LOOK WHAT YOU CAN DO WITH A
Sports, Entertainment, Event — Management (SEEM) DEGREE FROM JWU.
Spotlights dimming before an unforgettable concert.
For more than 40 years, Johnson & Wales has been recognized by DECA’s National Advisory Board. Why? We support our student organizations and proudly offer scholarships up to full tuition for eligible DECA members!
Dramatic overheads revealing each move in a playoff game.
BECOME A CULTURE CREATOR. Go beyond what you know. Immerse yourself in the sports and entertainment field through industry-experienced faculty and experiential education opportunities. Build the life you want at JWU.
Create an experience that will thrill and captivate the crowd.
apply.jwu.edu
23-01-382 12/23
WELCOME TO
#DECASEM
Welcome to DECA’s Sports and Entertainment Marketing Conference! When you arrived in Orlando, you took a huge step towards success. There’s no better place to learn about the hottest industries in the marketing field than a city that is home to world-class professional and college sports and is also 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 about this exciting field, you are at the right place to connect with leading sports and entertainment marketing executives. Thank you to Universal Orlando Resort™ and the local sporting organizations in the greater Orlando area for their contributions to make #DECASEM a success. Enjoy this incredible experience!
ALEX ELLSWORTH
HOLLY HUSTON
TRINJAN KAUR
OLIVIA STEGNER
EVA SHAPIRO
High School Division President hsdecapresident
Central Region Vice President decacrvp
North Atlantic Region Vice President decanarvp
Southern Region Vice President decasrvp
Western Region Vice President decawrvp
COMPETE + WIN
DECA QUEST Track your participation in the conference through the GooseChase app and gain points towards awesome prizes while at #DECASEM. You’ll also be able to complete fun challenges in the parks to gain additional points. Complete as many missions as you can by 11:00 p.m. on Saturday for your chance to win.
Download the GooseChase iOS or Android app. Choose to play as a guest, or register for a personal account with a username and password of your choice. Search for and select the “DECA SEM Conference 2024” game, or search by game code BD18LW. If you’re playing as part of a team, create your team or select your team from the list if it’s already been created. If you’re playing individually, enter your name to begin.
CONFERENCE
SCHEDULE
WEDNESDAY JANUARY 31 8:00 AM
Bus to Disney Transportation Center
FRIDAY
FEBRUARY 2 8:30 AM
Sound Stage 18 Theatre in Universal CityWalk Opens
9:15 AM
Sports & Entertainment Marketing Presentations
Pre-Registration Required
6:00 PM - 9:00 PM
Registration
Including Universal Orlando™ executives and featured guest speakers
Cabana Bay Beach Resort™
6:30 PM - 11:00 PM Shuttle to Universal’s Cabana Bay Beach Resort
12:30 PM
Pre-Registration Required
Marketing GooseChase in the Park (On Your Own)
THURSDAY FEBRUARY 1 8:30 AM
Sound Stage 18 Theatre in Universal CityWalk Opens Located past the Universal Globe and next to Hard Rock Cafe®.
9:15 AM
Sports & Entertainment Marketing Presentations Including Universal Orlando™ executives and featured guest speakers
12:30 PM
Lunch (On Your Own)
SATURDAY FEBRUARY 3 8:00 AM
Bus to Disney Transportation Center for DECA Day at Disney Pre-Registration Required
6:30 PM - 11:00 PM Shuttle to Universal’s Cabana Bay Beach Resort Pre-Registration Required
Lunch (On Your Own) Marketing GooseChase in the Park (On Your Own)
SUNDAY
FEBRUARY 4 Morning
Departure
THURSDAY
LAUREN HOFFMAN
Senior Manager, Brand & Marketing Strategy Universal Orlando Resort What started as a college internship has grown into an outrageously fun career filled with wizards, dinosaurs, rollercoasters and so much more. During her 17-year tenure with Universal Destinations & Experiences, Lauren has led the marketing launches for The Wizarding World of Harry Potter™ in both Florida and California, led segment programs for Florida residents and U.S. Hispanic audiences, developed win-win opportunities through global strategic partnerships and drove incremental visitors with annual events. In her current role, Lauren is responsible for leading the product strategy of new attractions and entertainment offerings coming to Universal Studios Florida™ and Universal Islands of Adventure™—including the recent addition of Minion Land and a new DreamWorks-themed land coming in 2024. She is a graduate of the University of Central Florida and Rollins College. She is a mom of two awesome daughters, loves camping with her family and will never pass up an opportunity to scream on VelociCoaster.
PERFORMANCE INDICATORS • Explain the concept of marketing strategies. • Explain the nature of marketing plans. • Explain the role of situation analysis in the marketing planning process. • Describe factors used by marketers to position products/services. • Explain the nature of destination marketing.
PRESENTATION NOTES What are the four main functions the brand and marketing strategy team is responsible for? 1. 2. 3. 4.
What are the components of the strategic marketing roadmap?
Describe how the team measures the impact of the campaign.
Why is planning an important function of the brand & marketing strategy?
THURSDAY
ERIN LASSER
Assistant Director, Communications Planning Universal Orlando Resort Erin Lasser joined Universal Orlando two-and-a-half fast and fun years ago. What started as a role to lead Universal Orlando Resort™ and Universal Studios Hollywood™ through omnichannel communications planning for Halloween Horror Nights and Holidays at Universal quickly evolved into leading omnichannel communications planning for all marquee events at both parks as well as all new land and attraction launches at Universal Orlando Resort™. What she appreciates the most about working for Universal Destinations & Experiences is having daily opportunities to become fully immersed in projects that impact team members and guests. Working at the parks serves up sights and sounds that remind her of what she does every day to put smiles on guests’ faces! Erin is a proud Gamecock graduate of The University of South Carolina and earned an MBA from the Crummer Graduate School of Business, Rollins College. She and her family of five are true roller coaster enthusiasts and can often be found experiencing the thrills of VelociCoaster and flying through the Forbidden Forest on Hagrid’s Magical Creatures Motorbike Adventure™.
PERFORMANCE INDICATORS • Describe reasons that people choose destinations. • Describe factors influencing customer willingness to travel to a destination. • Maintain destination brand.
PRESENTATION NOTES What are the four main functions the communications planning team is responsible for? 1. 2. 3. 4.
What is omni-channel marketing?
What is the benefit of hosting events like Halloween Horror Nights, Universal Holidays and more?
THURSDAY
STEPHEN KUBIAK
Senior Manager of Social Strategy & Content Universal Destinations & Experiences Stephen Kubiak is the Senior Manager of Social Strategy and Content for Universal Destinations & Experiences. In his role, he manages the social teams for Universal Orlando Resort™ and Universal Studios Hollywood™ and owns social media strategy for North America. He has been with Universal since 2019 and previously worked for Visit Florida, CBS News and the United States Air Force. Stephen is a combat Veteran, Eagle Scout and a father of three who remembers when CityWalk was just a parking lot.
What is the most interesting fact you’ve learned so far? Share it with @decainc and use #DECASEM.
PERFORMANCE INDICATORS • Explain the use of social media for digital marketing. • Implement digital marketing campaign. • Maintain day-to-day content on social platforms. • Leverage social networks for customer engagement. • Monitor user-generated content. • Describe the role of customer voice in hospitality and tourism branding.
PRESENTATION NOTES Explain one example of how social media is a form of relationship building.
What is earned media? Give one example.
What are the benefits of listening to and engaging with your audience?
Why is social media a great tool to talk about something you cannot talk about?
THURSDAY
ALYSON SOLOGAISTOA Vice President, Public Relations Universal Orlando Resort
Alyson Sologaistoa, APR, CPRC, has worked on the Universal Orlando Resort™ communications team for more than 15 years. As Vice President, Public Relations, she leads her team in setting global public relations strategy, tactical planning and execution, corporate issues and crisis management. During her time with Universal Orlando, Alyson has been closely involved with communicating the destination’s evolution, beginning in 2010 with the opening of The Wizarding World of Harry Potter™ - Hogsmeade™. From there, she and her team launched some of the most popular experiences ever created. Alyson holds a B.S. in Public Relations and a B.A. in English Writing from Florida State University.
KRISTEN SMITH Director, Public Relations Universal Orlando Resort
Kristen Smith’s journey at Universal Orlando Resort™ began in high school as a ride attendant at The E.T. Adventure and has grown into an exciting career in public relations. She has led high-profile PR campaigns to launch new products and marquee events across the destination, including Jurassic World™ VelociCoaster, Hagrid’s Magical Creatures Motorbike Adventure™, Halloween Horror Nights, Universal’s Volcano Bay water theme park and more. In her current role, Kristen is responsible for leading the development and execution of PR campaigns, strategies and tactics to promote all that Universal Orlando Resort™ has to offer. Born and raised in Orlando, Kristen is a huge Nintendo fan and is always game for a Mario Kart™ competition.
PERFORMANCE INDICATORS • Utilize publicity to inform stakeholders of business activities. • Explain current issues/trends in public relations. • Explain the impact of digital techniques on public relations practices. • Manage communications efforts to protect brand viability. • Identify types of public-relations activities.
PRESENTATION NOTES What is public relations?
Provide at least two examples how the Universal Orlando PR team builds and maintains a positive brand for Universal Orlando Resort.
What are some challenges facing public relations?
What is your favorite public relations campaign/tactic? Explain why.
FRIDAY
HALEY MEIER
Senior Director of Tourism & Group Sales Orlando Magic Haley Meier is currently in her 17th season with the Orlando Magic and has held the role of Director of Tourism and Group Sales since 2017. Under Meier’s leadership, the Orlando Magic sales team has led the NBA in group ticket sales since 2016. She has been instrumental in the growth and development of the organization’s tourism initiatives, taking the experience of the NBA in Orlando to multiple international markets. The Orlando Magic tourism program is highly regarded in professional sports. Haley began her career with the Magic in 2007 as a part of the ticket sales team and has held several roles within the sales department. She is a current member of WISE Greater Orlando, has served as a member of Visit Orlando’s Travel Industry Sales Committee and is an active participant in the Orlando Magic Volunteer Program activities. Haley graduated in 2007 from Baylor University with a bachelor’s degree in Sports, Sponsorship and Sales. She and her husband reside in Maitland, Florida, and have two children.
PERFORMANCE INDICATORS • Describe factors used by businesses to position corporate brands. • Identify customer touch points. • Explain the role of customer service as a component of selling relationships. • Explain key factors in building a clientele. • Describe the impact that digital communication is having on selling. • Explain the purpose of tourism promotion.
PRESENTATION NOTES How has the NBA fanbase evolved?
Give one example of magic on the court and one example of magic off the court.
Why is magic off the court just as important as magic on the court?
What has contributed to the Orlando Magic being #1 in group sales in the NBA for eight years?
How do educational opportunities help drive ticket sales?
How has the Orlando Magic leveraged international fandom?
FRIDAY
SARAH HOLLIS
Chief Marketing and Revenue Officer USA Track & Field As the Chief Marketing and Revenue Officer for USA Track & Field, Sarah Hollis leads all integrated marketing and sponsorship for the organization. As the world’s number one track and field team and the National Governing Body for track and field, long-distance running, and race walk in the United States, Sarah and her team are also responsible for overseeing branding, membership and fan engagement programs. Previously, Sarah was Vice President of Sports Brand Partnerships, Brand Communications and Head of Branded Content at FOX Sports, where she was responsible for developing digital and brand solutions for the network. Prior to that, she held roles at Time Warner Cable Media, where she led product marketing strategy; the United States Olympic Committee, where she was responsible for the development of Team USA’s digital network for the London 2012 Olympic Games; and ESPN, she was responsible for all sponsor-driven content programs across ESPN News Shows, espn.com, ESPN The Magazine and ESPN digital properties. With earlier roles at the Salt Lake Olympic Organizing Committee and Major League Soccer, Sarah has extensive sports marketing experience. She graduated from the University of Rochester with a degree in biology and was a four-year field hockey and lacrosse player. Originally from upstate New York, Sarah now lives in New Jersey with her two teenage children.
PERFORMANCE INDICATORS • Explain how value is created for a company. • Make responsible financial decisions. • Describe sources of income. • Analyze costs/benefits of company participation in community activities. • Describe participation factors evaluated by event sponsors.
PRESENTATION NOTES What is an NGB?
Why is sponsorship revenue important to USA Track & Field?
Why is it important to “always be connected to the revenue”?
FRIDAY
KATIE KLIMOWICH Lifecycle Lead Sports Electronic Arts
Katie Klimowich is the Lifecycle Lead for Sports at Electronic Arts (EA). She is responsible for planning, developing and delivering annual, seasonal and evergreen strategies across e-mail and in-game communications for world-renowned titles such as the Madden NFL series, NHL, UFC, F1 Racing and more. With over ten years of experience in B2B and B2C marketing communications, Katie has previously worked for companies such as Universal Orlando Resort™, AdventHealth, Wyndham and Hard Rock International. She holds a B.S. in Business Marketing from the University of Phoenix, is a mom of two and was born and raised in Buffalo, New York.
What has been your favorite moment from your time in Orlando? Share it with @decainc and use #DECASEM.
PERFORMANCE INDICATORS • Assess personal interests and skills needed for success in business. • Explain the nature of corporate branding. • Identify company’s brand promise. • Implement digital marketing campaign. • Employ communication styles appropriate to target audience. • Develop an achievement orientation.
PRESENTATION NOTES List six of EA’s ongoing values. Explain which one is most important to you personally.
What is it like to work in gaming?
List three of the biggest challenges facing the gaming industry as a whole. 1.
2.
3.
What is the role of integrated planning within growth marketing?
FRIDAY
KIDO OKELEKE Global Special Projects Jordan Brand
Born and raised in Toronto, Ontario, Kido Okeleke’s journey began on the basketball court, where he discovered a deep love for sports, entertainment and marketing. This passion transformed into a series of remarkable achievements, with Kido achieving first place at Collegiate DECA ICDC in the Sports and Entertainment Marketing competitive event. Kido’s insatiable curiosity and enthusiasm for sports led him to a pivotal internship at Adidas Canada, where he honed skills in finance, marketing and event coordination. As his career continued, he held roles at TD Securities and the NBA’s Toronto Raptors ownership group. He has also fostered relationships with global brands such as OVO, Google, Axe, Red Bull and Drew House. Today, Kido serves as a Global Product Line Manager II in Special Projects for Jordan Brand at Nike World Headquarters in Oregon, where he combines his passion for streetwear culture and deep marketing knowledge to help create apparel products.
PERFORMANCE INDICATORS • Explain current retail trends driven by global trade. • Explain the importance of merchandising to retailers. • Explain the nature and scope of the product/service management function. • Explain the nature of product/service branding. • Explain the use of brand names in selling. • Determine personal vision.
PRESENTATION NOTES Of the different brands Kido has worked for, which is your favorite and why?
What are the differences between Kido’s role at adidas vs. Nike?
Why are relationships important?
List the three takeaways DECA taught Kido. 1.
2.
3.
MY NOTES
MY NOTES
SPORTS, EVENTS AND ENTERTAINMENT@ MANAGEMENT Turn your sports and entertainment passions into a career @ RIT. This new minor prepares our students to lead and manage in the sports and entertainment management industries,” said Dean Jacqueline Mozrall. “The program produces business professionals with the skills to deliver and manage highly effective experiences for consumers as well as employees across an incredibly broad range of enterprises—from major league sporting events to wine-tasting festivals to the Olympics and Broadway venues. The opportunities and needs in these arenas are endless.”
Employers seek our graduates taught by experts in hospitality and analytics, who experience a NCAA Division I sports campus at RIT. Our alumni have landed careers working with professional sports entities including: NBA, Cleveland Cavaliers, Indiana Pacers, Sacramento Kings, San Francisco 49ers, Washington Commanders, Boston Gardens, T-Mobile arena in Las Vegas, and many more.
rit.edu/business/sports