What went wrong, what WVU needs in new AD search
I must admit I was surprised when word came down that WVU had “parted ways” with then-Mountaineer athletic director Shane Lyons.
Perhaps not that it happened, but the timing. I figured if Lyons was out, so too was football coach Neal Brown in a package ouster. And, of course, Brown might ultimately be out as well.
What I do know is the extension given to Brown by Lyons was a dagger. (Lesson to ADs everywhere: If a coach says he needs an extension to show recruits, say no. It’s the coach’s job to sign recruits. Part of his job description.)
Anyway, I’ve known Lyons. I like Lyons. He’s always been good to me. Yet I’ve wondered – aside from the extension – what went wrong and what is WVU president E. Gordon Gee now seeking in a new athletic director.
After talking to some folks, here’s my sense.
Of course, the hire of Brown, which was by Lyons, and the lack of football success (which has reached an apathy level) were blows to the bow.
But it’s my sense Gee also saw the college athletic world changing – including the Big 12 Conference. He deduced WVU athletics needed a plan to adapt more effectively. There’s Name, Image, and Likeness with which to deal. The portal has been a bear for WVU football. There’s the “Alston Money,” which is money from a 9-0 Supreme Court decision (involving ex-Mountaineer Shawne Alston as the lead plaintiff) for student-athlete academic bonuses.
And make no mistake, WVU is in a dog fight to stay relevant not only nationally, but within the Big 12. Not only are the Mountaineers battling the current lineup, but BYU, backed by the Church of Latter-day Saints, is incoming. Houston, in a city with oodles of money, is incoming. UCF, located in Orlando, has 66,000 students. Add in Cincinnati.
The point is, WVU’s athletic department needs to generate serious revenue. My sense is Gee felt it needs to generate more. More fundraising. More attention to the Mountaineer Athletic Club. The athletic department coffers can’t stay at the same level as five years ago. The MAC coffers must be bolstered.
Lyons has been known for top-flight administration, compliance and building facilities. My feedback is WVU is now looking for someone more externally focused. An evangelist, to a degree, to seek out infusions of cash.
Gee is big on cash. He’s made a career of securing it.
Also, in these wild times, the new AD can’t be beholden to structure, or the old way of doing things, because the college landscape changes seemingly from month to month. He must be savvy and adapt.
He must push the envelope. Oliver Luck went to the legislature for funds regarding the baseball stadium. He pushed for beer sales.
The new AD must get out there and find new revenue streams or find ways to create new revenue streams, whether that be through creative marketing, media rights or what.
I harken back to a previous blog I wrote. If you recall, the Big 12 signed on with independent creative agency Translation “to contemporize the brand and scale its national relevance to appeal to a younger, more diverse audience. As its lead agency, Translation will work with longstanding Big 12 partner LDWW to develop the Conference’s brand narrative moving forward.”
Our digital media specialist at Wheelhouse Creative couldn’t have agreed more with the move.
“Over the last handful of years, the lines between sports, fashion, music, technology and community have blurred,” said Ty Thorngate. “Athletic programs have begun to reimagine how they can interact with their supporters and their region. As teams and conferences continue to realign, the fight for consumers’ attention is only going to get more difficult. You can either adapt and diversify or you can kiss your supporters goodbye.”
That will have to be the focus of the new athletic director. Increasing fan interest. Increasing business. Allow someone second-in command to steer the administration of the department.
At least those are my thoughts. Again, WVU is in a proverbial dog fight. Sure, they need a good face for what, essentially, is a public trust. (The school, after all, belongs to the people of West Virginia.)
But I expect the new AD to be someone business focused, external, and with both eyes on generating more revenue.
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Mitch Vingle covered sports in West Virginia for 38 years. Follow Mitch on Twitter at @MitchVingle and be sure to check out the rest of Wheelhouse Creative’s website for your marketing and advertising needs. If interested, call us at 304-905-6005.