Final Report: Shooting for Sustainable Athletic Success

Bridging the gap between sustainability and athletics at UNM

Caitlin Pace

SUST 499

Spring 2014 Bruce Milne

ABSTRACT

I had a table at one of one UNM Women’s Basketball game during the 2013-14 season

and distributed an sustainability interest survey to game attendees. To supplement the survey

distribution at the game I also used social media to distribute the survey to more fans of other

sports. Following The Pit Arena renovation, the facility has noted 47.3% water savings via the

installation of low flow plumbing fixtures inside locker rooms and public restrooms.

Additionally, landscaping uses native, and climate-adapted plants, 20% of structural and

architectural material was recycled, and 21% of materials used regional components. High

performance windows allow for decreased interior lighting (Figure 10), and bicycle racks and

public transportation provide two alternative methods for fans to attend games. I beg the question

“With Lobo Athletics leading the way, can the fans that show passion for their basketball team

rise to the challenge and be passionate in sustainability?” What I accomplished throughout this

project was the preliminary step necessary to take to build a relationship between Lobo Athletics

and the UNM Sustainability Studies Program. I used social media heavily to distribute my

survey. Social media was my primary outlet for survey distribution for two reasons (1) Cost

efficiency; and (2) While I spoke with several fans at the game not all of them took the took the

survey. A lot more people whom got my survey via social media actually turned around and took

it. Ultimately I wanted to take this first step towards establishing a lasting partnership between

the Sustainability Studies Program and Lobo Athletics, so that sustainability events can occur in

the future. Lobo Athletics could eventually attain hosting all zero waste games or other

sustainability themed events involving the community and the athletes. The information I have

gathered in this project provides the necessary data to take action in the future.

INTRODUCTION

Collective efficacy refers to a shared belief of a group. Collective efficacy is driven by

individuals having knowledge and skills, opportunities for collaboration, visible results, and

decision making power. The more collective efficacy a group has the more effective they will be

in reaching their goal. Research shows “the impact of group goals on performance has mirrored

literature on individual goal-setting” (Greenlees et al. 2000). If the University of New Mexico

athletic department could put sustainability on their agenda, they could build collective efficacy

and lead campaigns such as hosting and supporting local businesses, zero waste projects, and

providing more information to the community on green building or public transportation options.

Recently sports and sustainability have crossed paths. “As environmental issues are

integrated into strategic planning processes in sport organizations, sport managers must become

more knowledgeable about environmental issues to balance (and satisfy) competing stakeholder

requirements” (Casper et al. 2012). Athletic department stakeholders include everyone from

coaches, athletes, game sponsors, media outlets, and fans. Casper points out that there must be a

relationship between the university as a whole and the athletics department in terms of

sustainability success. Other scholars indicate “sport is not immune to the contemporary

responsibilities of protecting the natural environment,” (Mallen et al. 2011). Mallen states that

“sports facilities, events, activities, and the manufacture of sporting goods have an impact on the

environment.” This shows a further importance as to why it is vital for an athletic department to

do all it can to achieve sustainable measures.

Through initial observation, The University of New Mexico lacks this relationship. The

university as a whole is making strides towards sustainability, but the athletic department has

taken minimal action in this area. “The communication channels (and processes) between the

two are important because athletics is one of the marketing/community outreach elements of a

college or university, perhaps even the most high profile one available” (Casper et al. 2012).

Ranking in the top 20 for Division I Men’s Basketball attendance (Table 1), this is easily one of

the largest markets one could reach at the University of New Mexico. The second point Casper

makes is that student-athletes must play a role in sustainability. High profile basketball team

members would be fitting leaders in the movement toward sustainability on campus and in the

community.

A sports facility is not required to implement any sustainable building efforts

(Porteshawver, 2009). However, the Pit Arena Case Study from Design Balance LLC,

documents how the recent Pit renovation was done with the environment in mind. “Due to its

popularity, the design team sought to improve the facility without sacrificing the atmosphere

UNM fans have come to love.” The case study provides a detailed list of green features

following the renovation, but was not made widely known to the public following the renovation.

The Pit even displays a plaque of LEED Silver certification, but tucked in a corner, unlikely

many people take time to notice it (Figure 9). How can Lobo Athletics be sustainability leaders if

nobody knows what they have done so far?

Exposure to a product is maximized by reaching the largest market possible. UNM

men’s basketball and other sports events would be the prime outlet to reach a large audience and

educate attendees on sustainability. Strategic leveraging through sporting events is an existing

concept with vast benefits. Respondents of a focus group done by Nico Schulenkorf and Deborah

Edwards, “suggested a combination of large-scale events and the development of regular sport

programs to sustain the social outcomes of intercommunity encounters,” (Schulenkorf and

Edwards, 2012)

My project took the first step in the development of a lasting relationship between the

UNM Sustainability Studies Program and Lobo Athletics.

Problem Statement –There is a disconnect between Lobo Athletics and overall

sustainability efforts by the University of New Mexico, thereby creating an opportunity cost that

lowers the potential to address sustainability problems.

Solution Statement –Through a community outreach event at a UNM Women’s

Basketball game, I distributed a survey to see what sustainability topics fans are interested in.

Fans bring the revenue for these types of events to take place. I realized having a major event as I

had originally planned, would be too costly, so I narrowed down the scope to a more feasible

event. Although I didn’t accomplish what I originally hoped to accomplish with this project, I

have collected usable data on what fans are interested in and what they would be willing to pay

money to see.

Through the course of this project, I was able to do some marketing for the UNM

Sustainability Studies Program within the UNM athletic community. I incorporated methods of

advertising and marketing I have studied through Strategic Communication such as social media

marketing. Research shows print-based marketing efforts to reach a college demographic do not

always show effectiveness. These mediums can be costly and environmentally wasteful. (Bayne

and Cianfrone, 2013). Social media marketing is a cost-effective way to reach a large audience.

This proved to be true in my experience, as I distributed more surveys and saw more success

through social media.

METHODS

Completed Activities

Project Planning –August –October 2013

Present a sustainability topic at a Lobo basketball game

Initial Inquiry –October–November 2013

Initial request for halftime pitch

Accepted concourse tabling offer

Project Plan II –December 2013 –March 2014

Take project one step back

Market research and analysis of fans to determine where and how they

spend their money as it relates to athletics and sustainability

Results that could be used for future event planning or additional research

Event Deliverables –January –April 2014

Created survey –online and print methods

Purchased materials –pens, candy, table covering

Event –March 1, 2014

Data Analysis –March –April 2014

Enter paper survey responses to be calculated electronically

Produce Excel graphs

Translate graphs to result statements

Package information

RESULTS

Survey Results

78% of respondents were either season ticket holders or single game attendees as

opposed to students, meaning they pay for their tickets and generate revenue (Figure 1).

UNM students receive free tickets, but pay toward athletics through student fees.

61% of fans attend Men’s and Women’s basketball games. Men’s and women’s

basketball is more frequently attended than other athletic events, so as discussed,

basketball is the best market to target within Lobo Athletics (Figure 2).

72% of respondents feel it is very important that athletes serve as leaders in their

community (Figure 3).

Some sustainability themes respondents were most commonly interested in included

supporting local business, green building, and recycling and waste (Figure 4).

61% of respondents said they were somewhat likely to spend more money on a product

or service knowing it is more sustainable than its competitors (Figure 5). If Lobo

Athletics hosted a sustainable theme game or special event, some fans would be

somewhat willing to pay a slightly increased ticket fee to fund it.

Consistent with Table 4, respondents said they would be most interested in UNM hosting

a local business night at an athletic event (Figure 6). Zero waste games were also

something people would like to see more of. Information about solar power was also

popular with respondents and could be a part of green building information.

DISCUSSION

At the start of this project I proposed an event to spend time at halftime of a UNM Men’s

Basketball game and educate game attendees. In the case of Lobo Athletics being unable to grant

my request, I asked for any suggestions Lobo Athletics could give me to work toward my goal

for the project –developing a partnership between Lobo Athletics and the Sustainability Studies

Program. After contacting a few people within Lobo Athletics I was informed by Brad Hutchins,

Associate Athletic Director of Marketing and Revenue, that I would not be able to speak at

halftime –as this time was already allotted for messages and activities from game sponsors.

Hutchins informed me I could have an information table in the concourse at a UNM Men’s

Basketball game instead.

Although this was not the original idea I had for the project, I accepted this alternative. It

made me start thinking along the lines of a survey and getting some presentable and useable data

out of this project rather than presenting information to people but not really having any way to

assess the success.

Unfortunately that was not the end of the hurdles with this project. I was contacted about a

month before my event that they had overbooked tables at men’s basketball games. They were

still able to offer me a table at a women’s game. At that point in the project I had to accept yet

another alternative and work with it. Ultimately I don’t think being at a men’s game would have

been any different, because the Lobo Men’s Basketball team was ranked and playing really well

–people wanted to watch their games. Whereas the Lobo Women’s Basketball team faced a

slump this season and caused many fans to not be very interested in watching the game. I felt

like I got to interact more with fans because they weren’t as drawn to the game (Figure 8). I also

used social media to distribute the surveys to people who attend other sports.

In the survey I distributed, I found that several fans expressed the necessity for more

awareness of sustainable initiatives Lobo Athletics is taking. This was compatible with notion

that information involving sustainability projects, such as the Pit renovation, were not made

easily accessible to the public. In the future, I think any action that is being taken should be

publicized more.

The survey showed some sustainability themes people were most interested in included

supporting local business, zero waste, and information on green building and solar power.

Currently, many large chain businesses sponsor athletic events, so even more local businesses

could get on board in sponsoring athletics, and in turn be given exposure at games.

In 2011, UNM Volleyball player Kelly Williamson organized a green game at Johnson

Center. From her success in bringing sustainability efforts to this sport, in addition to the

willingness of fans seen in my data, other sports could have similar success. Ohio Stadium home

of the Ohio State University Buckeyes is the largest stadium in the country to attempt a zero

waste project. This campaign has successfully been able to divert 90%+ waste material out of

landfills to recycling and compost. If Ohio State can achieve such success, University Stadium,

small in comparison could certainly do the same.

A final area that people I talked to were interested in was green building, especially

home projects including installing solar panels. This could provide a gateway to local solar

installation businesses or even other student projects in the future to be able to market their

surveys at athletic events.

Overall I think this project not only confirmed my belief that Lobo Athletics was lacking

in sustainable efforts, but also showed in what areas they could expand in for the future.

LITERATURE CITED

Bayne, K.S., & Cianfrone, B.A. (2013). The Effectiveness of Social Media Marketing: The Impact of Facebook Status Updates on a Campus Recreation Event. Recreational Sports

Journal, 37(2), 147-159. Casper, J., Pfahl, M., McSherry, M. (2012). Athletics Department Awareness and Action

Regarding the Environment: A Study of NCAA Athletics Department Sustainability Practices. Journal of Sport Management, 26(1), 11-29.

Greenlees, I. I., Graydon, J. J. & Maynard, I.I. (2000). The Impact of Individual Efficacy Beliefs On Group Goal Selection and Group Goal Commitment. Journal of Sports Sciences,

18(6), 451-459.

Mallen, C., Stevens, J., & Adams, L. (n.d) A Content Analysis of Environmental Sustainability Research in a Sport-Related Journal Sample. Journal of Sport Management, 25(3), 240 256.

Porteshawver, A.B. (2009). Green Sports Facilities: Why Adopting New Green-Building Policies

Will Improve The Environment and the Community. Marquette Sports Law Review, 20:241.

Schulenkorf, N., & Edwards, D. (2012). Maximizing Positive Social Impacts: Strategies for Sustaining and Leveraging the Benefits of Intercommunity Sport Events in Divided

Societies. Journal of Sport Management, 26(5), 379-390.

TABLES & FIGURES

Table 1. 2013 NCAA Division 1 Men’s Basketball Attendance Numbers

Rank School Home Games In the

Season

Average Attendance/

Game

1. Kentucky 18 23,099

2. Syracuse 19 22,439

3. Louisville 16 21,571

4. North Carolina 16 19,350

5. Indiana 19 17,412

6. Creighton 17 17,155

7. Wisconsin 18 16,843

8. Tennessee 17 16,635

9. Ohio St. 18 16,524

10. Kansas 18 16,438

11. Memphis 18 16,336

12. North Carolina St. 17 16,299

13. BYU 18 15,986

14. UNLV 22 15,196

15. Marquette 16 15,033

16. New Mexico 16 15,022

17. Illinois 17 15,013

18. Michigan St. 18 14,341

19. Arizona 16 14,157

20. Arkansas 19 13,750

28%

50%

22%

Which of the Following Best Describes You?

Season Ticket Holder Single Game Attendee Student

61.11%

61.11%

50.00%

11.11%

11.11%

5.56%

Men's Basketball

Women's Basketball

Football

Tennis

Baseball & Softball

Volleyball

0.00% 50.00% 100.00%

Which of the Following Athletic Events Do You Attend Most Frequently?

Men's Basketball

Women'sBasketballFootball

Tennis

Baseball &SoftballVolleyball

Figure 1

Figure 2

72.22%

27.78%

0.00%

0.00% 20.00% 40.00% 60.00% 80.00%

Very Important

Somewhat Important

Not Important

How Important Do You Think it is that Athletes and Athletic Programs Serve as

Community Leaders?

Very Important

SomewhatImportant

Not Important

0% 50% 100%

Water Conservation

Public Transportation

Recycling and Waste

Health and Wellbeing

Green Building

Supporting Local Business

Rank the Following Sustainability Issues in Order of Importance

1 -LeastImportant2

3

4

5

6 -MostImportant

Figure 3

Figure 4

27.78%

61.11%

5.56%5.56%

How Likely Are You to Spend More Money on a Product or Service Knowing it is More

Sustainable Than Competitors?

Very Likely

Somewhat Likely

Not At All Likely

Depends on theProduct/Service

27.78%

33.33%11.11%

11.11%

22.22%

Which of the Following Events Would You Be Most Interested in at an Athletic Event?

Zero Waste Game

Local Business Night

Carpool Initiatives

Water ConservationChallenge

Solar Power Information

Figure 5

Figure 6

0.00%

38.89%

27.78%

11.11%

22.22%

What is Your Age?

17 or Younger

18-25

26-40

41-59

60 and older

Figure 7

Figure 8 –Fans seen taking the survey in print form at a UNM women’s basketball game

Figure 9 –U.S. Green Building Council presented the Pit LEED Silver certification following its

renovation

Figure 10 – Large windows throughout the main entry and concourse minimize necessity for

interior lighting during daytime games