Earlier this month, we announced our Sport Management on Twitter directory and our new Q & A sessions featuring questions you ask of industry leaders on Twitter. Today we are pleased to bring you the very first Q & A with questions you submitted to Paul Hemingway, Senior Director of Sales and Marketing at Watkins Glen International Speedway in Watkins Glen, New York.
What is your current title and what are your current responsibilities?
Senior Director of Marketing and Sales at Watkins Glen International.
My team is responsible for the marketing, sales, ticketing, retail and communications efforts associated with hosting some of the premier motorsports events in the country (NASCAR, IndyCar).
You are a former Sports Management professor. How did you come to work in motor sports and what was your transition from professor to professional like?
I strongly believe in getting students introduced to people that work within the industry. As such, I had our track president, Craig Rust, come in to share his experiences with my class. While I was trying help my students network, little did I know that I was networking for myself. Aside from having to brush up on my NASCAR, the transition was fairly seamless. Having already worked in minor league baseball and hockey, the sales and marketing skills that I picked up along the way were very transferable.
What role do you think social networking websites like Twitter and LinkedIn can play for current students or recent graduates as they navigate the current job market?
The biggest role that any social networking site can play for current students or recent grads who want to break into the industry is as a forum to ask questions/seek advice. While I may not have a job opening at any given moment, I’m always happy to answer questions re: career advancement, opportunities, etc. You might just make a connection that can pay dividends for you down the road.
In what ways has Watkins Glen International Speedway embraced Twitter and social networking?
We’ve tried to stay ahead of the curve, especially in motorsports, when it comes to social networking. We realize that our customer/fan is our greatest asset and can be our most effective advertisement/endorser. Social media allows us to get to know people on a more intimate level and get to the core of WHY they enjoy coming to the racetrack.
What is the biggest benefit Twitter offers to your company?
Twitter is a quick way for us to disseminate information and its cost-effectiveness cannot be overlooked in this current economic climate.
What is the biggest potential negative Twitter presents to your company?
It’s difficult to convey every idea/promotion in 140 characters or less. In some instances, social media just isn’t the right medium to use when publicizing a message.
What has been the most innovative social networking-based promotion you’ve seen or read about in the sports industry thus far?
I like the tweet-up concept. [Michael DiLorenzo, Director of Corporate Communications for the NHL], @umassdilo, championed several of them in the NHL with great success. We are scheduling one ourselves during our IndyCar event in July. A tweet-up allows our key stakeholders (fans, drivers, teams, media) who all share a common bond (Twitter) to gather and talk shop.
What do you think the future holds for sports and social networking websites?
The sky’s the limit. I think you’ll continue to see athlete’s taking further control of their public image by using social media tools. Twitter and Facebook can be very valuable to talk to the “every man”, especially when faced with damage control. The use of Twitter by NCAA coaches is also something that could dramatically change our landscape. I think you’ll see major colleges and universities hire consultants (like Kathleen Hessert, @kathleenhessert) to assist their coaches through the process.
If you could give current sports management students one piece of advice, what would you say?
Don’t be too limited re: the sport you want to work in or the position you want to hold. Get your foot in the door first, then work towards your goals.
What are some traits you look for in an applicant?
I look for someone with good verbal/written skills, someone who isn’t afraid to ask questions, and someone who can put in a hard day’s work, get up the next day, and do the same thing, over and over.
What do you think of the transition between student and professional? In what ways is the sports industry different from other industries?
I see many students who transition into life within the industry quite easily. Colleges and universities do a great job of emphasizing real-world experience to their students and as such, they are ready to enter the workforce upon completion of their degree. The sports industry really isn’t too different than any other industry. It’s basic sales and marketing. Whether you are selling widgets or tickets and sponsorships, we’re all trying to sell something. We just might have a little bit more fun than most!
