How two brothers made it big in pro sports: Colin Faulkner, Chicago Cubs and Chris Faulkner, Denver Broncos

How two brothers made it big in pro sports: Colin Faulkner, Chicago Cubs and Chris Faulkner, Denver Broncos
by Kirk Wakefield – November 2016

Note: In this re-release (first posted April 1, 2013), we congratulate Colin Faulkner, and the 2016 World Champion Chicago Cubs, for catching up to brother Chris Faulkner, whose Denver Broncos won the 2016 Super Bowl.


Colin and Chris Faulkner

S3 Board Member Spotlight

Colin Faulkner
Colin Faulkner
Chris Faulkner
Chris Faulkner

Brothers. Friends. Sports.

These three words bind Chris and Colin Faulkner together as one of the few sets of brothers in the business of sports.

Colin is the Vice President of Sales & Partnerships with the Chicago Cubs. Chris is Manager of Club Seat Sales and Service with the Denver Broncos. Each took different routes getting into their careers.

Overcoming rejection

Colin’s experience with Baylor’s call center and the Waco Wizards (surprise: a defunct hockey team) reinforced his desire to enter sports after graduating from Baylor (1998).

Part of Colin’s motivation today stems from his early days searching for an entry level position. The S3 program’s own, Dr. Darryl Lehnus, then Associate Athletic Director over sales & marketing, spurned Colin for an internship while Colin was working towards his undergraduate degree. Then following scores of applications, Colin’s resume eventually landed in the hands of Shawn McGee of the old Dallas Burn where Colin received his only offer. What happened to all those rejection letters? Fifteen years later they still have their own special place in Colin’s desk. 

Colin went on to prove himself as an account executive with the then combined Texas Rangers/Dallas Stars group before moving to roles with the Stars as the Director of Ticket Sales (2002),Vice President of Ticket Sales (2004), Sr. Vice President of Ticket Sales & Service (2007), and Sr. VP of Marketing (2009). Fulfilling a lifelong dream, Colin was selected as the Vice President of Ticket Sales & Service with the Chicago Cubs (2010) before his recent promotion this spring to include corporate partnerships.

Operations, IT or Sales?

Chris started out with idea of working in operations or IT for a professional team after graduating from Baylor (2001). In his search, Chris quickly learned the lifeblood of an organization was in sales – and the best entry point.  After beginning with the Colorado Rockies, Chris moved into a senior account executive position with the Texas Rangers (2003) before promotions to Group Sales manager (2005) and then Director of Ticket Sales (2007). Following, Chris moved west as the Director of Ticket Sales for the Colorado Crush (2008) before moving across town to sell premium seats for the Broncos (2009) to ultimately assume his current position as Manager of the department (2010).

Work ethic = Success

The brothers share beliefs about what leads to success. Working for good managers helps paves the way. They believe in working hard, having a good attitude and working smart. As Chris points out, sales is purely an effort-based position, “Put in the work and put in the hours.”

Mentors play a role in the success of anyone who moves up the ranks. Geoff Moore, Colin’s mentor, is quick to share his thoughts on Colin’s work ethic and attitude:

“Colin has true character. He is competitive, intelligent and curious. But, his most important quality is his optimism. He believes his hard work will make a difference. This combination of talent and work effort make him a great employee and leader.

Similarly, Andy Silverman, shared from his experiences with Chris:

Chris is a true professional at every level.  From my many years working alongside Chris at the Texas Rangers, to his current role running Premium Sales at the Denver Broncos, Chris not only has my utmost respect but admiration as a true sales professional.   I consider Chris a master of his craft and even more importantly a trusted friend and confidant.

Having a Brother in Sports

Chris and Colin get along, well, just like brothers. They benefit from each other’s experiences, frequently texting each other to share updates, bounce ideas off the other, and share in each other’s successes. Although Chris feels some pressure to keep up with his older brother, they don’t feel like they compete with each other since both have done well in their careers.  Colin said that if he had the option to hire Chris to work for him, he probably wouldn’t because Chris is in such a good situation right now.

Two well-known brothers in sports are the Leiweke brothers, Tim and Tod, and the Yormark brothers, Brett and Michael. Give the Faulkner brothers a few years. When you see them on the front of Forbes magazine, remember you saw them featured first on the S3 Report!

Faulkner Brothers
Mark McCartney, CT Steckel, Chris Faulkner, Colin Faulkner, Brad Oswalt, and John Alexander at  Reliant Stadium for Baylor’s run to the Elite 8 (2010)

What drives fan passion?

What drives fan passion?
by Kirk Wakefield – January 2013

What makes a passionate fan?

A passionate fan devotes heart, mind, body, and soul to the team. The consequences of a passionate fan base are increased ticket, media, merchandise and sponsorship revenue to the team.

But what are the antecedents to fan passion? What causes fans to be passionate?

Researching passion across thousands of fans and all major sports, we can now explain the vast majority (~75%) of the WHY fans are passionate for a particular team and not a fan of another team. Teams become popular when it becomes part of CULTURE.

Colin Faulkner
Colin Faulkner

In Chicago, “Cubs fans are part of a special group; the best fans in baseball who get to call the best place to watch baseball their home, Wrigley Field,” explains Colin Faulkner, Vice President, Ticket Sales & Service with the Cubs. The experience fans get at Wrigley make it cool to be a Cubs fan and it provides a positive identity for fans. It’s become part of the Chicago culture.

[dropshadowbox align=”center” effect=”lifted-both” width=”550px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]Fan passion is based on the team’s CULTURE:

Cool: Is the team cool, original, and different from other teams?
Unique: Does the team occupy a distinct space in the sports marketplace based on their exclusive logo, brand name, and singular quality, design, colors or style?
Love: Do fans love the players on the team? Are fans emotionally attached to players?
Trust: Do fans trust the organization running the team to be dependable, competent, responsive, and to act with integrity?
Utility: For what fans get for what they give up in time, effort, and money, what is the value of a ticket to a game?
Relationships: What does the image of the team say about fans to others? Does following the team bring social approval?
Experiential: Does the game environment allow fans to enjoy the experience and entertainment? Does the game experience build evangelists for the team?[/dropshadowbox]

 

We can score and rank teams on how strong the CULTURE is for teams in their markets. This data offers marketing diagnostics for teams and quantifies value for brands evaluating sponsorships.

An example

We took a sample of 430 students at Baylor University to measure their passion for professional teams in Texas. Given our location 90 minutes away, students are biased toward DFW teams.1

 

Culture, Passion, and Fans

Implications

1. Fan perceptions of team performance doesn’t necessarily predict passion. Students accurately see the Texans as one of the best performing teams and the Astros the worst, but this doesn’t correspond with how passionate they are about these teams. In fact, once we statistically account for the other elements of CULTURE, performance doesn’t help explain fan passion at all.

2. The Cowboys have not performed particularly well on the field in the past 15 years. Why are they so popular? Because they effectively position themselves as a cool, unique franchise with an exciting game experience. They have become part of the CULTURE.

3. The Spurs are frequently recognized as one of the best run franchises. While these students have a bias toward the DFW teams, they recognize the trust fans have in the Spurs organization.

Mike Birdsall
Mike Birdsall

4. The utility–or perceived value–of ticket prices is closely related to fan passion and the experience at the game. The true value of tickets is never a matter of cost, but always a matter of passion and past experiences.

What can teams do to build a CULTURE of passionate fans? Next month we’ll discuss, among other things, how organizations can build passionate fans by upgrading the experience and developing coolness.

“At Penn State football, if you missed the awesome touchdown catch, no worries. Pull out your smartphone and watch as many times as you want from multiple angles,” explains Mike Birdsall, FanConnex. “Don’t want to wait in line for food? At Stanford you can order food from your seat and receive a text when it’s ready to pick up at a special express window.”

 

 


Survey was taken the week prior to the Rangers falling out of first place.