00:00:01 · Ian Dallimore, Charlie Lamar
[00:00:01] S0: I'm Ian Dallimore, and this is Digital Enduring. [00:00:04] S1: I know they would be blown away by not only the industry, but how different he is. [00:00:12] S0: When you think about a home, you think of Lamar Advertising. When you look at talent, and you wanna work in the media side of business. [00:00:20] S1: That's the one that would really be even more amazing to them is is the access. Just the fact that we're such a large element in the industry. [00:00:33] S0: All right, welcome back guys. I don't think I could have selected a much better guess that not only internally, but also externally in the out of home industry. Really excited about this one. So to start it off, he had to talk his cousin into hiring him as the in house lawyer. His first job was cutting grass around billboards and ditches. He got into the business basically by being born, I kid you not. His grandfather is Charles W. Lamar Sr, my friend, former general counsel and board member at Lamar Advertising Company, Charlie Lamar. Good to have you, my friend. [00:01:08] S1: Good afternoon. Good to be here.
00:01:08 · Charlie Lamar, Ian Dallimore
[00:01:08] S1: Good afternoon. Good to be here. [00:01:10] S0: So when I first started at Lamar, believe it or not, was eighteen years ago, long time, long time for me. I expected to be in the space very short time, and I highly doubt you actually remember this, but you're one of the first people that I met in the old building next door. And I was very drawn in, I met yourself and then I met Kevin Riley Jr. As well. And I'm excited about this conversation because believe it or not, the two of you really kind of captured my attention about Lamar in general. Because I came from baseball, first real life corporate job when I was 25. Because before that, again, I was dealing with premature athletes that would do any and everything but play baseball. So to come to my first big boy job and to run into the two of you, I was like, this is gonna be a lot of fun. And even though Lamar is a publicly traded company, it's super excited to understand and know the roots of the company. So that's why I'm excited and always enjoy our quick brief conversations that I had. So tell me a little bit about, first off your grandfather, how well [00:02:19] S1: Well, unfortunately I didn't know my grandfather. He passed away before I was born. I do remember a little bit about my grandmother because we used to go down to Pensacola. In fact, my first flight on an airplane was at the ripe old age of four. Oh, wow. So this would have been about 1952. And I flew from Baton Rouge to Pensacola, where we had a little cottage on the beach, where there were very few cottages on the beach in those days.
00:02:19 · Charlie Lamar, Ian Dallimore
[00:02:19] S1: Well, unfortunately I didn't know my grandfather. He passed away before I was born. I do remember a little bit about my grandmother because we used to go down to Pensacola. In fact, my first flight on an airplane was at the ripe old age of four. Oh, wow. So this would have been about 1952. And I flew from Baton Rouge to Pensacola, where we had a little cottage on the beach, where there were very few cottages on the beach in those days. [00:02:48] S0: So being born into the out of home space, we all grew up and my dad was a life insurance. So you would always sit in the background and I would hear the things that my dad was, he was a masterful seller and did such a great job of like relationships. So I would always hear my dad on the phone, making cold calls, dealing with clients, that sort of thing. What was it like as you aged and kind of started to really understand what your dad did? And even in a time whenever billboards wasn't exactly like the biggest advertising medium per se, physically it was, but what was that like kind of growing up? And then I'm gonna ask you, what sucked you into wanting to come work in this space?
00:03:30 · Charlie Lamar
[00:03:30] S1: Well, growing up, I don't think I knew much about the business other I saw the billboards all around. It was here in Baton Rouge and a few other communities in South Louisiana. And so I really didn't get too much into the mechanics or what the billboard business is about until I was probably in high school, college. And it was always interesting to hear what the new things might be as far as what is so different than years ago. So different now than years ago because things like converting from long handle to short handle brushes to put the posters up when they were on paper, which to me it seems like they were on paper yesterday, which is probably, what, going on twenty years now? Plus, yeah. But that was pretty much it. And then when I got to college, I got a lot more into it. At that time, Kevin Riley Sr. Created the Lamar Corporation and I was board. On So that was about 1972, 1974.
00:04:39 · Ian Dallimore, Charlie Lamar
[00:04:39] S0: So to kind of take a step back, so a lot of our listeners aren't in the out of home space. So a lot of very digital native folks that have helped evolve the industry to where it is today. But maybe from your perspective, if you wanna kind of give the story, I know as we were prepping, jokingly said, but seriously, and we'll put the link in the blog about these people should just read the book because it's a beautiful story. And a lot of people, unfortunately, today outside of these walls actually don't know the story. Yours is a lot more intimate because it's part of your life and part of your DNA of who you are. Maybe give our listeners kind of the beginning, 1906 story. [00:05:19] S1: Well, in 1908, actually, think, my grandfather had been in Pensacola, moved from Georgia in 1902, which also happens to be the year my father was born. And the bank that he had come to be the president of my grandfather was located in the Opera House, what was called the Opera House. By that time, it was basically a vaudeville theater, which I always found strange that there was a bank in the backside of the theater. But in any event, there was a man there named Mr. Coe, the manager, and he was operating, what I think he called the Pensacola Amusement Company, which was the opera house. And he had one called the Pensacola Poster Company, which basically at that time was just automobiles were starting to run around in Pensacola. And they had the poster company to post bills, which I'm not even going into the details of how posters are posting bills.
00:05:19 · Charlie Lamar, Ian Dallimore
[00:05:19] S1: Well, in 1908, actually, think, my grandfather had been in Pensacola, moved from Georgia in 1902, which also happens to be the year my father was born. And the bank that he had come to be the president of my grandfather was located in the Opera House, what was called the Opera House. By that time, it was basically a vaudeville theater, which I always found strange that there was a bank in the backside of the theater. But in any event, there was a man there named Mr. Coe, the manager, and he was operating, what I think he called the Pensacola Amusement Company, which was the opera house. And he had one called the Pensacola Poster Company, which basically at that time was just automobiles were starting to run around in Pensacola. And they had the poster company to post bills, which I'm not even going into the details of how posters are posting bills. [00:06:19] S0: We're gonna put a photo of this up. [00:06:20] S1: But basically the posters that you see around a jazz fest and stuff, those are the size of the outdoor advertising at the time, which was advertising the events at the Opera House. But also during the off season, which was most of the year, he got into the business of posting for the local haberdashery or the grocer or stuff like that. And so he and my father formed a partnership in 1908. Mr. Coe decided to move back to somewhere in the Midwest he'd come from. So they had to divvy up their business interests, part of which was an interest in the Opera House itself. [00:07:02] S0: Which was the moneymaker, right? Of the Yes, two