As I understand or perceive it, the major weaknesses right now are athletic fundrasing, attendance, and winning (excepting the men's volleyball team, of course). The deparment has made a lot of moves that have been expensive: moving to the MVC, coaching changes, new facilities, etc. Yet the increase in revenues has not been there. Fundraising is lagging, from what I hear. Attendance is way below what anyone would project. The buyout or termination costs for a number of coaches in the past several years have been expensive. Many of the facilities upgrades were likely paid through a different account (capital and facilities), but the maintenance and operation costs are much higher. In short, the higher-ups and accountants must be getting some sticker shock at the increasing deficits from athletics.
I'm pretty certain that when many of these moves were made, there was the promise that revenues would increase along with the changes, but very little has been done to make sure those projections came through. Attendance and fundraising seem to be almost an afterthought, done in the same way (or worse) than they've been done for a couple of decades. Frankly, a lot of the core fans the department relied on in the past are aging, dying, or not showing up. I think ticket prices were raised too high, too fast. Marketing has lagged because there's little investment in it (no radio for men's basektball? really?), and I think the division is cripplingly understaffed. Last year's lackluster home non-con schedule didn't help much.
The athletic department certainly has a lot of things going for it-- men's volleyball national championship, a big name like Sheryl Swoopes as women's basketball coach, joining the MVC, better facilities than in years past, some great individual performances, exciting athletes (many of whom are from the area), and some sports where growth/winning should be expected very soon. From the administration viewpoint, the large deficits have to be covered through revenue and fundraising. From the fan point of view, the attendance issues (ticket costs, gameday atmosphere, customer service, etc.) and marketing has to improve.
It's going to take a hard to find skill set to get those areas on track, so I'd rather have more time spent to find the right person.
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