Feature Story
On fall Saturdays in Blacksburg, every fan waits for that one moment.
The moment when the crowd chants in unison, "Let's Go," followed by a roaring "Hokies!" Then, the lights dim and a rumble builds inside Lane Stadium as over 60,000 fans begin to jump in unison to "Enter Sandman."
Years ago, Tori Thurston was one of them. Now, she stands and takes it all in.
From the sideline near the south end zone, Thurston watches the crowd bob up and down as Metallica echoes through the stadium. Instead of joining in, she scans the videoboards, the timing, the student section, making sure that everything unfolds exactly as planned.
As Virginia Tech's director of marketing and fan development, Thurston oversees the game-day experience for Hokie fans, blending tradition with new ideas to keep fans engaged and excited about cheering on their team.
"Being able to put my love for Hokie sports into my work everyday is so fulfilling," Thurston said from her office, its walls lined with years of Virginia Tech memorabilia. "I am constantly surrounded by such passionate fans who make all of the hard work and stressful days worth it."
That connection to Hokie athletics started long before she stepped into a leadership role.
Originally from Chesapeake, Virginia, Thurston attended Virginia Tech as an undergraduate. During her time as a student, she worked as a marketing intern within the athletics department, learning the behind-the-scenes work that makes game day possible. What once felt like an exciting opportunity to be close to the action eventually became the foundation for her career.
After graduating in 2017, Thurston left Blacksburg for Georgia Southern University, where she continued her education and worked as a marketing graduate assistant for the athletics program. Although the move wasn't easy, she knew gaining experience outside Virginia Tech would help her grow professionally.
"I honestly can't imagine staying here and working straight out of college," Thurston said. "Working at Georgia Southern gave me new perspectives and experiences and helped me gain an appreciation for Tech."
When she accepted the job as an athletics marketing assistant for Virginia Tech in 2019, it was important for Thurston to create separation from her undergraduate years. That meant finding a home outside the student-filled apartment complexes near campus. Today, she lives just outside of town with her dog, Oakley, embracing a version of Blacksburg that feels both familiar and newly her own.
Upon her return to Virginia Tech, Thurston stepped into a department she once observed as an intern, this time with greater responsibility. Over the next several years, she progressed in her roles, serving as assistant director and associate director before being named director of marketing and fan development. Each promotion brought new challenges, including developing and executing marketing plans for men's and women's basketball, volleyball, baseball, men's and women's tennis, and lacrosse, helping increase fan engagement and attendance.
To Thurston, however, if you ask her what matters most, she won't start with revenue numbers. She will tell you about community.
Something that has stood out to Thurston during her career, was her involvement in the Autism Awareness basketball game. At this game, there were promotional goodie bags with stress poppers and ear plugs, designated quiet areas away from the stands and reduced volume levels in Cassell Coliseum.
"It was so rewarding to know that we were able to help fans, who maybe had never been able to attend a game before, feel included and seen," said Thurston.
The theme of inclusion carries into Hokie Village, the family-friendly tailgate area before football games. She explained that many families who attend the tailgate may not be able to go to the game afterward. For those fans, Hokie Village is their game-day experience and she ensures the atmosphere still feels special.
While the energy of game day is what fans see, much of Thurston's work happens long before doors open. In the weeks leading up to an event, she collaborates with other departments within Virginia Tech Athletics to coordinate theme ideas and designs, revenue strategies, sponsorships, entertainment, etc. Even details that may seem small -- such as coordinating the pep band and videoboards -- are essential to game-day preparation.
Coming up with themes for a game is one of Thurston's favorite parts of the job. Her favorites this season have been "Stranger Things," "Cars," and Sixth Man night, when every student received free admission and a black jersey with the number six. The energy of a full student section was electric and powered the men's basketball team onto a win against Georgia Tech.
With all of her success, Thurston hasn't forgotten what it feels like to be on the other side of it all.
Now, Thurston oversees the marketing department's student internship program, a full circle role she credits as the foundation to her career. In this role, she trains 20 interns on game production, marketing roles and leadership development. She also is passionate about creating professional development opportunities for her interns and mentoring them as they enter their careers and post-graduate lives.
"Tori has basically been my life coach this year," says Natalie Eagleson, a senior lead intern for Virginia Tech Athletics marketing. "As graduation has gotten closer, she has helped me with my applications and offered her support through such an uncertain time in my life. She was actually the one who introduced me to the concept graduate assistantships, which is my plan right now."
Thurston understands the positions that her interns are in, as she was in the exact same position only nine years ago.
On game days, after a successful Hokie Village, when "Enter Sandman" echoes through Lane Stadium, Tori Thurston no longer jumps along with the crowd. Instead, she watches from the sideline, knowing she helped create the atmosphere she once found so magical as a student.
