10 Questions for INTIX CEO Jena Hoffman
It has been a while since we interviewed a sports executive and my goal over the summer is to feature more folks. I feel by doing this, you the reader can gain better insight into the people, trends and direction of the sports business. At the end of this Q&A, there are links to a few past interviews including those with Jeff Idelson, Tim Mead, Fred Claire, Bill Chapin, John Drum and Brad Mayne. Today we are featuring INTIX CEO Jena Hoffman.
1. What Can you tell us about your company, your job and your responsibilities?
The International Ticketing Association (INTIX) is a non-profit membership organization committed to leading the forum for the entertainment ticketing industry through knowledge, innovation, participation and networking. INTIX represents over 1100 ticketing, sales, technology, finance, and marketing professionals who work in arts, sports, and entertainment as well as a full range of public venues and institutions. Members represent organizations from across the United States, Canada and 20 countries from around the globe. I serve as the President & CEO and have the task of guiding INTIX through the change and growth inherent to its purpose, implementing strategic goals, and managing the day to day operations of the association.
2. Tell Us What Your Average Day or Week is Like. Does it often vary?
An average day can vary greatly from writing and planning where I’m quietly working on my own to lively inspirational interactions with INTIX members, volunteer leaders and strategic partners over the phone or in-person. .
3. Tell us about your career path including jobs in the sports industry
I have a Bachelor of Science in Business Administration from Kansas University with a concentration in Theatre. So, my career started out in arts administration working for some amazing organizations – Arena Stage and the John F. Kennedy Center for the Performing Arts in Washington DC, and Center Theatre Group and the Los Angeles Philharmonic in Los Angeles, California. In between DC and LA I worked with a company called SportsLab. It was an interactive sports amusement park that toured. There were two 50,000 square foot air structures set up with bobsled and hang gliding simulators, a 40 foot rock wall (which was unique at the time), batting cages, ½ court basketball, etc. A fun time was had by all participants and it was quite an adventure moving the operation from market to market. I’ve also worked with several software companies that provide ticketing applications to entertainment companies. Tickets.com was one of those companies and I happened to join them about the time they began working with Major League Baseball. The intricacies of selling season and play-off tickets to baseball is fascinating, I had my own consulting and coaching business for about five years guiding organizations and individuals through change and growth including software implementations, staff re-structuring, and strategic planning. The combination of my previous work experience led me to the International Ticketing Association. I have participated and been involved with INTIX for 20 years. The association provided me with training to hone my craft and an opportunity to grow personally and professionally. Because of INTIX I have been able to learn from amazing people in the ticketing community and am lucky enough to call many of them friend. Leading the organization is my opportunity to give back to the entertainment ticketing industry.
4. What was the best advice you ever received and let us know if you follow it today?
The best advice I ever received was from my Dad. Whenever I would get stressed about work related issues, he would flash a smile and say, “Don’t let the bastards grind you down.” He was basically telling me to step back from the situation, relax, re-evaluate and go back in with a new perspective and a win-win solution. I can still see his smile and hear him saying that to me, when I start to get stressed.
5. What are your top sports memories you are most fond of telling others?
My top sports memories aren’t necessarily about the team or the sport. They are more about the people that I was with when watching sports. (Of course now that I’m writing this I’m reminded that I was on synchronized swim teams from Junior High through High school – so I didn’t always just watch sports. I know, know, some of you are thinking – synchronized swimming what kind of sport is that?! You try staying on top of the water while you extend your leg, then go under water in that position until just your pointed toe is above the water line, then come back up to the top, all the while holding your breath. It’s no easy task!) Anyway, on to the sports stories… I grew up in Nebraska. Anyone who knows anything about college football is aware of the Nebraska football fans. Yes, I’m one of them. (Of course, this brings up the whole issue about moving from the Big 12 to the Big 10, while I’m still uncomfortable with the change from the Big 8. That’s another story…) So growing up my family and friends often gathered to watch football games together. I also attended Kansas University, where Dr. Naismith invented basketball. So there was plenty of routing for the Jayhawks during college basketball season and March Madness. (What happened this past March? Very disappointing for Jayhawk fans.) My maternal Grandma grew up in Canada and as a youngster I often found myself at the ice rink watching hockey games, which brings me to one of my favorite sports story… I was watching a hockey game with my family sitting next to my Grandma. A fight broke out on the ice. Everyone stood up to see what would happen, including Grandma. The gentlemen in front of Grandma decided they could see better if they stood on their chairs. She was rather short, under 5’, and wasn’t able to see through them and, given her age, wasn’t going to stand on her chair. She gently tapped one of them on the shoulder and politely asked them to step down off their chairs so she could see. The gentleman turned, looked at her, didn’t respond and went back to watching the fight from the top of his chair. Well, my Grandma may be short, but she was not someone to be ignored, so instead of the fight I was watching to see what Grandma would do. She tapped on the gentleman’s shoulder again and politely asked him and his friend to stand down. No response. Grandma looked at me and the back of the two gentlemen standing on their chairs. Her hand balled up into a fist then she swiped it across the back of one of the guy’s knees. They both went down. Grandma got to see the rest of the fight on the ice and those guys didn’t ever get back up on their chairs during the remainder of the game.
6. How has the ticketing industry changed over the past year? Last three years?
Like many occupations, the biggest change in ticketing over the last several years is technology. Technology is changing how tickets are sold, the actual “ticket” itself and what skills are required as a ticket seller and manager. The Internet allows tickets to be bought and sold virtually, so the rules around how tickets are sold, who can sell them and how to best serve the customer shift each time there’s a new technology. Buying a ticket is very simply securing admission to an event. But a “ticket” can be a physical piece of paper, a wristband, a bar code or a flash of pixels on a smartphone. The key is to have the technology that provides an organization and/or venue the ability to track the sales through multiple sales channels and allow the customer access. Each time there’s a new piece of technology a ticketing operation must understand how it works, adjust operations to account for it then implement it. That means ticketing operations and software providers must shift fast and often to keep up with technology.
7. How do you motivate your team in this tough economy?
I motivate my team in this tough economy by focusing on the INTIX vision and purpose. Every business is feeling the affect of the economy, which means that adjustments in organizational structure, delivery of goods and services, and revenue streams must be evaluated. The economy, in essence, is giving businesses an opportunity to reinvent themselves and align goods and services based on their vision. It results in a lot of change. As humans we are typically uncomfortable with that change and even doubt it when intellectually we know it’s the right choice. By focusing on the vision we make the adjustments and look toward the goal, which inspires and motivates. My team is an amazing combination of outsourced experts and an incredible volunteer leadership. Many of them motivate me in this tough economy!
8. Name three Mentors (at least) and Why They’ve Had an Impact
In looking back over my career there were several people who come to mind as mentors. Here are those stories… After talking with three different advisors at the KU School of Business about getting a concentration in theatre to craft my own arts administration undergraduate degree without any luck, I gave up. Instead, at the beginning of my junior year in college, I opened the timetable turned to the Independent Study class listed in the Theatre Department and called the professor listed – Dr. Ron Willis. I told him what I wanted to do then asked if I was crazy to combine business with theatre. He suggested I meet with him. Little did I know I had called the Administrative Director of the Theatre Department. Not only that, Dr. Willis was also the National Chair of the American College Theatre Festival, an educational program for colleges and universities at the Kennedy Center in DC. After meeting him, and realizing I had gone directly to the top without knowing it (ignorance is bliss), he reassured me that I was not crazy and provided opportunities for me to learn about arts administration. My experience working with Dr. Willis and his support solidified my career choice. JoAnn Overholt was the Administrative Director at Arena Stage in Washington DC. She had been with the theatre a long time when I began working for her. She had a sense of where the theatre had come from and what it could become. She also had a no-nonsense approach to whatever came up. We talked about whatever was going on, evaluated fairly from all sides and through that communication collectively identified the solution. I still use this process today! I first met Leon Scioscia when I applied for a job at Arena Stage. He was professional, polite, organized, thorough and personable. He made an amazing first impression. I then had an opportunity to work with Leon at the Kennedy Center, where I got to see his diplomacy first hand. I aspire to his level of professionalism. Last and certainly not least, my family – Father, Mother, sister, brother and certainly my maternal Grandmother – have supported and encouraged me throughout my life. They have served as my foundation and touchstone and have grounded me through the ups and downs of my life. They have stood by me when better choices could have been made and have celebrated my successes. Because of them, I am who I am, and a better person for it.
9. What should a sports team or business Know About Your Company and Why It is Unique?
The International Ticketing Association is a unique resource of information and connections including professional peers, business suppliers, industry trends, best practices and learning opportunities for entertainment ticketing professionals. A sports team or business should know about INTIX and utilize its’ services when it wants to learn about industry trends and innovations, develop or hire staff, contract with a business supplier or establish/improve operations. There are multiple ways to connect online, via email, and even in-person at the 32nd Annual Conference and Exhibition January 18-20, 2011 at the Hilton San Francisco Union Square. To inquire about services or becoming an INTIX member please go to www.intix.org, call +1 212.629.4026 or email info@intix.org.
10. Executives always talk about passion in their job. What are you passionate about and why?
The people selling tickets are the public face of an organization. They are the ones talking with the customers and creating that first impression. That impression – positive, negative or neutral – impacts the bottom line. The ticket office is also typically a significant source of revenue for an organization. I have had amazing opportunities working with people and organizations that understand this and have valued input and perspective from the ticketing department. My passion is to elevate the ticketing/customer service/sales profession so more people understand the value and insight ticketing professionals can bring to the table. In doing so, operations can work more collaboratively and innovatively to serve the customer and ultimately increase the bottom line for the organization.
——— If you would like to see other “10 Questions with….” Here are links to previous interviews. If you would like to see all 30 people, click on the “people” link to the right.
Nicole Alison – National Hockey
League Executive Josh Rawitch – Vice President of the Los Angeles Dodgers
Chris Hibbs — Senior Director, Chicago Bears
Bill Robertson — Vice President, Minnesota Wild
John Drum — Vice President, Arizona Cardinals
Fred Claire — Former General Manager and Executive Vice President, Los Angeles Dodgers
Bill Shumard — CEO Special Olympics Southern California
Brad Mayne — President and CEO American Airlines Center
Tim Mead — Vice President, Los Angeles Angels
Jeff Idelson — President, Baseball Hall of Fame
Jim Small — Vice President, Major League Baseball for Asia
Bill Chapin, Director, Seattle Seahawks
