January 2005 NCAA Executive Committee Supplement No. 11

NCAA Centennial: Celebrating 100 Years of the Student-Athlete

Mission: To commemorate 100 years of intercollegiate athletics, focusing on 100 years of the student-athlete, in a manner that honors the past, highlights the advocacy and reform initiatives of the present and provides a look into the future. Illustrate the breadth and depth of the Association and share the role it has within higher education and intercollegiate athletics to the general public, media, external stakeholders and the Association’s members.

Objectives:

· Increase the public understanding of and confidence in the integrity of intercollegiate athletics and the connection to higher education.

· Increase awareness of and advocacy for the positive values of intercollegiate athletics among the media, the public and within the membership.

· Activate the NCAA Centennial celebration as a platform to amplify the Association’s commitment to and focus on the student-athlete. This serves to provide “evidence” that educates the general public, media, and membership of the value of intercollegiate athletics and the role it plays, has played and will continue to play in society.

Following the direction received from the Executive Committee at the January 2004 meeting, a cross-functional team of national office staff has continued with the planning process for the NCAA Centennial Celebration with regular reports scheduled to the Executive Committee. The Executive Committee approved a total budget of $2.5 million and proposed funding from year-end moneys, if available, in the following years, FY 02-03, $1,000,000; FY 03-04, $750,000; FY 04-05, $750,000. See attachment for a summary of the proposed budgeted items.

Commemorative book/Student Athlete Memento - $215,000: A commemorative coffee table book that will highlight 100 years of the NCAA, with an emphasis on the past 25 years, is currently being authored by Joe Crowley. The book will be distributed to all student-athletes competing in NCAA Championships (January 2006-December 2006), registered delegates at the 2006 NCAA Convention, and selected NCAA stakeholders (e.g. campus and conference officials, broadcast partner officials, Corporate Champion and Partner officials and national office staff). Expenses include research, author’s fees, printing, layout and design.

Key dates:

March 2005- manuscript to be completed.

September 2005 -editing and design to be complete.

January 2006 - books distributed.

Development of master database - $50,000: A master database is under development and will include former Honors, Walter Byers, Woman of the Year honorees, Leadership Advisory Board, past NCAA Presidents, etc. This will provide a foundation for tracking and communicating with these invaluable resources for 2006 and beyond. This living evidence of student-athlete excellence will be strategically used (e.g., appearances at championships, participation in clinics, guest speakers at special events) for Centennial events and in future years.

A “relationship program” between the national office and the former honorees will begin in 2005 as staff locates and seeks permission to add these individuals to the database. Guidelines and processes for accessing the database will be developed in 2004-05 in order to effectively manage the requests to those in the database. Expenses include printing, postage, commemorative keepsake for former honorees, and data processing/management.

Key dates:

January 2005 – contact of former honorees begins.

March 2005 – majority of former honorees invited to participate at the 2006 Convention are confirmed.

Ongoing – invitations for selected former honorees to participate in 2006 Centennial activities

nationwide.

Logo/Look/Venue recognition/licensing $30,000: This area covers the development and implementation of the NCAA Centennial logo as it relates to championship venues, NCAA signage and uses by NCAA official equipment suppliers and licensees. Expenses include development of logo, addition of Centennial logo to NCAA championship trophies for championships held January 2006 – December 2006.

Key dates:

March 2005 – complete official supplier and licensee plan supporting the NCAA Centennial.

April 2005 – finalize location and expense for adding Centennial logo to championship trophies.

NCAA Convention - Key Figures – $120,000: The 2006 NCAA Convention will start the official celebration. Selected former Theodore Roosevelt Award and Silver Anniversary Award honorees and key figures from the past will be invited to participate in forums, panel discussions and the Honors Program. Convention programming will consist of discussions on current issues and reflections on moments in NCAA history that significantly affected student-athletes (e.g. 25^th Anniversary of women’s championships).

New item: staff is pursuing an academic conference on the two days leading up to the 2006 Convention that examine the overall value of intercollegiate sport in higher education in the United States. This academic enterprise would help demonstrate the cultural and historical significance of collegiate athletics within the context of higher education.

Expenses include travel for thirty-five honorees and one guest, thank you gifts and room amenities for the honorees, transportation, security, and printing as well as the cost related to the hosting of the academic conference.

Key dates:

January 2005 – determine final objectives and topics for the academic conference and determine

timeline of activities.

March/April 2005 – have commitments from former honorees and other key individuals to par-

ticipate in 2006 Convention programming.

April 2005 – finalize majority of topics for 2006 Convention programming.

NCAA Convention Video interviews – $40,000: General programming for the Convention will include discussions on current issues and reflections on moments in NCAA history that significantly affected student-athletes or the Association and sessions will be taped. Staff will arrange interviews for the high-profile individuals with the media and for internal use. Programming captured on video may be used for web applications, etc. Expenses include production costs and editing. Scheduling and logistics will be coordinated with 2006 Convention programming.

NCAA Honors program enhancements - $200,000: The Honors program is combined with delegate’s reception and held in historic theatre with seating for 3,800. The format of the event is changed to a stage presentation without a plated dinner. This will allow an expanded program that is television/media friendly. A reception will be held prior to the program. General public will be included in the audience. Expenses include facility rental, theater staff/security/maintenance costs, enhanced video production, printing, transportation, emcee fees, enhanced production and staging.

Key dates:

March 2005 – finalize emcee and supporting assistance (e.g. use former honorees to emcee and

present).

June 2005 – finalize commitment of broadcast partner for program enhancements.

NCAA Convention special exhibits - $200,000: The creation of a one-of-kind photo mosaic, using 1,500 plus pictures, will be the primary exhibit platform to commemorate the NCAA Centennial, 25 year anniversary of women’s championships and the thirty-nine charter members of the NCAA. The exhibit would be unveiled during the 2006 Convention.

The cost of providing a smaller scale version of the NCAA Centennial photo mosaic to each member institution and conference is being researched. There are multiple applications for the photo mosaic (e.g. print ads, highly interactive uses of the photo mosaic at selected championships/venues, website presence). The photo mosaic will include all institutions and conferences, selected individuals and key moments in the history of the Association. Expenses include exhibit infrastructure costs, creation of the photo mosaic, printing, signage and banners, facility security and cleaning, and transportation.

Key dates:

February 2005 – call to membership for photographs for the photo mosaic.

July 2005 – selection of photos complete.

October 2005 – photo mosaic complete.

January 2006 – photo mosaic unveiled during 2006 Convention.

NCAA signage for Indianapolis – $20,000: Street pole banners and building banners commemorating the Centennial Celebration will be displayed in downtown Indianapolis during the NCAA Convention and at other appropriate times throughout 2006. Expenses include design, material and printing. Project will be coordinated with other elements of NCAA Centennial planning.

Centennial activation kit - $200,000: Member institutions, conferences and affiliate members will have items such as signage, shell print ads and radio and television ads made available to them for use. The reach will extend beyond the athletic department to encompass more of the university and surrounding community. Expenses include materials, design, production and shipping.

Key dates:

January/February 2005 – determine components to be made available and at what quantity and

communicate to membership the process for activation.

June 2005 – begin fulfilling requests.

NCAA championships-related activation - $200,000: Working in conjunction with the championships anniversaries team to maximize resources, all NCAA championships will play a role in the Centennial celebration. Special ancillary events will be held in conjunction with selected championships throughout 2006 as well as the use of speakers (e.g. former NCAA honorees and Leadership Advisory Board members) for student-athlete salute functions. Expenses include uniform patches, production and talent for ancillary events, video, printing, transportation, and shipping.

Key dates:

February/March 2005 – select sites to activate.

March 2005 – commit staff resources to planning process, working with stakeholders for sites

selected.

Media opportunities - $550,000: Staff has had encouraging meetings with ESPN regarding concepts such as co-production of new NCAA programming (e.g. a documentary or multi-part series, NCAA Centennial moments to run in-broadcast of NCAA championships as well as other programming, potential print and online support). As of November 2004, CBS has not indicated an interest in co-producing any new programming. Staff will work with NCAA broadcast partners to fully utilize existing platforms (e.g. NCAA On Campus, CBS Seasonal Show) to feature vignettes that highlight Centennial moments. Expenses include creative and production.

Key date:

February 2005 – finalize broadcast partner(s) commitment to activation.

Community - $135,000: The definition of “community” extends beyond Indianapolis and encompasses the nation.

There are several components of this effort. First, the NCAA Hall of Champions will develop traveling history trunks, cases filled with historical facts and educational items that can be shipped to teachers as part of their history curriculum. Another piece includes the launching of a comprehensive community service campaign that encompasses campus and civic communities across the country in a coordinated fashion. And the third component is the enhancement of existing traveling displays that educate the general public on the NCAA and its role in higher education and intercollegiate athletics that will be displayed at high profile locations across the country.

In the fall of the 2006 Centennial year, the NCAA will host events in Indianapolis (e.g. youth clinics, former student-athlete speakers at local schools) in conjunction with the annual Woman of the Year celebration that utilizes the NCAA Hall of Champions.

A postal slug commemorating the Centennial will be used for outbound national office mail. Expenses include materials, printing, shipping, technology enhancements, and video.

Key dates:

March 2005 – determine contents of traveling trunks and coordinate with Hall of Champions

planned exhibit(s) commemorating the NCAA Centennial.

March/April 2005 – finalize approach for the NCAA community outreach plan.

March 2005 – finalize enhancements for NCAA traveling exhibits.

April 2005 – finalize ancillary events to be held in Fall 2006 in conjunction with Woman of the

Year.

June 2005 – finalize sites for NCAA traveling exhibits for 2006.

November/December 2005 – begin posting national office outgoing mail with Centennial post-

age slug.

NCAA nationwide legacy program - $440,000: The NCAA will identify one site from each of the 88 championships and develop a legacy program that makes a contribution to the local community in conjunction with the host institution, broadcast partners and/or corporate champions, providing evidence and raising awareness that the NCAA is more than just athletics (e.g., contribution to local school system, donation to community charity, scholarship program).