FEBRUARY 1-5, 2023 | ORLANDO
SPORTS AND ENTERTAI N M ENT MANAG E M ENT RI T
Turn your sports and entertainment passions into a career at 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 e ective 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
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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, Walt Disney World and the local sporting organizations in the greater Orlando area for their contributions to make #DECASEM a success.
Enjoy this incredible experience!
ROSS MOTTER CENTRAL REGION VICE PRESIDENT @decacrvp
HADLEY BROWN SOUTHERN REGION VICE PRESIDENT @decasrvp
DANIELLE POULIN WESTERN REGION VICE PRESIDENT @decawrvp
WIN BIG WITH THE #DECASEM 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 2023” game, or search by game code KMWZ3E
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 FEBRUARY 1
8:00 AM Bus to Disney Transportation Center Pre-Registration Required
6:00 PM - 9:00 PM Registration Cabana Bay
6:30 PM - 11:00 PM Shuttle to Universal’s Cabana Bay Beach Resort
Pre-Registration Required
THURSDAY
FEBRUARY 2
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)
Marketing GooseChase in the Park (On Your Own)
FRIDAY
FEBRUARY 3
8:30 AM Sound Stage 18 Theatre in Universal CityWalk Opens
9:15 AM Sports & Entertainment Marketing Presentations
Including Universal Orlando™ executives and featured guest speakers
12:30 PM Lunch (On Your Own)
Marketing GooseChase in the Park (On Your Own)
SATURDAY
FEBRUARY 4
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
SUNDAY
FEBRUARY 5
Morning Departure
THURSDAY CHRIS D’ORSO
ORLANDO MAGIC, SENIOR VICE PRESIDENT OF SALES & OPERATIONS
Chris D’Orso enters his 34th season with the Orlando Magic. Serving as the senior vice president of sales and operations since July 2012, his responsibilities include overseeing the day-to-day operations of sales for the Amway Center, including season, premium, suites, hospitality, partial, group and tourism sales, as well as 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 assistant director of marketing, 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. In 2009, he was named vice president of sales and ticket operations and was 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. He works with the Dr. Phillips and Central Florida YMCA and the Make a Wish Foundation.
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.
• Describe the use of target marketing in professional selling.
PRESENTATION NOTES
Describe how the Orlando Magic builds a brand within its community. Why is this important to the team?
What intangible does the Orlando Magic sell?
Describe the impact that digital communication is having on selling.
Additional notes:
THURSDAY SHALISA GRIFFIN
GREATER ORLANDO SPORTS COMMISSION, SENIOR DIRECTOR OF BUSINESS DEVELOPMENT & EVENTS
Originally from Newark, NJ, Shalisa Griffin is the Senior Director of Business Development & Events at the Greater Orlando Sports Commission (GO Sports). Griffin and her team strategically solicit professional, collegiate and youth sports events that generate economic impact in the Greater Orlando area. She is also responsible for managing large-scale youth tournaments, high school state championships and NCAA national championships.
Griffin graduated from Delaware State University with a bachelor’s degree in sport management and a minor in hospitality and tourism management. She then went to the University of Central Florida and graduated from the DeVos Sport Business Management Program with dual master’s degrees in business administration and sport business management. While pursuing her postgraduate degrees, Griffin was a graduate assistant and game day manager for UCF Athletics and a premium seating and events assistant for Florida Citrus Sports. After graduating, Griffin completed the NCAA Postgraduate Internship Program, which led her to the sports commission.
In 2020, Griffin was appointed as chair of the Greater Orlando Youth Sports Task Force, facilitating the efforts of over 40 regional leaders in addressing key issues that impact youth participation in organized sports.
PERFORMANCE INDICATORS
• Measure economic impact of sports/entertainment events.
• Explain the roles and responsibilities of hospitality and tourism organizations.
• Explain factors that motivate people to choose a hospitality and tourism site.
• Explain career opportunities in hospitality and tourism.
• Describe personal traits important to success in hospitality and tourism.
PRESENTATION NOTES
THURSDAY STEPHEN KUBIAK
UNIVERSAL ORLANDO RESORT, MANAGER OF SOCIAL STRATEGY & CONTENT
Stephen Kubiak is the Senior Manager of Social Strategy and Content for Universal Parks & Resorts. In his role, he manages the social teams for Universal Orlando Resort and Universal Studios Hollywood and owned 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 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
Why is engagement on social media just as important as the content you produce?
Which of the social media examples shared is your most favorite? Why?
What are the benefits of listening to and engaging with your audience?
Give one example shared of how Universal Orlando Resort engages with its guests through social media.
What important outcomes can social media create for an organization or business?
THURSDAY ALYSON SOLOGAISTOA
UNIVERSAL ORLANDO RESORT, VICE PRESIDENT OF PUBLIC RELATIONS
Alyson Sologaistoa, APR, CPRC, is the Vice President of Public Relations for Universal Orlando Resort where she has worked on the communications team for more than 15 years. In her current role, Alyson leads her team in setting global public relations strategy, tactical planning and execution, corporate issues and crisis management. During her time with Universal Orlando, she 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 went on to launch 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
UNIVERSAL ORLANDO RESORT, DIRECTOR OF PUBLIC RELATIONS
Kristen Smith started her journey with Universal Orlando Resort as a ride attendant at The E.T. Adventure while in high school and is still in awe that her once part-time job has turned into an incredible career. She joined the Public Relations team as a coordinator in 2008 and has grown within the department over the past 15 years – recently promoted to Director of Public Relations. Throughout her career, she has led highprofile PR campaigns and tactics to launch new products and marquee events, including Jurassic World VelociCoaster, Hagrid’s Magical Creatures Motorbike Adventure, Halloween Horror Nights, Volcano Bay water theme park and more.
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.
PRESENTATION NOTES
FRIDAY SHAWN SHARMA
UNIVERSAL ORLANDO RESORT, VICE PRESIDENT OF SALES
Shawn Sharma is the Vice President of Sales for Universal Orlando Resort. Shawn oversees sales strategy and partnerships for Florida Destination Sales, including Domestic and Canadian Trade Partners in the Wholesale, Airlines, Online Travel Agents, Corporate Benefits and InMarket Retail Channels. He also oversees sales for Group Youth and Paid Special Events businesses. He has been in the hospitality industry for over 20 years, with executive expertise and leadership in sales management, trade marketing, project management and business development.
Shawn started his professional career at Universal Orlando Resort (UOR) in 2004. At UOR, he worked in various crossfunctional businesses in sales and marketing and developed strategies and programs to drive significant growth. With the aggressive expansion of Universal Orlando Resort over the past 12 years, Shawn is noted for scaling the businesses and introducing new incremental revenue streams to successfully sell the entire destination. As part of an expanding sales force, he also successfully implemented CRM as a sales performance management tool to improve sales productivity and efficiency.
Shawn holds a B.S. degree in Information Technology from the University of Central Florida and an MBA from Northeastern University.
PERFORMANCE INDICATORS
• Set personal goals.
• Balance personal and professional responsibilities.
• Assess personal interests and skills needed for success in business.
• Use networking techniques to identify employment opportunities.
• Explain the need for ongoing education as a worker.
• Explain possible advancement patterns for jobs.
PRESENTATION NOTES
Name at least five key elements that were important to Mr. Sharma when selecting an organization.
Which key element is most important to you in looking for an organization? Why?
Why is it important to build your personal brand? How can you build your personal brand?
Why is finding a mentor important? How can you engage your mentor to help you advance in your career?
Why is finding your zen important? What is one way you do or would like to do to find your zen?
1. 2. 3. 4. 5.
FRIDAY JENNIFER AVERY
UNIVERSAL PARKS AND RESORTS, VICE PRESIDENT OF STRATEGIC INSIGHTS AND GLOBAL STRATEGY
Jennifer Avery is a market research professional with more than a decade of experience in consumer insights and is currently Senior Director of Consumer Insights for Universal Parks and Resort Global. Prior to joining Universal Orlando, Jennifer was Senior Vice President of Insights at the 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 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 ethnographic fieldwork in the urban U.S. and rural Costa Rica.
What has been your favorite moment from your time in Orlando? Share it with @decainc and use #DECASEM.
PERFORMANCE INDICATORS
• Explain the nature and scope of the marketing-information management function.
• Discuss the nature of marketing research problems/issues.
• Describe methods used to design marketing research studies.
• Explain characteristics of effective data-collection instruments.
PRESENTATION NOTES
In your own words, what is consumer insights and what kind of work does the consumer insights team do?
Explain the difference between quantitative methods and qualitative methods. Give an example of each.
What are four mistakes marketers make when interacting with researchers?
What are four steps in the research process?
What is one consideration when writing survey questions?
1. 2. 3. 4.
2. 3. 4.
1.
FRIDAY ERNEST WIGGINS II
ATLAS SPEED TRAINING, LLC. & CHOCOLATE DOLPHIN LLC, OWNER/FOUNDER
Ernest Wiggins II was born in China Grove, NC. Built purely on strength, speed and heart, this natural-born athlete grew into a powerful sprinter and fierce competitor. Excelling at anything he put his mind to, Ernest took the track world by storm, earning honors from the high school level to the professional track circuit. Ernest’s track career continued to excel as he earned a spot on the USA Track and Field Team to represent the Stars and Stripes at home and abroad.
Combining his passion for athletics with his desire to impact the community, Ernest went on to become a Council Member of the Young Professionals Council for Elevate Orlando, an inductee in the World Sports Alumni and the Founder and CEO of his own training company, Atlas Speed Training LLC, and Beachwear company, Chocolate Dolphin.
His reputation as a speaker supersedes him. He recently became a keynote speaker at prestigious ceremonies like The Empowerment Superwoman’s Award. Ernest was awarded the honor and certificate of recognition from Marion County, FL, presented to him by all of the County Commissioners. Most recently, Ernest received another certificate of Recognition from Congressman Daniel Ward for his philanthropy throughout Central Florida.
PERFORMANCE INDICATORS
• Explain communication techniques that support and encourage a speaker.
• Explain the concept of leadership.
• Determine personal vision.
• Develop an achievement orientation.
• Describe the nature of entrepreneurship.
PRESENTATION NOTES
What are five points in facing your greatest challenges?
Additional notes:
1. 2. 3. 4. 5.FRIDAY ALAN GOOCH ORLANDO
SPORTS FOUNDATION, CEO
Alan Gooch is the CEO of the Orlando Sports Foundation (OSF), a non-profit organization founded in 2008 to raise awareness and funds for cancer research through the development and operation of sporting and social events. The Orlando Sports Foundation’s signature event is the Cure Bowl, an NCAA college football game televised nationally on ESPN. Through his role as Executive Director of the Cure Bowl, Alan leads the development of strategic partnerships for this event. Since its 2015 inception, the event has raised 3.8 million dollars to support cancer research.
Alan has served the University of Central Florida for over 30 years as a student-athlete, member of the football coaching staff, athletic administrator and adjunct professor. He received his Bachelor of Arts Degree in Education and his Master’s Degree in Exercise Physiology. The American Football Coaches Association named Alan the inaugural NCAA division 1A/FBS assistant coach of the year in 1997. Alan was also recognized at ESPN’s annual ESPY award show and by the National Consortium of Academic/Sport. He later found himself back in football—this time leading the AFL’s two-time world champion Orlando Predators as President and General Manager in 2007.
PERFORMANCE INDICATORS
• Explain the importance of company involvement in community activities.
• Propose community issues for company involvement.
• Plan special events.
PRESENTATION NOTES
MY NOTES
MY NOTES
LOOK WHAT YOU CAN DO WITH A SPORTS, ENTERTAINMENT, EVENT — MANAGEMENT (SEEM) DEGREE FROM JWU.
Spotlights dimming before an unforgettable concert.
Dramatic overheads revealing each move in a playoff game.
Help create an experience that will thrill and captivate the crowd.
As an institution recognized by DECA’s National Advisory Board for 40 years of student organization support and involvement, JWU is proud to offer scholarships providing up to full tuition for eligible DECA members!
BECOME A CULTURE CREATOR.
Learn from industry-experienced faculty while entering the sports and entertainment world through experiential education opportunities.
Apply today to build the life you want. apply.jwu.edu