Del Lorenson, Sr. sponsorship & sales manager, FPC Live
What are the most challenging and rewarding aspects of your job?
Coming from food and beverage sales prior to joining the live entertainment sales industry, I was accustomed to short, fast paced sales cycles with more immediate gratification. The length of the sales cycle and relationship building in corporate sponsorships was a tough adjustment at first, but conversely converting on those long cycles has become the most rewarding aspect of the role. Building programming with a brand and connecting it to our engaged audiences; seeing how impactful live music is for brand awareness, loyalty and perception is a joy to share with our partners and so often exceeds goals and expectations.
Who do you look up to or admire in business and why?
For 15 years, I’ve been a resident and employee on the near east side and currently sit as vice president of the Williamson-Marquette Business Alliance. In that time, I haven’t met anyone as passionate, intelligent, practical, inclusive and kind as the owner of Giant Jones Brewing, Jessica Jones. Jessica embodies everything that makes a leader — unimpeachable ethics, devoted community member, savvy business sense, ability to think critically and pivot — she inspires me to be the best version of myself in and out of my FPC role.
What has been the high point of your career so far?
Creating friendships and growing my community with people who started as potential clients and casual acquaintances, as well as getting involved in community and charitable efforts like the Marquette Neighborhood board, Clean Lakes Alliance, Blood Cancer United, LGM, food insecurity in MMSD, and many other orgs that bring me fulfillment outside of my professional responsibilities.
What would you say are the best things about Dane County?
I’ve said this 1,000 times, so friends out there please don’t roll your eyes: Willy Street, the lakes, the arts, the incredible food and beverages, all make for an ideal quality of life. But what makes Madison so special is that every ounce of effort and goodwill I put out into the community is returned tenfold with sincerity and kindness.
Do you have any secret talents or abilities?
I was captain of my high school trivia team and still love to throw down at bar trivia. You need someone with inane knowledge? I’m your guy!
