SognCenter Sioux Falls Storm provide professional experience

This fall, I was given the opportunity to take part in an internship with the Sioux Falls Storm, a local arena football team. In my time so far with the team, one thing has become clear to me: the business side of sports is as unpredictable and entertaining as the action on the field.  In my 1st two months, I've learned a number of key lessons for a career in sports business.

Before the season even begins, promotions must be planned, sponsors must be found, tickets must be sorted and equipment must be passed out to players.  Now, with most business internships, the job mostly entails making copies and answering phones.  Not so in the sports realm. 

Easing into things isn't part of the process. 

This is a sink-or-swim business, on and off the field, so I jumped in the water.

My second day in the office, I was told to make a sales call to find head coach Kurtiss Riggs a frame for a family photo. 

Three messages and one negotiation later, I had the frame for Riggs, and 4 season tickets for a local business.

Now, I expected the thrill of the first sales call to last longer, but within five minutes I was putting together three press releases and sending them out to the web. 

Short lived pride. Another thing that's important to remember for the future.

The next lesson came on our first gameday.  Less than five hours before the Storm kicked off against the Wenatchee Venom, we had yet to finish putting up signs, finalizing promotions, stuffing programs and putting final touches on getting the Sioux Falls Arena ready for the Storm home opener.  Yet, no one panicked.  We tackled the tasks and had time to spare.

When the game started, blood pressure and adrenaline skyrocketed, and some failure  is too be expected.  Timing for promotions will be off, signs will be lost and equipment will break.

Lesson four: Be flexible.

At the end of the game, the work isn't over, but when you love the game, it isn't work.