No Super-Sizing Needed
March 23, 2013
Airline travel today presents a confusing array of frequent flyer and credit card loyalty programs: Premier Access; Silver, Gold or Platinum Elite; etc. They allow a traveler to check bags without cost, visit airline club rooms free of charge, and board planes ahead of the rest of the herd.
The problem is that the airlines have established so many levels of elitism that the result is a confusing, meaningless mess. Which reminds me of other efforts to distinguish good, better and best, especially in youth sports.
In basketball, ice hockey, soccer, volleyball and other youth sports there are now so many programs that promote themselves as more elite than others, and so many tournaments that advertise themselves to be above others in terms of status or the presence of college recruiters, that the efforts to distinguish themselves are not at all meaningful, and almost laughable if they were not fooling and fleecing so many children and parents.
In contrast, school sports is not engaged in the never-ending addiction to add layers of competitions and levels of championships. We are just fine with league, district, regional and statewide tournaments and trophies. We do not need national-scope tournaments and all-star events.
In school sports, the titles don’t need super-sizing, and the trophies don’t need to be taller than the participants.
Priming the Pump
November 28, 2014
Today and tomorrow bring an end to the MHSAA’s fall tournament season that, overall, experienced the worst weather I’ve witnessed in my 29 years of watching our fall events. We are grateful to those hearty fans who followed their favorites through wind, rain, ice and snow.
The MHSAA’s “bread and butter” is its season-ending tournaments. Try as we might to diversify our revenue, all our non-tournament revenue sources combined continue to account for less than 15¢ of every $1 the MHSAA generates. Sponsorships, broadcast rights fees and officials registration fees make a contribution to our enterprise; but the MHSAA operates without membership dues, fines and tournament entry fees.
That leaves gate receipts (ticket sales) as the largest (by far!) source of revenue; and it’s the football and basketball tournaments that pay the way for the many tournaments that the MHSAA operates at a financial loss (we call it an investment).
Because of this narrow flow of revenue, I asked a team of MHSAA staff to take a comprehensive look at the MHSAA’s marketing of its tournaments. Over a series of energetic meetings, these imaginative staff members have compiled a list of ideas to promote MHSAA tournaments by better using existing means and opening up new avenues to generate interest and increase spectator support.
The MHSAA Representative Council will soon vet and vote on a wide variety of ideas generated by our in-house task force. The objectives are a growing customer base enjoying an improved customer experience.