by Mike Sharkey
Staff Writer
Smith learning the ropes, tackling challenging issue
Being visible in the community is something Theresa Smith is really good at.
For the past three years, she was the business development director for Rink Design Partnership. Along with Rink Senior Principal Jack Diamond, Smith was a regular at Rotary club meetings across town and various Jacksonville Regional Chamber of Commerce and Clay County Chamber functions. In fact, as of yesterday, Smith is the immediate past-chair of the Clay Chamber.
Through all of that, Smith was visible. As she puts it: you might not have known exactly who she was, but you equated her with Rink.
Today, Smith is looking to create that same scenario with the Jacksonville Jaguars as the team’s newest sales executive for the club seats, luxury boxes and MPS Group Terrace Suite at Jacksonville Municipal Stadium.
It’s arguably one of the tougher sales jobs in town. A struggling franchise and an economy trying to crawl out of a recession isn’t exactly a formula for selling club seats that run $260 a game, Terrace Suites seats that are $350 and luxury boxes that start at $6,999 a game.
However, Smith believes she’s selling more than 60 minutes of football on the field with a good view.
“The Jacksonville Jaguars is a quality of life element in not just Jacksonville, but the Northeast Florida area. They are an economic engine,” said Smith. “To be considered a first-tier city, you need a professional team. And, it’s vital to a city’s Downtown.
“I was very visible for Rink and will be the same for the Jaguars.”
Smith has been on the job for about two months. During that time she’s learning football, how the NFL works and how to package the two as more than the Jaguars playing somebody on a Sunday afternoon.
Part of the learning curve involves doing what Smith has done for years: getting out into the community. This time, though, her audience is the city’s business leaders and decision makers. In other words, those who have the say-so in buying tickets.
“It’s not just a ticket, but an NFL experience,” she said. “It’s a way of rewarding employees, clients and families.”
Part of Smith’s early training has also been to spend time with Tim Connelly, the team’s marketing director. While the players and coaches often spend Tuesdays in local schools, hospitals and other agencies, Smith said the organization is beginning to realize it’s not enough. Those appearances have an impact — Smith says they cultivate the fans of the future — but children can’t buy the tickets. That’s where going to Downtown Rotary and Meninak Club of Jacksonville and area Chamber events are going to play a pivotal role in Smith’s success and the team’s future in Jacksonville.
“We have a few Fortune 500 companies in town, but most of the businesses are typically what are considered small,” she said. “Yes, (team owners) Wayne and Delores (Weaver) have donated money and yes the players go to the hospitals and schools. Unfortunately, the business community doesn’t see that.”
Smith said one of her goals over the next year is to develop more personal relationships with the decision-makers in the area. Too often the organization has relied
on the phone to make sales. In an era where telemarketing is Stone Age, the one-on-one relationship has become relevant — and necessary.
“For the past three years I was in architecture, engineering and construction where you are selling a service. Now, not only am I selling a product, but an experience,” said Smith. “It’s very difficult to say ‘no’ to someone you have a personal relationship with.”
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