Nic Hendrix
About Nic Hendrix
Nic Hendrix serves as the Sr. Director of Sales & Service at Churchill Downs Racetrack, where he has worked since 2021. With over 11 years of experience in the tourism and hospitality sectors, he has held various roles, including significant positions at Pacers Sports & Entertainment and the New Orleans Pelicans and Saints.
Work at Churchill Downs Incorporated
Nic Hendrix serves as the Sr. Director of Sales & Service at Churchill Downs Racetrack, a position he has held since 2021. In this role, he leads the sales and service team, focusing on enhancing customer experiences and driving revenue growth. Hendrix played a significant role in the creation and launch of the Homestretch Club, a $45 million project, and successfully achieved membership revenue targets in its inaugural year. His leadership has contributed to exceeding budget expectations in ticketing revenue for major events such as the Kentucky Derby and Oaks.
Previous Experience in Sports Management
Prior to his current role, Nic Hendrix accumulated extensive experience in the sports industry. He worked at Pacers Sports & Entertainment for seven years, where he held the position of Director of Corporate Ticket Sales and achieved record revenue generation for the franchise. He also served as a Consumer Sales Executive during his initial tenure at Pacers. Additionally, he briefly worked for the New Orleans Pelicans and the New Orleans Saints as a Sr. New Business Development Executive in 2014.
Education and Expertise
Nic Hendrix earned a Bachelor of Business Administration (BBA) from the University of Kentucky, where he majored in Management with minors in International Business and Theatre, graduating in 2013. He furthered his education by completing a Certificate Program in Diversity, Equity, and Inclusion in the Workplace at the University of South Florida Muma College of Business in 2021. Hendrix also studied Business Ethics at the University of Virginia from 2012 to 2021, enhancing his understanding of ethical practices in business.
Achievements in Revenue Generation
Throughout his career, Nic Hendrix has demonstrated a strong ability to drive revenue growth. At Pacers Sports & Entertainment, he oversaw the largest revenue generation year in franchise history, achieving a 192% increase in Full Season Equivalents (FSE) in one season. He has also set franchise records for revenue from single games and premium ticket sales. His efforts at Churchill Downs have resulted in significant contributions to ticketing revenue, exceeding budget expectations by nearly 30%.
Recognition in the Industry
Nic Hendrix has been recognized for his contributions to the tourism and hospitality sectors. He was selected for Louisville Business First's 20 People to Know in Tourism / Hospitality, highlighting his influence and leadership within the industry. With over 11 years of experience, he has played a pivotal role in promoting numerous individuals within the sports industry, many of whom have advanced to management roles.