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.
Continuing Education
February 17, 2012
Eight MHSAA staff devoted an entire Friday late last month to discussions with a visitor from another statewide high school association. The focus was on what that association was doing, how and why in the areas of electronic media, marketing, merchandising and branding and the dozens of sub-topics these categories spawned.
Two weeks earlier, five MHSAA staff joined staff of ten other similar associations for two days of meetings in Chicago. There was sharing on topics ranging from student leadership programs to information technology.
A few days before that, I joined my counterparts from 45 other states for discussions of a variety of topics important to school sports in general or the administration of our serving organizations. I amassed 13 pages of notes from comments made by speakers and colleagues over three days.
Meanwhile, the MHSAA office hosted 12 MHSAA committee meetings during January. Each committee focused on a particular sport, or on a specific topic that affects all sports. Their recommendations will be vetted this spring and considered by the Representative Council by May.
Ideally, every month presents opportunities for us to learn, but last month provided a particularly broad and deep curriculum.