Straight from His Inbox: Five Questions with Chris Del Conte
We're talking all things Attendance, Atmosphere & Brand with the University of Texas Vice President and Athletics Director Chris Del Conte.
Mike: What has been the biggest change in sports branding that you’ve seen from your start in the industry until now?
Chris: I don’t think anything has really changed. The biggest change is that sports and brands have become more globalized. The advent of the internet and the globalization of the country has allowed brands to reach an expanded and larger audience.
Mike: In your eyes, what is the perfect gameday driveway-to-driveway experience for fans?
Chris: The gameday experience is unique to everyone. It all depends on who you are and what your family’s traditions may be. Here at the University of Texas, we have our own events and traditions. But again, how you celebrate that is unique to you. Tailgating and pregame are different for every family. If you think about it, even the food and the institution’s location makes an impact. For example, the University of Washington has a tailgating experience on docks right on the water. However, if you go to the University of Tennessee, the experience is completely different. Gameday truly is unique to the region. Every person and every family has their own “perfect gameday experience.”
Mike: In today’s world, what inspires someone to attend a sporting event?
Chris: Are you a student? Are you an alumnus? Are you a former letterwinner? There are many factors as to why someone would attend a sporting event. Each person has their own motive to attend a game. At the University of Texas, a sporting event is the front porch of the university. We invite our students, donors, alumni, and fans to celebrate our traditions and culture. It’s more than just about the game itself but all things revolve around it. We are here to showcase and celebrate the entire university.
Mike: Many people say, “Chris Del Conte put the T back in Texas.” What was the biggest key to learning and embracing UT despite not being an alumnus?
Chris: When you take a job, it’s imperative that you look, listen, and learn. I was at TCU for 10 years, so I understood what the University of Texas was. However, I spent many months learning about what it meant to be a part of the culture and fabric here at the University of Texas. We have six times a year to welcome 100,000 people onto campus. Those visitors, donors, and students are here to celebrate the entire university. Each person celebrates differently. Each person has a different meaning of “What does Texas mean to you?” We are here to celebrate all those people and all of Texas.
Mike: How do you prioritize your goals and objectives during your first 30-60 days on the job? Are these goals and objectives influenced by the institution or do they remain the same regardless of the stop?
Chris: For the first 30-60-90 days, the goal was simple: Look, listen, and learn. I spent more time listening than anything. As an Athletic Director, you need to be the wind beneath the wings. Here at the University of Texas, we have a reverse pyramid. I’m at the bottom. Executive staff, administrators, coaches, and then our student-athletes are at the top. This is the case because we are here to serve our student-athletes. During my first 100 days, I had to learn about the culture. The following 100 days were spent strategically planning how I can incorporate myself into that culture. I met with every staff member to learn about their strengths and weaknesses. I even presented to my staff on my findings including how we currently succeed and how we can improve. Once I looked, listened, and learned, we took all the coalescing thoughts and developed them into a strategic plan to benefit the entire department. It’s all about “we.”
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