milb™ innovators summit - september 23 26, 2019 · 2019. 9. 17. · 10:10 a.m. tdc’s registered...

1@MiLBSpEvents /MiLBSpEvents | MiLBInnovatorsSummit.com | #MiLBIS

SEPTEMBER 23 26, 2019EL PASO CONVENTION CENTER

EL PASO, TEXAS

Partners.................................................................................... 1

Summit Agenda....................................................................... 2

Monday, September 23: Agenda............................................. 4

Monday, September 23: Session Descriptions........................ 5

Tuesday, September 24: Agenda............................................. 8

Tuesday, September 24: Session Descriptions........................ 9

Wednesday, September 25: Agenda....................................... 32

Wednesday, September 25: Session Descriptions.................. 33

Thursday, September 26: Agenda........................................... 40

Thursday, September 26: Session Descriptions...................... 41

1 @MiLBSpEvents /MiLBSpEvents | MiLBInnovatorsSummit.com | #MiLBIS

PRESENTING PARTNERS

SUPPORTING PARTNERS

experiential PARTNER


SUMMIT AGENDA

MONDAY, SEPT. 23 EVENT LOCATION

9 a.m. – 4 p.m. Registration Mount Franklin Lobby

10 a.m. – 3 p.m. Ticketing Symposium,presented by Tickets.com Summit Room (Abraham Chavez Theatre)

Noon – 1 p.m. Lunch Abraham Chavez Theatre Lobby

3:30 – 6:30 p.m.MiLB CommUNITY Service Project,

presented by Musco Sports Lighting and Uncle Ray’s

Armed Services YMCA of El Paso

7 – 8 p.m. Trade Show Happy Hour, presented by Applegate Trade Show Floor (Hall B)

TUESDAY, SEPT. 24 EVENT LOCATION


7:30 – 8:45 a.m. Newcomers Breakfast, presented by Destination El Paso Paso Del Norte Lobby

7:30 – 8:45 a.m. Trade Show Breakfast, presented by Destination El Paso Trade Show Floor

9 a.m. – 2 p.m. Symposiums†Summit Room, Juárez Rooms A-C & D-F,

Rio Grande Rooms A, B & C, and Southwest University Park

11:30 a.m. – 12:30 p.m. Trade Show Lunch Trade Show Floor

2:30 – 3:15 p.m. Mountainside Chat Summit Room

3:30 – 5 p.m. Group Therapy Sessions Summit Room, El Paso Rooms AF, BE & CD, and Juárez Rooms AF & CD

6 – 8 p.m. MiLB Mixer Arts Festival Plaza and Sky Garden

Casual attire is suggested for all social events. | Schedule subject to change.† The Symposiums include: Community Relations; Executive, presented by Marc Taylor; Marketing; Operations, presented by HPM Leadership; Promotions; Ticketing, presented by Tickets.com; and Video Production & Design.Note: The Executive Symposium is open only to those who RSVP’d in advance.


WEDNESDAY, SEPT. 25 EVENT LOCATION

7:45 – 9:45 a.m.Women in Baseball:

Coffee & Connections, presented by Jostens

Rio Grande Room


8:30 – 9:45 a.m. Trade Show Breakfast Trade Show Floor

10 a.m. – Noon Summit Presentations Summit Room

Noon – 1:30 p.m. Trade Show Lunch Trade Show Floor

1:45 – 2:45 p.m. Team Building: Improv Workshop Paso Del Norte Lobby

3 – 5 p.m. OPEN Sessions El Paso Rooms AF, BE & CD, and Juárez Rooms AF, BE & CD

5:30 – 7:30 p.m. MiLB Charities Social Trade Show Floor

THURSDAY, SEPT. 26 EVENT LOCATION


8 – 8:45 a.m. Trade Show Breakfast Trade Show Floor

9 a.m. – Noon Golden Bobblehead Awards Finalist Presentations Summit Room


1:30 – 3 p.m. Summit Presentations Summit Room

3:30 – 4:30 p.m. MiLB OPEN Session Summit Room

4:30 – 5:45 p.m. Yappy Hour, presented by OC Sports Convention Center Plaza

6 – 9 p.m. Ballpark Outing Southwest University Park

SUMMIT AGENDA

Casual attire is suggested for all social events. | Schedule subject to change.


TIME EVENT LOCATION9 a.m. – 4 p.m. Registration Mount Franklin Lobby

10 a.m. – 3 p.m. Ticketing Symposium,presented by Tickets.com

Summit Room(Abraham Chavez Theatre)

Noon – 1 p.m. Lunch Abraham Chavez Theatre Lobby

3:30 – 6:30 p.m.MiLB Community Service Project,

presented by Musco Sports Lightingand Uncle Ray’s

Armed Services YMCAof El Paso

7 – 8 p.m. Trade Show Happy Hour,presented by Applegate

Trade Show Floor(Hall B)

MONDAY, SEPTEMBER 23SCHEDULE


TIM SNYDERVice President of Business Development, Tickets.com

Ticketing Symposium Abraham Chavez Theatre

As vice president of business development, Snyder oversees Tickets.com’s efforts in the areas of new business acquisition and client retention. Snyder has over 30 years of ticketing and business development experience, including an extensive background in client services and ticket operations. Snyder joined Tickets.com in July 2010 as vice president of service delivery.

Prior to joining Tickets.com, Snyder was with Ticketmaster for over 19 years, most recently serving as senior general manager overseeing the Cleveland, Columbus and Pittsburgh markets. Snyder began his ticketing career at the Breakaway Theater in

Akron, Ohio, before working for both the Cleveland Orchestra and the Cleveland Cavaliers NBA basketball team.

TICKETING SYMPOSIUM,presented by Tickets.com

EMCEE


10:10 a.m.TDC’s Registered Developer ProgramCheryl Hawa, Manager of Client Services and Fulfillment,Tickets.com

Listen in on an overview of the Registered Developer Program (RDP), what it is, how it works, how to navigate the integrators and more!

10:45 a.m.Nuts & Bolts: Configuring Membership and Loyalty Programs for ProVenueKatherine Walch, Manager of Business Development,Tickets.com

With an eye toward creating brand loyalty, incentivizing behavior and retaining valuable subscriber patrons, join Tickets.com as they provide a complete step-by-step walkthrough of building a loyalty and membership program in ProVenue. This session is intended to help provide basic familiarization with standard terms and concepts introduced in

their Membership and Loyalty offering. It is not intended to offer any guidelines to how an organization might proceed with the development of their own program(s).


11:30 a.m.More Sales, Less SellingJamie Hernandez, Vice President of Partner Success, Fevo

Amplify your single game initiatives, marketing efforts, and group sales campaigns with Fevo. Learn how your counterparts at the Lehigh Valley IronPigs, Round Rock Express and others are leveraging best practices to sell more tickets and generate more revenue.


2:15 P.m.Tips & Tricks from ProVenue SupportCheryl Hawa, Manager of Client Services and Fulfillment,Tickets.com

Join Tickets.com for a session highlighting some of ProVenue’s coolest features that will help streamline ticket inventory management and patron data. This session will show different ways to use existing functionality that may not be used to full potential.

1 P.m.ProVenue Product Suite Update: Catch Up on New and Upcoming FeaturesKatherine Walch, Manager of Business Development,Tickets.com

Tickets.com understands the importance of exceeding the demands of ticket buyers, which is why they deliver products that are innovative and cutting edge. Join in for an overview of new and upcoming features in ProVenue and MyProVenue. Are you taking full advantage of all that’s being offered?

1:45 P.m.Payment Perks: Enabling Fansto Pay with PointsTy Tyree, Vice President of Loyalty Product, FIS

Fans love perks. Teams love their fans. Find a convenient way to boost the fan experience before they walk through the gates. FIS is unveiling a brand-new benefit available in partnership with Tickets.com for online ticket purchases.




7:30 – 8:45 a.m. Newcomers Breakfast,presented by Destination El Paso Paso Del Norte Lobby

7:30 – 8:45 a.m. Trade Show Breakfast,presented by Destination El Paso Trade Show Floor

9 a.m. – 2 p.m. Symposiums†Summit Room,

Juárez Rooms A-C & D-F,Rio Grande Rooms A, B & C,

and Southwest University Park

11:30 a.m. – 12:30 p.m. Lunch Trade Show Floor

2:30 – 3:15 p.m. Mountainside Chat Summit Room

3:30 – 5 p.m. Group Therapy SessionsSummit Room,

El Paso Rooms AF, BE & CD, and Juárez Rooms AF & CD

6 – 8 p.m. MiLB Mixer Arts Festival Plazaand Sky Garden

TUESDAY, SEPTEMBER 24SCHEDULE


COURTNEY NEHLSAssistant Director of Community Engagement, Minor League Baseball

Community Relations Symposium Rio Grande Room A

Nehls manages the development and implementation of programs, activities, partnerships and other strategic endeavors that activate Minor League Baseball Charities, the in-house 501(c)(3) charitable organization of Minor League Baseball.

Prior to joining Minor League Baseball in 2014, Nehls spent five seasons as manager of game entertainment for the Tampa Bay Rays, and one year with the Fresno Grizzlies as director of sponsorship services.

Nehls is a Big Sister with Big Brothers Big Sisters of Tampa Bay and has been matched with her Little for more than four years. She is also on the Board of Directors of Girls on the Run Tampa Bay. A native of Spring, Texas, Nehls graduated from California State University, Fresno with a Bachelor of Arts in mass communications and journalism and a minor in marketing. During her time in college, she played Division I tennis.

COMMUNITY RELATIONS SYMPOSIUMEMCEE


9:05 a.m.MiLB Charities Recap & DiscussionCourtney Nehls, Assistant Director of Community Engagement, Minor League Baseball

Courtney will briefly review what took place for MiLB Charities in 2019, discuss plans for 2020 and then open it up to the group to discuss industry best practices and how MiLB as a whole can better serve our communities. Attendees are encouraged to use this time to ask Courtney questions, brainstorm with each other and network with fellow community-minded executives.

COMMUNITY RELATIONS SYMPOSIUM

9:45 a.m.#CalfeeCares: Branding Our Community Relations Efforts as a PriorityBetsy Haugh, General Manager, Pulaski Yankees

Hear about how the Pulaski Yankees took a branded approach to a new community relations plan that led to major increases in charitable donations and volunteer hours, while also increasing fan engagement.

10:15 a.m.Puzzle Piece PlayhouseChristina Moore, Director of Community Relations & Entertainment, Brooklyn Cyclones

Being inclusive means much more than just having a wheel chair ramp or hosting a Pride night. For the 2019 season, the Brooklyn Cyclones created a first-of-its-kind sensory safe luxury suite, so that children with Autism Spectrum Disorder – as well as their families – would be able to enjoy a night at the ballpark in a safe and welcoming environment, specifically designed to cater to their needs. Find out how your organization can make everyone feel comfortable as they root, root, root for the home team!


COMMUNITY RELATIONS SYMPOSIUM

11 a.m.Building Communities, Building Awareness and Building RevenueTom Baxter, Manager of Fundraising & Community Engagement, Hartford Yard Goats

Hartford Yard Goats Tom Baxter will share strategies for creating partnerships that empower charities and non-profits to raise funds at the ballpark, and help to sell tickets and drive revenue at the same time.

12:30 P.m.In-House Charitable FoundationsCourtney Nehls, Assistant Director of Community Engagement, MiLB (Moderator)Jenna Byrnes, Senior Vice President, Oklahoma City DodgersMatthew Carr, Attorney, Frost Brown ToddGreg Coleman, President, Erie SeaWolves

The panel will discuss the benefits and challenges of having an in-house 501(c)3 charitable foundation with your Minor League Baseball organization. They will also discuss the process of starting a foundation and the person experience and challenges they have faced.

1:15 P.m.Around the Horn

This is your opportunity to share your best ideas, promotions, events and campaigns related to your specific role. Make sure that what you share is UNIQUE and/or CREATIVE, and be ready to share results.


JUSTIN GORSKIVice President of Marketing, Tulsa Drillers

Marketing Symposium Rio Grande Room B

Originally from upstate New York and a graduate of Western New England University, Gorski moved to Tulsa in 2010 for the opening of the Tulsa Drillers new downtown stadium, ONEOK Field. Starting as an intern, Justin has progressed through the organization and is currently the vice president of marketing.

Gorski oversees all the marketing, advertising, social media, promotions and entertainment in addition to being a significant part of the sales team. Plus, he works hard to keep his blue bull best friend Hornsby out of trouble! You can also find Justin on-field during

games as the #DrillVille MC. Since he joined the Drillers, the organization has won three Texas League Organization of the Year Awards, the Bob Freitas Double A Organization of the Year, a Golden Bobblehead Award for Best In-Game Promotion and GameOps.com Honorable Mention for Best In-Game Entertainment.

MARKETING SYMPOSIUMEMCEE


9:05 a.m.Don’t Half Ass It: Think BIG!Justin Gorski, Vice President of Marketing, Tulsa Drillers

Everyone is looking for those Golden Bobblehead Moments. Why stop with a simple idea? Take it to the next level! Think outside the box, use all your assets and run with it.

MARKETING SYMPOSIUM

10:05 a.m.Content For All: Impactfully Telling the MiLB StoryBrad Friedman, Coordinator of Social Media Marketing, Minor League BaseballEvan Moesta, Manager of Multimedia, Carolina Mudcats

Over 40 million fans attend Mi LB games every season for about as many reasons. If MiLB’s industry-leading brand of fun continues to drive it forward, and garner national exposure along the way, MiLB’s collective content strategy should mirror the root of its success. We explore how telling the best story will add value to your organization.

9:35 a.m.The Worcester Red Sox Booster ClubMatt Levin, Controller & Chief Technology Officer, Pawtucket Red SoxSteve Oliveira, Director of Worcester Operations, Pawtucket Red Sox

The Pawtucket Red Sox will share their strategies in maintaining their current fanbase while collecting new user data as they move to a new ballpark/city/state in 2021. By developing a fan club & loyalty program called The Worcester Red Sox Booster Club, the team is working towards creating and engaging with fans in new and creative ways, well before their move to Worcester, Massachusetts.


11 a.m.Marketing Premium Experiences by Targeting Popular Audience SegmentsMichael Keedy, Director of Strategic Planning & Projects, Toledo Mud Hens

Learn about the Toledo Mud Hens aggressive marketing campaign to sell more than 12,000 advanced tickets through premium experiences to their most popular audience segments – Families with Children and Empty Nesters (Family Night Out, Date Night, Friends Night Out).

12:30 P.m.Navigating the Waters of Media Trades: Become a Media MarinerLance Restum, Director of Marketing & Media Relations, Arkansas Travelers

Every ocean looks the same until you see the shore. Learn the navigation strategy to keep you from getting lost at sea and take home an action plan to become a Media Mariner! Learn the different types of media, how to use them to your team’s advantage, and how to do it for little to no out of pocket cost! Did you know YOU are a Media outlet? And a more powerful one than you might think. Go Behind the scenes and learn how media outlets work, what is there

ultimate goal, and how you can play the game. And finally, understand how to set up the DEAL – Find the right person, do their job for them, and pat them on the back for the great work they (think) they did! PLUS, take home a list of suggestions, tips, and best practices to OWN your market.

MARKETING SYMPOSIUM

1 P.m.Around the Horn



ANDY SHULTZAssistant Director of Baseball Operations, Minor League Baseball

Operations Symposium Juárez Room D-FSouthwest University Park

Shultz manages a number of facets of baseball operations, including Professional Baseball Agreement (PBA) compliance, day-to-day operations of the Gulf Coast League, facility standards and the on-field uniform program. Shultz assists with the administration of the Dominican Summer League and serves as the administrator for the MiLB Umpire Training Academy. In addition, he oversees the day-to-day building operations and facilities of the Minor League Baseball offices.

Shultz joined Minor League Baseball in 2007 as a Field Evaluator/Instructor with MiLB Umpire Development before transitioning into the baseball operations department in 2010. He began his career in Minor League Baseball as an umpire from 1996-2003, working in the Gulf Coast, Midwest, Carolina, Eastern and International Leagues, along with offseason assignments in the Florida Instructional League, International Baseball League Australia, Dominican Winter League and Arizona Fall League. Following his umpiring career, he spent two years in corporate sales with an independent baseball ownership group.

Shultz is a native of Lancaster, Pennsylvania. He currently resides in Palm Harbor, Florida, with his wife, Katie.

OPERATIONS SYMPOSIUM,presented by HPM Leadership

EMCEE


9:35 a.m.Building Social Spaces and Neighborhoods in Your BallparkDave Oster, President, Oster InVents

Long-time MiLB executive Dave Oster will teach you how to develop and utilize unique spaces in your stadium. And discuss how those spaces will increase revenue while also creating more supply and demand for your tickets.

9:05 a.m.If You Build It, Will They Come? Lessons Learned From Building and Renovating Many Fields of DreamsMike Lanier, President, HPM LeadershipAlan Butler, Senior Program Manager, HPM Leadership

Many factors, multiple stakeholders and much pressure go into building a new facility or renovating an existing stadium. The keys to success come through the intersection of attendance numbers, fan experience, local economic impact, player development and owners’ expectations. But all that doesn’t happen by chance. You have to have an experienced owners’ representative sitting on your side of the table even before designs are drawn and certainly before a shovel hits the ground. Through

dozens of projects specifically geared to sports venues, HPM has learned the hard lessons of communication and coordination between the organization and the public entities which often provide funding, land or other resources. This presentation will focus on recent HPM case studies involving MiLB stadiums – some with community recreation and/or MLB components and with significant input and resources provided by local government entities. Come see for yourself if the voices in your head are urging you to build or renovate – and exactly what that may look like in terms of cost, time and collaboration.



12:30 P.m.Operations Facility Tour ofSouthwest University ParkDouglas Galeano, Senior Director of Ballpark Operations, El Paso Chihuahuas

Attendees will head over to Southwest University Park for a behind-the-scenes operations-focused tour of the El Paso Chihuahuas home.

11 A.m.Around the Horn


10:05 a.m.Game On: Integrating Outdoor Digital Signage into Stadiums and ArenasNick Belcore, EVP of Global Sales and Marketing,Peerless-AV

Providing a great fan experience occurs before, during, and after the main event. Deploying digital signage into a stadium or arena not only enhances the fan experience but can also improve stadium operations. Digital signage can help quickly deliver information to stadium visitors and employees, showcase the main event, assist in wayfinding, or incorporate video/photo technology to

allow for interactivity. However, taking digital signage outdoors can be tricky as there are a variety of factors that need to be factored into outdoor applications – harsh weather, dirt and dust, bright sunlight, and more. This presentation will focus on the creating an immersive stadium experience with digital signage. We will discuss the emerging trends of bringing display technology outdoors in a stadium or arena setting, how you can overcome the typical frustrations, and examples of successful installations around the country. Following this session, participants will understand the issues they may encounter when deploying outdoor signage at their stadium and how best to overcome them using the new technologies available today.



PHIL WRYEAssistant General Manager, Bowie Baysox

Promotions Symposium Rio Grande Room C

Wrye is currently the assistant general manager of the Bowie Baysox Baseball Club, AA Affiliate of the Baltimore Orioles. He oversees and directs the marketing, advertising and promotional efforts of the organization while integrating the efforts of all staff members to achieve yearly sales and attendance goals.

He started with the Baysox in 1999 as a group & ticket sales representative and was also the team’s on-field emcee until being promoted to assistant director of marketing prior to the 2001 season. After one season as the assistant director, he was promoted to director of marketing and

managed the marketing, advertising and promotional events for the club.

With his promotion to assistant general manager in 2006, Wrye has continued to direct the team’s marketing and promotional efforts along with integrating marketing into sales initiatives for group, season ticket, walkup and sponsorship sales. He handles advertising and promotional efforts for the club, has negotiated the addition of two new HD Video Boards to Prince George’s Stadium in recent seasons, handles game-day event planning, works with regional media outlets, contracts non-game day events for the stadium and serves as the club’s liaison to Minor League Baseball marketing staff for all national sponsorship contracts for the Baysox.

Wrye is married to his wife, Cindy, and live with their five-year-old daughter, McKenna, two-year-old daughter, Samantha, and recently adopted puppy, Mookie. Mookie was abandoned at the Baysox ballpark in late April 2019. Phil and his family thought it was fate and decided to make him a part of their family. He is also a fan of his hometown Boston sports teams and his favorite athlete is former Boston Bruins’ Defenseman Ray Bourque.

PROMOTIONS SYMPOSIUMEMCEE


9:05 a.m.Creating Experiences Equals Less Clutter & More SalesPhil Wrye, Assistant General Manager, Bowie Baysox

Phil will discuss how you and your team can create experience opportunities for your fans. These experiences can make your team more sales while creating less clutter around the house (and stadium) for everyone.

9:35 a.m.Are You NUTS? How Banning Peanuts Impacted the Hartford Yard GoatsTim Restall, President, Hartford Yard Goats

In February 2019, the Hartford Yard Goats announced a complete ban on peanuts at Dunkin’ Donuts Park… becoming the first venue in the country to do so. The story made national news headlines, garnering more than one billion media impressions, and sparked a national debate. But did the decision pay off?

PROMOTIONS SYMPOSIUM

10:05 a.m.Keeping Theme Nights and GamedayScripts FreshMorgan Olson, Manager of Community Engagement & Promotions, Fort Wayne TinCaps

In this session, Olson will be discussing how the Fort Wayne TinCaps break down as many aspects of a game as possible for theme nights, from headshot designs to costumes for promotions. She will also discuss how they put together their gameday script to keep things fresh for the first-time fan as well as the full-season ticket holder.


PROMOTIONS SYMPOSIUM



11 a.m.Why Can’t We Be Friends?Partnerships vs. PromotionsDanielle Gaw, Director of Corporate Partnerships, Nashville SoundsMary Hegley, Director of Entertainment, Nashville Sounds

The Montagues and Capulets, Kanye West and T-Swift (or literally anyone besides himself), Corporate Partnerships and Promotions. All are feuds as old as time. Many grievances in the promotions/entertainment world involve the statement “we have to do ____ because that’s what our sponsorship team sold”. In return, the partnership world says “why can’t the promotions team just do ___ because that’s what the partner wants?”

In this session, we will discuss success stories and shortcomings, and focus on actionable items to help bring together two departments to reach common goals. Learn how corporate sponsorship and promotions can work as a team to put on the best show that keeps fans engaged and partners happy. It’s all about finding the balance!

12:30 P.m.The Continuing Evolution of Specialty/Theme Night JerseysRobert Fountain, Deputy General Counsel, Minor League BaseballAndy Shultz, Assistant Director of Baseball & Business Operations,Minor League Baseball

As a follow-up to MiLB President & CEO Pat O’Conner’s May 2019 memo, this presentation is to provide information into one source and address areas of confusion for clubs.


NICOLE AMBROSINOManager of Ticketing, Major League Baseball

Ticketing Symposium Abraham Chavez Theatre

Ambrosino is in her 15th season with Major League Baseball. She is the day-to-day ticketing contact for all Minor League Baseball clubs. Nicole regularly checks-in and provides best practices to the clubs in the network to reach a goal of league-wide idea sharing and increased ticket sales. Prior to her time in ticketing, Nicole worked within MLB’s stats department overseeing gameday – the department’s stat tracking application - for the Minors.

A native New Yorker, Nicole currently lives in the great borough of Queens with her husband, Earl, and their son, Niko.

When she’s not in the office, you can find Nicole cheering on the New York Mets, running a half marathon or teaching yoga.


EMCEE


9:05 a.m.Ticketing Space UpdateMichael Luteran, Senior Director of Ticketing,Major League Baseball

Mike will give an update on the current state of the ticketing space, and its importance to the continued growth of the industry

9:45 a.m.Everybody’s Doing It: How Your Reps Should Be Using Video to Sell More Tickets NowBill Guertin, Co-Founder & Chief Learning Officer, Inspiration Sports Business Institute

Face-to-face is the #1 highest-converting way to sell, but Video is the only way for sales reps to SCALE their face-to-face interactions to reach hundreds, even thousands of prospects. In this step-by-step session, Bill Guertin will reveal the conversion secrets of the highest-producing sales videos, and how easy it is for your team’s reps to create unique, compelling videos using their own phones that move people

to their wallets. Don’t miss this vital, immediately-applicable session!

10:15 a.m.Using Data to Win-Back the 90% of Fans That ChurnVincent Ircandia, CEO & Founder, StellarAlgo

Across the sports and entertainment industry, 85-90% of single-game buyers don’t come back year over year. Using data to shape your sales and marketing efforts can be your secret weapon to personalizing your fans’ experiences, driving engagement, and increasing revenues. Leveraging the data you already collect on your fans can help you win-back 10-15% of your individual game buyers. Working with data can be overwhelming, which is why this session will focus on

best practices and use cases for using data to connect with the right fans, the right way, at the right time.



11 a.m.People, Product, Platform: How the Right Ticketing Platform Can Bring Your Ideas to LifeNick Seckerson, Senior Director of Ticket Sales & Service,El Paso Chihuahuas

Creating an effective ticket department begins with finding the right people then understanding what needs you can satisfy in your market. Now what? Fill the ballpark and monetize your creativity by partnering with the right ticket provider, like Tickets.com, that is invested in your team and brings your ticketing ideas to life.

12:30 P.m.Flash Sales: Turning “We Should Go”Into “We’re Going!”Jim Jarecki, Vice President & General Manager,West Michigan Whitecaps

This presentation will focus on how to create “buy it now or miss out on it” opportunities. Creating the awareness in your audience and pushing ticket inventory in a selected short period of time makes that decision-making process shorter, and more urgent.





JD DAVISDirector of Marketing, Corpus Christi Hooks

Video Production & Design Symposium Juárez Room A-CSouthwest University Park

Davis joined the Corpus Christi Hooks, first as the director of ballpark entertainment, in the fall of 2012 after two seasons with the Quad Cities River Bandits. With a background in theatre and video production, JD has found a home in sports marketing and promotions. When away from the ballpark, JD enjoys hiking with his wife Hilary, playing guitar and trying every taqueria in south Texas.

VIDEO PRODUCTION & DESIGN SYMPOSIUMEMCEE


9:05 a.m.Going Vertical With Social VideoJD Davis, Director of Marketing, Corpus Christi Hooks

As videographers, a lot of time our first reaction to vertical video is negative, but I want to talk about how embracing vertical can make your team stand out on social media. We’ll cover the do’s and don’ts of creating 9:16 video and discuss some tips that can help all of your social media videos.

VIDEO PRODUCTION & DESIGN SYMPOSIUM

9:35 a.m.¡A La Carga! Revitalizing the Caballeros de Charlotte from Design to Marketing and ExecutioNDavid Ruckman, Vice President of Entertainment,Charlotte Knights

The Charlotte Knights embarked on a rebrand of their Copa identity, Los Caballeros, prior to the 2019 season. This process aimed to revitalize all aspects of the Caballeros brand, including an all-new marketing and promotional strategy, a fresh approach to video and digital content, and a deeper connection to our community. Learn what steps the

Knights took to make Los Caballeros de Charlotte come to life in 2019 and beyond.

10:05 A.m.Win Over Colleagues and Create Advocates for Your Time and ValueJD Davis, Director of Marketing, Corpus Christi Hook (Moderator)Zach Betkowski, Manager of Corporate Partnerships, Lehigh Valley IronPigsKyle Guertin, Director of Video Production, Myrtle Beach PelicansEmily Williams, Director of Marketing, Sacramento River Cats


12:30 P.m.Cinema 4D: A Very, Very Beginner Intro to3D graphicsJuan Gutierrez, Senior Manager of Video & Digital Production, El Paso Chihuahuas

Cinema 4D is now subscription based and at a much more reasonably priced monthly fee. We will take a look at the software and how to create basic animations. We will also discuss how to leverage some newer 3D concepts with sponsors.

11 A.m.Around the Horn


VIDEO PRODUCTION & DESIGN SYMPOSIUM

1 P.m.Video Production & Design Facility Tourof Southwest University ParkJuan Gutierrez, Senior Manager of Video & Digital Production, El Paso Chihuahuas

Attendees will head over to Southwest University Park for a behind-the-scenes video production & design-focused tour of the El Paso Chihuahuas home.


JIM PAULFormer Owner, El Paso DiablosFounder, El Paso Seminar

Abraham Chavez Theatre

Jim Paul purchased the El Paso Diablos in 1975. This was also the same year he held the first unoffical El Paso Promotional Seminar, which ultimately became the Promotional Seminar before becoming the event you see today, the Innovators Summit.

Paul was an innovator, who helped the Diablos gain notoriety for both their attendance and their creative, off-the-wall promotions. He tried to have a promotion every single night, and came up with the concept of using a PA announcer to pump the crowd up, as well as the widespread introduction of “nachos” to baseball parks.

Join this session to hear stories from Jim Paul dating back to the mid-seventies through the late nineties. It will open your eyes to the fact that no matter how much things have changed, they have stayed the same. His innovative spirit has continued on throughout Minor League Baseball.

TUESDAY, SEPTEMBER 24, 2:30 P.M.MOUNTAINSIDE CHAT


Community RelationsEl Paso Room AF | 3:30 p.m.Putting the FUN in FUNdraisingWalter Nolan-Cohn, Director of Community Relations,Charleston RiverDogs

A group sale for the ticket office AND an opportunity to better your MiLB CommUNITY?! Tell us more! During this session we will discuss the do’s and don’ts of in-stadium fundraising including: prospecting and selecting groups, ensuring a successful and controlled aftermarket for tickets and most importantly, how to create a FUN environment that ensure you’ll see the same groups return and improve year after year.

Diversity & InclusionJuárez Room CD | 3:30 p.m.MiLB Pride: What Worked, What Didn’t and Where We’re Going NextBen Pereira, Associate of Diversity & Inclusion, MiLB

Please join us for a session co-moderated by MiLB’s Ben Pereira and You Can Play’s Sarah Kogod for an opportunity to discuss the MiLB Pride platform, the largest Pride celebration in sports. This year MiLB Pride featured 70 clubs hosting an event with over 150 local partners. Nearly 300k MiLB fans attended a Pride game in 2019. Join us to discuss key takeaways, successes, pitfalls and ideas for the future.

GROUP THERAPY SESSIONS

Fielder’s ChoiceJuárez Room AF | 3:30 p.m.PBEO®: How Can the Official Employment Service of MiLB Be Better?Paige Hegedus, Manager of Special Events & Affiliate Programming, Minor League Baseball

As the height of the hiring season begins, what are your thoughts on how we can revamp PBEO and the PBEO Job Fair to better fit your organization’s hiring needs? Come join this brainstorming session and share your hiring frustrations and successes as we look to launch a new version of PBEO in 2020.


PromotionsEl Paso Room CD | 3:30 p.m.Singing in the Rain: How To Entertain a Ballpark Full of Fans When the Sky OpensDavid Ratz, Director of Promotions & Special Events, Jacksonville Jumbo Shrimp

What’s your protocol when the tarp goes on? Does the promo team retreat to the locker room and pull out a deck of cards or do they grab their rain gear, rain games and head out to the field because they have a rain plan in place and know what to do? In this session we’ll take a look at and discuss what does a successful rain delay looks like (both with and with a video board to use).Sales & MarketingEl Paso Room BE | 3:30 p.m.Taking Your Marketing From Analog to Digital: Blending Traditional & New MediaAnthony Oppermann, Executive Director of Marketing& Promotions, Richmond Flying Squirrels

As the ways in which fans consume entertainment and information change, how are teams altering their marketing strategies to reach fans who are absorbed by new media? And where do existing relationships with radio, TV and print media partners fit into the mix? We’ll weigh the merits of traditional and new media in an attempt to strike a balance and reach as many fans as possible.


Video Production & DesignABRAHAM CHAVEZ THEATRE | 3:30 p.m.Logo Design Tips & TricksBrian Gundell, Principal/Creative Director,Brian Gundell Graphic Design Co.

Designing logos can be a daunting assignment— but neverfear, help is here! In this live demo presentation, Brian will share some of his best tips, tricks, and advice on logodesign, as well as some behind-the-scenes info about hisown process. Bring your laptops to follow along with thistutorial, take notes, or simply follow along, and don’thesitate to ask specific questions. From choosing fonts,cleaning up artwork for production, to best practices, this is

a presentation you won’t want to miss!


Community RelationsEl Paso Room AF | 4:20 p.m.Morphing Community Relations Efforts Into Revenue Opportunities (While Getting Caught Doing Something Good)Shannon Mitchell, Manager of Marketing & Community Relations, Augusta GreenJackets

There is a way to make sure you as a team function as a visible asset in your community, and in turn those efforts should drive revenue opportunities in your ballpark. This session will discuss how to get caught doing something good in your community, while ensuring that you are creating revenue channels for your business.

Diversity & InclusionJuárez Room CD | 4:20 p.m.Disabilities Inclusion Across MiLBJames Emmett, Founder & CEO,James Emmett & Company

This session will discuss the opportunities and challenges in building disability inclusion into all aspects of team operations. 25% of Americans have a disability. This represents a tremendous fan/employee base for your team. Attendees will actively discuss best practices on how to tap the amazing power of this community.


Fielder’s ChoiceJuárez Room AF | 4:20 p.m.These Were the Best Worst of TimesJacqueline Holm, General Manager,Quad Cities River Bandits

Help! Dealing with staff or resource shortages? Mother nature made a shit show of your season? Sales team falling flat? This brainstorming session is for those of us who are looking for ways to improve team performance, tips for organizing a successful crisis management strategy and cultivating ideas on becoming better leaders through adversity and the grind of the season.


PromotionsEl Paso Room CD | 4:20 p.m.FUN (Eff Up Nights) Sharing: Learning From and Laughing at Failures and MistakesChris Dillon, Director of Promotions and Community Relations, Hickory Crawdads

It’s easy to talk about successes and the things that go well. But what about the things that didn’t go so well? There is always lessons to learn from your mistakes. This session will focus on those missteps, allowing attendees to learn and laugh!

Sales & MarketingEl Paso Room BE | 4:20 p.m.Maximizing Group Sales Through Digital PropertiesEric Jarinko, General Manager, Greenville Drive

We all know the importance of online sales when it comes to single-game sales. However, with increasing technological capabilities it is just as important to focus on group sales online as well. This ranges from the way your website describes group options to your relationship with your ticket vendor to maximize your sales.


Video Production & DesignABRAHAM CHAVEZ THEATRE | 4:20 p.m.Ballpark Entertainment: Staying FreshJD Davis, Director of Marketing, Corpus Christi Hooks

Come discuss how you make sure the in-game entertainment at your stadium keeps the fans entertained all season long. From the video board to on-field promos, share your tips on implementing new ideas in your ballpark.


TIME EVENT LOCATION

7:45 – 9:45 a.m.Women in Baseball:

Coffee & Connections, presented by Jostens

Rio Grande Room


8:30 – 9:45 a.m. Trade Show Breakfast Trade Show Floor

10 a.m. – Noon Summit Presentations Summit Room


1:45 – 2:45 p.m. Team Building: Improv Workshop Paso Del Norte Lobby

3 – 5 p.m. OPEN Sessions El Paso Rooms AF, BE & CD, and Juárez Rooms AF, BE & CD

5:30 – 7:30 p.m. MiLB Charities Social Trade Show Floor

WEDNESDAY, SEPTEMBER 25SCHEDULE


ERIN O’DONNELLAssistant General Manager, Gwinnett Stripers

O’Donnell joined the Gwinnett Stripers in December 2018 as the assistant general manager. She is responsible for overseeing all advertising, sponsorship implementation, ballpark entertainment, digital and social media, media relations, community relations and merchandise.

With 13 years of Minor League Baseball experience, Erin previously spent one season with the Birmingham Barons (Double-A, Chicago White Sox), three seasons with the Sacramento River Cats (Triple-A, San Francisco Giants), five seasons with the Memphis Redbirds (Triple-A, St. Louis Cardinals), two seasons with the Northwest Arkansas Naturals (Double-A, Kansas City Royals) and two seasons in her native Corpus Christi with the Hooks (Double-A, Houston Astros).

O’Donnell graduated from Trinity University in San Antonio with degrees in both Business Administration (Marketing) and Communications, and with minors in Communication Management and History.

WEDNESDAY, September 25EMCEE


Rio Grande Room | 7:45 A.m.Presented by Jostens

Two years ago, Coffee & Connections was added to the agenda as an opportunity for attendees to gather before the day’s events to network with women in the industry. Last year, the event grew into an interactive educational session, designed to get women AND men in the same room talking to each other about the day-to-day challenges and triumphs of women in the baseball industry. Attendees also discuss and share ideas on how to promote gender inclusion in their organization.

Attendees of the 2018 Women In Baseball: Coffee & Connections event.

7:45 a.m. Networking Breakfast

8 a.m. Welcome Remarks by Pat O’Conner, President & CEO, Minor League Baseball

8:10 a.m. The Future is... Panel, moderated by Katie Woods,Assistant General Manager, Lancaster JetHawks

8:45 a.m. Interactive Workshop, led by Belicia Montgomery,Director of Diversity & Inclusion, Minor League Baseball

9:25 a.m. Round Table Discussions


10:35 a.m.The Road Ahead: Challenges and OpportunitiesAlan Ledford, President, El Paso Chihuahuas

El Paso Chihuahuas president Alan Ledford takes look at our industry, the challenges we must face, and the opportunities we can leverage.

PRESENTATIONS

11:10 a.m.Utilizing Chat Bots to Communicateand Capture Meaningful DataJenna Byrnes, Senior Vice President, Oklahoma City DodgersDon White, CEO, Satisfi Labs

Don and Jenna will discuss how AI can be leveraged to build scalable and deeper fan relationships to create new revenue streams for MiLB clubs.

10:10 A.m.Around the Horn

Each Symposium emcee will take the stage to share the best ideas that were shared in their respective tracks the day before. This will be a great opportunity to learn about the great things your peers accomplished in 2019.


1:45 P.m.Team Building: Improv WorkshopDavid Novick and the Jesters League of America Players

The Jesters League of America is an organization specializing in teaching and performing improv comedy. Improvisation is a hilariously fun and difficult art form that exercises your brain in ways you never thought possible.

This workshop will force you to step outside of your comfort zone, and will teach you about communication. Attendees will work on using an improvisational mentality to solve business issues.

PRESENTATIONS & TEAM BUILDING

11:35 a.m.Here, There and Pretty Much Everywhere: 2019 Ballpark Road Trip ReviewBen Hill, Senior Writer, MiLB.com

Over the past 10 seasons, MiLB.com’s Ben Hill has visited 177 Minor League ballparks. In 2019 he enjoyed three-night stays at each of the three new stadiums – Fayetteville, Amarillo and Las Vegas – while also visiting a healthy smattering of old favorites. In this presentation, a Promo Seminar-turned-Innovators Summit tradition, Ben recaps his season of ballpark travel.


Community Relations | 3 p.m.El Paso Room AF

Andy Imfeld, Director of Promotions & Community Relations, El Paso ChihuahuasChristina Moore, Director of Community Relations & Entertainment, Brooklyn CyclonesDestiny Whitmore, Manager of Community Relations, Nashville Sounds

OPEN SESSIONSOPEN Sessions are the epitome of open, active engagement among peers where the ideas are flowing. Broken up by department/responsibility, each session will allow peers to come together and discuss what matters most to them. OPEN is an acronym for Ongoing Professional Engagement Network, which means we hope that these conversations will continue year-round.

Marketing | 3 p.m.El Paso Room BE

Kyle Fritzke, Director of Marketing, Rocky Mountain VibesAshley Grotte, Director of Marketing, Harrisburg SenatorsJennifer Johnson, Director of Marketing, Frisco RoughRiders


OPEN SESSIONS

Promotions | 3 p.m.El Paso Room CD

Jessica Aveyard, Director of Entertainment, Winston-Salem DashJamie Bertram, Director of Marketing & Promotions, Lakewood BlueClawsCourtney Wright, Manager of Promotions, Charlotte Knights

Sponsorships | 3 p.m.Juárez Room CD

Greg Coleman, President, Erie SeaWolvesKat Deal, Assistant General Manager, Johnson City CardinalsEmily Jaenson, General Manager, Reno Aces


OPEN SESSIONS

Video Production & Design | 3 p.m.Juárez Room AF

Amy Johnson, Manager of Ballpark Entertainment, Corpus Christi HooksSteve Richards, Director of Ballpark Entertainment, Round Rock ExpressGabe Wasylko, Coordinator of Creative Services, Akron RubberDucks

Ticket Sales | 3 p.m.Juárez Room BE

Jeff Eiseman, President & Partner, Agon Sports & EntertainmentAdam English, Vice President & General Manager, Gwinnett StripersMatt Ingram, Assistant General Manager, Bowling Green Hot Rods



8 – 8:45 a.m. Trade Show Breakfast Trade Show Floor

9 a.m. – Noon Golden Bobblehead Awards Finalist Presentations Summit Room


1:30 – 3 p.m. Summit Presentations Summit Room

3:30 – 4:30 p.m. MiLB OPEN Session Summit Room

4:30 – 5:45 p.m. Yappy Hour, presented by OC Sports Convention Center Plaza

6 – 9 p.m. Ballpark Outing Southwest University Park

THURSDAY, SEPTEMBER 26SCHEDULE


ALLAN BENAVIDESGeneral Manager, Eugene Emeralds

Benavides just completed his tenth season as general manager of the Eugene Emeralds, and his 15th season in professional baseball. After graduating from the University of California at Santa Cruz in 1999, he worked for four years as a junior talent manager in Hollywood, where he worked directly with Penelope Cruz.

In December 2004, Allan chose to divert from his entertainment career path and move into sports. His interest in sports has always been fan-focused with an emphasis on unique and affordable family entertainment. He has taken an active role in the community and currently sits on the boards of the Emerald Valley Boys and Girls Club, the Ted Norman Memorial Baseball Complex and is the president of the Eugene Executives Association. Unbelievably, Allan is a

former Shall We Dance champion.

Benavides is a lifelong fan of the Los Angeles Dodgers. He enjoys spending downtime on the lake with his family, watching his son, Christian, wakeboard.

THURSDAY, September 26EMCEE


PRESENTATIONS

9 a.m.Golden Bobblehead Award Finalists

Finalists from the five Golden Bobblehead Award categories* will present to summit attendees on why they should win their respective category. Attendees will have the opportunity to vote for their favorite in each category. Winners will be announced at the Ballpark Outing Thursday night.

* Excludes “Best Specialty Jersey,” which was voted on by fans on MiLB.com.

1:35 P.m.A New Age of Media in the Attention EconomyMeredith Kinsman, Senior Vice President of Digital Strategy, OctagonWilliam Mao, Vice President of Media Rights Consulting, Octagon

Today’s ever-evolving media landscape has reinvented how fans consume content. As a result, brands face an opportunity to embrace these shifts to expand and engage with new and potential fans. Driven by sports media experts, this session provides an inside look into macro trends reshaping the industry such as viewership fragmentation, entrance of digital distributors, advertising dollar shifts, content production, consumer behavior and the value of data. Join us for a glimpse into the future of media and content.

2:05 P.m.Data by Dummies for DummiesAnkit Agrawal, Director of Business Intelligence & Strategy,Frisco RoughRidersAndy Milovich, President & General Manager, Frisco RoughRiders

Work smarter, not harder! The Frisco RoughRiders will share with you (at least) five simple data strategies that will grow revenues, improve efficiency and empower your entire organization!


PRESENTATIONS & MiLB OPEN SESSION

2:35 P.m.How Do We Unite Our Cities?Chris Singleton, Director of Community Outreach,Charleston RiverDogs

Unity is something that is so needed in our communities and especially in our ballparks. How do we unite our cities then? Hear from the Charleston RiverDog’s Director of Community Outreach, Chris Singleton on how each person, no matter their roles in baseball, can help unite their city.

3:30 p.m.MiLB OPEN SessionCourtney Nehls, Assistant Director of Community EngagementKatie Davison, Senior Vice President of Digital Strategy & Business DevelopmentBelicia Montgomery, Director of Diversity & Inclusion

The MiLB OPEN Session is your opportunity to learn about upcoming MiLB initiatives, offer insight and feedback, and ask questions of the MiLB office staff. This year’s session will cover a new disabilities inclusion initiative, the new eCommerce network and a Black Fan Engagement platform.

milb™ innovators summit - september 23 26, 2019 · 2019. 9. 17. · 10:10 a.m. tdc’s registered...

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