Biggest Challenges Faced By A Senior Director Ticketing And Experience At Premier Lacrosse League
Danny's biggest challenge as Senior Director, Ticketing & Experience at the Premier Lacrosse League is the dual nature of the role: navigating the demands of a startup environment—"everyone wearing all hats at all times"—while simultaneously growing interest in a niche sport like lacrosse; the opportunity lies in converting "fringe sports fans" by showcasing the game's inherent appeal.
Startup Environment, Sports Management, Marketing in Niche Sports, Fan Engagement, Overcoming Challenges
Advizer Information
Name
Job Title
Company
Undergrad
Grad Programs
Majors
Industries
Job Functions
Traits
Danny Passovoy
Sr. Director, Ticketing & Experience
Premier Lacrosse League
University of Arizona
N/A
Creative Writing, Journalism
Sports & Fitness
Sales and Client Management
None Applicable
Video Highlights
1. The fast-paced, demanding environment of a startup in sports. Danny highlights the significant time commitment and the need for adaptability and wearing many hats, unlike larger, more established organizations.
2. The challenge of growing a niche sport like lacrosse. Danny discusses the need to educate and engage new fans and overcome the perception of lacrosse as a less mainstream sport compared to others.
3. The importance of converting sports fans or fringe fans to enjoy the game of lacrosse. Danny emphasizes the confidence in the product and the challenge of getting people to initially try lacrosse, with the focus on proving its appeal upon introduction to the sport
Transcript
What is your biggest challenge in your current role?
This is an interesting one. I'll talk about startups and then briefly about lacrosse.
Startups are different. When I worked for the Arizona Diamondbacks, the team had been around for over 20 years. The staff had been there for a long time, and Major League Baseball has a very specific way of doing things. It's a 300-person organization, so you enter a process that's already set. Your hard work determines your success, and I loved that aspect. Things were pretty secure, though there were always long hours, especially in sports.
In contrast, with the PLL, we had only 30 full-time staff. I think we worked six months straight, including weekends, with no days off. It has certainly gotten lighter since then, but that's what the job requires. In a startup, everyone wears all hats and needs to be available because that's the kind of work it takes. It's a learning curve for most people, and it was for me coming from the Diamondbacks. I thought 180 games, 81 home games, being there for all of them, meant I could handle a league with fewer games. No, startups are a different beast, and knowing that coming in is really helpful.
Secondly, lacrosse is challenging. It's a niche sport that's continuing to grow and is one of the fastest-growing sports at the youth, girls, boys, high school, and college levels. The growth is there, and hopefully, it will be in the Olympics in 2028.
However, it's not a mainstream sport yet. Many people are unfamiliar with the game, are just learning it, or are stuck in their ways as sports fans and aren't open to it. One of the biggest challenges, but also opportunities, is how to convert more sports fans or fringe sports fans to enjoy the game. We're confident that if we can get you to a game or have you watch one on TV, you'll like it and continue to engage. But that initial engagement is challenging, as is opening people's eyes to it.
There are many challenges, but I think the positives far outweigh them. It's a unique situation we face on both fronts.
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