Meet Bill Robertson, Minnesota Wild

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June 16th, 2009 admin Leave a comment Go to comments

Maybe one day you want to work in the NHL . Maybe you have already fulfilled that dream and you want to be a Vice President for a team. Maybe you just want to move up in the sports management business. In order to get a better insight, we posted 10 questions about the sports business to an NHL executive. Meet Bill Robertson of the Minnesota Wild.

Bill Robertson is in his 12th season as the Vice President, Communications & Broadcasting for the NHL’s Minnesota Wild and Minnesota Sports & Entertainment. Since joining the company in January 1998, Robertson’s responsibilities include overseeing the organization’s media relations, community giving, team publications, web content and overall broadcast efforts along with club’s NHL and local broadcast schedules. He also oversees communications efforts for all events at the Xcel Energy Center. He is the organization’s main spokesperson. In addition, Robertson plays a key role in the club’s team marketing and corporate partner initiatives. He served as the organization’s main liaison and led the strategic-planning of the record-breaking 2004 NHL All-Star Weekend events, World Cup of Hockey in 2004 held in St. Paul and the 2001 and 2008 Lester Patrick Awards Banquets. Robertson is involved in all aspects of the business planning and execution of these high profile events, which showcased MSE, Xcel Energy Center and the City of St. Paul on a national and international stage. He has been honored with several Olympic assignments (1984, 2002 and 2006) and played a major role in the inception of four professional franchises (Minnesota Timberwolves, Mighty Ducks of Anaheim, Minnesota Wild and Minnesota Swarm (lacrosse). Robertson has received several distinguished media awards including several Dick Dillman NHL Press Box Awards. In Minnesota, Robertson has been honored as “One of the 100 People to Watch” from Minneapolis/St. Paul Magazine and Twin Cities Business Journal’s “40 under 40.” Robertson, 48, is a 20-plus year veteran in the sports communications and broadcast field and has worked full-time in the NBA, NHL and MLB amongst other sports and team assignments. He and his wife, Beth, son, Brett, daughter, Brooke and Dog – Max reside in Eagan, Minnesota.

1. Tell Us What Your Average Day is Like?

A: The great thing about working in sports in there is no typical day. I find myself reviewing fine details on a regular basis, but also take time everyday to think creatively at a 50,000 feet level and see the big picture. I have found that being flexible and adaptable is really important attribute while working in the sports industry. I push myself to make one or more pro-active item happen each day. I think what makes the sports field most exciting is that every day is so different.

2. Tell us about your Career Path, including your Current Job?

A: I had always wanted to work in sports as a young child growing up in St. Paul, Minnesota and new that would be my calling at a very young age. I sold souvenirs and publications for the Minnesota Twins, Minnesota Vikings and Minnesota Kicks (outdoor soccer) teams as a young person that helped pay for my college education at Cal State University Fullerton. I worked part-time, while in school in the Fullerton Titans SID office, followed by a media relations stint with the LAOOC working the 1984 Olympic Games in Los Angeles. I worked several part-time sports jobs until I received my big break with the expansion NBA Minnesota Timberwolves in 1989 as Director of Communications. I was with the Wolves from 1989-1993. I then received an opportunity to come back to Southern California to help start-up the Mighty Ducks of Anaheim with The Walt Disney Company. Mid-way though my Disney career, the company acquired the then California Angeles and I was asked to become Director of Communications for Disney Sports Enterprises. I believe I was the first person to be Director of Communications for two (2) major professional sports franchises at the same time working in the NHL and MLB (from 1993-1998), while working for a Fortune 5 company in Disney. I have been in my current role as Vice President of Communications & Broadcasting with the NHL’s Minnesota Wild and Minnesota Sports & Entertainment since 1998. I loved every minute of helping return the NHL to Minnesota. The Wild have sold-out every game in club history and a streak of 365 consecutive NHL games. While being with the Wild, I have also had the good fortunate to work as a USA Hockey media liaison for the 2002 Winter Olympics in Salt Lake City and again in 2006 with the Winter Games in Torino, Italy helping the men’s and women’s ice hockey teams with their public relations and communications efforts. I have had some great work experiences!

3. What was the best advice you ever received?

A. The best advice I have ever received is be yourself and do the best you can. My father and mother, (Norb and Gwen Robertson) and my brothers, Mike and Tim always stressed to be yourself and trust your instincts. At the same time be honest, ethical, up-front and most of all be a good and giving person. Other great advice came from my former boss with the Wild, Tod Leiweke who would always say, “Keep your powder dry.” I think there is a lot of truth to that statement when you work in professional sports.

4. What are your top sports memories you are most fond of telling others?

A. I have always liked the opportunity to develop lasting relationships with different people and I know I really like helping and servicing clients and the media. I love being at the live events working with the local, regional and national media. I am a true sports fan as well and love playing and watching sports my entire life. I have worked many great events: Stanley Cup Playoffs, NCAA Frozen Fours, Summer and Winter Olympics, first-ever interleague MLB game. I have so many great sports memories and could list so many events.

5. Describe the areas of opportunity for growth in hockey?

A. I believe the opportunities in hockey will continue to take place with the growth of the women’s game at all levels. These young ladies will play a large role in the growing hockey fan base. I feel we have only scratched the surface with the women’s audience as they will be the season ticket holders of tomorrow. We will need to continue to cultivate the women audience. In the NHL, I believe the growth will take place in television exposure and now with HD playing such a prominent role in fans tuning in to watch the NHL games. The new advance digital platforms have advanced the game on so many levels and continues to grow.

6. What kind of Advice Would you Give Someone Who One Day Wants A Position Like Yours?

A. I wake up every morning, and look in the mirror saying “I love what I do and was born to do this for a living.” I believe it takes a special type of person to work in sports. Hard work, dedication, commitment and a love for what you do are the keys. At a young age, I believe the best ingredient is to “network” like crazy with people who work in the industry and start developing those relationships at a young age. I sure did and it still took me a while to receive my first big break in obtaining a full-time position. I also wish I would have gained more real hands-on public relations work experience at the start of my college career so I would be better prepared for the start of my full-time work experience.

7. Name at 1-3 Mentors you have had and Why They’ve Had an Impact

A. I have had several mentors in the sports world including: Steve Brener, the former Los Angeles Dodgers PR Director and know owns his own sports marketing company in Southern California. He was helpful at the start of my professional sports career in guiding me down the path of success. I also learned a lot from Mel Franks, the top SID at Cal State Fullerton, who gave me an opportunity to learn on the job as a student assistant. He was the ultimate multi-tasker who worked so well with limited budgets and personnel. Mel had such an easy-going personality and was a great teacher and very patient man. Another, who have helped me along my career were Kevin Sullivan, who most recently worked in the White House as Communications Director for George W. Bush. I met “Sully” when I was with the Timberwolves and he was with the Dallas Mavericks as PR Director. He now has his own communications consulting business and one of the most engaging and smartest people in the communications profession. He always took time to talk over strategies and shared information/best practices. I admire him for all he has to offer. One last mentor is Tod Leiweke (my former boss at the Minnesota Wild) the current CEO of Vulcan Sports in the northwest region of the United States. He currently runs an NBA franchise (Portland), and NFL franchise (Seattle) and a professional soccer (Portland) franchise. He is an amazing person and someone who always cared about the person and family first before the job. He had the perfect balanced approach to running a professional sports franchise.

8. How Has the Economy Affected your business?

A. Budgets are tighter and we need to more efficient with our resources and time commitments. The newspaper and publications industry is changing daily and not getting better. More and more information is being shared over the Internet and websites. We have to work smarter with less resources and personnel. I also see a huge trend of blending the traditional media with the new social network opportunities and that will only continue to develop in the years to come.

9. Finish This Thought. People Wanting To Work in Sports Should Do the Following:

A: Always be pro-active and not-reactive in everything you do. Work to secure several internships before entering the sports job market to gain valuable experience. Also network with everyone you can in the area of your chosen profession. By being flexible and adaptable and working hard you can achieve your goals. Understand the differences in all the mediums used today. Today’s communications executives have to understand the use of new technology (social networking avenues, blogs, Twitter, texting, blackberry’s etc.), while at the same time continue to work with the traditional forms of media. Sports media is changing and will continue to change year by year.

10. If I had it to do all over again, I would…..

A: Life is a true adventure and I wouldn’t change a thing, except spend more time with my wife, Beth, son Brett, daughter, Brooke and dog, Max. They are my true inspiration. In dreaming fashion, I wished I could have hit a major league fast ball and curve ball and played 20-plus years in the big leagues or continually shoot in the low 70′s on the golf course!

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