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| Lehner |
Extensive marketing experience and an MBA from Duke University helped pave Ken Lehner's path to his new position with the Tampa Bay Lightning.
Lehner was recently named senior vice president of marketing and branding with the Lightning, after a five-year stint with the Carolina Hurricanes as vice president of marketing communications.
Before joining the Hurricanes, the Buffalo native was director of travel for the Tampa Bay Devil Rays and director of spring training operations for the Florida Marlins.
Lehner will oversee all facets of the Lightning's marketing and branding initiatives, as well as Tampa's AFL franchise, the Storm, and all events held in St. Pete Times Forum.
What is the biggest challenge of your new position?
Trying to integrate some of the knowledge that I learned while securing my MBA at Duke. Having only worked in professional sports my whole life, it was nice to go back to school to get a business perspective to utilize in the sports field.
What is your business philosophy on your industry segment?
There are two mantras that I like to repeat often. One is keep it simple, make it stick and make it sell. The other thing is we have to do a good job with creativity and knowledge in order to make the market a success, which means we have to make decisions based on hard numbers, yet also tap into creative outlets at the same time.
What areas do you want to improve in?
Great leaders are also great listeners. On a personal level, I'm guilty of thinking quickly, and, as a result, I don't feel I always pick up the listening skills that I should.
Professionally, one of the things I think we need to do better as an organization is figure out the ROI for our marketing investments.
What are two things you wish you could change about the sports business?
I think most of the people that work in the industry agree there has to be a better business model out there. It seems that the NFL and NASCAR have managed to figure it out, so it's out there.
The other thing, I believe that every team in every sport should win their home opener, as it would be uplifting for all the hometown fans, and it would be a great way to start the season because you know you're going to start out the season with at least one victory.
How important is your role with the Lightning?
My role is going to be critical, but the one thing at the end of the day that holds true, the marketing department cannot control the product on the ice. We have to focus on the packaging.
What are some of the key ingredients that make the Lightning such an attractive sell and buy?
We also have responsibility to work with and market the AFL franchise, which brings 2-plus million people walking through our door. That statistic presents a much more diverse demographic that we can present to our corporate sponsors.
What's the best career advice you've been given?
When I interned with the New York Yankees in the mid-1980s, an upper-level executive told me to always carry a pen and a piece of paper. I have taken that advice to heart, and as a result I've been able to catch a lot of fleeting thoughts. It also makes you look prepared and saves time when a business opportunity pops up unexpectedly.
Alisha Puckett is research associate for The Sports Business Daily, an affiliated publication.
