NHL Executive Nicole Allison
Nicole Allison is entering her 5th season with the National Hockey League. Nicole has worked in the Club Consulting and Services Department where her main responsibility is to work closely with member Clubs on all facets of the business- ticketing, sponsorships and marketing. Nicole previously worked for the Phoenix Coyotes for two (2) years as Director, Sales and Service where she was responsible for all ticket sales as well as the relocation to Glendale Arena. During the lockout, Nicole worked as Director, Community Relations and Fan Development.
Prior to working for the Coyotes, Nicole worked at the Philadelphia Flyers for five (5) years as Director, Sales and Service. Starting as an intern in the Public Relations Department, she then moved into the Sales and Services Department as a Manager. In this role, she oversaw all aspects of Season Ticket/Partial Plan renewals and sales as well as all individual game promotions. Nicole attended Wittenberg University in Springfield, OH where she received a bachelor’s degree in Political Science with a minor in Journalism. She received eight varsity letters during her tenure, playing field hockey and lacrosse.
1. Tell Us What Your Average Week is Like?
In Club Consulting, we meet with NHL Clubs to review ticket sales, sponsorships and anything else they need to discuss. We also have many phone calls (whether individual or conference calls) to work with Clubs on getting information that could help them either sell more tickets or secure more sponsorships, analyze reports to see trends in the business, set up conference calls in regards to ticketing and sponsorships, plan regional meetings based on certain topics (Retention Meetings, CRM, etc). Depending on travel/season my work week can run anywhere from 45-70 hours.
2. Tell us about your Career Path, including your Current Job.
After college I became a PR Assistant/Intern at USA Basketball for about 6 months and then became an intern at the Philadelphia Flyers in their PR department. After completing that assignment, I volunteered at Comcast SportsNet and then was an assistant to the VP, Operations for a few months until I was offered the position as Manager/Director, Sales and Service at the Philadelphia Flyers. That position was responsible for overseeing all renewals, individual game sales, marketing promotions as well as planning all events for ticket holders. After 5 years at the Flyers, I was offered a position as Director, Sales and Service for the Phoenix Coyotes. After working for a traditional and “sold-out” Club, I had wanted to try working for a non-traditional market and get more experience selling tickets in addition to growing the fan base in Arizona. After the lockout, I took a role at the NHL in the Club Services Department. Here we work with all the Clubs on all league initiatives as well as assist Clubs with ticketing and sponsorship best practices and analysis. Moving forward I will be working in the Partnership Marketing Department.
3. What was the best advice you ever received and let us know if you follow it today?
Its all about people. Make sure you have the right people in the right spots and take care of them. Work should be a family of sorts and if your people are happy and growing professionally, the work and their efforts will show it. I also make sure to never ask someone to do something I either haven’t done or wouldn’t do myself. Can’t be “too big” for any task.
4. What are your top sports memories you are most fond of telling others?
My favorite sports memory (in the business) is with the Philadelphia Flyers. It was after 9/11 and the Flyers were playing the NY Rangers in a pre-season game. The President spoke on national TV that night to announce that we had just gone to war in Afghanistan. We played the interview on the jumbotron (was during the 2nd intermission). My boss at the time, Ron Ryan who was the President at the time, came down to the bench to speak with the Rangers. They called the game. Both agreed it was not the right thing to play a hockey game after an announcement like that. The teams shook hands. When I got home, it was the top story on Nightline.
5. Describe the areas of opportunity for growth for the rest of 2009.
In a nutshell- data capture/analysis and retention efforts. We are all moving towards different means to reach people- so data capture is important. Taking the data received and analyzing it is so much more important. Clubs will need to be more strategic in how they attack ticket sales and sponsorships (whether new or old) and be able to show ROI- not only to corporations (sponsors and suite holders) but to season ticket holders. There are so many events/activities families can do now that we need to show them the money is well spent and be as flexible as they need us to be. Companies are holding back and will only put their money where they think will help them grow THEIR business.
6. What has changed the most since you joined the NHL?
We are much more strategic in what we do and how we go about doing it. To me, the NHL is only getting stronger. This past year alone, we surpassed everything we could have hoped for in terms of growing the fan base- between the Winter Classic, Premiere Games in Europe, the Playoffs, and our players’ popularity.
7. Name at 1-3 Mentors you have had Why They’ve Had an Impact
1. Ron Ryan, Former President of the Philadelphia Flyers. Probably the smartest man I have ever worked with and a great person who cared very deeply for his team and people . I learned more in 5 years with him than in anything else I have ever done. To this day, I always ask “What would Ron do”? 2. I would also have to mention Chris Overholt, VP, Marketing Partnerships at the Miami Dolphins. Have known him since his days with the Toronto Maple Leafs when I was just starting out at the Flyers. I have a great deal of respect for what he has done and how he does it. Whenever I need advice, I still bug him. He always gets it right. 3. Reid Watson- (he’s Mr. Watson to me) my high school history teacher and a lacrosse coach. Those who know him would agree!
8. In the last 6-9 months, the Economy has changed the way we do business?
Retention and ROI. More emphasis on both and shift in top categories. Gone are the days where sports is a privilege, we now need to be better partners to our partners. We need to show them that we can help them and not vice versa.
9. What are you passionate about and Why.
People. When it comes to fans, I love to make them happy and fight for their needs. Its a great release from everyday worries- especially in these times. When it comes to people in our industry- whats intriguing to me is that everyone (for the most part) starts at the bottom and works their way up- so they know what its like to be in the trenches. Everyone is there to help each other- no matter what Club/League you are working in. Makes the long hours much more bearable when you know you are working with great people who not only care about the sport, but also about their colleagues successes.
10. If I had it to do all over again, I would change the following things about my path…..
I would have gone to Business School. Still might. But then again, I don’t think I would be where I am today if I had just done that. For what I do, you need hands on experience. Although, I’d be much better at Excel.
