In 2011, Charlotte sports journalists Tim Baier and Jarod Latch often found themselves lying awake at night, the same question turning over in their heads: “What’s next?”
In journalism, upward movement often means moving on to bigger cities. But for Baier and Latch, Charlotte was now home. So, they made a choice: Continue telling stories and do it from the community they loved, but in a new way, on their own terms, as entrepreneurs—together.
Collaboration has been in Spiracle Media’s DNA since day one. And it’s something they pass around with each hire they make, and each project they create.
“We want to be known as an organization that does fantastic work, but more importantly that cared about its people and that the people care about each other,” Latch said. “That’s the type of culture we’ve built and that we want to maintain, and we hire against it—more than ever.”
Eleven years later, Spiracle Media now has 21 employees, and creates video content for companies and projects across the globe. But above the accolades, area codes, and ascending revenue, Baier and Latch will tell you what matters most, is the culture they cultivate every day.
“Every year we get the Best Places to Work from CBJ,” Baier said. “Our team has to vote on that every year. For us, that’s really important to be able to hear from them how things are going and that we’re doing things in the right way.”
Those conversations happen both organically and intentionally: from the impromptu collaboration meetings to the informal backyard gatherings, beers in hand. Every year, the entire staff takes a trip together to bond and decompress. Baier likes to keep the location a surprise until the last minute.
“The biggest thing for me,” Baier explained. “Our culture and the company we build is way more important to us than the revenue numbers and the numbers of the people that are in here and who all we’re working with.”
That culture has helped Baier and Latch attract some of the best in their field.
“The collaboration and teamwork are incredible,” Executive Producer Natalie Ridley said. Ridley spent years as a producer and creator in broadcast media before transitioning to her role at Spiracle.
“The people here have real relationships with each other and genuinely enjoy hanging out with each other,” Ridley said.
Creative Video Special Ryan Dudik said he felt like part of the team on his first day.
“They are some of the most caring, creative, passionate people I have ever had the pleasure of working with,” Dudik said. “Their ability to go above and beyond to help out not only their team members, but also people in the community is incredible.”
Katie Miclat, head of partnerships at Spiracle, said the team has become like family.
“The excitement and energy are contagious,” Miclat said. “Everyone is so supportive … yet we all hold each other accountable and push each other to be successful and the best versions of ourselves.”
It is that reputation that has helped earn Spiracle Media the Best Places to Work Award by the Charlotte Business Journal four years in a row.
Courtesy: Julia Faye
But, there was a time, during the pandemic, when coming into work wasn’t an option. In fact, they weren’t even sure if work would still be there at all.
“There were definitely points when we thought I don’t know if we’re going to get to the other side of this,” Baier said.
In 2020, the company’s revenue slid 40%. Despite their best efforts and sleepless nights, pay cuts and layoffs became reality. Cutting the team was a cut to the bone.
“We had to stand beside each other,” Latch said.
It was their darkest hour. But they used it to turn the spotlight on their company. The professional storytellers turned the cameras on themselves, telling their story of survival in their documentary Saving Spiracle.
It was their first foray into film. It won awards. It was proof, good things could, and would, still happen.
“We spent time focusing inward, making the business better coming out of the pandemic than it was going in,” Latch said.
“If we had never had those trials and tribulations and that adversity, we would not be as good of a company as we are today,” Baier agreed.
So, when faced with the decision of what the return to office would look like, there was only one choice: of course, they would do it, and they would all return together.
“I want us to continue to provide the environment that everybody wants to come into work,” Baier said. “For us to have that environment and that want to be in the room is something we’ll always strive for no matter how big we get, no matter what happens.”
In the future, Latch and Baier hope to grow their company, work with more Fortune 1000 companies, maybe even win an Oscar or an Emmy.
But at the end of the day, true success at Spiracle Media will be measured in the moments, not the milestones. The culture of collaboration woven into the fabric of their tight-knit team will be what matters most, and their greatest achievement.
“We want to be together,” Latch said. “And I hope that is the theme that carries on.”
Courtesy: Julia Faye
