As you would expect from the head of a billion-dollar business, Ultimate Fighting Championship CEO Lorenzo Fertitta does not take the future of his Las Vegas-based company for granted, and each decision that impacts his promotion is carefully considered while utilizing vast amounts of data, market research and historical perspective.
Of course, every now and then choices boil down to little more than a gut decision, or at least a decision dictated by the gut.
"It was kind of funny, because we do a lot of analysis and we're running numbers and doing all kinds of different things, and we said, 'Sometimes you just have to go literally by gut feel.
"I'm a huge fan of Guy Fieri's show, Diners, Drive-Ins and Dives, and I had actually downloaded the app on my iPhone. I said, 'You know what we're going to do? I'm going to go on my app right now, and whichever city has more Guy Fieri locations, that's where we're going to do the fight.' That's literally how it came down." USATODAY