The HotSpots in the Stands

Someone asked me last week what is something I know now that would've been helpful when I was a new Athletic Director. It was a great question and one that had many trails I could go down. One of the things I shared was having the ability to notice the "hot spots" in the stands.

As Athletic Directors, we all understand the value parents play in the success of the athletic programs we have the privilege to lead. They provide countless volunteer hours, financial support, and encouragement to their children from the stands.

When I was a new Athletic Director, I wish I had known the importance of "working the crowd" at athletic events and paying attention to what I call the "hot spots." To be honest, I was more than likely working the scoreboard, announcing, or doing something that needed to be done to make the event run. It's important to remember that there is great value for a school to allow its Athletic Director the freedom to roam and work the crowd.

It's impossible to connect with every parent at every athletic contest, but you can focus on a certain group of parents. I focus on three groups - the donors, the doers, and the doubters.

1?? The Donors - we all know the value of our donors. We simply can't achieve what we want to achieve without their financial support. Keep them connected and informed.

2?? The Doers - they are the "boots on the ground" parents that make things happen (both in programming and physical support). Keep them inspired and engaged.

3?? The Doubters - they are the skeptics and aren't afraid to let others know about it. Keep them informed of the positive progress being made and provide ways they can help you move forward.

For the most part, parents are creatures of habit and usually sit in the same locations for games. Even if they don't, you should plan to do the following:

1?? Create a list of parents who fall in one of the descriptions above and connect with them every chance you get.

2?? Decide ahead of time when you are going to make your rounds during the game and stick to it! For example, you may choose to be on the sidelines for the 1st and 4th quarters, while spending the 2nd quarter, halftime and the 3rd quarter moving around building relationships. Engaging with parents will create a positive and supportive environment for the entire athletic program.

A few other "quick hitters" to consider:

1?? Reach out to them early and often.

2?? Be transparent and listen to their concerns and feedback.

3?? Address any concerns promptly.

4?? Celebrate the program's successes.

While this format isn't perfect, it has helped me to build positive and lasting relationships that benefit our entire athletic program.