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Who’s the Customer?
February 18, 2014
“If you ask your board, ‘who are your customers?’, you are likely to hear a lot of comments and no consensus.” That’s what I heard a speaker say to a group of association leaders last summer; and it has set me on a course of asking different groups this question: “Who is/are the MHSAA’s customers?” We allow respondents to allocate up to 100 points so they can give weight to their responses. Here’s what I’ve learned so far.
The board of directors of the Michigan Interscholastic Athletic Administrators Association (MIAAA) rated athletic directors as the top customer of the MHSAA (by a wide margin), followed in order by student-athletes, coaches and officials.
By an even wider margin, the MHSAA Student Advisory Council named student-athletes as the MHSAA’s top customer, followed by athletic directors and coaches tying for a distant second, and officials an even more distant fourth.
And the MHSAA’s governing body, the Representative Council, agreed that student-athletes are the top customer. Athletic directors were second, coaches third and officials fourth.
I suppose that when we ask audiences of coaches or officials or principals or others who they believe is or are the MHSAA’s customer(s), there will be some variation in the order of things. But I think we can already discern a comfortable pattern so far: everyone puts a premium on student-athletes. And that’s as it should be.
The MHSAA is unique among the state’s educational groups – we’re not an association of school boards only, or superintendents only, or principals only, or athletic directors or coaches or any other single group. We’re an association of schools, undertaking to represent all those groups and student-athletes themselves.
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“Tournacation”
February 9, 2018
Here is one of several gold nuggets from Tom Farrey, executive director of the Aspen Institute, in a piece commissioned by the British Broadcasting Company and published in late December.
A study by George Washington University found that what children wanted most from sport was the chance to play and to try their best, guided by a coach who respects them.
Of the 81 reasons they gave for why sports were fun, “winning” came 48th, “playing in tournaments” 63rd, and “traveling to new places to play” 73rd.
Children’s wishes, however, are not always put first, as parents compete to provide what they believe are the best opportunities.
In the U.S., for instance, there may be no better example of the state of play than the growth of the “tournacation,” a term merging “tournament” and “vacation.”
At one of the nation’s largest children’s football (soccer) tournaments, in rural New Jersey, a drone in flight is best positioned to see the scale of such an event.
Up there, you can see the 75 pristine pitches that will host more than 600 teams of children aged nine to 14, chasing shiny balls, in shiny uniforms.
The cars of thousands of parents mass at the playing fields’ edges.
A two-day event such as this is an opportunity for organizers to make serious money, in this case up to $1,250 per team.
That’s on top of travel and hotel costs of as much as $500 and the $3,000 or more many parents pay each year to their child’s club.
It is an industry built on the wallets of parents, and the chase for opportunities to play in college, perhaps with a scholarship.
What the drone can’t see is how many other children – those who aren’t early bloomers, or whose families don’t have the funds, or time, to take part – have fallen away from the game.
They are often unable to join the best teams, which have the best coaches, training environments, and access to college scouts.
Football (soccer) has declined among those left behind, with fewer children joining either local teams, or playing informal games in the park.
Since 2011, the number of six- to 17-year-olds who play football (soccer) regularly has fallen nine percent to 4.2 million, according to the Sports and Fitness Industry Association.
The number of children who touch a football (soccer ball) at least once a year, in any setting, was down 15 percent.
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