Dan Underberg, MS

Experiences. Hospitality. Education. Sports Business. Milwaukee-proud. Building moments people remember.

Milwaukee, Wisconsin, United States

About

I have leveraged more than 25 years in marketing, higher ed, sports business, hospitality and entrepreneurism to develop skills in strategy, guest engagement, and active learning experiences aligned consumer demands and market trends. I bring a pragmatic, people-first approach to leadership, collaboration, and growth. My background spans hospitality operations, food & beverage, event production, marketing, sponsorship, sports business, education and client services, with a consistent focus on building scalable experiential programs, managing cross-functional teams, and delivering high-impact experiences. I have worked to bridge education and industry—developing live events, workforce forums, and capstone collaborations that produce immediate, real-world value for organizations while preparing future leaders. In addition to serving as the chair of the city of Wauwatosa’s Tourism Commission, I remain active in higher ed as an adjunct instructor in sport and hospitality business. I also enjoy my time in local media as a co-host on "College Sports Weekly," found Saturday mornings on 105.7 FM / AM 1250 The Fan (Wisconsin Sports Network/Audacy). I’m known for relationship-driven leadership, operational execution, excellence in teaching, and the ability to translate strategic vision into results.

Experience

  • Vice President - Experience, Harley-Davidson Campus at Central Standard Craft Distillery
    Jan 2026 - Present · 6 mos

  • Commissioner at City of Wauwatosa - Tourism Commission
    Jul 2023 - Present · 3 yrs

  • Program Director and Chair: Sport and Entertainment Business / Hospitality and Event Management at Concordia University Wisconsin and Ann Arbor
    May 2017 - Jan 2026 · 8 yrs 9 mos

  • Co-host at The Journey House College Sports Show Presented by WaterStone Bank and Sponsored by Sewer Ninjas
    Nov 2012 - Jan 2026 · 13 yrs 3 mos

    The College Sports Show with Don Wojczulis (Don's Brainchild), and produced by the Polish Pipe-bomb Jeff Orloski, is a weekly show focused on Wisconsin's college football and basketball teams (JUCO - NCAA D1), as well as our take on national news and stories regarding football and basketball. While major D1 programs like Marquette, UWM and Wisconsin are discussed, the intent of the show is to raise awareness and talk about the events related to lesser-known local men's and women's basketball and football programs in NCAA D2, D3 and NAIA. Coaches are interviewed, games are reviewed and broken down, and coaches/administrators/etc. are interviewed. The show is for the true college basketball and football fan of all levels that just can't get enough of the games. The show runs - well, we never know exactly when it will run from year to year - on 97.3 FM The Game (radio home of the Wisconsin Badgers, Green Bay Packers and Milwaukee Admirals).

  • Partner at GDG Sport and Hospitality Group, LLC
    Mar 2023 - Mar 2024 · 1 yr 1 mo

    Based in Ozaukee County, GDG Sport and Hospitality Group combines the expertise and resources of its partners with the purpose of ensuring efficient and profitable concessionaire operations that benefit both golf courses, golfers and guests, Ozaukee County, and its residents. GDG’s partners offer more nearly 100 years of combined experience in sport and hospitality business related to golf operations and management, food and beverage operations and management, event operations and management, marketing and public relations, entrepreneurism, and higher education.