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.
More is Not Better
September 30, 2016
Michigan is generally considered the first state to conduct high school sports tournaments in different classifications based on the enrollment of participating schools, but the Michigan High School Athletic Association may be the last statewide high school organization you will ever hear say "More is better" when it comes to tournament classification. In fact, the MHSAA argues against the classification expansion virus that infects many other states.
While still far from the "Everyone gets a ribbon" philosophy of some youth sports programs, the number of classifications is increasing and the number of schools in each classification is decreasing in the state tournament structures of many states.
While media will opine that increasing classifications waters down the tournament, our arguments are more practical. For example, the more classifications a tournament has, the greater the distance teams must travel for early round games, which is expensive and time consuming for teams and fans alike.
While some people believe more classifications might enhance their favorite team's opportunity to taste success in tournament play, reducing the number of teams in each classification actually leads to more repeat champions, which reduces rather than increases tournament excitement and attendance.
The more classifications there are, the harder it is to find a single venue to host the finals of all the divisions and the less likely that all divisions will enjoy the same services and support. Media are spread thinner, leading to less coverage of tournaments. Audio and video networks find it impossible to cover multiple venues adequately.
The most efficient and economical tournament is a single-class format. Nevertheless, a format that serves a membership where some schools are 100 times larger than others requires separate classifications. But there is a point of very diminished benefits.