SPORTS AND

ENTERTAINMENT
MARKETING
CONFERENCE

JANUARY 25-29, 2017

ORLANDO
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
WELCOME

Welcome to DECAs Sports and Entertainment Marketing Conference.

When you arrived in Orlando, Florida, you took a huge step towards
success. Theres 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 worlds premier destinations for family
entertainment.

Whether you are planning a career in sports and entertainment

marketing, competing in DECAs 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, Kate Anthony, 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.
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
speakers presentations using #DECASEM. Advisors/chaperones are requested to
sit with their students and assist with professional etiquette.
 CONFERENCE
AGENDA

WEDNESDAY FRIDAY SATURDAY

JANUARY 25 JANUARY 27 JANUARY 28
6:00 PM - 9:00 PM 8:45 AM 8:00 AM
Registration Sharp Aquos Theatre in Shuttle to Disneys
Universal CityWalk Transportation Center
opens. Please plan to
THURSDAY arrive by 9:00 AM.
JANUARY 26 DECA Day at Disney
9:15 AM
8:45 AM Sports Marketing
Sharp Aquos Theatre in Presentations by Florida 7:30 PM - 11:00 PM
Universal CityWalk Sports Executives Shuttle to Universals
opens. Please plan to 12:30 PM Cabana Bay Beach
arrive by 9:00 AM. Lunch (On Your Own) Resort
9:15 AM
Entertainment Marketing
Presentations by SUNDAY
Universal Studios JANUARY 29
Executives
Departure
12:30 PM
Lunch (On Your Own)
8:00 PM
Blue Man Group
Performance
ENTERTAINMENT
MARKETING
PRESENTATIONS

ERIC GRAY
DIRECTOR OF SOCIAL MEDIA | @THEERICGRAY

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 by @BarackObama himself (or Obamas team of social media interns).

KRISTEN ONG
VICE PRESIDENT OF MARKETING AND
EXPERIENCE TRANSFORMATION

Kristin Ong began her career with The Walt Disney Company in human
resources as a college recruiter, hiring college students into the internship
program. After two years, Kristin transitioned into resort operations where
she spent the next eight years in various leadership roles in front office
operations, including spending six months in Hong Kong on a task force
team for the opening of Hong Kong Disneyland in 2005. Throughout her experience in resort operations,
she led various teams, inclusive of leaders and frontline employees, that ranged from 17 to 200. In 2009,
Kristin joined products and services at Walt Disney World, which was at the start of the consumer facing
MyMagic+ transformation. Kristin spent six years in products and services in various roles including
integration and product development. She concluded her time at Walt Disney World as director of
products and services leading guest facing product development. In May 2015, Kristin joined Universal
Orlando Resort as Vice President, Marketing & Experience Transformation, focused on the digital
transformation strategy and efforts across Universal Parks & Resorts.
JENNIFER AVERY
DIRECTOR OF CONSUMER INSIGHTS | @VERYJAVERY

Jennifer Avery is a market research professional with more than a decade

of experience in consumer insights. At Universal Orlando, Jennifer heads
up strategic research. She oversees qualitative and quantitative projects
for internal clients in Sales and Marketing, Operations, and Creative on
practically any topic where the guest perspective is needed. Prior to joining
UO, Jennifer led the analytic division of a boutique shopper insights firm specializing in
point of purchase intercepts and purchase decision-making studies for Fortune 500 clients in consumer
packaged goods, technological services, and global retail. Jennifer has a PhD in anthropology, has
taught undergraduate courses on cultural and biological anthropology and research methods, and has
published primary research on educational policy, economic globalization, urban transportation, and
virtual business organization. She has conducted fieldwork in the urban U.S. and rural Costa Rica.

ERIC MARSHALL
VICE PRESIDENT OF PARK SALES

Eric Marshall has worked at Universal Orlando Resort since 1998. 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 1991. 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.

What was the most interesting fact you learned

today? Share it with @DECAInc and use #DECASEM.
SPORTS
MARKETING
PRESENTATIONS

CHRIS DORSO
SENIOR VICE PRESIDENT OF SALES AND OPERATIONS
ORLANDO MAGIC

Chris DOrso enters his 28th season with the Orlando Magic and was
promoted to senior vice president of sales and operations in July 2012.
His responsibilities include overseeing the day-to-day operations of sales
for the Amway Center including ticket sales, hospitality, tourism, Junior
Magic, camps, retail, and ticket operations for both the Orlando Magic and Amway Center.
A mainstay in the organization since the teams inception, DOrso joined the Magic in 1989 as the
promotions/publicity coordinator. After two seasons in that capacity, he moved into the sponsorship
sales department as a corporate account manager for the next three years. In 1994, DOrso was promoted
to the assistant director of marketing position, and in 1998 was promoted to director of marketing.
He served as director of ticket sales and marketing from 1999, and was promoted to vice president of
marketing and sales in 2002, 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 2012. DOrso
graduated in 1988 from Fairfield University with a bachelors degree in communications.

MARY STACK
VICE PRESIDENT, MARKETING STRATEGY,
THE GOLF CHANNEL | @MARYKSTACK

Mary Stack is Vice President, Marketing Strategy at the Golf Channel, where
she oversees the strategic development and planning of all marketing
initiatives through analytics and data. In her role, she is responsible for
providing strategic direction and oversight of all marketing channels in
order to increase reach and effectiveness of marketing campaigns. Prior to
Golf Channel, Mary was Vice President, Media Planning and Partnerships at Discovery Communications
in Silver Spring, Md., where she managed both an internal and external media team in support of all
networks. Before Discovery, Mary was Associate Director, Media Strategies at ESPN. In that role she
managed a media budget in support of leagues, sports, and all ESPN networks.

Lets see a #DECASEM selfie with your favorite

presenter of the day.
SCOTT CARR
EXECUTIVE ASSOCIATE ATHLETIC DIRECTOR AND
CHIEF MARKETING OFFICER, UCF ATHLETICS
@JUSTINSC617

Scott Carr joined the UCF Knights as Executive Associate Athletic Director/
CMO in February 2016. Prior to his tenure at UCF, Carr served as Senior
Associate Athletic Director for External Affairs at Auburn University. With
the Knights, Carr oversees the Communications, Fan Development and Video
Services units. At Auburn, Carr was responsible for the external affairs of the athletics department. He
had direct oversight of the marketing and promotions department, including ticket sales, ticket office,
event management and community relations. He was responsible for the game-day experience at all
sporting events and dealt with all athletics department contracts including but not limited to ISP, Under
Armour, and Sodexho (concessions). He joined the Auburn staff in August 2009. Scott Carr is a native of
Gainesville, Fla., and earned his undergraduate business management degree from the University of
Florida in 1995 followed by a masters in sports management in 1997.

CATHY WEEDEN
CHIEF MARKETING OFFICER, FLORIDA CITRUS SPORTS
@CATHYWEEDEN

Cathy Weeden is Chief Sales and Marketing Officer for Florida Citrus Sports
(FCS), the Orlando not-for-profit community organization that runs the
Buffalo Wild Wings Citrus Bowl, Russell Athletic Bowl, Camping World Kickoff
and Florida Blue Florida Classic. In this capacity she oversees all membership
sales, sponsorship sales, marketing, and communications efforts including
the sponsorship sales for Camping World Stadium.

Weeden joined FCS from IMG College where she oversaw IMGs sales and marketing responsibilities at
Florida, Florida State, UCF, USF and Miami in the sunshine state, while also working with Southern Miss,
UAB, the University of South Alabama and Troy. Prior to joining IMG College, she served as Senior Vice
President and General Manager of Fox Sports Florida and Sun sports, two regional sports television
networks serving the state of Florida.
NOTES
NOTES
 DECA PREPARES EMERGING
LEADERS AND ENTREPRENEURS IN
MARKETING, FINANCE,
HOSPITALITY AND MANAGEMENT

OUR GUIDING PRINCIPLES

DECAS 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.