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Lochmann joins Monumental

Front office changes are continuing at Monumental Sports & Entertainment, where industry veteran Hunter Lochmann is joining the organization as senior vice president of marketing and brand strategy.

Lochmann comes to Monumental Sports, which operates the Washington Capitals, Wizards and Mystics, the Verizon Center and the AFL’s Washington Valor, from the Phoenix Suns, where he had worked as senior vice president of brand strategy since February 2015. He begins his job as Monumental adds its AFL franchise, which begins play next season, and as the company continues to build out its Monumental Sports Network.

Lochmann will have marketing and branding responsibilities across all Monumental Sports assets. He reports to Monumental’s president of business operations, Jim Van Stone, and begins his new job Aug. 29.

“It’s a new job focusing on the marketing and branding efforts and he will help on the arena side,” Van Stone said. “Hunter comes with a lot of great experiences, and he will help us lift the brand.”

The addition of Lochmann to Monumental follows the hiring of Jeff Bowler as vice president of business operations. Bowler came to Monumental in late June from the Cleveland Cavaliers.

Both hires come during a year of front office restructuring at Monumental. In February, Monumental promoted Van Stone to president of business operations and chief commercial officer, David Touhey to president of venues, and Zach Leonsis to vice president and general manager of the Monumental Sports Network.

Then in May, Joe Dupriest, senior vice president and chief marketing officer, and Kim Frank, vice president of marketing, left the company.

Lochmann’s job is a new title in Monumental’s front office.

Lochmann, who also has worked for the New York Knicks, the University of Michigan and the NBA’s team marketing and business operations division, was not available for comment.

He joins an organization with a lot on its plate and strong business metrics. So far this offseason, the Capitals have a season-ticket renewal rate of about 90 percent and the Wizards expect to push past 80 percent, according to Van Stone. Both teams have more than 10,000 full-season-ticket holders, and Van Stone said the Wizards are on track to sell 2,000 new full-season tickets. The Capitals sold out their full-season-ticket inventory, he said.

“We will look for an overall increase in our ticket revenues and to bring in new sponsors in terms of Hunter coming in,” Van Stone said. “The thing that is important is to take advantage of content opportunities. That will be a part of his responsibilities.”

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