Monday, February 17, 2014
Attendance challenges big deal for B1G
By Adam Rittenberg
The Big Ten's combination of big stadiums, big fan bases and big tradition has historically made football attendance a rather small issue.
America's two largest football venues -- Michigan Stadium and Beaver Stadium -- sit on Big Ten campuses, and three of the seven football stadiums with six-figure capacities are in the league (Ohio Stadium is the other). Michigan has led the nation in college football attendance for the past 15 years, and the Big Ten occupied three of the top five spots and seven of the top 23 spots in attendance average for the 2013 season.
The Big Ten in 2013 set records for total attendance (6,127,526) and attendance for league games (3,414,448), and ranked second behind the SEC in average attendance per game (70,431), a slight increase from 2012.
|Ohio State averaged 104,933 fans at its seven home games in 2013, which ranked No. 2 in that nation behind Michigan.|
So what's the B1G deal? Eight of the 12 league programs saw a decline in average attendance last season. Some have seen numbers drop for several years. Student-section attendance is a growing concern, and the Big Ten is tracking the troubling national attendance trends.
"We've been blessed because we haven't been hit with the significant drop-off that many other conferences and schools have experienced," Ohio State athletic director Gene Smith told ESPN.com. "However, we've seen it in certain games, or in not necessarily ticket sales but people actually coming to games.
"So we're concerned."
The league is taking a proactive approach, starting last season with the formation of a football game-day experience subcommittee, which Smith chairs. The committee in August announced that Big Ten schools would be allowed to show an unlimited number of replays on video boards at any speed. Schools previously could show one replay at no less than 75 percent of real-time speed.
The move drew positive reviews from fans and no major complaints from game officials.
"If people can see the replay at home on TV, you can't give them a lesser experience in the stands," Purdue athletic director Morgan Burke said.
A "more robust" replay approach is on the way for 2014, and Big Ten leaders are looking at other ways to bolster the stadium experience, which, as Burke noted, seems to have reached a tipping point with the couch experience.
Here are some areas of focus:
Cellular and Wi-Fi Connections
In August, the subcommittee encouraged each Big Ten school to explore full Wi-Fi in stadiums as well as Distributed Antenna System (DAS) coverage to enhance cell-phone functionality. A fan base immersed in smartphones, social media and staying connected demands it.
"Everybody realizes improvements have to be made," said Kerry Kenny, the Big Ten's liaison to the game-day experience subcommittee. "People want to be updated on other games. They want to go in there and take photos or Instagram videos or tweet. They want to be able to stay in touch with family and friends that aren’t there but are watching."
Penn State installed Wi-Fi throughout Beaver Stadium in 2012 but is the only Big Ten school to have complete access. Illinois athletic director Mike Thomas said he hopes to have total Wi-Fi in the school's football stadium by the fall, if not the 2015 season. Nebraska's regents last month approved a $12.3 million Wi-Fi project for its stadium, and Wisconsin hopes to have full stadium Wi-Fi this season.
Most schools are focused on boosting cell service, which is more feasible and widespread. Ohio State installed more than 200 antennas in Ohio Stadium to improve cell service. For complete Wi-Fi, it would need about 1,200 antennas.
"We don't know what the cost is, but we know it's somewhere north of seven figures," Smith said. "We're studying it, as are my colleagues in the Big Ten."
Student sections aren't nearly as full as they used to be on Saturdays, both in the Big Ten and in the nation. ADs are well aware of the downturn and have tried different approaches to boost attendance.
Michigan in 2013 implemented a general admission policy, hoping to get more students to show up early, but reviews weren't favorable. Minnesota provided a new student tailgating area and better ticket packages. Illinois held a clinic for international students, who have told Thomas they'd come to games if they knew more about football.
The technology component resonates for students. Michigan State athletic director Mark Hollis told CBSsports.com that many students didn't show up for a 2012 game against Iowa because they couldn't send text messages in the rain.
Even if Ohio State doesn't install complete Wi-Fi at The Shoe, it could do so for the student section.
"Our surveys show that less than 25 percent of the crowd actually uses their cellular device [during games]," Smith said, "but of that 25 percent, a supermajority are students. You want to be able to provide that access."
The days of public-address announcers listing scores from other games during timeouts are over. Schools want to give fans a broader view on Saturdays, whether it's putting live feeds of other games on video boards or replaying highlights shortly after they happen.
Everybody realizes improvements have to be made. People want to be updated on other games. They want to go in there and take photos or Instagram videos or tweet. They want to be able to stay in touch with family and friends that aren't there but are watching.
Kerry Kenny, the Big Ten's liaison to the game-day experience subcommittee, on Wi-Fi in stadiums.
"I was at a game at Purdue this year," Kenny said, "and they showed a highlight of a touchdown in the Wisconsin-Iowa game within a couple minutes of that touchdown being scored."
Added Thomas: "If you're watching ESPN or watching a game at home, those are the kinds of experiences you should give people in your venue."
Big Ten athletic directors and football coaches last week discussed having more locker-room video or behind-the-scenes content that can be shown only within the stadium.
"You're in an era where people want to know what's it like before the game, after the game," Burke said. "It humanizes us if people see that side, the highs and the lows."
Burke likens Purdue's sideline to a "Hollywood production," as the band director, a disc jockey and a show producer coordinate in-game music on headsets. Several schools post tweets from fans at games on video boards to create a more interactive experience.
Ticketing and timing
Last month, Penn State became the latest Big Ten school to adopt variable ticket pricing for single games, acknowledging, "We have been listening to our fans." Attendance has dropped 11.2 percent from 2007 to 2012, while frustration has grown with the Seat Transfer and Equity Plan (STEP) program.
Big Ten schools are getting more creative with ticket plans in response to attendance concerns. Northwestern last season implemented a modified "Dutch auction" system where a portion of tickets were sold based on adjusted price demand rather than set prices.
Purdue last fall introduced mobile ticket delivery, which allows fans to download tickets directly to their devices.
Kickoff times are another attendance indicator, as Big Ten schools located in the central time zone often struggle to fill the stands for 11 a.m. games. The Big Ten gradually has increased its number of prime-time games, and while Burke considers mid-afternoon games ideal, more night kickoffs likely are on the way, including those in early November.
Ohio State is in the process of installing permanent lights at Ohio Stadium.
"I'm a big fan of evening games," Thomas said.
As attendance becomes a bigger issue, the Big Ten and its members have surveyed fans about what they want at games. Wisconsin last fall established a 25-member fan advisory council, with two students. The school has received feedback about concessions, parking and whether fans would prefer digital programs rather than the traditional magazine-style ones.
"So much of it is when somebody comes to your venue," said Justin Doherty, Wisconsin's associate athletic director for external relations, "they have an experience that makes them want to come back."