Dan DeRose
Born (1962-01-25) January 25, 1962 (age 58)
Daniel Eugene "Dan" DeRose (born January 25, 1962) is a businessperson from Pueblo, Colorado. He is a member of the DeRose family. He owned the business DD Marketing,[1] a business which negotiated soft drink contracts for schools. He was previously a college football player and athletic director for the Colorado State University-Pueblo (previously University of Southern Colorado). He had also played for the New York Giants in 1987 in a strike-breaking team. He also was one of the principal owners of Small Smiles Dental Centers.[1]


DeRose attended East High School in Pueblo, Colorado and played American football there.[2] DeRose attended the University of Southern Colorado (USC), now known as the Colorado State University-Pueblo (CSU-Pueblo). He received a bachelor of science degree in business management in 1984 and received a Master of Business Administration in 1985.[3]

In the early 1980s DeRose served as a linebacker for USC.[4] He also served as an athletic director for the university.[5] By 1994 DeRose re-established the school's baseball program and had a new stadium complex built for baseball. Baseball had been previously ended in 1984 due to budget cuts.[6] DeRose was also the owner, founder, and head coach of the Pueblo Crusaders, a Minor League Football System team.[7] He served as the middle linebacker of the team. DeRose and Ed Watkins, who became the president of the league, met in late 1986, establishing the league. He also was the defensive captain of the 1987 New York Giants strike replacement team.[8] He also tried out as a free agent for the Denver Broncos and has made attempts to re-establish the American football team of CSU-Pueblo.[2]

Under DD Marketing, DeRose negotiated exclusive soft drink contracts with U.S. school districts. DeRose's business model was against the previous system of soft drink manufacturers making low bids for exclusive soft drink contracts; school districts did not have the time or inclination to pursue alternatives to the low bids and had accepted the low bids. Under DeRose, school districts were able to get more lucrative contracts. In 1998 DeRose said that he negotiated such contracts for 63 school districts. DD Marketing marketed "Zap Me," a program that places computers in schools. The computers installed by the program included advertisements seen in corners of the computer screens.[9] DeRose expressed favor for placing advertisements in schools, saying that if there are no advertisements in schools, "it doesn't give our young people an accurate picture of our society."[9] DeRose argued that it was not his role to tell schools to accept advertising.[10] Andrew Hagelshaw, the senior program director of the Center for Commercial Free Public Education, said that DeRose "really illustrates the worst aspects of commercialism in schools" and that he was "making millions of dollars off commercializing public schools, and he is not taking into account any of the negatives."[9] Constance L. Hays of The New York Times said that "Several critics compare Mr. De Rose to the title character in The Music Man, the musical about a small town falling for a charlatan's pitch."[9]

Dan DeRose was one of the owners of Small Smiles Dental Centers. According to his brother,[1] Michael DeRose, Dan DeRose provided some management and marketing services for the company.[11] In 2006 the owners of Small Smiles, including Dan DeRose, sold the company. DD Marketing was not a part of the sale.[1] In 2007 Dan DeRose announced that he was going to give a gift to CSU-Pueblo's American football team. It was the largest gift in the school's history.[12] In 2007, at the Sangre de Cristo Arts and Conference Center, Dan DeRose received Charles W. Crew Business Leader of the Year award from the Pueblo Chamber of Commerce.[2] In 2010, the Sons of Italy awarded DeRose, an Italian American, with the Golden Lion Award for his work with CSU-Pueblo and the Pueblo, Colorado community.[13] In 2012, he was elected as the chairperson of the board of trustees of CSU-Pueblo.[3]


  • DeRose, Dan. "Business, schools both win." (Op-ed) USA Today. March 27, 1998. p. 12A.


  1. 1.0 1.1 1.2 1.3 "Pueblo-based dental clinic management company sold." Pueblo Chieftain. October 6, 2006. Retrieved on May 15, 2013. "The principal owners were Dr. Edward DeRose and his sons, Dan DeRose and Dr. Michael DeRose;[...]" and "Dan DeRose is a well-known Pueblo businessman who owns DD Marketing, which was not part of the sale, which took place on Oct. 2." - Available at HighBeam Research, and at ProQuest (ProQuest document ID: 459741602, publication stated as "McClatchy - Tribune Business News").
  2. 2.0 2.1 2.2 Amos, James. "Business awards announced: Gagliano's Italian Market, Dan DeRose are honored by Pueblo Chamber of Commerce." McClatchy - Tribune Business News. April 20, 2007. Available on ProQuest, Document ID 459373999. "Dan DeRose was named the chamber's Charles W. Crew Business Leader of the Year at Thursday's ceremony. Slyhoff recounted DeRose's football past, which started with playing at East High School, then the University of Colorado, Southern Colorado University, the Pueblo Crusaders (which he started), the Denver Broncos (trying out as a free agent), a replacement player with the New York Giants and currently attempting to bring football back to Colorado State University at Pueblo."
  3. 3.0 3.1 "Colorado State University - Pueblo Foundation Trustees elected Dan DeRose as Chairman of the Board." (Script error) Colorado State University-Pueblo. June 17, 2012. Retrieved on May 15, 2013.
  4. Saccomano, Jim (employee of the Denver Broncos). "DeRose Creates His Own Legacy." (Script error) Denver Broncos. June 15, 2010. Retrieved on May 15, 2013.
  5. Cervi, Joe E. "FOOTBALL:101: Former player finds new focus as coach, student." McClatchy - Tribune Business News. October 3, 2008. Available on ProQuest, Document ID 455497707. "Led by Dan DeRose, a former player and one-time athletic director, the prospects of college football returning were greater than ever."
  6. Berge, Torin. "Revival big hit at USC." Denver Post. Saturday April 16, 1994. Saturday 1st Edition. Sports p. D-02. Retrieved on May 15, 2013. Available at LexisNexis. "Budget cuts forced Southern Colorado to drop its program in 1984. Athletic director Dan DeRose not only brought back baseball but put the team in a new 50-acre, $ 2 million complex that includes Rawlings Field for baseball, a soccer field, a 500-car parking lot and a three-field softball complex. The softball and baseball fields have lights."
  7. "Spirit hopes to earn respect with victory Showdown with Crusaders adds fuel to rivalry between cities." The Colorado Springs Gazette. August 27, 1989. Retrieved on May 15, 2013. "Dan DeRose is the Crusaders' owner, founder, head coach and[...]"
  8. Ravo, Nick. "Football's Minors Try To Survive First Year." The New York Times. September 27, 1989. Retrieved on May 15, 2013. "[...]said Dan DeRose, the owner, coach and middle linebacker of the third-place Pueblo Crusaders of Colorado and the defensive captain of the New York Giants replacement team during the 1987 N.F.L. strike." and "The league was organized late last year after a meeting between DeRose and Watkins,[...]"
  9. 9.0 9.1 9.2 9.3 Hays, Constance L. "Today's Lesson: Soda Rights; Consultant Helps Schools Sell Themselves to Vendors." The New York Times. May 21, 1999. Retrieved on May 15, 2013.
  10. "Schools turn to advertisers to ease squeeze." Associated Press at the Albany Herald. Sunday July 19, 1998. p. 8B. Retrieved from Google News (9 of 62) on May 15, 2013.
  11. Vogrin, Cary Leider. "Dynasty plants roots in 8 states." The Colorado Springs Gazette. May 9, 2004. Retrieved on October 1, 2012. Available at HighBeam Research here.
  12. Perez, Gayle. "DeRose announces sports gift for CSU-Pueblo." McClatchy - Tribune Business News. May 2, 2007. Available on ProQuest, document ID 464225988.
  13. Malone, Patrick. "DeRose feted for efforts to revive football." (Script error) The Pueblo Chieftain. Monday June 14, 2010. Retrieved on May 15, 2013.

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