Executives Spotlight stories appeared on this website starting in 2001. Some of the executive's professional experience may have changed since they were published.

Executive Spotlight - July 9, 2001

Jon Spoelstra

President, Team Franchises, Mandalay Sports Entertainment

The best way I can describe Jon is to recount a story he's often told.*

"While working for the New Jersey Nets, I called on McDonalds.

"I toiled over a presentation and stuffed it into my briefcase and drove over to see my client. He welcomed me into his office and kindly gestured for me to sit down. He began the conversation. 'Jon, the only reason I wanted to see you was that I wanted you to be able to read my lips.' Oh-oh, I thought, that doesn't seem like a "yes" is going to be formed with his lips.

"I wanted you to know," he said slowly, making sure I could lip read, that McDonald's will never be associated with the New Jersey Nets. Never. Ever. You're a lousy team, you've got lousy owners, you've got lousy management. We won't allow our name to be associated with your team. Good bye.' And then there was quiet. I (Jon) was so excited about my proposal, but it was obvious he didn't want to hear it. So, I picked up my briefcase and held it under my arm, kind of tapped the side of it, shook the man's hand, thanked him for his comments and walked out the door. I stood in the parking lot and reflected. I had this great proposal in my bag. Now, who, I thought, who in the world can I get for this great promotion where we won't bring down their image and identity?" I thought for a few seconds. Then the answer came to me. White Castle! White Castle was the first fast food restaurant in the world, but they hadn't parlayed themselves into a larger national and international chain like McDonald's, Burger King or Wendy's had. But they were a blue collar hamburger joint. Besides that, I loved White Castle burgers.

"So White Castle became the fast-food sponsor of the New Jersey Nets. And after the first night of its sponsorship, I (Jon) received a phone call from the state police. "Are you the man responsible for the sponsorship with White Castle Hamburgers?" "Why, yes," I answered again. "Then, sir," the officer continued, "I wanted to let you know you have caused a traffic jam on a state road in New Jersey and people are crammed in and around the White Castle restaurant. Traffic is backed up for miles. Do you take responsibility for this?" "Why I guess so," I replied. "Well, then, Mr. Spoelstra, if you ever do this again, I'm going to haul you into jail. And, would you please tell us when you're planning to do another one of these promotions?" Why, yes, Mr. Officer," I answered without reservation. "It will be tomorrow night!"

*story and some of the quotes used by permission. The full story can be read in Jon's new book, Marketing Outrageously, due in bookstores July 15th.

- Buffy Filippell

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What I do... Jon Spoelstra is President of Mandalay Sports Entertainment, Team Franchises. The team franchise division is one of the 3 divisions. Each President of sports teams owned by Mandalay report to Jon. Jon is focused on the development of professional marketing and sales techniques that maximize the revenues and profitability of Mandalay's Professional sports franchises. Jon, along with a n Executive Committee, also assists in evaluating acquisitions for new franchises. Mandalay Sports owns a number of sports teams and would like to own 15 - 20 over the next few years.

HOW I GOT HERE... MANDALAY SPORTS ENTERTAINMENT; Las Vegas, NV; 1999-present President, Team Franchises NJ NETS; E. Rutherford, NJ; 1991-1996 President/COO; 1993-1996 Consultant; 1991-1993 S.R.O. PARTNERS; Portland, OR; 1990-1993; 1996-1999 Consultant/Partner PORTLAND TRAILBLAZERS; Portland, OR; 1979-1990 Vice President/Minority Owner Senior Vice President/General Manager BUFFALO BRAVES; Buffalo, NY; 1977-1978 Vice President Marketing PRE-MORE, (Syndicated TV Show); Chicago, IL; 1975-1976 Consultant