BOB FREITAS BUSINESS SEMINAR™ MONDAY, DECEMBER 9 – INDUSTRY UPDATES (Indigo Ballroom CDGH) 10:10–11 a.m. Copa de la Diversión Winner Announcement and Industry Updates Winning the Future Now For Your Team 11–11:30 a.m. Peter Guber, Chairman and CEO, Mandalay Entertainment TUESDAY, DECEMBER 10 – OPEN SESSIONS LICENSING & DIGITAL MEDIA FIELDER’S CHOICE SALES & MARKETING MERCHANDISING Indigo Ballroom CG Indigo Ballroom BF Indigo Ballroom DH SDCC 26AB Season Tickets are Not Dead Field Use and Demand: Protecting Your Marks Online Murray Cohn, MC Sports Sales How to Lay the Baird D. Fogel 8–8:50 a.m. Training & Consulting Groundwork for Success and Elizabeth C. Polido, and Brian DeAngelis, SFMs of the Year Morgan, Lewis & Bockius LLP IronPigs NO PROGRAMMING Real Recognize Real: Preparing Your Team For a How Authentic Partnerships One-Day Event Drive Growth 9–9:50 a.m. NO PROGRAMMING Brian Earle, Robert Fountain Emily Jaenson, ; and Andy Shultz, Sarah Kogod, You Can Play and Minor League Benjamin Pereira, MiLB Gaining New Fans and Revenue Creating an Inclusive Ballpark Through Search Engine Marketing Mike Abramson, Brady Brown, ; Matt ; 10–10:50 a.m. Hoffmaster, ; Billy Harner, Cyclones Ryan Rosenberger, MiLB and Michelle Montoya, and Ryan Rossi, Google Digital Advertising Opportunities Sustainability Isn’t One-Size-Fits- NO PROGRAMMING NO PROGRAMMING You’ll Want to Consider for 2020 All: Find Your Approach Ashley Grotte, Harrisburg and Create Your Impact Senators; Jennifer Johnson, Frisco 11–11:50 a.m. Sean Bozigian, ; RoughRiders; Kim McBroom, Rich Mozingo, Chattanooga Lookouts and Garrett Wong, and Emily Williams, Green Sports Alliance WEDNESDAY, DECEMBER 11 – PRESENTATIONS LICENSING & DIGITAL MEDIA FIELDER’S CHOICE SALES & MARKETING MERCHANDISING Building a Data-Driven Culture Can Weather Forecasts Impact Vince Ircandia, StellarAlgo; Your Bottom Line? There’s an 80% Top 10 Group Sales Game Changers Justice Hoyt, Stockton Ports; Creating a Dynamic Storefront 9–9:30 a.m. Chance They Already Do! Murray Cohn, MC Sports Sales Randy Lewandowski, Amy Peterson, Carolina Mudcats Erik Ibsen and Kim McBroom, Training & Consulting Indians; and Steve Shiffman, Toledo Mud Hens The End of Marketing: Humanizing The In-Game Sales Experience: Custom Retail Products Your Brand in the Age of Social The Age to Engage How to Get the Extra That Promote Your Brand 9:45–10:15 a.m. Media and Artifical Intelligence Phoebe Cornog and Roxy Prima, “Meet” Off the Bone Mike Luciano, Carlos Gil, Pandr Design Co. Josh Belkoff, Lehigh Valley IronPigs The End of Marketing Sports Business Solutions Taking a Data-Driven Approach to How Teams Can Play (and Win) Best Practices in Optimizing the Fan Experience on TikTok 10:30–11 a.m. Online Merchandising: Erin Blecha-Ward, Evolved Robbie Levin and Bryan Thoensen, Store, Auctions and Amazon Experience Solutions, Inc. TikTok Meghan Allen, What Could Possibly Go Wrong? NO PROGRAMMING A Naming Rights Tragedy: Commerce Dynamics Promotions, Social Media How I Screwed Up the and Javier Rosario and Contests 11:15–11:45 a.m. Most Important Deal of My Life and Rick Simpson, L. James Juliano Jr. and Bruce Chip Maxson, Snow Commerce L. Waterhouse Jr., Nicola, Sacramento River Cats Gudbranson & Cooper, LLC BOB FREITAS BUSINESS SEMINAR

INDUSTRY UPDATES MONDAY, DECEMBER 9 (INDIGO BALLROOM CDGH) COPA DE LA DIVERSIÓN WINNER ANNOUNCEMENT 10:10–10:15 A.M. Lady Acuña, Market - North America, ECHO Incorporated Cory Bernstine, Director of Marketing & Business Strategy, Chanel Zapata, Associate, Marketing & Business Strategy, Minor League Baseball

INDUSTRY UPDATES 10:15–11 A.M. KEYNOTE: WINNING THE FUTURE NOW FOR YOUR TEAM 11–11:30 A.M. Peter Guber will illustrate the tools and resources necessary for leadership in the dynamically-changing sports and entertainment enterprises. He will discuss how aiming for the hearts of your audience, not their wallets, will create an enduring and dynamic relationship between brands and fans. Peter Guber, Chairman and CEO, Mandalay Entertainment OPEN SESSIONS TUESDAY, DECEMBER 10 DIGITAL MEDIA (INDIGO BALLROOM CG) GAINING NEW FANS AND REVENUE THROUGH SEARCH ENGINE MARKETING 10–10:50 A.M. In an increasingly crowded digital marketplace, Minor League Baseball clubs are competing with secondary retailers for both ticket and merchandise sales. While MiLB clubs rank highly in organic Google search results, 60% of MLB ticket inquiries on Google resulted in clicks on the paid ad listings. Unless your club is investing in search engine marketing (SEM), you are leaving the door wide open for secondary retailers to land in the top paid search result and missing out on significant revenue opportunities. During this panel, get insights on success stories straight from Google and MiLB resources on how they’ve redirected fans to make their organization the one-stop shop for tickets and merchandise. Brady Brown, Director of Marketing and Game Operations, Salt Lake Bees Matt Hoffmaster, Assistant General Manager, Reading Fightin Phils Ryan Rosenberger, Manager of Digital Activation, Minor League Baseball Ryan Rossi, Account Manager of Ticketing & Live Events, Google

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DIGITAL ADVERTISING OPPORTUNITIES TO CONSIDER FOR 2020 11–11:50 A.M. With a variety of marketing outlets and advertising opportunities in today’s digital landscape, how do you decide where to spend your budget? Not all of us have the budget to take a risk and potentially fail at meeting marketing objectives, but without taking some type of risk, and sometimes even failing, how will you ever reach the audiences who don’t even know you exist? This panel of club marketers have taken the risk to reach new audiences with social media influencers, music streaming platforms, Instagram Shopping, media buys and more. Learn what worked for them and what didn’t, as well as what they plan to try out for 2020. Ashley Grotte, Director of Marketing, Jennifer Johnson, Director of Marketing, Frisco RoughRiders Kim McBroom, Chief Marketing Officer, Toledo Mud Hens Emily Williams, Director of Marketing, Sacramento River Cats

FIELDER’S CHOICE (INDIGO BALLROOM BF) FIELD USE AND DEMAND: HOW TO LAY THE GROUNDWORK FOR SUCCESS 8–8:50 A.M. Hear from the 2019 MiLB Sports Field Managers of the Year on how they work with their front office staff in determining field use and demand. Learn how they collaborate to hold lucrative and engaging events, yet protect the team’s major asset: the field. Ross Baron, Head Groundskeeper, Vancouver Canadians Jody Gill, President, Sports Turf Managers Association Mitch Hooten, Head Groundskeeper, West Whitecaps Matthew Parrott, Head Groundskeeper, Brock Phipps, Head Groundskeeper, Springfield Cardinals

CREATING AN INCLUSIVE BALLPARK 10–10:50 A.M. Minor League Baseball stadiums are often viewed as the gathering place of their communities. But every community is not only unique, but diverse within its makeup. This discussion will focus on what efforts our teams are making and what they can do to create ballparks welcoming of all, regardless of physical or mental ability, race, sexuality, or any other individually defining factor. Mike Abramson, General Manager, Hartford Yard Goats Billy Harner, Director of Communications, Michelle Montoya, Community Relations Manager, Albuquerque Isotopes

SUSTAINABILITY ISN’T ONE-SIZE-FITS-ALL: FIND YOUR APPROACH AND CREATE YOUR IMPACT 11–11:50 A.M. Join the Green Sports Alliance and fellow MiLB team representatives in a discussion on utilizing the topic of sustainability in order to leverage the power of sports to drive meaningful impact, convene industry stakeholders and engage your fans and communities. Our discussion will revolve around the implementation of two very different sustainability programs that were put into action this past season, the similar underlying successes and barriers and how other teams can drive their own initiatives within their facilities. Sean Bozigian, Assistant General Manager, Spokane Indians Rich Mozingo, President, Chattanooga Lookouts Garrett Wong, Member Services Manager, Green Sports Alliance

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LICENSING & MERCHANDISING ( CONVENTION CENTER ROOM 26AB) PROTECTING YOUR MARKS ONLINE 8–8:50 A.M. In the digital age, not everything online is legitimate. Learn how to protect your brand from infringement and the steps to take to alleviate issues. Baird D. Fogel, Partner, Morgan, Lewis & Bockius LLP Elizabeth C. Polido, Associate, Morgan, Lewis & Bockius LLP

PREPARING YOUR TEAM FOR A ONE-DAY EVENT 9–9:50 A.M. Specialty jerseys and theme nights are a constant in Minor League Baseball. Navigating the waters of specialty jerseys and the one- night theme night can be a difficult process, but it doesn’t have to be. Learn the path to follow from legal, baseball operations and licensing. The step-by-step process will help to build success and alleviate headaches and missteps in the future. Brian Earle, Head of Licensing & Consumer Products, Minor League Baseball Robert Fountain, Deputy General Counsel, Minor League Baseball Andy Shultz, Assistant Director of Baseball & Business Operations, Minor League Baseball

SALES & MARKETING (INDIGO BALLROOM DH) SEASON TICKETS ARE NOT DEAD 8–8:50 A.M. Season tickets are being labeled as a thing of the past. New programs like flex plans, subscriptions and “use every ticket” are being promoted as quick fixes to the decline in season tickets. The secondary market is touted as the future of all ticket sales. If this is true, how can some teams still be increasing their season ticket bases? Join us as we discuss actionable tactics for your organization to drive sales within this evolving landscape of ticketing and fan buying behavior. Murray Cohn, President, MC Sports Sales Training & Consulting Brian DeAngelis, Vice President of Sales, Lehigh Valley IronPigs

REAL RECOGNIZE REAL: HOW AUTHENTIC PARTNERSHIPS DRIVE GROWTH 9–9:50 A.M. The evolution of consumer behavior becoming value-based coupled with shifting demographics toward a more diverse marketplace makes it even more essential for clubs to be aware of their partnerships and their alignment with their growth efforts – including in the space of multicultural and inclusive fan engagement initiatives like Copa de la Diversión, MiLB Pride and others. Join us for this engaging discussion as we break down the process of identifying, creating and evaluating meaningful corporate partnerships that align with your organization’s core values that drive revenue, community connections and fandom. Emily Jaenson, General Manager, Reno Aces Sarah Kogod, Director, You Can Play Benjamin Pereira, Associate, Diversity & Inclusion, Minor League Baseball

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PRESENTATIONS WEDNESDAY, DECEMBER 11 DIGITAL MEDIA (INDIGO BALLROOM CG) BUILDING A DATA-DRIVEN CULTURE 9–9:30 A.M. How are decisions currently being made at your organization? Utilizing data can help drive sales, provide insights to assist with new marketing tactics, help drive more personalized fan experiences and increase revenue, but how can you use data to help build an environment where all staff members are working toward one goal? In this panel, hear from different organizations in the baseball industry on how using the right tools has successfully proven to assist in accelerating data-based, cross-departmental solutions for the business overall. Vince Ircandia, Founder and Chief Executive Officer, StellarAlgo Justice Hoyt, Assistant General Manager, Stockton Ports Randy Lewandowski, President & General Manager, Steve Shiffman, Senior Director of Ticket Sales and Customer Service, Kansas City Royals

THE END OF MARKETING: HUMANIZING YOUR BRAND IN THE AGE OF SOCIAL MEDIA AND ARTIFICIAL INTELLIGENCE 9:45–10:15 A.M. Social networks are the new norm and traditional marketing is failing in today’s digital, always-on culture where businesses across the world have to face up to how they remain relevant in the choppy waters of the digital ocean. In an era when a YouTube star gets more daily impressions than Nike, Coca-Cola, and Walmart combined, traditional marketing as we know it is dead. This presentation will reinforce that no matter how easy it is to reach potential customers, the critical relationship between brand and consumer still needs the human touch. Learn how to put social back into social media and claim brand relevancy in a world where algorithms dominate, organic reach is dwindling, and consumers don’t want to be sold to, they want to be engaged. Carlos Gil, Author and Speaker, The End of Marketing

BEST PRACTICES IN ONLINE MERCHANDISING: STORE, AUCTIONS AND AMAZON 10:30–11:45 A.M. With majority of Minor League Baseball clubs enjoying the new online store and auctions platform, as well as the first-ever opportunity to extend club products to Amazon, how can clubs take advantage of all the new bells and whistles, optimize and get the most out of these new channels? Join our partners from Snow Commerce and Commerce Dynamics as they cover tips, tricks and best practices to optimize for the best user experience, search engine rankings, conversion rates and more. Stick around for advanced feature tutorials (including marketing and analytics) and leave with new insight and tools to set you up for ecommerce success in 2020! Meghan Allen, Client Services Manager, Commerce Dynamics Javier Rosario, Director of User Experience & Commerce Strategy, Snow Commerce Rick Simpson, Founder & CEO, Snow Commerce

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FIELDER’S CHOICE (INDIGO BALLROOM BF) CAN WEATHER FORECASTS IMPACT YOUR BOTTOM LINE? THERE’S AN 80% CHANCE THEY ALREADY DO! 9–9:30 A.M. A discussion focusing on a new reality – weather forecasts, ticket sales, loss of revenue and the bottom line. Sharpie-gate brought experts into the conversation, and we need to ensure the conversation continues. From collaboration to Congress, and from “fake” news to social media, let’s talk about whether the weather is impacting your revenue. Erik Ibsen, Executive Vice President & General Manager, Toledo Mud Hens Kim McBroom, Chief Marketing Officer, Toledo Mud Hens

THE AGE TO ENGAGE 9:45–10:15 A.M. Phoebe Cornog and Roxy Prima have built their business primarily through social media. At this point in time, they have painted over 120 murals and have no plan to stop. Their work is different from your typical fine art, as it’s a marketing strategy. Roxy and Phoebe work closely with their clients to combine brand elements and create something that will go viral on social media. Who’s taking photos of these murals? You’ll have to take a seat to find out. Make sure to visit Pandr in the It’s Fun to Be a Fan Zone at the Baseball Trade Show. Phoebe and Roxy will be painting an It’s Fun to Be a Fan-branded mural, live! Phoebe Cornog, Co-President, Pandr Design Co. Roxy Prima, Co-President, Pandr Design Co.

TAKING A DATA-DRIVEN APPROACH TO OPTIMIZING THE FAN EXPERIENCE 10:30–11 A.M. In an era when the experience is paramount and live-sports attendance is starting to decline, understanding your fans beyond marketing statistics becomes critical to designing engaging gameday elements that keep fans coming back to the ballpark. In this session we will focus on what fans love, what they feel are major pain points, what different demographics expect in their experience, how real-time fan-feedback can give you immediate insights to improve game-over-game even in the midst of a long homestand, and how to prioritize resources and energy to focus on the things that matter most to fans and see the biggest return on effort. Erin Blecha-Ward, President and Founder, Evolved Experience Solutions, Inc.

WHAT COULD POSSIBLY GO WRONG? PROMOTIONAL EVENTS, USE OF SOCIAL MEDIA AND FAN CONTESTS 11:15–11:45 A.M. This presentation will discuss the current developments, legal issues and guidelines regarding the potential risks inherent in promotional events and the degree to which warnings, waivers and releases offer protection; legal issues in the use of social media platforms to promote your team; and guidelines follow when presenting a contest in association with your marketing activities. L. James Juliano Jr., Member, Nicola, Gudbranson & Cooper, LLC Bruce L. Waterhouse Jr., Member, Nicola, Gudbranson & Cooper, LLC

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LICENSING & MERCHANDISING (SAN DIEGO CONVENTION CENTER ROOM 26AB) CREATING A DYNAMIC STOREFRONT 9–9:30 A.M. This session will dive into tips for how to set up your store for customer ease and attraction. Attendees will also be able to discuss and share best practices for customers’ purchasing habits. Amy Peterson, Merchandise Manager, Carolina Mudcats

CUSTOM RETAIL PRODUCTS THAT PROMOTE YOUR BRAND 9:45–10:15 A.M. Join this roundtable discussion about how thinking outside of the box with your team name and logo can create success in retail. Attendees will discuss ways you can create a fan connection or link to your community that is not only fun, but profitable. You’ll leave this discussion with the mindset “If this is true about our team’s name, what else is true or possible?” Mike Luciano, Director of Merchandise, Lehigh Valley IronPigs

SALES & MARKETING (INDIGO BALLROOM DH) TOP 10 GROUP SALES GAME CHANGERS 9–9:30 A.M. Building off his nearly twenty year career in sports including the NBA and its Team Marketing and Business Operations (TMBO), Murray Cohn has served as consultant for some of the most progressive sports organizations throughout the industry. This insightful session will be a collection on the top 10 group sales best practices from the sports and entertainment business that are low cost or no cost and will make a significant impact on your group sales business this season. Murray Cohn, President, MC Sports Sales Training & Consulting

THE IN-GAME SALES EXPERIENCE: HOW TO GET THE EXTRA “MEET” OFF THE BONE 9:45–10:15 A.M. As we continue to evolve as an industry, the in-game sales experience should be looked at as the “peanut butter and jelly” of some of our sales processes. We have the potential to generate incremental revenue every night when we welcome thousands of fans through our doors. In this session, attendees will tackle process and sales tactics for getting the most out of prospective buyers who come down to the stadium through “in-game meetings” and cold leads we generate from sales tables/in-game prospecting. Josh Belkoff, Ticket Sales and Development Consultant, Sports Business Solutions

HOW TEAMS CAN PLAY (AND WIN) ON TIKTOK 10:30–11 A.M. TikTok has quickly become a popular destination for teams to showcase different sides of their organizations. From viral trends to mind-blowing talents to heartwarming moments, TikTok has it all. We’ll review the fundamentals of the app, as well as how teams can leverage the platform to reach the next generation of fans. Robbie Levin, Strategic Partner Manager (Media/Brands), TikTok Bryan Thoensen, Head of Content Partnerships, TikTok

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A NAMING RIGHTS TRAGEDY: HOW I SCREWED UP THE MOST IMPORTANT DEAL OF MY LIFE 11:15–11:45 A.M. This session dives into the strategies and tactics on how to navigate the tricky and uncertain yet valuable waters of a naming rights deal. In addition, this engaging discussion session what the Sacramento River Cats learned from their mistakes and how they applied re$earch and $trategy to find their unicorn! More importantly, come learn how your team can position itself for success with a long-term partner. Chip Maxson, General Manager, Sacramento River Cats

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