Chief Operating Officer, Alternate Governor
Kelly Cheeseman serves as Chief Operating Officer (COO) of the Kings and he represents the Kings as an Alternate Governor. In addition to the Kings, Cheeseman also serves as COO for AEG Sports which oversees multiple sports teams and events including the LA Galaxy (five-time MLS Champions), Ontario Reign (AHL), Amgen Tour of California (America’s most successful cycling race) and Eisbären Berlin of Deutsche Eishockey Liga where he plays an integral executive role and is a member of that hockey franchise’s Board of Directors.
Currently in his 17th year with the organization, Cheeseman’s day-to-day role as COO for the Kings includes overseeing the Kings various business departments with the goal of maximizing club revenues and growing the team’s charitable endeavors. His areas of oversight include Ticket Sales and Service, CRM and Analytics, Marketing, Digital, Game Presentation, Communications and Broadcasting, Hockey Development, Community Relations and Human Resources along with working with AEG Global Partnerships to oversee all of the sponsorship opportunities for the club.
As part of the senior executive leadership team within the Kings, Cheeseman has played a key role in achieving record organizational success and setting a number of franchise records in Ticket Sales, Sponsorship and On-line Digital Metrics. This includes a current club record sellout streak of 245 consecutive games including 213 straight regular season contests (dating back to December 3, 2011). In March of 2014, he was named to Street and Smith’s Sports Business Journal’s Forty Under 40 list, and in 2015 the heights of Cheeseman’s work within the organization were highlighted when the Kings were named the Sports Team of the Year at the Sports Business Journal’s Sports Business Awards event in New York.
A board member for the Kings Care and LA Galaxy Foundations, Cheeseman oversaw the $1,000,000, five-year pledge to Children’s Hospital Los Angeles that also included a $1,000,000 commitment to the LA Kings Bloodmobile and a five-year, $500,000 commitment to the hospital’s Blood Donor Center. Following the Stadium Series game at Dodger Stadium the Kings Care Foundation presented a $1,000,000 check to Camp Ronald McDonald for Good Times to fund the construction of the Dining Hall and Activity Center. In 2015, Kings Care partnered with Discovery Cube Los Angeles to introduce a permanent and educational Science of Hockey exhibit, a highly interactive and science-based $2.5-million, 3,000-plus square foot wing of the museum based in the Hansen Dam Recreational Area.
Prior to his role as COO, Cheeseman served as Senior Vice President of Ticket Sales and Service for the Kings and AEG Sports. Within the Kings business operations division, the club enjoyed unprecedented ticket sales and revenue as Cheeseman led the Kings Ticket Sales department that achieved records in many categories including number of sellouts. Under his leadership since 2008, the Kings Season Ticket base has grown by more than 80 percent and achieved record renewal rates.
In addition to his focus on Ticket Sales, Cheeseman directed all Customer Retention and Service, Database Marketing and CRM initiatives, as well as Ticket Operations. He served as a member of the NHL Ticket Advisory Board and in addition to being a Board Member for the Kings Care and LA Galaxy Foundations, he is also a member of the Board for the Discovery Science Center Los Angeles. He has also served as a guest speaker on numerous NHL and industry panels in recent years, speaking on Customer Retention, Database, New Business and Dynamic Pricing, and in 2015 he was named to the Dodgers tech sector’s mentor board.
During his tenure at AEG, Cheeseman has been an integral part of the success of numerous high profile events in Los Angeles including championship boxing, tennis, lacrosse, soccer, cycling, track and field and MLS Cup, as well as two Stanley Cup Championships, an NHL All-Star Game, NHL Entry Draft, 50th Anniversary Celebration, NHL Premiere in Europe and an Outdoor Game at Dodger Stadium and Levi’s Stadium. In September 2017 the Kings will play two exhibition games in China.
Before joining the Kings and AEG, Cheeseman worked for the Rancho Cucamonga Quakes (California League) as Marketing Manager with a focus on Marketing and Ticket Sales.
A graduate of Northwood University in West Palm Beach, Florida, Cheeseman earned a Bachelor of Arts degree in Marketing Management in 2000. At Northwood he minored in Advertising and MIS. In 1996, he attended Seton Hall University in South Orange, New Jersey. In school, Cheeseman served as Senior Class President; was a Member of the Men's Varsity Baseball Team at both universities; was the 2000 Student Athlete of the Year (Northwood University) and was a member of Who's Who in College Students in North America in 2000.
Kelly and his wife Andrea reside in Redondo Beach with their daughters, Emma and Maisie.
Analytics: Getting to Know Your Fans Down to the Smallest Details
We all know data is king and can be a gold mine if managed correctly. Each day we’re learning more and more about the fans that enter sports and entertainment venues, but, in many ways, we’re only scratching the surface. What is the best method to obtain valuable data; how do you filter through the information; how are you using customized campaigns to target specific fan sub-sets; and what are the most optimal revenue opportunities. Participants will share their thoughts on these and other questions.