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Selling success to the masses
By JEFF HARRINGTON Revised February 20, 2001 © St. Petersburg Times, published February 15, 2001 TAMPA -- Motivational master Marshall Sylver warmed up his audience by eating fire. Then he drew a few more out of their seats by tossing money at them. To really move the masses, though, all he had to do was pose a simple question: "How many of you think it's possible to be a multimillionaire?" Most of the 9,000 people packing the University of South Florida Sun Dome shot up their hands in unison. Some jumped out of their seats. It was a prime example of the formula that Tampa-based motivational speaker and event organizer extraordinaire Peter Lowe has spent two decades honing. The lure of becoming successful -- which for many translates to making a ton of money -- keeps reeling in the audiences. Add humor and brief speeches by conservative celebrities, toss in a light-and-sound show and thousands will come back for more. The latest sampling was "Peter Lowe's SUCCESS 2001," an all-day event Wednesday at the Sun Dome. Thousands braved traffic jams and paid prices starting at $39 apiece to hear an unlikely assortment of celebrities that included former British Prime Minister Margaret Thatcher, former U.S. Secretary of Education and drug czar William Bennett, TV pitchman Ed McMahon and football coaches Bobby Bowden of Florida State University and Steve Spurrier of the University of Florida. For another $260 or so, seminargoers could join some of the celebrities at breakfast or lunch in slightly more exclusive groups of 200 to 550. Compared to past "success" shows, such as a 23,000-spectator event at what is now called Tropicana Field, this was not the largest Peter Lowe extravaganza. But it certainly hit all the themes Lowe is known for, including high-energy sales pitches and a religious undertone. McMahon, a Peter Lowe regular, sprinkled a 15-minute talk with memories of his favorite Tonight Show escapades. Bowden, introduced to the pounding beat of a pep rally, used gridiron tales to illustrate his message that people should follow their heart. "People who obey God are blessed," said the coach of the Seminoles. "People who disobey God are cursed." Offstage, Lowe spokesman Billy Barber scanned the crowd. "It seems like everybody is having a good time," he said. Through it all, Lowe was his usual blur of exuberance. Wearing a headset microphone, he darted back and forth, on stage to introduce speakers with fist pumping in the air then offstage behind a makeshift blue curtain where other celebrities were waiting. At 42, Lowe still exudes a boyish sense of joy, with a shock of red hair and a toothy grin. The Pakistan-born son of an Anglican missionary, Lowe began his career trying to spread a spiritual message and segued into event organizing after handling seminars for motivational guru Zig Ziglar (another Lowe regular at Wednesday's seminar). Making Tampa his headquarters, Lowe grew his organization into a haven for conservative speakers, particularly Republican heavyweights such as Elizabeth Dole and former Presidents Bush and Ford. Lowe International, which recently dropped its non-profit status, reported revenues of $27-million in 1999. Lowe representatives would not disclose how much was spent on speaker fees, though "Iron Lady" Thatcher alone has commanded up to $70,000 per appearance in the past. Like most of the big names, she was allotted 20 minutes. Along with Thatcher, Wednesday's main event was originally supposed to be an appearance by retired Gen. Colin Powell, another veteran of Lowe seminars. Powell dropped out after he was picked by President Bush to become secretary of state. One of Lowe's tenets: People currently in political office don't appear on programs, not that secretaries of state frequently appear at such events. Powell was replaced by Bennett. Not a bad name for a pinch-hitter, but it left some attendees less-than-pumped up. Peter Pinckney, a 16-year-old junior at Palm Harbor University High School, didn't find out that Powell wasn't coming as billed until he arrived at the Sun Dome. "It's been a pretty good seminar," said Pinckney, "but the main reason I came was for Colin Powell." Pinckney hoped to meet his hero and tell him about his interest in going to West Point. In the seminar's spirit of high aspirations, Pinckney even had imagined soliciting a letter of recommendation from Powell. "That ruins the whole thing -- a big name like that not showing," he lamented. - Contact Jeff Harrington at harrington@sptimes.com or (813) 226-3407.
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From the Times Business report
From the AP
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