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Story Power

January 12, 2015

I spend time every day surfing the MHSAA’s family of websites – MHSAA.com, Second Half and MHSAA.tv. My counterpart in another state was astounded that I do this, and incredulous that I could find the time to do this. But it makes perfect sense to me.

More people visit our websites on a typical day than visit our office in East Lansing during an entire year. We have more visitors to our websites during a typical month than attend all of our postseason tournaments combined during a typical year.

We have more opportunity to make first impressions through electronic entry than tournament turnstiles; and for the large majority of people who make contact with the MHSAA, electronic media may provide the only impression they will ever get of the MHSAA.

This is why we have styled the MHSAA’s websites in a manner that is visually pleasing and easy to navigate on both desktop and mobile devices. And this is why we have stuffed these websites not only with schedules, scores and stats but also with stories; and it’s why the stories are presented in text, audio, pictures and video streaming.

We know that those who share the stories of school sports most effectively will shape the message of school sports most persuasively.

Our job is not merely regulation of school sports, but communication about school sports – not merely event management, but content management – managing the message and meaning of school-sponsored sports.

“Just A Spectator”

July 6, 2016

I have often employed one of two strategies for my attendance at MHSAA tournaments.

The one I have used least frequently is to stand where spectators enter and welcome them or, after the events, position myself at exits and thank spectators for attending. I’m an introvert, so this doesn’t come naturally and I don’t do this often, even though I’m gratified by receiving a “Thank You” from nearly every spectator who responds.

The strategy I have used more often is to be “just a spectator” – to stand in line to purchase a ticket, find my unreserved seat and listen to the people around me – folks I don’t know and who don’t know me. I’m more comfortable with this anonymous undercover approach, and I tend to learn more.

I learn that there is a general appreciation for the differences between school-sponsored sports and sports on all other levels by all other sponsors.

The spectators appreciate the inexpensive admission prices, but they complain about the cost of concessions at the college and professional venues in comparison to the school venues which host MHSAA tournaments.

I see that, generally, girls compete with more obvious joy than boys. I see that injuries are few; but, when they occur, they are taken seriously and attended to professionally. I see that the players exhibit better sportsmanship than anyone else at the venue.

The spectators expect and generally accept that mistakes will be made – by players, coaches and officials. They are hardest on officials; but many parents are hard on players, coaches and officials alike. I find this the most discouraging aspect of attending high school athletic events, which otherwise re-energizes me for the MHSAA’s work.

And I see that the MHSAA has much work to do, and that our work of the past several years to enhance the spectator experience is important, and that our work is far from finished – not just at our most high profile finals, but also (maybe especially) at lower profile championships and earlier round tournaments of many sports. This is a priority for which the MHSAA is getting more help in 2016-17 – engaging professional expertise to enhance our amateur events.