Senior Vice President, Sales and Marketing
As the St. Louis Cardinals' Senior Vice President for Sales and Marketing, Dan Farrell leads a team of approximately 90 staff members working in multiple departments, including marketing, ticket sales, corporate partnerships, broadcasting, team publications, alumni relations and stadium entertainment. He serves as the primary club liaison with Major League Baseball on matters related to sales, marketing, broadcasting and scheduling, and he negotiates and manages all the team's local media rights agreements. His responsibilities also include areas related to Postseason planning and a variety of club-sponsored programs involving former players.
Under Farrell's leadership, the Cardinals have exceeded three million tickets sold for 16 consecutive seasons as well as 21 of the last 22 seasons. Anchored by longtime flagship station KMOX 1120-AM, the Cardinals Radio Network annually reaches over 3.3 million unique listeners and includes 145 affiliate stations in eight states. In 2019 the club's television broadcasts on FOX Sports Midwest achieved the highest local market ratings in Major League Baseball, and have ranked in the top three in baseball for 20 straight years. In addition, the team's marketing efforts have included utilizing multiple platforms to develop several award-winning advertising and branding campaigns.
Dan began working for the Cardinals in 1982, as a promotions assistant, after earning a bachelor's degree in economics that year from the University of Missouri-Columbia. He was promoted to Director of Promotions in 1985, and later worked as Group Director for Market Development in the sales and marketing department. He was named to his current position as Senior Vice President in 1998.
Dan has led his team in developing numerous significant ticket-sales initiatives, including the conversion of party-room space into the 400-seat "UMB Champions Club" area and the Cardinals' success in becoming just the second team in MLB to implement a dynamic ticket-pricing system. He has overseen the cultivation of long-term agreements with naming-rights partner Anheuser-Busch and several other key long-term sponsors, including Coca-Cola, Ford, and Mercy Health Systems. He has also played a leadership role in coordinating several national MLB "jewel events," such as the 2009 All-Star Game and multiple Postseasons and World Series, and local milestone events, such as the final-weekend ceremonies at old Busch Stadium in 2005 and the opening of new Busch Stadium in 2006.
A New Jersey native, Dan resides in Sunset Hills with his son Matthew and daughters Kelley and Erin. He has been active in the St. Louis community and supported a variety of charitable organizations for years, and currently serves as a board member for the Boys and Girls Clubs of St. Louis, the March of Dimes-Missouri Chapter, the St. Louis Down Syndrome Association and the St. Louis Sports Commission.