It was a pleasure to have a chance to ask Tom Garrity, CEO of Quan Sports Marketing and SFS Sports, some questions for GotInterviews.com. Tom was kind enough to share with our readers everything from his favorite hockey and baseball movies to helpful suggestions on how one could follow in his footsteps as a successful sports marketer. I know you’ll enjoy learning a lot about the man who is behind both the Sioux Falls Canaries and the Sioux Falls Stampede, a man who gives the people around him, all the credit in the world for any success he’s associated with.
Sometimes people say sports is a child’s game. You’ve proven that is not the case. But looking back on your childhood, can you share some of your earliest sports experiences? Which sports did you play? Which did you excel at? What were your most and least favorite sports to play or watch?
Growing up in Prairie du Chien, Wisconsin sports were a big part of my childhood and the community – I grew up admiring high school players and one of my favorite memories was playing a one on one championship at half time of the varsity high school game – I played football, basketball, and ran track – debatable if I excelled at any 🙂 – I ran track in college – I liked all sports but preferred to play over watching – I am a huge Packer and Badger fan
When did you begin to take your love for playing and watching sports to the level of wanting to be involved in the business of sports? Was there a turning point that just clicked on a light for you?
Not really, just loved sports and when I graduated from college I figured if I was going to be in sales I might as well sell sports
What was your first job working for a sports team?
Selling tickets for the Minnesota North Stars (NHL)
What steps would you suggest someone take who wants to follow your path into the business of sports? Are there certain college courses to be taken or degrees to be obtained? Or is there any way someone with such a desire can start much earlier?
Network and look at gaining experience by doing an internship or volunteering – sports degree’s are solid but I didn’t participate in that degree so not sure what classes to take – would recommend to learn / understand how to sell.
You have been successful everywhere you’ve worked. Your first team presidency resulted in a record breaking attendance for the Cincinnati Mighty Ducks. The following year, you established new records in season ticket and group sales and sponsorships. You helped break a team attendance record for the National Lacrosse League’s Minnesota Swarm (14,144 fans for a single game). You were the NLL Executive of the Year. You’ve helped the Sioux Falls Stampede grow attendance and lead the league in that category for the first time and you’ve helped increase attendance for the Sioux Falls Canaries by 115% in two years. Wow!!!! To what do you attribute your success?
Any success I’ve been a part of is due completely to the staff and the great people that were involved with each team – I’ve been blessed to work for great organizations who were progressive and fan focused – also worked with amazing people – any organization that is successful is due to people.
In 2008, you founded Quan Sports Marketing which is based out of the Minneapolis – St. Paul area. Prospective clients look closely at their franchises and many have come to a point and said, “We need the help of Tom Garrity and Quan Sports Marketing.” Why does a team choose your company and your expertise?
Our clients generally need help in developing a stronger sales culture within their respective teams – some just need incremental sales help and others are looking for a complete re-launch of the business – it can vary, but we feel we can provide a variety of services that can help immediately and allow for a greater positive impact – we focus on driving revenue.
When I first contacted you about this interview, it was because I am very interested in the Sioux Falls Canaries. You took over as CEO of Sioux Falls Sports (operator of the Stampede and Canaries) in 2012. What interested you most in these two franchises?
I was a part of ownership of SFS when I joined in May of 2012 and was also named the team’s CEO / President – I continue in that role currently (2015) – I was excited about the teams due to the staff, community and the ownership that was assembled – I knew we could do some great things in SF and we have – thanks to the people involved.
How have you been able to expand the Canaries fan base to such a degree (115% new fans in the seats in two years)?
Sell, sell, sell – we are fan focused and we have a tremendous concentration toward reaching out to sell the Canaries as a wonderful family / fan experience.
What would you say are the top three attractions for fans who come out to Sioux Falls Stadium for a fun night of Canaries baseball?
Ballpark is amazing, the prices are affordable and the in game features are really fun – something for everyone.
I was going to ask, “How involved is the team in the Sioux Falls community?” But right on your website there is a list of numerous ways the Canaries are part of the community. It’s simply amazing to see the list. But what is your favorite or the fans’ favorite way to see the team involved in the community?
My favorite part is watching the youth baseball kids interact with our players at the baseball camps and before the game tied into our “Stars of Tomorrow” campaign – the players are wonderful to the kids.
One thing I saw which surprised me was “Canaries Chapel” and “Worship at the Ballpark.” Were these two aspects of the team both around before you took over as CEO?
The Canaries Chapel was around prior to my involvement and is a resource that we provide for players / families if desired.
Minor league baseball is known for some very unique promotions. I once saw a lady named Miss Dynamite blow herself up at home plate of a West Michigan Whitecaps game. What’s the wildest promotion that has taken place at a Canaries game?
We don’t do that many crazy promotions. We try to have every game be a fun all around experience for the fans. But I do like the dog games where fans can bring their dogs to the games – very loud and the players love the energy.
What are the prospects for the 2015 Canaries season? I’ve seen the team has made a few good signings with pitchers Byron Minnich, Ray Hanson and outfielder Jason Repko.
I’m not involved with drafting / selecting the players but I trust our GM and Head Coach, so they make those calls and it sounds like we’ve done some good deals this off season.
To conclude interviews, I always like to ask about “favorites” and “preferences.” Elaborate if you wish on any of the following:
All-time favorite baseball player? Gorman Thomas – Milwaukee Brewers
All-time favorite hockey player? Ryan Suter – Minnesota Wild
Baseball movie? Field of Dreams – who doesn’t love playing catch with your dad!
Hockey movie? Miracle – in my opinion the greatest sports moment in the history of sports in this country
Domestic and foreign vacation spots? Key West FL, and Cabo Mexico
Five star restaurant and fast food joint? Flemings (not sure it’s 5 star but it’s a great spot) / my kids like Wendy’s so that where we go.
Ice fishing or snowboarding? Ice Fishing never snowboarded but I would like to try it
Coffee or tea? Coffee
Favorite sports radio show? ESPN shows – love the Craig and Chris in SF – KWSN
Thanks Tom for allowing Canaries fans and the rest of our readers learn a lot more about you.
Are you a fan of the Canaries or the Stampede? Have you seen Tom’s work in action? We’d love to have your thoughts in the comments below. Thanks!