September 3, 2025
Opening Day: Why it Matters
As COO of Murray Road Agency, I spend a lot of time thinking about strategy, brand growth and what’s next in our industry. But sometimes, the most powerful reminders of why we do what we do come in the simplest of moments-like waking up my son on the morning of dove season opener.
It started before daylight when I woke up Griffith. I asked if he wanted to go hunting, and without a pause his answer came quickly—an enthusiastic “Yes!” He bounced out of bed, fueled by the kind of excitement only a five-year-old can carry before the sun even rises. As a mom, there’s something unforgettable about seeing your child’s eyes light up with that kind of anticipation.
That morning wasn’t just about birds flying across the horizon. It was about three generations together—my husband, Davis, his dad (whom the kids call Bapa) and Griffith—walking into the field with shotguns in hand, sharing stories and building memories. Griffith proudly took on the role of “bird dog,” running through the field to retrieve downed doves with a smile that stretched ear to ear. And as the morning unfolded, he looked at each of us – not only learning about safety and the rhythm of a hunt but also soaking in the lessons we were all there to teach patience, responsibility and respect for the outdoors.
As the hunt came to a close, another tradition unfolded—the camaraderie of gathering together afterward. Friends and family swapped stories about missed shots and good ones, replayed the highlights of the morning and laughed about the small moments that make Opening Day special. For Griffith, listening in on that circle of voices was just as important as the hunt itself—it showed him that this experience is as much about community as it is about the pursuit.
Why These Moments Matter
Hunting is about more than the pursuit—it’s about connection. Connection between generations. Connection between families. Connection to the land and the lifestyle that ties us together. That’s the kind of experience that reminds me why I’ve dedicated my career to this industry and why Murray Road exists.
At Murray Road, we don’t just market products—we tell stories. We help brands become part of traditions, moments and legacies that families carry forward. Because what resonates with people isn’t just gear or a campaign—it’s how those products fit into real lives and real memories, just like ours on Opening Day.
As a mother, watching Griffith’s dove hunt unfold was a personal joy. As a leader at Murray Road, it was also a professional reminder: our work has purpose because it celebrates and protects the outdoor traditions that shape us. When we connect people to those experiences—whether through a new product launch, an ambassador’s story or a family’s memory—we’re not just building brands. We’re strengthening a way of life that deserves to be passed down, one generation at a time.
