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 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, 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 speaker’s 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 Disney’s 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 Universal’s 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 Obama’s 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 D’ORSO SENIOR VICE PRESIDENT OF SALES AND OPERATIONS ORLANDO MAGIC

Chris D’Orso 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 team’s inception, D’Orso 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, D’Orso 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. D’Orso graduated in 1988 from Fairfield University with a bachelor’s 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.

Let’s 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 master’s 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 IMG’s 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 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.