How does a minor league hockey team add nearly 1,500 fans per game in just four seasons? In this episode, Jeremy sits down with Adam Winslow, Chief Marketing Officer for the Florida Everblades, to break down the strategies that fueled a 27% attendance jump.
From surviving COVID challenges to building a data-driven marketing machine, Adam shares how his team turned small experiments into major wins. If you’re looking for a roadmap to sustainable ticket growth, this conversation is packed with actionable insights for sports marketers at every level.
Key Topics Covered:
- Navigating the uncertainty of COVID as a newly hired marketing director
- How technology upgrades like Dash, Podium, and StellarAlgo changed their approach
- Turning email and text platforms into real revenue drivers
- The role of personalization in ticket marketing—“don’t sell fish to steak eaters”
- Why small, methodical tests (like $20 ad spends) can snowball into big wins
- Marketing’s evolution from a “support” function to a true revenue generator
- Continuous investment in the fan experience to keep things fresh and engaging
- Staying adaptable to tech changes, from social media shifts to AI integration
Timestamps:
- 00:57 – Starting in the middle of COVID – Adam’s move to Florida, uncertainty during shutdowns, and building from scratch.
- 02:24 – Growing attendance by 27% – From 5,327 to 6,758 fans per game and the factors that drove it.
- 04:39 – Leveraging technology – From digital jersey auctions with Dash to email, text, and Meta ads.
- 06:49 – Data-driven marketing – How StellarAlgo transformed personalization, targeting, and ROI tracking.
- 12:22 – Marketing as a revenue driver – Moving beyond “sales support” and proving measurable impact.
- 18:16 – Testing, ROI, and scaling – Small ad spends, benchmarks, and learning from what works.
- 23:43 – Fan experience and community connection – Theme nights, charity auctions, and reinvesting in the arena.
- 27:17 – Looking ahead – Investing in AI, TikTok/Reels, LinkedIn ads, and building team culture.
Quote Pulls / Social Teasers:
- “Marketing isn’t just sales support anymore—it’s a revenue generator.”
- “Don’t try to target steak eaters with fish. Know your audience and deliver exactly what they want.”
- “AI is not going away.”
- “Just take one step forward.”
- “You don’t need to fill the tank—start with $20 on an ad and see what happens.”
Call to Action:
If you’d like to connect with Adam, you can find him on LinkedIn or by email - adamw@floridaeverblades.com.
Links:
Episode 119: Fan Activation, Revenue Growth, and Digital Engagement with Dash’s Jonathan Hufnagel
Keywords / Tags:
COVID-19, sports marketing strategies, attendance growth, fan engagement, technology in sports, data-driven marketing, personalization, minor league sports, AI in marketing, sports management, ticket marketing, revenue generation, ticket sales
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