Estimated read time: 5-6 minutes
LAS VEGAS — It was an ironic kind of setting.
As Mark Harlan addressed a crowd at Big 12 media day, he couldn't help but point out that he was standing in the same spot of the end zone where former Utah linebacker Devin Lloyd scored a touchdown after picking off Oregon quarterback Anthony Brown in Allegiant Stadium.
It was an iconic moment in Utah history, and one that cemented the program's mark within the conference as the Utes claimed the first of back-to-back Pac-12 titles.
A few years later, Harlan was standing in the same spot but speaking about his athletic department's future in the Big 12. That's the nature of an ever-evolving college landscape.
But as he spoke about several items related to the Utes, he made it clear that Utah was "all in." The university isn't planning a backslide or doing anything but trying to continue to grow the brand and access for all the athletes that call Utah home.
Even as the NCAA has agreed to a settlement that will soon allow athletic department's to pay collegiate athletes, Harlan remains optimistic about the future.
"We're not cutting funding at the University of Utah," Harlan said matter of factly. "We're all in. We have a president that's all in, we have a board of trustees that's all in, and we have a fan base that has proven time and time again they're all in."
Harlan said the university will be at "full distribution" for the athletes at Utah, which will amount to about $20 million the first season — or about 45% of the athletic department's current revenue. But Harlan stressed that it's "awesome" and "remarkable," and the university will continue to make other avenues available through NIL to help make Utah a desirable destination.
And for as much as college football dictates much of the conversations surrounding funding, Harlan said Olympic sports at the university will do nothing but "go forward."
"If you look at the female sports at Utah, I could go on and on what gymnastics has done for this program, what our women's skiers have done for this program, certainly our women's basketball team — I could go on and on with it," he said. "So we're not gonna allow anybody to sit still; that's not why I'm in this business, or coaches in this business."
But there will be ongoing conversations about how the university moves forward, including a conversation about whether it's advantageous to bring the Crimson Collective in house to help with NIL opportunities.
Utah has also opened up a position for a chief revenue officer, or someone that Harlan said will be "thinking about revenue generation in new ways" on a daily basis. The Big 12, too, which is potentially looking at private equity investment and various corporate sponsorships in different ways — such as patches on jerseys — will add to that equation.
Whether it's private equity or some other means, Harlan said Utah (and the conference) has "got to look at everything."
"I think you can't just dismiss something because you've got a feeling about it, or you've read something about it. ... I think we need to look at every possibility," Harlan said. "It does not mean it's the right thing to do, but you're derelict of duty if you don't look into these things."
Though there might be outside avenues to help tap into more revenue, Harlan said it's important to continue to build up what Utah already has and done well. He said he's "real sensitive about Rice-Eccles" and wanting to give away games at a venue that has been of vital importance to Utah's success in football.
Utah scheduled a one-off matchup with Miami in Las Vegas in a neutral site nonconference game, but Harlan wants teams visiting Rice-Eccles Stadium.
"We've had moments in this stadium that will go down in our university's history forever, so it's been great," Harlan said. "We've had great success here."
But with that, he recognizes that the stadium needs to continue to go through upgrades for it to continue to be a venue the university can be proud to call home. The expansion and renovation of the south end zone was just part of what he sees as future growth at Rice-Eccles Stadium.
"I'm really proud of the work that we've done to Rice Eccles Stadium, but we are far from from being where I want us to be, and that's the continued modernization of it," Harlan told KSL.com. "We've got to get the video boards worked out in the north, we've got to work on connectivity, we've got to work on the narrow passageways that are — we're challenged by that, especially in the north because of Trax.
"Those are problems, but the good news is there's some great people in the president's staff, some incredible people in facilities, that are coming back with creative concepts that we can continue to push forward. It's still an incredible atmosphere, and it's still, I think, one of the best places to watch a football game. We're not going to rest on it."
In addition, Harlan has had conversations with Utah Jazz and Utah Hockey Club owner Ryan Smith about his plans to revitalize parts of downtown Salt Lake City. Any growth in downtown will have a benefit for the University of Utah, Harlan said.
"It's all good for the city. It's all good for the state," Harlan said. "My conversations with Ryan have been productive, they've been helpful. He's just a phenomenal, fascinating guy. His family, they're great people. He loves our program, too. I don't know if I just outed him on that, but I think anybody that leans into college athletics as he's done, I'm supportive of.
"I just appreciate the fact that they're doing that," he added. "But I do think what's happening downtown will only lift Utah. I mean, I bet you in 10 years, we'll have dorms down there, we'll have a bunch of stuff down there. We're already having more of a presence, so I think anything that goes on downtown is good for the Utes."
