CONCERT VENUE DIRECTORY EXECUTIVE INTERVIEW

my role and go do my own that stint, I returned to the sponsorship track (I dabbled Nets at a high level, as senior with sponsorships when sell- VP of sales. I parlayed the early ing tickets). Again, you sold years of the Nets, the sports/TV everything. Following the Nets, sales at KATZ and more of that I went to work for a company fully integrated sales environ- called KATZ Sports, part of ment at the Pistons and Palace KATZ Communications. I and Pine Knob to a senior posi- moved to the Midwest and tion at the Nets. From there I I sold the TV time for the Mil- went to NASCAR because I was waukee Bucks, the Milwaukee back in New Jersey. NASCAR Brewers, Minnesota Timber- was looking to open a New York wolves and Minnesota Twins. office. They were looking for I really developed a skill set someone to open that office, for sponsorship sales although staff it, and really concentrate it was predominantly TV sales. on bringing in good brands to I worked very closely with the the sport. And that’s what I did teams to package and sell spon- there. I really loved the track sorships. From there, I went to I was on because I was able rett Yormark, CEO of the Detroit Pistons. If you think in my different stops to gain BBrooklyn Sports & Enter- NASCAR but there isn’t much about my career, I learned the great insight into the business tainment, is responsible for all information about your history ticket sales with the Nets, I but also a much-needed skill operations of the company’s before that. learned sports TV sales at KATZ set to sell more than just expanding portfolio of venues, I started my career in 1988 and I kind of combined both sports. Then, going to NASCAR which began with the building working for the then-New Jer- skill sets and really became afforded me to be on the more and opening of Barclays Center sey Nets. I cut my teeth in the a sponsorship seller at the national platform. And you in 2012. Since then, BSE has business as a ticket seller, right highest levels when I joined know what happened since bought the iconic Webster Hall, out of college. I went to Indiana the Detroit Pistons. They were then. the equally historic Nassau University and always aspired the first team to build a new Coliseum – rebranded NYCB to be in the sports business. building – the Palace of Auburn You’ve been credited with LIVE, home of the Nassau Vet- I was provided an opportunity Hills – so in addition to selling having a major role in NASCAR’s erans Memorial Coliseum – and to start at the lowest possible the Pistons I was selling life- expansion, yet you left. the LIU Brooklyn Paramount style sponsorships to the Pal- level, at that point in time. The NASCAR was definitely a Theatre. All three venues have only way you could break into ace, I worked on Pine Knob either undergone or are under- and I was selling sponsorships great run for me and gave me the industry was to sell tickets exposure to national brands, going renovations, with the and that’s exactly what I did. to events at Pine Knob. I guess Coliseum debuting with a Billy in some respects, that was the and how to truly sell and pack- Back then, franchises were age on a national level, and Joel concert earlier this year. a lot smaller than they are to- first introduction to the part Yormark also oversees the busi- of the business that was not I spent eight years there. But, day. The front office staff; there obviously, having the oppor- ness enterprise that manages weren’t many of us. In many sports, more entertainment. and controls the NBA’s Brook- And I really liked it. and that’s tunity to become the CEO of respects, you did a little of ev- the Nets, having started there lyn Nets, the NHL’s New York erything. At that point in time, how I started diversifying my Islanders business operations, skill sets. in 1988, and the opportunity when I started with the Nets, to move the team to Brooklyn and the Nets’ NBA G League I sold season tickets. I was affiliate, the Long Island Nets. Are there any of those skill sets and build a world-class venue also involved in group sales like Barclays Center, I jumped These are heady times for and I also played a role in game that you use today? the company in a marketplace at that opportunity. Even presentation / operations be- When I worked for the Pistons, though NASCAR was a great that always sees competitors cause everyone wore different at a much lower level obviously, on the horizon. Yormark ex- place, I just felt this was a hats. Back then, in the late it gave me insight and expo- dream come true. plains why they’ve chosen ’80s, when you wanted to work sure into my current environ- the direction they are heading, for a professional sports team, ment. It wasn’t just team- When you took the position of who reports to whom, and why you did whatever it took to be focused, it was building- Nets CEO, what were the first they have a West Coast office, successful. focused and entertainment- among other things. By day I was selling tickets focused. I learned how things things you knew you had to do? to hopefully sell seats and, at were becoming integrated at We were in a challenging state. Can you please tell us about night, I was part of the game an early part of my career. We had declared to the New your background? You have presentation staff. It gave me great exposure to Jersey community that we were been credited with playing I was there for about 2 1/2 beyond the team side of things, leaving the state. Looking back, a big part in the growth of years and I wanted to diversify which I enjoyed. Following we may have done that prema-

2017-2018 Edition 13 EXECUTIVE INTERVIEW CONCERT VENUE DIRECTORY turely but it was something In 2012, was Brooklyn Sports & I inherited. It was part of Entertainment the name of the the narrative. So, while the company that ran Barclays team was in Jersey you had Center alone or were there an eroding fan base because other properties? the fans were no longer in- vested; they knew we were That’s a good question. Here’s leaving to Brooklyn. It took a little peek under the hood: We a lot longer to get to Brooklyn were Brooklyn Sports & Enter- than anticipated, so that fan tainment en route to Brooklyn base really started to erode but what defined BSE was truly and, in the later years in Jersey, just the Barclays Center and it surely showed. While that the Brooklyn Nets. Our vision was happening, the team and was that if we got to Brooklyn the product weren’t up to the and did it the right way, launch caliber we hoped it would be. the Barclays Center in grand It was tough to time the arrival fashion, become a destination, in Brooklyn, strategically, while reinvigorate the Nets with the building the team and attract- opportunity to rebrand them – ing the right players. Being which we did – that ultimately THE PARAMOUNT THEATRE IN BROOKLYN as reimagined by Brooklyn Sports & a team in flux, it was very there would be a journey be- Entertainment. The renovations, which are just beginning, include restoring the 1928 yond just arriving in Brooklyn. theatre’s rococo ceiling and Wurlitzer organ as well as bringing back 1,500 seats to challenging. the original 3,000 capacity. So that was one part of it – And that we could ultimately maintaining the business and evolve into a real sports and being somewhat relevant in entertainment company. I think (sports marketing guru) Lonnie County put out an RFP, we New Jersey even though you in a very short period, as we Cooper and Cooper Holdings responded to it, we won it, declared you were leaving. embark on our fifth anniver- in Atlanta, and then we have and now, suddenly, we’ve got The other part of the job, sary, we’ve done that. Now, our foray into the lifestyle and a footprint in Long Island. obviously, was while we were when you think of Brooklyn performance merchandising On the heels of that, the making a living in Jersey, Sports & Entertainment, we’ve business with Brooklyn Boxing downtown Paramount in Brook- we needed to seed the brand got three verticals: we’ve got and our eCommerce site lyn approached us and said, in Brooklyn to create the anti- our team vertical, which is the BrooklynBoxingShop.com. So, “Boy, would you guys like to get cipation for our hopeful arrival Brooklyn Nets, the operating we’ve grown enormously over involved? We’ve got a venue which, again, took a little rights to the New York Island- the last five years. We’ve got here that’s been dormant for longer than expected. But we ers, and also we own and oper- offices now in Brooklyn. We years that, back in the day, was finally arrived here in 2012, ate the Long Island Nets, which have an office in New York City a true destination for some of which was almost seven years is our G League team at the on Park Avenue, and we have the greatest artists,” and we after I hired. But I’m a guy Coliseum. Our second vertical an office in Century City in took advantage of that. And who likes to look at things is our venue business. Beyond Los Angeles. then we finally sat down and as half-full so, even though Barclays Center, you’re aware If you think about the growth said, “We’ve got this Paramount it took us longer to get here of NYCB Live, home of the of BSE, it started with a team thing, we’ve got Barclays Cen- than anticipated, it also gave Nassau Veterans Memorial and a building and now it’s ter, we’ve got the Coliseum, us a chance to seed the brand, Coliseum, you’re obviously three teams, four buildings and we can no longer be opportu- seed the business, create the aware of our recent acquisition an emerging business group nistic; let’s be strategic about right narrative for our eventual of Webster Hall, and then we that affords us the opportunity our expanding portfolio.” move and, when we finally have the downtown Paramount, to be somewhat entrepreneur- Now, how we look at it is arrived here in Brooklyn, which will commence renova- ial with businesses we want how do we connect with artists we did it in a way that was tion in December. And then we to get into. It’s been a nice run. early and often in their careers truly grand. And it was built have our emerging business where they can get to know us up over the years so when group, which is truly what I Was building a vertical for and, together, we can create we got here, the fans truly like to define as our incubator an affinity for our venues? So, venues part of the plan in 2012? embraced us. business hub, businesses we when we think about Webster So, despite some of the want to get into. Well, our goal was not to stop Hall and Paramount, that’s the challenges we had in Jersey, Within that vertical we’ve at Barclays Center but to go start of the progression ladder. given the delays in getting got BSE Experiences, which is beyond it if we had the propen- That’s where we connect with to Brooklyn, in some respects our foray into the experiences sity to do so. I guess you could these artists early and often, those delays helped us build business. We’ve got ENTITLE, say it was opportunistic. and we position Barclays Cen- a greater moment when we which is our naming rights The Islanders came here ter and to a lesser degree the ultimately arrived. company, a joint venture with from Long Island, Nassau Coliseum, as aspirational plays.

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When you’re connecting with why? Having someone out those artists and they’re play- there reinforcing ‘Why Barclays ing in these smaller rooms, we Center’ ‘Why NYCB LIVE is want to give them the vision critical for our business. Michelle Farsi and the aspiration to one day From a commercial stand- play Barclays Center and, the point, Andy is a great addition next night, the Coliseum. And to the team because we’re that became our strategy. selling nationally; we’re selling So that’s kind of how we on both coasts. A great ex- evolved into the venue busi- ample: Honda is the official ness and how we think about automobile of Barclays Center. the venue business moving And they’re located in Califor- forward: it’s about truly diver- nia. That’s why we need to be sifying our venue portfolio, it’s out there to further develop about connecting with artists commercial relationships. They early and often, it’s about posi- play different roles but they’re tioning Barclays and the Coli- complimentary. Tina obviously seum as aspirational plays and on the content programming whatever can reinforce that side and Andy on the commer- cial side. strategy for us. YORMARK MEETS WITH CONOR MCGREGOR prior to the Mayweather vs. McGregor World Tour at Barclays Center July 13. When you look forward, does What comes first in the chicken that necessarily mean the same or egg scenario – is renovation market? on the front end of these con- great history and some of its Silicon Valley, so to be different versations or is it individually original architecture is still and unique kind of speaks to No, it can mean diversifying intact, which is terrific. So the makeup of the community. assessed? our footprint. So, could it we need to contemporize the I think artists have gravitated mean one day being in London, We were only in the ground- Paramount but we also want to it. In fact, on our turntable, where there is a lot of emerg- on-up business with Barclays to speak to its heritage and we did a fashion show. We ing talent? Yes. We’re very Center. Since then we’ve been history. Our design team is turned it into an opportunity interested in that market. We acquiring facilities that need doing an incredible job of bal- to be a part of Fashion Week. think there are opportunities some work. The Coliseum was ancing the new and the old. As It was one of the most talked- there. When we think about antiquated. It needed to be I think through it, Paramount about fashion moments in the our next stop, that is certainly recreated and reimagined. is a combination of what we city. They brought in a Ferrari, high on our radar screen. We put upward of $165 million are doing at Webster and what parked it on the turntable, and into it. We redesigned it so we did on Long Island. that became the centerpiece That moves us to Tina Suca there was a new look, feel, or of a world-class fashion show. and Andy Miller on the West flavor. When you think about You have a unique load-in at It’s become quite a bit of a Coast. Suca used to be the GM Webster Hall, it has an incred- Barclays Center (with its load- positive. at the Coliseum but she’s on ible heartbeat, soul, it has a in elevator). We suppose that When it comes to the Coli- the other side of the country history, and we’re not going there is a sensitivity for that to seum, that’s an easy load-in, load-out on 77 acres. No issues — but will work with Webster to compromise that. But do other buildings. there. It’s a very typical setting. Hall. Ultimately, how does a we need to get it, operationally, to present day? Yes. That’s Of all the companies out there Webster Hall and Paramount, West Coast office work? going to be a different type right now, there is no one out they’re located in an urban Our belief is that there is a lot of renovation for us. We like there right now more focused market, right in the middle of coming out of that marketplace grittiness, the history of on the artist experience, and the city. We’re looking at them regarding content. It’s where Webster Hall, but there needs that includes load-in, load-out, no differently. How do we opti- many of the artists and manag- to be some customer service all that good stuff. We’re very mize the artist and production ers and, obviously, promoters, enhancements that make it cognizant of it. Barclays Center experiences? reside so to have a face to our easier for people to get in and has a smaller footprint that has business, and someone who out, and for them to function its own challenges. Yes, that Do you bring in Disney for cus- sees it and is as professional while they’re there. one is nontraditional but it’s tomer training at all the venues, as Tina, to have someone in That’s much different than worked flawlessly. When people like you did at Barclays Center? a relationship marketing role, recreating a venue like the come through those truck el- I’m a very customer-focused but also a transactional one. Coliseum. And then the Para- evators they kind of look at it executive. We were one of the There are a lot of jump balls mount – your question has got like we’re high tech. We’re in first to do Disney Institute. that come here to New York. me thinking – is a combination Brooklyn, and Brooklyn has They’ve done all our onboard- Which venue do you play, and of both. The Paramount has become the second coming of ing and reinforcement training

2017-2018 Edition 15 EXECUTIVE INTERVIEW CONCERT VENUE DIRECTORY Errol Anderson Errol is located, because of Brand at the Coliseum. He has a GM Brooklyn, because of the out there that reports to him. hip-cool factor, because of Keith oversees Barclays Center the architecture, the customer and the Coliseum. Steve has service, the culinary offering – operational oversight of both all those things have created buildings. And I’m the CEO of an incredible point of difference Brooklyn Sports & Entertain- for us. ment, and both of them report You can’t get to the No. 1 to me. ranking without having the right content or happy custom- Digital ticketing. Where does ers. They go hand-in-hand. it stand, where would you like Now, if you know me, you know to see it? that I’ve often said I’m happy but never satisfied. So, I’m We are moving toward a point thrilled and humbled and in time where we will be happy that we have the No. 1 paperless. We are using the ranking in North America but Coliseum, in many respects, am I satisfied? Absolutely not. as an incubator. For a recent Can we continue to get better? Islanders game, we went totally For sure. Can we introduce paperless. It was flawless. new and exciting things to I think you can see us going our building? Yes, and we are. in that direction on a full-time We certainly don’t rest on basis. There might be some YORMARK AND JAY-Z, who owned a portion of Barclays Center at the time, have a events over the next 10 months discussion during the NCAA tournament game between Kentucky and Maryland in 2012. our laurels but …we’re happy, just not satisfied. It seems like at Barclays Center where we we’ve been here for more than go paperless but I think a full and it’s really made a differ- feel customer service might five years. The industry sure roll-out for the 2018-19 season ence. We just had Paul Mc- be an added benefit? No, we feels we have been here for is what we’re focused on. Cartney and his entire produc- think it’s something that keeps more than five years. I describe tion grabbed me and said, people coming back and it’s Barclays Center as a “mature What is the Goldilocks prin- “Brett, we have never been also a major retention vehicle startup.” When we got here, ciple for New York? Do you have in a nicer building than this for us. we had never operated or too few, too many or is it just building.” Everyone smiles. booked a building. We’ve only right? If they don’t know the answer Barclays Center, on our been doing it for five years. I think it’s just right, right now. they go find it. They’re just Midyear 2017 chart, was listed We’re appreciative but we can When I was at NASCAR, it was a pleasure to deal with. No. 9 for arena ticket sales get better. during an incredible period of I hear it often and it makes worldwide. Would you like to We’re learning things every growth. Having a bit of scarcity me feel good to hear about it. guess where the other eight day. We can use data to drive is a good thing; it enables you our success; data we can cap- Eighty percent of our employ- are located? It’s a trick ques- to manage pricing effectively – ees are from Brooklyn. There’s ture. tion and we’ll just answer it: meaning up. Scarcity is good. a great pride factor in servic- Every one of them is outside It creates more demand. ing and hosting friends, fami- How does everything break When things were going the U.S. lies, colleagues, neighbors. down, who does what? Keith good, the tracks expanded their But it goes beyond that. The I was about to say that! I was Sheldon (exec VP of program- seating capacities. But they pride factor is not just about about to say outside the U.S. ming) Steve Rosebrook (re- overbuilt and now they’re the people they know, it’s about Listen, I think it validates gional GM of Barclays Center struggling. You hear it all the making artists and customers a couple of things. I think it and NYCB LIVE), Nick Vaerewyck time. Seats aren’t sold. want to keep coming back. validates that when we built (senior director of program- I think New York is in a good And they feel they have a Barclays Center, we realized ming, NCYB LIVE), yourself, etc. place right now from an enter- major role in making that it would be additive to the tainment perspective. There’s How is that all integrated? happen. marketplace. This wasn’t vibrant venues, big and small, Now that you think about about cannibalization. New Keith Sheldon is our executive that appeal to all different it being five years in Brooklyn, York is big enough where all vice president of programming, types of artists, and fans have we’re seeing artists come back. the venues in town can be so all of our programming re- incredible access. I think we’re We’re seeing artists vote yes successful. ports to him, including Nick. in a great place. I do not think for Brooklyn because of the We think Barclays Center Steve Rosebrook operationally we need another venue nor do building, because of the cus- is truly special in the market. runs the building of Barclays I think the market can support tomer experience. People might We think because of where it Center and provides oversight another venue. Joe Reinartz 

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