News Summary
The UCLA Athletic Department is dealing with a $219.5 million deficit over six years and anticipates a $51.8 million shortfall for the next fiscal year. To address these issues, they have appointed Daniel Cruz as the new deputy athletics director and chief revenue officer. Key strategies include a partnership with Elevate for ticket operations, the introduction of dynamic pricing for fans, and facility upgrades at the Rose Bowl and Pauley Pavilion. The department is also exploring new revenue streams, particularly after joining the Big Ten Conference, while focusing on enhancing the overall fan experience.
Los Angeles – The UCLA Athletic Department is grappling with a staggering deficit of $219.5 million over the past six years and is facing a projected shortfall of $51.8 million for the 2024 fiscal year. To combat this financial crisis, the department has appointed Daniel Cruz, who has transitioned from Disney, as the new deputy athletics director and chief revenue officer.
Cruz has been tasked with innovating the athletic operations to address the ongoing financial challenges. One of the significant changes includes partnering with Elevate, a company that will take over ticket operations. The switch aims to modernize ticket sales and build a comprehensive customer database for more effective marketing strategies. By partnering with Elevate, UCLA hopes to manage both primary and secondary ticket sales, which will help in preventing unauthorized brokers from devaluing tickets.
In an effort to alleviate fan concerns regarding high ticket prices, dynamic pricing is being introduced. This pricing strategy will allow some game tickets to become more affordable, responding to previous complaints from fans. Furthermore, a new field-level club is set to open by the 2026 season at the Rose Bowl, which will feature a restaurant-bar setup and will accommodate 1,200 premium seats.
The costs for this construction, estimated at $20 million, will be absorbed by the Rose Bowl while UCLA retains the profits from premium seating tickets. In addition to these seating enhancements, UCLA is exploring additional revenue sources by hosting concerts and events at the Rose Bowl, utilizing a large stage for pregame festivities.
To improve the fan experience, upgrades to the Rose Bowl facility are currently underway, including improved seating arrangements and new videoboard installations. Plans for revitalizing Pauley Pavilion include a new courtside donor lounge, aimed at providing a more upscale experience for high-tier donors. Discussions are also focused on revamping the Pavilion Club to cater better to young alumni and create diverse viewing atmospheres.
Additionally, Cruz plans to adjust seating configurations in Pauley Pavilion to highlight student sections during broadcasts in response to ongoing fan feedback. The department is also strategizing to enhance in-game experiences by reducing downtime during timeouts, thereby increasing energy during critical game moments. In a move to improve fan engagement and satisfaction, marketing personnel are being transitioned into roles as fan experience specialists.
On the sponsorship front, UCLA has entered into new advertising campaigns featuring student-athletes, such as star center Lauren Betts promoting La Victoria salsa. Furthermore, the university is expecting an annual distribution of approximately $75 million from the Big Ten Conference, marking a significant increase in revenue compared to previous years under the Pac-12.
In the last fiscal year, the university provided $30 million in direct support to the athletic department, reflecting efforts to stabilize its finances. Moreover, the anticipated revenue sharing of approximately $23 million per year with athletes due to the recent House settlement with the NCAA presents further financial relief.
However, the department still faces challenges, including a lack of suite and premium seating revenues at the Rose Bowl, attributed to the terms of UCLA’s lease agreement. Moving to the Big Ten presents a competitive landscape that necessitates the exploration of new revenue channels, particularly as media rights and operational expenses continue to climb.
UCLA’s comprehensive strategy to navigate its financial crisis is a multifaceted approach aimed at reestablishing stability within the athletic department amidst a transformative landscape for college sports.
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Additional Resources
- Los Angeles Times: Bob Myers Questions UCLA Athletics Finances
- Los Angeles Times: UCLA Athletic Department Finances
- Washington Post: NIL Money Deals in College Sports
- Wikipedia: UCLA Bruins
- Encyclopedia Britannica: College Sports
