By Danny Karmin
When Stefanie Evans started as a Senior Account Executive with the Wolves in 2006, she struggled.
She had trouble selling tickets and pondered quitting several times, unsure if it was the right path for her.
Eighteen years later, with a niche in group sales, one million dollars in ticket sales revenue and having been named the America Hockey League’s Western Conference Top Group Sales Executive eight consecutive seasons, it’s safe to say she has found her place–and then some.
Evans has spent the last seven seasons as Senior Director of Program Development, largely responsible for the programming of large group sales initiatives.
Through her years of success, Evans remains humble and credits her staff for the sustained success the organization has amounted to off the ice.
“I think we’re always on top of league trends and what’s going on in sports,” Evans said. “We see them, we take it and we make it our own. I’m fortunate enough to have been doing this for so long that I have a lot of experience in knowing what works and what doesn’t work and having the patience to build on it. It takes a lot of research, a lot of prospecting and literally, a lot of blood, sweat and tears as well as a lot of objections and rejections to be able to keep these things growing.”
Her work speaks for itself, but what’s impressive is how she carries herself day in and day out throughout the long season.
Evans poses with AHL President and CEO, Scott Howson as she is awarded a custom-made jersey honoring her $1 million dollars in sales achievement.
It’s one thing to be able to sell tickets, but being able to forge long-lasting relationships across the organization speaks volumes about her character.
“(Evans) just commands a presence, she doesn’t demand it,” Courtney Mahoney, Wolves President of Operations, said. “The way she handles herself and delivers everything, you know that she has our [organization’s] back. So that alone is what makes her so successful. And she makes people want to work for her and want to support her. You want to see her succeed. People want to do right by her.”
Added Jon Sata, Wolves President of Business Operations: “It has been a joy to watch Stefanie flourish over the years. She’s such a student of our business but, more importantly, she creates and delivers outstanding programs and experiences for our fans. Her fan-first mentality is a big reason people love working with her.”
One of a few of the successful programs Evans co-created is the Wolves’ School Day Games & Class Field Trips which debuted in 2009.
The educational program is designed to bring an interactive and scholastic experience for students at select Wolves games. All students receive an interactive workbook to learn how hockey relates to everyday classroom subjects such as math, science, language arts, reading and social studies.
Evans’ ability to stay up with current trends–while adding new ideas relating to the Wolves’ branding involving the community–has contributed to her and the team’s revenue-generating success.
“I’m super proud of some of the programs we’ve built,” Evans said. “It’s not something that happens overnight. A lot of our school days, it’s taken almost 12 years to get where we are now. We’ve gotten calls from teams in the NHL, and even teams in the NBA who are trying to do it. They kind of see our program as a pillar.”
This season’s School Day Games are Oct. 29, Dec. 18 and Feb. 20, 2025. The Wolves are anticipating another strong turnout of schools packed with eager and ecstatic students.
Along with the School Day Games, which traditionally begin at 11 a.m. at Allstate Arena, Evans handles the Wolves’ school choir, band and dance performance programs as well as the annual Girl Scout Cookie Rally. Each season, students perform in front of thousands as part of the Wolves’ pregame and intermission entertainment.
The organization also hosts a special performance program in November and March during which choirs can sing in unison with other choirs. The program started with eight schools participating and since has jumped to over 120 across four dates.
The annual Girl Scout Cookie Rally is held at one Wolves game per season and invites the Girl Scouts of Greater Chicago and Northwest Indiana group to a contest filled with pregame interactive activities around Allstate Arena.
Last season, the rally brought in around 4,000 attendees as Evans’ programs continue to generate a large interest.
“Everything starts with an idea,” Sata said. “School Day Games and the Girl Scout Game each started from a singular idea and best practices shared throughout the league. Under Stefanie’s leadership we’ve watched both platforms develop, grow and ultimately become tentpole events for our calendar each season. Her acumen to curate initiatives like this is extraordinary.”
Evans’ work has been well recognized by the AHL, as silver and chrome awards sit prominently on her office desk. She may have to create some extra counter space soon as the accolades show no signs of slowing.
Chris Friederich (Director of Partnerships), Samantha Davis (Vice President of Ticket Sales) and Stefanie Evans (Senior Director of Program Development) pose at the 2024 AHL Team Business Meetings in Chicago. From left to right: Chris Friederich, Samantha Davis and Stefanie Evans.
“There’s a lot of great talent in the AHL and to continue to do this year after year is awesome,” she said. “Not only to place first but to grow my revenue year after year is really important to both me and the organization. You always want to see the Wolves come out on top–on and off the ice so it’s nice when we’re represented at the top of the league.”
Evans truly embodies the organization’s commitment to winning and has proved it year after year.
“When I first started working here I pulled up in a red Mustang convertible, and now I’m pulling up in a minivan,” she said laughing. “I’ve grown up here. I’ve transitioned from a single woman to a mama of three. Your motivation to work hard changes. Before, you’re working for yourself and now you’re working for your family.”
As Evans once struggled, she wouldn’t have it any other way as those experiences helped shape her into the person she is today.
“I think you have to have a lot of grit [in this industry], she said. “You have to be resourceful and scrappy to get to the top and where you want to be. My competitive drive is still there to want to succeed and do well.”
