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Named president of the Seattle Seahawks and First & Goal, Inc. on September 23, 2010, Peter McLoughlin is responsible for all financial and business operations, sales and marketing, sponsorship, and administration of the Seahawks. Additionally, as president of First & Goal, Inc., McLoughlin directs the management of CenturyLink Field, CenturyLink Field Event Center and WaMu Theater. He is the club’s chief representative at NFL owners meetings and also serves on NFL committees for business ventures, digital media, stadium security and fan behavior.
In the fall of 2012, McLoughlin added the responsibility of the Portland Trail Blazers and Moda Center when Paul G. Allen named him CEO of Vulcan Sports and Entertainment. In this expanded role, McLoughlin has oversight of business operations for the Trail Blazers and Moda Center, while serving as an Alternate Governor for the Trail Blazers and representing the franchise at NBA owners meetings.
In McLoughlin’s sixth season with Seattle, the Seahawks reached the playoffs for the fourth-consecutive year after Super Bowl appearances in 2013 and 2014. The Seahawks won their first NFL title in Super Bowl XLVIII. The club has matched that success in the box office by ending the 2015 season with 113-consecutive sellouts. This offseason, McLoughlin showed his commitment to Seahawks fans by redistributing thousands of season tickets from ticket brokers to fans for the second year in a row. The Seahawks have recaptured more than 5,300 broker tickets since the conclusion of the 2014 season. The decision allows the club to sell more tickets to the Blue Pride wait list and make additional single-game tickets available to Seahawks fans. For the 2016 season, the Seahawks posted a 99.5% season ticket renewal rate while selling 61,000 season tickets. The club’s 12,000 member Blue Pride wait list has reached its limit and currently has more than 60,000 fans on the Blue Pride notification list.
McLoughlin’s vision of a fan-friendly environment at CenturyLink Field has led to significant upgrades in recent years. In 2014, the Seahawks worked with Verizon to make significant enhancements to the wireless network at the stadium to provide fans with free open access to Wi-Fi. In 2015, the Seahawks created the Toyota Fan Deck, which added 1,000 padded seats in two new seating sections in the south end upper level. The fan deck features a partially covered open air viewing and gathering area, and an enhanced 12 Flag raising experience. This past offseason, the Seahawks remodeled the Gary Wright Press Box, added four new premium suites, and renovated the Delta Sky 360 Club. The Seahawks also installed a High Definition LED board below the upper bowl to display greater content inside CenturyLink Field.
In 2013, the team doubled the stadium Pro Shop to 7,400 square feet of floor space and added 30 points of sale to offer fans more choices in Seahawks apparel and novelty items with faster service through mobile checkouts. Since 2011, the Seahawks have also opened three additional retail locations in downtown Seattle, Renton Landing, and in the Alderwood Mall.
McLoughlin was instrumental in the successful re-design of the team’s uniform in 2012 with Nike. Seattle and Nike teamed up to alter the team’s color scheme and jersey make-up, focusing on the team’s fan base, the 12s, and its Pacific Northwest heritage. Last year, the Seahawks ranked first in the NFL in overall merchandise sales for the third-consecutive year, including six of the top-50 jersey sales (Wilson-3, Sherman-14, Lynch-15, Graham-22, Chancellor-40, Thomas-50). Prior to 2013, no Seahawks jersey had been ranked in the top-10 since the league began collecting data in 2001.
Since joining the Seahawks, McLoughlin and his team have negotiated multi-year partnership agreements with American Express, Anheuser-Busch, American Family Insurance, Boeing, CenturyLink, Delta Air Lines, Microsoft, Starbucks, Toyota and Verizon.
The Seahawks local television ratings have increased 101% since 2011, the largest increase in the NFL. In 2015, the Seahawks ranked second in the NFL with an average of 43.5 local household rating while more than 770,000 households tuned to Seahawks games.
It is with fan engagement as a top priority that McLoughlin established a Fan Advisory Council in 2013. A group of 12 season ticket holders meet quarterly with McLoughlin and Seahawks executives to provide an open dialogue, sharing their thoughts and ideas in the evaluation and enhancement of the overall Seahawks fan experience. It is this commitment to the fans that helped Seattle rank no. 1 in the NFL in the 2013 Voice of the Fan Survey and Fan Experience Expert Review.
In an effort to continually enhance fan safety, McLoughlin launched a program to employ undercover law enforcement officers wearing opposing team jerseys on game day. In recent years, the Seahawks have also added to their already comprehensive safety plans with additional measures such as hand held metal detectors and the NFL bag policy. In 2016, the Seahawks will introduce walk through metal detectors for added security and to expedite entry.
He has also continued the initiative for stadium sustainability since his arrival. A solar array of 3,750 panels was installed on the roof of the CenturyLink Field Event Center that reduces annual utility costs by 21%, in addition to water and waste conservation efforts that reduce the effect on the environment. In 2015, FGI recycled or composted 96.5% of all facility waste with more than 1,313 tons of materials diverted from the landfill. Waste tracking began in 2006 when the facility recorded a diversion rate of 4.66%.
McLoughlin represents Paul Allen’s ownership interest in the Seattle Sounders FC. This past February, McLoughlin successfully negotiated a long-term stadium use agreement with the Sounders to keep the Rave Green at CenturyLink Field through 2028.
Before moving to Seattle, McLoughlin served as chief executive officer of the St. Louis Blues Enterprises from 2006-10. As CEO, he oversaw all business operations of the NHL Blues and Scottrade Center including sales, marketing and finance. During his tenure in St. Louis, the Blues achieved significant increases in revenue, season-ticket holders, sponsorship sales and a dramatic re-connection with Blues fans.
McLoughlin negotiated the arena naming rights agreement with Scottrade, a St. Louis-based investment firm, in time for the start of the 2006-07 NHL season. In addition, he negotiated a long-term extension with Fox Sports Network for Blues TV rights.
For 21 years prior to joining the Blues, McLoughlin served in a variety of executive roles at Anheuser-Busch. From 1998 to 2006, McLoughlin was vice president of corporate media and served as an officer of the company. He negotiated media agreements with television networks that included category exclusivity in 15 Super Bowls, 10 Olympics and dominant presence in MLB, NBA, NFL, NHL, NCAA and World Cup soccer telecasts. In addition, McLoughlin led negotiations for beer sponsorship of more than 80% of U.S. professional sports teams and stadiums, as well as league partnerships.
McLoughlin began his professional career at NBC Sports. From July 1979 to March 1984, he served as a senior unit manager at NBC Sports, where he managed production budgets and supervised on-site production of network programming. From March 1984 to October 1985, McLoughlin worked in NBC Sports Sales.
A graduate of Harvard University, he and his wife, Kelly, reside in Seattle.