For Jill Pepper, it was a calling, one she could not resist.
Today, as the head of TEAM (Techniques for Effective Alcohol Management) Coalition, Pepper is making a difference in not only the sports industry, but society in general. That unique role inspired us at Professional Sports and the Law to take a closer look at Pepper and her organization.
Question: Given your background, TEAM would seem pretty far afield. What was the impetus for you starting TEAM?
Answer: For me TEAM Coalition was a dream job. I had wanted to get involved in an organization like the Susan G. Komen Foundation that combines a cause with something athletic like road races. While TEAM Coalition is a 501c3 non-profit organization. We are actually much more like a small business combined with a membership association. I have put my MBA to great use as the executive director of this organization. In the last decade we have doubled the number of association members. And the number of sports facility employees who become TEAM certified each year has grown from less than 10,000 to over 46,000 in 2012.
Q: What was the biggest challenge in growing the organization in the early years?
A: Our biggest challenge in growing the organization initially was awareness. Leagues, concessionaire companies and other organizations were unaware of what TEAM Coalition offered. Once the success of the employee training program and the fan education initiatives became better known, organizations understood that joining TEAM Coalition was a smart investment.
Q: What role does risk management play in the decision of the members to participate?
A: There is no greater reason for an organization to join TEAM Coalition than risk management. And the annual membership dues of $15,000 are the most cost-effective insurance policy I can imagine. Training, fan education and alcohol service policy creation and enforcement are critical reasonable efforts to minimize liability from alcohol-related incidents.
Q: Where does TEAM stand on whether alcohol should be sold in collegiate sports settings?
A: TEAM Coalition has a very strong opinion about the service of alcohol for collegiate sports. This might sound counter-intuitive, but TEAM Coalition takes the position that the more college sports venues serve alcohol, the less alcohol-related incidents should occur. And the reason for our “serve more alcohol” position is simple. Alcohol served by trained employees in a controlled environment where IDs are checked, service limits are instituted and alcohol service is cut-off for guests showing signs of impairment is ALWAYS MORE RESPONSIBLE than the uncontrolled tailgating environment seen on far too many college campuses. The perfect example of this theory in practice is West Virginia University.
Q: TEAM and alcohol companies would seem like odd bedfellows. Why have you been successful at marrying the two?
A: Again, what may appear as counter-intuitive at first is really basic economics when you stop and think. Alcohol companies make money from the service of alcohol. When you serve alcohol responsibly – by applying all the reasonable efforts TEAM Coalition offers like employee training, designated driver programs for fans, alcohol service policies and coordinated efforts across all facility employees — you actually serve more alcohol and make more money. When you serve alcohol irresponsibly and you lose your liquor license, you lose significant revenue. So in reality, the objectives of the alcohol companies and TEAM Coalition are completely aligned.
Q: Can you tell me about the TEAM Instructor Development Program workshops and what they try to accomplish?
A: TEAM training follows a train-the-trainer model. TEAM trainers are full-time managers of sports venues and concessionaire companies. Our network of active TEAM trainers includes more than 750 managers of human resources, guest services, event operations and concessions. Those TEAM trainers are the ones who certified over 46,000 employees in 2012. The TEAM Instructor Development Program (IDP) workshops are where those managers become certified TEAM trainers. IDP workshops are two-day courses offered once or twice each month in sports and entertainment venues across the country where these managers receive all the tools they need to become successful TEAM trainers.
Q: What are TEAM’s primary objectives for 2013?
A: TEAM Coalition has several goals for 2013. Each year we strive to grow our membership. We hope to bring on two new member organizations this year.
From a fan education perspective we hope to continue to see growth in the participation by fans in designated driver programs offered at all professional sports venues. In 2012, 844,000 fans pledged to stay sober and get their friends and family home safely from MLB, MLS, NBA, NFL and NHL games and NASCAR races. Our goal for 2013 is to reach 1 million responsible fans.
Finally, with respect to training, we are excited about the potential of training employees from NASCAR tracks. That is a new market for us. And we are continuing to see more NCAA colleges and universities participate in TEAM training. We hope to see that trend grow in 2013.
Q: What are the biggest challenges to the org’s long-term success?
A: The biggest challenges to TEAM Coalition’s long-term success all circle around one theme — funding. Training costs money. Promoting responsibility costs money. And while the organization has continued to grow during the last few years in the midst of a poor economy, we are very sensitive to our members and training customers’ ability to support TEAM’s programs.
We are very proud of the fact that in the last ten years the number of drunk driving fatalities in this country has fallen each year. In 2011, 9,878 Americans lost their lives in drunk driving crashes — the lowest number in this nation’s history. From TEAM Coalition’s perspective, that’s still 9,878 deaths too many. And underage drinking, binge drinking and irresponsible behavior continue to be a problem for sports and entertainment facilities. Our challenge is to continue to come up with creative and innovative ways to combat these problems.
