Fresno Falcons Welcome Enrique Atanacio Vasquez as Director of Merchandising

Enrique Atanacio Vasquez has been appointed Director of Merchandising for the Fresno Falcons, guiding the franchise’s retail relaunch as professional hockey returns to the Valley in 2026. A lifelong Fresnan and bilingual communicator, Vasquez brings more than ten years of experience across sports business, customer experience, and front‑office operations. Vasquez previously supported game‑day retail, ticketing, and fan engagement with the Fresno Grizzlies (MiLB) and Fresno Football Club (USL Championship), where he managed staffing, inventory, cash controls, and event promotions serving crowds from thousands of fans. He also led outreach and retention initiatives at Full Circle Brewing Company and strengthened his operational discipline in public service with Fresno County and in healthcare customer service at Byram Healthcare. Across roles, he has been recognized for building local partnerships, developing clean processes, and delivering dependable, fan‑first results. As Director of Merchandising, Vasquez will manage the team store, three concourse locations, and the club’s online shop. His priorities include launching a locally produced assortment that celebrates Fresno’s hockey heritage, establishing community collaborations, and creating limited‑edition drops and theme‑night collections that elevate the game‑day experience. Vasquez studied at Fresno Pacific University and is proud to serve the community where he grew up. He lives in Fresno and is passionate about bringing fresh energy to the Falcons brand and connecting fans across the Central Valley through memorable merchandise and service.