SDSU Football: Trading fans in the Spring to Build Towards Wins in the Fall

Easter weekend is always a beautiful time in San Diego. Whether you’re having a delicious cookout, an easter egg hunt, or celebrating Passover or resurrection day with fellow congregants—gathering together for the turn to Spring just always feels right.

Unless you’re a San Diego State football fan.

This Spring San Diego State embraced a flashy new format for their annual Spring Game. A mix of skills competitions and a 7 on 7 game—all that decided the winners eating steaks and losers getting glizzied-up with hot dogs.

Now don’t get me wrong, I took a moment to pause my disappointment of watching our team playing tic-tac-toe and dodgeball to truly enjoy the faces and energy of the guys out there. They appeared as if they were having the time of their lives.

The looseness and easy going nature of the challenges put different players in positions they would never otherwise get to play in. QB Kyle Crum even had two picks as a defensive back. It all made for pure fun and possibly a real environment for lasting memories as the guys bonded together.

Connectedness that wasn’t there last season is a big focus for building relationships. And in turn these hopefully pay off dividends on the field while keeping coveted players out of the transfer portal. These are the hopes we believe are being cast.

The creative new format which seems to be trending these days with a few different programs across the country. Even the B1G’s Nebraska who averaged around 60k for their annual Spring game cancelled their festivities. It’s all just the latest in attempts to modernize SDSU football.

Unfortunately the attempt at innovation—at least for this first try—only underlined the growing disconnect with the fanbase. Just about 1,000 fans were counted as free-ticket purchasers. I was there in attendance and by my eyeball test I would be shocked if that many butts passed through the gates.

I’ve seen the angry comments on social media, I’ve heard the disapproval in person. I feel comfortable in saying that overall—Aztec Nation is pretty annoyed.

But are we being just a little dramatic?

Let’s be real gang, I’ve been to many SDSU Spring games in the past and usually the most lasting impressions made were at the open bin sale of surplus game worn jerseys. I always loved digging in the crates for those relics. It was like the coolest Aztec flea market.

Bottom line is, most of you weren’t really going to these to begin with. Whether it just wasn’t important to the majority of SDSU fans or just not marketed well enough, the support for these things have never really been all that great to matter much.

But all that was supposed to change when we got the new stadium, right? Everything was supposed to get much bigger and much better for our football Aztecs. Everything was supposed to start mattering.

“Anything we do is important because we’re doing it, regardless of what it was.” says Head Coach Sean Lewis after the conclusion of the 2nd official AztecsFast Showcase.

“We talk a lot about time. We invested our time today to engage with one another and our fanbase invested their time to be with us.”

Okay, so there you go. According to Coach Lewis we aren’t being dramatic. The Spring Showcase, just like any other time the team gets together is a BIG FRICKN’ DEAL.

Why? Because they’re doing it, that’s why. Duh.

I for one agree with him. Wholeheartedly I do. That’s why I was there. But that’s also what confused me when I stepped into the new home of my Aztecs and witnessed what took place on Saturday.

The team’s official time together is precious. But it’s also finite. With no real looking glass opportunity for fans to catch a glimpse of this years team during the Summer, this was it.

“That energy … the desire to be around each other … the genuine happiness to do what we get to do—that shines through.” gleamed Coach Lewis.

“Whether that’s guys playing tic-tac-toe with pennies, or catching punts, or it’s guys just being dudes playing a little 7-on-7 and having fun in our beautiful home here in Snapdragon, in paradise on a beautiful day.“

This is where you lose me.

Just the other week a status update on season ticket sales was reported showing a drop of 33%. Not surprising coming off a 3-9 season and not lowering the costs to keep fans committed as budgets everywhere begin tightening up.

The event was billed as a showcase of the team towards the fans. The sponsorship putting forth the connection to the fans was the official SDSU NIL arm of the football program, AztecLink. But other than an autograph session at the end of the event, what exactly was targeting towards the returning ticket holders?

Coach explained the joys of getting to do what they do. But what we saw on Saturday was not a display of that. Saturday was not football.

For a program in desperate need of ticket holders and community support, one would think the showcase would focus on the game they play or at least giving the fans what they want.

And there in is the issue. When Coach talks about time investment, tying this showcase to that of Easter weekend communicates a very mixed message. Encroaching upon fans time when many are out of town, have guests in town, or are celebrating the actual holiday is not ideal when asking for their support.

I am only left with one conclusion that makes any sense. This event was all a complete scratch—a charade if you will. The day was a purposeful way of saying, let’s not show any potential suitors our players or get anyone hurt, and let’s do it on a day where the least amount of people will attend. In the financial sense, cut your losses for an event that no one really attends in big numbers anyway.

And Coach let you know about it too.

“I felt the need to do what we did today was right and it was not driven by ‘hey if we do a spring game today there’s going to be more tape for someone else to evaluate and steal my guys.’ There’s going to be over 100 messages on my phone right now when I get back to it about things that are going on with guys on my roster with other teams that are actively trying to work and pull them away. And that’s fine, that’s ok. I’m confident in what we have.“

At the end of the day, does it communicate to you that this program is all-in about conducting their football team in the wisest way possible, to keep this team together, and win the hearts & minds of San Diego when it really matters?

To some, yes.

Or is it just another step in the wrong direction by the only FBS football program in town, that has mysteriously lost touch with what their fanbase wants?

To some, yes.

I can see the prudent action of not allowing players more game tape for players jetting to the portal. But in the end if a kid wants to leave he’s going to leave regardless.

In a brief round of questioning about the NIL sponsored event, AztecLink’s Director of Operations Mike Colman clarified to Sons of Montezuma that more of the Spring Football’s off the field & outreach focus was turned towards an annual golf outing that connects previous football alumni with current players, as well as business leaders and donors of the collective.

Reading between the lines, when resources are thin tough decisions need to be made where best to allocate those into. While on paper the decision seems pretty cut and dry to not throw funds towards a Spring event that doesn’t pay off. But that’s just not how sports fans minds and hearts are wired.

If no Spring game was feasible—fine. But the optics of the performance theater that took place for a brand fledgling to earn this city’s love back did nothing to help their cause.

But that doesn’t matter to Coach. He’s willing to take the hit to try and establish his new culture in exchange for his theory on what should pay off in the end. And you have to respect a guy willing to take that stand.

“I am in charge of stewarding our team on the Mesa.” Coach Lewis affirmed. “What our team needs to take the next step, to improve, compete, and get closer to our goal of winning a championship.“- confirmed Coach Lewis.

For the time being it doesn’t matter what last weekend communicated to you. The deeper concerns about community, engagement, and tradition will all take a backseat, in hopes for Aztecs wins in the Fall.