Brad Norris-Jones: Bringing new experiences for Victoria Royals fans
VICTORIA, British Columbia — The Victoria Royals has a new Director of Business Development, and if the name Brad Norris-Jones sounds familiar, it is because Brad has been a permanent fixture in the sports scene in Victoria for over 15 years.
In this new role, Brad will oversee ticketing, merchandising, the team store, and online sales, responsibilities akin to those when he was the GM for the Victoria HarbourCats, and VP for Operations with the Canadian Premier League team Pacific FC. Prior to that, he also worked for the Victoria Seals baseball team.
Growing up in Victoria, Brad always knew that he would make pro sports his career, if not on the playing field, then on the business side of things. At the age of 20, he opened a sports memorabilia store on Fort Street, establishing himself in the wholesale retail business. The two decades of sports retail experience were an asset when he moved into the operations side of pro sports. He sees his main task as “not just selling a sport but selling entertainment.”
“Every sports team I have worked for has helped me get to the spot I have now with the Victoria Royals,” Brad explains, “Our goal is to fill the arena every night – that’s the salesperson’s job – but we also aim to change the culture of what the experience is like in the arena. We’re not just selling baseball, or soccer, or hockey; we’re selling entertainment. And we can change the entertainment value for young families and for people who aren’t necessarily hockey fans. We appreciate the existing hockey fans supporting us, but we also need everybody else to feel the entertainment value.”
And how Brad and his team intend to put this concept into fruition starts when the gates open one and a half hours before the puck drops, with enhanced food options and pre-game festivities. He reveals that there are bigger projects in the pipeline that the fans will notice are different: “Fans can expect some drastic changes that will move the needle for a great entertainment night for all. Our target audience are spectators who come for a game and who will want to return for the other entertainment.”
Looking back on his career, Brad shows utmost respect and appreciation to the dozen or so predecessors from the previous generation who have paved the way. “If they didn’t do what they did, I wouldn’t have this job,” Brad says, “I visit some of them regularly, listen to their stories and honour them.”
And looking forward, Brad expects the next three years to be very exciting for the Royals. He admits that the last couple years had been a struggle, with not making the playoffs, a big disappointment for all. But he is confident the current line-up of young players is turning into a strong and exciting team and one to watch as these superstars grow in their sport.
Hockey fans will also have much to look forward to in the next eight months, as the Royals support two exciting upcoming events. First up in September is the Vancouver Canucks training camp. Then in January 2024, Victoria will host Hockey Day In Canada. This seven-day event at Ship’s Point from January 16th to 22nd, will see a hockey rink made of synthetic ice built at Ship’s Point, with games over the weekend. There will even be an old-timer’s game with legends of the NHL, and past players with the Victoria Cougars, in the rink.
With much to look forward to, Brad will have a busy season coming up and we wish him all the very best!
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