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.
Coach Connection
April 21, 2017
It has been a record-setting year for the Coaches Advancement Program (CAP) of the Michigan High School Athletic Association, the interactive and face-to-face, eight-level coaches education program which the MHSAA delivers “anytime, anywhere” across the state and in conjunction with several Michigan colleges and universities.
With 20 more sessions still to occur, attendance has already exceeded the previous high of 2,055 course completions in 2013-14. By the end of this school year, individuals will have completed more than 25,000 CAP units since the 2004-05 school year.
MHSAA Assistant Director Kathy Westdorp is the energy behind this program. She’s an educator at heart and she lights up when welcoming coaches to CAP sessions. A growing cadre of presenters deliver CAP under her watchful eye.
It could have been easier had the MHSAA outsourced coaches education to an online provider; but too much would have been missed. Newer coaches would not have benefited from connecting with more seasoned coaches during group discussions; and the MHSAA would have missed this week-after-week connection with coaches of all sports in all parts of Michigan.
The thousands of dollars and hours that the MHSAA devotes to CAP demonstrates this organization’s belief that nothing – absolutely nothing – is more important in the process of educational athletics than the quality of the coach-athlete connection.