good morning. breaking news. california earthquake. a 6.0 magnitude quake rattled the san francisco bay area early this morning. tens of thousands without power as crews begin to assess the damage there. we are live with the very latest. gaining strength. a slow-moving system is now tropical storm cristobal and it could strengthen into a hurricane in a matter of days. we'll take a look at if and when it could hit the u.s. and the boys of summer. it's unbelievable win for chicago's jackie robinson west little league team. next up for these guys, south korea. as the team chases its dreams of winning the little league world series "today," sunday, august 24th, 2014.

welcome to "today" on this sunday morning, i'm erica hill. >> and i'm lester holt alongside jenna wolfe and the weather channel's maria larosa filling in for dylan this morning. we have breaking news. just shy of the 25th anniversary of the big san francisco quake, the world series quake that got hit again this morning 6.0. it struck just before 3:30 this morning pacific time. in the san francisco bay area there are reports of damage. we've seen some early pictures. facades off buildings. there are power outages. some people say it is the strongest quake they have felt in years, and there are aftershocks continuing right now. jeff ranieri is the chief meteorologist at our nbc station

in san francisco. you're about 30 miles from the epicenter. tell me what you felt? >> oh, i mean we were sleeping this morning and it seemed to last for at least 20 seconds. maybe longer. i mean we're seeing the kind of shaking. and it wasn't just you know, typical you know earthquake shifts you can get sometimes. it was a shake and also a roll that was super violent, and intense. i mean, our whole house shifting back and forth from the right to also the left. and you know, as you mentioned, one of the strongest quakes in years, some folks are already saying this could be one of the strongest quakes since loma prieta which was 6.9 in 1989. the great thing that i'm seeing right now on the usgs website is i'm not seeing a ton of you, you know, aftershocks. so i think the big question everyone is also pondering right now, could this be a foreshock of maybe something larger. something you have to put out there, but it definitely is something you have kind of going across our minds right now.

i mean, lester, it was wild. >> and this was centered around the area of napa, just north of san francisco. obviously you're in a region with a lot of bridges. are you seeing or hearing any reports about the structure of the bridges and roadways? >> well, we do hear that chp is checking out some of the bridges and roadways in napa, and also sonoma, where there might have been some damage. we know that there has been things, of course, knocked off of store shelves and also off of people's walls in their homes, anything they had hanging up, i'm not hearing about any injuries but this is certainly on the usgs scale considered a serious earthquake. when you hit the 6.0 level it does go up to the serious level. now 7.0, of course, would be considered major. we do talk about the depth of earthquakes and that's really why i think a lot of people have felt this from the early population the earthquake was that 10.8 kilometers which

translates to 6.7 miles, and that does put it in the shallow category. anything from the immediate surface to 4 miles deep is considered shallow and again i think that's why a lot of folks did feel that this morning. and it also happened between the rogers creek and also the green valley fault. we don't hear a lot about those faults. there hasn't been an extreme amount of activity on them, and you know, mother nature decided to release a lot of pressure this morning, and a lot of folks that live in the bay area and have felt many earthquakes in the past, you have multigenerational families here. you know, everything they always talk about the big earthquake that their family experienced. this is something at least on twitter, we're getting a grasp on everything from some of our viewers in the bay area that this was something, you know, unlike they have not felt when it comes to an earthquake. >> jeff ranieri, thanks. we want to point out pacific gas and electric said 50,000 electric customers have lost power. we'll continue to monitor developments there. jeff ranieri we appreciate you

bringing us that report. turning to our other top story that is the search for the terrorist who beheaded american journalist james foley. there are some reports this morning that british intelligence agents have identified the man who killed foley. we're following those developments from london. good morning. >> good morning. all those indications this morning that u.s. and british intelligence agencies have identified james foley's killer. british newspapers report the search has been narrowed down to one name. some reports even claim to know who that person is. but there is a lot of wild speculation one british official told me and it's worth noting that this is a live investigation, erica, with the primary aim of saving the life of another american hostage threatened by isis. investigators may be treading carefully while working to find out who the hostage takers are and crucially where they are. very likely there are people in london who know who the killer is. his british accent suggests he is from this city but so far there is no sign of police raids

targeting friends or family of the suspects, again suggesting police and security officials here are taking a softly softly approach while working tirelessly, tirelessly behind the scenes, erica. >> all right. thank you. chris jansing is nbc's senior white house correspondent and filling in as moderator of "meet the press." chris, good morning to you. >> good morning. >> give us a sense of the changing view on isis from the white house? it is about six months ago, as we recall, the president was calling them almost a jv team and now there is a much more serious view of isis. explain. >> that's right, lester. you've really heard a ramping up of the rhetoric about isis over the past week as if the air strikes in iraq weren't enough, they're being called an imminent threat. there's a lot of talk about what do we do now? one of the most common suggestions is that it's time to do airstrikes in syria, because that is the basis of where so many of the leadership of isis is. a lot of problems with that, though. there's concern about the

civilian casualty count that could ensue. there's also a question of our intelligence on the ground. i mean we've spent more than ten years really focused on intelligence on al qaeda. not as much intelligence available on isis. so do we know exactly what the leadership is? do we know where they are? to do the airstrikes, to have them be effective, you would have to do that. having said that the chairman of the joint chiefs has also suggested that you really can't defeat isis without going in to syria, and there are a lot of questions, also, about whether or not that would prop up a government that the united states has been trying to take down. there are also other people who say that the threat may be overstated. we're going to talk about all of those things this morning on "meet the press" with the chairman of the intelligence committee. lester. >> and of course, chris, we're all horrified at the murder of james foley. at the same time, i think people were certainly rattled when they heard that british accent. it reminds us that they have brought in foreign fighters. and what does that say about

security in the united states, and isis' ability to carry out attacks here? >> we've also seen in the uk some of the revocations of passports of british citizens who have become foreign fighters. we know that there are at least a handful, at least according to sources, government sources, telling nbc news there may be 6 to 12 who have gone to syria to fight. the question is, when you have those passports, can they get back in to this country? the administration is saying clearly they don't believe that that imminent threat they're talking about is a threat to the homeland. but it's something that is also under consideration. what do we do about americans and other westerners who have passports that allow them access back into europe or into the united states who have gone over to syria to fight? >> chris jansing, thanks very much. we will check back with you a bit later for more of a preview of what's coming up on "meet the press." thanks. >> thanks, lester. turning now to tropical storm that is brewing in the

atlantic. cristobal is gaining strength. it actually became a tropical storm just a few hours and is already responsible for this flooding in puerto rico. a sign of what could be to come for millions. could it make landfall here in the united states? maria la rosa is tracking that for us. >> while it's lacking official organization it definitely produced a lot of rainfall. here's where we stand right now. it's still fairly disorganized but we do expect as it continues to travel through the bahamas that it will continue to strengthen. but slowly. so right now max winds are about 45 miles per hour, it's moving to the northwest at nine. so if you take a look, we already have the government of the bahamas where their tropical storm warnings. that means in the next 24 to 36 hours you're going to feel the effects of a tropical storm winds. the forecast continues to take it off the eastern shore but i want to point out that the outer edge of our forecast cone here does bring it very close to the outer banks. so that tells us the forecast is that still a few days out,

you're talking early to mid next week, you still have a pretty good uncertainty, a good amount uncertainty about the exact path but we do know that it's going to be enough to create some dangerous rip currents all across the east coast from florida up into north carolina. guys back to you. >> all right, maria, thanks. we'll get more of a full forecast in just a few minutes. >> mean time jenna is here with a look at the rest of the stories. >> two separate communities with a unified message of justice protested peacefully saturday in missouri the hope is that the calm will continue ahead of monday's funeral for 18-year-old michael brown. while in new york, eric garner's death at the hands of police still fresh on the minds of many. kristen dahlgren has more on that. >> reporter: as they marched many chanted eric garner's last words. >> i can't breathe. i can't breathe. >> reporter: garner died last month, held down in a police chokehold. so on saturday thousands came to ask for justice. there to support garner's family. >> i'm the baby girl. i miss my father a lot.

>> reporter: and there to fight for the future of their own. >> i explained to them even this morning that, you know, eric garner was a father. that could have been me. >> reporter: there were police along the route. but they were mostly standing back. even handing out water. what happened in ferguson still fresh on the minds of many. >> we fight for everybody. you know, he's just one individual. >> reporter: while in missouri where michael brown was gunned down two weeks ago, things have calmed. on saturday, a football game at the teen's old high school. >> great kids. >> reporter: many hopeful the calm will hold as the town prepares for brown's funeral. but the conversation now goes beyond ferguson or staten island. into many communities across the country. in kansas city they held a town hall saturday night titled, stop by police, what should i do? >> people should be able to take their videos with their phone and not be -- >> they have no right to take

you if you're just there on the car stop and you were wanted to come up and just put the camera on them. they won't take your camera. they have no right to take it. >> reporter: for "today," kristen dahlgren, nbc news, new york. we turn now to gaza where the latest round of israeli airstrikes has leveled an office building and severely damaged a shopping center in the southern town of rafa. this comes hours after israel bombed an apartment building in gaza city. palestinian officials say dozens of people were wounded but no one was killed. the first briton has tested positive for ebola. medical officials in the uk confirmed a british national living in sierra leone does have the virus. it's unclear whether this person will be evacuated. meanwhile sierra lee yoen passed a new law that would impose prison terms of up to two years for anyone caught hiding an ebola patient. two transit security officers in california have been suspended from doubt to after disturbing video surfaced of them tackling a man on a trolley. the metropolitan transit system released this footage to la mesa

police to determine if the officers used excessive force in the august 18th incident. the person is seen talking to the man who is not wearing a shirt and then they lunge at him and hit him with their batons. hard to make out though. the police department is still trying to figure out what led to the altercation. building demolitions are always fascinating to watch. check out this one in albany, new york. a crew spent three weeks planting explosives in this 11-story hotel. first you see purple and blue smoke, then red, blue and yellow smoke come spewing out forming the initials j and j for the name of the company. also for jenna and jell-o for what i've been eating lately. in case you were wondering about that. and the entire building going down. and you know the saying the house always wins. after nearly 20 years of sucking in cash mgm grand's most stubborn slot machine finally paid out. a couple from new hampshire hit it big this weekend playing the

lion's share. walter and linda put $100 into the machine, played the $3 max bet for only five minutes. five minutes. when the seemingly impossible happened. they won $2.4 million. and as is appropriate to say, they don't think they're lives will change much. but their two children and five grandchildren and their new bff jenna wolfe will probably -- but they don't know me yet. but we're kindred spirits right here. >> just bring them some of that jell-o. >> trust me after everything i've had they can have the rest of my -- >> maria is back with a check of the rest of the country's forecast for us this morning. hello again. >> good morning. many of us feeling the heat this morning and we're not cooling off during the overnight hours. take a look the heat wave continues from st. louis down to jackson, new orleans where that heat index at times today, 100 to 105 plus it's not just today, not just tomorrow for a lot of you there but likely into tomorrow. that feels-like temperature st. louis today 106, 101 in evansville.

the heat c good sunday morning everyone. good-bye rain. hello sunshine for our sunday. more sunshine and humidity stays low. temperatures warming up to around 80 degrees for your sunday. winds should remain light. look at that. plenty of sunshine for today. this continues also for tomorrow too. nice stretch of dry weather lout the week. temperatures warm up to near 90 by midweek. a chance of showers towards the end of the week. enjoy your sunday. >> and that's a look at your weather. lester? >> all right, maria, thanks very much. a huge day for the boys from chicago's south side who had an incredible comeback to win the u.s. title of the little league world series on saturday. they beat las vegas in a game to remember. but they're not done yet. t.j. holmes has more on that. good morning. >> good morning. they are not done yet, lester. we're talking about 11 and 12-year-old kids here on the jackie robinson team not getting

a lot of rest. they have to go from one big game right to the next one today. where they're going to take on south korea for history and the world series title. sweet victory, the kids from the south side of chicago are the nation's top little league baseball team. >> i feel great. u.s. champion. it's ridiculous. >> reporter: chicago's jackie robinson west pulled off a 7-5 comeback win against las vegas mountain ridge saturday capping off a wave of excitement that's been building back in the windy city. this is the team's first appearance in williamsport since 1983 and the first all-african-american team to win a championship. the game had it all. crafty pitching. monster home runs. >> home run! >> reporter: and a game-ending double play. today they square off against a strong south korean team that dominated japan on saturday.

>> i love our style of baseball. we're going to run. we're going to be aggressive. >> reporter: it was a bumpy road to this championship. jackie robinson west beat the philadelphia team that featured national sensation mo'ne davis and picked themselves up from an earlier lost to the same las vegas squad. >> i don't like to lose. it's just -- it's like a girl dumping you and going to your best friend. >> how old are you? >> i'm 12. >> reporter: a win today would be sweet, but the chicago little leaguers don't think they have anything more to prove. >> we made it. we can play baseball from chicago. >> yeah, from chicago's south side. now win or lose the boys still going to go back to chicago, have a hero's welcome no doubt but yes, we still prefer a win. taking on south korea, 3:00 eastern. watch party, my house. let's do it, lester. >> we're in. >> if i wasn't working i'd join you, t.j. thanks very much.

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putting the worst, they thought, behind them. when ten days ago, their maryland home caught fire. >> i started to see the smoke. about that time the alarms started going off. >> reporter: the home exploded in flames. while edward and jessica were in the basement. >> she was able to pull me out onto the front porch, and this is the really amazing part is that, by the time i got outside there were neighbors already standing on the front porch waiting to help. >> i pulled my husband to safety, once we got to the front door. >> reporter: that wasn't the last bit of help neighbors and others in the community were willing to give. >> they have nothing. really -- you know, when you say oh, they got the clothes on their back, they didn't have that. >> reporter: when news spread about the devastating fire and the wounded soldier who was now homeless, something remarkable happened. the neighborhood supermarket donated groceries to the family for the rest of the year. fire destroyed the couple's car. so a veterans group is financing a new one. and best of all, the couple won't be homeless for long. they're getting a brand-new house. built just for them.

similar to this one built for another wounded veteran by a group called our bravest.org. >> as americans it is our duty, it is our responsibility to say thank you for your sacrifice. >> reporter: the group's website has already raised tens of thousands of dollars. in almost losing his life and then almost everything else, edward klein found a community, and a country, that cares. for "today," charles hadlock, nbc news. >> great to see the way the community stepped in. i mean talk about immediately. to be there as soon as they came out of the house. very impressive. still to come on a sunday edition of "today," one shopkeeper so generous it's actually putting his business at risk. we're going to try to help him turn things around with our latest installment of main turn things around with our latest installment of main st after seeing everything, but let me take one last look. sure. take your time. built-in nav, heated seats for mom, dvd with wireless headphones for the kids! and tons of room for the golf clubs! golf clubs, and strollers. shhh ... i love this part.

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still to come on "today," two big award shows happening celebrating the best in music and television. >> so what will be the most memorable moments from tonight's mtv video music awards, that could top the miley cyrus performance from last year? >> oh, please, no. plus the battle for tv's most coveted award. the emmys. ♪ nervous whitening will damage your teeth? introducing new listerine® healthy whitetm. it not only safely whitens teeth, but also restores enamel.

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good morning. i'm rosemary connors. it's a few minutes before 8:30 before you head out the door on this sunday. let's get a check of the forecast from meteorologist ted florendo. >> what a difference the day makes. outside we're saying good-bye to clouds. rain has moved on and mow looking at blue skies. look at cape may, gorgeous beach day. it will be breezy down the shore and beaches for the day. here's the forecast. 80 today, more sunshine and comfortable for temperatures. winds should remain light and from the northeast. rosemary? >> thank you ted. >> taney dragons are coming home, and the city is planning to welcome the team in a big way. mo'ne davis and dragons spent the last few days in williams port. they'll get on a bus there in half an hour to head back to philly. around noon, mayor nutter is throwing them a party in love park. this morning a man is in critical condition after he was

stabbed in west philadelphia. nbc 10 was on the scene. authorities tell us the 34-year-old victim was stabbed in the neck around 2:15 this morning. police have not made arrests in the case. a man is in custody after philadelphia police say he was stabbed another man in the back. this happened after 1:00 this morning on the 2000 block of east allegheny avenue in the city's kensington section. i'm rosemary connors. we'll head back to the "today" show. ted and i will see you here at 9:00. have a good one.

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we're back on this sunday morning. it's august 24th, 2014, great crowd out on rockefeller plaza this morning waking up on a sunday morning with us. our thanks to them for taking some great pictures of the day so far appearing on that screen behind them. >> good to have all of you at home with us, as well. we have a lot coming up this morning. we want to first get you updated on the latest from the california earthquake happening overnight in the early hours this morning. the 6.0 magnitude quake rocked the san francisco bay area in the early hours. people woken up just about 3:30 a.m. pacific time. woken up to that shaking. >> the social media lit up immediately with people posting about what they saw and experienced. many tweeting out pictures of the damage. a lot of items in their homes, and in stores knocked around. right now there are no reports

of any serious injuries. and i'll certainly have more tonight, of course, on "nbc nightly news" on that quake centered just a little bit north of san francisco in the napa area. >> we'll be learning more, too, as daylight hits there. we know the california 450i highway patrol is out assessing the damage. >> checking bridges, buckling of roads. >> let's hope it stays that way in terms of reports. also to come still in this half hour we are bringing you back to our shine a light city of baltimore this morning. the owner of one small corner store there is fighting to stay open, and still help his community. his business has fallen on some pretty tough times because of his efforts and frankly his promise to his neighbors that he would never close and that he would always feed them. so we're bringing in our expert to see if he can help the store and the neighborhood. >> then we're keeping our eye on two big award shows this week. the mtv video music awards are tonight. the countdown is on to see who will bring home an emmy tomorrow. from orange is the new black to true detective a lot of new shows vying for the biggest award in tv. we'll have a run-through of the

people to watch and we'll tell you how the emmys will honor the late robin williams. >> cool. so that gives me 24 hours to binge watch like five shows. >> we're going to tell you which ones. >> i'm on it. also ahead they jump, they twist, they bounce, there is not much this acrobatic group of jumpropers cannot do. they've impressed millions with their moves on america's got talent and flight crew jump rope is going to show us what they're all about with a live performance on the plaza. it is one thing to see it on tv. it is entirely different to see this in person. they're super, super talented. >> we do begin this half hour with the excitement building for the mtv video music awards. the show is known for its i guess you would call them unforgettable moments. there was, of course, miley cyrus' performance that had people talking. for weeks. so, can it be topped this year? i'm going to put my money on the fact that someone will try. joe friar is following it all for us from los angeles. good morning. >> good morning, erica. the stage is set at the forum in los angeles. an intimate theater in the round setting for this year's video

music awards. a show that's unlike any other awards show in the business. mtv-vma. those six letters conjure up all kinds of words. >> explosive, unexpected, mayhem, provocative. >> reporter: but even before the show begins, there's drama. the vma benefit concert, iggy fell off the stage posting video of her spill on instagram. she wrote sorry but it could be a crime not to share this with you all. i know i laughed. on top of that during rehearsal one of nikki menage's backup singers was bitten by a six foot long snake. mtv says it was not life threatening. speaking of snakes, it was 2001 when britney spears wrapped a yellow python around her neck during the vmas. the show has generated so many headlines over the years from lady gaga's meat dress to kanye west's shocking filibuster. >> but beyonce had one of the best videos of all time. >> this is where beyonce

revealed her baby bump. and where just last year miley made sure everyone knew what it meant to twerk. >> might somebody in their stage act try to top miley cyrus and robin thicke's from last year? absolutely. >> after wrapping up her american tour with husband jay-z, beyonce will stake the stage this year receiving the vma's highest honor. michael jackson video vanguard award. many are calling this the year of the diva. >> there's a whole new collection of women who are defining pop music this year. >> but don't forget more established acts like nikki menage and taylor swift both released new videos just days before the vmas. mtv posted this picture of jesse jay and ariana grande rehearsing. they will kick off the vma's with nicki minaj performing their huge summer hit bang bang. perhaps it's no coincidence grande is releasing her new album tomorrow.

erica? >> joe, thanks. >> let's get another check of the weather from the weather channel's maria larosa. she is outside on the plaza in for dylan today. >> good morning, it is glorious on the plaza this morning. so glorious i recognize these two lovely ladies who were on the plaza yesterday. so you guys are back for more? >> maryland. >> and on the plaza for more? you told me this is where the weather is happening. >> it all happens. >> it is. >> the sun is finally out. gorgeous. let's talk about what you can expect for today and get you through tomorrow. today it is about the beautiful weather in the northeast. still some showers across the southeast. but that intense heat is waning there. not so much in the midsection from dallas up to st. louis and on into des moines. you're looking at highs into the mid and upper 90s with that heat index approaching 105 at times. notice by tomorrow, still stormy across the south but still hot and the monsoon storms in the southwest continue as well. concern about some flash flooding even as we get into

good sunday morning everyone. good-bye rain, hello sunshine for our sunday. more sunshine and the humidity stays low. temperatures warming up to around 80 degrees for your sunday. winds should remain light. plenty of sunshine for today. this continues for tomorrow too. nice stretch of dry weather throughout the week. temperatures warm up to near 90 midweek. chance of showers towards the end of the week. enjoy your sunday. >> and we want to take you to our top spot this morning, pittsburgh and your affiliate wpxi. the 17th annual shadyside arts festival on walnut street. you can get your cultural fill with artwork from more than 200 artists. there will be an outdoor art showcase with sculptures, photography, ceramic and much more. enjoy it. erica, back to you. >> looks like a great event, maria. thanks. still to come this morning, everything you need to know about tv's biggest night.

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annual prime-time emmy awards. the best and brightest in tv and online will go head-to-head for the emmys. >> if you aren't up to speed on who the top contenders are, you're in luck because we here are your emmy's cheat sheet. not us, the host of huffpost live will help us develop that cheat sheet. >> thanks for having me. >> if there were three, let's say three shows and three actors that we should know a little something about so we don't sound like idiots when talking about the emmys, who would those be? >> the three shows are, i'm assuming you already know "breaking bad." so let's give you three other ones, "true detectives," hbo. they have one season. it came to incredible acclaim. there's "orange is the new black" on netflix, two seasons down. everybody loves this show. >> love it. >> and the third one, it's been around for a little while but i like it, i like to keep pushing it out there "veep." >> hilarious show. >> such a funny show. >> but i cringe when i watch it.

>> there's so many uncomfortable moments. >> that she creates in that. that the whole cast creates. let me ask you nowadays, of course, we can watch these shows any time we want. with the emmys coming tomorrow night, if there was one show we're going to start binge watching today in hopes of completing by monday night what would it be? >> that's a tough question. because if you have 26 hours to binge i would say "orange is the new black" both seasons. who has 26 hours, sorry, orange. but if you don't have that much time i would say "true detectives." there's episodes. that's about eight hours. matthew mcconaughey, woody harrelson. once you start watching "true detectives" you're really not going to be able to stop. it's not a binge watch that you. it's a mystery that you want to get to the end to. you might be like a lot of other people and might not be that happy once you get to the end but you will want to try to get there. >> so you mentioned, too, off the top when you were saying you were hoping everybody was caught up on "breaking bad." these two going head-to-head in the drama category. >> these are the two top contenders for the drama category. you also have other great shows

in there. you have "house of cards" but "breaking bad" has made such an impact in cable drama. more so than even "mad men." i would say we haven't seen an impact like this since the sopranos. it was such an iconic phenomenon. everybody knows who walter white is. >> sure. >> it's such an iconic show for cable dramas at this point. i think -- i think people want to celebrate it because it's now over. at the same time, "true detectives" killed it at the creative arts emmys so people are thinking "true detectives" might pull an upset. >> let me ask you quickly about the tribute to robin williams. we knew there would be one. are you hearing anything about it? >> absolutely. billy crystal is going to be doing the in memoriam to robin williams. they created and hosted comic relief for so many years, the charity comedy show they put on together. and the singer song writer sarah barellis is going to be performing. it's been a couple weeks but i

think audiences and people who knew him are still pretty rocked by the loss of robin williams. and i think it's going to be i mean the emmys themselves said it's going to be kind of a tear jrker. i don't, i don't, i can't see it being any other way he was such a big-hearted hilarious person that i grew up on mierks life as a child, robin williams -- me and my family were at the theater going to see them. so it's going to be it's going to be a pretty amazing tribute i think. >> nice to have you here. >> ricky, nice to see up. >> good to see you guys. >> now i'm going to binge watch. >> true detectives. >> over to jenna now the orange room with today's plaza fan of the day. >> lester, thank you. i'm here with david macon from dallas his lovely wife phyllis. david is turning 36 years old today. happy birthday. or is it 26? whatever it is, it's a birthday. and this is his bucket list. to come to the "today" show. so, david, take it away, my friend. >> all right. still to come on "today," a main

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this morning's main street makeover takes us to baltimore. shine a light city where one man's dedication to his community has made his corner store an anchor in his struggling neighborhood. but that sense of duty has also made it tough to turn a profit. we brought in branding expert martin lindstrom to see if this business can be saved. in baltimore's shipley held neighborhood close to 500 families rely on tony and mary. the only corner store in this area where violence and drugs put it into the center of a war zone. >> i remember a number of times where we didn't always have a lot of food. i didn't want people to have to go through the same things that i was going through. you know, if i could do something to change their life just for a little bit, i would do that. >> tony lawrence has been a part of this community since he was a child. 15 years ago, he promised his neighbors they would never go hungry. how much loss do you think you accept in any given month? just so that people can eat?

>> i know, and it's not exact, 25%. >> reporter: but that's come at a high cost. that's i big number. >> it is. >> reporter: the store's condition not nearly as generous. floors unable to support the weight of proper storage needed for fresh fruit and vegetables. water damage, mold, falling tiles. overwhelmed by the challenges, branding expert martin lindstrom says tony, like many retailers, has lost his focus. what was your first impression of tony? >> tony's like a relief center. he wants to sell everything to everyone and that means that he is not spending. when you walk into the store you can only walk one or two people at a time. you cannot browse around. >> all that is about to change. >> there's no way you can compete against the supermarkets, right? >> right. >> but there's a couple things you can learn from those players so one of the most important

thing in retail is the sense of smell. you know why? because smell is actually encouraging us to buy more. your store smells of everything else but food, right? >> that's right. >> martin's plan, to build a strong, lasting brand around tony, creating loyalty from his customers while offering something that will make them come back for more. and that begins with what the community needs and wants. >> -- let's say what we told you right now, would you in turn promise me that you would go into the store and just once give it a try? >> yes. >> yes? >> with a team of contractors, painters, even the mayor of baltimore pitching in, in just one week tony's corner store is transformed. there's synergy between the exterior and the interior, both now communicating freshness. the merchandising has a purpose

and there's a new discount loyalty program. allowing tony to give food away but also ensuring his customers come back. >> i just want to let the whole community know that when they were putting the sign up over the top of the store, they put tony and mary's gethsemane. but they forgot to put up there and that's community. >> thank you. thank you. >> and most importantly, a sense of pride has returned to shipley hill. >> thank you for your support. i appreciate that. >> what do you think the impact of these changes will be on this neighborhood? >> i think the impact will be pretty amazing. and because people first of all will feel someone finally cares about them. secondly, they'll feel it's one of theirs. >> this is going to be a life changer. because the community will look at it, and this store will be like an oasis in the desert, shining. >> branding expert martin

lindstrom is also the author of buy ology. it's hard not to fall in love with tony. but he was missing a few things. you said there were four products that really he needs to get a handle on. milk, eggs, bread and bananas. because people know those prices. what was he doing wrong? >> well, he overcharged. you know, you know the price of eggs? >> i think they're about $2 a dozen. >> is that vip eggs? or what is that? >> trader joe's large brand organic. >> he asked too much on those four categories. that meant that people thought he was overpriced. so we had to lower the price on those, and especially up the price on some of the other categories. >> so you make a little bit less money on those you'll do better in the end. so that's one change you made. you said he had lost his focus. this happens to a lot of retailers, other ones that we've worked on on projects to the we saw that, as well. how do you help small businesses regain that focus? >> well, the first thing you need, this sounds strange, but

retailers rarely know how customers perceive them. so they should go out and ask customers, how do you perceive me? what is my image? and then you match tat with reality. and the second part and this is very important, they need to create a very succinct concept which really stands out from the crowd and is extremely focused. if we do that, basically, standing apart. and third they have to be amazing storytellers. and tony was a great storyteller, just not in the store. >> so you're working on him with that. we'll be back there to see how he's done after a month. we're getting ready to head back down in a couple of weeks. what do you think we're going to find? >> i think we're going to find a very energized person, but i also think we're going to find a person who did not follow up on the advice. tony, i hope you'll do it right. because if he does that we know from experience he will turn it around. yet he's such a nice person that sometimes he wants to continue giving away things to everyone. >> yeah. >> and i think that will continue that trend. >> he doesn't care as much about the bottom line. he cares more about the people.

he's a good man. all right well we're looking forward. fingers are crossed. we know he wants to make a change. martin, thanks. just ahead from america's got talent, to rockefeller plaza. a live performance from flight crew jump rope right after this. ♪ he paid for ya. ♪ it's a german luxury sedan. but it's still an audi. ♪ the audi a4. performance with the right attitude. get exceptional offers on the audi a4 during the summer of audi event. visit audioffers.com today (sfx) rings sound design.

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this is jump roping like you've never seen, complete with acrobatics and even trampolines at times. flight crew jump rope has landed a spot in the semifinals of "america's got talent." the entire crew is here. lee, lisa, l.j., and everyone else, thanks for having you guys here. >> thank you. >> what i find fascinating about your act is normally you guys compete against each other,

right? so what is it like now competing for a million dollars together? >> well, first and foremost we're all the greatest friends in the world. so it's nice to come together, and unite for one common purpose. the other great thing is we all come from different regions in the united states, and each region has their own particular strengths to bring to jump rope. some people are good at double dutch. some people are good at single rope and to bring them all together into one super group is a great act that we can do some great things with. >> we know you want to get more people involved in jump roping. we're going to let you take it away now. you guys get to it. >> thanks. ♪ ♪ i've got this feeling on this summer day when you were gone ♪ ♪ i crashed my car into the bridge ♪ ♪ i don't care i don't care ♪

♪ on a summer day when you were gone ♪ ♪ i crashed my car into the bridge ♪ ♪ >> awesome stuff. >> great jobs, guys. let's check in now with chris jansing to find out what's coming up on "meet the press." chris? >> good morning, lester. that was amazing. coming up on "meet the press" an exclusive senator rand paul on a mercy mission to guatemala. i traveled with the senator who wants american voters to see him in a different light. will it work? that's all coming up as i host "meet the press." >> terrific, chris. we'll see you then. >> that's going to do it for us on a sunday morning. thanks for spending part of your day with us. >> i'll see you back here tonight for "nbc nightly news." with a lot of things, including the latest on the quake in the

san francisco bay area. have a great sunday, everybody. so long.

the breaking news comes to us from california where an earthquake has rumbled through the san francisco bay area. it measured 6.0. we have the details coming up. in our area, philadelphia is getting ready to celebrate the return of the taney dragons. we'll tell you how you can welcome the team home. nothing will rain on their parade. nothing at all. showers are gone. it will be a sun-filled sunday. here's a look at cape may, new jersey. we'll have the forecast. i'm rosemary connors. this is nbc 10 news today. it's 9:00 on this sound morning.