In April, the presidents and chancellors of the seven other universities in the conference (Miami, Boston College, Pittsburgh, Rutgers, Virginia Tech, West Virginia and Syracuse) voted to discontinue Temple's Big East membership effective June 30, 2002.
Big East Commissioner Michael Tranghese said the decision was based on the failure of Temple's program to meet the minimum criteria related to attendance, stadium facilities and scheduling.
Whether this year's marketing blitz and season-ticket sales will be enough to save the football team's place in the Big East remains a question mark.
John Paquette, the Big East's associate commissioner for communications, declined to comment on the issue. "The only thing I can say is discussions are ongoing between Mike Tranghese and Temple. I can't say anything more at this point," he said.
If Temple is kicked out of the Big East, its football team would be left to either compete as an independent team or join a less lucrative league that doesn't have automatic ties to major bowl games. (Temple's other sports teams compete in different conferences.)
Recalling the Big East announcement in April, O'Brien said, "That was not a great day for Temple football, but it could end up being one of the most important galvanizing moments in Temple football history. Everybody stepped up to the plate."
Along those lines, the university adopted a resolution declaring that Temple would remain committed to playing Division IA football. The coach, his assistants and all the players stayed put when they could have used the controversy as a reason to go elsewhere. And the alumni bought tickets.
O'Brien, who came to Temple in 1995, said one of the Big East's membership criteria is average attendance at 25,000. Temple also believes it needs to average between 25,000 and 35,000 fans per game to make the football program economically viable in the long run.
Back in 1995, Temple was averaging just 4,000 fans per games. By 1997, that figure had climbed to 9,200. Last year, average attendance was 18,700.
"What we've tried to do since I came here is build the program in a methodical and sustainable way," O'Brien said.
The university embarked on a five-part plan to revitalize the program. One of the first steps taken in 1996 was redesigning the school's owl logo.
"The 1996 owl was passive, wise -- an all-seeing and all-knowing incarnation," O'Brien said. "That might be great for the academic world, but it didn't do a lot for selling merchandise or inspiring an aggressive attitude for your football team."
A New York design firm was brought in to create a new, more aggressive owl that is now featured on football uniforms and related sports apparel.
Students and fans took to the new design, boosting the university's revenues from its share of apparel sales to more than $100,000 last year from about $25,000 in 1996.
Temple also sought to improve the quality of the team by identifying the right coach and improving training facilities. Bobby Wallace, who won three national championships at Division II University of North Alabama, was brought in as head coach in 1997. Temple also upgraded its training facilities last season, opening a new $8 million, 23,600-square-foot practice complex.
The university has also reached an agreement in principle to be a tenant in the Philadelphia Eagles football stadium, set to open in 2003. Temple now plays its home football games at Veterans Stadium and Franklin Field.
A fourth goal for the program was building a fan base, which tied in with a fifth goal: marketing the team in a manner that provided a sense of excitement and a sense of hope.
"Too many people thought of Temple football as a losing program not capable of getting it done," he said. "We had to give people a reason for hope, a reason to leave their home and come to a game."
O'Brien thinks a key turning point came two seasons ago when Temple stunned nationally ranked Virginia Tech, a game he called one of greatest upsets in college football history.
In marketing season tickets this year ($30 for reserved seats at six home games, $60 for premium seats), O'Brien said the athletic department continued its past strategies of direct-mail campaigns, telemarketing, media advertisements and community outreach programs.
Some new twists added this year include a CD-ROM highlight package sent to alumni, Internet advertising on the Philly.com Web site and a prerecorded voice message program in which Wallace and basketball coach John Chaney urged people to support the football program.
In addition, the university signed a radio deal to broadcast its games on WPHT, which can reach a much larger audience than the university station, WRTI, that had been broadcasting Temple football.
By working with Nelligan Sports Marketing Inc., a New Jersey outfit led by former Villanova University Athletic Director Tim Hofferth, Temple increased its corporate sponsorship revenues from $150,000 in the mid-1990s and $850,000 last year to an anticipated $1.3 million this year.
The football team has added several new corporate sponsors including Independence Blue Cross and NovaCare Rehabilitation.
Ray Pennacchia, senior vice president for NovaCare Rehabilitation, said the company has stepped up its efforts to do business with colleges and universities in the past couple of years. As part of its corporate sponsorship packages, he said, NovaCare Rehabilitation obtains the rights to provide rehab care to not only student athletes, but also to students participating in intramural sports and to other students and faculty members.
"At Temple you have 800 students participating in intramural sports and a total student body of 3,400," Pennachia said. "Athletic trainers, by law, can't provide care to (non-student athletes). So we see this as a huge niche opportunity for us."
NovaCare Rehabilitation, a King of Prussia-based division of Select Medical Corp., has similar deals with about 300 colleges nationwide, including Villanova and St. Joseph's universities.
Other Temple football corporate sponsors include Pepsi, U.S. Airways and Comcast SportsNet.
O'Brien said, even with the promotional blitz for football, the athletic department is sticking to the same $700,000 marketing budget it has maintained for the past three years to promote its sports programs.
O'Brien did say a larger percentage of the marketing budget was allocated for football initiatives this year, but he declined to provide specific spending figures.
Temple also decided to bring in more extra entertainment this season, at a cost of between $25,000 and $75,000, to attract fans who may not otherwise go to a Temple football game.
Last week's home opener against Navy, which drew a crowd of 26,191, featured a BMX bike exhibition. At deadline, the university was finalizing negotiations to have rappers LL Cool J or Run DMC perform at halftime of the team's Sept. 8 game against Toledo. The Monkees will perform following Temple's Sept. 15 contest against Connecticut.
Temple will also join a growing list of professional and college sports teams when it gives away "Hooter" bobblehead dolls to the first 2,500 kids age 14 and younger who attend the Connecticut game. (The first 2,500 adults will get disposable cameras.)
"We saw what the 76ers did with the Allen Iverson bobblehead dolls and thought that so good, so clever," O'Brien said. "We approached Pepsi and they were real eager to get involved in the bobblehead promotion."
Big East Commissioner Michael Tranghese said the decision was based on the failure of Temple's program to meet the minimum criteria related to attendance, stadium facilities and scheduling.
Whether this year's marketing blitz and season-ticket sales will be enough to save the football team's place in the Big East remains a question mark.
John Paquette, the Big East's associate commissioner for communications, declined to comment on the issue. "The only thing I can say is discussions are ongoing between Mike Tranghese and Temple. I can't say anything more at this point," he said.
If Temple is kicked out of the Big East, its football team would be left to either compete as an independent team or join a less lucrative league that doesn't have automatic ties to major bowl games. (Temple's other sports teams compete in different conferences.)
Recalling the Big East announcement in April, O'Brien said, "That was not a great day for Temple football, but it could end up being one of the most important galvanizing moments in Temple football history. Everybody stepped up to the plate."
Along those lines, the university adopted a resolution declaring that Temple would remain committed to playing Division IA football. The coach, his assistants and all the players stayed put when they could have used the controversy as a reason to go elsewhere. And the alumni bought tickets.
O'Brien, who came to Temple in 1995, said one of the Big East's membership criteria is average attendance at 25,000. Temple also believes it needs to average between 25,000 and 35,000 fans per game to make the football program economically viable in the long run.
Back in 1995, Temple was averaging just 4,000 fans per games. By 1997, that figure had climbed to 9,200. Last year, average attendance was 18,700.
"What we've tried to do since I came here is build the program in a methodical and sustainable way," O'Brien said.
The university embarked on a five-part plan to revitalize the program. One of the first steps taken in 1996 was redesigning the school's owl logo.
"The 1996 owl was passive, wise -- an all-seeing and all-knowing incarnation," O'Brien said. "That might be great for the academic world, but it didn't do a lot for selling merchandise or inspiring an aggressive attitude for your football team."
A New York design firm was brought in to create a new, more aggressive owl that is now featured on football uniforms and related sports apparel.
Students and fans took to the new design, boosting the university's revenues from its share of apparel sales to more than $100,000 last year from about $25,000 in 1996.
Temple also sought to improve the quality of the team by identifying the right coach and improving training facilities. Bobby Wallace, who won three national championships at Division II University of North Alabama, was brought in as head coach in 1997. Temple also upgraded its training facilities last season, opening a new $8 million, 23,600-square-foot practice complex.
The university has also reached an agreement in principle to be a tenant in the Philadelphia Eagles football stadium, set to open in 2003. Temple now plays its home football games at Veterans Stadium and Franklin Field.
A fourth goal for the program was building a fan base, which tied in with a fifth goal: marketing the team in a manner that provided a sense of excitement and a sense of hope.
"Too many people thought of Temple football as a losing program not capable of getting it done," he said. "We had to give people a reason for hope, a reason to leave their home and come to a game."
O'Brien thinks a key turning point came two seasons ago when Temple stunned nationally ranked Virginia Tech, a game he called one of greatest upsets in college football history.
In marketing season tickets this year ($30 for reserved seats at six home games, $60 for premium seats), O'Brien said the athletic department continued its past strategies of direct-mail campaigns, telemarketing, media advertisements and community outreach programs.
Some new twists added this year include a CD-ROM highlight package sent to alumni, Internet advertising on the Philly.com Web site and a prerecorded voice message program in which Wallace and basketball coach John Chaney urged people to support the football program.
In addition, the university signed a radio deal to broadcast its games on WPHT, which can reach a much larger audience than the university station, WRTI, that had been broadcasting Temple football.
By working with Nelligan Sports Marketing Inc., a New Jersey outfit led by former Villanova University Athletic Director Tim Hofferth, Temple increased its corporate sponsorship revenues from $150,000 in the mid-1990s and $850,000 last year to an anticipated $1.3 million this year.
The football team has added several new corporate sponsors including Independence Blue Cross and NovaCare Rehabilitation.
Ray Pennacchia, senior vice president for NovaCare Rehabilitation, said the company has stepped up its efforts to do business with colleges and universities in the past couple of years. As part of its corporate sponsorship packages, he said, NovaCare Rehabilitation obtains the rights to provide rehab care to not only student athletes, but also to students participating in intramural sports and to other students and faculty members.
"At Temple you have 800 students participating in intramural sports and a total student body of 3,400," Pennachia said. "Athletic trainers, by law, can't provide care to (non-student athletes). So we see this as a huge niche opportunity for us."
NovaCare Rehabilitation, a King of Prussia-based division of Select Medical Corp., has similar deals with about 300 colleges nationwide, including Villanova and St. Joseph's universities.
Other Temple football corporate sponsors include Pepsi, U.S. Airways and Comcast SportsNet.
O'Brien said, even with the promotional blitz for football, the athletic department is sticking to the same $700,000 marketing budget it has maintained for the past three years to promote its sports programs.
O'Brien did say a larger percentage of the marketing budget was allocated for football initiatives this year, but he declined to provide specific spending figures.
Temple also decided to bring in more extra entertainment this season, at a cost of between $25,000 and $75,000, to attract fans who may not otherwise go to a Temple football game.
Last week's home opener against Navy, which drew a crowd of 26,191, featured a BMX bike exhibition. At deadline, the university was finalizing negotiations to have rappers LL Cool J or Run DMC perform at halftime of the team's Sept. 8 game against Toledo. The Monkees will perform following Temple's Sept. 15 contest against Connecticut.
Temple will also join a growing list of professional and college sports teams when it gives away "Hooter" bobblehead dolls to the first 2,500 kids age 14 and younger who attend the Connecticut game. (The first 2,500 adults will get disposable cameras.)
"We saw what the 76ers did with the Allen Iverson bobblehead dolls and thought that so good, so clever," O'Brien said. "We approached Pepsi and they were real eager to get involved in the bobblehead promotion."
