A new program at the University of South Carolina’s College of Hospitality, Retail and Sport Management is offering students unparalleled opportunities to explore global innovation hubs in the U.S. and beyond.
Innovation Study Tours offer HRSM students an incredible opportunity to explore global innovation hubs in the U.S. and beyond. Through immersive, hands-on experiences, students gain invaluable insights into the latest trends and practices shaping their industries. The new program was launched by Dean Michael Sagas and spearheaded by Vice Dean for Organizational Development and Innovation Erica Lake, with support from the entire college’s faculty and staff.
The inaugural Innovation Study Tour took 25 Department of Sport and Entertainment Management students and 11 faculty and staff to New York City for Fall Break. The group visited leading marketing agency Wasserman, Major League Soccer’s New York City Football Club, iHeartMedia headquarters, Major League Baseball Headquarters and the Barclays Center. At each stop, they met with executives (including several HRSM alumni), experiencing VIP treatment and gaining invaluable networking opportunities along with lessons in sport and entertainment management innovation from industry leaders.
They also had the option to see a Broadway show and to watch the South Carolina vs. Oklahoma football game at the Mason Jar, New York City’s semi-official home for Gamecock fans.
The HRSM Dean’s Innovation Fund provided scholarships for each student, removing financial barriers to participating. The program goals include offering students a firsthand look at the global epicenters of innovation in hospitality, tourism, retail, and sport and entertainment management. The 2024-25 school year will also include a trip to New York City for retailing students (coinciding with the National Retail Federation’s annual conference) and a trip to Las Vegas for hospitality and tourism management students.
The inaugural Innovation Study Tour was a tremendous success by all measures, including the most important: positive experiences for the mix of undergraduate and master’s students who participated. They took time to share their reflections on each part of the visit to the Big Apple.
Wasserman
The group met with Wasserman VP International Festivals and HRSM alumnus Jesse Fayne (Sport and Entertainment, ’13), along with Tour Marketing executive Mary Kate Carragher and Client Services Talent Manager Autumn Foster-Pagett.
Jakhi Brown: “A major theme from the session was the importance of relationship-building and networking. Autumn emphasized that networking is half the battle, and forming genuine connections is vital for long-term success. She stressed that a significant part of the job is ‘who knows you’ rather than just ‘who you know.’ Jesse encouraged a positive mindset, advising everyone to approach tasks with energy, positivity and a readiness to pivot.”
New York City Football Club
The visit was facilitated by Americas City Football Group Head of Partnership Marketing Brent Simmons, also a College of HRSM sport and entertainment management alum.
Olivia Ballweg: “As far as innovation is concerned, they are in the middle of it. Not only with the NYCFC Stadium Experience, but their involvement in eSports and with the in-house marketing studio they have at Manchester City.”
iHeartMedia
The tour was led by HRSM sport and entertainment management alum and iHeartMedia Director, National Digital & Podcast Partnerships Jessie Lessin along with Director of Strategic Partnerships John Killeen, also a USC alum. The students also met with Vice President of Talent Acquisition Chris Harp.
Lauren Frasier-Jeffries: “This experience was eye-opening, as my previous perception of iHeart was solely centered around radio. However, the visit revealed that iHeartMedia encompasses much more, including podcasts, news, festivals and other media ventures. One of the highlights of the day was witnessing ‘The Breakfast Club’ filming their radio show. To my surprise, they were interviewing Lara Trump as we walked by. This moment was particularly special to me, as I grew up listening to 'The Breakfast Club’ every morning with my mom on our way to school.
"The most fascinating part of the visit was the radio station tunnel, which featured sensors that played different iHeartRadio stations from across the country with each step a person took. This innovative design showcased the extensive reach and diversity of iHeartMedia’s offerings.”
Major League Baseball Headquarters
The visit was facilitated by HRSM sport and entertainment management alum and MLB Senior Coordinator, Ticketing Samantha Conner. Students also met with Vice President of Ticketing Michael Ludson, Vice President of Media Business Development and Strategy Alex Cadicamo and Senior Project Manager in Digital Media and Data Visualizations Joel Feinberg.
Madeleine Schmidt: “The panelists had some great insights into working in the industry, with one major piece of advice that stood out: work for a boss who invests in you and your development. A lot of the time, you can get lost in finding what you believe to be the ‘best’ or most ‘prestigious’ job without regard to who you are working for, so this piece of advice was a great reminder.”
Barclays Center
The group met with Vice President - Partnership Development Rishi Lal, Account Manager Partnership Marketing Kensha Dorneval Grandoit, Manager - Inside Sales Tyler Maisonet and Senior Manager - Group Sale Morgan Munson, as well as with HRSM alumni Kellie Taylor (Account Executive, Membership Sales), Andrew Liebergall (Manager, Premium Services) and Kenny Rado (Manager, Premium Services). They then watched the game from a suite.
Seth Miller: “There were plenty of opportunities to network, but I took the most advantage before the game started by talking with Rishi about his career and how it can be relevant to something I do down the line. I connected with him on LinkedIn and have another call lined up with him.”
Conclusions
Sen Nguyen: “The trip, all in all, opened an absolute floodgate of information and insights that I would never have gotten access to without such a jam-packed trip. From the insights into talent marketing and grand soccer vision to marketing experientially and digitally, the experience opened up a different world of insights for me through new connections and learning experiences. And the best part? We capped off the trip with a Gamecocks watch party at Mason Jar, a bar packed with alumni, and it was booming from one touchdown to the next.”
Yijie Wang: The trip was a perfect blend of learning and excitement. Each visit taught me more about the intersection of sports, entertainment and media, and how these industries work together to create memorable experiences for fans. It solidified my passion for pursuing a career in sports and entertainment management, and I left feeling inspired by the possibilities that lie ahead.”
Seth Miller: I was able to connect more with the faculty and further grow my relationship with them. I was also able to speak more with my peers, as I had only known two of them before this trip.”
Jaime Torres: “The trip gave me a lot to think about in terms of how to navigate the industry and build a strong foundation for my career in sport management.”
Brianna Watts: “The 2024 Innovation Tour is something I’ll never forget. The opportunity to visit some of the most well-known sport and entertainment businesses in the country really inspired me, and allowed me to network with some great professionals. I feel much more prepared to enter the industry due to the advice of these mentors, and I hope to stay connected with them in the future.”
Elizabeth Eigenbrode: “I realized how important it is to put all my effort into my work. I learned that working in the sports world takes time. You will not start out right at the top or make lots of money, but it's a work in progress and you have to build your confidence and reputation, which includes networking with important people. After my trip from NYC, the first thing I did was hop on LinkedIn and connect with all those who I spoke to or listened to over the weekend.”
Myrtle Yates: “I was completely blown away by this trip. I had a fantastic time and learned so much about myself and where I might belong in the industry. I am excited to know that there are so many fantastic opportunities awaiting the Gamecocks.”
Olivia Ballweg: “I had an amazing experience on this trip and I really enjoyed learning from each and every one of the people that we had the chance to meet. Thank you HRSM!”