Aaron Smoot
Associate Director of Game Presentation and Fan Experience @University Of Michigan Athletics
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WORK HISTORY
Associate Director of Game Presentation and Fan Experience @University Of Michigan Athletics
Ann Arbor, MI, US
Assist with production for all Michigan Football home games, supporting field setup, pregame logistics, and in-venue fan experience at the largest stadium in the country. Assist in showcalling pregame. Oversaw the production and show-called one football game during the 2024–25 season.Produce and direct all Michigan Hockey home games, ensuring seamless run of show, sponsorship activations, and live fan engagement. Achieved sellouts for all 18 home hockey games in the 2024–25 season, generating the second-highest revenue in program history ($2.1M+).Earned a 98% positive fan satisfaction rating in postseason surveys (1,300+ responses). Developed and executed in-game videoboard content, including hype videos, player features, and fan cams, to enhance storytelling and atmosphere. Improved pregame timing and production structure to strengthen game flow and audience engagement.Oversee game presentation, fan engagement, and promotional strategy for men’s and women’s lacrosse and field hockey. Broke the all-time men’s lacrosse single-game attendance record twice (2,835 vs. Ohio State; 2,767 vs. Notre Dame). Achieved multiple sellouts and set the all-time season attendance record (10,344 fans), increasing revenue by 54% year-over-year. Manage digital marketing and email campaigns in Eloqua to drive student engagement and ticket sales across football, hockey, and Olympic sports. Collaborate with Marketing, Digital, and Ticketing teams to align messaging with promotional themes and key attendance drivers.Created and lead the department-wide External Operations Internship Development Program, integrating communications, digital marketing, ticketing, creative, and fan experience units. Direct recruitment, scheduling, mentorship, and professional development to build a pipeline for collegiate and professional sports careers. Implement structured training, evaluation, and shadowing opportunities to enhance intern performance and cross-department collaboration.
EDUCATION
University of Oklahoma
Master of Education - MEd, Intercollegiate Athletics Administration
University of Oklahoma
Bachelor's Degree, Public Relations, Advertising, and Applied Communication
Oklahoma City Community College
Associate of Arts - AA, Psychology
Oklahoma City Community College
Associate of Arts - AA, Journalism and Broadcasting
SKILLS
ABOUT AARON SMOOT
Associate Director of Game Presentation and Fan Experience at the University of Michigan Athletic Department
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