SPORT MANAGEMENT STUDENT INTERVIEW WITH JIM LORIA

POSTED BY: Monica McAlister, Sport Management Student at George Mason University

Q) What are your specific duties as President of the Sioux Falls Stampede?

A) Even though I am President of the franchise, I do not get involved in the hockey operations nor offer any input. We keep that separate, which I have no problem. My sole focus is to administer the business side, where my chief responsibility is to lead the way in securing and finding new revenue opportunities. That would derive from all facets of ticket sales, corporate sponsorships, promotions, community programs, special events and social media developments. I am also responsible for the “image” of our franchise, all marketing, sales product development and our community relations projects and involvement in public affairs.

Q) Is there anything that inspires you every day to go to work? What is it?

A) I truly love my job. It is my hobby. I have been at this for 30-plus years and have never stopped loving what I do. What is most rewarding about my job is that we get to work with amateur players (considered the best in the country) at the ages of 16-20 and teach them how to smile, get involved with the community and interact socially. There are the relationships with our fans and business partners too. We create memories and winning business plans. I am also fascinated by people and learning how everyone connected the dots in their life and what footsteps they took to arrive in the position’s they currently occupy.

Q) What was your degree focus when you were in college?

A) I never went to college. I did attend a Vocational High School in Massachusetts where my trade I studied was Industrial Arts. That probably was a blessing in disguise for me because this 4-year trade school taught me a lot of creativeness, design work, printing, photography, graphics… all skills that my job takes on today and in years past. I’ve always been very hands on with each of our publication and print jobs more so because of my understanding and love for those jobs!

Q) What is your opinion on the ‘new’ Sports Management degrees programs?

A) I think the school's today have really elevated their Sport Management programs and are much more in tune with the needs of the sports business, especially with many school's now instituting actual SALES COURSES! It's the one skill most all employers in the sports business gripe about - the fact that the graduates just are not ready made to jump right in and be counted on to be an immediate contributer! Years ago, I remember when I tried to move away from my job in hockey with the Washington Capitals and despite a decorated resume (all PR at the time), I was even once told by a sports related agency that my resume said "I Couldn't Sell A French Fry!" That's when I started to understand my key to a successful future in this business was to find a way to become a "revenue generator".

Q) Can you tell me what are some skills that you feel are often over looked that are needed to be successful in the Sports Industry?

A) Writing, Speaking, Communications and Follow Through are at the top of the list. I see it with so many young kids coming out of college. They severely lack these skills, degreed or not. On the flip side, you can have the most decorated resume in the world but if you can't "smile"... "look someone in the eyes"... "effectively communicate", than the degree is wasted. I don't think I am off base by saying that with most employers today, your resume can get you the interview, but it’s that first glimpse of you & the employer when you first meet that probably cinches half of the door opening up for you or staying closed.

That's why internships are so important. You are on display everyday. Your work is measured. Your ability to figure things out. Do you come up with solutions for problems you may incur or complain? Do you get along with others internally & mesh in with all departments? I'd rather teach someone knowing that the individual & I connected the dots to one another, than take a resume star that’s on another agenda.

Q) What made you go into the Sport business?

A) I grew up in the heart of Red Sox, Celtics and Bruins Nation in New Bedford, Massachusetts. I loved hockey and developed a correspondence with a hockey player in Canada that ultimately led to an invited trip to see this person play in Junior Hockey (a level that the NHL drafted its players). This helped peak my interest in the sport and I ultimately got a job opportunity to work in Junior Hockey in of all places - Billings, Montana in 1977. That was my big break and led me to a 30-plus year career in hockey management. In Billings, I began as the ‘jack-of-all-trades’ guy. I was one of three employees on the team. I was the receptionist, the media relations guy, the game night entertainment director, community relations, and the ticket salesperson. Whatever needed to get done, I rolled up my sleeves and did it. I probably worked around 80 hours a week back then. I rode a bike to work and did not drive a car. Snow, rain nor sleet kept me from getting to the office. What helped me most in my young days in this business was getting my feet wet in all departmental areas like promotions, events, sales and even learning people skills, communications, attention to details and follow though. My management career has covered all levels in the sport - junior hockey, minor pro and the big leagues (Washington Capitals, Minnesota North Stars and Carolina Hurricanes).

Q) What was a single moment in your career that you feel was a turning point?

A) Working in Regina, Saskatchewan back in 1979, my third year in the business. I was 24 years old then and met a ton of hockey people from all levels of the sport. Regina was (and is today) considered one of the mainstream franchises in Junior Hockey Canada. Everyone came to this city to scout our players. The one year I worked there, we had a Championship team and three first round NHL Draft picks on the playing roster. During that year, I actually had five NHL team’s offer me a job, so the exposure helped me as well!! I chose the Washington Capitals from the offers that came in!

Q) What path did your career take to get where you are now?

A) Learning how to SELL is what propelled my career. Teams are always looking to find revenue generators and I’ve had many choices of places to work because of what I had accomplished. I guess what made me attractive to a sports team owner was the fact that I could sell, but also handle marketing, PR, community, advertising and business… so I became a cost savings employee for a franchise if that makes sense!

Q) Can you give details about if you had a specific career goal when you first started?

A) Yes, I told my family that I wanted to work in the National Hockey League back when I was in high school. Everyone chuckled. When I got the chance to get the job in Montana (1977), I remember telling my family that I’d be in the Big Leagues within three years! That was bold because when I see the world today and know how very RARE it has ever been for a Junior Hockey employee to go directly to the NHL, I feel extra proud knowing that I did get to the NHL in my third year of working in Junior Hockey and had five teams come recruit me for a job!

Q) Have you accomplished it?

A) I feel that I have accomplished a life’s dream but I also believe you never stop learning each and every day regardless of the job you have… so there are still roads to travel and footsteps to keep taking!

Q) What is the greatest reward associated with your current position?

A) Definitely watching our players grow into men and seeing them achieve both as pro hockey players but even better as individuals that got educated and found fantastic careers in business! We’ve had some of our alumni that are now lawyers, doctors, policeman, architects, landscapers and such! That is so awesome to think we played a role in their development as a teenager! Also, through our work in the community, we are very proud of the fact that our club has contributed well over $500,000 in cash donations to our community in ten seasons and have been recognized for this type of special achievement!

Q) How did you find balance between your professional life and your personal life?

A) It’s the hardest thing to do. I have never met a successful person that has shut off the job after 5 PM between Monday-Friday. For me, I do owe my wife at least a Million catch up points already for all the things she’s done for me to raise our family while my job has occupied my time. My wife gets all the credit for raising our family. She is my rock as are my three daughters! I am a big homebody when my Stampede clock shuts off so it’s rare if I travel out of town so at least in body I am home more than not. But this job does occupy your time 24 hours a day.


Q) Will you share some experiences you’ve had, in either your personal life or your professional life, which you feel were good learning experiences?

A) For any student, expose yourself to all aspects of the field that interests you most. Internships are the best way. Don’t limit yourself to just one – do sample a few. Don’t attempt to pay off student loans with the first job you latch on to. Get a job with a company that has a GREAT REPUTATION and one that will give you an opportunity to develop and get your feet wet. Become a SOLUTIONS person vs. a COMPLAINER with only problems.

CONNECTING WITH YOUR EMPLOYER! Just like finding a date, it’s the ability to connect. It’s in your look. Your eyes and how you smile. Resumes, sometimes, are not the most important. It’s that MOMENT of contact. I, for one, want charismatic people who can SMILE. A hard-working professionally mature person with Integrity, Character, a CAN DO individual who’s not afraid of hours. We’ll teach the rest.



Jim Loria, Career Planning Expert for Sports Professionals
Email address: loria@sfstampede.com