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Professional Development

Reno’s Newest Ace: Making History in the Pacific Coast League

In new role, Emily Jaenson becomes the highest-ranking female in Minor League Baseball.

John Collins



Emily Jaenson, seen here, is the highest-ranking female in Minor League Baseball. (Photo via the Reno Aces)

The Arizona Diamondbacks Triple-A team, the Reno Aces, made major league news last week, announcing the recent hiring of Emily Jaenson as the team’s new General Manager. The move makes Jaenson the highest-ranking female in Minor League Baseball; the second GM in Reno Aces history, and the first female GM in the Pacific Coast League in almost twenty years.

As a lifelong sports fan and ambitious business professional, Jaenson is thrilled with the position and eager to get started, as it is essentially an extension of “who she is, what she does, and what she is most passionate about.”

“We are extremely excited to have Emily rejoin our team. She was consistently a superstar in her time in Reno, leading her team to success and influencing all aspects of our business,” said President Eric Edelstein. “Emily is a true leader. I’m thrilled to inject her energy, intelligence, and work ethic back into our Greater Nevada Field.”

Recognizing the unique reality of being a female in her position, Jaenson said that while she’s, “[there] to get to work, plain and simple- man, woman, or otherwise,” she does recognize the incredible opportunity to show young girls that a career in sports business is entirely possible, including at the highest level. The feedback and support the new GM has gotten has been incredible, with many reaching out personally or on social media to encourage the female trailblazer. In fact, while we were on the phone, Jaenson was contacted by the Girl Scouts to tell her what an inspiration she was.

Reno’s Mayor, Hillary L. Schieve, continued with the praise, lauding Jaenson for how personable and talented she is.

“What a wonderful person she is, and she’s also very dedicated to the community, the mayor of the city, I’m incredibly proud. It shows that females are breaking stereotypes and barriers all the time.”

Jaenson’s background is particularly well-suited for this opportunity. Her interest in and affinity for sports goes way back.

“I grew up with sports a common theme in my life…building a foundation in the love of competition.”

The sports junkie played soccer, basketball, cross-country, track, and as the middle child growing up with two brothers in a somewhat rural area outside Chicago, “athletics were our childhood.”

Jaenson went on to pursue a degree in advertising from the University of Illinois at Urbana-Champaign, and was first hired by the Chicago Bulls in their ticket office. It was there that she got a thorough understanding of what lays at the foundation of the sports business.

“I cut my teeth in sales. That’s part of who I am,” said Jaenson, describing her first job in sports, “Grinding out 80+ calls a day…that made it apparent that ticket sales is the lifeblood of any sports organization.”

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Growing up with sports, breaking into the business in sales, and learning the valuable lesson of the importance of ticket sales makes Jaenson an excellent fit for her new role.

She attributes her ability to break boundaries and rise to such a prominent position with the Aces to a Steve Martin quote that’s framed in her office and one that she adheres to. “‘Be so good they can’t ignore you.’ That quote is a thread of who I am, and what I bring to all jobs and endeavors…it’s the core of my being.”

With the Diamondbacks mostly responsible for the roster, Jaenson’s primary focus in her role is on the business operations side of the organization. As a member of the executive team, what Jaenson loves most about her new position is, “the ability to be a contributor- impacting everything from leadership to finances and communication. It’s the business that drives my enthusiasm and my drive really comes from the business of baseball.”

Like with everything she does, Jaenson strives to be the best, making the Reno Aces the best in the business almost by proxy.

“70 home games a year entertaining fans. Working behind the scenes to create a great experience for fans and for players who have worked their entire lives to get here…that’s our business,” Jaenson noted.  

That emphasis on entertainment is a major initiative and driving force behind her plans with the team; contributing to make the game more accessible, and sharing the opportunity to create lasting memories. “After all, that’s what it’s all about- making memories,” Jaenson pointed out.

That’s one of the particular advantages offered by Triple-A baseball. It’s about affordable fun for the whole family, with the entire emphasis on the consumer. Reno’s new GM mentioned that “not everybody that comes to Aces games is a baseball fan; it’s all about the entertainment and experience. Whether it be actually being keyed into the game, playing on the playground, taking in a beautiful sunset, or trying the food, drinks, and other fun things taking place at the ballpark.”

Jaenson’s other main focus is being a positive contributor to the community, on both a personal level and for the Aces as a larger baseball organization. That trait is a major part of her personality, as she noted that, “good things come to those who work their tails off, keep in touch, and maintain giving relationships.”

Whether it be personally connecting others with job opportunities and acting as a “steward of her network,” or more broadly with the team by providing positive experiences, encouraging accessibility, and building strong relationships within the community, giving back is her personal mission.

As one of only two professional teams in the area, Jaenson’s goal for the Reno Aces is to be a proud pillar of the community, dedicated to “giving back, offering inclusive and engaging experiences at our ballpark…whether it be with the games, the three adjoining restaurants, or the outdoor stage providing a place to hold events and even recently hosting a wedding.”

Given her background, experience, and personality it’s evident that the Aces are going to be glad that when they called Jaenson to be their new GM, she said, “Let’s go!”

A Communication major from the University of Southern California, with eclectic experience in the sports, business, and the entertainment industry, John Collins is the baseball writer at Front Office Sports. An avid sports fan and highly opinionated writer, John is of the firm belief that Bull Durham is far superior to Field of Dreams and looks forward to you telling him otherwise. Reach out: any time!

Professional Development

Fuel Academy Propels Fans and Staff At Michigan International Speedway

In the past, MIS brought on seasonal staff to help its ticket sales and customer service efforts. However, this year it formalized that program and structured training, branding it Fuel Academy.




MIS Fuel Academy
Photo Credit: Mike DiNovo-USA TODAY Sports

Breaking into the sports industry can be a daunting career path, so Michigan International Speedway has launched a training program that not only helps young professionals, but aims to improve the track’s customer service as well.

In the past, MIS brought on seasonal staff to help its ticket sales and customer service efforts. However, this year it formalized that program and structured training, branding it Fuel Academy – an effort MIS President Rick Brenner says aims to help both the employee and the organization.

“For the past few years, we’ve worked to create and implement outbound sales to provide customers with better service, and allow folks to talk to people here at the track,” Brenner said. “Now, we want to frame it up, give it its own face and brand — the goal is to create an opportunity for young people to come in and grow and sell tickets.”

READ MORE: A Look at the New Foundation of Richmond Raceway’s Ticket Sales

Brenner said the development of the Fuel Academy was a group effort internally at MIS, especially spurred by the hiring of Ryan Shelton and Michael Neis. They helped put together a “guide book” for success and lead the Fuel Academy class through role-playing conversations and product knowledge before letting them loose in sales efforts.

Shelton, the vice president of business operations, joined MIS earlier this year following six years with the Salem Red Sox, including three seasons as the team’s president and general manager. Neis joined the team as director of ticket sales and service following six years with the Oakland Athletics, most recently as director of membership and premium services.

“A lot of young professionals, college students, are looking for their first opportunities to get into the sports business,” Brenner said. “This is an opportunity for them to learn from some of the very best and development skill sets and provide them with a road map to top-notch service.”

Brenner said the goal for Fuel Academy is to prepare students to sell better during their time at MIS but also setting them up for greater success in their careers – even if that’s not with the organization.

From the outside Fuel Academy may look similar to any other inside sales program, Shelton said, but it is based on what he’s learned on throughout his career and adapted and evolved with the times. The first week is largely spent with leadership discussing the organization’s “why,” he said, and the new staff also spends the week going through role play situations and product knowledge so they’re fully comfortable by the time they jump on the phones.

Through the rest of the 24-week program, there are weekly individual meetings to look at their greatest victory and figure out if it’s repeatable and to set goals and to fix hitches throughout their sales process, whether the issue is getting appointments or closing sales.

“We don’t want to have them feeling lost or a manager feeling frustrating and bottling things up,” Shelton said. “A lot of it is helping them understand we control our destiny. We really want them to understand it controllable and developing relationships with clients and engaging them to lead them to return at a higher rate.”

Like MIS, more organizations are looking toward a more personalized approach to building young professionals’ careers, ranging from sales specific programs in colleges to sales leadership programs within pro sports organizations, like the Atlanta Hawks.

“Selfishly, we could probably hold on to them longer, but we don’t look at people as a number, we look at them as people and do whatever we can do to help them get to whatever they want to do at the next level,” Myers Dean, Hawks manager of new memberships said. “We don’t want to hold them back. Now we have so many, they call us when they need account executive, and most of the time we can send them a few right away.”

Shelton said through running programs similar to Fuel Academy throughout his career, he’s seen approximately 75% stay in the sports business, many advancing to leadership positions. He’s now the only remaining professional in sports from his 14-person inside sales class.

The past weekend was one of the biggest days of the year for MIS, with the FireKeepers Casino 400. Brenner said it was a crucial weekend to have these young professionals better prepared and on the ground telling the story of MIS’ fan-centric endeavors, as well as selling renewal plans for next year. Now they’ll prepare for the next major race in August.

Having more highly-trained salespeople will also be a boon for the track, which added several new fan-friendly initiatives this year such as an air-conditioned hospitality area and free pit passes for children under 12. Tickets are also now priced dynamically based on demand, Brenner said, to help make them more affordable. The 1,400-acre site also features free concerts and other entertainment options beyond just racing.

READ MORE: How NASCAR Stays Up to Speed in the Ever-Changing Digital Space

“We’ve added a slew of entertainment options and focused on our fan experience and want to show them we value their time with how we’re treating them,” Brenner said. “We’re really looking at the total experienced building out a package around the races.”

Brenner said he hopes the introduction of the more-structured Fuel Academy will not only help “fuel our crowd,” but also the young professional he hopes it attracts.

“Hopefully we look down the road 10 years and we’ve got a whole bunch of alumni that are either here or excelling and moving on to organizations across sports,” Brenner said. “We want to embrace the fact that folks are interested in sports and that it’s a great path to start a career and develop knowledge that will be useful in any sport or facility.”

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Professional Development

Inside The Huddle: Group Expectations with Michael Taylor

After ten years on the business side of pro basketball, Michael Taylor has learned how valuable persistence and personal branding are in ticket sales.

Front Office Sports




In the buildup to Front Office Sports’ Ticketing Huddle at the Oakland-Alameda County Coliseum on May 10, we’re introducing you to the huddle leaders who will be lending their expertise to the conversation.

Today, meet Michael Taylor: Director of Team Marketing & Business Operations at the National Basketball Association (NBA). Taylor will be one of the leaders of the huddle “Squad Goals: The Evolution of Group Expectations.”

Taylor played basketball at West Virginia State University, where he graduated in 2004 with a degree in business administration and management. After playing basketball in Europe for a few years, pursuing a career on the business side of basketball simply made sense. It’s also proved to be a natural fit. For example, during his time in Detroit with Palace Sports and Entertainment, the group sales department jumped from 29th in revenue leaguewide to fifth in just over three years.

READ MORE: Inside The Huddle: Premium Sales with Naimah German

Now, with over a decade in the NBA, Taylor takes great pride in the people he has been able to develop.

“I look at some of the people that I’ve been able to work with and have hired and are thriving in the industry and moving on to different leadership positions, and that is probably the thing I’m most proud of,” he says. “The people and the development pieces are where I like to focus my time.”

The biggest mistake that Taylor sees young reps making in their early years is not having a short memory.

“In this business you have to be able to take the bad days…the days where you make a hundred calls and 50 people hang up on you and you leave 50 voicemails and no one returns,” he says. “You have to be able to maintain the same enthusiasm, the same confidence on that next call. And then, on the flip side, you have a day where maybe you made that big sale. Do you then slack off? Do you get complacent? Do you not focus on your fundamentals anymore because you’re starting to see some success? Don’t focus on what happened yesterday, whether it was good or bad, but approach each day as a chance to be great.”

READ MORE: Inside The Huddle: Group Expectations With Josh Feinberg

Taylor’s other piece of advice to young professionals just beginning their career in ticket sales is to constantly be maintaining their reputation online and in real life.

“It’s never too early to think of yourself as a brand,” he say. “The things that you do now, you’re building your reputation before you even realize it. The sports world is small. When you think about applying for internships or applying for jobs, your reputation is what speaks before you even get into the room. Everything that they do either adds to their brand, or it takes away from it.”

Meet Michael and hear more of his thoughts on the current ticketing space at the Front Office Sports Ticketing Huddle at the Oakland-Alameda County Coliseum in Oakland, CA on May 10. For tickets and additional info, click here.

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Professional Development

Inside The Huddle: Premium Sales with Naimah German

German will lend her expertise on premium sales at the Front Office Sports Ticketing Huddle at the Oakland Coliseum on May 10.

Front Office Sports




In the buildup to Front Office Sports’ Ticketing Huddle at the Oakland-Alameda County Coliseum on May 10, we’re introducing you to the huddle leaders who will be lending their expertise to the conversation.

Today, meet Naimah German: Premium Sales Consultant with Legends at the Las Vegas Stadium (the future home of the Raiders). German will be one of the leaders of the huddle “The Experience Economy: Navigating Shifting Premium Sales Demands.”

READ MORE: Inside The Huddle: Group Expectations With Josh Feinberg

German made the move to Nevada in January of 2018 ahead of the Raiders moving to and playing their first season in Las Vegas in 2020. In the months since, German and the rest of the organization have had their hands full in the best possible way.

“It has been a whirlwind to have that many people on the waitlist,” she says, “but we were all committed from the very beginning, and we are making adjustments as we go along. So it’s been a lot of learning as we go through that process of checks and balances and communicating with one another.”

Prior to arriving in Las Vegas, German graduated from the University of South Carolina in 2007 and worked in insurance and advertising sales for a number of years before completing her master’s degree through Northeastern University in 2014. German’s breakthrough, and what she describes as one of her proudest professional accomplishments, came in 2015 when she landed a Membership Development Associate role with the Miami Dolphins.

“That was the most rigorous process to get a job that I’ve ever been through,” German says, reflecting on the experience. “I did two separate phone interviews and then I had to fly myself out to Miami. But I knew that if I went down there, I was going to come back with the job. They had a hundred of us participate in a sales combine, and we competed for a job over the course of that whole weekend. They accepted nine people into that inside sales class and I was one of the nine.”

German then joined the Legends crew in 2016 as a Premium Sales Consultant with the Atlanta Falcons, where she stayed for about a year and a half before moving on to her current role in Las Vegas. With her experience on the premium side, German has learned that the ability to build strong relationships with clients go a long way.

“Ask questions and you will be able to build a relationship with someone and know why they want what they want,” she says. “Everyone wants the top-notch experience, so being able to identify potential problems early in the process is going to help alleviate any potential frustration.”

In her experience, German notices that many young sports professionals can define themselves by their work. While careers are important, she urges everyone to maintain a balance. 

READ MORE: Inside The Huddle: Selling A New Team With Ted Glick

“Don’t let the job take over your identity,” she says. “Sometimes people forget who they are with all their motivations and ambitions and what they want to do. Knowing you are more than what you do is a much healthier attitude to have in this business.”

Throughout her career, German has not lost sight of how sports can be a force for good. This is the primary reason she wanted to pursue a career in the industry, and why she continues down this path today.

“Sports is something that brings people together,” she says. “I always come back to that. When you’re at a game, we’re all one. We’re united.”

Meet Naimah and hear more of your thoughts on the current ticketing space at the Front Office Sports Ticketing Huddle at the Oakland-Alameda County Coliseum in Oakland, CA on May 10. For tickets and additional info, click here.

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