Special Topics: Sports Entertainment and Digital Communications

This two-part, six-credit capstone, spanning the second half of the Fall 2025 and most of the Spring 2026 terms, will provide a comprehensive, hands-on internship experience in the world of sports entertainment and communications as well as academic research and career exploration.

Through an immersive role with the internship Adirondack Thunder, a semi-pro hockey team, the student will gain practical experience in game-day operations, event management, and fan engagement. This real-world experience is supplemented by academic research and analysis of key topics in sports marketing, communications, and public relations as well as a focus on digital communications in the sports industry.

In the first phase (2 credits, Fall 2025 Session C, 8 weeks), students will focus on the foundational aspects of game-day execution, assisting with event setup, promotions, and fan interaction. The second phase (4 credits) will build on this foundation, with students taking on greater responsibility in executing game-day scripts, managing in-game promotions, and contributing to the overall fan experience. Concurrently, students will conduct research into the business of sports entertainment, analyzing strategies for fan retention, brand building, and crisis communication. The course culminates in a final project that synthesizes both the practical and academic components of the internship, providing a robust understanding of the sports industry from both an operational and a strategic perspective.

Learning Outcomes

Upon completion of this course, students will be able to:

Apply communication (digital and in person) and public relations principles in a professional sports environment, effectively interacting with fans and acting as a brand ambassador for the Adirondack Thunder.
Execute core event management tasks for a live sports event, including pre-game setup, in-game promotions, and post-game breakdown, while adhering to professional protocols and deadlines.
Analyze the role of game-day promotions and entertainment in a team's overall marketing strategy, assessing their effectiveness in building fan loyalty and enhancing the in-arena experience.

· Analyze Sports Teams Strategic Framework: Examine the mission, vision, and strategic planning to understand how these elements contribute to its success in the industry.

· Evaluate Guest Experiences: Identify key components of the hockey team’s guest experience philosophy and how it influences customer satisfaction and loyalty.

· Investigate Career Pathways: Explore career opportunities within the sports industry/ hockey or other franchises, including skills and qualifications needed to succeed in various roles. (Part 2 – Spring 2026 LO)

· Apply Interdisciplinary Knowledge: Design and execute a research project that synthesizes concepts from hospitality, tourism, and management while incorporating primary data from interviews with industry professionals. (Part 2 – Spring 2026 LO)

Develop a comprehensive understanding of the sports entertainment landscape through a combination of practical experience and academic research, integrating real-world challenges with theoretical concepts. (Part 2 – Spring 2026 LO)

FALL 2025

Part 1: Foundations and Game-Day Execution (2 Credits, Fall 2025)

This phase is all about getting your hands dirty and mastering the fundamentals of running a live event. The focus is on the practical application of communications and event management principles in real-time.

Practical Experience with Adirondack Thunder

I. Event Operations & Logistics

- Foundational event management tasks (pre-game, in-game, post-game). Professional protocols and deadlines.

Game-Day Setup & Breakdown: Assisting with arena preparation, equipment staging, and post-game clear-up.

II. Fan Engagement & Promotions

Executing basic promotional activities and fan interaction. Understanding the game-day script flow.

Fan Interaction: Working promotions tables, directing fans, and assisting with basic in-arena contests/giveaways.

III. Communication & PR Basics

Acting as a brand ambassador (in-person). Applying foundational communication principles.
Brand Representation: Professional interaction with the public, staff, and fans.

IV. Foundational Academic Focus

Introduction to sports entertainment landscape and operational challenges.

Basic operational reports or reflective journals on daily tasks.

Bottom line for Part 1: You are the operational backbone, ensuring the game runs smoothly and the fans feel welcomed. Think of it as "Showtime: The Basics."

Module 1: Event Logistics and Pre-Game Operations

This module covers everything that needs to happen before the puck drops and focuses on hockey games and other events at the arena.

The learning is centered on checklists, timelines, and coordination and your written reflections on these activities. This reflections should be done after 3 or 4 events. It should be about 2-3 pages.

Topic 1: Pre-Game Setup & Venue Readiness
- Detailed walkthroughs and facility checks (rink, concourse, locker rooms, fan zones).
- Inventory management for game-day materials (promotional items, programs, signage)
- Liaison with venue staff (security, maintenance, concessions) to ensure operational readiness.
Topic 2: Ticketing, Gate Management, and Access Control
- Understanding the ticketing process flow (e.g., ticket scanning, problem resolution).
- Directing fan traffic and managing queue lines for smooth entry.
- VIP/Sponsor entry protocols and package distribution.
Topic 3: Game-Day Timeline Mastery
- Deconstructing the master Game Day Script (GDS) for minor league hockey.
- Understanding the minute-by-minute requirements from doors open to player warm-ups.
- Roles and responsibilities of staff and volunteers during the pre-game window.

Module 2: Communications and Fan Interaction (The Brand Ambassador Role)

The heart of the "communications" credit, focusing on immediate, in-person engagement as a representative of the Adirondack Thunder.

Topic 4: Principles of Professional Sports Communication (In-Person)
- Developing clear, concise, and professional verbal communication skills for a noisy environment.
- Acting as a Brand Ambassador: Maintaining a positive team image, handling fan inquiries, and managing minor service recovery issues.
- Understanding the importance of non-verbal communication (body language, enthusiasm).
Topic 5: Fan Engagement and In-Arena Promotion Execution
- Directing/staffing promotional tables and concourse activations.
- Scripted Interaction: Executing simple fan contests, T-shirt tosses, and on-ice activities during stoppages or intermissions (following the GDS).
- Assessing the immediate crowd response to different promotional techniques.

Reflection on differences in these areas related to different events at the arena hockey, rodeo, volleyball, basketball, comedy, etc.

SPRING 2026

Part 2: Strategic Analysis and Capstone Synthesis (4 Credits, Spring 2026)

This phase builds on the operational foundation by increasing responsibility and heavily integrating the academic research and strategic analysis components, culminating in the final project.

Category

Core Topics & Focus Areas

Academic Research & Strategic Analysis - accessibility

I. Advanced Event & Promotional Management

Increased Responsibility: Executing complex game-day scripts, managing in-game promotions, and contributing to the overall fan experience.

Promotional Analysis: Analyzing the effectiveness of promotions in building fan loyalty and enhancing the in-arena experience.

II. Sports Team Strategic Frameworks

Mission, vision, and strategic planning. The role of different departments (marketing, sales, operations) in team success.

Strategic Examination: Analyzing the Adirondack Thunder's strategic framework, and brand-building strategies.

III. Guest Experience & Loyalty

Identifying key components of the guest experience philosophy. Strategies for fan retention and loyalty programs.

Guest Experience Evaluation: Evaluating the team's guest experience to suggest improvements for customer satisfaction.

IV. Strategic Communications

Brand building, public relations, and Crisis Communication planning/analysis in the sports industry. Focus on Digital Communications.

Case Study Research: Analyzing major PR/crisis situations in sports and evaluating effective digital communication strategies.

V. Career Exploration & Synthesis

Interdisciplinary knowledge application (hospitality, tourism, management). Investigation of various industry career pathways.

Final Capstone Project: Designing and executing a research project that synthesizes practical experience with academic concepts, including interviews with industry professionals.

Bottom line for Part 2: You transition from executing the playbook to analyzing and writing the playbook—synthesizing your practical knowledge with strategic industry research.

Adirondack Thunder Game Night Internship

The primary function of the Game Night team is to support the Director of Events and the Thunder Front Office staff in executing all in-game activities. Responsibilities include, but are not limited to: Interacting with fans, preparing giveaways for in-game use, completing all of the game night setup and breakdown, and facilitating interactive crowd activities and promotions. The successful candidates will act as promotional and goodwill ambassadors for the Adirondack Thunder. Other duties as assigned.

Our Expectations: Excellent customer service skills and a basic knowledge of hockey, sports, and/or entertainment. Must be reliable, honest, and have strong communication and interpersonal skills. Candidates must be able to work Thunder home games as assigned; including nights, weekends, and some holidays.

Essential Duties:

· Assisting the Director of Events before and during all Thunder home games in presenting and executing a high-level, high-energy game experience that is memorable for fans

· Following game scripts accordingly. Must be responsible, professional, and punctual

· Supporting the execution of the game presentation and assisting with in-game promotions and events, raffle programs, and more

· Participating in entertainment and media break activities \

Adhere to all arena policies and procedures, as well as other duties assigned by management.

Qualifications, Skills, and Requirements:

· This internship is unpaid. Applicants must be able to receive course credit.

· High School and College students are welcome

· Outstanding customer service skills are a must.

· Interns will be representing the Adirondack Thunder organization on a nightly basis and must conduct themselves in a manner accordingly

· Any experience working in sports/entertainment related industries is a plus

· Need to provide your own transportation to and from all games assigned.

The Adirondack Thunder and Cool Insuring Arena are equal opportunity employers and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability status, protected veteran status, or any other characteristic protected by law.

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