In his role as Senior Director of Special Events for the Boston Red Sox and Fenway Sports Management in Boston, Fred Olsen is constantly looking for new ways to bring high-profile non-baseball events to America’s oldest baseball park. He enrolled in The Business of Entertainment, Media, and Sports at HBS to help him think more innovatively. By stepping away from his day-to-day responsibilities and into an environment of diverse viewpoints, he was able to better understand his own business. He discusses his experience in the program.
For several years I was very interested in some form of professional development. A lot of my colleagues were enrolling in various types of programs, but I was trying to find something that was right for me. One of my goals was more personal—to be intellectually stimulated again and to expand my knowledge. The other was to be more innovative in my professional challenge of finding ways to use Fenway Park 365 days a year. I was able to achieve both of these goals during this program.
Without a doubt, it was the people—the professors as well as the staff. They were so accommodating. And, of course, the participants whom I was able to meet. When I first enrolled, I asked if I could go back home at night because I live so close, and I was told no because the idea is to be fully immersed. I'm glad I wasn't allowed to do that, because the networking experience was tremendous.
Every case offered general themes and lessons that I can apply to the way we look at our business. The program prepared me to make decisions that are more deliberate, so that we’re not just doing everything we can possibly do. We're more focused on pursuing opportunities that have a good chance of succeeding—aligning our brand with other popular brands, but also introducing the facility and the ballpark to non-traditional audiences. I came away from the program with a lot of new ideas and information that have inspired productive conversations with my colleagues, my superiors, and my partners outside of Fenway.
Definitely. Where I work at Fenway Sports Group, which owns the Red Sox and Fenway Sports Management, we're constantly asking ourselves how we can change. It was invaluable to step away from my job and look at the business from a distance—to pretend for a few days that I don't actually work there and imagine how I would do things differently if I were new to the company. It was really beneficial to look at the organization and myself from the outside.
Entertainment is such a big space, and the value of being able to hear and learn from the top professors in this field is enormous. Also, I cannot place a high enough value on the opportunity to network and meet people whom I would not have had a chance to meet otherwise. I connected with so many people from around the world—famous athletes and Hollywood stars, yes, but also talented professionals from multiple industries. I hope I will be able to stay in touch with all of them. That's a very valuable proposition.
The program was extremely well organized. Nothing was left to chance. And I was certainly made to feel special the moment I arrived on campus, which was great. It was a life changing experience, and I'm glad that I attended.