Most people in Pittsburgh's tech ecosystem know Denise DeSimone as a serial tech entrepreneur and Founder/CEO of C-Leveled. She also runs Pittsburgh's iconic Steel City Con -- the exclusive Comic Con of the Monroeville Convention Center.
Join us today for Business as Usual as Denise gives us all of the details of this year's event on June 11-13. At the Steel City Con, you can meet TV and film celebrities along with celebrity Q & A’s, panels, celebrity photo ops and the Artist Charity Quick Sketch.
Denise will overview how Steel City Con is ensuring participants' safety while maintaining in-person fun and engagement as they prepare to meet with the likes of Star Trek's William Shatner, Saturday Night Live's John Lovitz and dozens of other pop culture stars.
Transcription:
Hey, everybody, thanks for joining us for business. As usual, this is Jonathan Kersting with the Pittsburgh tech Council, and the usual co host of business as usual, I am filling in for the one and only Audrey Russo. today. She's at our board meeting. So I get the honor and privilege of hanging out with Denise that Simon today, very excited to have this conversation. But before I formally introduce my good friend and East guy to take care of a little bit of business, first and foremost, we have to thank our sponsors Huntington bank, they have had our backs from the very, very beginning of this whole thing, we could not do business as usual, and bring these conversations without their support. So glad to have him on our team, that's for sure. And of course, 40 by 80, the nonprofit arm of the Pittsburgh Technology Council, gotta love those guys as well, too. They're helping us do some really transformative work was trying to connect people to connect, trying to connect entrepreneurs to funding you name it, or debate at trying to do it. And they make the show possible. In case you don't know, Mike's had been muted so we can get the background noise to a minimum. If my dog started barking Well, they're gonna bark and there's nothing we can do about it because I keep my mic on the entire time. But hopefully there'll be super quiet today. As Audra always says, we like to ask people to use the chat to ask questions. Don't do any cheesy business selling on the chat that's not fun. That's not cool people with you anyhow, if you tried doing that, and hopefully won't be zoom bombed. Actually, it's pretty funny. Audrey and I are actually zoom bombed on our do the robot show for tech live live this past week. It was a pretty horrifying experience. But our security is locked down tight here. There's no messing around. That's for sure.
So
we got to start the show today. As you may have noticed, we started with a little stones today how to play a few licks the stones. Because it is of course the knees to sign in. And it is our favorite band in the world. A little little Mick Jagger though Keith Richards to set the mood, especially on a day like today. It's kind of kind of cold and dreary, maybe shelter kind of gets me fired up. Please, so happy to see you. It's always a pleasure hanging out with you. I just realized, I think I've known you for almost 20 years now, which is really kind of scary.
I know. You know, I when I first came back to Pittsburgh, the
the first kind of business I walked into was the tech Council. I remember man, I remember if you were like just coming in here from like, I think it was it was it was it naturally you're living it.
Memphis,
Memphis. That's what it is. And you just sold a tech company down there. You came to Pittsburgh. And I was like, man, Denise has a whole business a cool way. I mean, you got a great backup. Like I said, we could use we use the email to promote this. You're a serial entrepreneur at its finest, whether it's tech or whatever, which is like when you told me a few years ago that you were doing the Steel City con, you got the franchisor that I was like, of course he would do something. Why would you not tell her I told her our viewers who may not know who the real Denise decline is what you're all about. And also a big pitch for sea level as well, too, because you guys do tremendous work at sea level, Carter with the tech council a lot of our events and marketing and so forth. So tell us about you and sea level.
Yeah, you know, so we've been around. So like you said, I came from Pittsburgh, left Pittsburgh came back. sea levels founded about 12 years ago now. And we've, you know, we do great work. And I think the best part about sea level is that, you know, we really get engaged with the clients. So, you know, we execute some awesome brands. You know, we've done some work for PNC, we've done some work for a lot of big companies, and small companies. So you know, we always kind of like working with those startups as well. Because, you know, as you said, I mean, I've my career has basically been starting companies and exiting companies. And
so it's been fun. I always say SEO was kind of like the sixth stone, the stone sort of way. It's kind of like you're kind of like like a Nicky price or something like that. You know,
I think that's a good analogy, except was that seven.
And I just really needed some people like when it comes to business, I mean, I respect you so much on what you do and have done because you're using the business value and something you knew how to do that. But you also know how to get back to the community and help people as well to you've just done some really cool In this work, Denise, and that's what we're really excited to talk to you today about this. I caught one of your side ventures, the Steel City pond, which told me about that I thought was so exciting and I didn't really know don't don't know anything about this culture. Like I'm just never really been into it, but I think it's fascinating. So I'm excited to learn more about it today. And more importantly, I think also our viewers today are really pumped to know about Wow, this is it. I'm huge in person event at the Monroeville Convention Center happening June 11, through the 13th. And I mean, we're excited to get people doing stuff in person again, like I got my second COVID shot today. And I'm like thinking myself Oh, man in a few weeks, don't be afraid going out there and doing stuff like, like Steel City karma and given deeds on Steel City real fast.
Yeah, I mean, you know, I hadn't really ever been to one either, you know, I mean, I
given you a franchise you know, I
mean, the reality is that I I've never been to one and but you know, it was a good fit for you know, sea level to you know, we do sea level does such a great job of branding and lead gen and it was a it was a good fit, because, you know, still city it's been around for 30 years here in Pittsburgh, which was huge. And, you know, it's fun, you know, we it's, it brings a different side of business.
So it was much different sides. Very different side.
Yeah, so you know, it's, it's fun, it mixes pop culture with, you know, we try to get everybody taken care of, you know, the sci fi the Star Trek, the Star Wars, some scary, you know, some TV and you know, every once in a while musician, wrestler, so, you know, the formula is pretty simple. And, you know, the the, the fans of Steel City con are really, really tremendous. I mean, they are diehard is
a lot of fun.
I always knew Steel City, cons in town, because I drive by Monroeville also like the Millennium Falcon, like,
yeah, it
was sometimes in some of their cars play today. That's
crazy. I mean, the first time you know, that I walked into one in my own. I was like, wow, this is that, but I'll tell you, it's, it's really a nice, no judgement zone. People who get along, you know, there's never been a fight or an argument or, I mean, it's, it's really a cool environment.
It's got to have a totally positive vibe, because people are just doing what they love. It's their passion. It's what they enjoy. And they're, they're just gonna have a great time and eat down the things that pump them up, which I think it makes it such a cool event. So on the 11th, to the 13th, maybe kind of run us through real fast, like, I mean, some of the talent that's coming is pretty amazing. I mean, you're talking like William Shatner, I think he's got to be the absolute godfather of all these things, right? William Shatner shows up to something like this. It doesn't get any better than that than like, if Darth Vader showed up or something like that.
Yeah, I'll tell you. They're, you know, he's, he's a big one. You know, and it's funny that you know, he reached out to us and he said that Pittsburgh was you know, really such a tremendous experience. You know,
he wanted to come away. Oh, that's
cool. He reached out to you saying the Steel City. I gotta be there. Yeah,
I mean, he's, you know, I think this is his first Comic Con back and he's he's ready to go. Okay.
There's a ton of other guests. I was looking at the slate I mean, you'd like Jon Lovitz coming for crying out loud. Like I think I would go just to like get my picture with him.
Yeah, I mean he there's some Walking Dead folks come in there's you know, some of the original et cast you know, we smash people so I mean, there's
there's all this coming if I'm not mistaken. Alan Alda is coming right
it's coming I didn't even know he was still alive.
Interesting as far as that is, that's the super cool to the ideas. I mean, how many people are you are going to be coming from obviously this is in COVID I'm assuming it the crowds won't be as dense as they would normally be. What's the plan here to make sure that people have a super fun but super safe steal to the con this year? Yeah. I
mean, you know, the we're, of course you know, massacre and to be mandatory in town. Get your checks and all that stuff. But you know, it's only going to follow the guidelines. You know, for whatever reason, I think we're the last state at 25% capacity of indoor. Right? You know, when you look at the states around us, they're all at 50 or 75%. So, you know, the hope is, and I think the expectation is that some of that stuff will be lifted a little bit. But you know, we're gonna follow the guidelines. But first, but it's time, you know, I mean, it's time people want to get back to it. They want to get back to, you know, as normal as normal can get it still city con.
Exactly. But here's something interesting about Steel City con this year is I'm curious see people's face masks this year, right. So I'm assuming people you get super creative with their face masks to show what they're all about when? No, I
think, you know, it's already starting, you know, they have a Jason face mask that they're starting to come up with. I mean, it's, you know, it's interesting in my kids love it, which is nice. So, you know, it's a business that, you know, you can bring the family to cover their eyes every once in a while. But you didn't see that you didn't.
We all saw but we didn't see it. Exactly. Don't tell anybody you saw that. Very cool. So how many how many of these do you typically have a year?
Oh, we have three year So typically, they're it's August. It's April, August and December. But this year, we push the April to June. So it'll be June, August and December.
I guess you're playing on then getting back to a full schedule of the Steel City cons for 2021. We're getting back. Very cool. Very cool. And they're always at the mineral Convention Center as well, too, right.
Yep. It makes sense for us. You know, it's free parking. You know, it just it it. We've looked at some other places, but Monroeville seems to be the home.
Absolutely. I wouldn't be the same not being there for some reason. You need to ample space to the park the Millennium Falcon. Yeah, well, yeah. And I mean, right spots there, you kind of back it in and then drop the chalks on it. You're right
at the Ghostbuster vehicle, you know, you
can't just put that anywhere. Exactly. You're getting me fired up. I think I want to actually go and just check this old thing out and have some bugs with it sounds totally amazing. So how about we're talking about like books like William Shatner coming in on Alda and Jon Lovitz? I mean, what are their concerns for getting back to this? And you said, mentioned before, this is Shatner's first one. So I'm assuming they're itching to get back. Because obviously, they make a lot of money doing this, they want to engage with their fans, probably even more than that, I think as well, too. So how are they feeling? How are you ensuring their safety? I'm assuming there's a lot of back and forth on that.
Yeah, I mean, frankly, I mean, a lot of these celebrities really are worried about it, you know, they they back they know, there's a level of expectation, you know, are we checking temperatures? Are we, you know, adhering to face masks? You know, we're obviously not going to, you know, just let people surround them. But, you know, people like William Shatner, you know, they have, you know, he has somebody that's with him like a bodyguard and, you know, oh, you know, it? Typically everybody's safe. You know, I don't think it's gonna be the same, you know, people are hugging and, and all that. So
we're gonna lip lock going on in the Steel City con this year right
now. And you know, that's not a bad thing for certain people.
Absolutely. So I'm just assuming, obviously, as you move forward with this, you're going to be course correcting as you go, based on what the requirements are only a bit about last year, and you were you did you have to cancel everything last year. Did you do some virtual stuff last year? Is there a hybrid version of this that can happen? It's going to get those of us who maybe have to really go out in public and say we still want to be part of steel, stay calm, but we just don't want to leave our layers quite yet.
No, I mean, we cancelled it all. You know, and I think the, you know, the appeal of Steel City con is the M person you know, these people have been going years and years and it's you know, it's it's like a family environment to them. You know, they meet the friends They've only they only see three times a year. It just wasn't something that we thought, you know, we don't want lose what still city con represent. So we just canceled everything. Absolutely. I
just kept it. It's gonna be this year and kick that hit like so many companies did. Yeah, it was very I mean, that's just one of the things we're going to show you how this pandemic has just impacted everything in anything, our enjoyment of all things pop culture at a convention center, as far as that is, yeah. So I'm pumped up for this thing. If people want to learn more, what's the site for that? It's Steel City con.com. I can put that up in the
hills Siddiq, mon calm and we're going to be launching a new site. Of course, of course.
I wanted to make that site for you guys. There might be a firm I can recommend for you that might be
get an RFP out. But yeah, do that.
Absolutely see a new websites coming out. And the idea is to encourage people that you're practicing all the safety that you can possibly practice that you're trying to make this a safe and fun event. As far as that goes. So
yeah, I mean, you know, we, you know, I bring my kids there, you know, you know, I would never put anybody in any kind of Jeopardy, so we're gonna adhere to the guidelines. And you know, I think everybody's just ready. I mean, there's, we get messaged every day, please don't cancel it. Please have it.
Excellent. Health ticket sales been so far. I mean, before, you're kind of mentioning that, that sales are pretty strong. So you, obviously people are ready to go. How's that? Yeah. I
mean, it's, it's kind of it's not, you know, the way it was pre pandemic, but it's, it's fairly consistent and steady. The vendors are ready to get back to it. I mean, I think everybody's ready.
Definitely. I'm assuming after the first one happens, which I'm keeping my fingers crossed, I know, it's gonna be totally fine. But at that point, then there's been even more of a comfort level at that point, maybe to second ones, but it'll keep building because people are getting used to getting back to this your new normal that we're going to have and realizing that we can do these things, and do them all safely, more safely. So I'm excited for it. I'm hoping other events like Comic Con, come back. And we're all just kind of doing our thing like we once were and being human beings out there interacting with each other and enjoying the things that we love so much. That's for sure. Absolutely. So Denise, we did a little storytelling, like you have some of the best stories about some of the folks that have come to the Steel City cons over the previous years.
We've had
stories that really stand out for you that we can maybe talk a little bit about, maybe we can always change the names. guilty and the innocent if we need to.
Yeah, I mean, so I'll just say there. There's a you know, well known actress that I swear we delivered probably 30 gallons of Mountain Dew to over the course of the weekend. I mean, I don't
doubt the Mountain Dew
for every I mean, we were going to the store for mountain dew on a regular basis.
Oh my goodness.
You know, and then you have the usual, you know, there was a celebrity that had to have, like, jars of pickles.
Pickles.
Yeah, it gets crazy. And then, you know, we've gone to hotel rooms waken up celebrities. I mean, it's, it's, it's interesting. It's definitely a different clientele than what I'm used to.
I believe it can be it's gotta keep things fun and interesting for you. That is absolutely for sure. That is so interesting.
Now, on the flip side, there's some really cool celebrities that are really, you know, just down to earth. Very, very nice.
Because almost two years ago, George tocai came, and I was gonna be able to interview him, you set up an interview for me, but I couldn't do it because I had a death in the family. But we had our we had one of our people come down and interview him. And he seemed like the coolest nicest most down to earth guy ever. Like, he was really nice, like quality people.
I mean, he was just nice. And you know, like I said, I have my kids run around and they're, you know, is just very welcoming. You know, the other group that was really really nice with the people from the office. Oh, that's pretty cool. I
didn't know you had them stopped by that. That'd be like a total like, wow, crowd pleaser right there.
Yeah, I mean, they, they were they were just really decent people and you know, they just, you know, some celebrities are just very welcoming and they appreciate the fans and you know, but then in all fairness, I don't think we've had a celebrity that was kind of like don't talk to me but the office they were like, you know, order and chili at the concession stand and pot pretzels and
they're reveling in it and having a good time and spreading that vibe out to all their fans and everything. You know. That's awesome. What a good time all the way around. Here would you say has been your favorite celebrity to go through? Steel City con over the years even running it Denise?
I would say the guy that plays Kevin in the office.
Okay. He was he was a lot of fun. did play drums for you guys when he was there?
No. Cuz it a couple a couple episodes in him where he was playing the drums and
he did some videos where he was, you know, he did some impromptu videos where he was acting like he was part of the setup team, which was hysterical. Um, you know, but we've had some good ones, you know, in some older like Kristy McNichol was really a nice person. Okay. And, you know, believe it or not, Carmen Electra was an electron.
Carmen Electra Oh, my goodness. Yes. There.
She was really, really a nice person.
Very cool. See, obviously, you've made some great connections over the years doing this. Any any celebrities that you would love to get into Comic Con, and it's still city con. In the future? Yeah,
I mean, I think everybody wants to see Rainn Wilson. Like he's a he's a big one that everybody likes to say. You know, Robert England with Freddy Krueger, you know, everybody wants to see him. Okay. So yeah, there's there's a few of them that are kind of
that level, even Shatner level right that Yeah,
you can get
really you got to work the channels and everything like that to make that happen. Yeah. Well, Denise, I'm just really pumped for you guys. As you can tell, I want everybody to go to Steel City con calm and check it out, you will find someone up there that you probably want to hang out with the meter picture pagan land is so many people come in over the course, is really like this Pittsburgh tradition. As far as that goes. I'm glad to see it coming back. And so we have a few minutes left me so maybe we can switch gears a little bit. I always love picking your brain about what's happening across Pittsburgh tech sector. And really how things have changed during COVID and everything like that. What do you see going on out there anything that is interesting, you tech wise, you're in the Pittsburgh region that making you kind of pay attention?
Well, I tell you, I think what Astro robotics is doing is incredible. I really enjoy working with those guys, and
I think visited their website. Right? If I'm not mistaken. You guys just launched their new website. No pun intended.
Yeah. Well, I don't know if it launched yet. But I think it might have, I don't know, I went on vacation. And I came back and we had a new website USA.
Yeah,
but yeah, I mean, I think I think what those guys are doing, I think is just really incredible. I like, you know, technology is kind of like, my background, my true background. So, you know, I think there's a lot of cool stuff happening in Pittsburgh.
I see on the whole Astro robotics, it just blows my mind you think about like, it's probably an actual space on there, they will be controlling, you know, robots from Pittsburgh, on the moon as they search for water and things like that. I agree with you as robotic as well as companies that I think really stands up. And as far as that goes, and as far as like, what are your thoughts on how we're entrepreneurs out there doing what you've done with your life? It's always a challenge. And really, to get more to get more women and people of color started in this because I feel like this numbers aren't there in Pittsburgh, especially and you should be a really an inspiration to love these books. Because you've been there and done. Can we get more people to take that risk and get out there and take on the next skill city con as a side project while they're running their businesses like you've been doing?
Well, you know, I think, you know, I think there's a lot of fear over the last, you know, couple years, especially with, you know, COVID but I feel like you know, people just need to jump into it. You know, there's so many more resources and so many great organizations out there now. People can take advantage of that, that weren't there years ago. So, you know, I think I hope that more women and more minorities and will start trying to, you know, put their foot in the water because I think, you know, with the technology with the, you know, online e commerce with the, you know, the everything's more reasonable now, I mean, there's really no reason not to.
Absolutely. It's like if someone ever wanted to, like reach out to you just because they know you've been there done that you're you're really prevalent community issues, anyone know what you fear reaching out to saying, hey, I need to pick your brain, I have an idea, just just a bounce off of someone like a Denise's assignment. Obviously, you're, you're open to that.
Yeah,
I mean, I talk to people all the time. And I don't ever have a problem with that. I mean, I think it's important. You know, for those of us that have done it to really, you know, give back to the entrepreneur community. I mean, it, you know, it's not, it's not something we should do. It's something we have to do. Absolutely.
I tell you what, my memory still goes back about five years ago, you sent me a text saying, you got to meet me at the Starbucks on coupon, they got something I gotta tell you. Now, I was like, Well, what do you got to tell me like, just meet me at eight o'clock, whatever it was, I met you there. And that's when he told me your whole concept for sea level. And to see how you've grown that over the past 12 years. I think it's just been phenomenal. I know. You've impacted so many companies positively here over the years with your marketing helping us helping spin companies up because you've been in those trenches with them doing that. And then what you're doing with Steel City con is just so cool. And I just I just love having our conversations like we've had today. It's just so much fun. If it's such an honor to come with you today. Nice. Oh, I
missed you guys. I mean, I you know, I'm one of those people that I'm ready to get back, you know, ready to be in person?
Absolutely. Absolutely. So, everyone out there, go to Steel City con. If you're thinking about starting a company you're afraid to call Denise she'll give you a dose of courage. Simple as that. You should take a minute or two. We obviously don't do that at all.
JOHN, I don't
mind everybody that tomorrow we have the CTO of the Pennsylvania Turnpike commission stopping by I didn't realize how huge the turnpike commission is. It's got like a $260 million budget and like 1800 employees and technologies can be leading the way towards making the turnpike and the other highways that it manages routes the future so lots of opportunities out there to connect with the CTO there. So we're excited to have that conversation and we'll be back leading that up. And we always got to thank our sponsors Huntington bank for making this happen and free by 80. We could not do it without them and Denise will give you a big hug right now through zoom. And hopefully we'll see each other in person it's like I said, I got my second COVID shot so there's couple week.
Me too.
I'm going to steal city con man get rich everybody participating our business as usual today. Everybody have an awesome afternoon despite the frigid temperatures out there, I swear is gonna get much better.
Thanks, Jonathan.
See you guys.
Transcribed by https://otter.ai