USA Rugby's Vision Plan

A response by Kirk LeCureux

According to a recent press release, the USA Rugby Board of Directors is in the process of developing a new vision and strategic plan for rugby in the United States and has hired International consultants ASMT (Atlantic Sports Management & Training Ltd) to assist with development and implementation of the plan.

The release outlines an early draft for what rugby in the US could look like if the organization can properly structure and execute its mid and long-term strategic plans. After the long-term vision has been finalized, USA Rugby will establish clear and achievable steps in order to reach the new long-term vision. ASMT has asked a series of questions to members and contributors of the USA Rugby community including myself. I submitted the following response to ASMT's questions regarding its vision plan.

1.) Which aspects of the above vision statements do you support?

I support nearly all aspects of the new rugby vision statement. The union has set some ambitious yet achievable goals. I believe a number of the goals listed in the report will result as a combination of building the sport from the bottom up through youth development and from the top down through professional development.

2.) Have you any additional views and visions for the game in the U.S.?

The report from ASMT lists the following goal for USA Rugby, Rugby will be "regarded as one of the best run niche sporting organizations in the U.S. and leading the way internationally.”

In response to this statement, I don’t think we should strive to be a niche sporting organization, I think rugby should strive to be a mainstream sporting organization in the US. Case studies of soccer and NASCAR should be conducted to research how those leagues made their way from being irrelevant ventures in the minds of most American sports fans to becoming financially viable professional leagues.

If it doesn’t already, USA Rugby should have national and regional community development officers. These people would need to be comfortable working with elected government officials; community development officers would negotiate use of existing facilities for local clubs and ensure facilities in development and under construction will be suitable for rugby use. A national community development officer will work with larger venue stadium planners, particularly those of soccer stadiums to ensure that the stadium will work as a rugby stadium. The national community development officer may also partner with a peer in FIBA to work with football stadium planners to make sure those stadiums are suitable for both rugby and soccer. The national community development officer would be particularly important if the US wants the facilities necessary to host a successful Rugby World Cup.

3.) What are the short term priorities which USA Rugby should focus on (in the next four years)?

Assist Super League Clubs in transitioning from an amateur mindset to a more professional mindset. As smaller fields and clubhouses reach spectator capacity, clubs should seek larger facilities in order to continue to build their fan base. Radio or newspaper advertising campaigns should be considered if clubs rent a larger facility and sell tickets to cover the expense of that facility. Relationships should be cultivated with local sports writers and newspapers. Press releases should be written for all important club events and matches. Press releases from USA Rugby should be submitted by each club to its local newspaper contacts. All clubs, particularly Super League and Division I college clubs should be leveraging this type of media as much as possible as there is generally little to no monetary cost for this type of publicity! I feel that potential investors will be more inclined to spend money to create a professional rugby league if clubs are making an active effort to build their local fan base, particularly if many clubs have been able to raise funds for expenses through ticket sales and profitable matches/tournaments.

USA Rugby should attempt to negotiate television deals with cable and broadcast companies to televise American Rugby. These deals could include international tournaments in which the US participates and can make a respectable showing, collegiate championships, regional all-star tournaments and Super League play. If no national deal can be signed for Super League rugby, or if the deal is limited in scope (i.e. only championships, playoffs, or one game per week), clubs should be advised on the process of negotiating with local networks to pursue television deals. Television would provide an amazing media for educating potential new fans, as commentators could be used to explain the rules to viewers who are not familiar with rugby. Even if USA Rugby simply negotiated a deal with a network or cable company to air international competition between two foreign competitors, the exposure would serve to increase awareness of the sport in general. I think I speak for all rugby fans when I say that it is extremely frustrating to see a spelling bee or poker tournament on ESPN but no rugby!

Most importantly, continual development of youth rugby will be imperative to both the short and long-term health of the sport.

4.) What long-term priorities should USA Rugby focus on (next 10 years)?

Again, the continual development of youth rugby will be imperative to both the short and long-term health of the sport. Participants of youth rugby will understand the rules of the sport and will become the core of a strong spectator fan base in the future.

USA Rugby should attempt to make rugby a professional sport within the next five to ten years. When the league has been implemented, the season should always begin immediately after the Super Bowl. For the first few years of the league, rugby should not attempt to compete with American Football, but rather attempt to co-exist for the foreseeable future. A reasonably well-marketed professional league will do wonders for increasing awareness of the sport, even if profits are limited. If the pro league can break even, than it is still a success for the sport as a whole.

5.) What are the key factors which will assist USA Rugby to achieve its goals?

Men’s rugby, in addition to Women’s rugby, should strive to be recognized as an intercollegiate varsity sport supported by the NCAA and its member institutions. Youth development will be the primary key in the long term development of our sport, but NCAA programs in both men’s and women’s rugby will also have a key influence in creating awareness of the sport for potential players and spectators alike. Furthermore, the availability of collegiate scholarships for men’s and women’s rugby will encourage youths and parents, who may otherwise be on the fence with regards to their participation in the sport, to make the decision to participate.

6.) What are the key issues which USA Rugby needs to address if it is to be successful?

Encouraging participation in youth rugby will provide the greatest long-term growth of rugby

Educating all potential stakeholders will be important for youth rugby. For example, high school football coaches may initially discourage players from participating in a spring rugby season, however, if that coach were aware of the actual injury rate of rugby vs. the conditioning benefits, not to mention the mental and physical toughness gained through training for and playing rugby, he may be convinced to encourage his football players to play rugby in the off-season. In the near term, rugby cannot compete with American Football so a partnership or plan to co-exist with American Football should be implemented wherever possible in youth and high school sports.

Also, educating parents on rugby will play a key role in whether or not the parent will allow his/her children to play rugby. Education should focus on the true injury rate of rugby vs. other collision sports such as American Football or ice hockey.

We want to hear your view on rugby in your own area

1.) What is your vision for the game in your own area?

I envision a professional rugby team in the Charlotte area. Charlotte is one of the fastest growing cities in the United States and has a great environment for potential corporate sponsors. As the sport makes gains in popularity, we believe that Super League matches and international competitions will attract thousands of spectators. Bank of America Stadium, home of the NFL Carolina Panthers, has a suitable rugby playing field (the field surface from wall to wall is 121.5 meters by 85 meters) in addition to fantastic corporate and luxury amenities. The Charlotte Rugby Club is also currently researching smaller stadiums to see if any of them will be suitable for the clubs more immediate needs.

2.) What are the short term priorities for the game to develop in your area?

Our club is active in the development of youth rugby in the area. All players are encouraged to coach a youth or high school side himself, or to at least assist existing coaches with instruction a few times per year.

3.) What are the key factors which will assist the game to grow in your area?

Youth development will help the sport's long term growth more than any other factor. Our club is also brainstorming ways to increase its exposure and fan base in the area. We feel that increased exposure of the US Super League will encourage more youths to participate in rugby.

4.) What are the key issues which need to be addressed if the game is to be successful in your area?

Participation and organization of youth rugby; rugby does not get a lot of publicity in this area or almost anywhere on the east coast. We seem to be stuck in a place where we don’t have a professional league because the infrastructure for youth rugby hasn’t yet been developed enough to generate interest in a pro league, but we don’t have the interest for youth rugby because there is no professional league! It’s a vicious cycle.

I’d like to thank the USA Rugby Board of Directors and ASMT for giving us an opportunity to voice our concerns and suggestions regarding the development of our great sport. We feel that rugby, with its displays of crushing hits, athletic runs, and finely executed ball handling is quite simply too exciting and appealing for the American consumer to ignore forever. I look forward to working with the Union, Charlotte Rugby, and all other stakeholders to make rugby growth a gainful venture for everybody involved.