By Robert King, Indy Star
More than 150,000 people are expected Downtown this weekend for the 24th Circle City Classic, but the event's supporters are increasingly concerned about how many of those folks will show up for Saturday's football game.
Big crowds continue to turn out for the game-day parade, the daylong Fall Fest and a long list of outside-the-game activities such as the black-tie gala, comedy show and the like.
But the matchup that makes it all possible -- the annual football game between teams from historically black colleges and universities -- has been hemorrhaging fans. This year, Florida A&M faces Winston-Salem State.
Once a contest that drew 60,000 people to the RCA Dome, the game hasn't hit that mark in a decade. The past three years, attendance has slipped significantly. Last year's game drew 31,597.
For an event that provides much-needed scholarship money to local organizations and an important payday to the participating colleges, the downward spiral isn't prompting panic. But there is growing concern that the game has become almost incidental.
Classic officials are targeting ads at white and Hispanic audiences, turning to new technology and amping up the halftime show to increase attendance.
"Only the alumni watch the game. I think everybody else comes to socialize," said Sharon Maxey, who saw the first Classic and is a part of its older fan base. As an advertising sales consultant for The Indianapolis Recorder, she has seen game-related ad sales decline in recent years in part, she fears, because of fading interest.
"There is a feeling among some that the focus has gotten off the game and that the game benefits African-American education," said Amos Brown, a local radio personality on WTLC-AM (1310) and longtime Classic supporter. "I think that has gotten lost in the shuffle in an emphasis on partying and entertainment that is part of the weekend."
But it is competing in a crowded field.
There are more than 40 games around the country this year between historically black colleges that bear the title "classic." Most, like many black colleges themselves, are in the South.
For years, the Circle City Classic stood alone among cities in the Midwest that hosted such a game. The bowl-game-like atmosphere and opportunity for black college alumni -- even those whose teams weren't on the bill -- was a great attraction for people in surrounding states, said Eric Moore, managing editor of HBCUSports.com, a Web site that covers black college sports.
The problem now, Moore said, is that cities like Chicago, Detroit, Cincinnati and St. Louis have added their own games.
"There has been sort of a dilution of the uniqueness of the Classic," he said.
That has made it more important for games like the Circle City Classic to get good matchups involving bigger-name black colleges or at least those with rivalries. Moore said some cities, like Cincinnati and Detroit, opted to postpone their classics rather than settle for lackluster matchups.
Florida A&M is considered a big-name school among black colleges, Moore said. Winston-Salem State is more of a newcomer. And theirs is not a great rivalry. Still, he considers the Circle City Classic a top-notch event.
Saturday's Classic will be the last in RCA Dome, which gets demolished next year. The 2008 Classic is expected to move into the more spacious Lucas Oil Stadium. By then, organizers hope a research survey being conducted of the fans this weekend will give them a better understanding of what's working, what's not, and how best to sell the game.
Classic officials chalk up their attendance problem primarily to an aging fan base. Most of the game's original core fans -- black college alumni from around the Midwest -- have moved solidly into the older-than-50 demographic. Meanwhile, the game has been slow to develop a younger generation of ticket-buying fans and new audiences.
"We are at that point where we have to bridge that gap and sustain what has been a great event," said Classic executive director Tony Mason. "And we will."
The effort to reach new fans is evident in this year's marketing.
Aside from the traditional bombarding of black radio stations, the Classic has been advertising on "non-urban" radio outlets in hopes of attracting white and Hispanic fans, said Denise Herd, vice president of marketing and sales for Indiana Black Expo, the Classic's parent organization.
It has also tuned to so-called new media.
The Classic has been sending e-mail "blasts" to 10,000 addresses it compiled over the years, offering updates on the event list and entertainment lineup. It created podcasts to promote the game to the YouTube generation. There's a page on MySpace.com with a new Circle City Classic theme song that puts some funk into the traditional commercial jingle.
And the game's 30-minute halftime show will offer a lineup aimed at young audiences. It features Kelly Rowland, of Destiny's Child fame, and a face-to-face battle of the participating college bands, a la the movie "Drumline."
There will even be a massive exhibition of the country's latest dance craze -- the Cupid Shuffle -- featuring the R&B singer Cupid performing the song that inspired it.
The early returns are promising. As of Wednesday, Mason said, 34,000 tickets had been sold. For an event that usually features a big game-day walk-up crowd, Mason is expecting at least 45,000 people, maybe more.
And despite concerns of the game being overshadowed by the festivities, Mason said the two can go hand in hand. Some fans, he said, may come for the party but stay for the game.
"Sometimes," Mason said, "we find that the last ticket people buy is the game ticket."
Classic highlights
The Circle City Classic is expected to pump 150,000 people and $11.8.million into Indianapolis this weekend. What to expect:
FRIDAY
Indianapolis Colts Classic Coaches Luncheon
Colts coach Tony Dungy and Indiana Fever star Tamika Catchings will receive Major Taylor awards.
Time: Noon-1:30 p.m.
Place: Indiana Convention Center.
Cost: $30.
The Mike Epps Comedy Jam
Homegrown comedian-actor Mike Epps performs two shows.
Time: 8 and 11 p.m.
Place: Murat Theatre.
Cost: $39.
SATURDAY
American Family Insurance Classic Parade
More than 100 entries.
Time: 10 a.m.-noon.
Place: Downtown.
Cost: Free, with some areas of paid VIP seating.
24th Annual Coca-Cola Circle City Classic
Winston-Salem State plays Florida A&M. Halftime show features Kelly Rowland and Battle of the Bands.
Time: 4 p.m.
Place: RCA Dome.
Cost: $10-$40.
For more information, details and reviews of the Classic’s entertainment events, see Friday’s Go! section.
For a complete schedule of events, go to IndyStar.com/entertainment.
More than 150,000 people are expected Downtown this weekend for the 24th Circle City Classic, but the event's supporters are increasingly concerned about how many of those folks will show up for Saturday's football game.
Big crowds continue to turn out for the game-day parade, the daylong Fall Fest and a long list of outside-the-game activities such as the black-tie gala, comedy show and the like.
But the matchup that makes it all possible -- the annual football game between teams from historically black colleges and universities -- has been hemorrhaging fans. This year, Florida A&M faces Winston-Salem State.
Once a contest that drew 60,000 people to the RCA Dome, the game hasn't hit that mark in a decade. The past three years, attendance has slipped significantly. Last year's game drew 31,597.
For an event that provides much-needed scholarship money to local organizations and an important payday to the participating colleges, the downward spiral isn't prompting panic. But there is growing concern that the game has become almost incidental.
Classic officials are targeting ads at white and Hispanic audiences, turning to new technology and amping up the halftime show to increase attendance.
"Only the alumni watch the game. I think everybody else comes to socialize," said Sharon Maxey, who saw the first Classic and is a part of its older fan base. As an advertising sales consultant for The Indianapolis Recorder, she has seen game-related ad sales decline in recent years in part, she fears, because of fading interest.
"There is a feeling among some that the focus has gotten off the game and that the game benefits African-American education," said Amos Brown, a local radio personality on WTLC-AM (1310) and longtime Classic supporter. "I think that has gotten lost in the shuffle in an emphasis on partying and entertainment that is part of the weekend."
But it is competing in a crowded field.
There are more than 40 games around the country this year between historically black colleges that bear the title "classic." Most, like many black colleges themselves, are in the South.
For years, the Circle City Classic stood alone among cities in the Midwest that hosted such a game. The bowl-game-like atmosphere and opportunity for black college alumni -- even those whose teams weren't on the bill -- was a great attraction for people in surrounding states, said Eric Moore, managing editor of HBCUSports.com, a Web site that covers black college sports.
The problem now, Moore said, is that cities like Chicago, Detroit, Cincinnati and St. Louis have added their own games.
"There has been sort of a dilution of the uniqueness of the Classic," he said.
That has made it more important for games like the Circle City Classic to get good matchups involving bigger-name black colleges or at least those with rivalries. Moore said some cities, like Cincinnati and Detroit, opted to postpone their classics rather than settle for lackluster matchups.
Florida A&M is considered a big-name school among black colleges, Moore said. Winston-Salem State is more of a newcomer. And theirs is not a great rivalry. Still, he considers the Circle City Classic a top-notch event.
Saturday's Classic will be the last in RCA Dome, which gets demolished next year. The 2008 Classic is expected to move into the more spacious Lucas Oil Stadium. By then, organizers hope a research survey being conducted of the fans this weekend will give them a better understanding of what's working, what's not, and how best to sell the game.
Classic officials chalk up their attendance problem primarily to an aging fan base. Most of the game's original core fans -- black college alumni from around the Midwest -- have moved solidly into the older-than-50 demographic. Meanwhile, the game has been slow to develop a younger generation of ticket-buying fans and new audiences.
"We are at that point where we have to bridge that gap and sustain what has been a great event," said Classic executive director Tony Mason. "And we will."
The effort to reach new fans is evident in this year's marketing.
Aside from the traditional bombarding of black radio stations, the Classic has been advertising on "non-urban" radio outlets in hopes of attracting white and Hispanic fans, said Denise Herd, vice president of marketing and sales for Indiana Black Expo, the Classic's parent organization.
It has also tuned to so-called new media.
The Classic has been sending e-mail "blasts" to 10,000 addresses it compiled over the years, offering updates on the event list and entertainment lineup. It created podcasts to promote the game to the YouTube generation. There's a page on MySpace.com with a new Circle City Classic theme song that puts some funk into the traditional commercial jingle.
And the game's 30-minute halftime show will offer a lineup aimed at young audiences. It features Kelly Rowland, of Destiny's Child fame, and a face-to-face battle of the participating college bands, a la the movie "Drumline."
There will even be a massive exhibition of the country's latest dance craze -- the Cupid Shuffle -- featuring the R&B singer Cupid performing the song that inspired it.
The early returns are promising. As of Wednesday, Mason said, 34,000 tickets had been sold. For an event that usually features a big game-day walk-up crowd, Mason is expecting at least 45,000 people, maybe more.
And despite concerns of the game being overshadowed by the festivities, Mason said the two can go hand in hand. Some fans, he said, may come for the party but stay for the game.
"Sometimes," Mason said, "we find that the last ticket people buy is the game ticket."
Classic highlights
The Circle City Classic is expected to pump 150,000 people and $11.8.million into Indianapolis this weekend. What to expect:
FRIDAY
Indianapolis Colts Classic Coaches Luncheon
Colts coach Tony Dungy and Indiana Fever star Tamika Catchings will receive Major Taylor awards.
Time: Noon-1:30 p.m.
Place: Indiana Convention Center.
Cost: $30.
The Mike Epps Comedy Jam
Homegrown comedian-actor Mike Epps performs two shows.
Time: 8 and 11 p.m.
Place: Murat Theatre.
Cost: $39.
SATURDAY
American Family Insurance Classic Parade
More than 100 entries.
Time: 10 a.m.-noon.
Place: Downtown.
Cost: Free, with some areas of paid VIP seating.
24th Annual Coca-Cola Circle City Classic
Winston-Salem State plays Florida A&M. Halftime show features Kelly Rowland and Battle of the Bands.
Time: 4 p.m.
Place: RCA Dome.
Cost: $10-$40.
For more information, details and reviews of the Classic’s entertainment events, see Friday’s Go! section.
For a complete schedule of events, go to IndyStar.com/entertainment.
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