To fill 8,600 seats at the United Spirit Arena, Jaime Resendiz may need a little
help from his friends. Maybe you’ve met them – Bubba J, Achmed, Peanut, Walter and
Jose’ Jalapeño. Oh, and Jeff. You know Jeff – Jeff Dunham
, comedian and ventriloquist, whose Spark of Insanity tour is coming to Lubbock on
Resendiz is president of the Tech Marketing Association
(TMA), the student marketing organization in the Rawls College of Business at Texas
Tech University. Promoting Dunham’s appearance in Lubbock became the responsibility
of the group, with scholarship money on the line tied to the success of the event.
“The more tickets that are sold, the higher the amount of scholarship money,” Resendiz
The scholarship money is part of the overall proposal package submitted by the promoter
for Dunham’s Lubbock performance. The money will be allocated from concert ticket
sales, courtesy of the promoter and Jeff Dunham, and will come out of the show’s settlement.
Each proposal submitted includes a proposed budget for marketing. Resendiz and his
team had to run the plan – with radio, print, TV and other proposals itemized – past
Dunham’s rep and then started the implementation phase. Ads hit television, radio
and print in the spring, all with TMA’s logo or name mentioned.
“The promoter, Barbara Hubbard
, is all about working with the students for learning opportunities and a foot in
the door,” said Cindy Harper, associate director at the United Spirit Arena. “She
is an amazing person, known as ‘Mother Hubbard’ for all of her great mentoring and
college scholarship program, and is a true legend in the concert industry – 82 and
still promoting, but now putting in offers to agents who were actually students she
Harper said Hubbard asked her about the possibility of student involvement.
Jeffrey Harper, Cindy’s husband and an instructor in the Rawls College Marketing
area, suggested to Cindy that TMA might be the perfect match for this project. Cindy,
a Texas Tech marketing graduate and former member of TMA, approached the group about
their possible interest, and they jumped at the unique opportunity.
Resendiz and his team explored all types of marketing on their way to their final
“We did a lot of traditional print, like the Daily Toreador, the Avalanche-Journal,
Plainview and Amarillo, and some local radio and television. We saved quite a bit
of the budget for the August campaign.
“We chose some non-traditional things as well. Before school was out in May we designed
and gave away some T-shirts just to raise awareness on campus. We also placed some
Facebook ads. We put less than $100 in it, and we got really good exposure,” Resendiz
Tickets are priced $54, $40, $30 and $20 and are available at all area Lubbock Select-a-Seat
outlets (Texas Tech University Student Union, Civic Center East Pedestrian Mall, Dollar
Western Wear, Ralph’s Records & Tapes) and all area United Supermarkets.
Tickets are also available for charge by phone at (806) 770-2000 and for purchase
online at www.selectaseatlubbock.com
Find Texas Tech news, experts and story ideas at www.media.ttu.edu.
CONTACT: Cindy J. Harper, associate director, United Spirit Arena, Tech University,
(806) 742-7362, or firstname.lastname@example.org