by Kirk Wakefield – December 2014
The meeting for the Sports Sponsorship & Sales (S3) Board was held November 11th & 12th in Waco at the new McLane Stadium on the campus of Baylor University.
The only of its kind focused on selling sports, the S3 major is a selective program in the Hankamer School of Business at Baylor University, a highly ranked Christian university. The S3 program continues to grow from its original admissions of 19 highly qualified students in 2004 to soon selecting up to 38 in each year’s incoming class. Students in the major are prepared for careers in (1) professional selling for sports (tickets, corporate partnerships & service) and (2) customer relationship management (CRM) & analytics. Read more here on the Baylor website.
Phillips 66 S3 Banquet
Dr. Darryl Lehnus, Director of the S3 program, hosted the Phillips 66 S3 Banquet attended by over 140 executives, managers, S3 alumni and current S3 students.
Dinn Mann (BU ’87), Executive Vice President and a founder of Major League Baseball Advanced Media (MLBAM), provided the keynote speech, “The Changing Landscape of Digital Media & Ticket Sales.” Mr. Mann serves on the S3 Executive Council, along with other S3 Executive Council members recognized at the banquet, including:
- Eric Fernandez (BU ’94), Co-founder & Managing Partner, Sports Desk Media, S3 Executive Council Chair
- Greg Grissom (BU ’95), Vice President of Corporate Development, Houston Texans, S3 Executive Council Vice-Chair
- Tami T. Walker (BU ’86), US Brand Management, Phillips 66
- Jose Lozano (BU ’93), Chief Executive Officer, The Company
- Derek Blake (BU ’86 )Vice President, Partnership Marketing & Military Programs, LaQuinta Inns & Suites
- Drew Mitchell (BU S3 ’06), Chief Revenue Officer, Texas Legends
- Chase Jolesch (BU S3 ’10), Manager of Ticket Sales Center, Baylor University
- Heidi Weingartner, Chief Human Resources Officer, Dallas Cowboys
Chevrolet Outstanding Board Members
Over 60 executives and managers from over 25 teams, companies, and the NBA and MLBAM offices attended the 2014 board meeting, which included an afternoon of interviews for S3 juniors for summer internships and S3 seniors for career positions.
Special thanks to Murray Cohn, Vice President of Ticket Sales (NBA), for leading a panel of Sales All-Stars including Jake Reynolds and Brian Norman, Philadelphia 76ers, Kris Katseanes, FC Dallas, Joe Schiavi, Detroit Pistons, and Lacey Congdon (BU S3 ’14), Texas Rangers. As always, we are grateful to Bill Guertin for mentoring S3 students and kicking of the week along with Jason Howard (Houston Astros) and Tom Parsons (Time Warner Cable Media) as part of the “Faith in the Workplace” panel discussion.
The meetings concluded with the Chevrolet Outstanding S3 Awards given this year to:
- Outstanding Team Board Member: Greg Grissom, Vice President of Corporate Development, Houston Texans
- Outstanding Corporate Board Member: Lynda Carrier Metz, Chief Marketing Officer, Restaurant Management Company (Pizza Hut)
- Outstanding S3 Alum: Bryan Apgar (BU S3 ’07) Vice President of Sales & Business Development, Website Alive
- Outstanding S3 Report Writer: Anne Rivers, Senior Vice President, Global Director of Brand Strategy at BAV Consulting
The 2014 S3 Board Meeting in Pictures
by Hannah Bouziden – April 2014
Baylor University welcomes Paige Farragut, Tami Walker, and Amy Pratt to the Sports Sponsorship & Sales (S3) Club’s Women In Sports panel on April 14th. The event will take place at 6:30 p.m. at Baylor University in the Cashion Academic Center, Room 203. The panel will discuss the opportunities and challenges that women face in the sports industry. Each of these leaders in the business of sports serves on the Baylor S3 Advisory Board.
[dropshadowbox align=”center” effect=”lifted-both” width=”250px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]Go to the post-event article to read the panelists’ advice on maternity leave, sexual harassment, and breaking the glass ceiling.[/dropshadowbox]
Meet the Panel
Paige Farragut currently serves as Senior Vice President, Ticket Sales & Service for the Texas Rangers Baseball Club. Previously, Farragut worked within the Rangers’ ticket and suite sales operations. Prior to working at the Texas Rangers Baseball Club, she worked for the Dallas Stars as a season ticket account executive. Farragut is a graduate of Texas State University.
Tami Walker currently leads US Fuels brand management for Phillips 66. Prior to this Walker served as a Global Marketing Strategist for Shell Oil Company. Walker also previously worked with Pennzoil Quaker State, SpencerHall, The Coca Cola Company, and the Kellogg Company. Walker received her undergraduate degree from Baylor University and then went on to receive her MBA from the University of Texas.
Amy Pratt currently serves as Vice President, Events and Tours for the sports, entertainment, and media company, Legends. Pratt has also served as director of sales and manager of AT&T Stadium while working for Legends. Previously, she served as a sales consultant for the Dallas Cowboys. Prior to working for the Dallas Cowboys she worked in corporate and group sales for the Phoenix Coyotes. Pratt is a graduate of the University of South Carolina.
The public is invited to attend the panel discussion. Later this month, a summary article in the S3 Report will highlight insights from the three panelists. If you have more questions, please follow up with program leaders Dr. Kirk Wakefield or Dr. Darryl Lehnus.
by Kirk Wakefield – January 2014
We hope you like the new look of the site that allows us to feature the most recent articles on top and to randomly display some of the 110 articles written in 2013 by leaders in the sports sales industry. You can pull up any month’s articles from the Archive pulldown menu on the lower left or use the search function or navigation bar for topic or author searches.
Sales Industry Survey. Thanks to those who completed our 2013 sports sales industry survey! The NBA, among others, is helping us distribute league-wide. We look forward to sharing the overall results throughout the spring. The survey is still open if you or your organization would like to participate. Click here to take the S3 Sports Sales Industry Survey.
By the numbers.You helped us grow together in our inaugural year in 2013 to attract over 71,000 page views from over 10,000 unique visitors from 114 different countries. We began last January with only 75 of the Baylor S3 advisory board registered to receive S3 Report updates and one year later you have helped us grow to nearly 600 registered users. If you’re not yet registered, we’d like to know who you are–you can register here.[dropshadowbox align=”right” effect=”lifted-both” width=”350px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]
Top Attractions in 2013
Posts with most views in 2013.
- Three Steps to Creating an Effective Entry-Level Sales Contest (August 2013)
- Which comes first: Happiness or success? (June 2013)
- The Sales Commandments According to This Disciple (April 2013)
- No more cold calls: Three steps to making informed calls and increasing close rates (May 2013)
- Sales Training: How to Handle Objections (May 2013)
Lead partners. This past year has also seen our corporate and team support grow for the Baylor S3 program and the S3 Report. These organizations are leaders who partner with us in the classroom offering dedicated projects for S3 students and also lead the way in financially supporting the educational process for students and the industry alike. We’re proud to include Academy Sports + Outdoors, AT&T, BAV Consulting, the Dallas Cowboys, Houston Texans, Phillips 66 and Schlotzsky’s in this group. If you are interested in supporting education with a gift to the S3 academic program which produces the S3 Report, you may do so here.
Contribute. The S3 Report is an open forum for exchange of ideas and best practices in sports sponsorship & sales. If you have ideas or interest in contributing content for the common good, please email here. The S3 Report offers you a way to give back to others by sharing what you’ve learned to be successful and to receive help from so many others who want the industry to grow. Maybe your article will be in the Top 5 in 2014!
by Travis Martin – June 2013
Kelly Roddy is President of Schlotzsky’s, a founding partner of the S3 Report.
Leadership Challenge: Revitalizing the brand
S3 Report: Since assuming leadership at Schlotzsky’s, what has been your greatest challenge as a leader?
Kelly Roddy: After joining Schlotzsky’s in December 2007, it was clear the brand needed a makeover. Just like every sports franchise, restaurant franchises must evaluate where the brand stands in the minds of those in their respective markets.
S3 Report: What was the issue?
Kelly Roddy: Our research showed that we were no longer relevant with our customers and we needed a new look. Relevance is an important brand asset that influences overall brand value.
We are an established, well-known brand in our markets, but it was time for a change. I knew as a leader I had to guide Schlotzsky’s through a brand make over, but there were multiple challenges. I had to figure out how to quickly lay out the plan and then how to get a franchise system of more than 350 restaurants to embrace the idea.
When we began the economy was struggling and convincing our franchise partners to invest dollars into re-image was a difficult task.
S3 Report: How did you tackle the challenge?
We held tight to the rule, “Make new friends, but keep the old.” We didn’t stray far from our roots, so we stayed true to the product that brought us success. And through our planned program, our makeover paid off. We began with three very basic steps; easy in concept, not so easy in practice.
1. Pay attention to consumer trends
It’s crucial to understand consumer needs and trends and be willing to make changes to meet those needs and get ahead of the trends. This can be a struggle for a national company, particularly a franchise system, but it allows for an opportunity to build relationships with consumers and establish a level of trust with them that you’re building your business with the consumer in mind.
[dropshadowbox align=”center” effect=”lifted-both” width=”650px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]S3 Report: True. Sports teams must pay attention to trends like these:
- Digital in-game experience: More fans are accessing second and third screens while attending or watching sporting events.
- Gamification: the attention span of consumers continues to shorten, so sports and entertainment providers must find ways to incorporate game mechanics into their websites and social media (See related examples, such as the LA Kings, here: sports trends.)
- Augmented reality/fan engagement: Teams (e.g., the Eagles) are among those adding features such as highlights, previews, player messages and stats to fans using smartphones to scan tickets. (See this Mashable article for other examples.)[/dropshadowbox]
2. Develop a clear brand strategy
While going through massive changes, it’s imperative to maintain the core of your business, but change enough for consumers to take notice.
We knew our product wasn’t the issue; it was the perception of the product. We needed to change our look and freshen up our restaurants while staying true to what our guests keep coming back for – our food.
[dropshadowbox align=”center” effect=”lifted-both” width=”650px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]
S3 Report: Perception is reality, so in the same way teams should track customer perceptions of their brands to evaluate the need for revitalization.
3. Spend wisely
Rebranding is a major company decision. It becomes an even bigger decision with a struggling economy. Spending wisely is important, because the last thing you want to do is nothing at all. We knew we had to invest so we could emerge from the recession a stronger, refreshed brand, which is exactly what we did.
[dropshadowbox align=”center” effect=”curled” width=”650px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]
S3 Report: That strategy confirms what we know from the historical evidence during downturns.
Firms that budget marketing as a percent of sales during downturns follow a self-fulfilling prophecy. Sales go down and marketing goes down; because marketing is down, then sales go down more…and the cycle keeps going. In contrast, firms that invest boldly (and wisely) in marketing during downturns far outdistance themselves from competitors who have all cut budgets.[/dropshadowbox]
S3 Report: As you look back, what were the major changes you made to the franchises?
Kelly Roddy: Re-branding is never easy, recession or not. But, a franchise does not have to be a casualty of its own making or even its own inertia.
Our re-image ensured our franchise partners thrived, just as teams want their fans, sponsorship partners and the community to thrive.
Through innovative new menu items such as fresh-made salads and Cinnabons and a new service model in which we delivered food to tables, we changed more than just our look. We changed the perception of Schlotzsky’s.
Sports franchises must do the same. In fact, you might start by adding one of our Cinnabon, Carvel, Seattle’s Best or Auntie Anne’s brands at Focus Brands to your menu mix!
It was a tremendous challenge that required dedication not only from me, but the leadership in our brand and the entire franchise system. Through research and strategic planning, we updated the Schlotzsky’s brand and became a relevant, in-demand franchise.