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Dr. Michelle Harrolle


Professor, University of South Florida Vinik Sport and Entertainment Program

Dr. Michelle Harrolle is an Instructor in the Vinik Sport & Entertainment Management Program. She teaches Sales and Fundraising in Sport and Marketing Research in Sport and Entertainment.


Harrolle, who has been published in a number of journals including the Journal of Sport Management, also has years of experience in the sport industry. She was an aquatics director at Providence College; swimming coach at Providence College, Florida State University, and The Ohio State University; and recently, was the director of a Tampa Memorial Golf Tournament from 2003-2007. At North Carolina State University, she received the 2012-2013 North Carolina State University and College of Natural Resources Teacher of the Year Awards.


She joined USF from North Carolina State University, where she was a faculty member in the Department of Parks, Recreation and Tourism Management. She holds PhD, master's, and bachelor's degrees from the University of Florida where she was an All-American Honorable Mention collegiate swimmer. Harrolle has served as a member of several professional organizations, including the Sport Marketing Association, North American Society for Sport Management, and National Recreation and Park Association. Currently, Dr. Harrolle serves as the President of the Tampa Bay chapter of Women in Sports and Events.


Dr. Harrolle has conducted numerous consumer behavior and economic impact studies for professional leagues and teams within the United States. Harrolle focuses on understanding how motivations, constraints, and awareness relate to sport consumption patterns and how this information can be used for effective marketing. The research findings have allowed businesses to understand their consumer base and to highlight the economic impact of their events to community leaders, industry leaders, legislators, and economic developers.


Over the past 17 years, Dr. Harrolle has conducted consumer research for the Baltimore Ravens, Tampa Bay Lightning, Valspar Championship, New York Yankees Spring Training, Tampa Bay Storm, FELD Entertainment, Women’s Tennis Association, Arena Football League, Tampa Bay Buccaneers, Enthrall, North Carolina Youth Camp Association, Carolina Mudcats, Finish Strong, University of South Florida, University of Florida, and Florida Marlins.

In her leisure time, Dr. Harrolle is an avid rock climber who enjoys outdoor rock climbing with her 10-year-old son Landon in New Zealand and Greece. Additionally, she enjoys watermelon carving and learning new things.

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