Meet Dario Soto | Vice President, Global Partnerships at Stage Front

We had the good fortune of connecting with Dario Soto and we’ve shared our conversation below.

Hi Dario, why did you decide to pursue a creative path?

I pursued a career in the sports industry because I’ve always loved sports and the business that drives it. From a young age playing or watching sports was a passion of mine. I always dreamed of what it would be like to play in front of sold out stadiums or it or how it would feel to make that important decision that impacted the sport. Once I realized I didn’t have what it takes to become a professional athlete I really zoned in on looking to make an impact on the business of sport. I’ve been blessed to work with some of the top global athletes and teams, many of whom I could have only imagined to be working with growing up. My career has allowed me to see not just the world, but the world of sports from a global perspective, attending such sporting events as the World Cup Final, Super Bowl, Olympics, Rose Bowl Game, El Classico and much much more.

I’ve been blessed to turn a passion into a career where it doesn’t even seem like work anymore. Sports has taken me all over the world to places I could never have imagined going. All this from a sports dream that I never gave up on and always believed that I could do it, no matter how tough or far away it seemed.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?

I’m the Vice-President of Global Partnerships at Stage Front. We’re a global ticket, technology and entertainment company that works with major sports leagues, events and teams from around the world. My job is to find these sports entities where we not only sponsor them but implement our world class technology. Right now we’re implementing some of our newer technology, called “Stage Front ID” into stadiums, teams and leagues. This will revolutionize how fans securely enter a stadium , how they’re verified and how the sports entity will know their fan. I’m really excited to be part of something that’s going to be a game changer in the sports industry.

How I got to where I’m at was not easy, but I had a lot of support from family, friends and never ever stopped chasing my dreams no matter how difficult they may have seemed to achieve.

I grew up playing every which sport you can imagine from baseball to basketball to roller hockey. Baseball was my first love and I played all the way through high school. My dream had always been to either play professional sports or work in the sports indusry in one way or another. I graduated from my dream school UCLA where when I enrolled I knew I wasn’t going to make it to the major leagues much less play college baseball. So I focused on my academics and how I could break into sports on the business side.

I was heavily inspired by the movie “Jerry Maguire”, where I loved the different relationships Tom Cruise’s character had with his clients and the competition he had with other agents. Whether it was helping his clients land that next endorsement deal or big contract, the chase to close the deal made me want to do the same. So I decided to go to law school after UCLA and study to become an agent.

Soon into my first year of law school I realized that I was not made out to study law, I hated every day of going to class. I needed to find another way to get into sports. I dropped out and went to get my master’s in sport management at California State Long Beach. There I learned the business of sport, met some great people and got my first internship. Today, I’m actually an adjunct professor in the same program I graduated from.

My first internship and first real job in the industry was at the AVP Pro Beach Volleyball Tour, where I managed corporate sponsorships. There, is where I fell in love with the business of sports, particularly sponsorships, which is the area where I still work on today. I made some great friends, understood what brands want out of their sponsorships and saw up close and personal how a sport league works. Once my 4-5 years there ended, I moved on to Cartan.

I loved to travel and always wanted to work on a global level. A dream of mine was to go to the World Cup and Olympics. Cartan gave me that opportunity to not only go to these events, but play a major role in the hospitality of the London Games and Brazil World Cup. Two of my fondest memories in sports is attending the closing Ceremonies for the 2012 London Games and the World Cup final in Brazil 2014. Cartan also supported me in getting my second Master’s through a program supported by the International Olympic Committee (MEMOS). This absolutely changed my life in that it helped me see sports from a more global perspective and understand how the business works in other countries.

I then moved on to work at Herbalife and managed their global sports sponsorships. I spent 8 wonderful years at Herbalife, traveling the world and working with some world class athletes and organizations such as the LA Galaxy, Cristiano Ronaldo, Juan Cuadrado, LaLiga and many more. I traveled so much I had to get a new passport a few years in because I ran out of sheets for stamps. Herbalife is where I really grew up as a professional and helped me get to where I’m at today.

I’m excited to impact the sports industry at Stage Front and to continue chasing my dreams.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?

LA is an amazing city with so much to do and with some of the best cuisine in the world.

One of my favorite breakfast places is Antigua Bread in El Sereno. This place serves up a traditional Guatemalan breakfast and a great iced coffee. And being Guatemalan, what better way to start off a day than at this local hangout.

My favorite sports venue in LA is the world famous Rose Bowl in Pasadena. The Rose Bowl has some incredible history hosting some of the most iconic sporting events and concerts to ever happen. It’s also home to my UCLA Bruins, where watching a Bruins game overlooking the San Gabriel mountains on a warm September evening is a favorite past time of mine. So lucky to have grown up 15 minutes away from the Rose Bowl.

My favorite beach city is Santa Monica. I love the international vibe and the many great restaurants. After spending some time shopping on 3rd street and maybe picking up a fresh new pair of Nikes, I would head out to dinner at Dan Tana’s. One of my favorite Italian places in the city, with so much history and the best chicken parm I’ve ever had. Plus, you may also run into a few celebrities.

I love taking visitors to the Griffith Park Observatory. You can have some of the best views of the city and get some great exercise while you’re at it. Taking a hike to the Hollywood sign is a must for visitors where you can have unforgettable Instagram moment!

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?

First and foremost my family has been very supportive in my career path and helping me get to where I’m at. My parents and sister have played a huge role in stressing education, doing things the right way and to never give up. Without my parents supporting me playing sports from a young age, I would have never been in the place I am today.

As I’ve grown in my career, I’ve had great mentors and friends throughout the years that have helped guide me through tough situations and inspired me to take chances in my career. I’d shoutout those three friends, Dedan Brozino, Jeremy Evans and Jorge Assam who continue to advise and support me.

Another shout out to my Co-workers , current and past , and a special shout-out to Tulaib Faizy and Karthik Gudlavalleti who push me everyday to become the best that I can be.

Website:  www.stagefront.com (Company Website)

Instagram: @darso18

Linkedin: https://www.linkedin.com/in/dariosoto1/