On the ice and in the front office, the Dallas Stars are winning.
The Stars lead the Central Division with 76 points. They're scoring 3.68 goals a game, which is tops in the NHL. And business is humming.
The Stars have sold out 45 straight games, a streak that isn't coming to an end any time soon. But it wasn't always this way. The Stars owe a lot of their success to President and CEO Brad Alberts.
On Thursday morning, the Comerica Center in Frisco (the site of the Stars headquarters) was the backdrop for an insightful conversation diving into Alberts' success. It was part of the Dallas Regional Chamber's Executive Circle series. The topic: Rebuilding a Winning Team.
"My heart's always been here with the Stars. When they called me back, it wasn't just a professional decision, it was personal," Alberts admitted. "This team, this city, they're part of who I am. I couldn't stand on the sidelines."
After all, he started his career in professional sports as a ticket salesman for the Stars in the mid-90's. But when he returned to the franchise in 2011, this time in a front office role, he saw there was a ton of work to be done.
"You climb a mountain one step at a time," Alberts said. "That's how I started with the team, and that's how we're rebuilding it—step by step. The journey wasn't easy, but it was worth each challenge."
The franchise was cash-strapped, hemorrhaging money. What followed is a complete turnaround of the team's fortunes on and off the ice that couldn't be completely encapsulated in a 45 minute fireside chat. But Alberts tried to give the North Texas business community a window to the success.
One crucial piece of Alberts' strategy for revitalizing the franchise was the appointment of Matt Bowman as the chief revenue officer. The move underscored his belief that solid ticket sales are a bedrock of any sports team's business model.
"Matt Bowman's work with us has been monumental. Good ticket sales translate to a sustainable and staunch financial structure," Alberts explained.
And Bowman is just one of the great hires Alberts has made along the way to turn the franchise around.
"Creating a successful team is more than just assembling talent; it's about fostering a culture where excellence is the norm, respect is a given, and every member is dedicated to achieving shared goals, all of which are critical for winning championships," Alberts added.
Alberts has not only labored to strengthen the Stars' financial health but has been equally focused on cultivating a unique organizational culture. The franchise takes pride in a multifaceted approach that champions winning, financial success, diversity, and fan engagement.
"We built an organization around the idea of excellence in every respect," he stated. "Our philosophy is about more than just the game. It's about winning, of course, but also about making a difference in the community and providing an unforgettable experience for our fans."
Now that's not to say there aren't continual challenges in running a sports team in 2024, particularly in the rapidly changing landscape of sports economics and broadcast distribution. Alberts spoke candidly about exploring the creation of their own, free to the fans, broadcast network and harnessing innovative ways to adapt to the evolving demands of sports consumption.
Alberts repeatedly returned to the notion of hope as a cornerstone of the Stars' relationship with fans and the broader community.
"Every game, every season, we're selling hope," Alberts said. "We have one shared vision: to bring the Stanley Cup home. And with the team's talent, passion, and the backing of our incredible fans, we’re not merely dreaming; we're heading toward making it a reality."
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