SPORTS AND ENTERTAINMENT MARKETING CONFERENCE JANUARY 31 - FEBRUARY 4, 2018 ORLANDO

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1 SPORTS AND ENTERTAINMENT MARKETING CONFERENCE JANUARY 31 - FEBRUARY 4, 2018 ORLANDO

2 CLASSROOM CONNECTION This conference will reinforce concepts taught in sports and entertainment marketing courses. Universal Studios and Florida sports executives will share information with students to help them: Describe the nature of target marketing in sports and entertainment marketing Describe pricing issues associated with sports and entertainment products Explain advertising media used in the sports and entertainment industries Explain the use of licensing in sports and entertainment marketing Explain career opportunities in sports and entertainment marketing Explain the need for sports and entertainment marketing information Identify out-of-the-box sales promotion ideas for sports and entertainment events Identify ways to segment sports and entertainment markets Measure economic impact of sports and entertainment events

3 WELCOME Welcome to DECA s Sports and Entertainment Marketing Conference. When you arrived in Orlando, Florida, you took a huge step towards success. There s no better place to learn about the hottest industry in the marketing field than the home to world-class professional and college sports and one of the world s premier destinations for family entertainment. Whether you are planning a career in sports and entertainment marketing, competing in DECA s Sports and Entertainment Marketing competitive events or simply want to learn more, you are at the right place to connect with leading sports and entertainment marketing executives. Use #DECASEM on Twitter and Instagram and make sure you are part of the conversation on social media! DECA thanks Eric Marshall, Keith Stiff, Austin Montgomery, Sandy Persons and Universal Orlando and Wendy Snelson, Katie Curcio and Walt Disney World for their commitment to the 605 conference attendees. Thanks also to the local sporting organizations in the greater Orlando area for contributing to the educational framework of the conference. Visit decadirect.org for all the latest conference highlights.

4 CODE OF CONDUCT DRESS CODE BUSINESS CASUAL ATTIRE FOR CONFERENCE ACTIVITIES Casual slacks (e.g., Dockers), blouse or shirt, socks and casual shoes. Jeans, shorts, t-shirts and flip flops are not acceptable in business casual attire. ATTIRE FOR TOURING ON YOUR OWN Casual slacks, jeans or shorts with blouse, shirt or t-shirt. Shoes are required. No tanks tops. THE FOLLOWING ARE UNACCEPTABLE DURING DECA ACTIVITIES: Skin-tight or revealing clothing, midriff-baring clothing, clothing with printing that is suggestive, obscene or promotes illegal substances, athletic clothing, swimwear. Students inappropriately dressed will be sent back to their rooms to change; an adult supervisor will be asked to accompany that student. Advisors/Chaperones are asked to assist with the dress code enforcement. PROFESSIONAL ETIQUETTE Please only use cell phones to engage in social media activities relevant to the speaker s presentations using #DECASEM. Advisors/chaperones are requested to sit with their students and assist with professional etiquette.

5 CONFERENCE AGENDA WEDNESDAY JANUARY 31 6:00 PM - 9:00 PM Registration THURSDAY FEBRUARY 1 8:45 AM Sharp Aquos Theatre in Universal CityWalk opens. Please plan to arrive by 9:00 AM. 9:15 AM Entertainment Marketing Presentations by Universal Studios Executives 12:30 PM Lunch (On Your Own) 8:00 PM Blue Man Group Performance FRIDAY FEBRUARY 2 8:45 AM Sharp Aquos Theatre in Universal CityWalk opens. Please plan to arrive by 9:00 AM. 9:15 AM Sports Marketing Presentations by Florida Sports Executives 12:30 PM Lunch (On Your Own) SATURDAY FEBRUARY 3 8:00 AM Shuttle to Disney s Transportation Center DECA Day at Disney 7:30 PM - 11:00 PM Shuttle to Universal s Cabana Bay Beach Resort SUNDAY FEBRUARY 4 Departure

6 ENTERTAINMENT MARKETING PRESENTATIONS ERIC MARSHALL VICE PRESIDENT, PARK SALES UNIVERSAL ORLANDO RESORT Eric Marshall has worked at Universal Orlando Resort since He started his career in the Group Sales department and has held a variety of positions over the last 18 years. In his current role, he oversees in-market sales, domestic wholesale accounts, student and youth programs, event sales and management, military sales, corporate sales and the sales team for the Blue Man Group show at CityWalk. Prior to joining Universal Orlando Resort, Eric worked in the sports business, where he spent the first several years of his career as the ticket manager for Florida Citrus Sports. He then moved to Atlanta and spent two years as a regional ticket manager for the Atlanta Olympic Games. Eric graduated from Rollins College with a degree in history in He is active in the local community and the travel industry, currently serving on the Rollins College Alumni Board and on the Student and Youth Travel Foundation Board. MANDY PENN SENIOR DIRECTOR OF RESORT MARKETING UNIVERSAL ORLANDO RESORT Mandy started her career walking through the same gates she still walks through today at Universal Orlando Resort. Twenty-six years later, she has held multiple positions in Attraction Operations Management, Training & Development and Sales & Marketing. In her current role, Mandy spends her days focused on developing and delivering strategic programs and products for the five Universal Orlando Resort Hotels. Since 2014, Mandy has successfully led the team in opening a new hotel every two years, and in August 2018, the next hotel will be opening when Universal s Aventura Hotel joins the portfolio. In 2020, the hotel portfolio will offer 9,000 rooms which is a 275% increase over the 2,400 rooms offered when Mandy started her role. Mandy graduated from the University of Central Florida with a bachelor s degree in organizational communications and a master s degree in business administration. Mandy is active in the hospitality community and serves on the Marketing Advisory Board for the HSMAI organization working with top marketing leaders in our industry providing guidance, best practices, and consultation to hospitality partners.

7 ERIC GRAY DIRECTOR OF SOCIAL UNIVERSAL ORLANDO RESORT Eric Gray is a 10-year veteran of social media with innovative companies like EA SPORTS, and now Universal Orlando Resort. He led the emerging Social Media Department for Universal Orlando Resort, responsible for customer engagement across all owned and earned social media channels. He has been a part of leading high impact social media campaigns like the Grand Opening of The Wizarding World of Harry Potter Diagon Alley. He and his team led the launch of the Universal Orlando Resort Social Media Engagement Center, helping Universal Orlando connect with its guests in real-time. He has also been a social media and content evangelist, speaking at multiple conferences around the country. This former sports radio producer turned social media marketer has a passion for brand building through fostering relationships and disruptive brand storytelling. Lastly, he was once retweeted BarackObama himself (or Obama s team of social media interns). AMANDA LOUGHEED STRATEGY MANAGER UNIVERSAL PARKS & RESORT Amanda Lougheed has come almost full circle at Universal, starting her career as a business strategy analyst who worked on the feasibility study for Volcano Bay. Amanda then became brand manager of Volcano Bay where she led the development of the marketing plans and strategies for the launch of the new water theme park, ensuring cross-functional collaboration among all Universal Orlando teams. Now, she is back on the strategy team with new global responsibilities as the Strategic Planning Manager for Universal Parks and Resorts, where she works on evaluating growth and development opportunities for Universal Orlando Resort and Universal Studios Japan. Amanda holds a master s degree in business administration from the University of Central Florida, and when she s not working on theme parks or volcanoes, she resides in Winter Garden, Fla., with her German Shepherd Roxy and fiancée Jeff. What was the most interesting fact you learned today? Share it and use #DECASEM.

8 SPORTS MARKETING PRESENTATIONS STEVE HOGAN CHIEF EXECUTIVE OFFICER FLORIDA CITRUS SPORTS Steve Hogan is the Chief Executive Officer for Florida Citrus Sports (FCS), a non-profit event management company that is responsible for producing various Central Florida-based events that generate economic impact and ultimately benefit at-risk children and educational initiatives. Hogan serves nationally as a Past Chairman of the Football Bowl Association and has served locally as chair of Leadership Orlando. Hogan started his employment at Florida Citrus Sports in 1995 in the events department. He worked his way up to become events manager, assistant executive director and ultimately interim executive director. After a nationwide search, Hogan was named the organization s Chief Executive Officer in Hogan is a graduate of Polk State College, and later the University of Central Florida. earning a bachelor s degree in advertising and public relations from the University of Central Florida in CHRIS MICHALOWSKI USPTA DIRECTOR OF EXPERIENTIAL LEARNING USTA NATIONAL CAMPUS Chris Michalowski ( Mick ), a member of the United States Professional Tennis Association, is currently the Director of Experiential Learning at the USTA National Campus in Orlando, Fla., a position he accepted in the summer of He oversees the National Campus internship program, which includes positions in teaching, retail, collegiate, events, video services and USTA-U. He is responsible for creating an environment where interns can prepare for their future careers, in addition to their departmental positions, by providing additional learning opportunities and face-to-face workshops, utilizing on campus experts and the executive staff as mentors. Michalowski is also responsible for turning the campus into a Learning Lab where interns, teaching pros and visiting coaches can come to learn the latest innovative ways to train and teach the game of tennis. Prior to his position at the USTA, he was the director of tennis at The Grand Traverse Resort and Spa, in Traverse City, Mich.

9 CHRIS D ORSO SENIOR VICE PRESIDENT OF SALES AND OPERATIONS ORLANDO MAGIC Chris D Orso is in his 29th season with the Orlando Magic and was promoted to senior vice president of sales and operations in July His responsibilities include overseeing the day-to-day operations of sales for the Amway Center. A mainstay in the organization since the team s inception, D Orso joined the Magic in 1989 as the promotions/publicity coordinator, but has also served as corporate account manager, assistant director of marketing, director of marketing, director of ticket sales and vice president of marketing and sales, a position he held for seven years. In 2009, he was named vice president of sales and ticket operations and promoted to senior vice president of sales and operations in D Orso graduated in 1988 from Fairfield University with a bachelor s degree in communications. JONATHAN (JON) KROPP VICE PRESIDENT OF DIGITAL MEDIA GOLF CHANNEL Kropp joined Golf Channel in 2016 as vice president of digital media, tasked with overseeing strategic and operational initiatives to broaden the network s range of digital offerings. Prior to joining Golf Channel, he launched J Kropp Media & Strategy, advising companies on strategy development, television and digital media programming, partnership negotiations and business development. Previously, Kropp spent more than 15 years as a Turner Sports executive, immersed in various aspects of the organization s sports media portfolio, including PGATOUR. com and PGA.com. He earned an Emmy Award for his work alongside Turner s production team by creating content to be distributed across multiple platforms. Kropp holds a master s degree in business administration, as well as a master s certificate in international sports business and economics, from Georgia Institute of Technology s College of Management. He earned his bachelor s degree in mathematics from Bates College (Maine) where he was a member of the men s lacrosse team. Let s see a #DECASEM selfie with your favorite presenter of the day.

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12 DECA PREPARES EMERGING LEADERS AND ENTREPRENEURS IN MARKETING, FINANCE, HOSPITALITY AND MANAGEMENT OUR GUIDING PRINCIPLES DECA S COMPREHENSIVE LEARNING PROGRAM An integral component of classroom instruction, DECA activities provide authentic, experiential learning methods to prepare members for college and careers. DECA members put their knowledge into action through rigorous project-based activities that require creative solutions with practical outcomes. Partnerships with businesses at local and broader levels provide DECA members realistic insight into industry and promote meaningful, relevant learning. As in the global economy, a spark of competition drives DECA members to excel and improve their performance. DECA PREPARES THE NEXT GENERATION TO BE DECA members are ambitious, high-achieving leaders equipped to conquer the challenges of their aspirations. Recognizing the benefit of service and responsibility to the community, DECA members continually impact and improve their local and broader communities. DECA members are poised professionals with ethics, integrity and high standards. DECA members are empowered through experience to provide effective leadership through global setting, consensus building and project implementation.