Rich Lisk is the principal at Small Change Marketing Group (SCMG). SCMG is a full service marketing firm specializing in sports marketing/entertainment including sponsorship sales, ticket sales, advertising and promotion, budget design, business and marketing plans, and brand identity. His work is grounded in three principles… Build….Deliver….Believe.
The philosophy driving the work of Small Change is steeped in the idea that the entertainment product is successful only if it fits into a customer’s budget in a demanding economy, offers a quality product, and is delivered with the highest level of customer service. With the creation of the When You Assist, You Scoretm program, SCMG helps its clients tap into local partners in the community to build their audiences while at the same time benefitting local families and special charities – allowing our clients to expand their outreach and philanthropic work at the same time.
Rich has 25 years in the sports marketing industry. He is recognized as an industry leader and has generated millions of dollars in revenue, repeatedly shown creativity, while being fiscally responsible and raising brand identity for a number of sports teams and ventures. Throughout his tenure, Rich has secured sponsorship revenue in excess of $15 million. Campaigns are carefully crafted and measured and have included local, regional and national companies including: Reebok, Best Buy, Virgin Mobile, Toyota, Chevrolet, Saturn, Target, Sun National Bank, Dominos, Ford, Coca Cola, Circuit City, Wells Fargo, Casio, and Target among many others.
Prior to starting his own firm, Rich was the general manager for the Philadelphia Soul (Arena Football League). During his time as GM, the team was consistently in the top two in sponsorship sales out of a league of 16 teams. As the General Manager of the Philadelphia Soul, working side by side with Jon Bon Jovi, the Soul won ArenaBowl XXII. The Soul were also among the best draws in the AFL during Lisk’s stay continually increasing attendance figures during that three-year period. With Lisk at the helm, the Philadelphia Soul was recognized with the 2007 Commissioner’s Award as the Organization of the Year. In 2006, the Soul was also one of three national finalists and received an Honorable Mention for the Turnkey PRISM Award for exemplary customer relationships and fan development.
Before his success with the Soul, Rich was the President and General Manager of the Trenton Titans, an ECHL hockey franchise and an affiliate (minor league team) of the Philadelphia Flyers. Under Mr. Lisk’s management, the Titans led the league in attendance and ticket revenue and were the 2005 Kelly Cup Champions. After a five year hiatus as the New Jersey Devils AA Affiliate, in 2011 Rich resurrected the Titan’s brand and revived the fledgling Trenton hockey team. While the 2011-2012 season marked a 21% increase in attendance over the previous year representing the largest increase of any team in the 20-team ECHL, the 2012-2013 season boasted an additional increase of 10%.
Rich has received numerous awards including the prestigious 40 Under 40 award by the Philadelphia Business Journal; the Distinguished American Award from the National Football Foundation and College Hall of Fame, the highest offered by the National Football Foundation to a select few for exhibiting superior qualities of scholarship, citizenship and leadership; a national Telly Award for outstanding local, regional, and cable television, commercials, programs and segments, as Executive Producer in a joint project with ESPN; the ECHL Marketing Executive of the Year; and the AFL’s Commissioner’s Award as Organization of the Year.
In 2003, Rich created the Competitive Edge Hockey School to use professional hockey players to teach 6 to 13 year-olds hockey skills. Since inception, the School has consistently grown every year and has schooled thousands of kids. In 2007, Rich expanded the school to include a 3-on-3 developmental hockey league for young players ages 7 through 13.
Rich graduated from Rutgers University with a degree in economics and finance. He is married and has three children. Not only has he been bitten by the Cross Fit bug, he is active in the youth sports community as a Level 3 hockey coach. He works with the Mercer Bulldogs Special Needs Hockey Organization in addition to a variety of local boards and committees, and speaks to area high schools in New Jersey and Pennsylvania on issues of child abuse, mental/physical well-being, and sports marketing.