COPPOLA ON THE BUSINESS OF ENTERTAINMENT AND A TU EDUCATION

“Location, location and location” is a humorous old adage typically used to describe the three most important considerations to be had when buying or developing real estate. Unsurprisingly, it is also something many prospective students consider when searching for their perfect college. The distance from home or whether it’s in a rural versus metropolitan setting are a few of many factors to think on when it comes to the application process.

Being thoughtful about campus location has another benefit as well – one that is often overlooked. A school’s curriculum can be top-notch, but what about its relationships with nearby organizations related to a student’s major?

For Hayley Coppola `15, a former sports management/marketing major and current entertainment executive, this was something she thought about from the start, and her foresight proved quite useful when it came time to begin the job hunt post-graduation.

“Think about it – Columbus, Cleveland and Detroit are all within two hours of campus, so many professors knew people connected to places like Progressive Field where the Guardians play or the Schottenstein Center in downtown Columbus. I absolutely took advantage of this and even interned with the Guardians as a student, thanks to the opportunities presented by TU’s faculty,” she offered. “Plus, with the University having such strong athletic programs, I was able to play soccer all four years. It was a win-win.” sector within the world of sports and entertainment,” she began. “You have to know the right people, and there aren’t that many people to know. Usually, new hires work some jobs that aren’t ideal for a while to gain the experience needed to advance. That’s why I was so grateful to graduate already having a leg-up on my competition. I was also fortunate to have very strong business professors to guide and mentor me even after graduation. I remember Dr. Bonnie Tiell and Dr. Kellie McGilvray were especially helpful in this regard.”

According to Hayley, the TU sports management and marketing curricula were comprehensive, giving her a solid foundation of relevant industry and general knowledge from which she still benefits.

“In addition to helping me better understand my division of the business world, the coursework also honed my acumen for business in general,” she remembered. “At the time, this was especially reassuring to me. You never really know if you’re going to like something until you try it for a while, and I felt more comfortable diving into my current work knowing that I could pivot and try something else under the same umbrella if I needed to. Thankfully, I absolutely love what I do to this day.” Since joining the TickPick family in 2019, Hayley has taken her field by storm. Thanks to both her and her team’s efforts, TickPick’s yearly gross revenue for 2022 was $420 million - more than double that of 2021. The company is also projected to achieve $650 million in sales for 2023. Though Hayley recently accepted a new position as the Director of Partnerships at Logitix, she attributes much of her industry knowledge to what she learned through her prior role at TickPick.

“Hayley is making big moves in the sports and entertainment industry and I forsee her career continuing to skyrocket. The Sports Business Journal should really consider adding her name to their list of voices under 30 who represent diverse, young and intuitive leaders reimagining the industry. She is a prime example of what our students can achieve when they attain the right experiences, make impactful connections and carve out their own niche in this multi-billion dollar enterprise.”

– Dr. Bonnie Tiell, Professor of Management

As the former Senior Manager of Strategic Brand Partnerships at TickPick, an online sports and entertainment ticket marketplace, learning the ins and outs of how sales and marketing is handled for such large-scale events was crucial to Hayley.

“This is a very difficult industry to break into, because it’s a niche

“When looked at from a macro point of view, the purpose of my role was to build and maintain partnerships with clients, vendors and associates,” Hayley explained. “The micro day-to-day tasks I completed while striving to meet mine and the company’s larger goals looked a bit different on any particular day. For example, they’re currently working with Major League Baseball to become an authorized ticket marketplace of the league. So, my final days with them were filled with strategic planning and outreach to all 30 baseball teams to see who’s interested in exploring partnership opportunities.”

“Hayley was a great student. She was a leader in the classroom and on the soccer field, so it is only fitting that she’s continued her success in the sports and entertainment industry. She has a competitive edge that is backed by great leadership skills and was always a pleasure to work with and have in class. I also enjoyed it when she would come and chat with me in my office. She took advantage of every opportunity from TU and it definitely paid off. I am so proud of Hayley and am not surprised that she was given an alumni spotlight story, because she is a great representation of how hard work and success can pay off. Although Hayley hails from Connecticut, she will always be a Tiffin Dragon – one that makes us very proud.”

– Dr. Kellie McGilvray, Assistant Professor of Marketing

According to Hayley, the business model of TickPick serves a real need for consumers that goes unfulfilled with other large-scale vendors.

“The reason the company came to be is that a need existed and still exists for a more user-friendly buying experience,” she explained. “The founders were inspired to build a better mousetrap when they had a bad experience with another player in the space – hidden fees, upcharges and inconsistent pricing. So, they decided to do something about it.”

Hayley went on to explain that this buyer-friendly philosophy is still a driving force behind many of the company’s decisions. One example of this is TickPick’s new price freeze feature, where if a buyer wants to wait and see if a broker will decrease a ticket’s price prior to the event, they can lock in the rate of a ticket in their virtual cart before buying. This way, if its price actually goes up instead of down, they won’t have to pay the higher amount.

When asked if she had any advice for new graduates also looking to differentiate themselves from others in their field, Hayley had this to say.

“Get a LinkedIn profile – seriously,” she said with a laugh. “I meant what I said earlier – this business is all about who you know and the connections you make. Networking, forming and maintaining relationships is a skill to start learning your freshman year and one to perfect before you leave. Tech is becoming so entwined with our professional world, that working with instead of against it is the only way to stay afloat. Also, take advantage of experiential learning opportunities while you’re in school. Experience is just as important as what you learn in the classroom, and if you graduate with both a degree and some field work under your belt, you’ll stick out from the pack.”

“TickPick launched a subway campaign with their ‘Buy Now Pay Later’ provider and it was my first time seeing the marketing campaign I was a part of put into action. This was a very big moment for TickPick!” – Hayley Coppola