Marshall University Athletics
Marshall Athletics Launches ‘Herd Hospitality & Entertainment’
1/22/2026 9:30:00 AM | General
Newly-structured department unifies strategies for optimum fan experiences that build bonds between community, Marshall
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HUNTINGTON, W.Va. – Marshall Athletics has announced the official launch of 'Herd Hospitality & Entertainment' - a newly-structured department focused on unifying revenue generation, fan engagement, marketing, premium experiences and analytics under a coordinated strategy.
This department is designed to enhance the overall fan journey while driving sustainable revenue growth that supports the mission and competitive success of Marshall Athletics.
Part of growing the connection between the community and Marshall Athletics will be an enhanced opportunity to utilize our venues for an array of experiences, including concerts, weddings, meetings and other special events that provide memories to bond Marshall to Herd Nation.
'Herd Hospitality & Entertainment' serves as the centralized revenue-generation and fan engagement arm of the athletics department, bringing together ticket sales, marketing and fan engagement, premium seating and hospitality, and data analytics to deliver an elevated, cohesive fan experience at every touchpoint. By strategically aligning these functions, Marshall Athletics aims to create deeper connections with existing supporters, expand its fan base, and cultivate long-term loyalty between the community and Marshall Athletics programs.
"The launch of Herd Hospitality & Entertainment represents an exciting step forward in how we engage the Herd community," said Gerald J. Harrison, Marshall's Vice President and Director of Athletics. "Beyond the success of our teams, this initiative is about creating an electric, entertaining atmosphere in every venue that our fans can feel proud of. By delivering exceptional experiences on gameday and beyond, we aim to increase attendance, generate new revenue and strengthen the sense of pride and connection that makes Marshall Athletics special – all while continuing to support our student-athletes. This reflects our commitment to excellence on and off the field."
Ryan Crisp will lead the new department as Associate Athletic Director of Revenue Generation. Crisp will oversee the coordination of ticketing strategies, fan acquisition and retention, and integrated marketing efforts.
No stranger to success within Marshall Athletics, Crisp brings strong experience in fan engagement and strategic revenue planning, having driven successful initiatives for the Herd, including modernized communications and targeted outreach.
"We are excited to launch Herd Hospitality and Entertainment at a time when fan engagement opportunities have never been more dynamic," Crisp said. "Our goal is to not only grow ticket and revenue performance, but to build life-long Herd fans through personalized, thoughtful experiences. By leveraging data, creativity and a true understanding of our community, we will create opportunities for every supporter to feel connected and valued."
The Herd Hospitality and Entertainment team includes many experienced professionals within several key areas of focus:
Ticketing
- Devin Miller, Assistant Athletic Director of Ticket Sales and Operations – leads the sales strategy for season tickets, single-game sales, group sales and premium hospitality inventory while managing ticketing operations across all venues and events with a goal of driving revenue and elevating customer service.
- Shade Hutchinson, Director of Ticket Sales — responsible for implementing comprehensive ticket sales programs, managing customer service operations, and developing strategies to grow attendance and renewals.
- Aaron Jackson, Assistant Director of Ticketing — assists with daily ticket office operations, account management, and gameday ticketing logistics.
Premium Experiences
- Emily Suter- Director of Premium Seating, Donor Experience and Special Events – leads oversight of all premium seating sales and operations at athletic events while managing donor engagement initiatives and serving as a community liaison for premium space rentals of Marshall Athletics venues, including the Dutch Miller Deck and Big Green Room at Joan C. Edwards Stadium, Sky Deck and Hartley Room at Cam Henderson Center and Baseball Club spaces at Jack Cook Field.
- Mateo Flores, Graduate Assistant (Premium Seating and Ticketing) — assists the Director of Premium Seating, Donor Experience and Special Events by providing support for ticket sales operations, data tracking, and customer outreach.
Fan Engagement
- Matt Lewis, Director of Marketing and Fan Engagement — leads creative and strategic marketing campaigns, fan engagement initiatives, and promotional planning to enhance the brand and gameday experience across all platforms.
- Laurin Bentley, Assistant Director of Marketing and Fan Engagement — supports promotional execution, digital content creation, and community outreach efforts.
- Evan Williamson, Director of Videoboard Operations, Nikolas Maynard, Marketing Assistant and Ashley McClure, Graduate Assistant — assist with fan experience and contribute to fan outreach through video and audio content support and operational marketing projects.
Analytics
- Matthew Karnes, Director of Data Analytics — drives data-informed decision-making, segmentation, reporting, and analytical insights to enhance targeting, retention, and revenue optimization.
Harrison said he is eager to see the heights that this new team bring to the Marshall Athletics experience.
"Herd Hospitality and Entertainment will be led by an outstanding team with the vision, creativity, and passion to elevate how we engage our fans," Harrison said. "Ryan is an innovative leader with a strong passion for the fan experience, and his use of real-time data and feedback will allow us to continually enhance the entertainment value across our venues. Devin brings a proven record of success in sales, highlighted by his achievements at Enterprise, and his creativity within our annual fund gives me great confidence in his ability to excel in this role. Emily is an energetic leader with a proven aptitude for special events and stewardship, and her fingerprints are all over the success of the Big Green Scholarship Foundation. Collectively, I am extremely confident in this leadership team and believe the future of Herd Hospitality & Entertainment is bright."
Herd Hospitality & Entertainment will support both long-standing and new initiatives, including the expansion of fan segmentation strategies, enhanced communication platforms, and innovative ticketing programs such as youth-focused ticket offerings and enhanced family engagement activities. The department's launch marks a significant step forward in Marshall Athletics' commitment to creating a best-in-class experience for fans, partners, and the entirety of Herd Nation.
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