With the WNBA season in full swing and the Minnesota Lynx off to a hot start, the environment inside the Target Center is electric each time the Lynx take the court.
Under bigger spotlights, everything burns brighter. When the Lynx played home games during the 2024 WNBA Finals, that meant actual flames. Standing in the tunnel at the Target Center, Greta Mitzel, a Carlson School of Management graduate, felt the blast of the heat from the pyrotechnics as the team entered the court to the roar from a sold-out arena.
“Hearing that first gasp from the crowd during the intro video was one of those moments I’ll cherish,” Mitzel says.
While the athletes bring the high-stakes drama on the court, a team of playmakers with University of Minnesota connections help make the magic behind the scenes.
The fandom frenzy
As the manager of game presentation, Mitzel helps oversee all the court entertainment between gameplay. She calls it a “puzzle” fitting all the pieces together—a half-court shot contest, a T-shirt giveaway, the halftime performance. It’s a race against the clock amid timeouts and gamebreaks to meet not only a mix of corporate and organizational obligations, but also to make a memorable gameday experience that leaves fans wanting more.
That energy reached new heights in the Target Center these past two seasons. Games where the Lynx faced Caitlin Clark’s Indiana Fever were among the highest attended in the regular season, and the postseason peaked in the WNBA Finals against the New York Liberty. Though the Lynx fell just short of a fifth championship title, Mitzel says the season’s excitement created new fans, building on the Lynx’s legacy.
From her courtside view, Mitzel says it’s satisfying watching all the puzzle pieces fall seamlessly into place to fuel the fervor for the fans and athletes.
“I’ve always been a behind-the-scenes person,” she shares. “I’d rather be the one there doing that work that you may not know is going on, and then it all just reveals itself at a point during the game.”
Putting data into action
On his digital dashboard, Director of Strategy Sam Hubble, a Carlson School graduate, tracks and compiles a data warehouse of the entire fan experience—ticket purchases, the gate where they enter the arena, time of entry, concession-stand sales, and more. The business intelligence department uses this information to develop a complete picture of Lynx fans.
“Then, my area is also responsible for taking [the data] and trying to figure out what’s next from it,” Hubble says. “How do we continue to build our fan base, create the best customer experience we can, and continue to push the boundaries on how we’re using data to just enhance everything about the Lynx?”
He says the wave of interest this season resulted in an explosion of ticket sales and Lynx game attendees trending younger—a sign that bodes well for expanding and developing a devoted fan base for the future.
A love of sports drew these behind-the-scenes playmakers to the Lynx organization. Navigating the business challenges, often juggling multiple balls—sometimes literally—to create a memorable experience keeps them coming back.
Hubble and Mitzel are two of several Carlson School alumni who work for the Minnesota Lynx.
- Categories:
- Business and Management
- Management
