Darren Coelho is very much at home in San Jose, California. A graduate of San Jose State University (SJSU), he began his career as the ticket manager for the now-defunct San Jose SaberCats, a professional arena football team. That role paved the way for his return to his alma mater, where he now serves as the Assistant Athletic Director in charge of ticketing operations.
For Darren, working in athletics has never been solely about logistics or sales. Instead, he says it is about the fans and the shared experiences that unite them. “I love the people and the fulfillment the most,” he says.
As he approaches his 25th season at SJSU, Darren reflects on a priority he set early in his career — learning names and building relationships. “Even though we are the ones behind the scenes and the actual ones working here, we are not that much different than our fan base. We all want our student-athletes to succeed, we want everyone to be safe and play fair, and we want to see competition at the highest level and experience achievements to celebrate.”
One of Darren's most significant relationships over the years was with Dan DeBoer, a man he called a friend and a mentor. “Dan was the longtime Director of Ticket Operations at San Jose Arena, later known as Compaq Center at San Jose and then HP Pavilion at San Jose, and now SAP Center at San Jose,” Darren reminisces. “I met him when I first worked in arena football for the San Jose SaberCats as an intern in 1995, and our friendship lasted 20+ years, through NCAA Tournaments and a lot of fun.”
Darren continues on the topic of mentors, saying, “Through INTIX, I also have to mention Dave Lowenstein. UCLA’s Central Ticket Office is second to none with all the places they support and what they are responsible for ... Plus, Dave is simply one of the best people you could ever be around. Everyone is better for knowing Dave.”
Among the many moments that have defined his career, two stand out. The first involved a longtime single-game, single-ticket buyer who had a casual conversation in Darren’s office about his game selections. That simple chat sparked a deeper connection, ultimately increasing his investment in the program. The fan started by purchasing a mini plan, then a year later, upgraded to a season ticket in the venue’s best section. Ultimately, he became a recurring donor. “My intent wasn’t any of those things for him when I invited him to my office, but it is cool that spending some time with him and engaging him on a personal level led to all of that,” Darren recalls.
The second unforgettable moment came in 2006 when a logistical challenge became an opportunity to collaborate with some of the biggest names in collegiate athletics. With renovations delaying the reopening of Stanford Stadium, the scheduled San Jose State versus Stanford football game had to be moved to SJSU’s home field Spartan Stadium (now known as CEFCU Stadium). Darren found himself in a conference room alongside then-Athletic Director (AD) Tom Bowen; Mark Harlan, who was SJSU’s Senior Associate AD for External Relations at the time and is now Utah’s AD; Stanford’s AD Bill Walsh; former NFL player and Stanford Senior Associate AD Darrin Nelson; and his Stanford ticketing colleague, Cheryl Hammitt. “I had to pinch myself in that meeting thinking about how cool that moment was,” Darren says.
Beyond San Jose State, Darren has found a second home with the International Ticketing Association (INTIX), where his passion for ticketing, customer experience, and professional development converge. “I have been a member for almost 25 years, and I really enjoy the sense of community,” he says. “All of us are from different places, have different venues and different-sized shows [and] events, but at the core, we still are serving the same purpose — selling experiences and facilitating admissions to live events. [There is] nothing better than knowing while at an event that you directly or indirectly were involved in every admission.”
INTIX has also provided Darren with invaluable professional development and networking opportunities. “[I get from INTIX] everything you should want as a professional — peer discussion, industry trends, community, friendships, opportunities, support, professionalism. [It is] hard to measure and just put into a few words,” he explains.
And Darren’s involvement goes far beyond attendance at the annual conference. He actively engages with INTIX’s resources, utilizing the organization as a platform for learning and collaboration. “INTIX helps me in a lot of ways — as a sounding board for new ideas or past experiences, technology questions, trainings, mentoring, professional ideas, and community, [and I am benefitting from] all of the above and more,” he says.
His leadership with the Mountain West Conference’s ticketing directors further enhances his perspective, though Darren acknowledges that the monthly Zoom calls he leads are primarily sports-focused. INTIX, on the other hand, broadens the discussion, incorporating insights from varied event and entertainment leaders.
Darren’s commitment to INTIX is evident in his leadership roles within the organization. Does he look to INTIX to learn about trends or develop relationships? “Absolutely,” he replies. “I always want to learn about efficiencies … and meet new people.”
The drive to grow and help others do the same has led Darren to serve on two INTIX committees, as well as lead the college athletics and co-lead the pro/college breakout sessions at several conferences. “INTIX is the place to listen and learn and participate and grow, all of that and more.”
While Darren’s professional life is deeply fulfilling, his true foundation lies in his relationships outside of work. His admiration for his mother Gretchen speaks volumes about the strength and perseverance that run in his family.
“I admire my mom the most,” he shares. “She just turned 83, and since my dad passed away [12 years ago], she has remained so strong and busy in her life.” His parents’ 48-year marriage left a lasting impression on him, and while the loss of his father was deeply felt, he takes comfort in seeing his mother continue to thrive, enjoying her children and grandchildren.
Darren’s connection to family extends beyond the present. He finds great pride in his Portuguese heritage and Hawaiian influence, reflecting fondly on his father’s birthplace and the generations before him who shaped his identity. “Anytime that I am in Oahu, I love taking the Pali Highway (61) and passing the Coelho Way street sign. [I] love the strong Portuguese island influence there. Even though I lost my dad in 2013, it still amazes me that he was born in Honolulu one month exactly before the attack on Pearl Harbor happened.”
Family has remained the cornerstone of Darren’s life, even through its most difficult chapters. The loss of his first spouse to cancer in 2017 was devastating, yet through an unexpected twist of fate, he found love again with Mariza, someone who had experienced a similar loss.
Mariza and Darren.
Darren and Mariza’s blended family has been a source of significant joy. His gratitude for this second chance at love is extremely evident in what he shared with us and in the 2017 story published by the support group that helped him and Mariza (scroll down to “Our Impact” to read more).
“Finding happiness after some life-changing events and moving forward [is my greatest achievement],” Darren shares. “I’ve found carrying the past forward [to be] important since it helped shape the future but hasn’t defined it. There are so many adventures and life experiences to still be had!”
Top row: Jack, Sean and Sami. Bottom row: Seth, Mariza, Darren and Maddie.
Among Darren’s greatest inspirations is his daughter, Maddie, who has special needs. “To see her achieve her high school graduation, and now through various means also be receiving job skills and life skills to help her, is so satisfying,” he says with pride. “My wife Mariza has also found special needs camps for her where she will head to the Santa Cruz Mountains or Yosemite for a long weekend, or a week or two in the summer, and take a trip to Disneyland with others ... She is a really important piece of our family and is such a blessing for us.”
Despite life’s ups and downs, Darren has always held a deep sense of purpose. What brings him the most joy or greatest meaning in life? “That I have been blessed with optimism in everything that I have been a part of,” he says. “There will always be challenges, and sometimes they come when you think you could be the most vulnerable, but with pain comes gain because of how you move forward and want to prosper. I never want(ed) to be in denial or a dark place, so finding happiness with love, spirituality, togetherness, camaraderie and family, that’s the best.”
Today, family remains the heart of Darren’s life, and while his career keeps him busy, he cherishes every opportunity to be with those he loves. “I love spending time with my wife and kids and our two dogs,” he says. “Working in college athletics takes a lot of time with events, so the time at home or on the golf course is definitely prized!”
Beyond his family, Darren has a deep appreciation for music, sports and live events, passions that have shaped much of his personal identity. A lifelong Rush fan, he greatly admires Geddy Lee, Alex Lifeson and Neil Peart and frequently finds inspiration in their musical works. His enthusiasm for music runs in the family, too, as his father-in-law Albert is a performer, and his son, Sean, is studying jazz and plays in a band. “Surrounded by a family of musicians ... I think having a bit more musical talent would be cool,” he admits. “We have a drum kit, and keeping time and rhythm on it hasn’t been my forte, more like just ripping beats and crashing cymbals once in a while!”
That love extends to live events and the buildings that host them. When asked about his favorite venue, Darren had plenty of experience to draw from. He has toured legendary sites like Fenway Park and the Hollywood Bowl during INTIX conferences and seen so many others with SJSU, playing UCLA at the Rose Bowl, Alabama at Bryant-Denny, Army at Michie Stadium, and Texas at DKR Memorial. But in the end, his choice is closer to home.
“Because of its 12,500-capacity size, Concord Pavilion might be my favorite because it has the best of what I like. [It is] an outside amphitheater that is not too big, [and being in close] proximity to where I live is all good, too.”
As for sports, Darren’s favorite moment as a fan dates back to 2002, when SJSU played at Ohio State in front of a huge crowd. “I could say Adele or seeing Rush inducted into the Rock & Roll Hall of Fame [was the best live event I’ve ever seen], but with my loyalty to San Jose State, I’ll say our game at Ohio State in 2002 might be my favorite. Ohio Stadium (The Horseshoe) is so iconic, and we were the homecoming game that year. The 104,000 people there still represent the largest crowd to ever see San Jose State play football.”
For Darren, humor is an essential part of his life’s journey, and this quality is what he admires most in a person. “I love a sense of humor,” he says. “I’ve been told by quite a few people that they like my quick wit, and I have found that smiling and laughing as much as possible is so healthy and fun.”
Mementos are fun for Darren, too, and while he has a Nolan Ryan rookie baseball card and a signed Muhammad Ali photo, his most treasured keepsake symbolizes perseverance and teamwork. “I think it’s my 2020 Mountain West Football Championship ring,” he says proudly. “There was so much involved in that around COVID — from having games with no fans to not having home games at all — to it all culminating in a championship after our team had to finish the regular season and play the championship game in Las Vegas, in front of no fans.”
Even with all he has accomplished, Darren remains reflective about the lessons life has taught him. If given the chance to go back in time, he would remind himself to “slow down and enjoy the journey while you can.”
He continues, “Don’t force yourself to be at everything, along with not being so afraid to delegate work and responsibilities to staff. My student staff have proven over the years that they want more responsibility and to maximize their event experience and contribution, so putting them in a position to succeed when I am not there has been so satisfying.”
And if he was granted three wishes today, what would they be? “The ability to experience being everywhere that I want to be at the same time — literally changing locations like channels on a remote. [Second,] to be able to commute to work and back in a Star Wars Landspeeder or an X-Wing Starfighter,” he says.
Darren’s ticketing peers will get a laugh out of what he calls a “tie” for his third wish. “To never knock over a stack of connected ticket stock and have to stack it again accordingly, or to have to take apart a ticket printer again to clear the dust or fix a paper jam!”
As he looks to the future, Darren remains unwavering in his appreciation for the life he has built. Is there anything he would want to add in closing? “Nothing more than I love what I do and who I represent while doing it,” he says. “And I love to laugh and show appreciation for everyone around me. People have a choice in who they talk to and how they talk to them, and who they’re around and how they act. I just love having the familial, spiritual and professional opportunities in my life and never taking any day for granted.”
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