Before starting Mile High Sports Magazine, James Merilatt worked for the Denver Broncos in their marketing department and was responsible for their in-stadium program, Gameday.
He recalls a time during his tenure with the club when Mr. Bowlen’s vision for his organization to be the best at absolutely everything, no matter the cost, came very much into focus.
“From the first day I was there until my very last day, it was clear that his goal was to be No. 1 in everything we did,” Merilatt says. “They put all their resources behind everything they did.”
Fans will almost certainly recall Denver’s, how shall we say, “creative accounting” during the two Super Bowl years. No expense was spared to surround John Elway with the on-field resources needed to win those elusive championships, even if it meant a financial slap on the wrist and a lost draft pick. Delivering the best for fans was the only goal.
The same held true off the field, as Merilatt recalls.
“It had to have been around 2004. The Gameday magazines were delivered on Friday and there was a printing error. All of the covers were too dark. Most people would have never noticed. I was told to make sure it was right.”
That meant going back to print on Saturday night, all at the expense of the team.
“It had to be an $18,000 print bill,” Merilatt remembers. “But the cost didn’t matter. Mr. Bowlen said to make it right.
“Whether it was that or flying me and a photographer to Bend, Ore. to interview Gary Zimmerman after he had retired, we were always told to do whatever we needed to deliver the best possible experience for the fans.
“The Rockies gave out t-shirts with their star shortstop’s name misspelled. That never would have been an option for Mr. Bowlen.”
Kent Erickson, who worked as the team’s director of video operations and football technology for more than 20 years recalls a similar attitude when it came to the on-field product.
