FHL Network Network
Federal Hockey League: Danbury Whalers

Front Office

Alan Friedman - President & CFO


Brooklyn born (Canarsie) business owner and Sherman Connecticut resident, Alan Friedman is in his second venture in professional hockey. Alan owned the 2008-09 EPHL regular season champion Brooklyn Aces which set merchandise and sponsorship high marks for the league last year. The Aces also brought in former NHL players Nick Fotiu and Ron Duguay for promotions which received national publicity and media coverage throughout North America. In addition, Alan contracted the Howard Stern Show Staff members to play in an exhibition game.

In reviewing his ownership options, Alan has made the commitment to Danbury because of the passion and dedication of the fans, calling this the #1 market in minor league hockey.

Alan's duties also include sales to go along with his day to day running of the behind the scenes team operations along side with Herm.

Alan is a charitable supporter of the New York City PBA and FDNY and has been actively involved in the philanthropic events of Danbury.

A private industry businessman, Alan has owned Greenpoint Scrap Metal for over 20 years. Alan is an avid hockey player, and works on the staff for the New York Mets fantasy camp every year.

Alan's pride and joy are his children Alyssa and Michael, along with Gianna and C.J., you can find Alan in the stands along side his wife Debra at Whaler games.


Herm Sorcher - CEO & Managing Partner

Email: hsorcher@thedanburywhalers.com

Phone: 973-713-7547

A 25-year sports marketing executive, Herm began his professional career in September of 1989 with the Hartford Whalers.  

Herm has spent 17 seasons in Minor League Baseball with the New Britain Red Sox (Eastern League), Beloit Brewers (Midwest League), New Jersey Cardinals (NY-Penn League), and Floyd Hall Enterprises/Sussex Skyhawks/New Jersey Jackals (Can Am League).  The 2008-09  year was a return to hockey as the Vice President of Sales & Marketing for the Eastern Professional Hockey League.

In his career, he has contracted over 5M in sports sponsorship including agreements with 75 Fortune 500 Companies and 30 in the top 100. 

In the FHL's inaugural season, Herm was named the league's Founders Award Winner.  In addition the Danbury News Times put Herm in the top Movers & Shakers for the Danbury 2011 and named the Danbury Whalers as one of the top 10 stories of 2010.

Herm grew up in Freehold, New Jersey, attended the University of Hartford, and currently resides in Brookfield, Connecticut with his two children Sami, & Max.

Jed Wilson | Sr. Vice President of Sales and Marketing

Email: jwilson@thedanburywhalers.com

 Phone: 203-570-7952

Jed is a New Jersey native who grew up in North Brunswick. He graduated from the “Gator Nation” University of Florida with a Bachelor of Arts. He earned his Masters in History at Western Connecticut State University.

Jed spent nine years as a middle school social studies teacher, earning the Teacher of the Year Award in 2002. As a certified professional tennis instructor, he coached the New Fairfield varsity tennis team before transitioning into the corporate world of sales. Working for the Xerox Corporation, he was responsible for large accounts such as ING, Brooks Brothers and United Health Care.

Jed met Herm Sorcher at a networking event a few months before the Danbury Whalers' first season and knew right away he wanted to help make the team successful. On a part time basis over the next two seasons, Jed got to work bringing in new and exciting sponsors, securing housing for the players and setting up team building events.
Seeing his passion, he was asked to come on board full time as the Director of Sales and Marketing.

“My goal is to help make the Whaler game experience the best possible for our fans and sponsors while having fun doing it!”

I am open to all new and creative ideas to meet this goal! Please contact me by email to share your thoughts. Go Whalers!!!

Tricia Coe - Vice President of Sales & Operations


Email: tcoe@thedanburywhalers.com

Phone: 203-648-8585

Tricia Coe enters her 5th season in the Danbury Whalers organization and her first as Vice President of Sales & Operations.


Originally from Farmington, Connecticut, Tricia attended the University of Connecticut where she graduated with a degree in Business Administration.  Tricia also graduated from the Connecticut School of Finance and Management, sponsored by the CT Bankers Association.


Tricia was introduced to hockey at a young age as her family had season ticket holders for the New England and Hartford Whalers. Continuing the family tradition, the Coe’s have four Danbury Whalers season tickets in section 103.


Tricia is currently Co-President of the Danbury Citywide PTO, Tricia’s primary responsibility is handling the organizations fundraising program.


When asked about how she went from a front row seat to a seat in the front office, Tricia commented, “I got involved with the program that we started with the King Street Schools and it just took off from there.  As I saw what a positive effect it was at one school, I said why stop there.  The players coming to the schools, making appearances, and talking to the kids was amazing.  Then to follow that up with the game where the funds raised went for enrichment programs – I thought, I can do this to help a lot of other organizations so I reached out.” 


Tricia resides in Danbury with her husband Gary and sons, Cameron & Colin


Mike Mariano - Director of Sales

Mike Mariano Jr. begins his first year with The Danbury Whalers and Full Count Marketing, LLC and 8th year in the sports industry.  


Prior to joining The Whalers and Full Count Marketing, LLC, Mr. Mariano spent seasons in both Minor League Baseball and Minor League Hockey.  Stints in hockey have seen Mr. Mariano in the ECHL and CHL. While in the ECHL, Mr. Mariano helped grow the Florida Everblades and Germain Arena to a 38% annual growth in tickets and corporate sponsorships.  Mr. Mariano has had a wealth of success while in the CHL with a stint in Laredo with the Bucks and two campaigns with the 2010 Ray Miron Cup winning Bossier-Shreveport Mudbugs.  With terms in Bossier-Shreveport, the club saw an overall revenue increase of 46% and an average nightly group cap of just shy of 1000 tickets sold under Mariano.


Mr. Mariano also has seen success in Minor League baseball working in both the Midwest League and Eastern League.  Mike spent the better part of two seasons with the Midwest League’s Bowling Green Hot Rods.  Recruited by John Willi and DSF Sports from Laredo, Mr. Mariano rose quickly to Director of Ticket Sales and helped the Hot Rods increase their ticket sales 17% over the past season and then to 30% while improving the overall sales environment with the club. Mr. Mariano saw over 4,500 group tickets sold in a three month span and nearly $440,000.00 in overall ticket revenue in his last season in Bowling Green, KY.


A native of Berlin CT., Mr. Mariano began his career in sports with the New Britain Rock Cats of the Eastern league upon graduating from the University of Connecticut in 2006, after several seasons playing hockey at the Junior and Semi-Pro level.


Mary DiNardo - Assistant Director of Marketing

Email: mdinardo@thedanburywhalers.com

Phone: 914-557-0516


Mary DiNardo, joins the Danbury Whalers for her first season.  Born and raised in the Bronx, New York, Mary comes from a large family of boys so she understands what sports had meant in her household growing up as a child. 

Mary brings with her more than 20+ years in sales, marketing and promotional events.  She is skilled and knowledgeable at building strong relationships with local and regional business and understands the importance of strategic alliances.

Mary’s background is diverse from owning a boutique advertising agency, working with business in helping them increase brand awareness and market share using Radio, TV, PR and Online Marketing.  She has spent 15 years in the radio industry as a sales executive utilizing the power of radio to help businesses promote their products/services as well as coordinate promotional events and opportunities.  Mary’s background also includes ten years working in the corporate environment as a Sales Executive working for Big Blue (IBM) managing a $1M account portfolio.

Mary is a true professional and will bring much value, knowledge and expertise to the Danbury Whalers organization. We are delighted to have her onboard and a part of our team.

Keith Lombard - Assistant General Manager


Originally from Monroe, Connecticut, Keith begins his 5th season with the Whalers.  Keith's focus is on the fan experience.


Known around the Danbury Ice Arena as “Lucky Dog”, Keith acquired that nickname as during the summer months as he is the owner & operator of Lucky Dog Hot Dogs in Naugatuck.


One of the most fascinating stories of the inaugural season, Lucky came to the Whalers as a fan on Opening Night - 10/29/10.  Looking forward to seeing one of his favorite’s in action, (Danbury Whalers #22 Mike Vallely) Lucky purchased an Opening Night ticket and came to be a part of the crowd.  By the end of the night he decided, he wanted to be a part of the excitement, and approached the organization about volunteering his services.


As they say, the rest is history, and the Danbury Whalers organization is much better for it.


Danbury Whalers, CEO Herm Sorcher commented, "Lucky is one of the most amazing most positive individuals I have ever met.  The guy walks into a room and I immediately smile - anyone like that we need in this organization."


Looking for the highlights of Lucky's hockey career?  He was the idea and design man behind the Beedle Mania shirt for #8 Lynn Beedle, he developed the Send a Fan to the Stanley Cup Trip, and he has spent countless hours researching hockey databases for the hockey operations department.


If you've got an idea or promotion - contact Keith, he can be reached at klombard@thedanburywhalers.com



Miléd Correa Salheb - Official Pointstreak Live Scorer