— By Bill Cornwell
HUNTINGTON, W.Va. — Marshall athletics made a big splash late in the summer of 2025 by hosting a Zach Bryan concert at Joan C. Edwards Stadium, an event that drew a sellout crowd of 30,000-plus.
The university is now making an expanded effort for more alternative use of athletic facilities through a program called Herd Hospitality and Entertainment, as Marshall strives to create more revenue streams in an effort to support increased expenses.
A statement from Marshall Athletics said Herd Hospitality and Entertainment is “a newly-structured department focused on unifying revenue generation, fan engagement, marketing, premium experiences and analytics under a coordinated strategy.”
The statement further said that the department is designed to “enhance the overall fan journey while driving sustainable revenue growth that supports the mission and competitive success of Marshall Athletics.”
Based on the success of the Zach Bryan concert, Marshall officials say they’re looking for enhanced opportunities to utilize Herd athletic venues for an array of experiences, including concerts, weddings, meetings and other special events that provide memories to “bond Marshall to Herd Nation.”
“The launch of Herd Hospitality & Entertainment represents an exciting step forward in how we engage the Herd community,” said Gerald Harrison, Marshall Vice President and Director of Athletics. “Beyond the success of our teams, this initiative is about creating an electric, entertaining atmosphere in every venue that our fans can feel proud of. By delivering exceptional experiences on gameday and beyond, we aim to increase attendance, generate new revenue and strengthen the sense of pride and connection that makes Marshall Athletics special — all while continuing to support our student-athletes. This reflects our commitment to excellence on and off the field.”
Herd Hospitality and Entertainment is being led by veteran Marshall Athletics staffer Ryan Crisp, who will oversee the coordination of ticketing strategies, fan acquisition and retention and integrated marketing efforts.
“We are excited to launch Herd Hospitality and Entertainment at a time when fan engagement opportunities have never been more dynamic,” Crisp said. “Our goal is to not only grow ticket and revenue performance, but to build life-long Herd fans through personalized, thoughtful experiences. By leveraging data, creativity and a true understanding of our community, we will create opportunities for every supporter to feel connected and valued.”
Each component of Herd Hospitality and Entertainment has its own leadership and staff.
One of the key leaders is Emily Suter, who will be responsible for Premium Seating, Donor Experience and Special Events, including the marketing of premium spaces at MU Athletics venues such as the Dutch Miller Deck and Big Green Room at Joan C. Edwards Stadium, Sky Deck and Hartley Room at Cam Henderson Center and Baseball Club spaces at Jack Cook Field.