Sport Marketing Quarterly, 2010, 19, 63-66, © 2010 West Virginia University
Title: Vice President of Ticket Sales and Service, Arizona Diamondbacks
Education: BSBA in sport management, Robert Morris University
Career: Director, Group Sales, Cleveland Cavaliers and Quicken Loans Arena
Vice President of Ticket Sales and Service, Lake Erie Monsters (AHL)
Account Executive, Pittsburgh Pirates
Group Sales Account Executive, Tampa Bay Lightning
This interview was conducted by Jim Kadlecek, associate professor and chair of the Department of Human
Performance and Sport Business at Mount Union College and Vice President for Industry Relations of the Sport
Q: Please provide an overview of your responsibili- seats to fill. That’s twice the games and twice the
ties with the Arizona Diamondbacks. capacity than what I was selling in Cleveland.
Fisher: I am responsible for all ticket sales for the Q: You were with the Pirates before joining the
organization, which includes season ticket sales and Cavs. What changes do you see with the business side
service, group sales, suite sales, and service and ticket of Major League Baseball since your time with the
operations. We have about 60 total staff members that Pirates?
are each dedicated to a specific area of our ticket sales Fisher: The business side of baseball has changed
business. quite a bit and continues to change. Over the past few
Q: You came to Arizona from the Cleveland Cavs. years, teams have started increasing the size of their
How has selling the Diamondbacks differed from sell- sales and service staffs and have put more resources
ing the Cavs? toward proactively selling tickets. Not too long ago a
Fisher: The basics of selling tickets remains the same sales and service staff might consist of 12 to 15 staff
regardless of the team, market or league. It’s about members, now some teams have upward of 45 or more.
establishing strong relationships and finding the best We increased to about 60 staff members in sales, serv-
fit for the customer based on their needs and that’s ice, and operations prior to the 2008 season. There is
done through a proactive sales effort by a well-trained, also far more communication between teams and more
dedicated group of sales reps that are equipped with all idea sharing so we can all help each other sell tickets.
the necessary resources. Beyond those basics, however, Q: What have you learned, from a sales standpoint,
there are definitely differences. In Cleveland, we had a selling when the team is struggling (Pirates, Lightning)
team with a well-established history and a fan base that or the team is successful (Cavs)?
went back 40 years. In addition, we had a competitive Fisher: Focusing on the overall game experience is
team for my last few seasons there, which was high- important in ticket sales because team performance
lighted by LeBron James, obviously one of the best and can change rapidly, from year to year or even week to
most popular players in the league. The ability to lever- week or game to game. It’s also important to develop
age the NBA’s stars is one of the most powerful sales strong relationships with customers and prospects and