To hear Missouri State University alumnus Luke Thomas describe it, his job with the San Antonio Spurs professional basketball franchise isn’t just a marketing job. It is “storytelling in a physical space.”

“Every detail, from the environment to the messaging to the way a fan interacts with a moment, is communicating something,” Thomas said. “My job is to make sure that message is intentional, cohesive and something people actually want to be a part of.”

Thomas’ job title is Experiential Marketing Manager, Strategic Growth for Spurs Sports and Entertainment. He joined the organization in early 2026. His responsibilities include planning large-scale fan activations, community events and other activities that “connect the Spurs to new and existing audiences,” he said.

“In Austin, this work comes to life across a series of tentpole moments throughout the year,” Thomas said. These include Spurs Week Austin, SXSW, Austin City Limits, Formula 1, and the Spurs International Half Marathon. The activities are designed to grow the Spurs’ brand in Austin and expand its presence globally, especially in Europe and Mexico.

“We just did an event in Paris for the playoffs,” Thomas cited as an example of the Spurs’ global marketing campaigns. “We will be back in July, and then we are playing games in Paris and Manchester, England, in January.”

Before his current position with the Spurs, Thomas worked at Walt Disney World in Park Planning and Integration. In that role, he managed large-scale operational and event logistics at Disney’s Animal Kingdom.

Path to communication career began at Missouri State

Thomas graduated with a Bachelor of Science in Communication from Missouri State in 2017. He then earned a Master of Arts in Communication in 2018, emphasizing public relations and organizational communication.

“When I first arrived at Missouri State, I felt a little lost,” Thomas recalled. Initially, he thought he would like to be a history teacher. Soon, however, he began taking communication classes.

“What drew me to communication was its depth,” Thomas said. “It is not just about speaking or writing, but about how ideas, meaning and human connection move across time and place.”

“Everything started to click,” he remembered, after taking a communication theory course with Dr. Elizabeth Dudash-Buskirk. “She brought real passion to the classroom and pushed students to think critically and rise to a higher level. That challenge came at exactly the right time for me, and I quickly fell in love with the discipline.”

Another influential communication faculty member was Dr. Shawn Wahl, dean of the Judith Enyeart Reynolds College of Arts, Social Sciences and Humanities (RCASH).

“Whether in the classroom or as an advisor, he was someone who consistently supported and believed in me,” Thomas noted. “Having him in my corner made a meaningful difference in my experience and growth as a student.”

A communication theory course with Dr. Jake Simmons, associate dean of RCASH, became a “defining moment” for Thomas. “We explored the idea that communication is inherently imperfect,” he said. “Instead of chasing perfection, I learned to focus on clarity, intent and connection, understanding that everyone else is navigating the same challenge.”

Learning to be professional

Missouri State continued to play an important role in shaping Thomas as a career professional. After graduating, he started working as an academic advisor for the university’s Academic Advising and Transfer Center.

Helping students “find their path” was “incredibly impactful,” he said. “It meant a lot to me as someone who started out undecided, and it ultimately inspired me to give back in the same way.”

During his time at the advisement center, Thomas worked for Kathy Davis and Ross Hawkins. “They really did help me learn how to become a professional,” he said. “To this day, that remains some of the most meaningful work I have ever done, and I will always be grateful for the people I met and the impact that experience had on me.”

Missouri State Chorale experience

Other faculty at Missouri State reinforced that idea of working with imperfection. Dr. Cameron LaBarr, director of Choral Studies and Clif and Gail Smart Professor in the Department of Music, was one of them.

LaBarr emphasized that “mistakes are part of the process, but repeating the same mistake is a choice,” Thomas recalled. “That mindset really shaped how I approach my work. It instilled a standard of accountability and a drive for continuous improvement. You learn to reflect, adjust, and come back better the next time, always pushing toward a higher level of execution.”

Thomas was focused on his communication studies, but he was drawn to Chorale before he ever stepped on campus. “Singing had always been a big part of my life. I grew up in the Boys Choir of Springfield [Missouri] and continued through middle school and high school.” Still, Thomas had no plans to audition for Chorale because he did not believe he was good enough. A friend encouraged him to try anyway.

“Before I knew it, I was not only in Chorale but also singing in Men’s Chorus, and I stayed involved all four years,” Thomas said.

Thomas also got involved with the Beartones. Not only was he president of the extracurricular singing group, he also helped organize gigs, support business planning, and led public relations. Those efforts provided “hands-on experience in leadership, branding and communication in a way that felt real and immediate.”

2016 inauguration a special memory

One of Thomas’s favorite memories of his time with Chorale was performing at the 2016 presidential inauguration. His personal connection with one of the individuals responsible for that year’s inaugural ceremonies, former Missouri Senator Roy Blunt, made the experience “even more surreal and meaningful.”

“He was from my mom’s hometown, had been her high school history teacher, and was delivered by my grandfather, who was the town doctor,” Thomas explained.

Thomas sees parallels between his inauguration memories and his current job.

“At its core, both music and experiential marketing are about creating something people feel,” he said. “That ability to bring individuals together, align around a shared experience, and deliver something meaningful in real time is something I first learned through music and continue to carry with me today.”

Advice for future Bears: Get involved in the arts

Thomas had some specific advice for future Bears: get involved in something that challenges you creatively, especially in the arts.

“Experiences like music, theater or creative groups push you in ways that are very different from the classroom,” he said. “They force you to take risks and express something that is not always perfectly defined.”

“That ability to operate in ambiguity and still deliver something meaningful is incredibly valuable in any career.”

Study communication @ Mo State

 

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Photos provided by Luke Thomas.

Reynolds College blog posts are human researched, written and reviewed unless otherwise indicated.