The Challenge of Classing Up Go Daddy

Under private equity, the domain-name hub aims to be less controversial and more profitable
Nascar driver and Go Daddy spokeswoman Danica Patrick Photo Illustration by 731; Suit: Jason Homa/Getty Images; Racing Outfit: Chris Graythen/Getty Images; Blue Dress/Patrick's Head: Jason Merritt/Getty Images

Every month, one standout Go Daddy employee puts on an apron and steps into the “cash machine.” The contraption looks something like a telephone booth, but its only function is to spray money at the person inside. The goal: Stuff as many flying, fluttering bills as possible into the apron pockets in 10 seconds. “Everybody gathers around to watch,” says Elizabeth Driscoll, a spokeswoman at Go Daddy, which helps businesses register domain names and run websites. “It’s pretty exciting.” When the whirlwind ends, participants usually exit with a few hundred bucks.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.