Marketing Through Middle Schools
October 8, 2013
Often, when I’m not sure that a big change in a policy or procedure of the Michigan High School Athletic Association would be good or bad for school sports in Michigan, I ask myself: “If we were creating the MHSAA for the first time today, would we do this? Would this change be what we do today?”
Applying this question to the subject of 6th-graders, I believe we would create an association and develop rules that would engage 6th-graders and serve them. Sixth-graders would not be orphans, but a part of the MHSAA, just as they are a part of most of our member school 7th- and 8th-grade buildings.
Young people are starting sports much younger today than 100 years ago when the MHSAA was created, or 50 years ago when the MHSAA was incorporated. If the MHSAA were created today to serve any students before 9th grade, I’m certain it would not leave out 6th-graders who are walking the same halls with 7th- and 8th-graders, and who have been playing competitive sports almost since the first day they starting walking at all.
Furthermore, I’m one of many with this opinion: the most important thing we can do to enhance high school sports is to grow junior high/middle school sports programs.
The earlier we disconnect young people from non-school sports and engage them in school-sponsored sports, the better our chances are of keeping high school athletic programs healthy, and the better our prospects are of keeping both participation rates and conduct standards high.
School sports is in competition for hearts and minds of young people. Our competition includes movies, jobs, cars, video games, boyfriends and girlfriends and club sports . . . especially club sports.
School sports needs to market itself better, and part of better is to be available earlier – much sooner in the lives of youth.
More contests at the junior high/middle school level and more opportunities for 6th-graders should be parts of our marketing strategies on behalf of educational athletics generally.
Vern Norris
February 20, 2018
For more than two decades, I’ve kept a photograph of Vern Norris on my office desk. I’ve intended this to be a daily reminder that much of what we are able to do now is due at least in part to people who have come before us.
Vern died recently at the age of 89, nearly 32 years after his retirement, having served on the MHSAA staff for 23 years, including as executive director from 1978 to 1986. He had been in declining health during the past year, but not declining spirit. Many people remember Vern as one who would be willing to help almost anyone at any time.
When, in Kansas City, I read his retirement announcement early in 1986, I sent him a congratulatory note. He responded with a personal call during which he asked of my interest in the job. Given my situation at the time – not on staff, not in the state and not in a school or sports administration – this seemed like a wild pitch. But he encouraged me to think about it and, well, the rest is history.
When I leave this job that I have now held and mostly loved for nearly 32 years so far, I intend to follow Vern’s lead. His was a most graceful exit. We spent only five days together in the MHSAA office; and while his advice since then has been rare, his support has always been well done.
I will miss seeing him at this winter’s tournaments and at the Officials Banquet May 5, an event that he began in his first year as MHSAA executive director, an event where we will honor another of Michigan’s officiating leaders with the “Vern L. Norris Award.”