Logo

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.

Patience

January 20, 2015

I found it amazing that an important "test" match in cricket last month between India and Australia was scheduled for three days but could last five days, or might end after two. This flexible scheduling is just part of the game.

On one day of that match, Australia was able to bat all morning, declare a lunch break, and then keep batting most of the afternoon before India ever had an opportunity to go on offense. When they finally did, India was already behind 400 and something to zero.

It was equally intriguing to watch the fastest two of the 117 yachts entered in the 70th Sydney to Hobart Yacht Race finish the more than 628-nautical mile course within 48 minutes of each other, but 11 hours before the third place yacht. And, two days before the last of the 103 finishers. 

I decided that Australian sports fans must have a different definition of drama, a lot more patience for events of long duration, and much more tolerance for events of indefinite length than we do in the USA. Perhaps it is in the DNA of Australians to be patient ... for they are certainly among the most polite populations I've encountered.

Perhaps all of this is inherent in the character of a country that is almost as large as the USA’s first 48 states but has only seven percent of the USA’s population. In fact, China's population increases each year by more people than the total population of Australia ... which may have something to do with 36 people being killed during a human stampede in Shanghai this past New Year’s Eve.