional.

After his law school graduation, Siegel launched a successful career as a corporate lawyer, presiding over legal affairs for Fortune 500 companies, as well as professional sports, entertainment individuals and organizations. Today, the life of this 44-year-old Indianapolis native is far from conventional.

Siegel is an accomplished music and sports executive, attorney, speaker and one of the most sought-after persons in the entertainment industry. He has appeared on The Oprah Winfrey Show and has been featured in The Wall Street Journal, USA Today, The New York Times, Crain’s New York Business, ESPN and Billboard among others.

In January 2009, Siegel added to his list of accomplishments when he partnered with John Story and Tina DeVeaux to form The 909 Group, a marketing firm catering to companies and individuals in the sports and entertainment industries. The firm’s focus is sponsorship development and representation, event management, television production, public relations, online marketing and lifestyle marketing. The 909 Group’s first clients include the National Association for Stock Car Auto Racing Inc.

(NASCAR), the sanctioning body for one of North America’s most popular sports. NASCAR executives retained the firm to administer the motorsport industrywide Drive for Diversity initiative aimed at developing and introducing minority and female drivers and crew members to competitive opportunities in NASCAR. It was a much-needed move on NASCAR’s part. Just last December, it settled a $225 million lawsuit filed by a former African-American official who said she was subjected to racial discrimination and sexual harassment when she worked for the organization as a technical inspector from January 2005 until she was terminated in October 2007.
Serving as CEO of the new firm, Siegel has taken a hands-on approach to the day-to-day operations of Drive for Diversity. Charged with taking the diversity initiative to the next level, his goals include increasing Drive for Diversity’s reach inside and outside the motorsports industry; creating mainstream marketing programs for the initiative; and gaining buy-in from the various NASCAR constituents, particularly top-tier racing teams like Hendrick Motorsports, home to Jeff Gordon and Dale Earnhardt Jr., as well as from other sponsors.
At first glance, successfully reaching his new objectives might seem like a nearly impossible task to many spectators. NASCAR celebrated its 60-year anniversary in 2008, but since its inception there has only been one African-American, Wendell Scott, to succeed at the elite level of racing. Scott won the NASCAR Grand National race (now part of the Sprint Cup series) in 1963.
For Siegel, however, the role presents a new opportunity. He explains, “The role allows me to have a broad impact on the sport and continue to grow my skill set to one day become involved in franchise ownership.”

First exposed to racing as a child in Indianapolis, Siegel’s professional interest in racing began years ago when he planned to establish the first African American-owned NASCAR team with NFL Hall of Famer Reggie White and former San Diego Padres player Tony Gwynn. That effort failed after the death of White in 2004, but Siegel remained interested in NASCAR. That interest led to his recent role as president of global operations for Dale Earnhardt Inc., a top motorsport franchise in NASCAR, which made him the highest-ranking African-American in NASCAR.

It was an unprecedented move for Teresa Earnhardt, CEO of Dale Earnhardt, to bring in someone from outside of the motorsport industry. At the time, Siegel held dual positions as senior vice president of Sony/BMG’s Zomba Label Group and president of Zomba Gospel.

Taking on seemingly impossible tasks is not foreign to Max Siegel. His talent and extensive experience brokering deals and managing various projects enabled him to successfully oversee marketing, promotion, sales, sponsorship and distribution for all Dale Earnhardt properties, including its top-rated motorsports teams, airlines, licensing and auto dealership, as well as the Dale Earnhardt Foundation.
The world renowned Fisk Jubilee Singers will also be performing.

For more information or to serve as a sponsor or purchase ticket(s) or a table, please contact Andrea P. Perry at aperry@bonelaw.com or purchase online at www.napierlooby.com.

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Max Siegel Max Siegel chats

Max Siegel Max Siegel chats with Sirius Radio’s Mige Bagley on The Morning Drive about the progress of the Drive for Diversity program and Revolution Racing.

Max Siegel on The Morning Drive - Revolution Racing

revolutionracing.net

Max Siegel chats with Sirius Radio’s Mige Bagley on The Morning Drive about the progress of the Drive for Diversity program and Revolution Racing.

Know What Makes Them Tick How to Successfully Negotiate Almost Any Situation By Max Siegel, G.F. Lichtenberg Price: $25.99 On Sale: 2/16/2010 Formats: Hardcover | E-Book | Audio

“Siegel shows us how to successfully navigate situations that may arise at work, in the home, or in personal relationships. More, he shows how, if the cards are played right, everyone walks away a winner—an empowering feeling if ever there was one.” — Chris Gardner, author of The Pursuit of Happyness and Start Where You Are “Winners attract winners and smart leaders attract smart followers…. If you want to grow both personally and professionally, then join the winners and leaders who find wisdom with Max Siegel." — Chuck Wielgus, CEO of USA Swimming From highly innovative and successful business executive Max Siegel comes a straightforward and original self-help book that will give readers the upper hand in almost any kind of negotiation process. Book Description Max Siegel started with none of the obvious advantages, yet again and again he built mutually beneficial partnerships—with peers, mentors, supervisors, and industry leaders—that took him to the heights of professional and personal achievement. He’s managed some of the world’s top recording artists, ballplayers, and race-car drivers, and helped run some of the top organizations in sports and entertainment. He’s grown fragmented niche markets into bestselling audiences by tapping into the universal hopes and passions that bring people together. Now he travels the country giving motivational speeches and inspiring professionals of all kinds, sharing his method for connecting with people, whatever their differences. The secret, Siegel says, is to know what makes others tick. For some, it’s financial security; for others, it’s respect, devotion to family, a creative calling, or a vision of a better world. He shows how to encourage people to share these hidden, all-important motivations, and how to partner with them in the most powerful way there is: by finding the overlap between their goals and yours, so that together you can realize the dreams that make you tick. The nine universal rules outlined in Know What Makes Them Tick include: See Where You Want to Be, Not Where You Are Find Your Ambassadors Show What’s in It for Them Readers will learn practical strategies for negotiating the challenges in every part of life, whether motivating colleagues to be more productive, finding a market for their product, uniting a divided family, or building a life of satisfaction in an unpredictable world. It’s an eye-opening guide to a unique and powerful approach that anyone can use.

Thanks to BET, push for diversity in NASCAR to be televised

Max Siegel nearly bought himself a NASCAR team five years ago. Along with partners Reggie White, Ronnie Lott and Eddie DeBartolo, he was within two weeks and a few pen strokes of completing a deal to purchase what was then MB2 Motorsports. But White's death in December of 2004 scuttled the deal. "Reggie was my best friend, man. He married my wife and I," Siegel said. "It was amazing to see him the last few days of his life so excited about something."

Even though the deal didn't happen, Siegel remained excited by NASCAR. His growing interest in the stock car phenomenon and its use as a marketing tool were eventually satisfied when he accepted the high-profile, highly thankless job of president of global operations at Dale Earnhardt Inc. in 2007.

His status: one of the most powerful African-American executives in NASCAR history, an organic diversity initiative in a sport institutionally craving them.

His reality: trying to re-sign NASCAR's most popular driver and namesake of the team, whose personal and professional relationship with the team eroded.

Earnhardt Jr. eventually left the team for Hendrick Motorsports, despite expressing an affinity for Siegel, and the vestiges of MB2, bought eventually by Bobby Ginn, who ironically enough, came to DEI in a merger in 2008. Siegel left DEI after two years amid another merger with Chip Ganassi's race team.

Today, Siegel finally has his own team, Revolution Racing. He's in a far better position to further both his ambitions about the sport and NASCAR's diversity initiative as his 909 Group takes over the management of the sport's sixth-year Drive For Diversity program.

Siegel and partner John Story, another former DEI executive, purchased the assets of two independent race teams that have in the past fielded entries for D4D prospects, bringing them on as employees, and consolidating the program under one roof and marketing umbrella. With the 10-driver field set following a two-day combine at Motor Mile Speedway in Radford, Va., on Tuesday, the travails of the group will be documented for the first time in a 10-episode reality show set for initial broadcast on BET.

"I've always been fascinated by the platform the sponsors have invested [in NASCAR], but I've never felt like the sport has completely maximized its ability to reach out to a broad audience and leverage that platform," Siegel said. "So the balance we've had to strike, being at a place like Dale Earnhardt Inc. and going through all of that is really about maintaining the integrity of the racing program and winning, but also generating the funding that will fuel your racing operation.

"One of the things, by consolidating the program, it allows us to, at the development level, to go out and sell an entire program instead of one Late Model car, one Camping World car, which gives a sponsor a broader spin."

The program will field four drivers in the Camping World East Series, six in Late Model programs and add a "youth component," Siegel said, that could include karts, Bandoleros or Legends cars in conjunction with 600 Racing in the Charlotte area. The entire operation will be housed inside the NASCAR expertise perimeter in Mooresville, N.C., which should abet the flow of talent and information into and out of the organization. And not just for hopeful drivers.

"The concept is you bring someone in young and even if they don't have the talent to progress [as a driver], you introduce them to the sport and other jobs in the sport," Siegel said. "But if you find someone in a kart and you want to move them up, you can move them up. It allows you some continuity and some time to really develop them. NASCAR has been great. We're working closely with the Gibbs organization as well as [Richard Childress Racing] and Hendrick [Motorsports] has been really gracious and helpful."

A national television audience and sponsors are another challenge, but may go largely together. Siegel, a former player agent and music industry executive devised Changing Lanes hoping to create "American Idol meets The Apprentice" show that chronicles the daily lives of the D4D hopefuls. Siegel hopes the seemingly unending appetite for voyeuristic television programming can not only support a show about minority racers but also tap into a potential new market on BET. NASCAR consulted on the initial culling of candidates -- which eventually yielded four previous D4D participants in the final 10 -- and Siegel brought on veteran television executive Ken Mok, who produced America's Next Top Model and created Making the Band.

"We have a collaborative approach to it and we sat down to figure out how to entertain the public and make it really interesting," Siegel said. "It's a media buy for the sponsor and it's also putting these young and relatively unknown drivers in front of pop culture."

Prospects will be paced through challenges each week and judged by a panel including Siegel, NASCAR public affairs executive Marcus Jadotte and a guest germane to that week's storyline.

"If it's pit crews, maybe it's Chad Knaus," Siegel said. "Maybe some driver. We'll go from 30 at the combine down to about 10 and then highlight the four Camping World East drivers and the other drivers in the program."

NASCAR maintains oversight and marketing ties to the team as in previous years, Siegel said, an acceptable condition considering the series' name is attached to the initiative and its reputation will be impacted by the outcome. Siegel and Story run the daily business.

"I think the one thing we really evaluated really closely was, NASCAR is in a really delicate position," Siegel said. "They want to see the sport grow, but they don't own teams. They are the sanctioning body and they govern it. But they can't put someone in the car."

NASCAR diversity affairs director Dawn Harris said the one-team concept at Revolution Racing will enable better evaluations of the talent pool.

"Before it was an apples-to-oranges situation," she said of seeding the diversity candidates to disparate teams around the country. "There are so many different kinds of tracks, a lot of variables with equipment. Now with this academy style there is a lot more consistency."

There is a palpable impatience to field a diversity program product in a Sprint Cup car. Or a Nationwide car. Or a truck. And soon. It hasn't happened yet. Something to show tangible progress.

"The thing people lose sight of is they expect the program to graduate someone pretty quickly and you've got to remember Carl Edwards spent many years driving racing cars before anyone ever knew who Carl Edwards was," said Paulie Harraka, a repeat D4D qualifier and the first member of the program to win a race in a NASCAR regional touring division. "And because of the increased exposure Drive for Diversity gets, with that comes higher expectations."

And scrutiny. NASCAR diversity drivers have at times encountered jealousy from older local drivers who were not afforded such opportunities or equipment at a young age.

"The notion of a silver spoon is largely false because it's very much an earned opportunity. Everybody has had opportunities," said Harraka, a sophomore engineering student who won two races and was named rookie of the year this season in the NASCAR Camping World West Series. "There is no one who has made it anywhere in this world without some sort of opportunity. For me, it was attending Duke University. It wasn't owed to me, but it's the opportunity I got. And every race car driver has had an opportunity that allowed them to move up in motorsports. Likewise, I got an opportunity at BMR and Drive for Diversity, and then it comes down to on-track results."

Colombian-born Juan Pablo Montoya's conversion from open wheel star to Sprint Cup title hopeful has injected diversity into the series from the outside. His on-track results in just three seasons might have also -- whether fairly needed or not -- dispelled images of stock car racing as a sport for white males. "I do think there is some residual impact from his participation," Harris said. "And he's been great in doing some joint ventures, out-reach programs at our venues. It helps with our message when people are aware of Juan Pablo. Hopefully, he will continue to do very well."

Siegel said there has been progress in the overall thrust of diversity within the sport. But he's had to be patient.

"I usually get in trouble trying to put a timeline on the track thing," he said. "Since I came in the sport -- and granted, there is a lot of work to be done in the entire sport -- I was actually pretty surprised at the significant progress that the sport has made in areas you don't see ...

"From that standpoint, I was encouraged by that and I've been a pretty big advocate at measuring diversity progress, not just by having a female or minority behind the wheel. That's critically important. I think it will impact the fan base, [as well as] front office, engineers, mechanics, pilots ... all those kind of positions in this sport."

WHAT PEOPLE ARE SAYING ABOUT MAX…..

"Max motivates by understanding what moves people, from the financial to the spiritual and everything in between. Through that crucial understanding, he motivates his team to reach their goals. Max helped shape my career. You’d be lucky to have him guide yours.”
Tony & Alicia Gwynn (MLB Hall of Fame/Philanthropist Entrepreneur)

"Max has the intuitive send of what works and is innovative in an ever-changing business and social climate. We are excited that he joined our team and what his leadership means for the future of Dale Earnhardt, Inc.”
Teresa Earnhardt, Owner Dale Earnhardt Inc.

“The most powerful thing about Max is that he uses people in the right position. He doesn’t run a dictatorship; he really relies on people and he has really pulled all the people of Dale Earnhardt, Inc. together. He is a really smart guy, he has a way with people, and manages people very well. Max is great at building relationships, he has done it with our employees, drivers and commercial partners.”
Richie Gilmore, Chief Operating Officer Earnhardt Childress Racing Technologies

"The Foundation nominates prominent figures from the entertainment industry, corporate and community leaders to receive the Joseph Papp Racial Harmony Award. He is a genuine pacesetter and his life speaks for itself. It was a privilege to honor him this year."
Russell Simmons, Chairman, Foundation For Ethnic Understanding (FFEU)

"Max Siegel is a leader in the business and entertainment communities. The Joseph Papp Racial Harmony Award is presented to prominent business leaders and corporations who are committed to the strengthening of race relations through their business and personal endeavors. Max Siegel embodies both and it is a privilege to have him as a part of the Foundation for Ethnic Understanding.”
Rabbi Marc Schneier, President, Foundation for Ethnic (FFEU) Understanding

“Max Siegel does away with the conflict between doing well and doing good. He has the know-how to succeed and the understanding to bring all kinds of people together to succeed with him.”
Tavis Smiley Author, Television and Radio Host

“In NASCAR (as African Americans) we are the odd guys out a lot of times. Max shows a lot of backbone, poise and character with the way he handles himself. He has done tremendous things for Dale Earnhardt, Inc.”
Brad Daugherty (ESPN Analyst/Former NBA Star)

“Max Siegel inspired us at ESPN to embrace diversity in our vision and mission. Life to the Max is thoughtful, caring and wide open for the eager and insightful.”
John A. Walsh, Executive Editor and Executive Vice President ESPN

“I have known Max Siegel for over 20 years and can profoundly state that he has been blessed by God with a unique blend of talent, vision, integrity, toughness, loyalty and moxie. His business and legal background combined with his dynamic work ethic has clearly placed him in a special class of corporate executives. For Max, the past has been interesting, the present is fascinating and the future will be magnificent.”
Kevin Warren Vice President of Operations & Legal Counsel, Minnesota Vikings

“There are people in life who can talk Racing, people in life who can talk Sports and people in life who can talk Entertainment - Max Siegel is the rare individual who can talk about them all and have a strong message to send. More impressive than his contacts and career path is the sincerity with which he has approached his place in the world. It is easy to see why folks like Reggie White and Tony Gwynn leaned on him to help counsel their careers - he is a man of integrity and principle above all else. It has been an honor to work with him to date; Dale Earnhardt Inc. is lucky to have him at the helm."
Michael Hand Sr. -Manager, Consumer Promotions & Sports Marketing

Max's life story is both inspirational and instructional. His success speaks to the limitless possibilities available if you are open to new opportunities and continue to learn and grow. All of us in attendance left his presentation with a renewed sense of pride and a rejuvenated spirit."
Andre Goodlett, Sr. Director, Diversity & Inclusion, The Hershey Company

"Max Siegel was one of the best corporate speakers we have had in my time with Hershey's. His story was both relevant and uplifting to employees across our organization. We would love to have him again in the future."
Gordon Washington, Senior Associate Brand Manager -Sugar Confections

“Max Siegel’s life really “is” the American dream. He overcame adversity in his early private life to become one of the most talented people in business today! Siegel has been a trailblazer from the time he hit the corporate pavement. From scholar to corporate lawyer to record company executive to, currently, the keeper of one of the most hallowed names in sports Siegel continues to prove he is a winner! It would be too easy to wrap Max’s accomplishments in racial terms. Yes, he has broken down barriers over his career. But, it is not only Max’s race that makes his story unique. It is also the fact that he embodies the drive, determination and gumption that creates a champ. Max Siegel in his career and life is a champion! “
Ed Gordon, Host Our World/ Black Enterprises

"Having Max speak at Eli Lilly was like a breath of fresh air. He was engaging, informative, real and down to earth. He did a wonderful job! Max really knows how to pack the house! WOW! Everyone is still talking about him and buzzing his name around. I already have Senior Management calling me to bring Max in again for Diversity Month this year!”
Anita Torres –President, African American Affinity Group, Eli Lilly

“September 12, 2007 Max Siegel, of DEI, delivered a luncheon speech for the Montgomery Area Chamber of Commerce Minority Business Development’s Minorities & Women in Business Luncheon. Max’s delivery was motivating and informative as he capsulated his growing up in Indianapolis, his educational pursuits, and how faith and preparation landed him the position of Vice President Zamba Label Group and Zamba Gospel and later President of Global Operations for Dale Earnhardt, Incorporated.

Max’s relaxed style of delivery resembled a one on one conversation with an old friend about life’s trials and tribulations, overcoming, and maintaining equilibrium. His delivery was relevant and held the attention of the audience. Hardly a week passes that someone doesn’t recall his thought provoking presentation.”
Douglas Jones, Vice President, Montgomery Area Chamber of Commerce/Executive Director, The Small Business Resource Center

“Max Siegel has an extraordinary knowledge and experience that affects the lives and livelihoods of many. A chance to equip tomorrow’s leaders is sacred ground - a proud privilege. I am proud to share that ground with Max Siegel.”
Bishop TD Jakes, CEO, TD Jakes Enterprises

Legendary Sports & Entertainment Rep., Diversity Leader, Expert on Motivation

SPEAKING TOPICS
Know What Makes Them Tick: How to Successfully Negotiate Almost Any Situation
Why Should They Work With Me? Move Almost Anyone to Be Part of Your Success
The New Secret to Growth: Diversity
You Don’t Need A Master Plan: Building the Cycle of Success in Business and in Life
An Old-School Guide to the New Social Networking
Bounce Back from Mistakes: Remember Who You Are and Where You Come From
About My Father’s Business: Merging Business and Faith

Max L. Siegel is the CEO of The 909 Group LLC, a sports, entertainment, and lifestyle marketing firm, leads Baker & Daniels' sports and entertainment industry team, and is the author of the forthcoming Know What Makes Them Tick: How to Successfully Negotiate Almost Any Situation (written with G.F. Lichtenberg; Amistad). The 909 Group's clients include NASCAR, Dale Earnhardt Inc., BET Networks, and the Minnesota Vikings. At Baker & Daniels he serves a diverse group of clients, including corporations and production companies; coaches, athletes, and entertainers; labels; and foundations. He has represented sports athletes like Tony Gwynn and Reggie White and currently represents a variety of entertainers and athletes, who call on him for his sound advice, understanding of their industry, and savvy business expertise. During his tenure at Sony BMG, Siegel helped the company score more #1 hits and gold and platinum records than ever before, serving on the executive team that produced top pop artists such as Britney Spears, Justin Timberlake, Usher, and working with gospel stars Kirk Franklin and Donnie McClurkin.