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Utah's matchup with USC last Friday was more of an afterthought in Grant Robertson's mind, at least before the tipoff.
The athletics department had spent 6 months and roughly $200,000 installing and tweaking college basketball's first permanent on-court projection system. It was being unveiled to 14,000 fans, some of whom had arrived anxious after the promise of a pregame "announcement." It was a pet project of Robertson and Jen White on Utah's marketing team, and they had tested it again and again.
Robertson had only one thought before the game: It had better work.
"Jen and I spent many hours on that during the break, testing the lighting, the sound levels, seeing what angles looked good," he said. "We were very glad fans liked it."
The projection video, which celebrates Utah's decorated hardwood history, is just one of the elements the Utes have rolled out this year to add to the Huntsman Center game-day atmosphere — one that has helped Utah win 28 of its last 30 home games.
After a $6 million renovation that got rid of the notorious "cloud" hanging in the arena rafters and improving the sound and lighting, Utah marketing has heralded the overhaul with new elements to complement the No. 9-ranked team in the country. It includes spotlight introductions, thumping music, cardboard cut-outs of players and coaches, and game-by-game specials like red glowsticks during Sunday's blowout of UCLA.
Larry Krystkowiak said his fondest memories of his college career at Montana were of the raucous home environment. After a few subpar years to start, the Utes are second in the Pac-12 in home attendance (11,041 per game), and the Huntsman Center atmosphere is almost as exhilarating as 12-2 Runnin' Utes themselves.
"I'm happy for our kids to get to experience something like that," Krystkowiak said. "The impact they have, the crowd, other teams notice it. The passion of our fans is very intense. They come up and talk to us and tell us about how they think we're doing."
In Krystkowiak's first season, a forgettable six-win campaign, the Huntsman Center wasn't even half full for most games. White, who came to Utah at the tail end of the Jim Boylen era, acknowledged that, back then, there was a long upward climb.
The marketing staff harbors no illusions: They know Utah's gradually improving team is at the heart of the attendance rise. With a team that's competing for the Pac-12 championship this year, Utah hoops games are becoming hot-ticket events.
But anything the Utes can do to enhance the experience and keep energy up through the breaks, they'll try it.
"It's our job to get people in the door and stay engaged for two hours," White said. "We're not going to compete with a steal by Delon Wright or a dunk by Jakob Poeltl, but we'll do what we can to keep people happy in between. It's a constant brainstorm."
Ideas for marketing campaigns, branding and promotions come from all places. Sometimes they come from seeing what NBA teams or other schools are doing via the internet: The staff saw the Cleveland Cavaliers were doing on-court projections, for example. Other ideas are fan-generated, like the "Sack Lake City" meme for football that arose on social media and was seized by the Utes.
Director of player development Phil Cullen often takes note of interesting aspects of other teams' game-day events, then pitches it to marketing. Videographer Kory Mortensen travels with the team and is responsible for videos such as the montages of Utah's Navy SEALs training over the summer to allow fans to see behind-the-scenes details.
Krystkowiak has a hand in discussions, particularly in music selection. Hearing Guns N' Roses for player intros? "Sirius" by Alan Parsons Project, known best as the former theme of the Jordan-era Chicago Bulls? That's Larry's fingerprint. But it builds into Utah's vision of its brand, which draws heavily on the nostalgia of past eras, like Rick Majerus' run.
"I think that song ["Sirius" playing during the court projections] reminds everyone of the great basketball in the '90s," White said. "It was a great time for Utah, and we want people to build that connection with the team we have now."
In terms of atmosphere, that might be happening already. Feedback solicited by both the Tribune and the athletic department indicate fans are happy with the changes, even if the music gets a little loud sometimes.
Both the team and the marketing staff give credit to athletic director Chris Hill for helping green-light projects, even the ones that sound ambitious. When White came to Hill to ask if she could take bids on the projection system, he asked, "How can we make that happen?"
The Utes know they need to do their part: keep on winning. That's the engine driving the improving home crowd and giving them a "sixth man" edge.
But sometimes, Cullen said, even the team itself is enjoying the show.
"I would challenge anybody to come to one of our games," Cullen said. "You're going to want to come back."
Twitter: @kylegoon —
Colorado at No. 9 Utah
P At the Huntsman Center
Tipoff • 7 p.m.
TV • ESPN2
Radio • 700 AM
Records • Colorado 9-5, 2-0; Utah 12-2, 2-0
Series history • Colorado leads 25-17
Last meeting • Utah, 75-64 (March 1, 2014)
About the Buffaloes • Forward Josh Scott has missed the last two games for Colorado, but the Daily Camera reports the team's leading rebounder and one of the top scorers should play vs. Utah. … The Buffs are making a Pac-12-leading 74.1 percent of their free throws, No. 19 nationally. … Colorado is last in the conference in assists per game, with 12.3.
About the Utes • Utah is riding a five-game winning streak, each win by double digits. … Utah is leading the Pac-12 in both offensive points per possession (1.129) and defensive points per possession (0.837). … In three games back from injury, junior Jordan Loveridge is averaging 12.7 ppg on 59-percent shooting.