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Dave Peacock HelMinG THe aB-inBev Takeover To CHairinG THe ST. louiS SporTS CoMMiSSion

From helming anheuser-busch through the inbev takeover to serving as the chair of the st. louis sports commission, Dave Peacock shares the principles that guide him through life.

D

to his cabinet—and then marshaled their talents and experience to

Emancipator, immortalized in movies, the names of cities and landmarks, and emblazoned on currency.

city’s most legendary and iconic institution—through its takeover by leaders of the people.

Looking to the lessons Lincoln taught about character has been a

tions. answer men. Lincoln turned his rivals, experienced politicians he defeated in caught, not taught.

WORDS: Kim Gordon

•

P H O T O S : Ca r l o s We a v e r

A legenDArY leADer

1.

leaD like lincoln

2.

Don’t be a blocker ognize that there’s a lot folks can learn from Dave Peacock.

sessions, heading instead straight to Pestalozzi Street.

the level of excitement and activity that took place over the last decade high point.

Julie Macintosh in her bestselling book, Dethroning the King on a collision course.

Finally, in a move that seems almost inevitable in retrospect, InBev ing merger negotiations—assumed the highest role of any former of the merged company’s U.S. division, Peacock became the face of Bavaria

and fortitude in the midst of great struggle, unrest and uncertainty. shoes. When Lincoln formed his cabinet, he appointed members of

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“Fortitude is inside of everyone,” he explains. “It’s the foundation of character.”

something different. You have to put yourself in a position to lean uncertainty lies ahead, the more you learn to rely on your faith, the

3.

take a leaP oF Faith remembers his grandfather driving him through the Christmas lights

deal.

While many U.S. executives departed after the InBev takeover, the

up to his resignation in 2012, he helped manage cuts and smooth

4.

Do everything in MoDeration

a blackberry smoothie. The cheating is all in the name of research Louis University basketball star Scott Highmak—have entered into an exclusive franchise development agreement to open 15 Jamba Juice stores in Missouri and Kansas over the next nine years.

slated to open this summer.

Peacock plans on bringing his years of beverage retail sales pro motion, and corporate planning experience from leading the brand

moderation.

May/June 2013 •

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A legenDArY leADer “The Bible teaches self control as a virtue—if you abuse anything, strength. And his coach’s comments motivated him in the gym. For

5.

Put FaMily First

After reading an entry in his son’s journal about “the summer my Peacock asked his three young kids if they could remember the last

InBev takeover, and the constant traveling and late hours had caused

He’d encountered a fork in the road: If he’d kept burning the

the tough times: “we also boast in our sufferings, knowing that suffering produces endurance, and endurance produces character, and character produces hope.”

7.

be DoWn For your hoMetoWn

Dave Peacock’s passion for STL extends far beyond Cardinals Na tion. He is dedicated to the revival of St. Louis.

As chair of the St. Louis Sports Commission, he aims to leverage

kids the other day if they remembered the last time he wasn’t home for

produces national and international sporting events including—the U.S. Gymnastics Championships, U.S. Olympic Diving Trials, U.S. Figure Skating Championships, NCAA Men’s Ice Hockey Frozen

dinners. He also remembers him going all to his sports games. “Both

events.

memories.

broad economic activity.

6.

FortituDe builDs character

to serving as the chair of the St. Louis Sports Commission, he also and Rally St. Louis and others, in revitalization efforts across the city.

Peacock is particularly passionate about CityArchRiver 2015 and serves on the board of the organization. “When Eero Saarinen

Peacock learned at young age that adversity builds character. In

physical decline. you guys aren’t meant to play football.’ Then he put his arm around

ing and bicycle trails, children’s play areas and performance venues Avenue.

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Museum, revitalizing Union Station, Ballpark Village—all these proj ects should be completed by 2016 for the U.S. Olympic Gymnastic Gymnastics Trials generate millions of dollars in direct economic

8.

9.

character is caught, not taught

Dave Peacock believes there is a character crisis in the United States.

Lance Armstrong. Tiger Woods. Michael Vick. Stories about lack of character dominate sports headlines. “So much of the media certainly has a past. I’m a big history buff, and I read a lot of historical biographies, and people back then demonstrated more character than

be a Positive role MoDel For kiDs

Looking more recently, Peacock feels that the reason St. Louis

Character development is critical for young kids. The St. Louis

lished as a legacy of the U.S. Olympic Festival in 1994 to enrich the lives of area children. The agency’s focus on promoting and encourag organization.

“The Sports Commission seeks to make St. Louis a model com munity for good sportsmanship and create positive environments for kids to play sports so they remain active and lead healthier, happier

great character, Peacock explains. “I think a lot of people have great

Through several innovative programs, the organization reaches out to coaches, parents, fans and young athletes to reinforce values of annual event celebrates all that’s right in sports by honoring the great est moments and stories of sportsmanship from around the country.

Sports offers great character building lessons for kids. “Youth athlet

QUICKFIRE What Was your College major?

biggest Weakness? Lack of patience Sports

Illustrated.

PlaCe you Would most Want to travel?

Who is your role model: Jesus. Among us mere mortals, Abe Lincoln in a heartbeat.

hand.

Favorite a-b ProduCt:

Favorite Part oF st. louis?

Favorite band? I’m a big U2 fan and Springsteen. As a Charity involvement:

concerts.

United Way of Greater St. Louis, Saint Louis University, St. Louis Chapter of the American Red Cross, St. Patrick Center.

Favorite movie? Lincoln and The natural.

What adviCe Would you give yourselF 20

Who inFluenCed you groWing uP? My parents. My mom had multiple careers as a graphic designer,

years ago? Be patient. greatest strength? Empathy

him because he makes people feel good about themselves— I can see those traits in myself.

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