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Dallas Stars Announce Brad Alberts As New President

Alberts will continue as president of the Texas Stars; Jim Lites will carry on as CEO as the Stars retool their operating structure.

Meet the new president.

The Dallas Stars organization has announced the appointment of Brad Alberts as President of the club. He’ll assume those duties from Jim Lites, who will continue to serve as CEO, and will report directly to Lites. Alberts will also continue to serve as president of the Texas Stars, Dallas’ AHL affiliate in Cedar Park.

The two will work with team ownership to guide the Stars’ business activities, according to the Stars’ press release. Lites will oversee the hockey operations department and represent the Stars on the board of Center Operating Company, L.P., the operator of American Airlines Center. He’ll continue to chair the Dallas Stars Ownership Advisory Group, as well as advise owner Tom Gaglardi and his hotel-restaurant company, Northland Properties Corporation, during their Texas expansion.

Alberts’ duties will include “significantly more control” over the team’s day-to-day business operations. In addition to team sales and marketing, he will now take on finance and administration, box office, human resources and information technology.

The Stars also announced the promotion of Matt Bowman, formerly vice president of sales and marketing, to Executive Vice President, Chief Sales and Marketing Officer. Bowman is in his sixth season with the team and has nearly doubled the number of Stars season-ticket holders during his tenure. He’s also spearheaded the customer-service strategy that helped earn the team the highest score among Dallas/Fort Worth sports franchises in the J.D. Power 2017 Fan Experience Study.

Here’s the full release:

Dallas Stars Owner and Governor Tom Gaglardi today announced changes in the operating structure of the organization’s business operations.

Jim Lites will remain as Chief Executive Officer of the team, while Brad Alberts will now serve as President and report directly to Lites. Previously, Lites held the dual role of President and Chief Executive Officer, and Alberts served as Executive Vice President and Chief Revenue Officer. With the move, Alberts will now have significantly more control over the day-to-day operations of the business.

As Chief Executive Officer, Lites will continue to work with Alberts and ownership on the day-to-day business activities of the Stars, oversee the hockey operations department, continue to chair the Dallas Stars Ownership Advisory Group, represent Stars management on the board of Center Operating Company (American Airlines Center), and maintain his role as the organization’s Alternate Governor. Additionally, Lites will continue his role as a top advisor to Northland Properties Corporation and Gaglardi as they expand their hospitality, hotel and restaurant business in Texas.

Now in Lites’ third stint with the Stars (1993-02; 2003-07; 2011-present), the team has won seven division championships, two Western Conference championships, two Presidents’ Trophies, and the 1999 Stanley Cup under his watch. He played an active role in the conception, design, construction and on-going business operations of American Airlines Center and Dr Pepper StarCenter ice facilities. Most recently, Lites played a significant role in hiring General Manager Jim Nill, purchasing the Texas Stars of the American Hockey League (AHL) and establishing the operating lease of H-E-B Center at Cedar Park in Cedar Park, Texas.

Alberts will oversee all aspects of the Stars business operations going forward. Previously leading all sales and marketing, he will also now head all aspects of the organization’s finance and administration, box office, human resources and information technology. He will continue to serve as President of the Texas Stars. Since rejoining the team in 2011, Alberts has played an integral role in the resurgence of the Stars in the Dallas-Fort Worth Metroplex, helping lead the organization to tremendous growth in brand visibility, attendance and sponsorship sales. Alberts and his leadership team have been instrumental in the sweeping rebrand of the team, retiring the numbers of Mike Modano and Jere Lehtinen, and creating tremendous sponsorship value for the team and its partners.

Alberts’ career includes nearly two decades of professional sports experience selling tickets, suites, premium seating, and sponsorships. From 1996-09, Alberts worked for the Dallas Stars and Texas Rangers in various sales management roles in tickets, suites and corporate sponsorships. From 2006-09, Alberts served as the Executive Vice President of the Hicks Sports Marketing Group, the in-house sponsorship sales group for the Stars, Texas Rangers, and Liverpool Football Club. In 2009, Alberts took over as the Vice President of Sponsorship and Sales at Legends/CSL, overseeing a number of events at numerous venues around the country.

Jason Farris will remain Executive Vice President and Chief Operating Officer reporting to Lites. He will continue to serve as an Alternate Governor, manage the operation of Dr Pepper StarCenters, handle the NHL financial reporting for the club, manage the NHL Growth Fund initiatives and conduct all banking relationships for the organization. New to this role, Farris and Lites will work side-by-side to identify opportunities to increase the footprint of Northland Properties Corporation in and around Texas. Northland Properties Corporation, the largest privately-held hospitality company in Canada, expanded to the United States when it opened two Moxie’s Grill and Bar locations in Uptown Dallas and Houston. Northland Properties currently has several projects underway, including the construction of a Sandman Hotel in Plano, which will house a Moxie’s Grill and Bar and a Shark Club Sports Bar. The corporation also has purchased land in Dallas, Frisco and Las Colinas for the future construction of Sutton Place Hotels. In addition, Farris will take an active role in the development of nearly fifty acres of real estate in Cedar Park, Texas adjacent to H-E-B Center, and all other real estate-related opportunities for the Stars and Northland Properties.

Alana Matthews has been promoted to Executive Vice President, Business Operations and General Counsel reporting directly to Alberts. In her role, she will oversee human resources, legal, finance and administration, information technology and Dr Pepper Arena. With the team for four years, Matthews received her law degree from SMU Dedman School of Law. Since joining the team, she has been integral in the daily operations of the organization including the expansion of the Dr Pepper StarCenters, the acquisition of the Texas Stars, securing the operational rights of H-E-B Center at Cedar Park, and leading the organization’s efforts, alongside the major league sports clubs in Texas, to amend the Texas Constitution allowing for the expansion of charitable raffles, which has significantly increased the fundraising efforts of the Dallas Stars Foundation.

Matt Bowman has been promoted to Executive Vice President, Chief Sales and Marketing Officer and will report directly to Alberts. Previously the team’s Vice President of Sales and Marketing, he will oversee ticket sales and service, ticket operations, marketing and business intelligence for the team. In his sixth season with the team, Bowman has helped expand the organization’s fan base, doubling the amount of season ticket holders in that span. The team’s fan-forward customer service strategy has driven high retention rates and increased fan satisfaction. In marketing, Bowman has helped guide the organization in developing new strategies to build enhancements for Stars fans, and connect traditional advertising to new marketing assets in the digital space.