129 - How the Florida Everblades Grew Attendance by 27% with Adam Winslow

Aug 27, 2025

Adam Winslow, Chief Marketing Officer for the Florida Everblades, shares how data-driven marketing strategies led to a remarkable 27% increase in game attendance. He discusses navigating the challenges posed by COVID-19 and emphasizes the importance of technology and personalization in engaging fans. Winslow reveals how small marketing experiments can lead to significant gains and the shift in marketing’s role from a support function to a revenue generator. He also highlights continuous investment in fan experiences and staying adaptable to tech changes.

Ask episode

AI Snips

Chapters

Transcript

Episode notes

ANECDOTE

Hired In The Middle Of COVID

Adam moved to Florida in February 2020 and experienced his first and last game that season because of COVID cancellations.
His family stayed in New York while he navigated uncertainty and the organization chose to keep him onboard.

INSIGHT

Growth Was Multi‑Faceted Not Accidental

Attendance rose from ~5,327 to 6,758 over four seasons, a 27% increase driven by multiple factors.
Population growth helped but did not solely explain the surge in fans per game.

ANECDOTE

Digital Jersey Auctions Doubled Returns

Adam introduced Dash for digital jersey auctions after seeing limits with in-person events.
Digital auctions grew revenue from ~$15–18k to $25–35k per night.

Get the Snipd Podcast app to discover more snips from this episode

Get the app

Send us a text

How does a minor league hockey team add nearly 1,500 fans per game in just four seasons? In this episode, Jeremy sits down with Adam Winslow, Chief Marketing Officer for the Florida Everblades, to break down the strategies that fueled a 27% attendance jump.

From surviving COVID challenges to building a data-driven marketing machine, Adam shares how his team turned small experiments into major wins. If you’re looking for a roadmap to sustainable ticket growth, this conversation is packed with actionable insights for sports marketers at every level.

Key Topics Covered:

Navigating the uncertainty of COVID as a newly hired marketing director
How technology upgrades like Dash, Podium, and StellarAlgo changed their approach
Turning email and text platforms into real revenue drivers
The role of personalization in ticket marketing—“don’t sell fish to steak eaters”
Why small, methodical tests (like $20 ad spends) can snowball into big wins
Marketing’s evolution from a “support” function to a true revenue generator
Continuous investment in the fan experience to keep things fresh and engaging
Staying adaptable to tech changes, from social media shifts to AI integration

Timestamps:

00:57 – Starting in the middle of COVID – Adam’s move to Florida, uncertainty during shutdowns, and building from scratch.
02:24 – Growing attendance by 27% – From 5,327 to 6,758 fans per game and the factors that drove it.
04:39 – Leveraging technology – From digital jersey auctions with Dash to email, text, and Meta ads.
06:49 – Data-driven marketing – How StellarAlgo transformed personalization, targeting, and ROI tracking.
12:22 – Marketing as a revenue driver – Moving beyond “sales support” and proving measurable impact.
18:16 – Testing, ROI, and scaling – Small ad spends, benchmarks, and learning from what works.
23:43 – Fan experience and community connection – Theme nights, charity auctions, and reinvesting in the arena.
27:17 – Looking ahead – Investing in AI, TikTok/Reels, LinkedIn ads, and building team culture.

Quote Pulls / Social Teasers:

“Marketing isn’t just sales support anymore—it’s a revenue generator.”
“Don’t try to target steak eaters with fish. Know your audience and deliver exactly what they want.”
“AI is not going away.”
“Just take one step forward.”
“You don’t need to fill the tank—start with $20 on an ad and see what happens.”

Call to Action:
If you’d like to connect with Adam, you can find him on LinkedIn or by email - adamw@floridaeverblades.com.

Links:

Episode 119: Fan Activation, Revenue Growth, and Digital Engagement with Dash’s Jonathan Hufnagel

Keywords / Tags:
COVID-19, sports marketing strategies, attendance growth, fan engagement, technology in sports, data-driven marketing, personalization, minor league sports, AI in marketing, sports management, ticket marketing, revenue generation, ticket sales

Sports Marketing Machine on LinkedIn
Sports Marketing Machine on Instagram
Book a call with Jeremy from Sports Marketing Machine