Building a Fan Base

[Vagabond]

How much/what kind of access is it appropriate to give outsiders to children’s sports activities

FWIW, when I was in Tbilisi recently, I happened to watch a Sunday evening entertainment program on a Russian cable channel. One of the segments featured some very young (ages about 11-13) ice dance couples doing exhibition programs in costumes, under spotlights, and before an audience of at least 200. When each couple finished their routine, they were given flowers by an admiring, much younger boy and girl. There were interviews with the young skaters and their coaches (Yagudin was one of them), and additional interviews with and, IINM, Valentina Cheboreva.

This may or may not be the right way to build up Russian skating, but this is not the way to go in the U.S., unless, of course, the goal is to have the figure skating equivalent of Gypsy somewhere down the line.

 

[Debbie S]

But on another note.....is there any evidence, from skating or other sports, that fan engagement through social media actually increases viewership and/or event attendance? I can't put my hands on the sources at the moment, but IIRC there's some marketing research that suggests there isn't a strong correlation between online engagement (e.g. numbers of Facebook follows/comments, YouTube views) and product sales.

You are probably right about product sales, since the purpose of social media is to create awareness as well as retention of current customers - the top of the sales funnel, so to speak. I don't know if USFS is that interested in selling tix to Nats and SA - if they were, they probably wouldn't leave promotion up to the LOC. And even many diehard fans won't/can't go to events in person, given the timing (during the school year, a whole week off work) and expense. Many fans of other sports have never been to games in person (tennis, golf, football...) for one reason or another. It's the viewing audience that is probably the main concern. They need to create more fans and retain the current ones, and social media and other digital communications can at least inform and engage them to get them interested. People aren't going to tune in if they don't know when events are on and don't know or care about who is skating.

Skating fandom currently skew older, but I think the potential is there to engage younger audiences, but USFS hasn't made much of an effort to meet them where they are. And they need to, b/c catering to an older audience isn't going to sustain viewership or ad/sponsor revenue.

And on the subject of sponsors, USFS needs to cast a wider net. Obviously, sponsors are going to choose orgs whose audience matches their demo, which is why the current batch is geared to the 40+ set. But I see skaters hawking various health and beauty products on their social media - sponsors like that, with cross-promotion, could grab the attention of a younger crowd.

I would love to see pro events brought back. Killing those events was very shortsighted on the part of USFS and the ISU. If they wanted a piece of the pie, then run them themselves.

 

[mollymgr]

• Make every effort to make the scoring easy to understand with knowledgeable commentary to retain new viewers. The score tracker was a good idea but then NBC made it more confusing with the traffic signal.
• Make skating more affordable for skaters and fans.
• Make it more accessible on the internet. Most people don't even subscribe to network TV anymore. Instead of trying to take down every fan video, maybe make the official videos available to everyone after a waiting period.
• Since it is an individual sport, they could try revamping this traditional grand prix format and make it similar to golf or tennis with a tournament schedule. This could set it up for more exciting competitions throughout the season. Instead of federations deciding who to send to which comp, it could be driven by ranking/seeding and current performance. The other benefit could be attracting sponsors who give out the prize money. The tour can span through countries all over the world so everyone gets a chance to see some skating instead of just the select countries every year.

 

[gkelly]

I'd like to see USFS produce some videos to be shown during broadcasts:

*Short ones of 5-15 seconds that just name a move or a concept with a couple of quick video clips to illustrate
E.g., "Figure skating is all about controlling the edges of the blade. Inside and outside edges on each blade, which can travel forward or backward in curves along the ice, on each foot."
"Figure skating jumps are defined by the takeoff edge and whether or not there's a toepick assist." [name the 6 major jumps with closeups of the takeoffs]
"Pair lifts are defined by where the man's hand holds the lady on the takeoff"
"Most skaters prefer to rotate their jumps and spins counterclockwise. But some prefer clockwise."
"A three turn is the simplest way to turn from forward to backward, or backward to forward, on one foot. The skater makes a 180 degree turn in the same direction as the curve. The blade draws the shape of a numeral 3 on the ice."

*Medium videos of 30-45 seconds that illustrate and briefly explain a single move or concept. One for each of the basic jump takeoffs, including discussion of counterrotation on the lutz. One for each basic spin position, with variations, and one that illustrates the difference between forward spins and backspins; another that discusses changing edge and changing direction during spins. One for each pair lift, and a separate one for twist lifts. One for dance lifts and how they differ from pair lifts. One for death spirals explaining the different edges. One for dance twizzles. Etc.

*Longer videos of 1-2 minutes or more, discussing a concept in a bit more depth. One with a technical specialist or controller explaining how they call levels on spins; another on steps; one for each of various leveled pair and dance moves. One that explains edge calls and underrotations on jumps. One with a coach explaining strategy about aiming for a harder element vs. higher quality -- maybe the same video or a different one would give both a tech panel member's and a judge's thoughts about an element's level vs. quality/GOE. (And maybe an old timer waxing nostalgic about simple moves done well before IJS.) One for each program component.

Use high-level but not necessarily famous skaters to illustrate good qualities. Sometimes have the same skater demonstrate the same move done with lower quality (e.g., deep vs. shallow edges). Sometimes show younger skaters doing a basic move with quality typical of their skill level -- e.g., a beginner learning 3 turns, a pre-preliminary skater landing a brand-new axel, an intermediate pair attempting a single twist.

Make them available to broadcast networks to use as filler when they have a few seconds or a few minutes (during resurfaces at live events) to fill. If they get broadcast, I'm sure they would also end up on youtube. Or USFS could just post them there themselves, or on their own website.

 

[kwanfan1818]

In the ISU live broadcast for the judges, they did something similar.

 

[overedge]

@gkelly I love this idea. I would much sooner see this kind of video than the other one I mentioned, or the "montage" videos of dramatic moments or poses set to music. Those have their place too, but the number of times the "montage" ones get repeated at live events (at least in Canada) makes me think that there is room for a lot more video content.

 

[gkelly]

I'd also like the "We are US Figure Skating" type of video to include not only tiny beginners and elite skaters, but also brief clips of an average juvenile or intermediate, a cute low-level synchro team and an elite senior team, a middle-aged adult landing single jumps, an older adult couple ice dancing. Make the sport look accessible.

Make sure that USFigureSkating.org is prominently mentioned in the video and encourage broadcasters to direct viewers there as well for further information.

And especially during Nationals in January direct viewers to a centralized web page where they can look up what activities their nearby rinks may be offering for National Skating Month.

 

[Willin]

I think USFSA needs to ditch the cheesy ad campaigns like Get Up. They need to go all in on the technical difficulty and personalities.

I know they’re advertising SportsEngine to advertise youth sports as a whole, but USFS and many skating rinks aren’t using that to advertise youth skating classes. Maybe they need to go all in with ISI and hockey and stuff to create a rink lesson database that will help families find rinks right for them.

 

[Aimless]

What an excellent topic, gkelly.

--Not sure where the pressure point is or if there is one at all, but live broadcast of comps would help.
--I think the sport has enough participants. Could they be better supported and brought along? Not something I know about but maybe. If I had a daughter, not sure I'd want to subject her to the emotional and physical risks of our heartless sport. Gracie's return to the ice will be interesting. I am nervous for her and hope she has her legs under her. Sensitive and honest coverage of her next chapter could attract new fans.
--Getting a "winner" is hit or miss. Look at the effort Russia goes to and they can't produce a man who can win or even medal consistently.
--We need more casual fans, if that means they will watch on television and generate more advertising income, and also increase the value to cities of hosting an event. You've got to be casual before you are hardcore. Maybe a promo package that will bring people to the rinks to see the sport in person. Different pricing model, more like Netflix and less like Sirius FM. Bring 'em all in cheaply and fill the seats. Open practices to non-all-event ticket holders. This has to be done locally because the cost of hotels is so prohibitive. Although honestly in many ways I prefer watching on TV myself. Replays, closeups, technical info, commentary, all enrich the experience a lot. But I still go to comps.
--How about allowing same sex dance and/or pair couples? Or trios? https://www.youtube.com/watch?v=_N0_DeGtmLg That would shake things up and attract new audiences. My companion often suggests nude skating, but USFSA not likely to go for it.
--More commentary from Tanith Belbin. She is a goddess. Knockout beauty and jeepers can she clarify and clear the smoke. Got the goods. Prior to this year's Olympics I hadn't realized how scary smart she is.
--How about an art-house quality name-actress film version of Tonya Harding's life? Oops, that already happened. I think it helped.

 

[PDilemma]

PDilemma has touched on a major pet peeve of mine. Severely edited and chopped up events shown on TV days after the event is over wasting time listening to inane commentary. Real followers of the sport have already seen the entire thing on the internet. I don't waste my time watching TV broadcasts.

I know that events are on the other side of the world so they may be delayed instead of being on in the middle of the night, but they should run it as a tape delay instead of doing the lousy editing.

I agree that skating could benefit from watching what is done in other sports and treating it more professionally. Tone down the dumb commentary that seems to be all about the personalities doing the commentary and not about the athletes. Tanith is a good example of someone who does this very well.

Exactly. And television can pick up more fans and help make casual fans serious fans.

a couple of more ideas-
Instead of the skaters trying to market themselves, USFS markets them all. I had an idea 2 years ago that was totally blown off. Romance novels are one of the biggest genre of books. Have the ice dance and pairs teams on covers of the novels. The publishers pay well for models. Not novels like 50 Shades. Harlequin has nice christen types. They have a huge readership and money.
Team events could be made fun.
Bring back pro events. Give Michelle whatever she wants to skate once or twice a year.
Get rid of Johnny and Tara. Uncle Dick made you feel for the skater out there. he got excited.

I feel like putting skaters on the covers of romance novels is the exact opposite of treating it like a real and serious sport. To my knowledge, Peyton Manning was never on the cover of a romance novel. And I doubt it is on LeBron James's list of marketing ideas. Even baseball, that struggles a bit for fans in comparison to the other two sports doesn't put Mike Trout or Aaron Judge on a romance novel.

Getting more coverage for major international events that are not the Olympics would help as well. I know every-four-year fans who barely get that there is a full season of skating and a world championship every year. The backlash when a skater is passed over for the Olympic team based on previous results is part of that--the people who are not serious fans have little understanding that these skaters have been competing at all between Olympics.

 

[mysticchic]

I don't see Payton sexy, plus there isn't enough money for him. But yeah, he can do goofy pizza commercials for a racist. Ice dance/dance is marketed for sex and love. Kevin Sorbo, the guy who was Magnum PI and others have been on the covers. Those books are worth a lot of money now a days. Models get 10k or more to model on the covers. just more exposure and it hits a market.

 

[Carolla5501]

I have an idea. When you’re selling tickets you could make it easy to actually click through and buy the tickets. You don’t hide a code somewhere on your page and hope that people can find it to book the tickets. (Yes Detroit I’m talking to you)


Actually I think this is part of the problem, someone in the organization needs to look at things from the view at the casual fan. Not the dedicated determined fan or the skating family and make it accessible and user-friendly. Do things like have an easy one to 2 page exclamation of scoring that you give away as people come in the entrance to an event. If you have something like Ice network radio in the arena, advertise it so people can turn on the app on their cell phone and listen to it and hear what the technical people are telling you. Instead of Rusty and the stupid singing lip-syncher,do something that helps educate the people sitting there who are curious as to why a person A just got a score 10 points below person B even though they really liked person A’s skate a lot better. If you have some people in the seats who are there because your local organizer community sold them a seat and got them there, take advantage of it. Even if you can’t turn them into a life long fan, You don’t want them going home and telling people it was fixed.

 

[overedge]

Actually I think this is part of the problem, someone in the organization needs to look at things from the view at the casual fan. Not the dedicated determined fan or the skating family and make it accessible and user-friendly. Do things like have an easy one to 2 page exclamation of scoring that you give away as people come in the entrance to an event.

At 4Cs one year I brought the diagram for the compulsory dance that was being competed (this was before the short dance was implemented), mostly because it was a dance I hadn't seen in competition before and I wanted to be able to follow it. The people sitting around me - casual fans - were really interested in the diagram, so I went through it with them and explained what the notations meant and what sort of things the judges looked for in scoring compulsory dances. They said they wished that sort of information was in the program so they knew a bit more about what they were watching.

I realize this is a sample size of one, but I think there is huge potential in what you are suggesting.

 

[Yehudi]

First, let’s just acknowledge that the media landscape has changed since the previous skating boom and people’s interests are fragmented.

Second, let’s stop obsessing about trying to prove that skating is a sport. What is the biggest trend right now, that’s gotten all the buzz in sports marketing circles? Esports, which is basically watching people play video games. Its sportiness is much more questionable than skating’syet Barclays sold out for the Overwatch League Finals and MSG sold out when League of Legends was there. When was the last time SOI performed at MSG?

With that said, I think USFSA should be producing lots of content from competitions. Clips of performances should be readily available. And even though their goal is to promote American skaters, it would be in their best interest to promote the good performances of foreign skaters.

 

[Willin]

One thing I really think would help, or that would help casual fans out was something that existed for Vancouver 2010. It was an online fan judging app. Basically, for each skater the official website let you "award" GOE for each performed element as the live event happened (IIRC they used the planned content sheet to for the elements performed). You could then "award" PCS marks. They would then show you what the total score would be based on the marks you gave so you could compare it to the skater's actual marks. I think they should make something like that more permanent - maybe not for everything, but maybe for worlds and national broadcasts. I think it would help engage casual viewers and help them understand IJS more. I also enjoyed doing it to see how good I was at judging!

@overedge ITA. Ice dance is not only like skating with the confusing IJS, but it's even moreso because it's hard for casual fans to see the elements. I think it would be nice if they showed that diagram on TV and explained what it meant (maybe show a clip of each numbered step next to the highlighted diagram and point out the "key points" the judges look for on those patterns).

@Yehudi I wish there was something like USA gym does where everything from podium training to competitions (even those not on TV) are streamed on YouTube for free. That helps people watch everything and see practices. Seeing skating stuff from champs camp would be fun as well.

(Can we please have a Hard Knocks style HBO skating documentary I'd eat that up and it would be interesting and filled with drama)

 

[Japanfan]

If there are 5 brilliant Russian women, why is Russia only allowed to send 3 to Worlds?

Because it's the World Championships, not Russian Nationals. If dominant skating nations were able to gobble up all the spots, smaller skating nations or nations for which the sport is just emerging would be denied spots. The opportunities for someone like Denis Ten or Martinez (the skater from The Philippines) to compete internationally would consequently be limited.

 

[PDilemma]

I don't see Payton sexy, plus there isn't enough money for him. But yeah, he can do goofy pizza commercials for a racist. Ice dance/dance is marketed for sex and love. Kevin Sorbo, the guy who was Magnum PI and others have been on the covers. Those books are worth a lot of money now a days. Models get 10k or more to model on the covers. just more exposure and it hits a market.

Marketing yourself as an actor is way different than marketing athletes. And Tom Selleck (Magnum P.I) worked as a model while in college. Going to take a wild guess that any book cover he was on came from that period not a way to market himself when he was a hot Hollywood star.

I didn't use Peyton as an example because he is (or is not) "sexy". Not the point. The point is that athletes do not market themselves that way. Trading on that for dance or pairs would do the complete opposite of what many of us here think would help the sport: continue to treat it as a soap opera, a niche for women or basically anything but a sport.

 

[mysticchic]

Marketing yourself as an actor is way different than marketing athletes. And Tom Selleck (Magnum P.I) worked as a model while in college. Going to take a wild guess that any book cover he was on came from that period not a way to market himself when he was a hot Hollywood star.

I didn't use Peyton as an example because he is (or is not) "sexy". Not the point. The point is that athletes do not market themselves that way. Trading on that for dance or pairs would do the complete opposite of what many of us here think would help the sport: continue to treat it as a soap opera, a niche for women or basically anything but a sport.

Well, then I will keep my opinions to myself.

 

[ZilphaK]

If the sport will benefit from recognizable stars, give the stars a chance at a long successful career.

I think this is very important, especially for the US where skating isn't on many people's radar. You need names to repeat loud and long.

For events, just hand out tickets -- to scouts, to local charitable organizations, to schools. Just get kids and their families in to see live, high-level events. It may make some fans of the sport, but more importantly, it may get more kids on the ice.

Promote the skaters more. Ugh...I know how tricky this is, because of the pressure this can put on younger skaters. But I'd search out top social media channels (family friendly, ones that aren't horrible, of course) and get skaters on those. Fine Brothers and the React channel. Good Mythical Morning. Smosh. Buzzfeed (maybe).

When Radio Lab did their program on Surya Bonaly, I saw the post EVERYWHERE on my Facebook feed.

The other time I see a huge interest in skating on my non-skating social media -- other than during Olympics and, recently, Nationals (thanks, Twitter!) -- is when there is a viral video of skating that connects to some other huge audience. Jason Brown Riverdance. Jimmy Ma's recent SP. Kevin Reynolds skating to the Cowboy BeBop anime music. Yuri on Ice is huge. People still know Starr Andrews from the Whip My Hair video first; I don't care that she's not national champion (yet), get a kids book out about her now. I saw a bunch of shares of Elladje Balde's Uptown Funk exhibition. And Evgenia's Sailor Moon. I don't know...maybe USFS needs a Skating Jukebox channel, put up weekly challenges to popular songs and then mix master all the uploads to one video. Hashtag the hell out of it.

Maybe do more Learn To Skate challenges on YouTube with stars from other sports or other celebrities, but not "Look how tough skating is" where the guest gets burned, but show them being successful, to some extent.

Dancing on Air is fab. Do that more.

The only really successful skating show out there is Disney On Ice. I know...impossible to form some kind of partnership there. But maybe there's a side-door way to make some connection. The Cirque du Soleil on ice is also huge here, even among non skaters. I've seen clubs doing a lot of events in conjunction. Really, they should be outside in the parking lot handing out free Take a Learn To Skate Class passes to everyone exiting.

I think USFS could be doing more to encourage clubs/rinks to promote figure skating as a cross-training or off-season sport for other sports or for dance. Ice hockey, for sure. Promote the "train to pass the tests -- testing is like getting martial arts belts" of figure skating. SO much potential here for ice hockey. USFS and USA Hockey should be holding hands, pushing skating skills and promoting the hockey skill levels tests. I'd LOVE to see advancement to ice hockey checking levels be contingent on passing 4 or 5 levels of hockey skating and maybe a few levels beyond -- more turns and edge work -- before being allowed in checking leagues, but I know that's a crazy dream. STILL. There are hockey players out there who started in figure skating. Find them. Promote them. I saw non-figure-skating people sharing the video of Jeff Skinner of the Buffalo Sabres; he was Canadian Juvenile bronze medalist in 2004 and I'm pretty sure he had a double axel (maybe?).

I was at an event with a bunch of the Hershey Bears and asked them what's the most important skill hockey players need to be successful, and every one of them said "skating." I don't think any hockey players are necessarily going to become figure skating fans, but lessons in figure skating can help out figure skating coaches, maybe give them the extra income, keep figure skating programs afloat.

Anyway...just some random thoughts on this. ETA: Jeff Skinner video