Senior Vice President and Chief Experience Officer The New York Racing Association (NYRA)
As Senior Vice President and Chief Experience Officer (CXO) of The New York Racing Association (NYRA), LaRocca ensures that the organization delivers the appropriate experience at every point of contact with its diverse customer base, from present and future on-premise and off-track patrons to online patrons, sponsors, corporate and governmental partners, service providers, employees, media and those involved in the racing product. As part of her duties, LaRocca oversees marketing, event planning and execution, social media, owner relations, media relations and communications, hospitality and group sales, and community relations at NYRA. Under her leadership, the creation of the first-ever three-day Belmont Stakes Racing Festival took shape which featured world-class racing, entertainment and hospitality. The 2015 Belmont Stakes was awarded the prestigious Street and Smith’s Sports Business Journal’s “Sports Event of the Year” beating out Super Bowl 50, the FIFA Women’s World Cup Final and other premier international events.
LaRocca joined NYRA in 2014 from Modell’s Sporting Goods, the largest privately held sporting goods retailer in the U.S., where she served as Senior Vice President, Marketing. At Modell’s, LaRocca led its successful sponsorships of the 2014 Super Bowl and the 2013 Major League Baseball All-Star Game. Previously, she served in management positions at a number of prominent organizations including Bob’s Stores, as Vice President, Marketing; TJX, Co., Inc. as Event Marketing Supervisor; and Paramount Pictures as Executive Director of Publicity/Marketing.
LaRocca, a graduate of Syracuse University, has a long interest in outdoor sports including racing and snow skiing. She is a member of the Board of Directors of Special Olympics Connecticut and a member of the Saratoga Race Course Advisory Board.
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