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USF logo hot; city bidding for cold games

By ERNEST HOOPER
Published April 15, 2005

Once upon a time, finding clothes sporting the University of South Florida logo was no easy task.

More than once, I publicly lamented about the difficulties of locating USF jerseys and T-shirts at University Mall and big retailers, such as Wal-Mart and Target.

Today, the new logo is helping boost the sales and availability of school merchandise, says associate athletic director Tom Veit. From July 1, 2003, to July 1, 2004, merchandise sales topped $2.5-million after falling just below $1-million the previous year.

In the first quarter of this year, USF ranked 50th nationally in the sales of licensed merchandise according to the Collegiate Licensing Corp., which represents 90 percent of major colleges. In 2002, the school did not rank in the top 100.

So what's at the root of this increase? In August 2003, the school adopted a Bull-headed "U" logo, replacing the old Bull logo that critics often lampooned for looking as much like a goat as a bull.

"The first year, the new logo did great," Veit said. "The second year, it's done even better. We're on pace to surpass $2.5-million by July 1."

Veit explained that the success has helped them end a Catch 22 situation. When sales were low, retailers didn't want to stock a lot of USF merchandise. At the same time, manufacturers said they could only produce large orders.

Now that retailers are placing larger orders because of increased demand, manufacturers can ship smaller orders to smaller outlets. That means you can find the green and gold logo in big stores as well as mall favorites, such as the Sports Fan Attic.

USF athletic officials will use the logo to kick off a campaign about the athletic program's move into the Big East Conference. Fans started seeing shirts and advertisements that say, "Are U Ready" this week, with the campaign coinciding with Saturday's spring football scrimmage at Raymond James Stadium.

Later this summer, notable community leaders will be featured in television and radio spots saying, "Yes, we're ready."

In case you missed it, Tampa is among six finalists bidding for three NCAA men's hockey championship final events. Boston, Detroit, Philadelphia, Washington and St. Paul, Minn., are the other cities competing for Frozen Four college games in 2009, 2010 and 2011.

I'm no mathematician, but I think that means we have a 50 percent chance. And with a 0 percent chance of snow, Tampa should be a no-brainer.

Seen on a T-shirt in Brandon: I gave him the skinniest years of my life.

Word of advice. Don't buy one for your wife for Mother's Day.

It's time for someone to step up and start keeping a social calendar for local charitable groups and nonprofits to avoid scheduling conflicts.

Other cities have a calendar coordinator. Shouldn't we?

Take Wednesday. The Children's Home honored Publix Charities president Carol Jenkins Barnett at its annual Recognition Luncheon.

At the same time, Lt. Gov. Toni Jennings spoke at the Joshua House's annual Child Abuse Awareness Luncheon at the Marriott Waterside.

Surely child advocates at one luncheon were disappointed they had to miss the other, and Barnett was probably one of them. Publix is one of the Joshua House's biggest sponsors.

With 365 days in a year, some may not think a calendar keeper is necessary. But in April, May, October and November, conflicts are fairly common. In the spring, groups are eager to beat the summer rush. In the fall, they want to get events completed before holiday shopping.

There are at least two events this Saturday - Karamu for Lowry Park Zoo and Stars for Life for cystic fibrosis - two on April 23 and two on May 14. In a city this size, it may be inevitable, but it would be smart to make the effort, unless we want party hopping to become the new trend.

That's all I'm saying.

-- Ernest Hooper can be reached at 813 226-3406 or Hooper@sptimes.com

[Last modified April 15, 2005, 00:48:13]