Haub School of Business

Sports Marketing

Sports Marketing Conference

"They're No. 1"

The Live Event Experience: Driving Loyalty and Revenue through Fan Engagement

Thursday, May 23, 2013

Conference: 9:00a.m. - 5:00 p.m.; Networking Reception from 5:00p.m. - 6:30 p.m.

Location: Saint Joseph’s University, Wolfington Teletorium, Mandeville Hall, Philadelphia, PA
Click Here to download information about parking at the event

Sponsored by:

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ComcastUnionStrategic


Sports Marketing Conference
Register

Professionals: early bird - $199 and after 5/7/13 - $249

Students: early bird - $30 (use promo code "studenteb")

The "They're No. 1" Sports Marketing Conference title was inspired by the iconic image of a fan holding up their forefinger and chanting enthusiastically, "We're No. 1!" No matter their team's ranking, a true fan will chant "We’re No. 1!" The truth is, the team lives and dies by their fans' loyalty, passion and funding. From the perspective of the sports franchise..."They're No. 1!"

-Stephanie A. Tryce, J.D.
Assistant Professor of Sports Marketing

Conference Agenda

9:15 a.m. Breakfast Roundtable
10:00 a.m. Conference Introduction and Welcome, Michael Missanelli, 97.5TheFanatic
10:10 a.m.

Engaging Fans via the Live Event Experience: Chris Lencheski, President, Front Row Marketing Services

Title: From Sports Marketing to Fan Behavioral Engagement: Going from "Return on Investment" to "Return on (Purchased) Influence" – the new ROI!
Description: Looking through the telescope at the next-generation of opportunities and threats to sports teams, media companies, and fans at every level, how is the universal consumption of the sports marketplace impacted as we develop the trust currency (propensity to influence) into an asset in sports and entertainment marketing.

10:40 a.m. Panel moderated by Haynes Hendrickson, President, Turnkey Intelligence
Panel title: Success of the Game Day Experience
Panel description: The game day experience is continuously evolving. Fans demand the value of attending a game remain high. Properties are looking to deliver on that value while generating new revenues. Executives from Eagles, Flyers, Phillies, Sixers, and Union will discuss how they are enhancing the fans' game day experience and increasing revenues at the same time. The panel will also discuss the way in which they measure and monitor key performance indicators (KPI's) pertaining to the game day experience.
Discussants:
  • Dave Buck, Sr. Vice President, Marketing & Advertising Philadelphia Phillies 
  • Lara Price, Sr. Vice President of Business Operations, Philadelphia 76ers 
  • Ari Roitman, Sr. Vice President of Business, Philadelphia Eagles 
  • Dave Rowan, Executive Vice President and Chief Revenue Officer, Philadelphia Union 
  • Cindy Stutman, Vice President, Customer Solutions, Philadelphia Flyers
11:30 a.m.

Leo Ehrline, Executive VP & Chief Administrative and Relationship Officer, Brooklyn Nets
Description: One of the most important elements of creating a successful game day experience is legendary guest service, from the time that the customer attempts to purchase a ticket until that customer leaves the facility after the event.  This presentation will discuss principles and best practices that we have used at The Barclay’s Center to make sure fans have the best experience possible, thereby making the event a true success for the facility, the property and our sponsors.

Noon Lunch
12:45 p.m. Paul Slaats, Executive Chairman, Thuzi
Title: Social by Design Event Management
Description: Whether you are a sports team, a venue, or a related brand sponsor, live events are a big business.  Paul will describe how event organizers are leveraging new ways to connect with fans and brand advocates to integrate mobile applications and social media to enhance the overall event experience and ultimately drive substantial improvements on marketing ROI. 
1:10 p.m. Randy Eccker, Chairman, S3 Digital and Tim Curran, Saint Joseph’s University Athletics
Description: Sports properties and brands struggle to identify, understand, engage, and manage their fan/consumer relationships.  New technology allows for the cultivation of intelligent, actionable fan profiles and a variety of compelling ways to engage these fans. 
1:35 p.m.

Adekambi Laleye, Vice President of Sales and Development, Merchlar

Title: Augmenting Fan Engagement - Add another vivid layer of "reality" to the fan experience.
Description: We use cutting-edge augmented reality technology to create engineered art that dissolves the boundary between the spectator's physical and digital worlds.  A fan sits in the stadium seat, but his smartphone transports him to a far richer game experience. 

2:00 p.m. Panel moderated by Terry Lefton, Editor-at-Large, Sports Business Journal
Panel title: How do stakeholders navigate live events to achieve "share of mind" with today's informed fans?
Panel description: This panel will provide "real world" insights and strategies from brands, leagues, teams, agencies, and service providers that influence how we consume the live event experience.
Discussants:
  • Eric Lipsman, Sr. Vice President, Corporate Sales & Partnerships, Trenton Thunder 
  • Sean McKinney, Starter 
  • Peter Stern, President, Strategic Agency 
  • Patrick Sullivan, Vice President of Events, National Basketball Association 
  • Michael Thompson, Sr. Vice President, Sports and Entertainment, Aramark
3:00 p.m. Break
3:15 p.m. Katie Rose Teesdale, Coordinator, Interactive Media, Villanova University Athletics
Title: Getting Social: Creating the Fan Engagement Strategy
Description: Social media represents a powerful tools for collegiate athletics departments to engage with a variety of key stakeholders: fans, student-athletes, donors, alumni, etc. The key to building an engagement strategy starts with answering two key questions:
1) What are the resources we’re able to dedicate to the effort?
2) What is our risk tolerance in terms of setting our social media and strategic marketing goals?
3:35 p.m. Kenny Johnson, Coordinator, Fan Development and Cultural Outreach, Philadelphia Phillies
Description: This presentation will describe the Phillies’ fan development programs and how each fit within the goals and needs of the franchise, including diversity as a business imperative.  He will further explain the Cultural Outreach component of his position, which grew out of intentional efforts by the Phillies to stay connected with Philadelphia’s diverse communities.
3:55 p.m. Leonard Bonacci, Vice President of Event Services and Event Operations, Philadelphia Eagles
Title: Creating Fan Engagement through Outstanding Guest Services
Description: Ultimately, fans enjoy events when they have fun, both the vicarious thrill of the competition as well as all of the other elements of the experience, from the time fans enter the parking lot until the time they exit after the game.  We will explore the elements of planning and execution of the event that creates an engaged and satisfied fan who can't wait to come back to the stadium for the next game. 
4:15 p.m.

Mark Cruz, Senior Director, Comcast Strategy, GMR Marketing
Title:Case Study: The Ultimate Sports Social Media Job, presented by XFINITY
Description:What does it take to be the sports social media voice of a national brand like XFINITY?  We will discuss the integrated marketing strategy behind XFINITY’s sports social media platform and how the brand launched the effort to provide XFINITY with a face to engage with sports fans through non-traditional media.  We’ll detail unique content secured by leveraging team, network and online partnerships and how the program supports XFINITY’s overall positioning as “Your Home for the Most Live Sports”.

4:40 p.m. Conference Wrap
4:50 p.m. Post Conference Social and Networking Hour
6:00 p.m. Conference Adjourns