UGA Reporting I · Spring 2025

Consumer & Community
Beat Coverage

Primary source reporting on Athens small business, nonprofit strategy, entrepreneurial leadership, and local government — produced over 15 weeks for UGA's Grady College of Journalism under Professor Lori Johnston.

4 Original Stories
15 Week Reporting Cycle
14 Primary Sources

This portfolio was produced in UGA's Reporting I course, which required students to develop a beat — a focused area of recurring coverage — and produce multiple original pieces through source development, on-record interviews, and deadline-driven narrative writing.

My beat centered on consumer and community news: how organizations grow and sustain culture, how small businesses build competitive positioning, and how institutions navigate change. The semester's capstone — a feature on UGA's Entrepreneurship Program following the death of its founding director — was selected for the final Beat Pitch Competition in April 2025, where it was presented to a panel of faculty and professional journalists.

Skills Demonstrated

  • Primary source interviewing
  • Multi-source narrative synthesis
  • Stakeholder identification & outreach
  • Deadline-driven writing
  • Beat development & coverage planning
  • Published: Grady Newsource & Rouge Magazine
Stories in This Portfolio
01 Q&A · Small Business West Broad Nutrition Feb 23, 2025 02 Event Coverage · Nonprofit UGA Miracle Dance Marathon Mar 29, 2025 03 Feature · Entrepreneurship UGA Entrepreneurship Program Apr 21, 2025 04 Meeting Story · Local Government North High Shoals City Council Apr 28, 2025
Q&A · Small Business February 23, 2025

How West Broad Nutrition Built a Loyal Customer Base in a Competitive Market

A conversation with Michael Stampfel, owner of West Broad Nutrition, on location strategy, brand differentiation, and marketing to a diverse Athens consumer base.

Business Lens

West Broad Nutrition operates in a health and wellness retail segment where product offerings are largely commoditized. Stampfel's competitive strategy centers on consistent customer service and community positioning rather than product differentiation — a deliberately relationship-driven approach to building a sustainable local business. This Q&A examines how location selection, hiring philosophy, and social media use shape a small business's staying power across a mixed demographic.

Michael Stampfel is the owner of West Broad Nutrition, a health shop popular in Athens and the UGA community for its loaded teas and protein shakes. His store is located in West Broad Market — the same shopping center that holds Athens Health & Fitness, Creed Fitness, and Above Barre.

Why did you choose this area to create your storefront?

I knew Athens pretty well. I've been coming to Athens since I was young, going to football games, baseball games, stuff like that. The crazy part is, I've never been down in this shopping center until I started looking for locations, and I was like, "I have no clue where I'm at." I felt like it was a pretty centralized location. You can access downtown, Beechwood, Atlanta Highway, Epps Bridge, campus — you're pretty much in the center of wherever you need to go. So that's why I liked it.

Do you get mostly athletic people coming into West Broad?

Our demographic is a wide variety — people that work out around here, college students, elderly people. We got a whole spectrum of it. So a good mix of people, not specifically just people that go to the gym or college students. It's a good melting pot because of our central location. That's what I've kind of deciphered off of it — we're right in the heart of everything.

"Everyone that works here can pretty much talk to a wall. That's what we look for when hiring people."

Michael Stampfel, Owner — West Broad Nutrition

What do you believe sets you apart from other nutrition shops?

I would say our consistent customer service. We're very inviting, customer-focused, we talk to people, we build relationships — everything like that — and that's not forced. Everyone that works here can pretty much talk to a wall. That's what we look for when hiring people: someone that's outgoing, ambitious, likes to work, and likes to have fun and build those relationships, to talk to people. I think, when it comes to small businesses, that sets us apart for a lot of people.

How has West Broad changed in light of new competitor shops opening up?

You know, they're going to do what they do, and we're going to do what we do. I just know what we've built here is pretty sustainable — it's proven over the last three and a half years. It's one of those things where we haven't changed much. We just kind of focus on what we've got going on and what we've been doing. That's what's built our success. We just know we're the type of people that don't wish bad on other people. As long as the customer is happy, I'm good with it. I don't really focus on it much more after that.

How do you market West Broad, especially to UGA students?

We utilize social media a lot. It's one of those things where everyone has their phone in their hand from the age of 10 to 60, 70 years old — everyone has access to one of these now. As far as social media: Facebook, Instagram, TikTok. I'm not big into TikTok, but all the younger kids are; I'm pushing 30. But my fiancée runs most of that stuff. We used to just pass out flyers around sororities and campus when we were first getting started. It's all about word of mouth, too.

Comments trimmed for length and clarity.

Event Coverage · Nonprofit March 29, 2025

UGA Miracle Returns to Stegeman Coliseum to Celebrate 30 Years of Dance Marathon

After three decades of fundraising, UGA's largest student-run philanthropy restructures its signature event — scaling to a new venue, shortening its format, and broadening access across the full UGA community.

Business Lens

This piece covers a deliberate strategic pivot by a large student-run nonprofit: a venue expansion, a format change driven by data (donations fell off overnight in the prior 26-hour structure), and a push toward inclusivity and full-campus participation. The story maps multiple stakeholder groups — organizational leadership, a community business partner, and a former beneficiary now embedded in operations — showing how a volunteer-driven organization manages a major operational change while protecting its mission and fundraising goals.

This year, UGA Miracle will host its 30th annual signature fundraising event, Dance Marathon, on Saturday, March 29, at Stegeman Coliseum — the same venue where they held their very first Dance Marathon.

Dance Marathon organizers have restructured the 2025 event, shortening it to 13 hours, now running from 10:30 a.m. to midnight. The decision came after data showed donations decreased during the overnight hours of the previous 26-hour format — shortening the event was a move toward operational efficiency without sacrificing fundraising potential.

UGA Miracle's decision to move Dance Marathon to Stegeman Coliseum was inspired by similar large-scale events at peer institutions and a desire to amplify school spirit and visibility.

"A lot of other schools of our magnitude — for example, the University of Florida — do their Dance Marathon in their basketball arena," said Stella Mele, UGA Miracle's program director. "So it's just something that we were really interested in back in the summer and worked really hard to be able to pull off."

The move also aligns with this year's theme, centering Georgia pride. "Having it in a place that's so connected to our school spirit is another thing that we were really looking for," Mele said.

UGA Miracle has grown into UGA's largest student-run philanthropy since its founding, and Dance Marathon serves as its capstone event. In 2024, Dance Marathon raised over $1,075,281 to provide resources, treatment, and support for children at Children's Healthcare of Atlanta. This milestone year marks three decades of fundraising and a sustained relationship between the UGA community and the families it supports.

Lexi Buzzell, UGA Miracle's external director, is one of the many students working behind the scenes. "Getting close to the families is one of the best parts because every single one of our Miracle families has such an inspiring story," Buzzell said at a media availability about Dance Marathon.

"When I was sick, I had people that I didn't even know rooting for me. Seeing that other people were in my corner was just so special."

Mary Webb, UGA Student & Former Miracle Kid

One of those families includes Mary Webb, a UGA student who was once a Miracle kid herself. Webb was diagnosed with brain cancer during her freshman year of high school and received treatment at Children's Healthcare of Atlanta. Now she gives back by helping organize the event that once supported her.

"I think knowing that you have someone rooting for you — and trying to help other kids that are going through similar situations — is so special and so important to know," Webb said. "When I was sick, I had people that I didn't even know rooting for me. Seeing that other people were in my corner was just so special."

This year's event also reflects a broader organizational commitment to accessibility. Organizers eliminated the requirement for participants to stand throughout, recognizing that requirement as potentially exclusionary. Accessibility features include elevators for floor access, escorts for venue navigation, and ramps for wheelchair accessibility.

Miracle is also expanding its outreach beyond traditional Panhellenic and Interfraternity Council Greek partnerships to include the broader UGA population. "We are trying to incorporate a lot more inclusivity into our event," Mele said.

The event reaches into the Athens business community as well. Will Haver, owner of Taco Mama, said he believes in the importance of giving back locally. "(Miracle at) UGA's a group that we've supported that we feel is near and dear to our hearts," Haver said. "I think we've all known somebody in a children's hospital."

UGA Miracle expected over 1,500 participants for this year's event.

Feature · Entrepreneurship April 21, 2025

UGA's Entrepreneurship Program Moves Forward After Bob Pinckney's Death

The program that grew from 38 students to nearly 600 under one director's vision is navigating a major leadership transition — and the team he built is carrying it forward.

Business Lens

This is a story about organizational succession and founder dependency — one of the most common inflection points for growth-stage programs and companies. Pinckney grew the Entrepreneurship Certificate from a small cohort into a 600-student multidisciplinary program with a physical home (Studio 225), competitive pitch events, and a culture students describe almost entirely in terms of mentorship rather than coursework. The central question: does an institution outlast the individual who built it? This piece was selected for the semester's Beat Pitch Competition, presented to a faculty and professional panel in April 2025.

Bob Pinckney, the former director of the University of Georgia's Entrepreneurship Program, died in February at the age of 70. Now, students in the program he helped build are reflecting on his legacy and the impact he had on their experience.

Pinckney, a UGA alumnus who returned to Athens in 2015 to lead the certificate program, helped grow the initiative from fewer than 40 students to nearly 600. The certificate is open to all UGA students, regardless of major, and consists of 15 credit hours. Students take a mix of required courses — including Introduction to Entrepreneurship, Funding the Entrepreneurial Venture, and Managing the Entrepreneurial Venture — along with electives aligned with their major or business goals. This flexibility allowed students from every college across Georgia's campus to gain entrepreneurial experience.

"One of the strengths of the program is, being a certificate program, we can offer that to anyone," Pinckney said in a 2019 video produced by the Entrepreneurship Program. "Whereas if we were a major, it would have to be a specific college."

Though known for his background as a serial entrepreneur and Harvard MBA graduate, students say it was Pinckney's teaching style and personal investment that stood out most.

"He always just seemed so excited to be in class and excited to teach us about the case studies that we were doing or the businesses that we get to come into class," said Meg Hiley, a fourth-year marketing student. "He just always was so excited to see fresh minds starting to think of ways that can help in the world."

Hiley said Pinckney often began class with open-ended conversations or group games that encouraged students to engage beyond the coursework. "I believe that I learned the most through him," she said, "not necessarily course-wise, but also relationship-wise."

Students were informed shortly before the start of the spring semester that Pinckney would no longer be teaching. Some were reassigned to other professors days before classes began, including Georgia Riccobene, a fourth-year marketing major. "We all got the notice either a day or two before class was supposed to start," Riccobene said. "We all were under the impression that Bob was going to be our professor, and unfortunately, that obviously was not the case."

"He had his hands on everything, in terms of being a true visionary. He visioned the space that we're in right now. He visioned the courses and how the academic side worked."

Megan Henning, Program Coordinator — UGA Entrepreneurship Program

During his time at UGA, Pinckney expanded the certificate into a multidisciplinary program, incorporating events like the UGA Idea Accelerator — a twice-per-semester pitch competition open to students from across the country. Winners compete for a final award of $2,500 per session. Program coordinator Megan Henning said that Bob's name remains on the competition checks, signed before his death, as a way of honoring his impact.

"He had his hands on everything, in terms of being a true visionary," Henning said. "He visioned the space that we're in right now — Studio 225. He visioned the courses and how the academic side worked."

Cassidy Dye, the program's administrative associate and a close colleague of Pinckney's, said the team is focused on continuity. "Megan and I are already a really strong team of two, so we've just kind of kept it going in his honor," Dye said.

According to Henning, the program is currently led by the faculty and staff who worked most closely with Pinckney. While no official announcement has been made about a permanent new director, the team is committed to sustaining his legacy while adapting to the evolving needs of students.

Meeting Story · Local Government April 28, 2025

North High Shoals Council Approves Land Split, Prioritizes Playground Safety Improvements

A small-town city council meeting reveals how a single infrastructure investment — a renovated playground — reshapes traffic decisions, land use, and long-term neighborhood connectivity.

Business Lens

Local government reporting requires translating technical and procedural content — zoning ordinances, infrastructure proposals, land division approvals — into clear, accurate narrative for a general audience. That translation skill maps directly to consulting and client-facing communication work: taking complex policy, legal, or operational material and making it legible to stakeholders who didn't attend the meeting. This story covers the North High Shoals City Council meeting on April 28, 2025.

The North High Shoals City Council on April 28 highlighted the installation of six new speed bumps aimed at improving pedestrian safety near the town's renovated playground and approved a 16.74-acre land division on Elder Road.

Shannon Smith-SengStack, a resident at the meeting, praised the new playground. She called the park a place to connect with other families and build friendships, especially since she homeschools three of her five children.

"We wouldn't have met community if it hadn't been for that playground," she said. "It was very intentional. The whole town is really enjoying it."

Town clerk Sue Bishop also described the area as a community gathering point — part of why the town is working to address increased concerns about speeding in nearby residential streets.

Six new speed bumps are slated for installation in the coming weeks: two on Jefferson Road, one on Plantation Road, and three on Hillsboro Road. Mayor Stephen Goad said those locations were selected because cars and delivery trucks were speeding through the town as a cut-through from Macon Highway to Highway 78. Now that the town officially owns Hillsboro Road, improvements can be implemented more directly.

"We want to be able to have the control of traffic to make it slower," said council member Eric Wright.

"We wouldn't have met community if it hadn't been for that playground. It was very intentional."

Shannon Smith-SengStack, North High Shoals Resident

Limited driver visibility — caused by narrow roads and homes built close to the street — poses a challenge to pedestrian safety, particularly with the increase in foot traffic from the nearby playground. "They may not see the playground until they hit the speed bump," Smith-SengStack said.

Council members also discussed a potential nature trail that could connect the playground area to nearby neighborhoods. Resident John Bentley voiced his support for a trail crossing the rear of his property, which led into his earlier request to divide his 16.74-acre plot at 2310 Elder Road.

Bentley sought permission to split the land in hopes of building a new home suited to his family's accessibility needs as they age. The council approved the motion, specifying the land could be divided into no more than three parcels — each at least five acres — in accordance with zoning ordinances. Council members noted that Bentley agreed to include a clause in any sale contract ensuring trail access is preserved under new ownership.

Council members praised Bentley's agreement as a step toward long-term connectivity between neighborhoods and shared public spaces.

Additional Work

Also Published This Semester

Grady Newsource · April 7, 2025

Here's the Latest on Severe Thunderstorms in Georgia

A breaking news brief covering a significant storm system affecting northeast Georgia — including what it meant for UGA students, Athens-Clarke County flood risk, and how to interpret the difference between a flood watch and a flood warning. Published on Grady College's professional student news platform, Grady Newsource. UGA Transportation services were briefly suspended due to tornado warnings during the event.

Ann Macon Watkins, Sophia Bobo, Maura Potvin, Sarah Roper & Maddie Ballis Read on Grady Newsource →
Rouge Magazine · Spring/Summer 2025

Rouge Magazine SS25 — Pages 108–118

Campus culture writing and editorial features published in Rouge Magazine's Spring/Summer 2025 issue. Rouge is UGA's student-run lifestyle and culture publication covering fashion, campus life, and the broader Athens community. Writing spanned editorial and feature formats across a 10-page spread.

Ann Macon Watkins Read on Issuu →