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Volume 22 No. 27
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Jamie Morningstar, Milwaukee Bucks and Fiserv Forum

Photo: Gary Dineen / Milwaukee Bucks

Jamie Morningstar

Senior Vice President, Ticket Sales and Service, Milwaukee Bucks and Fiserv Forum

Born: Englewood, Colo.
Education: University of Kansas, B.S., business; J.D., Ave Maria School of Law

Thirteen years after earning her law degree, Jamie Morningstar this year finally opted not to renew her attorney’s license that wasn’t needed in her current job as the Milwaukee Bucks’ top executive in ticket sales.

After leading the Bucks to unprecedented ticket sales levels and playing a key role in the opening of the new Fiserv Forum, it’s safe to say that Morningstar’s professional future in sports, not law, is cemented.

Under Morningstar, who leads a sales staff of 70, the Bucks have seen ticket revenue skyrocket by 171% over the past five years.

When she joined the Bucks in 2013, the team ranked last in season-ticket sales in the NBA with just 2,500 accounts. Last year, the small-market Bucks sold the most season tickets in their history, surpassing 10,000 and becoming one of just 12 NBA teams to eclipse the 10,000 mark. As the team moved to the new facility, it also sold out of its premium spaces, including 34 suites and 33 lofts.

Morningstar also has led a new sales strategy that focuses on multiyear season-ticket plans, varying pricing and flexible membership as she looks to drive the team’s ticket sales even further.

“There was a time when people were saying it wasn’t going to happen,” she said of the team reaching rarefied sales levels. “Opening a new building is a massive task no matter what your role is.” — John Lombardo

Getting to know...

Favorite day-off activity: Spending time outdoors with my family. We have a dog, a 3-year-old, a 2-year-old and a new baby that arrived at the end of August so we have our hands full. 

Guilty pleasure: Cold Brew popsicles and Death by Chocolate cake.

Attribute I look for when hiring: The ability to successfully manage through adversity and be solution oriented. 

Woman in sports business you’d like to meet: Serena Williams continues to amaze me by dominating her profession for two decades and taking responsibility for creating opportunity for the next generation of young women.

Role of sports in social issues: Sports represent a universal language that unifies so many people from so many different backgrounds. There are very few outlets that have the same reach, which to me means that organizations and athletes have the obligation to address social issues.