In honor of the Flyers’ recent announcement of its very first mascot, Gritty, we sat down with someone who had a hand in finding him. As PR Manager, Chelsey Scalese is going on five years with Wells Fargo Center. She’s creating and publicizing out-of-the-box ideas to promote all types of events at the arena. This PR gal opens up about her journey within the organization, how she secured a dream job and advice for those who are looking to break into the industry.
Philly PR Girl (PPRG): How did you land this opportunity with the Wells Fargo Center (WFC)? Share your PR journey with us!
Chelsey Scalese (CS): It’s been quite the journey, which all began in college. I had about eight internships throughout college, all of which were unpaid. During the summer of 2011, I secured an internship with the Chambersburg Cardinals, a “professional” football team part of the Gridiron Developmental Football League (GDFL). I had the opportunity to work with an athlete who spent some time in and out of the NFL, named Keon Lattimore. This was the year of the NFL lockout, so when it came time for NFL Films to tape “Hard Knocks,” they opted to catch up with athletes that had already appeared on the show. They came to Chambersburg for a multi-day shoot to catch up with Lattimore. I knew I had a golden opportunity to meet staff from NFL Films. At the time, the man I was working with was a production assistant for NFL Films. After we worked together on this shoot, I knew it was crucial to keep in touch and we did—for years. When I applied for my very first position at the Wells Fargo Center, my contact (to remain anonymous) had made his way up the chain of command at NFL Films. He made a phone call on my behalf to my hiring manager. I know that phone call played a crucial role in me getting my first PR job.
PPRG: What a great example of networking and who you know. What was your first role at Wells Fargo Center and how have you managed to grow?
CS: My first role at the Wells Fargo Center was Assistant Interactive Marketing Manager. I essentially handled the venues social media accounts, email marketing, and website updates. While it was an interesting first role, I knew that PR was my passion. Every three months, I would schedule meetings with the (then) Marketing Director for the arena and express to her how much I wanted to work for her and do Marketing/PR. She served as such a great mentor and role model throughout my career. She’s a big part of why I transitioned so quickly into more of a PR-specific role. Fast forward two years later, I was promoted to my current role as Public Relations Manager. It took a lot of late nights and early mornings, but with the help of persistent and passion, I landed a role I absolutely love.
PPRG: While thousands are at WFC seeing their favorite acts, what are you typically doing throughout the night when it’s showtime?
CS: It is hard to put this all into words. There are some things I am not able to disclose. However, my main role on event nights is getting media out to cover the event, managing media at the event, and providing content post-event. The busiest parts of an event day are the hours leading up to the event taking place. I usually end up serving as a utility player throughout the night. I step in to handle random requests that come up last minute, as well as handle any type of crisis PR (although that rarely happens—knock on wood).
PPRG: What do you love most about your job?
CS: I love everything about my job. Let’s be honest, I get to have A LOT of fun! I must say one of the most unique parts of my job is the opportunity to meet so many people from around the world. I have a passion for meeting new people, hearing their stories, and understanding what makes someone unique. While we host the world’s most prestigious artists to perform in this arena, getting to know “their people” has to be the best part. I get to hear behind the scenes stories of what it is like to be on tour and travel around the world. I also love the pace. We move at an insane speed and really live day to day getting through each event.
Additionally, I love that my job lends itself to so much creativity, as it’s my job to come up with creative ideas that will promote our events in a positive light. I could be figuring out our next location for a trick shot with the Harlem Globetrotters, have WWE Superstars throw out the first pitch at the Phillies game, or even publicizing playoff hot dogs. The opportunities are limitless at Wells Fargo Center because there is ALWAYS something to be talking about. (And yes, I really do publicize hot dogs).
PPRG: What events are you most looking forward to working this year?
CS: I am excited for all of our upcoming events! Most specifically, we are all looking forward to the Flyers Home Opener on October 9. Did you hear they got a mascot? And on top of all of our exciting concerts, I must say I am most excited to host and promote Michelle Obama on November 29. We are one of only 10 cities for her book tour. While this won’t be the first time we have hosted the Obamas, it will certainly be an exciting event. All of our upcoming events can be found at WellsFargoCenterPhilly.com.
PPRG: What is your most memorable moment at the Wells Fargo Center?
CS: I’ve been a part of so many memorable events, it’s hard to pick just one! As we all know, Ariana Grande is the queen of social media, so instead of buying a gift, we decided to create her a “selfie wall,” where we used social media to connect with Ariana’s fans to submit selfies of themselves. Ariana Grande appreciated it so much that she posted the wall on her own social channels thanking the arena and her fans.
Another memorable moment was developing the Wells Fargo Center’s 20th birthday party event in 2016. I was tasked with coming up with a way to interact with patrons while sharing our history and brand. We decided to open the arena for a FREE event and gave patrons an all-access pass, including the opportunity to take a shot on the Flyers ice and a shot on the 76ers court. It was the first time we had ever set the arena to half ice and half court and allowing members of the public in for free. Admittedly, planning the event was a bit stressful but helping families create lasting memories made it all so worth it.
PPRG: What advice do you have for those looking to get into the industry, specifically in sports or entertainment?
CS: Relationship building is key in the communications industry. Do your best to not only meet people but also learn how to establish real, long-lasting connections and relationships. I recommend always being willing to help people, even if they’re unable to return the favor. It’s also extremely helpful if you have a lot of knowledge about your market and understand what is going to be considered newsworthy. PR is about staying on top of current events and figuring out ways to embed yourself into what is already “newsworthy” to keep your client relevant and at the forefront of people’s minds.
You have to be willing to dive deep, do some research, be creative, and figure out how to make something exciting. It can be extremely time consuming but so rewarding at the end of the process. Understand that a PR job is not a job, it’s not even a career—it’s a lifestyle. A mentor of mine always says, “the grind isn’t for everyone, but neither are the rewards.”
PPRG: If you weren’t in PR, what do you think you’d be doing? What was your dream job growing up?
CS: I always thought I wanted to be a journalist or in the broadcasting industry. In high school, I was the managing editor of our school newspaper. It was during this time that I began to understand the difference between journalism and PR. In the end, I fell in love with the behind the scenes aspect of PR, and I still feel the same way today!
PPRG: What are some of your favorite Philadelphia spots when you’re not at WFC or handling media events?
CS: Being a single girl in the city, I try to spend any and all free time (there isn’t much of it) out adventuring in the city! I absolutely love the new rooftop bar Attico and am a regular at Graffiti Bar.
