New UCLA athletics boss Tim Harris only just beginning to change culture in Westwood

Note: This is the first in a two-part series on new UCLA CEO and athletic director Tim Harris. Part 2, on Harris’ unexpected move from the Lakers back to his alma mater and his vision for transforming UCLA athletics, will post Sunday.

Tim Harris keeps making the news ticker, just like the teams he presides over.

UCLA football pulls away from San Diego State … Tim Harris personally buys 300 tickets for fans to the game.

The Bruins are set to face Purdue in their Big Ten opener … Tim Harris makes all student tickets free for the rest of the season.

What might be next?

Among other things, UCLA’s new CEO and athletic director told the California Post that he wants to get a jersey-patch sponsorship deal and remove those unsightly end zone tarps at the Rose Bowl.

But each of those endeavors has to be executed with precision. Harris isn’t going to take the first jersey-patch proposal that comes along, even though some have been worth as much as $20 million per year.

“We could get a patch deal today,” Harris told the Post during an exclusive interview while sitting in his third-floor corner office inside the Morgan Center on campus. “We want the right patch deal, right? That’s important. It’s finding the right partner who wants to go on a journey with you, who believes in what you’re trying to do.”

Similarly, Harris isn’t going to remove those tarps just to do so. He’s waiting until attendance continually exceeds the roughly 54,000 capacity that exists with those sprawling tarps in place. That might take a while given that UCLA drew just 31,973 for its home opener against San Diego State.

“I would assume that we won’t need them for the USC game – we better not need them,” Harris said, referring to the Nov. 28 rivalry game at the Rose Bowl, “but … it’s when we no longer regularly need them.”

Getting to that point, Harris said, will require significantly expanding a season ticket-holder base that’s below 20,000. That involves removing reasons not to come to games – long lines, bland concessions – and relentlessly serving current customers.

Service is a word that became ingrained in Harris during his lengthy run with the Lakers as their president of business operations. The franchise that has long been a global icon once had a 320-game sellout streak.

One of the primary takeaways from that sustained success? Serving current fans is easier than finding new ones. 

“The business model we had was retain and grow,” Harris said, “and that’s where we have to get to.”

In everything he does, Harris favors an inclusive approach centered on relationship-building. Athletes, students, sponsors, season ticket-holders, donors and alumni are among the groups he’s trying to serve to put the Bruins on par with the Ohio States and Oregons of the college football world.

“For UCLA football to be a big-time football program, we need everybody,” said Harris, a onetime goalkeeper for the school’s soccer team. “So we need to show the Bruin community that we have a plan, that we’re building on a plan that shows them, OK, I understand the direction they’re headed … and are we making you feel welcome to participate in the plan, have we have we explained the plan clearly so you understand what the opportunity is and then would you like to join us?”

Maybe Harris’ next move will be devising a slogan – It takes everybody? All in the Den? The new UCLA way? – that reflects his vision.

Admitting students to football, men’s basketball and women’s basketball games for free was something Harris said he wanted to do from his first day on the job late last month.

“I just have a philosophical belief that college students are part of the college experience both ways,” Harris said, “meaning this is not a one-way street.”

Harris gave an example of a student who supported quarterback Nico Iamaleava at the Rose Bowl running into him in class the next week and sharing a conversation about the game.

“That’s an important relationship that I think we want to make sure we unlock,” Harris said, “for both the student-athletes and the students.”

Of course, Harris wants to provide accessibility for all segments of the fan base at his alma mater. That involves a wide range of options, from budget tickets to premium seats at midfield.

One thing Harris isn’t willing to do is cheapen the feel of UCLA athletics.

“Can I sit on the 50-yard line, 20 rows back, for $25?” Harris asked. “No, because if we do that, then we’re not acting like a big-time football team because big-time football teams don’t charge $25 for seats on the 50. We want to act like a big-time football team, so what that means is we’re going to offer optionality and then you just choose what fits your budget or need, right?”

Everywhere he goes, Harris hears about what a great job he’s doing. That’s to be expected, he said, given he’s in the honeymoon phase of the job.

“Football team’s doing great, we’ve got this amazing coach who’s passionate and motivational,” Harris said, referring to Bob Chesney and his undefeated Bruins. “You know, everything is up.”

That includes Harris’ profile after making so much news.