Kyle Davy '11

Week 13: Dallas Cowboys

December 13th, 2010

Last week at the stadium was a very busy one and I was out of the office for most of the week! On both Tuesday and Wednesday Gail, Rachael, Michelle, and I spent our time delivering holiday cookies to clients in the Metroplex. We visited over 20 clients during this time, and it was very rewarding!

Just as we did over Halloween, we wanted to make sure that our clients would remember us – what better way than to make a personal appearance in their offices delivering treats! It was a lot of fun to interact with the local convention centers, hotels, and even the Texas Rangers organization this way. Everyone really enjoyed our visit, and hopefully they will remember us when booking their next event.

Things within the office have picked up as well. Leads per day have started to increase, and I am staying busy replying to client requests via phone and email, as well as creating estimates.

Week 12: Dallas Cowboys

December 5th, 2010

After taking a week off from the stadium it was a little strange getting back into the swing of things! I took this to mean that I needed to review everything I had learned up to this point. I began by creating a list of everything I knew, forgot, and needed to remember. Things like how to enter a lead into CRM, who to contact within the stadium about IT issues, how many people we can seat classroom style in Main Club North, Dr. Pepper Endzone, or even Absolut Bar. How much does one of our A/V Technician’s cost per hour, if a client purchases a mascot appearance how many security guards are required, what is the Food & Beverage minimum for renting the field? These are all things that I had learned at some point, but if you are not thinking about them constantly, are easy to forget! It was a great exercise for me to do, and helped me reaffirm all of the information that has been thrown at me.

Also upon my return, I was pleased to see that I had finalized my 4th sale during my time here. While I was out, my client was able to fax me a signed contract, credit card authorization form, and initial deposit. I am very proud of making this sale! It is a 40 person event, and is going to take place in the Absolut Bar on the upper concourse of the stadium. It is also scheduled to take place a week after the Super Bowl.

With the Super Bowl taking place here, the Cowboys lose control of the stadium from January 16th to February 16th. During this time, the NFL has complete control over our venue. In order for us to continue booking events here during this time, we are required to get permission from the NFL when booking an event. This means disclosing all aspects of the event to the NFL: date, time, location, attendees, client needs, tour expectations, etc. If the NFL believes that these variables will all fit into their schedule we are able to proceed to a contract with our client. If the NFL does not think it will work, we are not allowed to book the event.

Considering all of these limitations, I am very proud to say that I have booked an event that will take place so close to the Super Bowl. I wish I was going to be around when it was going to take place!

Week 10/11: Dallas Cowboys

December 5th, 2010

I decided to combine these weeks because I was not in the office over Thanksgiving. I decided to take the time to head home and visit my family…and get a taste of the cold weather. When I left Dallas the temperature here was 80 degrees…and when I arrived home it was below freezing! Things at the office have been very slow as of late. Leads are not coming in as quickly and there are not as many of them in general. This seems to be a trend during the holidays for special events, as everyone is busy gearing up for the holidays. As for Christmas and Holiday parties, people looking to host these types of events have already planned and contracted them. There is no one left looking to plan a last minute company Christmas party! Along those same lines, there is also no one thinking ahead past Christmas. Companies are calculating their budgets and attempting to figure out what they can and cannot spend. The last thing on their minds is hosting another company event.

Things are not completely dead for us though. I am still doing research for both Rachael and Michelle. We are constantly looking for new companies to solicit.

On the Monday before Thanksgiving, I had the opportunity to walk some of the areas of the stadium with company reps from Nike. They will be hosting a product roll-out at the stadium in December and were getting a layout of all of our venues to prepare for their event. It was great to be able to look at their plans, drawings, etc. and to be able to watch them go about visualizing the layout of each of our rooms. I am really excited to see the plans come to life soon!

Week 9: Dallas Cowboys

November 9th, 2010

Last week at the stadium was a short one so I do not have much to update. My girlfriend, Amanda, visited from Iowa and we had the opportunity to travel to Austin and San Antonio on an extended weekend trip (thank you Gail). We visited the historic 6th Street in Austin, as well as the Alamo and the River Walk in San Antonio. It was an amazing vacation…except it has left me wanting more!!

My main accomplishment last week was finishing up my A/V project. I finally have gathered all of my data from the local A/V companies and have completed my analysis. I am now waiting for the VP of Special Events to return so that I can present my information to him! I am very happy that I was able to work on this project…When I began I knew absolutely nothing about A/V costs, equipment, set-up strategies, etc. Yet through my independent research, and long phone conversation with sales representatives from various A/V companies I feel like I have developed a fairly strong background in the field. I am confident that I will be able to present my research.

Each day at the office I continue to develop relationships with my clients. My main focus has become learning the sales process, and learning on the best tactics to working with clients. I have sold a total of 3 events to date, and want more! Leads have slowed down considerably, and we are not receiving as many calls as we used to. I attribute this decline to the Cowboy’s season. The better the team can perform, the more interest fans have in coming out to Cowboys Stadium, and the more leads we get.

Go get em Cowboys!

Week 7/8: Dallas Cowboys

November 1st, 2010

Have I really already completed my eighth week with the Cowboys? Last week was highlighted by a sales trick-or-treat delivery day. On Wednesday, Michelle and I went to Wal-Mart and purchased over $60 worth of candy. I was then in charge of bagging it into little Halloween bags. We put 6 bags of candy into each of the 11 huge Cowboys foam hats that we purchased in the pro shop, and were ready to roll.

As a sales team, we thought it would be beneficial to reach out to past, current, and prospective clients during the holidays in order to show them how important their business is to us. We thought that by driving to these different companies we could separate ourselves from the rest of the competition, and help put a face to the Dallas Cowboys Special Events Sales Team. It worked great! Everyone loved our visits, and I don’t think they will forget seeing Michelle walking around in a fairy costume!! (I only wore a Cowboys jersey) All together we drove over 135 miles and visited about 10 different companies. I feel we did an awesome job, and hope we will generate more business because of it.

Last year I took a course called Managerial Economics, in which we worked closely with an electrical parts distributor out of Cedar Rapids. One of VMI’s challenges was showing their customers the added value they offer, through customer service, etc. I viewed our Halloween Trick-or-Treat project similarly. It was our job, as Cowboys employees, to show our customers that we are different than our competitors, and that we add more value than other event planners. I am still working on compiling A/V pricing data, and should have that finished shortly… My first event took place last week! I booked a small meeting in our IT Amphitheatre within the stadium. The group was here from 8:00am – 5:00pm and had meetings, tours, breakfast, and lunch at the stadium. It was exciting to be here while it was going on. The group even purchased one of the video boards within the stadium so that they could see their company’s logo flash across while they were on their tour – pretty cool!

That’s about it for now. Getting ready for another busy week at the stadium

Week 6: Dallas Cowboys

October 18th, 2010

Where did last week go? It seems like a long time ago. I still tried to juggle clients – separating the serious ones from the…”not-so serious ones.” It is amazing how much time one can spend working with someone to have them back out on you at the end! Each day the special events line gets TONS of calls for people who want to have potential events at the stadium…but unfortunately not all of them lead to good business. It is difficult at times to not get weighed down in clients who really won’t be a good fit for an event here.

Last week I completed my third official sale. I finalized a high school prom that is going to be taking place in the Sony Lounge in April. It feels good to continue to generate revenue for the Cowboys, and it makes me feel like I am actually making meaningful contributions to the organization.

The week also consisted of plenty of site visits with potential clients. On Thursday, one of our biggest clients flew in from MN to look over the spaces they would be using. I was in charge of taking the engineers around to all of their spaces so they could see the A/V equipment that each provides and what they would have to work with. Everything went very smoothly – I am very proud of how quickly I have learned how to get around the stadium.

Friday was “Boss’ Day.” The morning began with Michelle bringing in a breakfast casserole that was absolutely delicious! The night before I had gone out and gotten Gail the funniest bosses day card that I could find – and I think I found a winner! The day only get better because Chick-Fil-A catered for lunch! I got to eat an ungodly number of popcorn chicken bites and buffalo sauce…but I don’t regret any of it! I was also given a new task by Rachael. We are going to begin to try to bring bigger conventions and meetings to the stadium. It is now my job to research past and future conventions, what they are all about, and how many people usually attend them. Rachael will then use this information to make outgoing solicitation calls in attempt to bring in more business to the stadium. So far I have researched conventions in Las Vegas because this is one of the largest locations in the U.S. for these types of events. Then it was time for the weekend again. I had the privilege of attending the Bill Engvoll, Jeff Foxworthy, and Larry the Cable Guy comedy show at the American Airlines Center. It was HILARIOUS!!!! I had no idea that Jeff Foxworthy was from “Are you Smarter than a Fifth Grader!!” That’s about it for now – just getting ready for another week at Cowboys Stadium.

Week 5: Dallas Cowboys

October 12th, 2010

Last week was a very intense one here at the stadium. Everyone was working hard to prepare for a long weekend that consisted of college pep rallies on Friday, Arkansas vs. Texas A&M Football Game on Saturday, and a Cowboys vs. Titans Football Game on Sunday.

Monday began with a bang as I took a trip with Michelle and Rachael to Frisco, Texas where the Frisco Roughriders play baseball. We were on a mission to drop off some footballs at a place called the Big Game. The Big Game manufactures footballs, and specializes in printing logos, and images onto a face of the ball. We were hoping to get our footballs turned into a “trophy ball” that memorialized a certain sales milestone for different sales managers. Once in the facility, I had the privilege to tour the factory and see how a football is made – it was amazing! They take pieces of leather and sew them together…to create a football?? The whole experience was great and I am excited to see the footballs/logos they print for us.

My week was also highlighted by a visit from over 80 clients on Thursday afternoon. The Starwood Hotel in Dallas Texas had over 80 of their clients in the area to show them around the Metroplex. They took them to the big attractions in the area in hopes of getting their clients to come back and book events with them. One of the stops for Starwood was here at the stadium. The bus unloaded onto the field and it was game time. I walked around with Michelle touring the facility with all of the clients. We were there to provide input on all of the venues here at the stadium in hopes that we could get some prospective business from the event. The clients loved being on the field, and they even had a chance to play catch with former Cowboy great Drew Pearson. It was a great opportunity for me to mingle with clients and try to sell the stadium to them.

Saturday was a very exciting day. I received 4 tickets to the Arkansas vs. Texas A&M football game…but I don’t know 4 people in the area. So…I went on a mission to walk around the outside of the stadium looking for people to come to the game with me. I found three men who were looking for tickets (2 Arkansas fans and one Aggie fan) and they were more than happy to come to the game with me. By befriending Les, Jason, and Matt, we all were able to enjoy a great day of college football!

After a night of rest, I was ready to get back to the stadium and watch the Cowboys take on the Tennessee Titans. Before the game I had the opportunity to go down onto the field and watch both teams practice and stretch. It was quite the experience!! I also was able to get a spot in the Miller Lite Club, which is where the Cowboys run through before the game to get onto the field. I got some great pictures, and am looking forward to sharing them. The game was not as good as the pre-game festivities, as the Cowboys threw away a victory and lost 34-27… I hope this coming week at the stadium is just as busy – filled with more site-visits and more contracts. I hope to have two more contracts finalized by the end of the week so I can continue to bring in business.

Dallas Cowboys: Week 4

October 4th, 2010

Last week was a short one at Cowboys Stadium because the team had a bye on Sunday. This mean that we got out early on Thursday and did not have work on Friday – Not a bad deal!!! My week was highlighted by a visit from a company called Altria. They are preparing to host a HUGE event at the stadium that will take over Miller Lite Club and the Field. They are hoping to bring in U2, Bruce Springsteen, or Tim McGraw to perform. Rachael and I took 5 clients around the stadium and showed them where their event would be, and how we would make it work. I still love showing people the stadium for the first time. It is awesome to see their jaws drop as they enter onto the field for the first time.

I also received my first contract back. My first sale!!! I am working on getting a company into the IT Amphitheatre for a full day event that will include breakfast, lunch, and snack breaks. They are also going to be receiving tours of the stadium during their time here. It has been great to work with my client from beginning to end, and I have learned an awful lot about how to work with clients and meet their needs while staying within my limits as a professional.

Thursday ended with lunch with Eric Sudol. We talked about my time here at the stadium, and my future plans – or lack thereof. I’m still working every day on figuring out exactly what I want to do upon graduation. I owe this entire experience to Eric. He truly is the reason I am here. We enjoyed a delicious lunch that consisted of gourmet Grilled Cheese sandwiches – needless to say I hope we go out there again.

Looking forward to getting going on my next week here at the stadium an finalizing more sales. I have about 7 estimates out currently, and have a good feeling about at least 3 of them. My goal this week is to get these turned into contracts and into the hands of my clients so they can be signed. I want to bring in more revenue.

Week 3: Dallas Cowboys

September 27th, 2010

Sales, sales, and more sales! Last week was unique because I officially began working from start to finish with my own clients. This means that I:

1. Take the client’s message and write down their preliminary information.
2. Find the best venue for the client and determine which venue has an opening on the date that they are interested in.
3. Put together an estimate including all options that the client would like to have. This includes incorporating the correct Food and Beverage Minimum, Room Rental Fees, A/V packages, and correct staffing. I must make sure that I book the correct amount of concierge staff, bartenders, parking attendants, security guards, and chef attendants.
4. Answer questions clients have on their base prices and fill in pricing if they want to include group tours, Dallas Cowboys Cheerleaders appearances, or other team building activities.
5. Turn their estimate into a contract and give them the appropriate amount of time to sign and return it!

It is an AWESOME experience to work with these clients from beginning to end. It is so rewarding to have that initial contact experience with a client, and then seal the deal and bring in revenue for the company.

Last week also included a visit to Valley Ranch, which is the Cowboys practice facility. I had to go there to pick up two footballs that were signed by Jerry Jones. In the sales department we are using a new philosophy with our clients. We are trying to wow them as much as possible and show them why they need to come to us with their business. This will include signed memorabilia and posting company logos on the Diamond Vision screen as well as ribbon boards. We hope that for our larger clients that this will guarantee business more quickly.

On Thursday, I had a surprise site visit with three clients from Virgin Airlines. Michelle had to leave the office unexpectedly and I was put in charge of her site visit. I showed the clients around the field level and the Miller Lite Club and tried to show them why they NEEDED to bring their VIP event to Cowboys Stadium. The visit went very well and I was proud that I could show them around without any issues.

That’s about it for now, looking forward to next week’s updates. The Dallas State Fair just began this past weekend and I have plans of seeing what it is all about next Saturday.

Week 2: Dallas Cowboys

September 20th, 2010

I cannot believe that I only just finished my second week of work with the Cowboys – I feel like I have learned so much about the organization and special events sales here at the stadium! Last week began with a very busy Monday. Together the Special Events department and Legends (the Cowboy’s Catering Company) put on a stadium-wide event for all of the Destination Management companies in the area. A Destination Management company is a third party group that organizes events for groups of people visiting the Dallas Fort Worth area. For example, when a corporation has a conference in the Dallas area, they contact a destination management company, who in turn, plans hotel visits, restaurants, meeting plans, etc. Many of these companies often bring their clients to Cowboys Stadium. Thus, it is important they know all about our venues and what we can offer to visitors. For our stadium wide event, each venue within the stadium that we try to sell was decorated and set up as if an event was taking place there. Food, beverages, and deserts were served, and the Destination Management companies got to personally experience the services Cowboys Stadium has to offer.

Before this event took place, I was in charge of walking a photographer (Dennis Clark) and his assistant around the stadium to each venue for a photo shoot. We walked around the stadium for 3 hours taking professional photographs that will be used to advertise our spaces. I was a little worried because I have never shown people around the stadium on my own before!! Luckily we only got lost a few times. Dennis was able to take some magnificent photographs, and we plan on having him return in the evening to capture some even better shots when the daylight is less of a factor in some of the rooms.

After my Monday started off with a bang, I did not slow down. As the week progressed I became more and more involved in the sales process. I have began following up on leads that are submitted to us via our website. For example, when a person would like to hold a company Christmas party at the stadium, they submit a Request for Proposal (RFP) that has some minor details about what they are looking for. It is my job to take the RFP and contact the person who submitted it so I can try to sell the different venues to them that we have available. I take notes on our conversations, and then try to set them up with the best possible locations. The next step is to create an estimate that outlines the different costs they will incur through having their event. A lot of times it is difficult because of prices do not fit within the budgets of our clients. Therefore, it is very important for me to stress how amazing our venues and services really are. I must show the extra value and “awe” factor that Cowboys Stadium can bring to an event.

After estimates have been sent out for the clients, and if the pricing is within their budget, it is time to set up a site visit. This is when we have the client come to the stadium to tour the possible venues and try to seal the deal! This is my favorite part about the sales process because I can finally interact with the customer and see what he or she is really thinking. It is important to be as accommodating as possible during these visits to ensure that the clients trust you and feel comfortable doing business with you. I enjoy this challenge and love when the event gets officially booked!

The remaineder of the week was pretty similar – more calls, site visits, and more calls. Occasionally you get the crazy requests that you can’t help but to wonder what the person was thinking when they submitted it. The other day one person asked if they could have their ashes spread across the stadium…that wouldn’t work out too well considering the fact that we are constantly changing the turf for different events!!! Who knows where your ashes will eventually end up.

My week ended with Michelle taking me to a lecture at the Hilton Hotel just outside of Arlington. She is the past president of a leadership organization that has monthly meetings around the area. They meet for lunch and usually have a guest speaker who lectures about a “business” topic. At the luncheon that I went to, a woman spoke about dealing with difficult people. It was a very appropriate lecture to attend because I will undoubtedly be dealing with numerous difficult people in the future if I am involved in sales. I was pleased to get the opportunity to have this learning experience and to be able to network with other sales and marketing professionals in the area.