Ticket sales & service leader

Bo
Farley

I lead ticket sales and service teams, help people get better at their jobs, and make it easier for fans to say yes.

Explore my work dfarley241@gmail.com
Bo Farley wearing a suit jacket
30Total team across sales & service
$60M+Annual revenue responsibility
+35 ptsTeam satisfaction improvement
37Reps advanced into new roles
02

About

Help people grow. Make the work simpler. Results follow.

I lead the full ticket sales and service department for the Sacramento River Cats, the Triple-A affiliate of the San Francisco Giants. That means 28 account executives and two managers across group sales, premium sales, CATalyst, and membership experience. The same team also supports the Athletics during the club's time in Sacramento.

I got into sports business with the Carolina Hurricanes after working in home sales, operations, and college coaching. Those jobs taught me the same lesson: people do their best work when expectations are clear, trust is real, and the tools actually help. Beyond the ballpark, I live in Sacramento with my partner, Lauren, a veterinary cardiologist at UC Davis.

Bo Farley smiling in a cream sweater

Core strengths

01Leading teams02Growing revenue03Sales coaching04Practical technology05Developing people
03

Selected impact

Give good people what they need to do great work.

Scale the assignment, redesign the program, and build systems that make excellent work easier to repeat.

03

Systems overhaul

A modern sales tech stack

Rebuilt the systems behind the team, connecting data, outreach, coaching, video, and AI around how sellers actually work.

01 Selected impact

West Sacramento • 2025—27

Sell it.
Scale it.
Lead it.
AthleticsRiver Cats

One ballpark. Two teams. One evolving assignment.

Responsibility that grew with the moment

From closing suites to shaping the strategy.

When the Athletics' West Sacramento residency was announced in April 2024, I was a ticket sales manager. I supported the premium onsale directly—selling annual suite contracts, including three-year agreements, and generating more than $1.2M personally.

With each promotion, the assignment grew. I moved from carrying revenue myself to leading prospecting and WolfCycle campaigns, owning the A's group-sales push, and guiding the team selling memberships, groups, and hospitality.

Now the work extends upstream into pricing analysis and recommendations for 2027—connecting what the market tells us with how the sales team executes.

The progression

The role kept expanding.

01 • Manager
Sold the opportunity

Joined the premium onsale personally and closed annual and three-year suite agreements.

02 • Senior manager
Built the motion

Led prospecting, WolfCycle, and group campaigns—taking group sales from a near-zero first-year plan to more than $1M.

03 • Director
Lead the system

Lead the sellers across memberships, groups, and hospitality while helping shape pricing strategy for 2027.

02 Selected impact

CATalyst Career Acceleration Training program artwork over the Sacramento skyline

From program to platform

Inside sales became a launchpad.

I led the redesign of the River Cats' inside sales function into CATalyst: a full-time, 12-month development experience designed to accelerate early-career sellers into the sports industry.

The model combines real ticket-selling responsibility for the River Cats and Athletics with weekly training, one-on-one coaching, mentorship, modern sales technology, and exposure to NBA, MLB, and MiLB operations.

CATalyst graduates and team members at Sutter Health Park
A cohort experience designed around practical work, shared growth, and the next opportunity.

Program outcome

80%

of recent graduates earned elevated roles within 12 months.

04

Experience

The work behind the titles.

Open any role for the details.

01

CurrentSpecial project with Athletics Baseball Club

Sacramento River Cats

Jul 2023 — Present

Director, Ticket Sales & Sales EnablementDec 2025 — Present
  • Lead the full ticket sales and service department, including group sales, premium sales, CATalyst inside sales, and membership experience.
  • Manage 28 account executives and two managers across River Cats and Athletics work, supporting more than $60M in annual revenue.
  • Set sales forecasts at Triple-A and MLB levels and manage the ticket sales and service budget.
  • Raised overall team satisfaction from 50% to 85% after inheriting a department struggling with morale and retention.
  • Coached and developed 57 River Cats reps, with 37 advancing into internal promotions or new roles elsewhere.
  • Work with Marketing, Finance, HR, Legal, Partnerships, and Ticket Operations on promotions, contracts, staffing, and inventory.
  • Represent Sales and Service on the Sacramento Kings AI Council and join sellers in high-value client meetings.
Senior Manager, Ticket Sales & Sales EnablementJan 2025 — Nov 2025
  • Turned Inside Sales into CATalyst, a development program built around coaching, practical tools, and hands-on training.
  • Put together a sales toolkit that includes Salesforce, Vozzi, Conquer, WolfCycle, Seamless.ai, ZoomInfo, Level11, ChatGPT, and OneMob.
  • Created the LEAD Off mentorship program to pair early-career sellers with experienced leaders.
  • Reworked group programs for schools, nonprofits, and military communities.
  • Personally sold more than $1.5M in tickets across River Cats and Athletics products.
Manager, Ticket SalesJul 2023 — Dec 2024
  • Managed a Membership Development team of 10 Account Executives.
  • Built a new training program centered on continuous learning and growth.
  • Generated leads through FanCompass, StellarAlgo, Seamless, and internal ticketing data.
  • Planned weekly team development sessions with training, guest speakers, and team-building.
  • Named Employee of the Month in February 2024.
02

Professional sports • Ticket sales

Carolina Hurricanes

Jan 2022 — Jul 2023

Account Executive, Business DevelopmentMar 2022 — Jul 2023
  • Sold a full menu of products spanning season tickets, groups, premium areas, and hospitality packages.
  • Generated more than $1.2M in revenue and exceeded the 2022–23 revenue goal.
  • Built pipeline through outside events, relationship development, and direct sales.
  • Received the 2022 Business Development Heart and Hustle award.
Inside Sales AssociateJan 2022 — Mar 2022
  • Generated more than $145,000 in revenue across season tickets, group tickets, and suite rentals.
  • Achieved the monthly sales goal in both months on the sales floor.
  • Led Inside Sales call volume in February and March.
  • Managed incoming sales and service calls while maintaining detailed CRM communication history.
03

Operations • Customer experience

Southern Custom Doors

May 2021 — Dec 2021

Operations ManagerMay 2021 — Dec 2021
  • Ensured the smooth, on-time installation of 10–20 custom door units each month.
  • Directed installation and finishing teams through onsite projects.
  • Coached team members one-on-one and led a company-wide worker safety overhaul.
  • Resolved customer concerns through direct, open communication.
04

New construction • Residential sales

Beazer Homes

Sep 2016 — Oct 2020

New Home CounselorSep 2016 — Oct 2020
  • Generated $9M in new-construction home sales in 2020.
  • Analyzed monthly competitive information to shape sales strategy.
  • Partnered with sales leadership and marketing to position Beazer’s product in the local market.
05

Collegiate athletics • Coaching

University of North Carolina at Chapel Hill

May 2016 — May 2019

Assistant Cheerleading CoachMay 2016 — May 2019
  • Coached 50–60 student-athletes each academic year.
  • Helped new team members acclimate to the demands of college athletics.
  • Collaborated with senior coaching staff to create athlete development plans.
05

Foundation

Education & perspective

Education

University of North Carolina at Chapel Hill

Bachelor of Arts in Biology

May 2016

Industry involvement

Sacramento Kings AI Council

Sales & Service representative

Practical AI • Better workflows • Team training

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