Rebel sell

Steve Carp

Friday, July 23, 1999 | 10:34 a.m.

He may be able to control a lot of things, but there's one thing Terry Cottle has no control over, and that's winning.

Too bad. His job would be so much easier.

But because there can be only one national champion in a particular sport, Cottle is in the same situation as 100-plus other marketing and promotion gurus. He has to find alternative methods to convince Las Vegas' sports fans to come out and support UNLV athletics.

Cottle up

Some of UNLV sports marketing chief Terry Cottle's views on how to create more interest in the Rebel athletic program:

Promote the program's strong points, such as football coach John Robinson's reputation: "Coach Robinson has a great name. He's won a national championship. He's produced Heisman Trophy winners. He gives us credibility."

Emphasize the program's top-notch facilities, such as the refurbished Thomas & Mack Center and Sam Boyd Stadium. "That's huge. We may not be able to guarantee a win every game, but we can guarantee the fans who come out will have a good time in a nice environment."

Win. "Let's not kid ourselves, winning is the best marketing tool you have."

So until John Robinson delivers a winning football program and Bill Bayno can improve tremendously over the first four years of his basketball tenure, Cottle and his staff will be entrusted with getting people out to Sam Boyd Stadium and the Thomas & Mack Center.

He also has been charged with putting forth a renewed effort toward promoting UNLV's "Olympic Sports." That means getting the word out on Lady Rebels basketball, women's volleyball, men's and women's soccer, baseball, softball, golf, tennis, track and swimming.

"No question, it's a challenge," he said. "We have a lot of work to do.

"I want to see football get going. I want to see basketball get back to where it used to be. I want to see support for our Olympic sports grow.

"I feel like I'm a doer. I've been here a long time. I think I can make more of an impact."

Cottle came to UNLV 15 years ago as a graduate assistant to then-football coach Harvey Hyde. He has spent most of his time around the football program but the past couple of years, was part of UNLV Sports Marketing, the joint venture between the athletic department and the Thomas & Mack to promote the school's teams.

But athletics has taken back the majority of the responsibilities of sports marketing and Cottle is now associate athletic director in charge of marketing and promotions.

Not only does he oversee those efforts, but sports information now reports to him as well as athletic development and scholarship donor services and ticketing.

"What we're looking to do is bring back a college environment for all our sports," associate AD Jerry Koloskie said. "We want to have all the teams, not just football and basketball, feel like they're part of the plan.

"This town's unique. You've got to have that insight, you've got to be in touch with the community. Terry's performed a lot of different roles here at UNLV and I think he has matriculated into this job. He's a Rebel true and true."

Until recently, there wasn't a whole lot for Cottle to sell regarding Rebel football. The team has lost 16 straight. It would take a tremendous amount of chutzpah to push the idea of COME OUT AND SEE THE WORST FOOTBALL TEAM IN AMERICA! GOOD SEATS STILL AVAILABLE!

So Cottle, who will never be mistaken for promotional innovators Bill or Mike Veeck, takes the safe route. He sells John Robinson.

"That's the No. 1 thing we have," he said. "Coach Robinson has a great name. He's won a national championship. He's produced Heisman Trophy winners. He gives us credibility.

"The second thing we're selling is a brand new, renovated stadium. That's huge. We may not be able to guarantee a win every game, but we can guarantee the fans who come out will have a good time in a nice environment."

The "Rebel Experience" interactive area, which Cottle helped design and implement a couple of years ago, will remain part of the game-day scene at Sam Boyd Stadium. It has proven to be one of the better promotional ventures UNLV has tried in recent years.

Cottle said UNLV's move to the new Mountain West Conference will also have a positive impact. Brigham Young will play UNLV in Las Vegas for the first time since 1982. The Oct. 23 game should draw a big crowd to the stadium.

"People like to be associated with good schools," he said. "BYU, Utah, New Mexico -- those are good folks. And our fans will get the chance to see those teams every year."

But Cottle still has to get people to come out. He said it's important that the 20,000-plus students who attend UNLV be part of the fan base. A big part.

"We need to do a better job on campus," he said. "We have to let students know they can get in free with their ID."

Plans call for the teams to interact with the student body more, such as having their meals in the dining commons.

"I think our athletes are our best spokespeople," Cottle said. "We have some good kids here and we need to do a better job of utilizing them."

He also wants to beef up customer service efforts, especially with the scholarship donors who are shelling out big bucks for basketball season tickets.

"We have to be proactive and listen to the people," he said. "We have to work closer with the scholarship donor base."

Plans call for a barbecue next month that will give donors a chance to meet and discuss their concerns with UNLV's administration, including president Dr. Carol Harter and athletic director Charles Cavagnaro.

"We have to regain the trust in the community," he said.

As for the Olympic sports, Cottle said promoting some of the star athletes such as Lady Rebel forward Linda Froehlich, soccer's Anita Pedford and volleyball's Angie Sylvas could create some visibility and hopefully, some interest.

"We're going to try and promote group sales with the Olympic sports," he said. "We think it's already affordable to go to a volleyball game or a Lady Rebels game. But with group sales, we can make it even more affordable."

Former Rebel swimmer Melissa Meacham is coordinating those efforts along with working on a promotional giveaway schedule for football and basketball. Cottle said he's confident the plan can work.

"If I didn't think this could work, I would've left a long time ago," he said. "But I love UNLV and I love Las Vegas. I believe in the school and the community.

"Let's not kid ourselves, winning is the best marketing tool you have. We just need to work harder and promote what we have until things fall into place."

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