This research explores the challenges of developing a ticket sales force within a collegiate athletic department by investigating the difficulties one BCS college faced over the course of a decade amidst the implementation and management of a ticket sales force. The athletic department at the University of Miami was the first of its kind to establish a ticket sales force similar to that of professional sports organizations in that it would constitute its own directors and management team within the department. Like many metropolitan universities, the University of Miami athletic department faced challenging marketing conditions. Its locale offered unique marketing and sales opportunities for the athletic department to better leverage the visibility of their athletic programs and increase the overall attendance at university sporting events. Using qualitative collection methods and coding analysis techniques, this research explores the methods used by the University of Miami athletic department to increase ticket sales revenue from the time a ticket sales force was established to the time of its demise. Propositions regarding the successful implementation and management of ticket sales operations within college athletic departments are provided to help guide future research in the area of sport ticket sales and collegiate athletics. Though generalizing how athletic departments function can be difficult, the authors believe the findings of this research provide a useful framework for further research into this line of inquiry. Practical implications as well as avenues for potential research are also forwarded.