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.
BOTF x 2
April 5, 2013
“Battle of the Fans,” an idea of the MHSAA Student Advisory Council, is one of the best ideas to ever flow from the MHSAA. It has provided a new way of promoting one of the oldest, and most important, defining features of school sports. That’s sportsmanship.
Where schools have participated in BOTF, attending school sports events is becoming cool again. Crowds are larger and more positive. Students and administrators are having positive discussions about sportsmanship. Media are reporting on the positive changes they are seeing.
Take a look on MHSAA.com at the videos submitted by 27 schools this year to enter the second BOTF competition. Look at the videos prepared for the five finalists after the MHSAA’s onsite visit.
Spectator stands are filled with students – happy, engaged, energetic, cheering students. Exactly what we want in school sports; exactly what is missing from other youth sports programs.
It’s our advantage – energized students, cheerleaders, pep bands, marching bands and mascots. It’s what we have and what the AAU doesn’t have; what US Soccer Development Academies don’t have; what club volleyball lacks and what travel ice hockey is missing.
Using YouTube and Facebook, BOTF is a new way to present and an energetic way to promote school sports that is local, student-centered, high spirited and highly sportsmanlike.
Congratulations to our two winners so far – Frankenmuth in 2012 and Buchanan in 2013.