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Mike Humes has helped developed sell-out strategies as part of the senior staff of five major league franchises, the American Hockey League, K2 Sports and the National Hockey League. Humes discusses the importance of the brand promise, especially being conveyed to a franchise\u2019s sales staff, in order to build new revenue streams. And don\u2019t even dare use the \u201cD\u201d word (discount) in his presence, as you won\u2019t get past the first words of the conversation with him. Humes talks about true revenue generation and creation, as well as some of the future aspects that franchise management will face in the coming years. Twitter: @MikeHumes1