Disney’s done. The economy’s in the tank. But Florida Classic organizers are positive that cash-strapped fans will still support their schools at this year’s gridiron duel.

BY KARSCEAL TURNER AND STARLA VAUGHNS CHERIN
FLORIDA COURIER

As the 29th annual Florida Classic approaches, organizers are concerned about the economy’s impact on the annual Bethune-Cookman University-Florida A&M University football extravaganza that pumps more than $1 million into each team’s coffers.

Reports indicate that in Orlando and at least 20 miles outside the city in all directions, the Florida Classic generates up to $30 million in economic impact on hotels, restaurants, and area attractions.

Last year, attendance took a dive with 65,367 spectators at the Saturday afternoon game compared to 71,367 in 2006. Walt Disney World, the title sponsor of the game since it moved to Orlando from Tampa in 1997, dropped the event and took sponsorship dollars with it.

To entice cash-strapped fans to attend the Nov. 22 game at the Florida Citrus Bowl, discounted $25 tickets are being sold in certain sections of the stadium. State Farm, which previously sponsored the Battle of the Bands, is now the title sponsor.

One out, one in
According to Steve Hogan, director of Florida Citrus Sports, B-CU and FAMU receive about $1.6 million each in Classic profits after all the bills are paid. The overwhelming number of college bowl games in the country don’t bring home that kind of money, he noted. Florida Citrus Sports has the exclusive marketing rights for the Florida Classic.

“State Farm definitely is in and has stepped up just as other sponsors have. Look at NASCAR, look at the PGA, NFL, everyone. Sponsors that have money are sitting on it right now and waiting to see what’s going on with the country. That is not a reflection of Disney or the Classic; it is a reflection of a lack of money, but the Classic is healthy.

“To say we are concerned is accurate. I don’t think the Florida Classic is immune to that concern, but I’ve never seen the level of pride I’ve seen at the Classic,” Hogan told the Florida Courier.

Average at games: 68,708 per year
Since 1997, a total of 689,592 fans have watched the Florida Classic in the Florida Citrus Bowl Stadium, an average of 68,708 per year. By comparison, the total attendance for the 17 years prior to Orlando was 765,529, an average of only 45,031.

From 2002 to 2006, Florida Classic attendance exceeded 70,000. From 1978 to 1996, games were played at Tampa Stadium before being moved to Orlando.

Hogan said the MEAC/SWAC Challenge, which was played for the first time on Aug. 31 at the Citrus Bowl, would have no impact on the Nov. 22 Classic attendance.

“I’ve got no immediate numbers on attendance, but I know it’s significantly low. (A Sept. 5 Florida Courier article listed Challenge attendance at 10,723 fans.) The Florida Classic is in a whole different level. This is the Super Bowl of HBCU football, and I don’t think there is any decision to be made between attending the MEAC /SWAC or the Florida Classic. We haven’t seen any fallout whatsoever from that event.”

Hogan said the economy played a role in the decision to reduce ticket prices. Two years before, ticket prices increased from $35 to $40.

Proactive approach
Alvin Hollins, Assistant Athletic Director for Media Relations for Florida A&M, said Classic organizers understand that rising costs could prohibit some families from attending the game.

“We’ve sold the Classic out seven straight years until last year. So far, the ticket sales are about where they were last year at this time. We realize economics are tight and we wanted to be proactive and sensitive to the fans, especially people with kids,” Hollins explained.

Expensive logistics
The FAMU Marching 100 band, one of the event’s biggest draws, spends approximately $86,000 to travel. It includes the eight buses needed to carry the 430 members. The cost usually includes a two-night hotel stay because the band comes in early for events like parades, community appearances and Friday night’s Battle of the Bands.

Hollins said it costs about $30,000 for the Rattler football team to travel. The team usually leaves right after the game so hotel costs are minimal.

“The cost of traveling with the team has increased. They are now charging for additional luggage. With clothes and equipment, the economy is starting to affect athletics and universities because there are fewer donations. Fans have financial issues they need to deal with too, so we have to work with them so that we both benefit,” Hollins added.

‘Buy the tickets’
Dr. Art Woodard is a former FAMU student, coach, past president of the National Alumni Association for Miami Dade, and a Florida High School Athletic Hall Fame recipient. He argues that the NCAA (National Collegiate Athletic Association) is only concerned with how many people actually see the game.

“According to the Miami Herald, FSU (Florida State University) this past Saturday had 77,000 people at their game. Michigan State had 83,000 for their homecoming. We had about 18,000 paid customers and our A&M stadium wasn’t full. If you don’t have the attendance, you don’t have that money. If they buy a ticket, that’s all that counts,” Woodard told the Florida Courier.

“Eddie Robinson of Grambling, Arnet Mumford at Southern, Coach Gaither at FAMU and Bunky Mathews at B-CC were big coaching figures in the ’60s and ’70s,” he noted. “Those guys came out of nowhere to try to do something for Blacks in the state of Florida and promote football in the area. People started going and it used to be on Thanksgiving weekend. They had time off anyway, so you had a boss time, as people used to say.”

Woodard says if people buy the tickets, the money will be there.

Marketing tool
Vanessa Woodard Byers, president of FAMU’s National Alumni Association in Miami-Dade, says student recruitment is a main goal of the alumni associations.

“The Classic is an excellent vehicle and the university has to capitalize on that venue at the Citrus Bowl. For recruitment, we invite students and their parents and give away tickets to students who meet certain criteria,” she told the Florida Courier.

“And let’s face it. We love halftime and the Marching 100 is a major recruitment tool. We have an awesome law school, business school, schools of journalism, nursing and pharmacy, but we have to always understand that the Marching 100 makes a statement throughout the world,” Byers explained.

“The reality for many people now comes down to a choice for games outside of their local area. Will they attend Homecoming, or the Classic games in Atlanta or Orlando? Unfortunately, hotel and transportation costs are a big barrier for many people. We are hoping that things will turn around.”

For more information, log onto www.floridaclassic.org or call 866-330-7275 to purchase tickets.