That's crazy talk, you'd say. Look at the stats. For a number of years, the NCAAs have been a sellout, with 100,000 or more fans total for all six sessions of the tournament, making it one of the best-attended events of all NCAA sports championships. In fact, the 2015 NCAA D1s set an all-time record high in terms of attendance, with 113,013 total attendees at the Scottrade Center in St. Louis.
Fans from Cornell University, as well as heckler Robin Ficker, take in the NCAAs (Photo/Mark Beshey, The Guillotine)How would you describe the typical fan at the NCAA D1 mat championships? You may have pictured a middle-age (or older) man, with gray hair ... or little hair at all. You might have assumed that "typical fan" was a former wrestler; you may have pegged him to be old enough to remember wearing tights with his singlet ... or, in many cases, of an age to remember wrestling without a shirt, or headgear, on a mat that was anything but a foam-core construction with a bonded vinyl surface, often referred to by those in the wrestling world by the brand name Resilite.
These fans have the time and financial wherewithal to attend the NCAAs in person. But, sadly, they won't be around forever. And ... then what? Is there a new set of fans in training, waiting to take their seats at, say, the 2025 or 2035 NCAAs? Or will the event go the way of horsehair mats and wool wrestling tights?
Hardly. The NCAA may already be anticipating the future, by attempting to attract younger fans to its premier wrestling event. One example: a few months ago, the NCAA sponsored an online survey that seemed to be focused on cost issues, with questions centered on ticket prices, and what kind of discounts, promotions and giveaways might be appealing to survey participants to get them to attend the event in person. In addition, the NCAA's ongoing effort to create a team component by adding a new, end-of-the-regular-season dual-meet tournament to be held immediately prior to the NCAAs being used in part to determine team titlewinners may go beyond a stated goal of boosting dual-meet attendance at colleges to also help bring in new fans to the national championships.
An analysis of 2014 NCAA championships attendees
A few weeks after the 2014 NCAA Division I Wrestling Championships, the NCAA Division I Wrestling Committee issued its analysis of that year's tournament held in Oklahoma City. Among the information contained within that Committee Report were stats on the attendees of the 2014 NCAAs. That portion of the report opened with this positive statement: "The current championship is very successful and enjoys tremendous support as evident by five consecutive sellouts."
Who attends the NCAAs? The survey conducted at the 2014 NCAAs revealed that most attendees participated in wrestling as a student-athlete or coach. What's more, two-thirds of the attendees surveyed had been to at least one previous NCAA Division I wrestling championship. Approximately half of NCAA attendees surveyed were college graduates; a similar percentage (48%) traveled 500 miles or more to attend the NCAA championships.
So ... are the fans in the stands at the NCAAs really graying? According to the 2014 NCAA attendee survey, the average age of attendees is 42 ... with more than a third of fans are age 50 or greater.
Are stats an argument for the NCAA's "team component" proposal?
In its presentation of these facts about championship attendees from its post-2014 NCAAs report, one could think that the NCAA is laying the groundwork for arguing its "team component" proposal -- also referred to as a "dual team competition component" -- which would be a dual-meet tournament spanning three weekends in February, with teams earning points which would be a factor in determining team titles at the NCAAs. The proposal would have 70% of the team race be determined by the present method of points garnered by individual wrestlers at the NCAA championships, and 30% from this new dual-meet tournament. This would be a significant change from how team titles have been determined for decades -- strictly based on points scored by wrestlers during the tournament -- and has generated some strong opposition.
In making a case for its "team component" proposal, the 2014 NCAA report closes its statistical presentation with the assertion that this concept will attract "younger fans that may not have the time or resources to attend the NCAA individual component championships ... However, they can commit two hours to attend a dual match at a nearby school."
In addition, the report states the importance of the NCAA championships welcoming a "more diverse group of fans who may not have a history in the sport" by reaching out to casual sports fans especially near college campuses. In referencing the fact that just over 50% of attendees are college graduates, the NCAA report says that these fans have "a more personal connection to team sports because of the tangible connection to the institution that the team represents" going on to mention "all the pageantry that comes along with college sports (that) makes being a fan a thrilling experience." In essence, the NCAA report seems to be saying that the Nationals should do more to "attract more of that fan affinity so deeply rooted in traditional team sports."
The NCAA's 2014 report also lists a number of projected outcomes if its team component proposal were implemented, including more focus on team competition during the season, increase in fan affinity and attraction of more casual fans, additional media exposure and increased broadcast opportunities, and additional recognition opportunities for wrestling teams and institutions. "Ensuring the continued success of the NCAA Wrestling Championships" (or similar wording) is NOT part of the 2014 report ... but may well be an unstated goal as the NCAA seeks to attract larger numbers of new fans to one of the crown jewels of college athletic championship competition.
NCAA championships: a history of growth, change
For participants and fans of any recent NCAA Division I Wrestling Championships, it's easy to imagine that the tournament has pretty much always been the event they know and love. However, over the 85-year history of the NCAAs, the event has grown, evolved and changed dramatically. The nationals haven't always been the mega-event they are now in terms of number of wrestlers and schools participating, or fan attendance, or type and location of venue holding the event, judging by the information presented by the late wrestling historian Jay Hammond in his definitive "History of Collegiate Wrestling" book first published in 2005, and updated in e-book format in 2014.
Iowa State ArmoryOther than a hiatus during World War II, the NCAA championships motored along through the 1930s and the 1940s with barely any changes in the number of participating schools and wrestlers. The first NCAAs to have more than 100 wrestlers were the 1949 championships at Colorado State which welcomed 118 athletes. Less than a decade later, the 1957 NCAAs at University of Pittsburgh was the first to host more than 200 wrestlers -- 213, to be exact.
The 1960s saw significant changes -- and growth -- for the national mat championships. In 1963, the NCAAs split into two divisions -- the University Division, for larger schools, and College Division, for smaller schools ... a predecessor to today's Division I, II and III separate championships (which debuted in 1974). Four years later, wrestler participation exploded at the 1967 NCAAs, with 345 wrestlers vying for titles at Kent State University in Ohio. By 1970, the number of wrestlers crowding Northwestern's McGaw Hall (now called Welsh-Ryan Arena) was 394 wrestlers ... all competing in a two-day event, with matches continuing into the late-night hours. (Today, the number of participating wrestlers is limited to 330 -- 33 wrestlers in each of ten weight classes.)
Earl McCreadyAnother historic change took place in 1983, as the NCAAs were held off-campus for the first time, in downtown Oklahoma City. The site was The Myriad, an arena located inside the convention center, across the street from the newer, larger facility which hosted the 2006 NCAAs (then called Ford Center) and 2014 (as Chesapeake Energy Center). The University of Oklahoma and Oklahoma State were co-hosts for the event.
For the next two decades, the NCAAs bounced back and forth between on-campus facilities and urban arenas. The last time the nationals were held in a college venue was the 2001 NCAAs, at Carver-Hawkeye Arena at the University of Iowa. Since then, the event has been held exclusively in big cities such as St. Louis, Kansas City, Des Moines, and Philadelphia. This trend will continue, as indicated by sites already announced for upcoming NCAAs: New York City's Madison Square Garden in 2016, St. Louis' Scottrade Center in 2017, and Cleveland's Quicken Loans Arena in 2018 ... all downtown arenas in major cities.
Why did the NCAA Division I Wrestling Championships move off-campus? One can imagine that fan convenience was a major factor, with large cities providing easier access to airports and interstate highways than available in some college communities ... along with larger venues. For decades, the NCAAs were held at college gyms and field houses with a seating capacity of a few thousand. For example, the 1970 NCAAs -- noted for setting a record for largest number of participating wrestlers -- had approximately 8,000 fans filling the stands at Northwestern's arena which opened circa 1950. By contrast, the seating capacity at newer urban arenas which have hosted the NCAAs in the new millennium averages about 19,000 ... not only providing more opportunities for fans to be in the stands, but also generating greater revenue.
Speaking of revenue ... ticket prices have increased significantly over the years. Three-day, six-session ticket prices for next year's NCAAs at Madison Square Garden are officially priced at $195-$235. By contrast, at the 1958 NCAAs -- the subject of a 2008 InterMat feature article -- a fan could purchase a reserved seat for all four sessions in advance for $6.00 for adults, and $3.00 for students and children. (To provide a bit of price perspective: host school University of Wyoming offered wrestlers, coaches and fans a complete steak dinner in the student center cafeteria for $1.50.)
What's more, the make-up of the audience at the NCAAs has evolved over the years. Look at old photos or films shot at the national wrestling championships, and you'll see mostly middle-aged white men, dressed in jackets and ties, in the stands. For example, on the film of the 1962 NCAA finals at Oklahoma State, about the only women you'll see are young ladies in similar-looking dresses, sitting demurely matside, presumably to hand out awards.
This mostly-male audience for sporting events in the past was not unique to the NCAA wrestling championships; it's evidenced in photos and films showing fans at college football and basketball games, as well as professional sporting events such as NFL and major league baseball games. As an architect friend pointed out to me when I asked why there were so few women's restrooms in old-time arenas and stadiums, for decades, women didn't attend sporting events in the numbers they do now.
Two heavyweight challenges ...
As you can see, the NCAA Wrestling Championships have grown and changed with the times over its 85-year history. To remain the must-see spectacular that it has become, the Nationals must continue to evolve and grow. However, the event faces at least two heavyweight-sized challenges: one, new technology that provides the most extensive, most easily accessible coverage to just about anyone, anywhere, in real time ... and, two, the graying of the NCAA audience, and need to develop a new, younger fan base who is willing to spend the time and money to travel to take in the NCAAs in person.
One: New technology-driven coverage vs. being there
As stated earlier, the NCAA mat championships have run up a string of sellouts ... with the most recent edition (2015) setting new records for in-person attendance, with just over 113,000 fans over the course of the six-session event. Yet, another statistic revealed for the 2015 NCAAs refers to the first challenge stated in the paragraph above: ratings for ESPN's multi-platform, "every mat, every match" coverage also broke records ... meaning more and more fans were able to partake in the NCAA experience without having to travel to St. Louis. And that could prove to be a double-edge sword for the NCAA: getting fans to attend in person when there are such attractive options for watching at home.
This "in person" aspect may well be one of the greatest challenges to overcome ... and it's not unique to college wrestling. A number of professional sports leagues and individual teams are battling the challenge of a fan who may be tempted to take in the action at home. More and more fans of various sports are saying, "Why should I deal with traffic to get to the stadium/arena, pay big bucks for parking, and for food and beverages, and be squished into a cramped seat with thousands of strangers ... when I can relax at home and experience the game in the comfort of my home on TV, with all the great camerawork, special effects, and expert commentary I can't get attending the event in person?" This may become even more of an issue for NCAA mat championships, as ESPN has stepped up its game in covering the event. Not just in terms of its "every mat, every match" coverage, but also its "Inside the Mat" coverage option that provides expert commentary and unique perspective from wrestling legends such as Dan Gable. Technology now makes it possible to deliver a "you are there" fan experience to anyone with ESPN delivered via cable or satellite service to their TVs, and/or a smartphone, tablet or laptop.
That's where the "you are there" experience must offer benefits the stay-at-home fan can't get in his living room or sports bar or even at his workplace. This is why the NCAA talks about "all the pageantry that comes along with college sports (that) makes being a fan a thrilling experience" in its analysis of its 2014 NCAA survey results ... and has taken steps to make the three-day tournament more of a "you've got to be here" event, with more showmanship/showbiz elements, such as those on display in recent years at the finals -- entrance music, dramatic lighting, smoke columns. It would also be smart for the NCAA to play up the more personal aspect -- the camaraderie of being with others who share your passion for the sport, reuniting with long-time friends, and the chance to make new friendships. Furthermore, it wouldn't hurt to play up the unique attractions of the host city -- specific must-see landmarks, restaurants and entertainment venues that could be experienced between or after sessions, especially those easily accessible from the NCAA championships venue.
Two: The graying of NCAA attendees
As attendees for the NCAA wrestling championships grow older and may decide to take advantage of technology options to follow the action at home (rather than deal with the expense and hassle of travel), the NCAAs will want to reach out to welcome new, younger fans to its showcase mat event. There's absolutely nothing wrong with this; this does not mean abandoning long-time, loyal attendees. In fact, seeking a younger audience is something smart marketing professionals do ... not in an eternal quest for youth for youth's sake, but to ensure that the brand -- in this case, the NCAA Division I Wrestling Championships -- will continue to remain viable, and, in fact, grow its audience in person and on TV and online, for years to come.
This challenge confronts marketers of countless products and services. Two examples from the world of consumer goods immediately come to mind of this writer who spent a quarter-century of his life as an advertising copywriter. One fast-food brand, Arby's, struggles with the realization that it has the oldest customer base of any quick-serve restaurant chain ... so it has gone through a number of ad agencies in rapid succession, trying to reach a younger demographic to ensure the brand's future. A more successful outreach to attract younger buyers has been demonstrated by Cadillac. A decade or more ago, the domestic luxury car brand realized the average age of buyers for its cars was pushing 70 ... prompting a brand marketing manager to say something to the effect of, "For a lot of loyal Cadillac customers, ours was the last car they'd ever purchase before passing away." Realizing this was not a sustainable model to ensure the brand's future, Cadillac mounted a two-prong effort to attract younger buyers, focusing on both the product and its marketing. The brand started introducing smaller, more contemporary vehicles that were more fun to drive and attractive to a generation raised on Japanese and European makes ... and promoted those new models with edgier advertising and promotional campaigns, such as using Led Zeppelin music in its "Break Through" campaign towards the beginning of this process. This approach has proved successful in helping Cadillac increase sales overall, while lowering the average age of a Cadillac owner -- all while managing to hold onto much of its loyal customer base -- ensuring the brand will be around a while longer.
Larry Owings gets his hand raisedIn providing this analysis, realize that I'm not some young punk picking on "guys my granddad's age." I am in my mid-50s, with gray in what hair is left at the top of my head. Old enough to remember when tights/leggings were mandatory equipment to be worn with singlets. And of an age when there was a waiting game to get the details on the NCAAs -- waiting for "Amateur Wrestling News" to arrive in the mail, and for ABC-TV's "Wide World of Sports" anthology to show a highly edited version of the NCAA finals on a tape-delay basis, weeks after the fact. ("We'll be right back to the heavyweight finals, but, first, let's go back to the pool, for the NCAA Swimming and Diving Championships ..." said the announcer.)
I was part of the wave -- make that a tsunami -- of Baby Boomers, born in the two-decade era that roughly spanned from the end of World War II to the beginning of the U.S. involvement in the Vietnam War, 1945-1965. We came along at just the right time to have a huge influence on American culture -- music, movies, cars, clothes, politics and more ... and, because of that, we were accustomed to being catered to by advertisers. Now the youngest Boomers are about to turn 50, while the vanguard of this age group is retiring -- or making plans to retire. Ironically, most of these folks now have more of that disposable income -- not to mention more time -- to take in events such as the NCAA Division I Wrestling Championships. However, as we Boomers age and discover that following the NCAAs at home using technology tools is pretty cool after all, will younger fans pick up where we leave off, and start their own traditions of attending the NCAAs in person?
The world is filled with once-proud, once-dominant brands that are now but a memory. As recently as the 1980s, Howard Johnson was the No. 1 restaurant chain in the U.S. Now there are only two outlets left in the entire nation. Pontiac and Plymouth once vied for third place in domestic car sales behind Ford and Chevy; now both nameplates are in the junkyard of history, unable to contend with competition from Japan, Korea and Europe.
Even if those of us old-time traditionalists want to hold onto long-standing ways of doing things at OUR Nationals -- for example, the way team titles are determined -- we must be willing to explore options that might bring in new life, new energy and new fans into the greatest event in college wrestling. After all, you don't want to deny your grandkids the opportunity to experience the same excitement, fun and camaraderie that you've enjoyed by attending the NCAA Division I Wrestling Championships in person, do you?
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