That’s the Spirit

When you drive through certain parts of Waco, it doesn’t always scream “college town.” Baylor is hoping to change that. The Baylor athletic department is implementing the new Baylor Spirit Program for the 2009-10 school year, hoping to build community spirit and support for the school’s eighteen intercollegiate athletic programs.

The program asks local businesses to support Baylor by displaying free-of-charge promotional items, such as flags, banners, and decals. In return, the businesses receive complimentary tickets to a select number of BU sporting events.

“No longer can people around town say, ‘What is Baylor doing for us?’” said Jeffrey Paul, owner of QTI Apparel and Promotions, a business that has signed on for the program. “All you’ve got to do is point to this program. You’re going to get free tickets, all kinds of flags and signs and banners, all at no cost. There is no reason not to do this, given the impact that Baylor athletics has on Waco.”

How much of an impact? Figure millions of dollars’ worth. According to a recent study conducted by Baylor economics professor Dr. Thomas Kelly, Baylor athletics had a $155.6 million impact on the greater Waco economy during the 2008 calendar year. That’s in increase of $54.3 million from a similar study conducted in 2004.

Baylor athletic director Ian McCaw said, “Whether it is through our capital projects, camps, or hosting athletic contests that attract visitors to our city, we are proud to be an important economic catalyst.”

And when those visitors land in Waco for sporting events, McCaw and those involved in the Spirit Program want them to see green and gold everywhere.  

Becky Lindsey, co-owner of Lindsey Contractors, liked the Spirit Program idea so much that she volunteered her time in trying to recruit more businesses to get involved.

“We’ve been hitting I-35, trying to just blanket the area in green and gold,” Lindsey said. “We want people to see the community pride for Baylor athletics.” Lindsey has personally helped sign up more than three hundred businesses for the program.

“Our goal is to create an even stronger connection between Baylor athletics and the local businesses in the community so that everyone appreciates the fact that when Baylor wins, Waco wins,” McCaw said.

“The economic impact that Baylor has on the community is phenomenal,” Paul said. “Hopefully, people will see now that the community is completely behind Baylor.”