Dale Nicholson, III: A New Era In Little Rock

Editor’s note: Dale Nicholson, III is a financial advisor with Raymond James in Little Rock. He is a former sportscaster for KATV and KFSM. Nicholson, the author of this guest post, can be reached by email at [email protected].

The “don’t call us UALR” Trojans announced Chris Beard as their new men’s basketball coach at a press conference in the Champions Room at the Jack Stephens Center on Wednesday morning. Athletic Director Chasse Conque introduced his first major hire since taking the reigns of the Trojans in front of a packed house. And Beard said everything the crowd wanted to hear, all in front of a backdrop with the hashtag, “#LittleRocksTeam,” plastered all over it.

Three weeks earlier, and, unbeknownst to me, just one day before Steve Shields would be let go as the winningest men’s basketball coach in program history, I sat across from Conque at a table in his office. He was calm, cool and collected. He didn’t seem fazed by the program-altering decision he was less than 24 hours from announcing, nor by his women’s basketball team’s latest berth in the NCAA Tournament. His mind was on his entire program.

“These young people represent our city 225 times a year from coast to coast wearing ‘Little Rock’ across their chest,” Conque said.

Of course, Conque knows this program more intimately than the other candidates for this job. He spent more than eight years working for the Trojans before becoming the Athletic Director last month. He understands all that UALR has going for it, as well as some of its challenges.

“We want the buy in of Little Rock. We want Central Arkansas behind us.”

WHAT’S IN A NAME?
And there it was. The vision for what UALR could one day be. Not a series of letters strung together as some sort of “directional school,” but a city, a real place, a destination.

We’re only days removed from the conclusion of the college basketball season. How many mid-majors did you pencil in as upset picks in your brackets? What mid-majors have earned their way into our hearts in past tournaments?

You think of names like Wichita, Butler, and Dayton. You don’t think of names like the University of Alabama at Birmingham (unless you had them upsetting Iowa State in your bracket this year).

It seems so subtle, but it makes so much sense.

In an age where everyone needs a brand, the Trojans are rallying around their city to create that brand. The hope is, by becoming Little Rock’s Team, Little Rock will embrace this team as its own.

NOT JUST A NAME GAME
Don’t be fooled. Conque knows he can’t simply change a name and call it a day. His job goes much deeper than that. At the top of everyone’s minds is the possible future for not only Little Rock’s Team, but Little Rock’s football team.

“Never say never,” Conque said about the prospect of football. “Anytime you look at starting any program, whether it be bowling or football, you got to make sure it fits your culture, fits your community, and there’s support to do it.”

The time seems ripe. Football’s popularity is at an all-time high. The worst bowl match-ups in mid-December out-drew the first couple of rounds in the NCAA Tournament for television audiences. People just can’t get enough of their football. The Sun Belt Conference is expanding, and Little Rock is efforting their own bowl game, to be affiliated with the Sun Belt, no less. It makes all the sense in the world, until you think deeper.

Birmingham, Alabama has the most college football TV viewer’s per capita. And yet, last season was the final season for the University of Alabama at Birmingham’s Blazers. They will no longer play football at the school.

“Probably 30 years ago they were having these same discussions. Started [the program] 25 years ago, and now here 25 years later [and] they’re pulling the plug on it,” Conque said. “That’s what you don’t want to have happen.”

UAB’s horror story isn’t the only deterrent to launching a football team at this moment. Conque was quick to rattle off numerous examples of budget strains a football team can create that fly under the radar for most fans.

“To do it at the highest level, the FBS level, it requires about a $6 or $7 million annual budget, and gosh, at least $15 million of capital startup,” Conque explained.

It’s clear Conque will consider all options, but he’s here to build a sustainable and complete athletic program that can bring the city together, not to make a splash.

“We feel with what we have, we can accomplish those things without starting football,” Conque said.

Beyond the gridiron, Conque knows his number one job is to provide Little Rock a winning program. But wins alone won’t put people in the seats. For this program to realize its full potential, the Trojans need to become a source of family entertainment in Little Rock. Parents need to begin to believe that when they bring their children to a Trojans basketball game, baseball game or soccer match, they’ll find an affordable and entertaining product on the field. That’s what will bring people back for the next one.

“I want to build a family atmosphere…” Conque explained. “We’ve got to make sure that we have affordable price points to encourage families to come. And we want families to feel welcome.”

It’s not enough to win, people want to be entertained, too. According to Conque, creating that entertainment factor beyond the game itself will be an emphasis over the summer.

DAWN OF A NEW ERA
Enter Chris Beard. A protégé of the legendary Bob Knight. A proven winner at every level he’s coached, including the professional level. A coach who wants his team to have fun and score points.

“Our style is ‘win’,” Beard cracked. “I want to teach guys how to play the game, not how to run plays.”

Beard said all the right things, even going as far to thank his predecessor, Steve Shields.

“I want to be very clear, it’s important to me, I want to thank Steve Shields,” Beard said. “There’s not a better person than Coach Shields.”

For all the struggles on the court in recent years, Shields laid a foundation for Beard to build on. He represented the University well in the community and took the team to the NCAA Tournament on the floor. Beard enters a program that knows it can have postseason success. He’s now charged with leading Little Rock’s Team back to basketball relevance.

“This was a no-brainer,” Beard said. “I am very, very pleased to be in Little Rock, Arkansas today.”

And it seems Conque has found a coach willing to be the face of Little Rock’s new team.

“I can’t wait to get out in the community,” Beard said. “We’re going to sell our basketball program. I’m going to speak to any group that will listen. I’m going to beg you to come and let me talk to your group.”

Will it work? It’s anybody’s guess. But the Trojans are doing their best to give Little Rock a team to be proud to have as their own. If Conque can deliver the environment in the stands and Beard the product on the floor, then it will fall on the city of Little Rock to reciprocate with ticket and t-shirt sales.

Wichita, Kansas has the Shockers.

Dayton, Ohio has the Flyers.

Chasse Conque wants to give Little Rock, Arkansas the Trojans.

“If you’re looking for a team to follow, if you’re looking for a good Division I athletic program, we fit that bill.”