UCLA Athletics Director Tim Harris Aims for Inclusive Culture

Tim Harris, the new CEO and athletic director at UCLA, is implementing an inclusive strategy focused on strengthening relationships with athletes, students, sponsors, season ticket holders, and alumni. Harris, who previously served in business operations with the Los Angeles Lakers, stated his goal is to bring all stakeholders together to elevate UCLA athletics to the level of major programs like Ohio State and Oregon.

In his first weeks on the job, Harris has already made visible efforts to engage the UCLA community. He personally purchased 300 tickets for fans to attend a recent UCLA football game against San Diego State and subsequently made all student tickets free for the remainder of the season. Harris explained that providing free access for students is rooted in a philosophical belief that students are integral to the college experience and that fostering these connections benefits both students and student-athletes.

Looking ahead, Harris has outlined several initiatives aimed at improving the fan experience and revenue streams. He intends to pursue a jersey-patch sponsorship deal, similar to those valued at up to $20 million annually, but emphasized the importance of finding the right partner for a long-term collaboration. He also plans to remove the end zone tarps at the Rose Bowl, but only when attendance consistently exceeds the current capacity with the tarps in place. This move is contingent on rebuilding the season ticket-holder base, which is currently below 20,000.

Harris draws parallels from his time with the Lakers, referencing the franchise's past sellout streak. He highlighted the business model of "retain and grow," emphasizing that retaining current fans is more efficient than constantly seeking new ones. This approach involves addressing issues such as long lines and concession quality, alongside fostering a welcoming environment.

"For UCLA football to be a big-time football program, we need everybody," Harris stated. He aims to clearly communicate the plan for UCLA athletics to the Bruin community, ensuring they feel welcome to participate and understand the opportunities available.

Harris also addressed pricing strategies, noting that while he wants to offer options for various budgets, he intends to maintain the perception of a "big-time football team" by not offering premium seats at drastically reduced prices. He believes in providing optionality so individuals can choose what best fits their needs and budget.

The current undefeated status of the UCLA football team under coach Bob Chesney has contributed to a positive initial reception for Harris, though he acknowledges being in the early stages of his tenure. The second part of a series on Harris is expected to detail his transition from the Lakers and his broader vision for UCLA athletics.