UTICA, NY - On Thursday, October 26th, students from Mrs. Dacey’s dual credit MVCC marketing class at Camden High School got a peek behind the curtain at the business of the sports, entertainment, and events industries. The class toured a range of facilities in the Utica area, including the Stanley Theater, the Adirondack Bank Center at the Utica Memorial Auditorium, the Utica University Nexus Center, and the Utica University athletic facilities on the school’s Burrstone Road campus.
At the Stanley Theater, students learned about how touring productions set up shop at the historic venue, how the entertainment is marketed, and a detailed history of the theater including its renowned architecture. This facility hosts national touring productions throughout the year, and also serves as an off-Broadway tech performance site for a variety of productions before heading off on tour, or even to Broadway itself.
At Utica University, the students learned about the wide-ranging Division III athletic program the institution offers, and the versatility of the facilities that can be repurposed to accommodate different sports between seasons. The facilities include the Todd and Jennifer Hutton Sports and Recreation Dome, which is one of the largest air pressure-supported facilities in North America.
At the Utica University Nexus Center and Adirondack Bank Center property, students learned more about Oneida County’s most prominent indoor sport and event venue that serves as the home facility for the Utica University ice hockey programs, the Utica Comets of the American Hockey League, and Utica City FC of the Major Arena Soccer League. The facilities recently held the Major Arena Soccer League scouting combine and draft, and are set to host the IIHF Women’s World Ice Hockey Championships later this winter.
Students received an overview of how the connected facilities can market sponsorships to create revenue, and how the facilities can easily adapt to accommodate a wide range of events and keep foot traffic flowing through the facility on a year-round basis. They also learned about how the food service and retail locations on site create a sense of synergy with the overall operation and generate additional revenue. They also learned that the name Nexus means “Gathering Place”.
We are thankful to the staff members at the Stanley Theater, Mohawk Valley Garden, and Utica University for being gracious hosts to our students and offering their perspective on sports and entertainment marketing, which has taken an increasingly significant role in the region's economy over the past decade.
