1. Athletics Fee Proposal
Sam Gonzales
Nick Liegl
October 11, 2017

2. Agenda Athletics’ Goals Revenue Solutions Fee Proposal
Athletics’ Contributions to University Success

3. Athletics’ Goals Recognized Leader in NCAA Athletics
Dominate Conference USA
Recruiting/Winning
Facilities
Invest in Future

4. Serving the Student Body
Athletics wants to reflect the excellence of the Student Body
Our Goal is to enhance UTSA and its students’ success
Do you want your Athletics program to be the best?

5. Budget Comparison Conference USA

6. Revenue Solutions Three Pronged Model
UTSA Athletics Success
Revenue Generation
Fundraising
Student Fees & Institutional Support

7. Revenue Generation Ticket Sales Initiatives Digital Signage Investment
Brand Recognition Licensing Revenue
Strategic Scheduling
Merchandising
Cost-Saving Measures

8. Fundraising First ever Capital Campaign for Athletics
Planned Launch in Spring 2018
Focus on Scholarships & Facility Construction
Overall Goal TBD

9. Athletics Fee Proposal
Current fee is $20/SCH
Proposed fee is $22/SCH
CURRENT FEE BENCHMARK
School
Athletics Fee/Credit Hour
ODU
$68.21
UNC Charlotte
$44.33
FAU
$23.03
Georgia St
$22.92
FIU
$21.47
USF
$20.11
UTSA
$20.00
Texas St
S Miss
$18.33
WKU
$18.17
PROPOSED FEE BENCHMARK
School
Athletics Fee/Credit Hour
ODU
$68.21
UNC Charlotte
$44.33
FAU
$23.03
Georgia St
$22.92
UTSA
$22.00
FIU
$21.47
USF
$20.11
Texas St
$20.00
S Miss
$18.33
WKU
$18.17
$2.6M Add’l Revenue to Athletics per Year

10. How does this affect me?? $2/semester ($24 for full-time course load)
One Double Chocolate Caramel Frappachino per month
One 3-D Movie at Santikos per semester
One Top Golf per semester

11. Athletics’ Contributions to University
Building Traditions & Emotional Ties
National Visibility – Priceless!
TV/Radio/Social Media/Licensing
Primary Form of Institutional Advertising
Athletics’ Student Enrollment – 832
Student-Athletes – 387
Student Managers/Trainers – 58
Band – 275
Cheer – 62
Dance – 50
Combined with Arizona St. and Texas A&M games – UTSA had 2,388,000 viewers on ESPN networks this year up from 901,000 in FY15 (165% increase).

12. Football Success = UTSA Success
Moving from Mediocre to Great on Football Field
17.7% Increase in Applications
4.8% Improvement in Acceptance Rate (avg. SAT score)
To Achieve Similar Increase in Applications:
Decrease Tuition by 3.8%
Raise Faculty Salaries by 5.1%
Moving from 4 wins/year to 10 wins/year in football
“In addition, I find that when a school goes from being mediocre to being great on the football field, applications increase by 18.6 percent. To attain similar effects, a school has to either decrease its tuition by 3.9 percent or increase the quality of its education by recruiting higher quality faculty who are paid 5.1 percent more in the labor market. I also find that schools become more selective with athletic success. For a mid-level school, in terms of average SAT scores, the admissions rate improves by 6.9 percentage points with high-level athletic success.” Chung, D. (2012) The Dynamic Advertising Effect of Collegiate Athletics, Cambridge, MA: Harvard Business Review (Working Paper).
Source: Chung, D. The Dynamic Advertising Effects of Collegiate Athletics (2013) Harvard Business Review

13. Thank you!
Questions?