good morning, did he know? new allegations that new jersey governor chris christie was aware of the george washington bridge lane closures when they happened. a former aid turning on his old friend, the governor, but christie's office says it's not the truth. this morning, the latest on the bridge le. >> his side of the story. amanda knox's italian ex-boyfriend speaks out less than 24 hours after an appeals court convicted them of murder again. >> i made the decision to face this situation and i will go on until the end. >> countdown to the super bowl with just over 24 hours to go. a look at everything from the incredible security effort here in new york to some ads that are literally out of this world.

today, saturday february 1st, 2014. >> announcer: from nbc news, this is "today" with lester holt and erica hill live from studio 1-a in rockefeller plaza. good morning, welcome to today on a saturday morning. i'm lester holt. >> and i'm erica hill along side jenna wolf and dylan dreyer. big weekend here. >> big weekend. we have the super bowl happening. >> groundhog day. >> that's tomorrow. >> keeping us busy. >> are you not going? are you going? >> i'll be watching. >> you'll be there. >> i'd rather watch it at home with the food and the commercials? >> is that because i said i'm going? >> no, sorry. >> she had no shot at tickets. >> or in other words. >> i couldn't go. >> exactly. >> we're going to talk more about that coming up. >> well, speaking of football,

could it's future be in trouble. more and more parents saying they don't want their kids to play the game at any age. that comes as super bowl great joe nammoth is speaking out about injuries that had lingering effects on his life. >> now they're on administrative leave after claims they refused to help a man that suffered a massive heart attack nearby their station. we'll talk to the man's daughter about exactly what happened. >> we're kicking off a series for this weekend called main street make over. we're highlighting a couple of small businesses having a tough time staying afloat and to help them hopefully get back on their feet, we're bringing in expert help. >> but we want to begin this morning with the top story and it's the claim from governor christie's former aid that the governor did know about the plan to shutdown the washington bridge when it happened. kelly o'donnell has been covering the story from the beginning. good morning. >> reporter: good morning, this was already going to be a very

big weekend for chris christie as his state hosts the super bowl game and all the festivities but now new potentially damaging questions bring the controversy back front and center about what christie knew about the bridge traffic scandal. amid controversy, chris christie hit the party scene friday night and posted this photo of himself off stage at a birthday bash for radio host howard stern but this former associate is dangling new allegations. port authority official who carried out the bridge classic lane closures last fall and took the 5th before new jersey lawmakers in january. >> i assert my right to remain silent. >> reporter: now exerts this claim. evidence exists as well tying mr. christie to having knowledge of the lane closures during the period when the lanes were closed contrary to what the governor stated publicly but the

lawyer does not describe the evidence or says he possesses it. governor christie maintains this position. >> i had no knowledge of this, the planning or the execution or anything about it and i first found out about it after it was over. >> christie's office released a statement saying mr. wildstein's lawyer confirm what is the governor said all along. he had no prior knowledge before it happened. it also goes with christie's personal credibility. he contests the accuracy of various statements that the governor made about him and he can prove the inaccuracy of some. wildstein's former employer, the port authority should pay his legal fees. >> he is making a bid for an immunity deal. he's saying i have a story to tell if you give me immunity from prosecution. >> christy's office also

released a list of quotes from the governor claiming he has been consistent about what he knew and when he knew it and one other figure in the whole bridge scandal who ran both of christie's campaigns told us through his lawyer that he intends to take the 5th and will not answer questions, lester. >> kelly o'donnell this morning. thanks. >> security is extra tight for two major sporting events, the super bowl here in the new york city area, tomorrow of course and the winter olympics in russia which are now less than a week away. richard engle is outside of sochi. but we begin with katie who is live at super bowl boulevard not too far from here in the heart of times square. good morning. it's strangely quite behind you right now. >> i'm right above super bowl boulevard. this is the only time you'll see times square relatively empty. in a few hours it will be packed in here. super bowl weekend is here and security is top of mind. there's two states more than 100

law enforcement agencies and millions of visitors and security for this entire week has been a massive undertaking. there's 2.5 miles of fencing around the stadium in new jersey. there's security cameras trained on every movement. patrols on the ground and in the air and in the water. and that's just the stadium. in new york the fbi and nypd have mobile command units across the city. over here on super bowl boulevard especially. inside there there's real time surveillance where they can spot unusual activity or suspicious packages as they happen. out here live, we juan to show you shg cool. they have pocket radiation detectors. there's thousands of these across the tri-state area right now so the local law enforcement agencies, if there's radiation anywhere, these will go off and they'll be able to detect them, thousands of them. they have them normally out here because it's such a high threat as it is but of course this is at their disposal now for the

super bowl which everyone is pretty happy about. >> it's good to have those and people are appreciative of the security measures. but what is the process going to be like at the stadium for them? >> like airport security which we all know is so much fun. they'll be going through metal detecto detectors, no backpacks or purses or banners. also no tailgating. of course there are a lot of people pretty upset about that. you can't walk into the stadium. you have to drive or take a shuttle. no drop offs either. >> katie, thanks. >> she said it so casually, radiation detectors. what world are we living in? >> it's crazy. >> let's get a check of the rest of the morning's top stories. jenna is here with that. good morning. >> an epic drought has 25 million people bracing for the

worst this morning. major water cut backs. officials say they will not be sending water from the state's reservoir system to local agencies. they were told to reduce water usage by 20%. >> so the pressure is on for president obama to decide whether or not to go ahead with the proposed keystone oil pipeline project. the state department released a report saying that pipeline would have minimal impact on the environment. that clears a major hurdle toward it's approval. it would carry 830,000 barrels of oil a day from canada to the u.s. gulf coast. the teen from texas that nearly died in a skydiving accident in oklahoma is back in her home state this morning. she'll be spending the next few weeks in a dallas ft. worth rehab facility recovering from a shattered pelvis and lacerated liver after falling 3500 feet saturday when her parachute

didn't open. >> residents are picking up their towed cars following a snowstorm that left some drivers stranded for 20 hours. on friday the atlanta mayor ordered a comprehensive review of what went wrong and is working on a protocol for future storms. he also responded to criticism that he seemed unapologetic. >> i want to make it clear to every single person impacted by this storm that i care deeply about you and i care deeply about what happened to you. >> finally this morning, something we care very deeply about here, babies. any time someone has a baby, it's a big deal. when you have six babies it's a really big deal. when you have six babies and you're a shark ray, it's a story, actually. remember we told you about sweet pea? she was pregnant. she said she could have up to six pups? she had six. three male, three female, all

weighing about two pounds and measuring between a foot and two feet long. aquarium officials are thrilled. they say sweet pea is the first known shark ray to breed in a controlled environment but interestingly enough that was news to sweet pea. she had no idea. >> no idea. >> and she took shutterfly picks. all the little pups like like sweet pea. >> all the cute little dimples. >> i wonder when she's going to get them a swtwitter account. >> we have a report on the security of the olympics but we'll see him in the next hour with more on that. >> looking forward to that and a check of the forecast as well. dylan is standing by with that for us. nice and warm in new york this morning. >> it was balmy. even close to 50 in the mid-atlantic. but we have snow toward chicago. january ended as one of the top three snowiest months on record. for detroit, it's one of the

snowiest months. the number one snowiest month since the early 19 hundreds. a lot of snow through the midwest. this is storm system number one. that's going to bring snow through chicago up until noontime and then the eastern great lakes and then a secondary low pressure system along the same front tomorrow. that's going to bring snow a little further to the south than the first one. we will see snow through parts of western kentucky and western tennessee as well. in the chicago area, especially to the south, we could end up with 6 to 9 inches. the second storm on sunday could we're seeing a cool start to the morning around the bay area, 30s and 40s outside, including 40 in san jose. close to 60 in san jose today, upper 50s near san francisco and our temperatures around the rest of our microclimate shaping up to upper 50s in los gatos and high clouds later today and the temperatures around the peninsula, upper 50s to near 60, north bay 60 degrees and the

forecast for tomorrow brings in a chance of some showers and we'll have a full view of this forecast coming up in just a few minutes. our latest and that is your latest forecast, lester. >> dylan, thanks very much. the cruise industry is trying to make a strong come back after hundreds of people got sick aboard two different ships this week. kerry sanders has more on the latest incident and why some people won't let it stop them from taking to the high seas. >> it's happened again, passengers sick on a cruise ship. >> we were confined to the room for three days and we din get to enjoy any of the meals or any of the shows. >> reporter: while the centers for disease control reports more than 170 passengers and crew fell ill on the caribbean princess the cruise line said it returned to port in houston a day early because we were informed that dense fog was expected to close the port for much of the weekend. the ship did not return early because of the increased incidence of norovirus on board. but passengers complained their

symptoms on this cruise sound remarkably similar to what close to 700 passengers and crew experienced on their royal caribbean explore rr of the sea cruise earlier this week. the cdc confirms that the illness on the royal caribbean cruise was a case of a fast spreading norovirus. the number one source of transmission of the norovirus is people touching each other. usually shaking hands. their advice, it may seem odd but the best thing to do when you meet somebody is bump elbows. >> on cruises you have significantly more people than normally you and i come in contact with on a bailey basis and you're exposed to them for a long period of time. >> in new jersey, that other ship, the explorer of the seas was came back to court easing the next passenger's fears. >> they're going to be people on board making sure that everything is good. >> despite the are you waters, business is booming with nearly 21 million people taking a

cruise last year alone. for today, kerry sanders, nbc. >> as millions of people get ready to watch the super bowl, what form erwining quarterback is speaking ou about the effect the game had on his body. he claims he has health problems from concussions suffered while playing the gamement his revelation comes as a new wall street journal poll finds a large number of parents would steer their kids away from playing football. we have more on that story now from kristen dahlgren. >> reporter: long retired super bowl mvp joe nammoth is adding his voice to those adding to the dangers of football. >> it had quited down tremendously and we were concerned a bit and so i have had some treatment and i feel great. >> he follows former backer's quarterback brett farve that

spoke to matt lauer later last year. >> we were talking about our young ones playing soccer. i don't remember them playing soccer. >> reporter: even president obama said if he had a son i would not let my son play pro football. now a new nbc news wall street journal poll finds many agree. 40% of americans say they would encourage their children to play a sport other than football because of concerns about concussions. when broken down further, the number is closer to 50% among wealthier americans and near 60% among the most highly educated. >> any time you play a sport, there's a risk of getting hurt. >> young players are learning the dangers firsthand. >> all the pads we're wearing, it's very safe. >> reporter: there are efforts to make the game safer. redesigned thicker helmets and taking a closer look at the players themselves. >> we require them to be matched by age and weight. they don't generate nearly as much force.

>> reporter: but this weekend when tens of millions will be watching football, it seems many are beginning to see the game differently. for today, kristen dahlgren, nbc muse, new york. >> today is the first day of black history month. an annual celebration of the many contributions african americans made to this country. >> and many of the leading figures in the black community graduated from washington d.c.'s dunbar high school. over the past few decades their sterling reputation has taken a hit and the current principal is determined to bring it back to what it was. >> friends, i mainly want to talk to you about the opening pool at dunbar high school. >> reporter: for generations, washington d.c.'s paul lawrence dunbar high school was a m magnent's black elite. >> so much was expected of you. >> reporter: founded as the first public high school for african americans it drew students from across the

country. among the alumni, dr. charles drew and jazz great billy taylor. >> there's a civil rights attorney. there is a chief judge. there is a congressman. there's an artist. >> right. >> that's a lot to live up to. >> reporter: principal steven jackson hopes every one of his more than 600 students will live up to the legacy of these alumni and help restore dunbar's reputation as an academic power house. >> things really changed at dunbar with desegregation. >> absolutely. >> was that good or bad for dunbar. >> unfortunately, it was not good for dunbar. it became a neighborhood school. when it became a neighborhood school they were not able to select students from different areas of the city. >> in 1950, 80% of dunbar graduates went on to college. by 2012 just 29% of its students were considered proficient in

reading. in the years to come, the school became a tough place to learn. described by students as dark and depressing. still the dunbar name meant something. the senior class president says dunbar put him on the right track. >> you have changed a lot since you started dunbar. you started with a 2.0. you now have a what 4.0? >> yes. >> he is also inspired by the school's alumni with dreams of a career in the nfl and an architecture degree. >> i have to get out and make a positive effect on society and build on the dunbar legacy. >> reporter: last fall dunbar opened the doors on its new $122 million facility. a space filled with light and hope for students past and present. >> it does my heart so much good to see such a beautiful building. >> makes people feel like they need a brand new attitude to come into the building. >> reporter: while a new facility can't immediately turn

the school around, it's message says dunbar alum colbert king can certainly start the process. >> you make a sizable investment and tell students how they're valued. >> reporter: this also reminds students of what they can be with plenty of alumni plaques left blank for students. he has offers from three schools an an incredible family supporting him along with the kmun. the alumni spend a lot of time at the school with the students. that has had an impact and many of the other students are determined to get their names on the plaques around the school. the man that came one the idea for what would become black history month, a noted historian and author and teacher was also a dunbar graduate.

>> incredible legacy. facebook is turning ten. how it changes the way we look at our friends. but first, this is "today" on nbc. ♪ [ female announcer ] wherever morning brings you, bring the energy you need. nature valley soft-baked oatmeal squares.

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facebook is turning 10, and in some ways, it's hard to believe that facebook is only 10 years old. >> started off, of course, as a small idea in a college dorm room that soon exploded in more ways, keeping a billion people in touch. joelle garguilo takes a look. >> reporter: in 2004, "friends" came to an end end -- >> this is even harder than i thought it would be. >> reporter: the red sox won the world series for the first time in 86 years. and a little social network then called the facebook was born. it was the brainchild of 19-year-old harvard sophomore mark zuckerberg, a way to check out who was who and who was hot on campus. he talked about it exclusively with savannah guthrie in an interview airing tuesday on "today." >> i was just really excited

that we were doing it at one school. and at the time, i thought, someone needs to build a service like this for the world. i always thought that was this incredibly important thing to have happen, but i just never thought that we would be the ones to help do it. >> reporter: well, ten years later, 1.2 billion people, yes, billion, use facebook. that's about a sixth of the world's population. it's hard to imagine a time when facebook didn't exist, when it was just a game kids played and friends were people you talked on the phone, met up with on weekends. >> this is really good. >> clean and simple. >> reporter: chronicles on film, engrained in our everyday lives. sure, facebook has made breaking up harder and cyber snooping easier, but it's also saved lives. within the first hour of posting this photo, three friends telling me go to the hospital, it could be kawasaki disease. >> reporter: changed lives. >> i was on facebook one day and came across a new t-shirt design coming out. $7 from the sale of each t-shirt goes to charity, a different

cause each week. >> reporter: and reunited families. as facebook hits the decade mark, its users are well past that in years, a chall global directory, where each person could say this is my digital footprint on the world. >> reporter: facebook now worth $150 billion. now, that's what friends are for. for "today," joelle garguilo, nbc news, new york. >> worked out for mark. >> yeah, $3 billion additional out of that. >> not too shabby. we asked you to weigh in, finish the sentence -- i use facebook for. we loved your responses. we have a few of them to share with you now. >> this one says "stalk exes and research co-workers. let's be honest here." >> i appreciate the honesty on that one. who doesn't use it for that? we also hear from barbara, who said she uses it to "keep contact with special people you have met along the journey of

life no matter where your journey takes you, sharing laughs and thoughts on just about everything." >> then quickly, another one -- "answer questions by the "today" show in hopes of having my response read on the air." >> there you go, denise. >> worked for you. >> you can see savannah's full interview with mark zuckerberg tuesday on "today." coming up -- >> more on super bowl commercials, i think.

good saturday morning to you, i'm rob mayeda, and kris sanchez should be in shortly. the drought situation across the state gets even worse. now the latest hit from the state water project of

california says there's not enough water in the system and as a result for the first time in its history not a single drop of water will be provided to farmers or residents this season. people in the south bay and east bay will receive the biggest impact. the trivalley receives 80% of its water each year from the state water project. one place up for sale in gilroy is creating some concern especially for its patients. the place now on the market is saint luis regional hospital. people in gilroy are worried if a for-profit company takes over it could shut down the hospital. also on the market o'connor hospital in san jose and seton medical center in daly city. the effort to legalize marijuana in california is heating up. the secretary of state gave legalization advocates permission yesterday to collect signatures needed to put the marijuana legalization initiative on the ballot. it would legalize adult recreational use and protect

existing medicinal marijuana areas. advocates say this initiative has widespread industry support. now for a look at the weather this morning, it is quite chilly outside if you've been outside already this morning. it's down to 30 degrees in santa rosa, 34 if livermore, there you see san jose at 38. 44 degrees right now in san francisco. today will be the dry half of your weekend forecast. notice there 5:30, things still looking pretty dry. but watch that area of low pressure offshore it does kind of an interesting slider move down the coast, through this time tomorrow morning more clouds and a chance of some rain coming in for sunday. you can see how the system more or less just heads down the central coast. the coastal areas will see the best chance of seeing rain out of this system as we go through the day sunday. but today pretty nice forecast for the microclimate view in the south bay. in san jose close to 60 degrees with high clouds later. peninsula temperatures upper 50s and close to 60 in redwood city

and the north bay looking pretty good. close to 60 and napa and santa rosa, 62 in oakland and 59 around danville and tri-valley, 60 in pleasanton. now a view of your sunday forecast looks a little different. we'll see upper 50s for highs with a chance of showers moving back in. coming up in just about 30 minutes. we'll have another local news update. right now here's the rest of the today show.

♪ we are back now on this saturday morning. it is the first day of february 2014. there is a little bit of a warm-up happening here in new york. i'm hoping wherever you are, you're feeling a little something like that, too. a great crowd out there. interesting broncos hat on that lady, enjoying the morning with us. we're going to go out and meet them in just a moment. coming up in this half hour, we're kicking off a new series, "main street makeovers." it's all about small businesses which in many ways are not just the backbone of the economy but are the lifeblood of their communities. yet, as we know, many of them are struggling just to keep their doors open at this point. so, we brought in an expert to help two businesses to see if maybe they could find a way to survive, and the tips, what's great about these tips and the solutions, they're things that can be applied across several

different industries. >> i like this idea. it will be fun to see how it turns out. then, do you know who's playing in the super bowl tomorrow? if not -- >> come on. we know who's playing. >> really? >> you're probably among the millions who watch the big game only for the commercials. there are plenty of folks who don't know what's playing. they want to see the commercials. >> really? >> coming up, a look at the ads that will definitely make you take notice tomorrow. and a little later, wait until you hear what one former tsa screening officer is saying about what actually went on behind the scenes at some of the country's airports. it may make you rethink that next trip through airport security just a little. but let's begin this half hour with an investigation in the nation's capital, a startling claim that firefighters did nothing to help a dying man. two firefighters have been placed on paid administrative leave as a result. kristen welker has more for us. >> my dad was a great guy. >> reporter: marie mills says washington failed her father, 77-year-old medrick mills, who worked for the city's parks department for more than 40 years. last saturday, they were heading to this computer store when he

collapsed. >> everybody had their phones out, and i said, stay with me, buddy. >> reporter: mills spotted a fire station just across the street and ran to ask for help, but that's when this story took a tragic turn. mills says instead of immediately offering assistance, the firefighter consulted a supervisor, and then told her he couldn't help unless she first called 911, which she had already done. >> and i said, are you going to just stand there and do nothing, are you going to let my dad die? >> reporter: witnesses say they also tried to get help from the fire station. >> everybody going over there asking him, can you come and help, and he did nothing. >> reporter: cyassistance didn' come for ten minutes. when someone flagged down an ambulance. but it was too late. mills was gone. >> everything i've seen about it is absolutely an absurdity. >> reporter: it seems like common sense, if you're a firefighter, someone asks you for help, you help them. what went wrong in this situation? >> i don't know, and that's what's very troubling about

this. this is something that would just be an automatic. it's a no-brainer. >> reporter: as d.c. investigates, national fire chiefs say their doors are always open. >> this is not the norm. fire stations are places that you can go for help in our communities. we have people there who are waiting to help you, and when you ask, we will come. >> reporter: but for this grieving daughter, that help didn't come when needed most. >> he did not deserve to go out like that in the city that he loved. >> reporter: for "today," kristen welker, nbc news, washington. time now for another check of the weather this morning. >> dylan is out on the plaza. dylan, good morning, again. >> good morning. actually really nice out here on the plaza right now. it's warm, huh? >> yeah! >> oh, yeah. >> so, we've got a lot going on with this poster here. who made the poster? >> me -- >> me. >> and her. >> everybody made it. it's for your grandpa's birthday in new jersey? >> yeah. >> well, happy birthday. >> happy birthday, pops! >> happy birthday, pop. hope you have a nice day, enjoying the weather.

we have a nice warm-up up and down the east coast, stretching into texas. we finally have a new weather pattern. this ridge in the jet stream is allowing temperatures to get to 10 to 15 degrees above average. it is still cold, though, through parts of the midwest, 16 degrees below average. so, for tomorrow, we will see some of the cold temperatures try to spread little further east. dallas is only looking for a high of about 36 degrees. that's 22 degrees below normal. and tomorrow, besides the super bowl, it is also groundhog day, and in punxsutawney, pennsylvania, it should be cloudy. he should not see his shadow, which means that spring should come early. i always mess it up every year. the forecast, i feel like he always sees his shadow and winter always lasts six weeks longer t feels more like winter outside this morning, 30s and 40s around the bay area. san jose now down to 38 chilly degrees this morning and as we go through the afternoon mostly sunny skies with high clouds coming in late today leading to bigger changes this time tomorrow morning. near 60 in san jose. 58 in san mateo, pacific heights

over towards south of market, upper 50s in san francisco, 60 in santa rosa, 59 in fremont. but sunday's forecast brings in those chance of showers. cooler temperatures there also. to finish off the weekend. and let's head west to our "top spot." we are heading out to our affiliate wgrz in buffalo, new york. it's the cheer for the cure in niagara falls, new york. cheer for the cure benefits the juvenile diabetes research fund. more than 70 cheerleading and dance teams will be cheering their hearts out all to raise money to cure, treat and prevent type 1 diabetes. so, an excellent, excellent event out in niagara falls. lester? >> all right, dylan. thanks very much. just ahead, they're the backbone of this country, small businesses, but can two that are in big trouble stay afloat? we'll try to help them survive, after this. ♪ create a world of wonder and enchantment.

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we're launching a two-day series, "main street makeover." 2 million small businesses across the country employ more than half of the working population. they are crucial to the overall economy, but many are struggling, due to the economic downturn as well as competition from online retailers and big box stores. so, can some of these small businesses be saved? >> we opened 18 months ago here in nashville, tennessee. >> we're the third generation to own and operate my family-owned

toy store here in indiana. >> reporter: two small businesses struggling to survive. >> we're probably two bad weeks from really starting to worry about having to close doors. >> if i lose this, sometimes i don't know what i'd do. >> reporter: and losing hope for the future. >> and i think we need to be -- >> reporter: one expert says he can turn them around, but not without some tough love. >> guys, this is a disaster! i mean -- >> how did these two businesses get to this point? >> because they're in panic. they are in survival modes right now. >> reporter: inside this main street landmark, john and sherry veach feel an intense loyalty to both their family's 75-year-old business and to the town of richmond, indiana. >> everyone thinks of downtown and the toy store. >> the other shops feed off of the folks that we pull in.

>> thank you for shopping. >> reporter: last year, the couple purchases veach's toy station from john's father. when you took over the store, how were things? how was business? >> we've been struggling for several years. we've had old ideas and we're trying to implement new ideas. >> when i saw this store for the first time, i thought, oh, my gosh! it's one big mess. i mean, in reality, this has to be for kids down here. you have to see from down here and then you have to create another world up there for the parents. >> why do you think this is a business that can be saved? >> they have great toys, they have great passion and they have great expertise. >> reporter: 350 miles south in nashville, the biscuit love food truck is running on fumes, but there's no denying this husband-and-wife team have their heart in the game. so, at this point, how much have you invested in biscuit love? >> about $80,000. >> there are weeks or potentially months where you're operating at a loss? >> yes. >> if it rains for a week,

nobody really is going to go out and come to a food truck. >> reporter: but the weather isn't the only problem for the husband and wife running this business. >> well, they claim they're selling love. they're not selling love, they're selling food stuffed into a can with no label on it on four wheels. the job is that you're going to transform the way you sell stuff. you are not selling food, you're selling an experience. >> how long, realistically, do you think these businesses will survive? >> biscuit truck, with a little bit of help from their friends, a couple of tears, three months, then they're dead. the toy store, probably half a year to eight months. >> i love this place. this is where i grew up. i don't want to fail. i don't want to let anyone down. >> martin lindstrom is an international branding expert and author of "buy-ology." nice to have you this morning. good morning. >> good morning. >> as we went through visiting these businesses and we looked at them, you said to us that while they're very different

they got here because they were both in panic mode, they were just operating in survival mode. are there some warning signs along the way that they both missed? >> absolutely. retailers need to listen to the alarm bells. the problem is, they don't know how they sound like. so, i have a rule of thumb, a general rule of thumb. if a customer is spending less than five minutes in the store, you can be pretty sure there's an issue. now, this is interesting. if you can make a customer spend one minute extra in the store, one additional minute, they will spend 1% extra in revenue. that means ten minutes extra in the store is equivalent of 10% extra in revenue per person. now, you should is not go into panic if people are not recommending your store. here's the best advice. what you do is you take ten of your customers, those who don't like you, those who love you. and you ask them, what do you think about my store? be prepared to listen and be prepared to lay it on. >> so be prepared for what they have to say. you also point out it's really important to establish an

emotional connection. you said biscuit love wasn't selling the love, it was just the food. how do you make that emotional connection with your customers? >> the best thing you can do is live your life as if you were a customer. put yourself in the shoes of them, and the way you do that is to engage the community. you see, communities are incredibly powerful, in particular if they feel partly responsibility for your store. so, go out and ask them, what do you think about this store, what should i change? now, here's a trick. change and then go back to them and tell them, hey, i've changed. do you like it? you see, what's happening is they not only feel you're listening to them, they also feel partly responsibility to come back to your store and support you. >> which is great. then hopefully, they tell their friends as well. what are some of the biggest mistakes that businesses make when they're trying to turn things around? >> biggest mistake is that retailers are probably the most reactive people on the planet earth. i'll tell you, if the cash register is not ringing in the night, they're going to change everything day two. so, the most important thing for retailers is, if they're

changing their strategy, is to stay on course for a long period of time and really give it a fair chance. this is where main streets usa is failing today. they're in panic mode right now. >> okay, so give it a chance to actually work before you try something else. martin, nice to see you this morning, and you'll be back tomorrow. >> i will. >> so, we'll look at the changes that you suggested for the businesses and whether or not they worked. >> yeah. >> no pressure at all. >> oh, no. >> looking forward to having you back tomorrow. up next on "today," the super bowl commercials you'll be talking about come monday morning with an early preview, after these messages. ♪

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some of the super bowl ads you'll see tomorrow night and with advertisers spending on average $4 million for a 30 second spot they're really hoping to grab your attention from the very start. matt miller is the president and ceo of the association of independent commercial producers. good to see you. >> good morning, lester. >> a lot of show downs off the field and on the air here with different companies with different styles. everybody has to figure out how to make the $4 million click. >> they're trying to grab your attention before and make you chat about it after. we have seen data, 70% of americans are aware of what ads are going to be running before the game. 45 -- 45% of all americans are going to look for the ads. >> it's the only time we actually seek out commercials. normally we're trying to fast forward past them. >> the cultural currency has become a phenomenon. >> let's talk about the cola

wars, coke, pepsi. we'll take a look and then discuss. >> don't mess this up against. ready, break. >> set, hut. ♪ so the first one was the coke ad. the little kid runs for the touchdown. that pulls at the heart strings. the pepsi ad is drumming up business for the halftime show, right? >> that's been what they have and true, right? it goes back right to mean joe green, slice of americana, feel good, and it sort of works very well -- >> a sweet little spot. >> -- to the american spirit and works at their brand. pepsi's going the other route this year. they usually advertise quite a bit in the super bowl. they're just doing the lead-in to the halftime. everything's been about halftime.

they're placing it all on red here. they're hoping that the halftime's going to be a great show. as we know, that's risky, because there have been some halftime shows that have fallen flat, had wardrobe malfunctions. there have been a lot of issues over the years. so, they're betting it all on sort of their music aspect -- >> also to speak to the demographics they're going after. >> right, and they've always tried to be younger and be musically oriented. so, they're placing it all on that. it's risky as a marketer. >> there's a little bit of a car showdown, too. we've got audi has these hybrid dogs versus jaguar, which i think is a newcomer to the super bowl. let's look at what these two have put together. >> dog at past regions, that's what i want to know. >> i'm sarah mclaughlin. will you help these -- >> more precise. >> we're always one step ahead. >> there's a certain style. >> here we should explain that that first commercial for audi,

it's a hybrid between a chihuahua and something else, and they're -- >> doberman. >> and they're making a point about combining things. it's a little creepy. >> it's a little creepy, but they are making the point that their a-3 is not sort of a takeoff on other cars. they actually made it from the ground up, and they're using humor. last year they used humor. remember the prom stop where the kid gets punched in the eye. a little bitty humor. jaguar, their first time in, has a cinematic aspect to it, using tom hooper, the famous director, using some big stars. that's the spectrum. we have nine cars advertising in the super bowl and they're all somewhere in between there using different techniques to get the attention. it is a huge day for auto manufacturers. i mean, this is a day where they can make or break. and they know it. and they know that this platform is huge for people who are going to start considering buying automobiles in the next year. >> it's always fun, and you're right, it's the only time we want to seek out commercials, but we'll be watching them tomorrow, i'm sure. matt miller, good having you

here. >> nice to be here. just ahead, we're not done with the super bowl ads quite yet. >> anybody need help? >> mighty nice of you, padre! >> sweet highlander. >> actor terry crews stops by to tell us what it was like to team up with the muppets in an ad. but first, this is "today" on nbc. ♪

♪ still to come on "today," can amanda knox be sent back to italy after being found guilty of a 2007 murder? we'll hear from her ex-boyfriend just one day after he was also found guilty. plus, thousands o treat more.

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weekend forecast that is hopefully perfect for everything you do. >> the outdoor plans look just fine. chilly outside, 30 in san jose and 37 as well in the north bay and 43 right now in san francisco. but we're going to start to see some changes right around this time tomorrow morning, but before then the afternoon's going to look pretty good today. 60s in san jose and upper 50s around the peninsula, san mateo near 58 degrees and upper 50s closer to san francisco. across the north bay, 60 in santa rosa. and there you see 59 degrees in fremont. pleasanton near 60 but the changes start to arrive overnight tonight. increasing clouds in your sunday forecast brings the temperatures down and a chance of showers especially along the coast as we head into sunday afternoon, chris. >> thank you, rob. from critical to dire with each passing day our drought situation across the state gets worse. the latest hit from the state water project of california which says there's just not enough water in the system, as a result for the first time in its history it will not provide a single drom of water to farmers or residents this season.

people in the south bay and the east bay will feel the biggest impact. the trivalley receives 80% of its water each year from the state water project. one place up for sale in gilroy is creating some concern this morning especially for its patients. the place now on the market is the saint luis regional hospital. people in gilroy say they are worried if a for-profit company takes over it could shut down the hospital if it doesn't make enough money. also on the market o'connor hospital in san jose and seton medical center in daly city. the effort to legalize marijuana in california is heating up. the secretary of state gave legislation advocates permission yesterday to collect signatures needed to put the marijuana legalization initiative on the ballot. it would legalize adult recreational use and protect existing medical marijuana dispensaries. voters rejected the idea in 2010. advocates say unlike prop 19 this initiative has widespread industry support. coming up this morning on

"today in the bay" it was a gold medal sendoff for a bay area olympian as two olympic legends wished good luck to figure skater paulina edmunds. we'll show you all the festivities and what those olympians had to say to her. that and the rest of the day's news coming up at 7:00. right now here's more of the today show.

good morning, it's saturday, february 1st, 2014. here's a look at today's top stories. did he know? explosive, new allegations that new jersey governor chris christie was aware of the george washington bridge shutdown when it happened. but the governor's office says that's simply not true. his side of the story. amanda knox's ex-boyfriend will fight until the very end, after they were both convicted again of the murder of amanda's roommate. we'll talk to him about what's next. countdown to the super bowl. a massive security effort to keep new york and new jersey safe this weekend for the tens of thousands turning out to the big game. and for those of us staying at home, all eyes will be on the splashy commercials with advertisers spending millions to air the ads that are often more popular than the game itself.

good morning, i'm lester holt. >> i'm erica hill alongside jenna wolfe and dylan dreyer. another huge security effort under way half a world away, in russia where the olympic winter games are five days away. richard engel has been there for weeks. we'll hear from him whether or not the country is ready to host the world. plus, a former tsa screener offers a revealing look at what he says is really going on at airport security line. if you're nervous about them seeing you through the scanner, you may have had good reason to be. but we do begin with the latest on the allegations from a former aide that governor chris christie did know about the bridge closures at the time they happened. kelly o'donnell live in washington, following this since the beginning. good morning. >> reporter: good morning. so, a key figure in the bridge traffic scandal that has rocked chris christie's administration is making intriguing, new claims that suggest the governor knew

more than he has led on. david wildstein resigned from the port authority, responsible for closing the traffic labors fall and he took fifth last month. now, wildstein's lawyer has written a letter to the port authority demanding it pay wildstein's legal fees. buried within the letter is this claim, quote, evidence exists as well tying mr. christie to having knowledge about the lane closure during the period when the lanes were closed. the letter does not say anything about the evidence or if wildstein even has that evidence. making it hard to evaluate what this all means. now christie's office responded saying the claim doesn't really change anything. quote, mr. wildstein's lawyer confirmed what the governor has said all along, he had absolutely no prior knowledge of the lane closures before they happened. so christie denies knowing there was anything deliberate, a plot of some kind, to close the lane for political purpose. and he found out about that

aspect in news reports. so we don't know yet what this all means, but it is an interesting, new detail. air ray ka? >> kelly, thank you. governor christie spending his weekend promoting super bowl xlviii and while he's doing that thousands of law enforcement officials are out in force protecting the city and metlife stadium on the eve of the big game. katy tur is live along super bowl boulevard, as it's known, in times square with more on what you will notice and what you won't. katy, good morning. >> reporter: hey, lester. quite a bit you won't notice, and some of that is the most sophisticated stuff, including things like this. it's a pocket radiation detector. new jersey, new york officials and the fbi have thousands of them across the tri-state area, just one of the many tools they have at their disposal. super bowl weekend is here, and security is taking center stage. helicopters circling the air space, cops monitoring the ground and boats patrolling the

mar marshland, all this in place to stop something before it can happen. >> so, we will be using all night vision capabilities, infrared capabilities, both in the water, in the air and on the ground. >> reporter: and that is just metlife stadium in new jersey. across the river in new york in times square, redubbed super bowl boulevard, the fbi is just one of the many agencies with mobile command units scattered across the city. after all, this is an area that knows a thing or two about big events. >> we had new year's eve recently, we had the marathon, we had the u.s. tennis open, all large events. this is a challenge in that it's a long event over a long period of time, it's a very porous area, but more importantly, we have 37 other distinct events, so it's not just super bowl boulevard. >> reporter: on friday, the systems were tested as police in new jersey and new york investigated suspicious letters containing a white powder sent to seven different locations, including area hotels. but early tests showed the substances were not hazardous and the fbi says concerns are

low. meanwhile, at the nypd's headquarters, surveillance with the intelligence that can detect unusual behavior and spot suspicious packages in realtime. two states and more than 100 different agencies, all working together to make sure the focus stays on the games. and if you are going to the game, it will be like airport-style security. you'll be going through metal detectors, pat-downs. can't bring in backpacks, purses or banners. all you'll be able to do is bring a clear plastic bag. also, guys, most disappointingly, no tailgating. lester? >> wow! that's kind of a tradition. >> that is a bummer. >> yeah. all right, katy tur, thanks very much. turning now to russia, where this time next saturday, the olympic winter games will be well under way. russia has spent billions to make sure the games are safe and secure for all the athletes and the visitors, but there are fears of an attack somewhere in russia, and those fears are high. richard engel is in the mountains outside of sochi this

morning. richard, good morning. nice to see you. we know you've been there for weeks now. give us a sense, how have you seen the security situation change since you first arrived? >> reporter: well, there's two layers of security here. one, there is the obvious security, the people that you see on the ground, and there are a lot of them, about 40,000 protecting the inner cordon all around the sochi, and then another 30,000 troops who are protecting the larger ring of steel. so, 70,000 personnel in all. then there is artillery in the mountains where we are right now. there is drones in the sky and all of the normal security checks you might expect, the mags and bags, the bomb dogs. but aside from that, there is also an invisible layer of security that most people here will never see, and that is the ongoing counterterrorism operations that are in the north caucasus, which are not very far from where we are right now.

we are now in the mountain cluster. and to understand the security, you also have to understand a little bit of the layout of these games. they are spread out in two main areas. one, the coastal cluster down by the black sea. that's where the skating venues are, the hockey stadium. then, 30 miles away, a winding road up into the mountains, there is also a train that leads between the two venues, we arrive in the mountain cluster, where we are right now, and this is where the skiing and the sledding will take place. this area is much more difficult to secure because it's naturally spread out over the hills and valley, but we were on some of the slopes today and we did see security personnel using their binoculars, looking for fresh tracks in the snow. while all this is going on, american athletes and athletes from around the world have begun to arrive. we've been speaking to some of them as they come in through the airport. they are in good spirits. they've been tweeting out some photographs. apparently, they are satisfied with their accommodations. some people have been saying they are getting ready for the

games. so, while all of these procedures are going on, it seems that the athletes, at least so far, have been able to be immune to it. >> all right, well, hopefully, they will be able to keep it that way and keep that enthusiasm up. richard engel, nice to see you this morning. thank you. the transportation security administration is fighting back this morning, responding to a former screening officer who is spilling secrets about what he says really went on at airports in this country. tom costello has more. >> reporter: if you've ever wondered what really goes on behind the badge at the tsa checkpoint, a former tsa officer says it's not always professional, sometimes downright disrespectful of the traveling public. in an article for a political magazine titled "dear america, i saw you naked, and yes, we were laughing," jason edward harrington writes, "the only thing more absurd than how poorly the full-body scanners performed was the incredible amount of time the machines wasted for everyone." at the time, tsa officers

remotely viewed the full-body images in a separate room. according to harrington, "many of the images we gawked at were of overweight people, their every fold and dimple on full, awful display. piercings of every kind were visible." but the tsa points out, all of those scanners were replaced more than a year ago, the screening rooms disabled. the new scanners use radio waves and portray bodies as more of a cartoon figure using targeting software that can identify a potential weapon. >> there is a new tsa in town that is doing things 180 degrees differently than what he is alleging was done. >> reporter: harrington declined to talk to nbc news. he worked for the tsa from 2007 until last spring and writes of code names officers had for attractive women, depending on their apparel. code red or yellow alert, retaliatory wait times for members of the public who officers didn't like. and the general feeling among officers that their jobs represented "an abuse of public trust and funds."

but the chief insists the tsa has changed. >> tsa will not tolerate the unprofessional conduct of officers, if proven, if an officer is engaging in unprofessional behavior, then we take appropriate administrative action leading up to, including dismissal. >> reporter: this is not the kind of press the tsa is looking for. it's worked hard over the years to overhaul its image, adding express lanes, limiting pat-downs, and it insists it's evolved and matured over its very short lifetime. for "today," tom costello, nbc news at reagan national airport. turning now to the latest for american amanda knox and her italian ex-boyfriend, raffaele sollecito. they were reconvicted on thursday of killing amanda's roommate, and now they are both vowing to fight that new verdict and fight it all the way. chatman bell is live in florence with more for us this morning. chatman, good morning. >> reporter: good morning, erica. well, this morning, amanda knox and her former italian boyfriend, raffaele sollecito,

are free, but they're facing the real possibility of going back to italian prison for decades. [ speaking italian ] >> reporter: thursday, a florence appeals court convicted amanda knox and her former italian boyfriend raffaele sollecito, of the murder and sexual assault of her british roommate, meredith kercher, while studying in perugia, italy. the two were previously acquitted of the crimes on appeal in 2011 after serving four years behind bars and being convicted in their first trial. both remained free until italy's supreme court confirms the verdict or sends the case back to appeal. knox told abc she won't give up without a fight. >> my first reaction was, no, this is wrong, and i'm going to do everything i can to prove that it is. >> reporter: and in an interview with nbc, sollecito tried to keep a brave face. >> i want to, because i cannot

imagine that all we showed, all we demonstrated that i have nothing to do with this murder. >> reporter: on friday, sollecito was picked up by italian police near the borders of austria and slovenia and was forced to surrender his passport. while sollecito was in court for most of the new trial and remains in italy, knox has stayed in the u.s. since being freed. the british press has been critical of her decision. the victim's family say if the conviction stands, they want her extradited back to italy. >> the verdict has been upheld. >> reporter: a subject that has already reached the white house. >> this is a matter, as i understand it from my reading of the press, that's still in a legal proceeding. >> reporter: even with a conviction, after almost seven years since the murder, this legal drama is still not over. the judge has 90 days from the day of his verdict to write his motivation to how he came to this verdict.

after that and only after that is done, knox and her co-accused could appeal to the supreme court. if it is confirmed that they are convicted murderers, then after that could follow an extradition request for knox. erica? >> all right, chapman bell for us this morning. chapman, thank you. jenna is h general nah a united airlines flight was forced to make emergency landing at new jersey's newark liberty international airport after reports of a smoke smell in the cabin. a spokesman says the flight with 200 passengers on board took off from washington's dulles airport and headed to frankfurt, germany, when it was forced to make the emergency landing in new jersey. there were no reports of injuries. some 25 million california residents are bracing for major water cutbacks this morning. that because of a severe drought. officials say they will not be sending water from the state's reservoir system to local agencies come spring, and this

is after residents were already told to reduce water usage by at least 20%. an update now on a story we told you about on friday, about dozens of children at a utah elementary school who had their lunch trays pulled from their hands this week. the school's cafeteria manager and her supervisor have now been put on paid leave. school officials said the lunches were taken from the kids because they had negative balances in their lunch accounts. you may remember this youtube video we showed you back in october. it's of a boy -- it's of a boy scout leader knocking over the prehistoric rock formation in utah, and then declaring victory. well, that man has now been charged with criminal mischief, and the boy scout leader who recorded the act has been charged with aiding in criminal mischief. if convicted, they could face up to five years in prison. so maybe don't do that next time. and finally, you remember felix baumgartner's

gut-wrenching jump from 128,000 feet above the earth? you don't? he jumped from 128,000 feet above the earth! you haven't seen it from this point of view. check this out. for its super bowl ad, the portable camera company, gopro, has decided to show ways baumgartner's space jump the way he saw it. the video is incredible. you see him hurtling at about 845 miles an hour, spinning out of control. he does land safely, so obviously, it was easy. i kid. it wasn't. it looked incredible. don't ever do that at home. >> yeah, definitely don't try that at home. >> no. >> jenna, thanks. dylan is outside on the plaza with a final check of the weather on this saturday morning. hello. >> hello, good morning, guys. we got the coffee guy here. is it coffee or beer? >> starbucks coffee. >> okay. just making surement maybe later today that might change. we are going to see temperatures today on the warmer side up and down the east coast. we've got ice and snow all back across parts of illinois into

southern indiana. we are going to see that first storm system quickly exit northern new england today, and then a second one develops, bringing snow and ice a little further to the south that time around. we could see ice from parts of southern arkansas, tennessee, kentucky. we're so concerned about the weather for the super bowl weather in new york and new jersey, but temperature around 42 degrees. clear skies. chilly temperatures, though, san jose 38 degrees, 40 around oakland and 43 in san jose. for the afternoon today, mostly sunny. a few high clouds coming in. latter on 50 in san mateo and around san francisco we should see highs in the upper 50s and near 60 in santa rosa and fremont 59 degrees. more clouds, though, coming in tonight. this is going to lead to a change in the weather for tomorrow. we'll see highs in the 50s. chance of showers greatest right along the coast. >> and that is your latest

forecast. still to come cruising with the muppets in one of this weekend's must-see super bowl commercials. the former nfl'erry cruz. right after these messages. ♪ ♪ new hershey's spreads. bring the delicious taste of hershey's chocolate to anything - everything. with new hershey's spreads, the possibilities are delicious.

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>>. ♪ we're back with the star of one more super bowl commercial that will put a smile on your face. former pro football player terry cruise car jacked by the muppets in the new highlander commercial. >> if you get car jacked by anybody, it should be the muppets, right? a fun shoot. good morning. >> good morning. good morning. the best thing ever. >> so we want to show more of that. >> okay. >> tell us why it was best thing ever. first a look at the commercial ♪ got a grand pea an noe and an organ, too ♪ ♪ women playing bingo in the gym we can show them a thing ♪

♪ or two that's too much space to consume we ain't got boring ♪ ♪ boring ain't we got no room >> doing all right? >> singing vegetables! >> love it. >> best shoot ever. you're a huge muppets fan? the biggest muppet fan of all time. i first saw ker met i went back to 5 years old, eating cream of wheat, watching sesame street. a gram codream come true. >> there was a teaser clip in which it featured one of the skills, peck popping thing. >> the peck pop. this is what we do. >> you can do it. >> suit, suit. >> tease people. >> i can show you how to do it. all you have to do -- wait. >> wait. we have guys. >> come here. i'll show you peck pop. take your hands and press them

together real quick and feel the peck. you can see, popping, starting to pop. it's like popcorn. once you do it, witness you start, you can not stop. i've been doing this for like 20 years. i can't stop doing it. >> look at the pop! we've got it. we've got one right there. we've got one here! there's a little pop right there. let me tell you something, we've got the whole peck pop crew. ladies be careful. guys will look down if you try this. don't -- >> brooklyn 99, thanks for being here. >> thank you. >> you learned a new skill? >> we did. >> good luck with that. >> it's all good. >> i had muppets doing it. i had muppets doing. >> i'm doing it unmy coat now. we'll be right back. first this is "today" on nbc.

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this saturday morning, lester is doing his peck popping. tomorrow he will have it down. >> i don't know about my pecks. >> we'll also check in with our small businesses to see if they can turn things around. >> i'll see you tomorro [ laughter ] you ready for some bread? yep. ♪ i want two. okay, two for you. ♪ ♪ ♪ ew! ew! [ female announcer ] come together this valentine's day with a hallmark card. so i deserve a small business credit card with amazing rewards. with the spark cash card from capital one,

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good morning, i'm kris sanchez, coming up next on "today in the bay" it could be a matter for life and death. the plan for this south bay hospital that some people say could put lives on the line. california could join washington and colorado on the list of states that allow recreational marijuana. a pivotal move for supporters this morning. and believe it or not, rain is once again on the way. we'll show you when showers will show up in the bay area this weekend. ♪

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good morning to you. look at this sunrise over the bay bridge this morning. a beautiful start to the day. make sure you get out and enjoy it because there are changes in the forecast. thanks so much for joining us, i'm kris sanchez. meteorologist rob mayeda is here, and he says maybe rain tomorrow. >> yes, we're seeing the nice sunrise around san francisco but with the clear skies chilly temperatures this morning down to 38 in san jose. 39 around the peninsula and the north bay seeing 37 degrees. the changes we're going to see coming in right around this time tomorrow as an area of low pressure begins to drop down t