1. TO REGISTER, visit
www.SportsFacilitiesandFranchises.com.
Industry Leaders Converge on Pittsburgh
Tracking a Course for the Future
Here Are 70 Reasons You Need To Be There!
SPORTS FACILITIES & FRANCHISES SPEAKER FACULTY
Featured Sessions
 Art Rooney II, Co-Owner & President, Pittsburgh Steelers
 Bob Nutting, Chairman of the Board, Pittsburgh Pirates
 David Morehouse, President & CEO, Pittsburgh Penguins
Panelists and Speakers
 Anthony LeBlanc, Co-Owner, President, CEO & Alternate Governor,
Phoenix Coyotes
 Len Komoroski, CEO, Cleveland Cavaliers & Quicken Loans Arena
 Don Smolenski, President, Philadelphia Eagles
 Frank Coonelly, President, Pittsburgh Pirates
 Tim Hinchey, President, Colorado Rapids
 Al Guido, COO, San Francisco 49ers
 Asim Pasha, Co-Founder & Co-CEO, Sporting Innovations
 Christopher Heck, Chief Revenue Officer, Philadelphia 76ers
 Keith Wachtel, Executive Vice President, Global Partnerships, NHL
 Derek Schiller, Executive Vice President, Sales and Marketing, Atlanta
Braves
 David Peart, Senior Vice President Sales and Service, Pittsburgh
Penguins

2.  Ryan Montoya, Senior Vice President, Strategy and Innovation,
Sacramento Kings
 Chris Schlosser, Vice President, MLS Digital
 Rob Laycock, Vice President, Marketing, Pacers Sports & Entertainment
 Mark Adamle, President, Sales, Intersport
 Randy Bernstein, President & CEO, Premier Partnerships
 Jeff Knapple, President & CEO, Van Wagner Sports & Entertainment
 Denis Braham, Co-Chair, Sports Business and Public Venues Practice
Group, Winstead
 Rob Borella, Senior Director, Marketing and Corporate Communications,
Giant Eagle Supermarkets
 Tom Scarangello, Chairman, Thornton Tomasetti
 Mike Voge, Senior Editor & Content Strategies, Washington Capitals
 Brian Goerke, Senior Vice President, Strategic Sponsorships, PNC
Financial Services Group
 Joni Lockridge, Director, Digital Strategy, PGA of America
 Nicole Jeter West, Senior Director, Ticketing and Digital Strategy, USTA
 Carl Mittleman, President, Sports and Entertainment, Aramark
 Chase Martin, Director, Development, The Cordish Cos.
 Steven Nelson, Senior Vice President, Health Plan Strategy, Product and
Marketing, Highmark
 Mark Stross, Chief Technology Officer, ANC Sports
 Mark Rooks, Vice President, Sports and Community Marketing, Dick’s
Sporting Goods
 Ben Ackerman, President, Experience
 James Kovach, Vice President, Business Development, CrowdOptic
 Michael Hanna, Vice President, Emerging Business, Ericsson
 Brock Bergman, Founder & CEO, LoyalTree
TICKETING SYMPOSIUM SPEAKER FACULTY
Keynote
 Don Marinelli, Co-Founder, Entertainment Technology Center, Carnegie
Mellon University
Panelists and Speakers
 Susan Cohig, Senior Vice President, Business Affairs and Integrated
Marketing, NHL
 Mark Plutzer, Vice President, Ticketing, MLB Advanced Media
 Samuel Gerace, CEO, Veritix
 Danielle Maged, Global Head, Business Development and Partnerships,
StubHub
 Bryan Perez, President, Digital, Ticketing and Media, AEG
 Cole Gahagan, Executive Vice President, North America Client Revenue,
Ticketmaster
 Ben Milsom, Chief Ticketing Officer, Tampa Bay Buccaneers
 Steve Swetoha, President & CRO, Tulsa Pro Hoops

3.  Jeff Morander, Executive Vice President, Ticket Sales and Strategy,
Phoenix Coyotes
 Drew Cloud, Executive Vice President & Chief Sales and Marketing Officer,
Pittsburgh Pirates
 Brian Basloe, Senior Vice President, Suite and Ticket Sales, Brooklyn Nets
& Barclays Center
 Mike Burch, Vice President, National Sales and Marketing, Speedway
Motorsports
 Tim Zue, Vice President, Business Development, Boston Red Sox &
Fenway Sports Management
 Barry Gibson, Vice President, Ticket Sales Development, Indiana Pacers
 Colin Faulkner, Vice President, Ticket Sales and Partnerships, Chicago
Cubs
 Mark Rossi, Vice President, Sales and Marketing, Dover Motorsports
 Todd Lambert, Vice President, Ticketing, Detroit Lions
 Jake Reynolds, Vice President, Ticket Sales Philadelphia 76ers
 Anthony Perez, Vice President, Business Strategy, Orlando Magic
 Alexander Michael, General Manager, Entertainment, LivingSocial
 Mike Ondrejko, COO, Legends Global Sales
 Steve DeLay, Managing Director, SRO Partners
 Bill Sutton, Director & Professor, Sport and Entertainment Business
Management Graduate Program, USF
 Mike Lorenc, Industry Head, Ticketing and Live Events, Google
 Guy Villa, Vice President, Sales Veritix
 Kenny Farrell, Senior Director, Business Strategy and Operations, Arizona
Diamondbacks
 Richard Pinnick, Head, Global Business, Fortress GB
 Kevin O’Toole, Senior Director, Business Intelligence, Cleveland Cavaliers
 Chris Zaber, Senior Director, Ticket Sales & Service, Pittsburgh Pirates
 Josh Logan, Director, Ticketing and Marketing, NCAA Championships &
Alliance
 Josh Brickman, Director, Strategy and Analytics, Monumental Sports &
Entertainment
 Ron Contorno, President, Full House Sports Marketing and Full House
Direct
 Michael Shaw, Sports Vertical Lead, GrouponLive
 Sam Caucci, Founder & CEO, Sales Huddle Group
For the complete PROGRAM AGENDA and to REGISTER,
visit www.SportsFacilitiesandFranchises.com.

4. For more information about this commercial email, write to: Customer Service, Street & Smith's Conference
Group, 120 West Morehead Street, Suite 310, Charlotte, NC 28202.

5. http://www.sportsbusinessdaily.com/SB-Blogs/On-The-Ground/2014/06/SFF-Building-Value-
with-Corporate-Partners.aspx
Building value with sponsorships
Rob Borella, Giant Eagle
Brian Goerke, PNC Financial Services Group
Steven Nelson, Highmark
Mark Rooks, Dick's Sporting Goods
A quartet of brand-side marketers discussed developing activation elements that connect the
brand to the sport in a discussion titled, “Building Value with Corporate Partners,” at the 2014
Sports Facilities and Franchises conference in Pittsburgh.
Each of the four marketers had different requirements for their sponsorship deals in sports. For
Rob Borella, senior director of marketing and corporate communications for the $10 billion
food, fuel and pharmacy retailer Giant Eagle Supermarkets, “It’s mostly about driving traffic
into stores.” Borella and Giant Eagle have sponsorships with several pro and collegiate sports
teams within Giant Eagle’s five-state footprint. With the Pirates, Giant Eagle sponsors an
Advantage card that provides a ticket package deal for Sunday games.
“We prefer full team rights, and we leverage as much of that as possible,” said Borella. “We
want to be the official supermarket for our teams. We’ll also have apparel, shirts, hats in a
dedicated space in our supermarkets for our hometown teams.” Borella added that Giant Eagle
is in the process of finalizing some big deals now. “When we look at a new deal, we want to
know what the b-to-b opportunities are for Giant Eagle,” he said.
Brian Goerke, the senior vice president of strategic partnerships for PNC Financial Services
Group, manages the company’s naming-rights agreements in many markets where PNC
operates, including partnerships with the Steelers, Penguins, Penn State, Arnold Palmer, the
Baltimore Orioles and Washington Nationals. Goerke explained why the naming-rights deal for
PNC Park has been beneficial. “The ballpark has the reputation of being one of the best in the
league,” said Goerke. “Particularly for a bank, you’ve got to give yourself a personality. The
stadium sponsorship has really helped us with that.”
Otherwise, Goerke noted, “The PNC Park deal still has six years left, so we’re not going to spend
much time evaluating it.” With the Penguins, PNC sponsors the Legends (club) Level at Consol
Energy Center, which includes displays featuring the top ten moments in Penguins history.
“(Penguins senior vice president of sales and service) David Peart is great to work with there,”
said Goerke. “That’s a sponsorship that’s really working for us.”
Asked by moderator Terry Lefton about the most common sticking points when trying to
finalize a deal, Goerke responded, “Back in the day, you always wanted exclusivity. But in the
real world of budgets today, you have to be more open about what works best for both

6. parties.” Goerke shared the news that PNC is close to announcing a renewal of its agreement
with the PGA.
Steven Nelson, the senior vice president of health plan strategy, product and marketing for
Highmark, was complimentary of his company’s partnership with the Pirates. “For us, it’s about
activating in the venues,” said Nelson, a former marketing executive with GNC, Disney, Notre
Dame and Miller Brewing. “The Pirates work really well with us. They have a lot of good
approaches to finding what our needs are. If someone wants to show me their data, as the
Pirates have, I’ll meet with them for as long as they want.”
That’s essential in this era of high-priced sponsorships, everyone on the panel agreed. “At the
end of the day, it’s a big budget line item,” said Nelson. “How you spend those dollars is really
well critiqued.”
Nelson was also appreciative of Highmark’s relationship with the Penguins as the hockey club
started designing its arena, Consol Energy Center. “We actually sat down with the architects
about what might work for us with inventory assets,” said Nelson. “It was a real partnership.”
For Mark Rooks, vice president of sports and community marketing for Dick’s Sporting Goods,
community activation is vital. Dick’s, the naming rights sponsor of the Colorado Rapids stadium
outside Denver, sponsors several youth soccer programs through the MLS club. It does the
same thorugh its sponsorship of the Penguins. “Building an authentic and meaningful
relationship in the community is important for us,” said Rooks, who was formerly with Pepsico,
where he worked with the NFL, NHL, MLS, MLB and numerous sports venues. “It builds up a
tremendous amount of good will.”
The marketers also agreed that flexibility in a potential deal is important for sponsors. “When
you have the opportunity to write a new deal, it’s an opportunity to look to get some of the
things you really need,” said Rooks. “I like flexibility in deals. There’s always going to be a
sponsorship fee, but you want the flexibility when your needs change.”