Group Created with Sketch.
Volume 21 No. 1
  • Created with Sketch.
  • Created with Sketch.
  • Created with Sketch.

Game Changers: Tara Green

Bringing strong ties to the Dallas sports community,
Green has been a change agent for Center Operating
Co. sales.
Tara Green
Center Operating Co.
Chief Revenue Officer
Tara Green’s job is to shake things up at American Airlines Center, to improve sluggish sales of premium seats and sponsorships.

Center Operating Co., the firm that runs the Dallas arena for the NBA Mavericks and NHL Stars, created the position of chief revenue officer last year, 10 years after the facility opened in 2001. Green was hired to take on that new challenge.

Green has strong ties to the local sports industry. She spent three years with the North Texas Super Bowl XLV Host Committee as vice president and chief operating officer. Prior to that, she worked 11 years in sports marketing for the Dallas Convention and Visitors Bureau.

“The arena is one of the busiest in the country, with 190 events annually,” said Green, thinking back to her start at Center Operating Co., “but we were facing a recession and the opening of Cowboys Stadium; the Stars did not have an owner and were in bankruptcy; the NBA was headed for a lockout. A lot of negative influences.”

Twelve months later, in her role as what she calls “change agent,” Green has hired new sales representatives and signed deals for new CRM, email marketing and prospect-management systems, embracing new technology to give staff the tools they need to sell more suites and club seats.

“We have sold more suites to this point than we did all of last year,” Green said. “I feel good about where we started and how we’re pacing for our renewals.”

— Don Muret
  • Crowning professional achievement: Being a part of the different bid committees that won the rights to the first Super Bowl, NHL All-Star Game, NBA All-Star Game and three Olympic trials in North Texas.
  • Biggest professional disappointment: The record-breaking ice and snow storm that hit North Texas during Super Bowl XLV. Just goes to show that no matter how much you plan for every situation, something can always happen.
  • What is the best advice you’ve ever received?: Keep everything in perspective.
  • Woman in sports business you’d most like to meet: Donna Lopiano. She has paved the way for women on the field and in the boardroom.
  • One attribute I look for when hiring is …: Self-motivation.


“She has the biggest Rolodex, with numbers of the CEOs of many of the big companies in town; a great list of community leaders. … She is a person of great integrity, smart [and] articulate.”

  • Brad Mayne,  president and CEO, MetLife Stadium; former president and CEO, Center Coperating Co.