Editorial: UCLA Athletics needs renewed focus on improving student experience

The signing of a new employment contract last week for UCLA Athletic Director Dan Guerrero marks an opportunity to increase his visibility on campus and improve the marketing of UCLA sports.

Guerrero, whose new contract runs through Dec. 31, 2019, must also invest time and energy into improving the student fan experience, which is currently lacking vibrancy at men’s basketball and football games and is almost nonexistent for other sports.

In an interview with the Daily Bruin this week, Guerrero acknowledged that he wants to address all of these issues in his next term. However, he did not provide a clear plan for how to accomplish his goals, and his examples of improvements seemed out of touch with what students really want.

The first problem that the athletic director must solve is the ineffective marketing of many of UCLA’s sports. While there have been several effective commercial campaigns, the actual advertising of important games and events is nearly invisible.

An example of this problem is last season’s John R. Wooden Classic in Anaheim, where there was barely a UCLA student presence, and San Diego State University fans easily overwhelmed the arena.

UCLA Athletics should have worked harder in that situation to advertise the game and to plan rooter buses for students to attend the game. This is a strategy often used by other schools and results in high student turnout at away games.

In his interview, Guerrero said that it is sometimes difficult to invest in marketing, because that requires taking money from another sector of athletics. While this board acknowledges this concern, we still believe UCLA can implement cost-efficient marketing strategies.

Another problem is Guerrero’s general lack of communication with students who are not athletes – though he spends ample time with athletes, he is out of touch with what the average student wants out of the fan experience.

By contrast, USC’s athletic director, Pat Haden, effectively connects with student fans using social media and has maintained a visible presence in the university’s athletic program. This type of visibility and interaction with the fan community would be beneficial to Guerrero’s understanding of students who want to support our athletic teams.

As Guerrero begins a new six-year term at UCLA, there should be a shift in focus from donors and alumni to students and their experience.

Athletics should work harder to improve the fan experience by working with student groups to increase excitement about UCLA sports. For example, athletics could meet with student group representatives to garner feedback about The Den and the Yell Crew.

It is particularly important for the athletic director to capture the attention of students as a means of investing in the future of UCLA Athletics. The students we have at school today are tomorrow’s donors and season ticket holders. For that reason, it is vital for students to develop connections with UCLA sports, and that connection starts with the athletic director’s guidance.