Editor's Note: This article is a part of a special advertising section in our June issue dedicated to the retail operations of Delaware North Sportservice.

In order to capture the highest sales volume, and ultimately the highest team revenue, Donna Genesky decided to change the way fans think about in-stadium retail.

Gone were the days where fans would simply browse a T-shirt cart on their way out of the stadium. If the Delaware North Sportservice director of Retail-East was going...

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