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 Alumni:
Carl Lahr,
Senior Vice President of Marketing and Sales, Los Angeles Clippers
1. What are the general duties of your job?
Our team is responsible for the club’s marketing efforts including ticket sales, guest services, advertising, promotions, community relations, game entertainment, database management, market research, e-mail marketing and the team’s Web site. Put simply, our job is to produce 44 first-class nights of NBA experience at Staples Center. We want people to leave our games win or lose, and believe that it was a wise investment of their valuable time and money.
2. Which of those duties do you find yourself doing the most on a day to day basis?
Most of my day-to-day focuses on coaching and managing. Making sure our department teams know their goals, have the necessary resources, training and opportunity to be successful. It’s also important we make sure the teams are informed and working together. I’m fortunate to work with very talented, energetic, bright young professionals.
3. You were a journalism grad at Penn State, how did you end up with a job in marketing and sales?
Well, after coming to grips that I was not likely to be the next Jim Murray or Bill Lyons I sought a position in sports in “public relations” as it was called then. With a lot of tenacity and a little luck, I landed a spot in ticket sales with the San Diego Clippers in 1981. I’m a strong believer that with a solid education, experience and work ethic, you can achieve success in any career you are passionate about.
4. What were some of the best decisions you made after leaving Penn State?
The big three—moving to a place I love living, getting a job I love working and marrying the woman I love.
5. Any career decisions you regret having made?
Of course, but none that I would admit.
6. Is the corporate world of Los Angeles different from that of NYC or the East Coast overall in your experience?
Well, I’ve worked my whole professional career here in Southern California so not sure I’m qualified to answer this one, but I’ve long felt that people get up and go to work pretty much the same no matter where they live. I see very little difference in the business culture of the 30 markets the NBA is located.
7. How has being a Penn State graduate helped you thus far into your career?
My education and experience at Penn State laid the foundation for success. There isn’t a day that goes by without me appreciating that.
8. What advice would you offer to a Penn State journalism graduate who isn’t entirely sure about what path they should take?
My advice is to follow your passion. For those who may be interested in sports be advised there may be long hours and high stress but there are great rewards. In this profession it’s not just a job, it’s a lifestyle.
9. What are some of your fondest memories from your time in Happy Valley?
So many… fall Saturdays at Beaver Stadium with the faithful and head priest JoePa, nighttime stickies at the Diner, warm spring days on the Old Main lawn, learning in Carnegie, blowing off steam at the Rathskellar, indulging at the Creamery, my life with my brothers at Phi Who, hiking to and from East Halls, some legendary extinct events like the Phi Psi 500, Gentle Thursday/Augie Day, Delta Chi Marathon and the Green Beer Jammy. Course I didn’t know the g—damn words to the Alma Mater. Still don’t.
10. How often do you make it back to your Alma Mater?
Not nearly enough. Though my nephew may be enrolling this fall so I’ll have a new excuse. There’s a lot of Penn Staters here in LA so we feel close emotionally.
11. Has it been difficult to market a team that has struggled over the past 20 years?
We play in a great building (Staples Center), live in the most diverse, exciting city in the world, see the world’s greatest athletes perform and work in the best-marketed professional sports league in the world. We welcome the challenges as opportunities.
12. Did the 2005-06 playoff run aid in your job, making it easier to sell the team?
That season was so fun and memorable. We’re looking forward to more. Selling is never easy though.
13. Los Angeles is a competitive market for sports with a pro football team (nearby), hockey team, two pro baseball teams and a more popular NBA team sharing your arena, How does that affect your job?
We view that as a positive. The more sports fans, the more people are excited about NBA basketball the better. In a market this size, this passionate, anything is possible.
14. What has been one of your more effective strategies for drumming up interest in the Clips during your tenure on the job?
Currently, a lot of our growth can be attributed to our efforts at growing our database and becoming more sophisticated in how we market and promote to our fans. Communicating a pertinent value message to the right person at the right time.
15. Where do you see yourself 10 years from now?
I’ll be celebrating my first 60 years of life and still growing and learning. If you stand still in this business, you’ll get run over. Something tells me Joe Paterno will still be going strong on the sidelines as well.
16. What were your career goals when you were back in college?
My main aspirations were to be a sportswriter or work for NFL Films. I love my position with the Clippers. Even after 27 seasons, I’m excited and proud to come to work every day. There’s some nights I go home I’m not so excited.
17. What were your career ambitions as a child?
Like a lot of young children I dreamed of being a professional athlete. So for me, this job is a thrill.
18. Who have been some of the figures that have helped you the most in arriving where you are today?
I’m indebted to many, many people. My parents and family who gave me support and belief in myself, my teachers who challenged and guided me, my friends who encouraged and helped me, my bosses who gave me opportunity and trusted me, my peers who shared with me, those I work and have worked with who inspired me and of course my wife and children who make it all meaningful.
19. The Clippers went from very young in 2003-04 to a more veteran team with Sam Cassell and Cuttino Mobley in 2005-06. Now the team is a blend of that, what is the status now, rebuilding or stocking up veteran talent?
We’re confident we can be better than the team we had two years ago. We’re going to select a good draft pick and then add through the free agent market. With Brand, Kaman, and Maggette we have one of the strongest frontcourts in the NBA. We know we have to address the point guard position and that we have a lot of work to do. We’re going to surprise some people again.
20. With the Lakers acquiring Pau Gasol, The Suns landing Shaq, the Spurs fortifying their defense and the Mavs getting Jason Kidd and the Warriors improving in a Western Conference that is arguably more competitive than ever, where do the clippers fit into the big picture of the Western Conference?
Trust me, we’re going to be right in the thick of it.
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