LIONS EXECUTIVE VICE PRESIDENT AND GENERAL MANAGER BRAD HOLMES END OF SEASON PRESS CONFERENCE QUOTE SHEET
February 5, 2024
Opening Statement: “Good to see everybody. Obviously, start off by wanting to thank our ownership. Just to operate how we want to operate during the season, it starts with them. Just their support, the belief, the resources they provide. It’s not taken lightly, it’s not overlooked, so much appreciation. Want to thank our players, just everything that they have to put into it. Their sacrifices, what they have to do to get ready on a regular basis. I have the utmost respect and appreciation for what they do and I told them, I’ll tell you all, I’ll tell everybody, that’s a special group. Special group in that locker room and much appreciation for them. I thought (Lions Head Coach) Dan (Campbell) did a phenomenal job of preparing the team every week, week in and week out. I thought he did a phenomenal job navigating adversity when it did arise. I think from an identity standpoint, I do think that our opponents knew who they were getting ready to play when they were ready to face us each week. And I think the world of Dan. He’s a special leader, special coach and he’s those things because he’s a special human being. And just our whole coaching staff really, just the countless hours that they put into from a preparation standpoint, teaching of players, developing players, the gameplans every week. It’s a lot that goes into it, so much appreciation to them. This was the first season where after we kind of did a revamp of our medical and performance staff this year and I thought they did a phenomenal job. I couldn’t have asked more, we couldn’t have asked more for everything that they did. And our pro scouting department, they – the weekly advancement of our opponents, players being ready on deck whenever we needed them. I thought they did a phenomenal job. And really, our whole organization. I mean you could – it’s too many names, it’s too many people to name, too many departments to name. Our ops, wellness, video, equipment, dining, security, just everybody. Everybody knows what our culture is, and they all know that it's an all-hands-on-deck effort, it’s an all-hands-on-deck process. So, just much appreciation and thanks for everything that they put into it. Our fans – look, I don’t think there’s any debate that we have the best fan base in the world, hands down. I don’t care what anybody says, any sport. Look, we – they made Ford Field tough this year. They made it a tough environment to play. And even our road games, those road atmospheres, they made it – just all due respect to all of our opponents, but I’ll say this, we couldn’t have asked more from them for what they did for us in terms of their travel, the sacrifices that they made. We were able to accomplish a lot this year, division title, home playoff game, playoff win, all just in over 30 years to accomplish all of that. So, just really a credit to all the fans for everything that they did. They truly did their part, and so much appreciation there. Their support is not overlooked, so we want to thank them. And look, this is what I what to tell really our fans, is look, it’s only going to get better, OK? We’re only going to get better. I don’t want anybody to think that this was a one shot, Cinderella, magical journey that just happened. No, it’s real. This is exactly what was supposed to happen. And I understand that based on history from what’s happened in the past, I understand you have a season like this, it’s easy to feel like this was kind of a one shot, magical, lucky, cute story, which I’m tired of hearing. It was none of that. It’s easy to think that, but no. Every move that me and Dan make, it has been made to sustain what we are building. Every single move. And I will say every single move we make and every single move we do not make, is to sustain what we have been building. So, it’s real. Look, it’s all to normalize what we’re doing, alright? This is to normalize it. These are efforts to normalize it. It’s Dan, places Dan’s been, it was normalized. Places I’ve been, it’s normalized. That’s why we’re here, we’re bringing this to normalize what this is right now, especially put all the efforts in to normalizing this. But we love where we’re at. This was to be expected. It’s the standard. We love the window that we’re in. We just got finished with year three. We’re still building. We’ll stick to our plan. We’ll continue to put all of our effort in to improve each year, which we’ve done in my opinion, and we’re just stick to that. And look, I think we all know adversity, that will always come. Adversity will always come, it arose, but that’s why we’re built on grit because we’ll be ready for adversity because it’s going to come regardless. And that’s why we’re always preaching grit, grit, grit. That’s what we’re built on. And look, we had injuries. We had injuries to our defensive backs. (Lions DB C.J.) Gardner-Johnson had suffered a big injury. Credit to him, he did a lot to battle back to help us out in the postseason. (Lions CB Emmanuel) Moseley, Emmanuel Moseley, he worked his tail off to come back from really his first real major injury and got another one when he first stepped on the field. Bad luck, it happened. But that did open doors for others. I thought (Lions CB Kindle) Vildor did a nice job when he was called on to step up. (Lions S Ifeatu) Iffy Melifonwu, he had got his chance and he did a really nice job to step up. But just talking to the fans, I just want them to know that over the next few months, don’t get spooked this spring by speculation or negative talk or the entertainment newsfeed. Don’t get spooked by that to not think that we can’t build and sustain what we’ve been building. Don’t get spooked by that. And I totally get it. The next few months, it’s a lot of speculation and it’s a lot of opinions and people don’t know what’s going to happen, but I just hope that – but they know that every year we have not led them astray. Dan and myself, we’ve been very upfront and straight with everybody. And say look, again, every move is intentional. Every move that we make, again, every move we do not make, is intentional. And I’ll even go back to the past Drafts that we’ve had, every single pick, free agency, every signing, it is very intentional. So, I don’t want the fans’ joy to be derailed. They should be proud of their football team because the fans have earned it and the fans deserve it, but – and also, I want them to know that over the next few months, every move that we make, it’s to win in December. It’s not to win March, April and May, which it’s easy to do. You can – if that’s your aim, you can win headlines, you can win March, April and May. But know everything is intentional and it may not look – it may look strange, it may look like, ‘Well, why’d they do this? Why’d,’ – trust me. It is to win in December. And so that’s why we’ve made the moves that we have made. And look, the reality is this, look, everyone can’t play here. Everyone can’t play for the Detroit Lions and that’s just a reality. That’s just a standard that has been set but – and look, I’ll go back to the 2021 Draft. So, the ’21 Draft, each pick from that Draft was very intentional. And the reason why I go back to that Draft, couple reasons. For one, it was 2021. We just finished the 2023 season, so that’s when you’re supposed to grade a Draft. Not the day after a Draft. But when you look back at those picks and those picks were not welcome by many in this room. You wanted us to pick a quarterback. You didn’t want us to pick (Lions T) Penei Sewell. People didn’t want us to wait until the fourth round to draft a wide receiver. People didn’t want to wait on a (Lions LB) Derrick Barnes to develop, but every single move was intentional and was made with intention. But also, for reasons of what people might not say about or what people might say about not sustaining, look, they might say schedule, they might say, ‘Oh, we don’t have all the picks.’ Look, back in 2021, we did not have multiple ones. We did not have multiple twos. We did not have four picks in the first 100. Now, we did have that, and we used those wisely. You guys didn’t agree, but we used those picks wisely. But we didn’t have – we had one extra pick in 2021. We had a comp third, that was Iffy Melifonwu. I know you said that that was a miss, but that was the only extra pick, so what I’m saying is, that’s not required to sustain what we’ve built going forward. So, just want to make sure that the fans just know – look, we always said we’ll draft, develop, sign our own, build through the Draft, and we’re just living that right now. So, just want to make sure the fans stick with us. We’ve got you. The fans have done their part. Keep doing your part. We’ll keep doing our part. It’s much appreciated. Again, it may look strange at times, but just take the ‘marshmallow test’ with us and delay some of the headline entertainment in March, April and May and really enjoy it in December because that’s why we’re doing what we’re doing.”
On looking for players who fit the culture beyond talent level and what that process looks like: “Yeah, that’s a great question, like I tell that to our scouts. We have to get past just looking for the most talented player. In my opinion, that’s the prerequisite of evaluation. That’s the – who’s the fastest? Who’s the strongest? Who’s got the most height? That’s a very coherent thing to do. No, it’s how do you find the right intangibles in a football player? And that’s what’s made us who we are. And that’s what I was saying about that 2021 class. That was very intentional to find those guys that have the intangibles. It’s not that, ‘Oh, we waited until the fourth round to pick a wide receiver.’ No, we wanted (Lions WR Amon-Ra) St. Brown. He had the intangibles that we were looking for to set our foundation. And look, a lot of those guys, they’re eligible for extensions now, and a handful of them are. But again, it just goes back to what we build and being very intentional about our intangibles and what we’re looking for in Detroit Lions.”
On how his approach will change from previous years facing new challenges with later Draft picks and having to sign foundational players to contract extensions: “It’s really – it’s going to be the same exact process. It’s going to be the same exact plan. We’re going to be very strategic, very selective. We’re going to look for the same type of players. Again, it doesn’t need to be – I know I referenced when we’ve had multiple number ones and so now, we’re picking later back – actually, that’s exciting for me. That’s like, ‘Man’ – it's kind of back to I think ’21 Draft – the other reason why I loved that Draft is there was no Combine. You either had to know the film and pick the right players or not, and actually know the player and have the right intangibles, where I think back there, you’re picking football players. And we’re always picking football players, it’s just that when we pick football players high, you all have bashed us. But we’ll still continue to pick football players and the guys that are for us. So, really, it doesn’t change. Will it be different? Yes, it will be different. And maybe not be as many high-price external adds, but that’s not required right now. So, we’ll just still keep sticking to our plan and go as normal. I think it’s proven that it’s worked so far for us.”
On how having a number of current players eligible for extensions impacts what they can do in free agency: “Yeah, I mean look, it’s one pot. It’s one pot, so you’ve got to be very strategic of how those finances – that’s what makes the League as great as it is. But you’ve got to be very strategic of how that pot is divided up or divvied up. But we’ll be smart, and we’ll make the right moves. But yeah, it just changes the landscape a little bit in free agency. You’ve got to think back, our first free agency, we didn’t have any real resources to spend. We had to be very selective and try to find an (Lions LB) Alex Anzalone or a (Lions WR) Kalif Raymond and all those guys. And then last year, we had a little bit more resources and were able to get a (Lions CB) Cam Sutton and a (Lions DB) C.J. Gardner-Johnson. This year will be a little bit different, but we’ll be smart.”
On where the team needs to improve to take the next step of getting to the Super Bowl: “I mean we look to improve every single year. I don’t think it’s like one specific area. I think that’s when you kind of run into danger there is when you think you’re good at something and you don’t need to work on it anymore, so we’ll always be kind of sharpening our tools in every area. And I don’t think you can ever be perfect. There’s no such thing. So, we’ll just kind of continue to look to improve in every area and we will, and we’ve already started that process. But again, where we ended up, it’s expected. It’ll be expected heading into this year. Like the way you framed that question, Super Bowl. That was – look, that was a disappointment that we didn’t make it. And again, that wasn’t a, ‘Man, we got lucky.’ No, that’s what we expected and fell short, but still accomplished a lot. But we’ll improve in every area.”
On what he has seen from Lions QB Jared Goff this season and the level of belief he has in him for his future: “Yeah, well, I mean we meet with all of our players, rather a player that’s eligible for an extension or player that’s an upcoming free agent. That’s very paramount in our organization, is the communication standpoint. But in terms of Jared, look, I’ve always had belief in Jared. You guys have always heard me. I don’t think – I don’t know what more needs to be said from a leadership or performance standpoint, or what more he needs to do in that regard. But, in terms of the belief as always, I think I said this to you guys before is that he got drafted in ’16 and he didn’t – he wasn’t the full-time starter, but ’17 was his first year as a full-time starter and he made the playoffs. Got exited versus the Falcons that year, but the second year as a full-time starter, he went to a Super Bowl. And what I didn’t understand – I didn’t understand why his career was defined after he went to a Super Bowl a second year as a full-time starter. And so, then when he came to us, I always had belief. So, him doing what he did this past year or even the year before, it’s not a surprise to us. I just know how he’s wired. I know the talent he has, I know the leadership he has, I know his mental and physical toughness, I know what he’s made about and I think his peers, and definitely his teammates recognize the same things. So, just happy that what he’s done and just couldn’t be more proud of everything he’s achieved.”
On if he believes there was a talent level discrepancy between the offense and defense: “I don’t know about a discrepancy. I’ll say this, it’s not like – if players have achieved more offensively, it wasn’t intentional. It wasn’t, ‘Let me make sure that the guys we select on defense don’t achieve this of what the guys achieve on offense.’ But I kind of see it a little bit different. You may look at some names that may look a little bit more appealing, names that you all have clamored for, for us to acquire in the past. But I do think that our players on defense played well together, and they worked well together, and they were a resilient group and I think we have a lot of good starters and we have a lot of guys that have a lot of upside. We have a lot of young players on defense. And look, we play an aggressive style. We play an aggressive style. I think there’s no question on our identity. But I don’t really see there’s a big discrepancy of talent. It’s just – we’re just kind of working together. But it’s a total team effort. It’s – we don’t look at defense different than we look at offense. We don’t look at special teams different. We’re trying to build a team and I know everybody wants everything to be paired. You have a Pro Bowl pass rusher that double-digit sacks and 100 pressures. Everybody wants to pair the pass rusher with somebody. You have a D-tackle that was on his way before he got hurt to, potentially, a Pro Bowl season and sacks, you want to pair him with that guy. You have a promising young safety, you want to pair him with – everybody wants to – and trust me, that’s what we want too. We want the same thing. We want, not only the frontline depth of all 11 starters, but we want all the depth to be really, really quality and that’s what we strive to do. And sometimes when you strive to have really quality depth on defense, you might have to sacrifice some names, because like I tell you guys all the time, you can get excited about what the depth chart looks like in April, in May, in June, but I always think about what’s it going to look like in November. And so, there’s a balance when you want to add quality depth. And sometimes, you might have to add some guys that may not be as high-dollar players. But we have belief in our coaches, in terms of our development of our players and a lot of those guys got better, a lot of those guys got better. So, I’m not really concerned about it.”
On the balance between being loyal to players who they have brought along throughout the years and acquiring new talent in pursuit of success: “Yeah, that’s a fair question. Look, I think that comes down to the communication aspect I was speaking to prior. Look, we don’t believe in handouts. We’re a culture of accountability and a culture of earning it. And our communication with all of our players is there’s going to be competition. Even conversations that we had of guys that we want to come back, we tell them all the time, there’s going to be a competition. I think those guys understand that, so – and that’s what we do. The best person, it’s a meritocratic approach in terms of the best is going to be the best. The best is going to be number one, second-best is going to be number two and I think our players understand that and I think our players respect that me and (Lions Head Coach) Dan (Campbell) are always honest about that. So, yeah, I mean, we don’t undermine or overlook the contributions that they’ve put in the past. And yeah, there is a little bit of emotional attachment because we’ve seen how those guys have grinded over the years. But they’re well aware that we’re in the business of improving and upgrading and adding competition. And that’s what makes teams better, is better competition.”
On if he senses people are cautious in believing that this success is here to stay and questioning the authenticity of this year’s accomplishments: “No, I don’t say that. I just don’t want anybody to be worried about that because I do know that you go from not making the playoffs to being in the NFC Championship and I can see, again, like I said, based off history, I can see the human being and the naturalness of one could think that. But I just wanted to just reassure the fans that know what you saw this year is real. It wasn’t some magical thing.”
On the perception that the team is one year ahead of schedule: “I never – I’m glad you brought that up because I remember when we first got here, everybody was wondering kind of how long this was going to take, how long is this build going to be. And I remember I used the word ‘retool’ and I got killed because I probably should’ve used the word rebuild, but they were wondering how long the build is going to take. And I never wanted to put a timestamp on it or an anchor, a time anchor on it because I said, ‘Look, we’re just going to do our job, roll our sleeves up and work to improve every single day.’ And that’s what we did. So, I don’t – it’s hard for me to say, ‘Yeah, we are ahead of schedule.’ Because I don’t know what that original timestamp should’ve been in the first place. But I do know we love where we are at, and I believe we are at where exactly where we’re supposed to be.”
On if the NFC Championship loss motivates him and translates into how he works: “Yeah, it does. I’ll say it’s – it’s times even last year when it got really dark. We were 1-6. I was just like, ‘Man, just watch, just watch. We’re going to get better.’ And coming up short, yeah, it is fuel. And it is going to be another ‘just watch.’ Again, like I said, this wasn’t a Cinderella journey. We’re going to do what we have to do to make sure that we’re going to prove it and earn it. But yeah, it is fuel that I use for myself. And I’m a pretty self-motivated guy, I think I am. I don’t really need a lot of extra fuel. But when stuff like that happens, I think it’s very human to – it drives you to another level.”
On if his evaluation of the team changed between the end of the regular season and the end of the playoff run: “Yeah, that’s a fair question. Not really. I’ve always had a good sense. I say all the time, my job is to have a foot in the present and a foot in the future at all times. And that’s what I pride myself on doing. And so, regardless of how sunny or dark things are midpoint in the season, or late in the season, or in a playoff run, I’m always looking for, ‘This is what we need to do right now, but this is what we also have to do in the future.’ And that really doesn’t really change, really.”
On what hosting the 2024 NFL Draft means to the city of Detroit: “Yeah, I’m excited about having the Draft. I’ve always – one of the things, when we moved here, I was so – I was shocked downtown Detroit. I love downtown Detroit. I think downtown Detroit is ideal to host a Super Bowl if the weather permitted. I just think it’s an awesome downtown. It’s one of the betters that – it’s one of the better ones that I’ve been around and that’s why I love the fact that us hosting the Draft is going to give, hopefully not only Detroit, but the world a glimpse of kind of what our city is all about. And hopefully, us hosting the Draft means something because that’s what our team has been built upon really, is the Draft and through the Draft. And so, I think it’s going to mean a lot on a lot of different levels. But I’m just excited that our city’s going to get the recognition and the world is going to see – I just know that we’re picking later, so they’re going to be waiting to see if our pick and if we trade out of the first round and I’ll just send a memo. Don’t be as upset.”
On how important it is to continue to stack talent on the offensive line and if he is worried about Lions C Frank Ragnow potentially retiring: “Extremely important, extremely important. And look, Ragnow, it’s only one of them on the planet, in my opinion. But I have so much respect for him and for everything that he goes through and fights through that I’m just respectful of his time and his thoughts. And we’re not going to pressure him to do anything or make any moves. But the communication will be diligent. It’ll be thorough, it’ll be respectful. But just the – that’s what our team is. Is, I mean, our offensive line, us being able to protect the quarterback and run the football like we do, that’s extremely important. And so, that’s definitely going to be one that – that’ll be an area that will not be overlooked. As good as it has been in the past, just those points that you’ve raised, it’s definitely going to be a point of emphasis still.”
On how he feels to see the 2023 Draft class perform so well despite enduring public criticism for the team’s selections: “By everybody, or you included? Yeah, well look, I’m not up here to give ‘I told you so’s.’ I would say the ‘I told you so’ was when we selected the player is that we’ll always – as long as (Lions Head Coach) Dan (Campbell) and I are convicted in selecting these players, you sleep like a baby and we slept like a baby after we selected those players. And all the criticism that came and transpired the day after the Draft, or the week after the Draft, it’s always – you can’t be a prisoner of the moment. You can’t let that affect you. You just have to go through the post-Draft storm and kind of just weather through it. And just like I told you guys after the Draft, I said look, ‘OTAs will be here soon, people forget about the Draft. Training camp will be here soon, people forget about the Draft.’ So – but, I had – me and Dan had all the confidence in the world on those players. They did what we expected them to do. Those were – those players that we selected, those were our favorite players in the Draft. I know it was a big thing about tight end. Yeah, I mean, I think it’s been on record that (Lions TE) Sam LaPorta was our number one tight end. No, he was one of our favorite players the entire Draft. So, when you have that kind of conviction on players, you can sleep good. And look, like I said about – grade the 2021 Draft, grade that. The guys have developed. Guys may have had injuries early, come back. That’s reach of grading guys, not right after. And I told everybody, ‘Look, they may not understand. They may not feel great about it right now, right after the Draft.’ But they’ll – I told them that they’ll like it when football starts being played. And I want the fans to always know that when we have a Draft, we have free agency, we acquire players, we didn’t forget. We didn’t forget how to draft. We didn’t forget how to acquire players. We didn’t forget how to be strategic and selective in our process. We didn’t forget, but that’s not entertaining to write about that stuff, entertaining the criticism, ‘Oh, that’s a D, that’s an F. What are they doing?’ That’s entertaining, it’s clicks. And I don’t undermine that. I don’t undermine, whether it’s free agency, Draft, I don’t overlook. It’s the entertainment business. And I don’t overlook the entertainment of fans want to click on the stuff that’s newsworthy. So, saying that, ‘Man, the Detroit Lions, they were very intentional, very careful and selective with their picks.’ And that’s not going to get the clicks. But I’m very happy for what those guys did, and they did what we expected them to do. And even more excited as they enter year two because those guys will be better next year.”
On if receiving bad grades on his Draft selections fuels him and if he is enjoying being right after public criticism: “No, I just, look, my only thing is – no, I’ll say this, I’m big on accountability. And I think you all would expect me to be accountable when I’m up here when things don’t go right, you would expect me to be accountable. And I am. I feel I’m a very accountable person. I think when you heard so much negativity about our Draft and then when I said, ‘Look, wait until they start playing football. You’ll be appreciative.’ When they started playing football and people started giving them credit, the negativity kind of just – everybody forgot about it. Nobody – I give probably two people credit in this room that said, ‘You know what? I was wrong, I was wrong.’ And I appreciate that. And I respected that. But just the other about, you knew they were wrong and then they, ‘Oh man, these rookies are playing so well.’ Or you hear the, ‘Man, many people thought – many people gave them backlash.’ Or, ‘Oh man, there were some people that –.’ No, it wasn’t many, it was you. I’m really just like, no, you gave them backlash. And so, just having accountability, that’s all it is. But, again, like I said, I’m not here to ‘I told you so.’ Again, ‘I told you so’ was when we selected the players. You’ve just got to get through the post-Draft wave.”
On if he is surprised Lions Offensive Coordinator Ben Johnson and Lions Defensive Coordinator Aaron Glenn are returning next season and what continuity means for the team moving forward: “Yeah, I mean, it’s everything. Continuity is everything. And they’re great coaches. They’re great coaches. They’re very smart, they’re great leaders, they’re developers, they’re teachers. And they fit here. But fortunate, I’m glad that they’re back. I know we’re a better team with that continuity. But I have all the trust and faith in (Lions Head Coach) Dan (Campbell) as well. And the one thing I’ll say about those guys being back is I think it says a lot about our organization. And I think that’s a part that wasn’t really talked about as much was, yes, you’ve got two talented coordinators, jobs open up. They have to take those jobs, right? Well, they’ve got damn good jobs here, they do. I know all the stuff written about Ben and Ben, look, he’s – look, it’s a great culture here. We’ve got a great head coach, we’ve got great ownership, we’ve got a great offense, we’ve got great players on offense. It’s a great deal. So, and I’m not speaking for Ben. I don’t know his thoughts. That’s the other thing is you’ve got to just give people respect of the unknown. You don’t know what goes through their decisions and their decision-making process and all that, but very, very fortunate and I do think it speaks a lot for our organization.”
On how much easier free agency will be having Lions Offensive Coordinator Ben Johnson and Lions Defensive Coordinator Aaron Glenn return next year: “Yeah, it – yeah, it helps a little, obviously, with the continuity. You can say, ‘Hey look, what you saw on film this past year will be a similar system.’ And when new players are acquired to sit down with those guys. But again, it all starts with (Lions Head Coach) Dan (Campbell). So as long as Dan is here, then I feel really good about whoever we bring in from a free agency standpoint, but I can see how it can help a little bit.”
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