Tracy Hedrick, who has an impact that spans college athletics, live entertainment, global hospitality, and iconic brand storytelling, sits down with Host Simon Hodgkins on this episode of VistaTalks. As the Chief Marketing Officer and Senior Associate Athletic Director for Ohio State Athletics and Business Advancement and CMO for Columbus Arena Sports and Entertainment (CASE), Tracy brings decades of experience and an unwavering passion for people to everything she touches. 

From her roots in live music and campus concerts to running marketing for one of the world's most recognizable college sports brands, Tracy's journey is anything but ordinary. It's built on a philosophy she calls "the memory-making business," a commitment to crafting inclusive, emotional, and lasting experiences that connect communities and inspire loyalty across generations. 

Crafting Unforgettable Experiences 

Tracy's career path weaves through an impressive portfolio: global tours with world-renowned artists like Yanni, a transformative role with Hard Rock Hotel & Casino in Punta Cana, and now, a leadership position at one of the most iconic institutions in sports, Ohio State. But what unites all of these roles? 

"For me, the common thread has always been about creating experiences that people remember," Tracy shared. "It's not just about events. It's about relationships, storytelling, and emotion. That's the foundation." 

Whether she's managing events at Ohio Stadium, Nationwide Arena, or an international stage, Tracy remains focused on crafting meaningful touchpoints. She sees her work as marketing and a way to make people feel seen, valued, and connected. 

Stewarding the Ohio State Brand: A Role of a Lifetime 

Tracy speaks about Ohio State Athletics with a deep sense of pride and responsibility.

"I wake up every day honored to be a steward of this great brand," she said. "We call it Buckeye Nation because it's so much bigger than just a team. It's alumni, students, staff, grandparents who watched games with their grandkids; it's a community." 

Her approach? Consistency. Authenticity. Emotion. 

"A great brand story resonates emotionally. It shows up consistently and adapts while still honoring its traditions." 

Duality, tradition, and innovation are key themes in Tracy's leadership style. In a world of digital disruption and AI acceleration, she grounds her strategy on values that don't change: empathy, authenticity, and human connection. 

Innovation Without Losing the Human Touch 

While Tracy embraces emerging technologies like AI for media targeting, journey mapping, and asset tagging, she remains clear-eyed about the importance of balance. 

"There's still something powerful about hearing your local radio station in the morning or seeing a story on the evening news. AI is a tool; it enhances what we do, but it can't replace the emotional intelligence and intuition of a good marketer." 

That mindset carries through to her view of live events, which she sees as sacred opportunities to create unforgettable moments, from first concerts to wedding proposals at sporting events. 

Leading Through Inclusion and Culture 

Tracy's work extends far beyond the scoreboard. At CASE, she oversees marketing for multiple venues, including the Schottenstein Center, Nationwide Arena, and Mershon Auditorium. These venues aren't just entertainment spaces; they're community pillars. 

"We offer diverse programming, concerts, graduations, sports, and corporate events because we want everyone to feel like they belong," Tracy said. "Inclusivity isn't a checkbox. It's about designing experiences that reflect the community you serve." 

She recounted her time at Hard Rock Punta Cana as a powerful lesson in cultural inclusion. By integrating local music and art into the guest experience, she saw firsthand how authenticity deepens brand resonance. 

Mentorship, Leadership, and Advice for the Next Generation

Tracy's advice for emerging leaders is grounded in self-awareness and service: 

"Know your North Star. Learn every part of the business. Be a good teammate. And find a mentor. You'll be surprised by how many people are willing to support you if you just ask." 

She emphasizes relationship-building as the foundation for success: "Everything we do, whether it's in sports, business, or entertainment, is about people. The relationships matter most."