TORCHLIGHT
Summer 2026
How the St. Louis Cardinals are evolving the fan experience - pg 4
Anuk Karunaratne President of Business Operations St. Louis Cardinals, LLC
Accredited Businesses share changes that helped them stay competitive - pg 8
A look into BBB’s refreshed brand - pg 10 New study: AI customer service - pg 11
The official magazine of Better Business Bureau®, Greater Missouri & S. Illinois
“The only constant in life is change.” – Heraclitus Who was Heraclitus? Little is known about this pre-Socratic Greek philosopher. He wrote a single published work, of which only fragments survive. But the ideas within have endured for centuries: That the world is always in flux, and that one can never step in the same river twice. Though Heraclitus’ world was very different from ours, one thing is the same: Change is constant in today’s marketplace. Without it, we will not evolve. Markets shift overnight, consumer expectations evolve rapidly, and technology like Artificial Intelligence continues to redraw the competitive landscape. In this environment, the companies that survive are not necessarily the biggest or the oldest, but the most adaptable. Reinvention is not a sign of weakness but is evidence of relevance. You may remember in our last edition of Torchlight where we mentioned that BBB has a new look and tagline – “Trust, built locally.” The BBB’s brand refresh reflects not just a visual update, but a deeper commitment to staying aligned with today’s business and consumer realities. It serves as a reminder that even institutions built on a more than century-long tradition like BBB must evolve to remain meaningful. In this edition of Torchlight, you’ll read stories about how businesses and organizations in this region are adapting to a marketplace that has changed exponentially this decade. For businesses, adapting to change often begins with recognizing when it’s necessary. Market signals can come in many forms: declining sales, shifting demographics, increased competition, or even changes in how customers interact with products and services. In today’s digital-first world, consumer expectations are shaped by speed, transparency, and authenticity. Companies that fail to meet those expectations risk becoming irrelevant. Updating a brand, whether subtle or dramatic, is one of the most visible ways a business can signal transformation. A new logo or tagline can communicate a refreshed mission, expanded services, or a renewed focus on customer needs. However, a successful refresh goes beyond aesthetics. It must be rooted in genuine organizational change. This is where many businesses struggle. Change can be uncomfortable, especially for small and midsized enterprises that operate with limited resources. There may be concerns about losing loyal customers, confusing the market, or investing in changes that don’t pay off. Yet staying static carries its own risks. In a climate defined by innovation, standing still is often the fastest path to falling behind. Support systems can make all the difference during times of transition, and this is where the Better Business Bureau plays a critical role. For more than a century, the BBB has been a trusted partner for businesses committed to integrity and ethical practices. Our recent brand refresh reinforces our mission: To be the leader in advancing marketplace trust.
2 | TORCHLIGHT
As an Accredited Business, you already possess a trust signal for consumers. That new BBB logo signals to would-be customers that you have made a commitment to honesty, transparency, and accountability. During periods of change, this trust factor becomes even more crit- A bust housed in the Capitoline ical. When a business up- Museum in Rome, presumed to be that of Heraclitus. dates its brand, expands its services, or enters new markets, BBB Accreditation can help reassure loyal customers that its values remain consistent. BBB may have a new look, which includes a revamped website (BBB.org), but we remain steadfast in our vision of making sure that buyers and sellers can trust each other in the marketplace. We have streamlined our dispute resolution process, making sure consumers and businesses alike can quickly iron out any problems. Our Marketplace Solutions team is positioned to help. Our Business Development team stands ready to help businesses seeking Accreditation as well as those already Accredited take advantage of the many benefits. Meanwhile, our Regional Directors in Cape Girardeau, Columbia and Springfield, Mo., and Quincy, Il., continue to provide outreach to consumers and businesses. Adaptation is not optional, but is rather essential. Whether it is a local small business refreshing its brand or a long-established organization like BBB updating its identity, change is a necessary part of staying relevant. The challenge is to change thoughtfully, strategically, and with the customer at the center. As BBB’s brand and website updates illustrate, evolution does not mean abandoning your roots. Instead, it means finding new ways to express your values in a world that is constantly shifting. Change can be tough, but we can’t move forward without it.
Board of Directors Don Brown Don Brown Chevrolet, Inc. Tony Brune Second Mile Service Company Terri DeMent Nestlé Purina PetCare Company
Lauren Marks Graybar Mark McClanahan Mosby Building Arts Elizabeth Bowe Meade Essence Healthcare Brian Nagy DH Pace Company, Inc.
Tom Gershman Gershman Mortgage
Sean Nesbit Fence & Deck Depot
Seth Goldkamp Design Aire Heating & Cooling
Jason Quillman Window Depot USA of St. Louis
Barry Grant Gonzalez Companies, LLC
Brett Randoll McBride Homes
Dillan Henke RubinBrown Schron Jackson Schnuck Markets, Inc. Greg Kendall** Commerce Bank
Stefan Sigurdson Allen Roofing & Siding Bob Strate Callier & Thompson Kitchen Bath Appliance
Anjali Khosla Build-A-Bear World HQ
Mary Schwartz Westerhold Madison Communications Company
Sarah Kiefer Maritz
Launders Wince Ameren Missouri
John Legens Drury Hotels
Adriane Yates* Spire
Ted Liebig, Jr. TREND Manufacturing Co.
Michelle L. Corey**** Better Business Bureau
Tom Linhares Dodge Moving & Storage
* Chairman of the Board ** Immediate Past Chair *** President & CEO
Better Business Bureau, Greater Missouri & S. Illinois 211 N. Broadway, Ste. 2060 St. Louis, MO 63102 Phone: (314) 645-3300 Fax: (314) 645-2666 Hannah Kloppenburg, Editor Email: hkloppenburg@stlouisbbb.org Cover & accompanying article photos by Jill Gray / Higher Focus Photography
Michelle L. Corey President & CEO, CAE
Addtl. photos on pgs. 5-6 courtesy St. Louis Cardinals Photo on pg. 3: RoyFokker / Wikimedia Commons Historic photos on pgs. 4-5: Crawford Brian, Tom Yawkey / Openverse; Missouri State Archives / Wikimedia Commons
Torchlight (ISSN 1547-2043 USPS 053-540) is published quarterly by Better Business Bureau, 211 N. Broadway, Ste. 2060, St. Louis, MO 63102. Subscriptions are available to BBB Accredited Businesses only. Periodicals Postage Paid at St. Louis, MO. Postmaster please send change of address to: Torchlight, Better Business Bureau, 211 N. Broadway, Ste. 2060, St. Louis, MO 63102.
SUMMER 2026 | 3
Evolving a legacy
BBB spoke with the St. Louis Cardinals to learn how the time-honored MLB franchise has adapted to changing fan expectations over the decades – and how they’re taking the reins in the 2026 season.
A fresh start After an uncharacteristically tough run from 2023-2025, the St. Louis Cardinals intended for the 2026 season to be a fresh start. They kicked things off with a younger team (they’ve historically had success with players they develop themselves), a new President of Baseball Operations (Chaim Bloom), and a fresh approach to engage fans (both in and out of the stadium). There‘s still some baseball left to play, but the “rebuild” seems to have paid off. Anuk Karunaratne, President of Business Operations, has played a key role in many of the updates that have defined the 2026 season. Karunaratne has been with the St. Louis Cardinals since the 2024 season; prior to that, he held a similar role with the Toronto Blue Jays. He attributed the energy of the 2026 season not just to the changes that are being made in the short term, but to a spirit of innovation that has followed the franchise for nearly 150 years as it has adapted to an ever-shifting fanbase and industry.
Games used to look a bit different, but the tradition of sportsmanship and entertainment is the same. Left: Attendees of the 1946 Cardinals v. Yankees World Series included Red Sox owner Tom Yawkey and general manager Eddie Collins. Right: A game at the original Sportsman’s Park in 1947.
4 | TORCHLIGHT
A tradition of innovation The Cardinals began their journey in 1882 as the Brown Stockings, placing them among the longest-standing teams in baseball. They played at Sportsman’s Park located at Grand Blvd. and Dodier St. in St. Louis, Mo. “Everyone thinks of the Cardinals as a very tradition-rich organization and fanbase, and I think that’s true. But embedded within that is innovation, which has always been a part of our tradition,” Karunaratne said. Karunaratne explained that since the early days, the Cardinals have helped develop what we today consider to be baseball’s defining traditions (see timeline above).
He said that in today’s digital-forward world, the Cardinals aren’t just competing with the traditional entertainment industry, but also with at-home entertainment like social media and streaming video. “There’s many ways you can entertain yourself,” he concluded. “So we have to make sure that the experience here resonates with people in a way that creates a compelling reason for them to come.”
The shift in sports entertainment mirrors the growing trend of more personalized customer experiences in many industries. Inside the stadium, the Cardinals are addressing this with special events and pop-ups that appeal to different experiences (like Friday Night Live, with drink discounts and post-game concerts, and Kid Sundays, with kid-focused activities, Fredbird, and free “Kid Sundaes.”)
Rethinking the game day experience When it comes to game day, Karunaratne said the focus this year is on changes that create value or improve entertainment for fans. It’s part of a larger effort to accommodate fans of all stripes. “The shift we’ve made is recognizing that it’s no longer 43,000 red seats with the same experience everywhere,” Karunaratne said. “That is going to be what meets and exceeds people’s expectations.”
“For whatever reason, I think we’ve always been at the forefront. And that’s why I go back to the fact that we’ve had to innovate to stay relevant. We view that as being part of our DNA,” he said.
Rethinking the fan experience Throughout the past decade – and especially for the 2026 season – the game has continued to change, and so have fan expectations. “People value experience in a way that they didn’t think about thirty years ago in the context of a baseball game. Thirty years ago, you went to sit in a red seat and, you know, eat the same peanuts and drink the same beer and watch the same game. And the only difference was how far away from home plate you were. Today, the expectation is very different,” Karunaratne explained.
Affordable options include the $5 Value Menu and Coca-Cola Unlimited ticket.
The Where’d You Go? [to high school] pop-up bar plays off the age-old St. Louis question.
“Made in the Lou” features a rotating lineup of local restaurants like the Fattened Caf.
The Mississippi River Yacht Club pop-up bar offers craft cocktails and frozen drinks.
SUMMER 2026 | 5
The franchise is also giving fans more options outside the stadium, starting with ways to watch. They recently moved from FanDuel TV to Cardinals.TV, an MLB-produced model with a direct-to-consumer streaming app (in addition to all the traditional ways to watch).
“The identity of the brand, the tradition that it stands for, the legacy that it represents are all things people are emotionally connected to – both individually and across generations...At the same time, we have to really push to evolve how fans experience the brand.” - Anuk Karunaratne
Karunaratne said the franchise has been making televised games more unique for frequent viewers by introducing new camera views like “dirt cams” buried in the field, a wire camera down the third base line an “ump cam.” They’re incorporating more interviews with players and coaches, as well as in-game mics. “It’s allowed us to innovate in a way that we feel is providing a window into the game that people want to see. And it isn’t the same thing that we’ve done for 20 or 25 years,” Karunaratne said. He added that social media has also changed the way people experience the franchise. “We have a level of access in the clubhouse and with players that we didn’t have in the past,” he said. “All of that is focused on creating a connection with fans.”
A contagious energy Karunaratne attributes the 2026 refresh not just to operational changes, but also to this year’s team. “Not even just the record, but the energy and excitement they play with is contagious to some degree. There’s a level of excitement in the fan base that comes from that,” he explained. One example is the viral “tarps off” phenomenon that took place in May, when visiting players from the Steven F. Austin Baseball Club removed their shirts and waved them around like rally towels,
A day at the ballpark, then and now. Left: Fans enjoy a game at Busch Stadium II circa 1966. Right: Fans enjoy new concession offerings at Busch Stadium III during the 2026 season.
inspiring a fan movement. Karunaratne said the energy was tangible: “If you were in the ballpark, you felt it, down to our players, our coaching staff. That night, Oli [Marmol] said, ‘That was incredible, and I’ll do anything I can to keep that going.’” Management knew that for the movement to keep its fun, authentic energy, it needed to belong to the fans. They designated a section in the right field bleachers for “tarps off,” and invited the S.F. Austin team back to the stadium to throw out the first pitch to kick off a Pirates series. “We have a lot of passionate fans, and the way that people express their passion changes and evolves over time. And I think this is the most recent expression of that,” Karunaratne said. “It’s been really cool to see the trend become national. Maybe in ten years somebody will add this to the list of innovations that came out of St. Louis obsession.”
Staying true Managing a historic brand is a tenuous balance. It comes with years of memories, brand perception and emotions that can make change difficult. But Karunaratne feels that history is key to successfully navigating the balance. “It’s staying true to the emotional connection people have with the brand,” he said. “The identity of the brand, the tradition that it stands for, the legacy that it represents are all things people are emotionally connected to – both individually and across generations.” “At the same time, we have to really push to evolve how fans experience the brand,” he continued. “There’s a little bit of tension there potentially, but we don’t view those things as competing priorities. It’s a huge advantage to have a brand that’s as strong and as longstanding as this one.” The St. Louis Cardinals have been BBB Accredited for nearly 30 years – a smaller tradition in the scope of their 145-year history, but one that has still helped guide the direction of the franchise as it continues evolving. “BBB represents some of the values that are important when we think about the commitments we have to our partners or our fans or any of our stakeholders,” Karunaratne said.
Above: Fans enjoy classic ballpark fare from Coca-Cola Unlimited during the 2026 season.
6 | TORCHLIGHT
“We have a responsibility, being stewards of this historical franchise,” he concluded. “In the end, the Cardinals belong as much to this community as they do to an owner.” BBB
You’re invited!
Join BBB at one of four awards luncheons this fall to help us celebrate ethical businesses, charities and students in our communities. Scan for more information on tickets and sponsorship opportunities.
Cape Girardeau, Mo.
Columbia, Mo.
Springfield, Mo.
St. Louis, Mo.
BBB poll: Why consumers choose to shop local Your support as an Accredited Business allows us to conduct research to help businesses and consumers work better together. BBB recently pollled consumers on the factors that motivate them when they choose local businesses. Overall, consumers rated “supporting the local economy/community” as their top reason to shop local. Younger consumers (ages 18-35) were most enthusiastic about the personal connections, convenience, quality and value associated with shopping local. Scan the QR code for more local insights.
Discounts for your Accredited Business BBB is now partnering with SurveyMonkey (a BBB Accredited Business!) to offer an exclusive 20% discount on new subscriptions. Use the code BBB20S when you sign up for an annual plan.
Your BBB Accreditation also gets you discounts on Dell products, professional development courses, and more! To learn more, visit BBB.org/business-resources
SUMMER 2026 | 7
ACCREDITED BUSINESS
Q&A
BBB asked Accredited Businesses:
“Share a moment when you realized that your business needed to change to stay competitive. What did you do?”
Solid Ground Construction and Design
Drive Social Media Saint Louis, Mo.
“O
ne of the biggest shifts we’ve adapted to recently is the rise of AI-powered search and the way it is changing how people discover businesses online. We started hearing more clients ask not just, ‘Are we ranking on Google?’ but, ‘Are we showing up when AI tools summarize the best options?’ In response, we expanded our SEO and content strategy beyond traditional keywords to focus on structured content, entity clarity, authority signals, and making brands easier for both search engines and AI platforms to understand. That shift has allowed us to give clients a forward-looking roadmap for staying visible as buyer behavior changes, instead of simply reacting after the market has already moved.”
Stephen Nations, Senior VP of Strategy
Wentzville, Mo.
“A Seraphim Consulting Saint Peters, Mo.
“A
s the marketing industry became increasingly crowded, we noticed many small business owners had grown skeptical after being promised unrealistic results by other agencies. Although Seraphim Consulting performs all services in-house and has a proven track record, many prospective clients were understandably hesitant to invest in another marketing company. To address this challenge, we developed our 30-Day Risk-Free Trial, where we manage our clients’ Google, Yelp, and Microsoft advertising campaigns at no management cost, and they are only responsible for their advertising spend. This approach shifts nearly all of the risk to us, as our team works for free during the trial period, allowing business owners to see their actual return on investment before paying us a single dollar. By prioritizing transparency and accountability, we have been able to rebuild trust and help small businesses make informed marketing decisions with confidence.”
Nicholas Epps, President 8 | TORCHLIGHT
bout four to five years ago, Solid Ground Construction & Design decided to move away from using lumber in our deck builds and transition to alternative materials. We observed that today’s lumber was not lasting as long as it once did, and decks that used to hold up for 20 to 30 years sometimes showed major deterioration in closer to 8 years. To better serve our clients and build longer-lasting outdoor spaces, we adapted by using steel or aluminum framing, composite decking, and aluminum or glass railing systems. We prompted this change due to our commitment to quality, durability, and building it right the first time, even if that meant changing how decks had traditionally been built.”
Tara & Tommy Holstein, Company Creators
417 Rekey
Springfield, Mo. Michael Rodhouse, Founder and President
Heinz Furniture Carlinville, Il.
“4
17 Rekey has actually responded to two market changes. During the housing crisis, we did mostly foreclosure work. Our first adaptation came when the market stabilized, enabling us to serve more new home buyers. With the recent cooling in the housing market, we adapted again to do more property management and commercial work.”
“W
e offer a one stop shop for building materials for commercial or residential projects with lots of quality materials available. During COVID we saw the need for customers to do all the business they can in one spot to save time and money and to limit exposure to the virus. We expanded with a Kitchen and Bath Design center and added numerous cabinet, countertop and accessory brands as well as expanded our showroom to offer more products and services. We now have two full-time designers and have never looked back.”
Greg Whitler, Owner
Patriot Builds Kirkwood, Mo. Dan Head, Owner
“S
ince the pandemic, the demand for comfortable outdoor gatherings has intensified, prompting us to expand our specialized living space solutions. We now provide custom sunrooms with glass or screen enclosures, alongside versatile pergolas that offer protection from wind, bugs, and rain while ensuring privacy. To further extend seasonal usability, we have also integrated advanced heating and cooling options into our designs. We anticipate this trend will continue to grow as homeowners prioritize enjoying the changing seasons from the comfort of their own property.”
Resources and tips to help you grow your business Any business owner will tell you that it’s crucial to keep up with business news, industry trends and emerging technologies — but it’s also hard to juggle in between the day-to-day responsibilities of running your company. BBB has you covered! We have resources just for Accredited Businesses that make it easy for you and your staff to learn new skills, stay up-to-date and make your business the best it can be.
BBB Learning Hub
Weekly email newsletters
Accredited Businesses receive a special discount for BBB Learning, a professional development hub with courses and certificates curated for ethical businesses. Visit BBB.org/Learning and use the code BBBSTLOUIS25 at checkout to get your discount.
Scan the QR code to subscribe to News Your Business Can Use, a weekly download of industry trends, BBB scam alerts and tips for growing your business.
SUMMER 2026 | 9
BBB Founded BBB’s St. Louis, Mo. office is established.
1917
Trust, built locally A look into BBB’s refreshed brand
Marketplace Education
1930s - 40s
BBB educates the public through posters, pamphlets, newspapers and radio. Its logo features an eagle holding scales, traditionally a symbol of justice.
TV Broadcasts KSD-TV airs BBB St. Louis’ first on-air interview. Manager Harry Riehl brings visual props including nonblooming tulip bulbs and a bogus hair-growth product.
1950
Online trust in BBB at a glance:
1960s
BBB adds 12 new phone lines to keep up with consumer requests and debuts its original torch logo.
1980s - 90s
Torch Logo 2
2009
6.3M+ businesses tracked 2.4B monthly data requests 226M+ pages accessed in 2025 91/100 domain authority score
BBB is already one of the most trusted sources of business information online, and the changes we’re making now will ensure it stays that way as consumers change how they shop, research, and find businesses with AI.
The new look includes a new seal, but BBB Accreditation is still the same trust signal consumers have sought out for over a century. BBB
BBB undergoes its first major rebrand to meet the modern era.
What this means for your BBB Accredited Business
Regional Offices
10 | TORCHLIGHT
• • • •
The logo and tagline brings everything together – a modern look that stays true to its roots. It’s a promise to you that we’ll continue the work we’ve done for over a century to create a more ethical marketplace, and that to do so, we’re prepared to meet the ever-changing realities of the business world.
Internet Era
BBB evolves to better serve the area with offices and Regional Directors in Springfield, Columbia, Cape Girardeau and Quincy.
From its 1917 roots, BBB St. Louis has evolved it technology many times to meet the changing demands of the marketplace. Today, AI is changing the marketplace at a breakneck pace – and BBB is meeting the moment. Trust is more important than ever: AI tools present consumers with one answer compiled from multiple sources online (rather than serving up individual web pages like traditional search engines would). Industry research shows AI is likely to reference trusted, authoritative, longstanding sources like BBB.
Phones & Torch Logo 1
In 1984, BBB invests $165K in its first computer system. In 1994, it moves its marketplace resources to the Internet.
BBB’s history of innovation meets today’s changing marketplace
2010s
We’ll keep you updated as new materials become available for your business. If you’d like to download the new seal and use it, you can – but you’re not required to replace your current seal yet. Download the new seal by logging into your BBB account and selecting the box that says “New Accredited Business Seal.”
An updated Dynamic Seal for Accredited Businesses websites is currently in testing. We will keep you posted on the timeline. We’re always looking for ways to better serve you and your business and connect you with customers, and these updates are part of that. Please contact our office if you have any questions.
BBB Study: AI & Customer Service Customers express frustration with automated systems, report AI scams
2023 - 2026 reports
20K
Reviews mentioning AI, 90% of which indicated negative sentiment
100K
Complaints mentioning AI, with many in online retail, eCommerce and tech
7.2K
Scam reports mentioning AI
$6.6K
Median loss to scams involving AI in 2025
Businesses of all types are adopting customer-facing artificial intelligence systems, and customers are excited – but some are also frustrated. Complaints and reviews submitted to BBB revealed customers had difficulty navigating AI systems and felt ignored, left behind and frustrated when they were not able to connect with a human representative. AI-driven scams are also rising, making it harder for people to tell if they’re dealing with a real business or a fraudster. That doesn’t mean businesses should give up on AI customer service, though. Many told BBB that they had found success and happy customers with thoughtfully implemented AI systems.
How businesses can integrate AI successfully • • • • • • •
Consider the ways customers interact with newly introduced technology Offer opportunities to connect with a human representative after a certain amount of time Create a clear system to escalate higher level complaints Listen to feedback, especially on your company’s BBB Business profile Build on successes where customers are praising new technology Don’t be afraid to adjust if initial tech rollout isn’t working Let your customers feel heard, even if they are upset
Read the complete study, see a video PSA and more at BBB.org/ScamStudies
Your Better Business Bureau in the community Left: BBB Springfield Regional Director Pamela Hernandez speaks to the Kiwanis Club of Downtown Springfield in June. Center: BBB Springfield sponsored and presented at Rise with Rosie, a morning coffee event for women-owned businesses, in May. Center: BBB Columbia Regional Director Khesha Duncan takes marketplace education on the road in style. Left: Duncan with business students at Columbia Independent School following her ethics presentation in April.
Contact outreach@stlouisbbb.org to schedule a free presentation!
SUMMER 2026 | 11
Greater Missouri & S. Illinois 211 N. Broadway, Suite 2060 St. Louis, MO 63102
Search Engine Solution+
When customers search, help them find YOU.
BBB Search Engine Solution+ brings new customers to you by combining trust in BBB with the power of search engine marketing. We create ads that feature your logo alongside the recognized and trusted BBB Seal, driving customers to click through to your BBB Business Profile. SES+ also re-targets people who have shown interest in your business or industry before, bringing you engaged new customers!
You worked hard to earn your BBB Seal. Make sure it’s working as hard as it can for you.
SIGN UP TODAY! For more information, contact Dana Klassen dklassen@stlouisbbb.org