If You Build It They Won't Come - What is wrong with KU Relays and Rock Chalk?

Start of the men's 10,000 m race on Thursday. There are more participants in the race than there are fans visible on the far side bleachers.

The University of Kansas has one of the best track facilities in the nation. The brand new track and stadium are one of the few truly bright new spots in the country for those sports that are deemed non-revenue. It was arguably built, as much to create a new home for KU Track and Field, as it was to get KU Track and Field out of Memorial Stadium so that KU Football would no longer have the embarrassment of having a track in its marquee venue.  So the oval where greats like Billy Mills and Jim Ryun ran was torn up to appease the gods of pigskin, and the state-of-the-art Rock Chalk Park became the new home of KU's Track and Field. Pieces from the old track at memorial stadium can still be found by runners and walkers on the miles of pathways that were put in behind the new RC Park. The paths are mainly ground asphalt and are a fun, forgiving surface. On the eastern paths, one can encounter rubberized track surface (some pieces quite large) incorporated into the mix. 

So, with a brand new stadium and a women's team that had won a national championship (and had also had a recent Olympic gold medalist), the thought was T&F meets would become big events. And none would be bigger than the KU Relays. 

In the two years since the Relays moved to the new stadium, attendance has seemed dismal.  I don't have access to the numbers, but if you look at any photos, you will see a dearth of fans and a plethora of empty seats and bleachers. In 2014, the first year RC Park opened, there were more people (though still not many) because the novelty of the new facility coupled with free admission drew the curious in. On the evenings I was there at the 2014 relays, more people seemed to be checking out the facility than the events taking place therein. 

So why doesn't the spectacular new venue draw crowds? It's a bit of a head scratcher until you look a bit below the surface - and this explanation might take a little time, so bear with me. On Thursday evening, I went with my friend, Ann, to the stadium to watch the men's and women's steeplechase, and then the 5,000 and 10,000 m races. We figured that we were in for a three-hour treat, watching top college racing in perfect weather under the lights. When we arrived, it seemed as if we were two of perhaps 20 actual fans in the stadium. I am not exaggerating. Everyone else in the park looked to be a participant, a relative of a participant, or an official. Honestly, it was a little shocking. We were able to find seats with backs (in the normally expensive section), 4 rows up directly in front of the finish line. That is the equivalent of have 50 yard line seats behind the bench at a football game. And we had simply walked in on a free night. Free - as in there was no charge. And it wasn't as if there weren't a lot of other seats to choose from. We could've, for instance, had the same seats in rows 2 or 3 as well. Seriously, WTF?

As we watched the races, it dawned on us that KU didn't seem to be competing at its own relays. There were 1 or 2 runners from the school in each event. But they weren't the school's top runners. And in one case, the KU runner actually dropped out of the race after pacing another runner who was trying to set a meet record in the 10,000 m. 

So why wasn't KU seemingly competing in its namesake event? It was because there was a new format this year. Instead of competing in what we thought were the KU Relays, KU had set up a KU Relays Quadrangular to run (basically) simultaneously with the (other?) KU Relays. The teams invited to the quadrangular were Colorado State, Kansas State, and Purdue. On Thursday night as teams from mostly smaller schools competed - some exceptionally well - runners from the schools in the quadrangular mainly eschewed these races. It was odd and kind of sad, really. The smaller schools, if invited to compete, should be allowed to race against the top competition available. They train just as hard. And, in some cases, I would bet there are athletes from these schools that would rival many from the larger universities. But the smaller schools weren't included. And that is too bad, because it sets up a two-tiered system. The fans don't see a meet where the champions have faced all comers. Instead, there is an all-inclusive meet that is mainly shunned by the top schools, and then there is the 4-way elite meet. While this may be the trend in T&F, in my mind, it goes against the idea of showing who really is the fastest runner, or who can throw or jump the farthest on a given day. It is too bad, and the KU Relays would be much better if they went back to their traditional system. 

Aside from the strangeness of having basically 2 college relays going on, there are several other factors that work against the KU Relays. First and foremost is local media. The lamentations in the local press about what has happened to the relays (see today's "Saturday's Column" in the LJW) is a little hard to stomach. Sports, all sports, rely on media coverage. And track and field (and related sports like cross country) receive so little coverage in this football and basketball town that it is almost laughable. The local media should treat KU Track and Field like it did in the heyday of the Relays. And KU sports marketing should up their game as well. The school has a top coach, a top women's team, a solid men's team, and a world class facility. Why aren't more events scheduled? Why aren't more articles written? Why aren't more Big 12 teams being brought in for the KU Relays (quadrangular or otherwise)? Why were tickets being sold for Friday and (the soon-to-be-cancelled) Saturday, with no mention of the other events that were going on for FREE on Wednesday or Thursday? 

In my mind, KU Track and Field and Rock Chalk Park, truly stand on the brink of being great. But there needs to be much better media coverage throughout the year, combined with good scheduling, booking premier talent, and a concerted, targeted sports marketing plan that is designed to bring attention to the facility and the fantastic athletes who compete there. 

Just think how many people might show up for an autograph signing by some of KU's former greats and current coaches and athletes. Maybe hold a 5k run on the trails behind the stadium during one of Relay days. The first 400 meters could be around the wonderful track. Race entries would include admission to the Relays - bringing in real runners and fans. Or, additionally, make Relay passes part of the entry fee for participants in the Dr. Bob run at Rim Rock Farms (KU's cross country course). That would help keep the Relays in people's minds throughout the year - or as part of the KS Half Marathon or other local or regional races. Basically, what I'm suggesting is cross-market the Relays to its natural fan-base. 

I want to see KU Relays as well as KU Track and Field and KU Cross Country thrive in their new environment. But for that to fully happen, media and marketing need to improve dramatically.

5,000 m Women's Race. The only thing missing is the crowd.