Alumni Spotlight is a website series that highlights College of Hospitality, Retail, and Sport Management graduates.



To submit an outstanding graduate for recognition in Alumni Spotlight, or for any alumni-related questions, please contact Tina Weaver, Director of Alumni Relations, at 803-777-6721.

Jonathan Frost

Where in the world is Split, Croatia?

If you asked Jonathan Frost (BS ’04 and MS ’06, Sport and Entertainment Management) to find Croatia on a map two years ago, he wouldn’t have had a clue—just like most Americans. But in October, 2008, Frost experienced the highlight of his newly started career when he was selected to serve as the Director of Marketing for Global Spectrum Europe. In this position, Frost is opening the 12,000 seat Spaladium Arena in Split, Croatia. He will live and work in Croatia for a minimum of two years, which he says is a personal and professional dream.

Split, Croatia is the second largest urban city in Croatia and a popular tourist destination, located near the shores of the Adriatic. Frost arrived in Croatia in November, 2008, and has been forced to adapt quickly to cultural differences. Frost said, “A typical day in Croatia is not at all a typical day in America. I am part of Global Spectrum’s first staff in Croatia and one of only two Americans working here. That offers its own challenges because of the language barrier.”

Much like his American counterparts, Frost attends many meetings throughout a workday to focus on things like establishing the company’s brand, booking shows, and networking with political and media contacts. But the meetings in Croatia are usually more relaxed and less formal than American meetings, Frost said. He added, “Coffee and casual discussions usually start the meetings, so it is best to allow 90 minutes for a scheduled one-hour meeting.”

Even among the cultural differences and challenges, Frost believes working overseas is without question a worthwhile experience. “Living and working abroad is something that I would encourage everyone to explore if given the opportunity,” he said.

To Croatia, from Columbia

It was while working as an Orientation Leader during his junior year at USC that Frost learned about the Sport and Entertainment Management (SPTE) Program. Frost remembers meeting Dr. Tom Regan, an associate professor in the SPTE department, and immediately realizing he found the right course of study. What attracted Frost most to the program, he said, was “being able to study and understand an industry that I truly enjoy.”

Frost was always around sports growing up since his father is the Assistant Athletic Director at Winthrop University in Rock Hill, SC. But he didn’t realize that he wanted to work in Sport and Entertainment Management until after Peter Luukko, the President of Comcast-Spectacor (and parent company for Global Spectrum, where Frost currently works), was a guest speaker in one of his SPTE classes. “What was said that day turned on a light in my head. I knew then that I wanted to be in facility management,” Frost said.

One-on-one with Jonathan Frost:

Do you have any favorites from when you lived in Columbia? Restaurants: Za’s Brick Oven Pizza, Miyo’s, Moe’s
Sporting events: Gamecock football and baseball, and when Kentucky comes to town for basketball

What is your favorite movie? The Count of Monte Cristo

If you could travel anywhere, where would you go? I want to visit all 50 states. I have visited 38. Now that I live in Europe, I hope to visit all the countries in Europe. I have visited nine. Other than that, I really want to visit Africa and go on a safari.

Where else would you like to work or live? Living in Europe is actually something I always had on my bucket list. I would like to live in Paris. I speak French and there are plenty of opportunities for sports and entertainment there…not to mention how beautiful the place is.

Is there anything you would change about your college experience? I think I was fortunate to have been given the opportunity to participate in so many things that I really can’t think of anything I’d do differently. Except, of course, I would have found out about SPTE sooner!

What were your favorite classes at USC? Dr. Regan’s SPTE 440 was the most demanding classroom experience out of any of my classes, but served an important role in understanding the business side of the sports and entertainment industry.

Dr. Bernthal’s SPTE 380 was instrumental in helping me see beyond the initial image in a marketing campaign. As Director of Marketing, this class has been useful for understanding the importance of consistent branding and how to focus a message at a specific target group.

In graduate school, Professor Roach’s SPTE 740 was the most important mainly because it took an in-depth look at the booking procedures and deal structures used by arenas (and other venues) to book shows. In the public eye, a venue is judged by its management’s ability to bring in the stars!

Where did you complete your internships? Florida Marlins/St. Louis Cardinals Spring Training and Minor League Baseball for the Jupiter Hammerheads/Palm Beach Cardinals

What advice do you have for current students? It is very important to be involved in the opportunities offered by your college like the Legend’s Challenge, Garnet Jacket Classic, and ICSEB. Intramurals are great. Student organizations are great. But it is taking advantage of the opportunity to work with your professors and classmates on events and projects that will teach you the most.

Any other parting thoughts? I love Carolina. It will always be a special place for me. The friends and the memories make us who we are!