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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.
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New Beginnings
August 30, 2016
The Michigan High School Athletic Association office experienced an unusual amount of mobility this summer:
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Gina Mazzolini retired after nearly a quarter-century on the MHSAA staff, with special attention to skiing, swimming & diving, tennis, volleyball, international students and interstate sanctioning.
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Andi Osters was promoted to assistant director.
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Dan Hutcheson joined the staff as assistant director.
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Jeremy Sampson joined the staff in a tournament promotion, ticketing and marketing capacity.
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We played musical chairs with offices: John Johnson, Andy Frushour, Andi Osters, Geoff Kimmerly, Kathy Westdorp and Cole Malatinsky all have a change of scenery or surroundings.
So we have some new faces, and some “old” faces in new places at the MHSAA office.
During all these transitions, I discovered I was less jealous of Gina’s retirement than I was of the new beginnings for Andi, Jeremy and Dan. Their new energy renews my own for so much that we hope to accomplish together in 2016-17.