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.
“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.