A Delaware native and 2009 graduate of UD’s sport management program, Jon Schorah has built a dynamic career rooted in passion and adaptability. After nearly a decade in sales and marketing, he shifted into the craft brewing world with Crooked Hammock, helping the brewery grow from one location to three and eventually leading production, sales and marketing. His journey then took him to Colorado and San Diego before returning home to Delaware, where he now serves as director of brewery operations at Dewey Beer Company. Today, Jon helps strengthen Delaware’s craft beer community through his leadership at Dewey Beer Company, embodying the commitment and passion of Lerner alumni.
Lerner: Why did you decide to pursue your program at the Lerner College?
Schorah: Following my passion for sports, I wanted to learn the business side of athletics. I was attracted to the wide array of business segments that were covered in the program while also relating it back to sports and how they impact communities.
Lerner: What did you learn through this opportunity that you wouldn’t have learned anywhere else?
Schorah: The sport management program gave me a great foundation for pursuing any type of business. Learning economics, statistics, sales, marketing, ethics, and general business helped me tremendously as I explored multiple industries throughout my career.
Lerner: Please share an example of a course or concept that you were able to apply directly to your life and/or career.
Schorah: My concentration when I was a student in sports marketing, which gave me a different perspective on how to approach anything. It helped rewire my thinking to figure out how to make something marketable to drive business growth. My focus on building up The Cockpit while working within UD Athletics really laid the groundwork for how I could market an experience to a group of people.
Lerner: Describe an important connection you have made through your program (personal, professional, peers, mentors, professors, etc.)
Schorah: Building on my experiences and the network the sport management program and the UD athletic department provided helped me establish myself in the sports industry. My first job outside of school grew out of the internship I took with the Philadelphia Eagles, where my career was able to take off and create the path for my future.
Lerner: If you were to describe your classmates in one word, what would that be?
Schorah: Team. All of us had/have a passion for sports and working with others for a common goal. Through the internships, working within the athletic department, and all the group projects, we really banded together to achieve a common goal. For me personally, building up the Sport Management Club and growing The Cockpit with my peers were experiences I will carry with me forever.
Lerner: How did you balance your career with your studies?
Schorah: This was definitely challenging, as I was working three jobs while a full-time student for a while there. But it helped me focus on my discipline and time management, which are things that I still use as a strength to this day.
Lerner: Fill in this sentence: “My program helped me become…”
Schorah: My program helped me become a well-rounded, business savvy thinker.
Lerner: What piece(s) of advice would you give to current UD students?
Schorah: Network and show initiative. People gravitate towards others who go after opportunities, and oftentimes opportunities come from the relationships you develop. Helping one another within a network is a much better approach to growing your career (and that of others) than to rely on sending blind resumes into the world.
Lerner: What are your professional plans or next steps for the future?
Schorah: My career took a bit of a left turn, but I’m thrilled to be where I am. Working in the craft beer industry, leading teams, and training new brewers have become my calling. My goal is to continue growing our beer brand into a regional juggernaut and hopefully take steps to help spread my knowledge and experiences to others to help influence the next generation of craft beer professionals.
Lerner: What piece(s) of advice do you have for fellow businesspeople?
Schorah: Be flexible and proactive. The world in every industry is evolving faster and faster, so you have to be willing to adjust and get out of your comfort zone at times. Plan and get yourself ahead of the curve so you can be proactive to change rather than reactive.
Lerner: What does it mean to you to be a Lifelong Lerner?
Schorah: It’s a tremendous honor to be a Lerner alum and a Blue Hen for life. It’s incredible to see the things that my classmates have achieved and to see their influence in various industries. To be mentioned with them is truly an honor.
Lerner: Is there any additional information you would like to add?
Schorah: Follow your passions and strive to be true to yourself in your endeavors. My career path is certainly not typical, but I wouldn’t change it. I chased money and wanted to “fit the mold” and I hated it. But when I stuck to things I was truly passionate about, that’s when I felt the most happiness and I hope others will follow the path that is true to oneself.
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