Valerie Moore: Breaking Ground In Atlanta with Major League Soccer

Valerie Moore: Breaking Ground In Atlanta with Major League Soccer

Valerie Moore joins us from Atlanta, Georgia where she is breaking ground as the Fan Services Manager for the new Major League Soccer expansion team, Atlanta United FC.

Tell us about your background working in sports and what are your roles and responsibilities with Atlanta United FC?

For many in our industry, a career in sports begins in college and I fall into that group.  At the University of Georgia, I was a student assistant in the Sports Communications department.  Since that time, I’ve been blessed to be a part of several great organizations including the Women’s Basketball Coaches Association, the Atlanta Falcons and now Atlanta United in my current role as Fan Services Manager.  In short, my job is to keep our Founding Members (our inaugural season ticket members) as enthusiastic throughout the season as they were on the day they joined the club. 

You've been working in the National Football League(NFL) for most of your sports career, how has the transition been for you now working with a Major League Soccer team? (MLS) 

Major League Soccer is a league that is enjoying exponential growth.  Seattle, Portland, Orlando and many other cities regularly draw crowds that would impress even the most long-tenured NBA, MLB and NFL fans.  The excitement for the game of soccer in this country is off the charts and it is one thing that attracted me to the role.  The job transition has been a fantastic challenge.  Moving from a premium sales role into a Fan Service role has felt very natural – it’s all about building relationships.  Whether you’re asking for a sale or asking for a renewal, the outcome is always based on how you make a fan feel. 

How is the city of Atlanta receiving the MLS team? What successes and challenges have you had in your role creating and developing the best fan experience ideas for the Founding Members Club of season ticket holders? 

Atlanta is fired up for Atlanta United!  Many soccer fans in our region have been waiting for an MLS club to call their own.  Our main challenge is to sustain that excitement throughout the season and for years to come.   Right now, we are in the midst of planning our fan experience in both Bobby Dodd Stadium where we will begin our season and also for Mercedes-Benz Stadium.

What has been your proudest moment in your sports career thus far?

For me, I get a sense of pride seeing former colleagues (like you, Alex!) grow in their careers and hope that I was able to have a positive impact on their journey.  For me, more than any suite sale or renewal percentage, it’s about the relationships and the memories.

If you weren't working in the sports industry, what other industry could see yourself working in?

What’s interesting about that question is that I honestly don’t remember a “Plan B”.  Working in sports was always the dream.  If you asked me to pick something new tomorrow, perhaps a food critic – that seems like the life!

What personal short term goals are you setting for yourself in the new year of 2017?

In 2017, I need to make an effort to simply get outside more often and enjoy fresh air and nature.  Some days, I’ll get home and realize that I hadn’t spent more than 2 minutes outside.  Sounds like a small thing, but I think it will help my overall mindset each day.

Three Facts About Yourself!

Favorite Quote- My mom always told me: “say what you mean and mean what you say”.  The older I get, the more I appreciate how many different ways that still impacts me.

Favorite Album of 2016- Has to be Lemonade, but this new Bruno Mars is fire as well.

Favorite Holiday Season Dish-Honeybaked Ham and Mac & Cheese – together.


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