Today we’d like to introduce you to Alexandra Crutchfield.
Hi Alexandra, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I worked for the athletic department while earning my Bachelor’s from Roanoke College in Salem, VA. As graduation was approaching, I was searching for jobs in and around the Roanoke Valley area (sports and non-sports roles.) I decided to interview for the Account Executive/Marketing Manager role for the Roanoke Rail Yard Dawgs of the SPHL. Interviewing took place in May of 2016; the Dawgs inaugural season would kick off October 2016. I truly got to see the team built from the ground up. The Dawgs just completed their 10th season in 2026; I’m still with the team, however now serving as the Vice President. During my team here, I have served as an Account Executive, Marketing Manager, Director of Corporate Partnerships and Vice President.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
About a decade prior to the Rail Yard Dawgs, the Roanoke area had multiple other minor league hockey teams. In the early years, we were constantly compared to those teams that ultimately ended up failing in the market.
Another hurdle we had to hop was the COVID-19 pandemic. In March of 2020, our season was cut short by seven games, which at the time was approximately 25% of our annual revenues. To lose that amount of revenue overnight was nothing short of devastating. At that time, we not only needed to ensure the franchise would survive in the next few months, but also the seasons to come. There was so much uncertainty and so many unknowns around live events for about a year. Ultimately, due to live event restrictions set forth by the State of Virginia, our ownership decided not to play the 2020-2021 season. The next time our team would set foot on the ice would be October 2021, about 18 months after the 2019-2020 was cancelled.
Alright, so let’s switch gears a bit and talk business. What should we know?
Inaugural season began in October 2016
Just celebrated 10 seasons in 2026
Home arena is Berglund Center (owned and managed by Roanoke City, former Roanoke Civic Center)
We are known for family-friendly entertainment and being present in our community (primarily schools and youth hockey)
We play from October to April
We won the SPHL President’s Cup Championship in 2023
Average fans per game 5,400+
Contact Info:
- Website: https://www.railyarddawgs.com
- Instagram: https://www.instagram.com/railyarddawgs
- Facebook: https://www.facebook.com/RailYardDawgs/
- Twitter: https://x.com/RailYardDawgs
- Youtube: https://www.youtube.com/@railyarddawgs4247
