Jana DeGeorge has been director of marketing at the 18,000-seat venue that was recently renamed Simmons Bank Arena since March 2006, and she’s worked in its marketing department for the past 20 years.
DeGeorge’s department is responsible for advertising all of the events held at the arena. She is in charge of the backstage area and hospitality for all shows. She handles catering, security, dressing rooms, the production office and the promoter office. There are no local promoters in Arkansas, so DeGeorge also works closely with promoters from all over the country.
DeGeorge has attended only one concert that wasn’t performed at what is now Simmons Bank Arena; it was an Eagles concert at Madison Square Garden.
What artists would you like to bring to the arena?
The answer to this question has changed so many times through the years. At first, it was Jimmy Buffett; then it was Paul McCartney, but now, since we have had both of them, I would think the one band that comes up the most is U2. I personally, however, would love to get an Adele date or Billie Eilish.
Do you think Simmons Bank Arena will ever be the home to sports teams like the RimRockers or the ice hockey team, the RiverBlades?
Not likely. We have tried various minor league sports and only arena football was truly successful. The state is really committed to the Razorbacks, and they are a primary focus of sports fans in Arkansas.
You’ve been around for many a name change. How does that affect what you do?
We have gone through two name changes (three logo changes) in the last 20 years. It really doesn’t affect what I do, but my part in the name change is changing the partnership branding in all aspects of PR. When you think you have everything changed, there is always more.
Between ordering uniforms for every department, getting all new arena swag, changing the website, social media, radio spots, TV spots, cups, napkins, popcorn buckets, business cards — I could go on and on. It never ends. And then there’s just trying to get everyone to call us the right name. We love working with our new naming rights sponsor and try our best to showcase their brand as well as ours.
What’s something you wish people who aren’t in your field knew about?
That it is so rewarding. We sell a good time, and when you see thousands of people fill the arena, even though we are all working, it is truly something special to know that you were a little part of making memories for everyone.
How has the marketing of the arena changed in the past 20 years? Name a couple of trends and explain, from your professional point of view, what caused them.
In 1999, there was no social media, so we had to reach out to fans by not only traditional media, but in the way of grassroots as well. We did more promotions and hit the streets with flyers and posters.
You can reach so many people these days with Facebook, Twitter, Instagram and email, but there is still something to be said about getting out there in the community and connecting fans with artists by way of grassroots.
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