While originally from western PA, MARK WALLACE has had an extensive sports communication and management career throughout Greater Reading, as Albright’s first full-time sports information director, a football coach, Reading Phillies Director of Media and Communication Relations, Wyomissing School District Athletic Director, Body Zone’s Sales & Marketing Director and Sales Director for the Sovereign Center, Reading Royals and Sovereign Performing Arts Center. He now serves as the GM of Hockey Operations, where he leads a staff of 14, ensuring “your Reading Royals” face-off each game. How did you become interested in sports as a career? I played sports growing up, including football. I am a diehard Pirates and Steelers fan. And I love hockey! I was a football player at Edinboro University where I earned my undergrad degree in speech communication. While earning my masters in communications at Clarion University, I worked in the sports information office and I learned the ins and outs of PR and collegiate sports. I realized I have abilities in sales and leading people. Everything I have done in my career has culminated with this job, where I apply marketing, communication, sales and administration skills, yet I continue to learn and I am still evolving every day. I have always worked in the sports industry and I love it! Not too many people get to do their job in front of thousands.
What do you find to be the best thing about living in Greater Reading?
When I first moved here in 1988, I felt like I was in a big city. Uniontown, where I’m originally from, was a small, coalmining town. Reading had a lot of hustle and bustle, yet there is still that sense of community you find in a small town. It’s a difficult time for the City of Reading. There are a lot of good people who want to see Reading make a comeback. If we stay the course, working together, I think it can. With our efforts here at the arena, along with the IMAX, GoggleWorks and RACC’s Miller Center, there are a lot of great things to see and do downtown. If we can provide affordable, quality entertainment, we bring a smile to someone’s face and they get enthused about what they are seeing and doing in Reading.
Tell us something about the Royals that people may not know.
Most people don’t realize how hard people work in minor league sports. The fans arrive slightly before the game. They see us out there and think, “Wow, that must be great!” And it is. But they don’t realize our day begins here at 8am and we do this 36 times a year. For the Reading Phillies staff, it is 71 times a year. There is a lot that goes on behind the scenes, with people wearing several hats. I am very blessed with our staff. They work extremely hard and are committed to the fans to make sure that they receive the most bang for their entertainment dollars.
What is your dream vacation?
I would love to go to Ireland. My father was Irish. My great-great-grandfather was born there. I have always dreamed of touring the country, seeing Dublin and hitting a couple of the Irish pubs for some Guinness. Right now the Ugly Oyster is as close as I get. Hopefully some day I’ll have the opportunity to visit.
What can you say about the fans?
People from this community, once you get to know them and they get to know you, are extremely loyal. And that is our fan base. They are extremely loyal. With the economy, we did see a loss of corporate season ticket holders. But not with our consumer base. They love hockey and they love the Royals.
What do you enjoy doing when you are not at the Sovereign Center?
My life, if I am not here at the arena, is usually on a sports field or gym somewhere else. My wife, Alison, and I are very involved with our children. Ben, 19, is a sophomore at Monmouth University in New Jersey, where he plays football and is majoring in business. Jessie, 15, is a sophomore at Muhlenberg and is a three-sport athlete, as is Jennifer, 12, who is in seventh grade. My wife, who teaches sixth grade at Muhlenberg, was a great college basketball player who scored 1,000 points and had 1,000 rebounds.
What is the best part of your job?
I love implementing a plan with our staff. It may be a marketing plan to sell tickets or community outreach efforts to visit schools. Getting the plan together and seeing it work as it benefits the community, the fans and the organization – as we strengthen our brand – is very rewarding.
by Kristin Kramer | photo by John Secoges
