An Interview with our CEO: CIO Bulletin's 50 Companies to Watch

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“Putting the customers’ needs first and building and fostering relationships is embedded in our company’s DNA. We always lead with our people.”‍

In the world of sports and entertainment, the landscape is ever-evolving, with venues serving as epicenters of immersive experiences. Amidst this dynamic backdrop stands ANC, at the apex of innovation and partnership.

For over 25 years, ANC has been innovating and diversifying. In January 2023, C10 Media, led by Jerry Cifarelli Jr., took over the reins, marking a shift towards a comprehensive platform for sports and entertainment.

This transition reflects a forward-looking vision, focusing on fostering enduring partnerships and adapting to industry changes. ANC's team of seasoned executives is committed to nurturing these relationships. Their services include LED signage systems, audiovisual technologies, technical integration, operations, content production, venue control software, and advertising solutions, all aimed at solidifying ANC's role as a trusted partner.

Jerry Cifarelli Jr., CEO of ANC, spoke exclusively to CIO Bulletin about how his company is pioneering the future of branded entertainment experiences with innovative partnerships and cutting-edge technology installations.

The Inception of ANC

In the year 1997, ANC emerged as a trailblazer under the astute leadership of Jerry Cifarelli Sr., marking the genesis of a remarkable journey in sports and entertainment technology. Originally named ANC Sports Enterprises, the company embarked on a mission to redefine advertising within the sports landscape through the introduction of rotational signage systems.

Reflecting on ANC's inception, Jerry Jr. explains, "ANC's strategic focus on rotational signage systems at our inception was pivotal in shaping the trajectory of sports advertising technology." He pays tribute to his father's visionary leadership, stating, "My father's deep understanding, cultivated during his tenure at Dorna USA, positioned us as pioneers in the industry."

With ANC's focus on relationship-building and a commitment to innovation, the company swiftly forged enduring partnerships with leading sports teams and venues.

Driven by an unwavering dedication to innovation, ANC achieved numerous milestones, introducing trailblazing technologies such as the first 360-degree fascia displays and NBA courtside digital displays. Jerry Jr. proudly reflects, "We have a legacy of spearheading several groundbreaking initiatives, as immersive LED systems became synonymous with sports, entertainment, transportation, and retail venues worldwide."

Building on ANC's remarkable success, a new chapter unfolded with the company's acquisition by college sports marketing leader Learfield in 2015, marking a period of strategic transformation. Recalling this pivotal transition, Jerry Jr. reflects, "Our tenure under Learfield provided invaluable opportunities for growth, particularly in the realm of college athletics, while paving the way for ANC's eventual return to family ownership.”

In early 2023, ANC reunited with its roots under C10 Media, founded by Jerry Jr., while continuing the vision and sense of purpose. "Our vision is unequivocal: to serve as the preeminent single-source solutions partner in sports and entertainment. We are committed to delivering a comprehensive suite of services underpinned by unparalleled customer service." This recent evolution has ignited a new era for ANC, marked by record revenue, strategic partnerships, and continued innovation.

Elevating Venue Experience Through Comprehensive Solutions

Jerry Jr. is proud to lead a company that specializes in designing and installing cutting-edge technology systems for high-profile venues. ANC's commitment to excellence is reflected in its comprehensive suite of products and services, all aimed at providing best-in-class solutions for its clients. ANC’s diversified roster of best-in-class partners include NASCAR’s Joe Gibbs Racing, Washington Commanders, Westfield World Trade Center, Philadelphia’s Wells Fargo Center, Boston Red Sox, Indiana Pacers’ Gainbridge Fieldhouse, Cleveland Cavalier’s Rocket Mortgage FieldHouse, and numerous college and university venues across the United States.

These offerings comprises four key areas: Technology, Venue Services, Software, and Advertising.

1. Technology: ANC's expertise in technology encompasses various specialties, including Design/Consulting, Project Management, and Products and Manufacturers. Clients benefit from hands-on executive strategy, customized solutions, and venue renderings. With a dedicated Projects Team and longstanding partnerships with reputable manufacturers, ANC ensures seamless integration of audiovisual hardware and technologies tailored to individual project objectives and budgets.
   
   
2. Venue Services: The venue services provided by ANC showcase the company's unique approach to customer relationship management. It commences with Operations and Support, demonstrating ANC's commitment to long-term success through ongoing and cohesive venue support services. Another notable offering is ANC Studios, featuring in-house designers who specialize in crafting memorable experiences with engaging 2D and 3D graphics. Additionally, dedicated client managers are available to offer comprehensive production support, encompassing content delivery, proofing, server backups, and scheduling. Finally, ANC's Client Services team serves as the primary point of contact for both new and ongoing service-related needs.
   
   
3. Software: ANC offers partners an agnostic CMS integration expertise. Familiar with all the control systems on the market, ANC knows the selected platform will be based on each deployment’s objectives and control room infrastructure needs. However, serving as the mission-critical nerve center of your entire venue, ANC’s revolutionary LiveSync control software uniquely synchronizes and drives all aspects of live or scheduled experience better than any other platform on the market. LiveSync synchronizes and drives live events with unparalleled precision, setting the standard for excellence in event management platforms.
   
   
4. Advertising: Leveraging unparalleled relationships with leagues, teams, events, and facilities, ANC provides unmatched service expertise and strategic efficiencies to local and national advertisers. Through its established network, ANC delivers tailored advertising solutions that flex uniquely across markets to maximize exposure and impact.

ANC's commitment to customer satisfaction solidifies its position as a leader in the industry, dedicated to elevating the venue experience and driving long-term success for its clients.

“Our vision is unequivocal: to serve as the preeminent single-source solutions partner in sports and entertainment. We are committed to delivering a comprehensive suite of services underpinned by unparalleled customer service.”

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Tailoring Custom Solutions: ANC's Approach to Client Partnerships

With over 25 years of experience, ANC has cultivated a reputation for crafting enduring custom solutions tailored to meet the unique needs of each client and project. The process begins with ANC's commitment to viewing every partnership as an opportunity to deliver revenue-generating assets to its clients. "We approach every project with the client's specific needs and objectives in mind. This includes hands-on executive strategy, product recommendations, customizations, and comprehensive venue renderings/visualization designs."

ANC's tailored approach extends to its selection of technology solutions, where the company leverages its established relationships and history of successful deployments with multiple proven manufacturers. This allows ANC to choose the best solutions for each project objective and budget, often pairing different technologies and customizing solutions to seamlessly integrate them into the location. "We pride ourselves on delivering deployments that are on budget and on time," adds Cifarelli.

However, ANC's commitment to its clients doesn't end with the completion of a project. The company remains a long-term partner through ongoing and cohesive venue support services. "We provide Operations, Maintenance, Software Control, and System Management to ensure long-term success. Whether our clients need day-to-day support or special assistance, our Venue Service Solutions are designed to meet their needs."

Putting People First: ANC's Customer-Centric Philosophy

ANC emphasizes being a 'people first' business, a philosophy deeply ingrained in its approach to partnerships and client relationships. "Putting the customers' needs first and building and fostering relationships is embedded in our company's DNA. We always lead with our people."

This people-centric approach sets ANC apart in the fast-paced sports and event industry, where trust, reliability, and responsiveness are paramount. "In an industry driven by technology, we prioritize the human element. Our philosophy not only benefits ANC but also our clients, who value our commitment to putting their needs first."

Fostering a Culture of Inclusivity and Empowerment

At ANC, cultivating a diverse and equitable culture is fundamental, recognizing its people as the organization's greatest asset. "Open communication and trust define our culture internally and externally with our partners. We empower every employee to address challenges directly and transparently. Our culture enables us to find strategic solutions and deliver best-in-class results to our partners.”

Unraveling ANC's Innovative Solutions: LiveSync and Dynamic Tagged Media Feature

With a legacy spanning over two decades, ANC's proprietary LiveSync operating software stands as a cornerstone in venue technology, offering unparalleled intuitiveness, compatibility, and versatility within the digital display industry. LiveSync is truly future-proofed and hardware agnostic. Its unique capabilities enable seamless integration with hardware from all major manufacturers.

LiveSync's Open-Source nature further enhances its compatibility, fostering seamless integration with a wide array of hardware and software in venue control rooms. As ANC expanded its reach beyond sports venues into transit hubs and retail spaces, LiveSync underwent significant evolution to meet the diverse needs of different environments. "It’s scalability has proven instrumental in integrating additional displays into existing systems," adds Cifarelli.

Moreover, the lessons learned from retail and transit spaces have enhanced LiveSync's capabilities, particularly in stadiums and arenas transformed into dual-purpose digital out-of-home (DOOH) experiences. "LiveSync is specifically tailored for these environments, seamlessly presenting content within the bowl while delivering scheduled content throughout other areas.”

Another innovative feature ANC offers is Dynamic Tagged Media Items (DMIs), revolutionizing content management and enhancing experiences for venue visitors. "DMIs allow us to create, manage, and deploy content that is always fresh and relevant. By tagging media, the users can quickly add or remove content to a playlist, creating unique experiences for visitors."

For instance, ANC may have a playlist featuring player names, and if a player is unexpectedly traded, removing their tag from the playlist instantly removes all associated assets from the entire venue. "This drastically reduces the time needed to update content and allows more time for creating new graphics," emphasizes Cifarelli.

ANC's Legacy and Growth: Powering Forward Through Partnerships

As ANC continues its journey forward, its recent partnerships with baseball’s Milwaukee Brewers and Washington Nationals stand as a testament to the company's enduring legacy and its trajectory toward future growth. Selected as the single-source solutions integrator for innovative digital signage systems at American Family Field and Nationals Park, ANC's role extends beyond technology to encompass a holistic approach to enhancing the fan experience.

The collaboration with the Brewers showcases ANC's ability to provide comprehensive solutions, from digital scoreboard enhancements to broadcast control room technology, all aimed at elevating the in-game experience for fans. Meanwhile, the renewal of ANC's partnership with the Nationals underscores the company's longstanding commitment to excellence and continuous improvement.

These achievements not only reflect ANC's leadership in the industry but also its unwavering dedication to fostering meaningful partnerships. Through collaborative efforts and a shared vision for success, ANC delivers unparalleled experiences for fans, players, and sponsors alike.

As Jerry Jr. aptly puts it, “It's all about great partnerships.” With ANC, partners can trust in the company's dedication to delivering on promises and driving mutual success in the ever-evolving landscape of sports and entertainment. As ANC continues to innovate and expand, it remains steadfast in its commitment to exceeding expectations and creating lasting impressions in the industry.

Jerry Cifarelli Jr: Carrying Forward a Legacy in Sports Entertainment

Jerry Cifarelli Jr. is the CEO of ANC, a leader in sports entertainment signage. Born into the industry as the son of ANC's founder, Jerry's passion for sports signage was cultivated from a young age. His early experiences included attending games with his father, where he was often more captivated by the rotating signage than the action on the field.

After earning his master's degree from Fordham University, Jerry embarked on a career in advertising sales with Patch.com. However, his true calling awaited him at Fenway Sports Group, where he sold intellectual property assets across prestigious properties such as the Boston Red Sox, Liverpool FC, and NESN.

In 2011, Jerry joined ANC to spearhead its collegiate sales division, just as the company was on the cusp of significant growth. Over the next decade, he played a pivotal role in ANC's evolution, navigating its acquisition by Learfield and rising to the position of Senior Vice President, Head of Sports in 2020.

Building upon Jerry's professional and personal history, ANC and Fenway Sports Group have worked together since 2011 through the former’s extensive work at Fenway Park and MGM Music Hall in Boston, JetBlue Park at Fenway South, synergies across the PPG Paints Arena in Pittsburgh, and many partnerships on the advertising sales side.

In 2022, Jerry founded C10 Media LLC, a sports entertainment agency focused on delivering cutting-edge multimedia solutions, exceptional service, and unforgettable fan experiences. Recognizing an opportunity to bring ANC back to its roots as a family business, Jerry orchestrated the acquisition of ANC by C10 Media in January 2023.

Under Jerry's leadership, ANC has flourished, achieving record revenue, establishing new partnerships in sports and entertainment, and continuing to innovate in the ever-evolving landscape of digital signage and fan engagement. With a deep-rooted passion for the industry and a proven track record of success, Jerry Cifarelli Jr. continues to drive ANC and C10 Media towards new heights of excellence.