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jhodges Commentary
Posted 9/5/07
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Commentary: Attendance at Northwestern
by Jonathan Hodges
Attendance
at Northwestern football games is something brought up quite routinely
during the month of September when the number drifts downwards into
MAC-like territory. This year it has hit a historic low point
with the Northwestern vs. Northeastern attendance of 16,199 - the
lowest number in at least a decade. In fact, anecdotally, this
number is even lower than attendance numbers from the "dark ages" of NU
football when a win was nowhere to be seen for 'Cats fans. Out of
the attendance numbers that I have access to (dating back to 1997), the
previous low was 20,108 (vs. New Hampshire last season), and prior to
that was 20,115 vs. Ohio in 2005).
One can argue that the Northeastern game was in fact a "perfect storm"
for bad attendance: an opponent that is even smaller than NU in terms
of enrollment and alumni, the fact that Northeastern is relatively
distant (not many alumni in Chicago) and is not a football or
athletics-oriented school, a holiday (Labor Day) weekend with many fans
and ticket holders out of town, other sports options in town, including
baseball game(s) and the Iowa contest at Soldier Field a little later
in the day, the game being at least 3 weeks before student move in
(meaning virtually no students on campus, including NUMB), and finally
NU coming off of a 4-8 2006 season which didn't do much to excite 'Cats
fans. This all led to the dismal attendance figure listed above,
and thankfully NU shouldn't see such a combination for at least some
time (next year NU plays Syracuse and SIU early - both of whom either
have larger fan bases and/or closer proximity to NU).
Below are some interesting numbers regarding NU attendance over the past decade.
Northwestern Home Game Attendance (1997-2006)*
Totals:
Games: 58
Average: 32,426
Total Attendance: 1,880,703
Average Big Ten Attendance: 35,408
Average Non-Conference Attendance: 26,760
Sellouts (8) @ 47,129 or 47,130:
1997 Michigan State, 1997 Penn State, 1998 Michigan, 1998 Ohio State,
2000 Michigan, 2004 Ohio State, 2005 Michigan, 2006 Ohio State.
Season - Games - Average Attendance
1997 - 6 - 40,148
1998 - 5 - 41,173
1999 - 6 - 30,890
2000 - 6 - 34,267
2001 - 5 - 34,743
2002 - 6 - 27,188
2003 - 6 - 28,763
2004 - 6 - 28,408
2005 - 6 - 32,527
2006 - 6 - 27,996
Largest Non-Conference Attendance: 1998 vs. Duke (40,178)
Smallest Big Ten Attendance: 2006 vs. Illinois (22,242)
*Includes Northwestern "home" game at Soldier Field vs. Oklahoma in
1997 Pigskin Classic (attendance: 36,804), but excludes 1997 Wisconsin
and 1997 Purdue games as attendance information was missing from data
source.
As noticeable from the above stats, wins equal more attendance (in that
season and following season - look at the lingering effects of the 1995
and 1996 season all the way until 1998, a season when NU posted only 3
wins - with zero in Big Ten play. Also, a visit by either OSU or
Michigan, bringing hordes of fans along with, is always a boon to
attendance (see 1998 season when they came to Evanston in back to back
weeks). Amazingly, despite a relatively large average attendance
drop off over the past few years (outside of the 2005 bowl season), NU
has 3 consecutive years with at least one sellout.
WHY??
So, why does NU have such a large issue with attendance. I'll rattle off my reasons here:
1. Northwestern is a small, private school.
With only 7,500 undergraduates and a private status, NU doesn't have a
lot of alumni period, and many of those are spread across the country
and the world. Every Big Ten school except for Penn State has a
larger alumni base in the Chicago area, which doesn't come as that much
of a surprise. And as a small private school, NU doesn't garner
the casual fan support of the average Big Ten state school. While
size and status of the school does not preclude the football team from
success (look in the mirror or at the likes of Wake Forest just last
season - and they have just over 4,000 undergraduates), it does mean a
much smaller fan base. While there are exceptions (most notably
Notre Dame) - those exceptions have been built up over a century of
football, something a school like Northwestern can't turn around and
repeat over night.
2. Chicago is a pro sports town.
Listen to sports talk on the radio or watch it on TV - during the
summer it's about the Sox and Cubs. During the fall it's da
Bears. Winter it's the Bulls (although I heard there is a hockey
team that plays at the United Center from time to time as well).
Well, during the winter and summer it's da Bears too. Drive
around town and see the Bulls/Cubs/Bears/Sox paraphernalia
hanging/waving/displayed everywhere. Sure there are a few college
fans around but pro sports is where it's at. And nationwide one
sees a similar trend - particularly targeted at the large "metro" areas
(PS: it's all about the TV ratings). It has been noted on NU
message boards that prior to the NFL takeover of the nation's sports
fans, NU games were the place to be. Look at pictures of games
from the 1950s and 1960s and see (winning helps too, but still - those
games were packed - and that was with an expanded seating of 55,000 at
Dyche). They even advertised Bears and Cardinals (that other pro
football team) at NU games of all places. NUMB was under the
direction of two pioneers of marching band techniques - which drew a
crowd itself. Now it's all about the commercialization of the
game, TV ratings, and those highly paid players (no, we're not talking
about OSU here).
3. NU athletics marketing is not very good.
Yes, Kellogg is one of the top business schools in the country year
after year, but NU athletics marketing is still lacking. Things
have improved slightly over the 2002-2003 seasons "paint the town
purple" campaign that looked like a Microsoft Paint drawing (you know,
that free program with Windows), but NU doesn't seem willing to take
that next big step to get people in the seats. I'm talking about
real promotions (not the "throw the nerf football through the uprights
and win an American/United lapel pin") and discounted tickets (not the
"sit in the crappiest seats ever (south end zone) for half price
against opponents you've probably never heard of!"). The hefty
price alone prevents the casual fans and families from coming around -
and although seat prices are in line with the rest of the Big Ten,
attendance is not. This begs for some creativity and out of the
box thinking - tiered seat pricing, more enticing packages, anything!
4. Northwestern still must prove itself to be a consistent winner.
The 1995, 1996, 2000, and even 2005 seasons did go a long way to put NU
on the map and show some sort of consistency, BUT there are still those
low points between there (3 wins in 1998, 1999, 2002) that drive off
the fans. Wins bring the crowds, and right now NU seems to be
moving in that direction - at least in the scheduling department by
putting win-able games on deck (although not guaranteed - nobody would
say that after UNH last season or UM vs. App. St. this year). I
hope as much as every other Wildcat fan to see a consistent winner and
bowl appearances from NU virtually every season.
5. Northwestern is on the quarter system.
This means classes for the fall quarter don't start until the end of
September and students don't arrive on campus until a week before
then. This means no students and no NUMB at early non-conference
games. Due to NCAA and Big Ten scheduling limitations ( e.g.
Labor Day weekend until the weekend prior to Thanksgiving) NU doesn't
have much flexibility in scheduling, and home dates are still more
profitable and better for ratcheting up wins - especially since getting
to bowl eligibility is so important. Barring an expensive and
improbably switch to semesters, don't look for this to change any time
soon.
WHAT CAN NORTHWESTERN DO
The number one thing Northwestern can do, in my insignificant opinion,
is bring out the differences that make Northwestern and the entire
Wildcat community different. This means a smaller more intimate
venue, a solid tailgate atmosphere (including Wildcat Alley), a great
marching band in NUMB, a tradition-rich history, and other things that
make for a great gameday atmosphere. It means innovation for
marketing and getting Northwestern's name out there, it means
connecting with alumni, it means innovative ticket pricing
schemes. It also means winning. I think that this past
week's game was a wake up call for anyone not paying attention (fans
and administrators alike) and that something out of the ordinary must
be done to address attendance. In recent years NU has made steps
in the right direction ( e.g. "athletic fee" now included in
undergraduate tuition - meaning free attendance for NU students - which
has brought up student attendance at games in the past couple years),
but now it is time for leaps.
As diehard Wildcat fans, I am sure the readers of HailToPurple are well
aware of the situation and are in fact the ones actually attending the
games. Now it's time to spread the "Purple Fever" to fellow
alumni who have fallen off the bandwagon or those neutral parties in
the office who enjoy football but don't seem to have any particular
allegiance. And of course it means supporting the 'Cats early and
often - and attending games at Ryan Field as often as possible (if I
can make it to 40 consecutive games, others can muster at least a
couple games a year). We know NU football is one of the best
values in sports now it's time to get people there to experience it.
Editor's
postscript: Jonathan mentions home attendance records dating from
1997. I have additional records, including all games in the 1990s
and most in the '80s. No home game attendance in the 1990s
dropped below 20,000. Of the records I have from the 1980's (I'm
missing individual game attendance for 1980, 1987, and 1989), none
dipped below 20,000. One might have to go back to 1979, when
several home games dropped below 15,000 for the first time in modern
history.
Jonathan poses some very worthwhile ideas to help boost attendance; in
addition to these, NU really needs to direct efforts specifically at
the three separate pools of potential attendees: students, alumni and
non-alumni fans. NU has definitely taken the right steps in the
last few years to increase student attendance. As for alumni, NU
needs a direct marketing campaign, targeted to those alumni who live
within 100 miles of Evanston and are not
season ticket holders. NU should send any such alumnus a package
full of info and incentives-- maybe even a promotional DVD.
Finally, the non-alumni fans are the most important group, and yet the
most easily overlooked. It is this group that helped NU
attendance thrive in the 1950s and early 1960s; it is this group that
NU has lost and must regain. Here is where Chicagoland media are
so important. The (unlikely) return of a televised coach's show
and the improvement of relations with Chicago media are critical
elements to rebuilding NU's fan base among its neighbors and among the
casual fans.
e-mail: j-hodges@alumni.northwestern.edu
Previous jhodges commentary
jhodges' commentary does not necessarily reflect the views of HailToPurple.com.
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