Pac-12 Football Media Day: An Awkward, Spicy, Defiant Hot Dog with a Spotty Aura and a Pitch (?) to the Big Ten

Los Angeles—Pac-12 Commissioner George Kliavkoff kicked off Pac-12 Football Media Day at the Novo Theater on Friday with a salty question-and-answer session with the media. Why, you ask, was he salty?

Well, there’s still that elephant in the room. And it seems to have grown since its last sighting.

Kliavkoff knew that the majority of the questions were going to be about expansion. And USC. And U.C.L.A. Because … duh.

Yet, he still expressed impatience and annoyance when those questions were asked. A couple of nervous laughs and smirks were also observed.

George Kliavkoff

When asked about the Big XII’s comment about it being “open for business,” Kliavkoff pulled out his quiver and delivered a first of several arrows.

“I haven’t decided if we’re going shopping there or not,” he responded.

Kliavkoff also talked about weapons of mass destruction. “I’ve been spending four weeks trying to defend grenades from every corner of the Big 12,” he said.

“I get why they’re scared. I get why they’re trying to destabilize us.”

Alrighty then.

If “awkward” and “spicy” were on your Pac-12 Media Day bingo card, congrats. It was all that and more. It had that SEC-type vibe to it. Without the standing-room-only screaming fans, championship banners, rings and trophies, of course.

Curtis Compton/ccompton@ajc.com

After I described the media room’s tone as a spicy hotdog, a reporter sitting next to me, Chris Karpman, replied, “Not a lot of meat on the bones. A lot of condiments though.”

Perfect.

Kliavkoff is clearly ticked at USC and U.C.L.A.—officially he is “disappointed”—but he also said he would “welcome [U.C.L.A.] back.”

“I personally have instructed everyone at our conference to make sure that USC and UCLA student-athletes are given every opportunity to compete and succeed for as long as they remain in the Pac-12,” he added.

Translation: Be nice, fellas. I’m trying to keep this family together even though we had a meeting with 10 schools yesterday and we didn’t invite them (because it was about the future of the conference), according to SI’s Ross Dellenger.

That really happened. But no hard feelings, right?

Once the Commish left—OK, fled—the stage, the coaches were put in the spotlight.

Pesky expansion and defection questions were being asked and the coaches were not too excited about that. They wanted to talk about their own schools, not those other two schools. Go figure.

It was like watching a hamster fight. To be fair, I’ve never seen one. But after this afternoon’s follies, I think I’ve got the picture.

Colorado head coach Karl Dorrell described the Bruins’ move to the Big Ten as “shocking… but I wish them the very best.” His team was picked to finish last by the media. But he’s still No. 1 in politeness.

Utah’s Kyle Whittingham was the big dog in the morning—sorry, Oregon—because Utah was picked by the media to repeat as conference champion. He ended up talking a lot about the Rose Bowl and the Florida Gators, the Utes’ first opponent of the season.

Whittingham is intense and a coach’s coach. The media know better than to push his buttons. He wants to play football. And win. Everything else is minutia.

Oregon head coach Dan Lanning was a fresh, bright face. He was exuberant, positive and effusive at his first Pac-12 Media Day. He also spent a lot of time talking Oregon’s brand and its highly-rated games.

“Since 2010 there’s been nine teams that have played for a national championship,” Lanning said, a mere 15 seconds after being introduced by the moderator.

“Fortunate enough that Oregon has done that twice. Multiple conference championships have been won at this place. Obviously we had 2.57 million
viewers tune in every single week to watch our games, which is top 10 in the nation, best in our conference.”

How many coaches know their per-game-average of TV ratings? Seriously?

It really sounded like Phil Knight wrote his sale pitch to the Big Ten.

“I’m excited about the direction of our program, excited about being part of the fastest-growing brand in college football,” Lanning said.

How does he feel about playing his former team, Georgia? Lanning complimented the SEC, of course. Then he went back to pitching Oregon.

“Oregon, like I said, is a national brand. It’s fun to be in a place where you get to play premier opponents like Georgia.”

Wait, there’s more.

Dan Lanning

When asked if USC and UCLA’s future move has become part of the recruiting conversation, Lanning continued to hit those selling points.

“Oregon has been always a premier team in college football. I think we’ll continue to be. Our fans are extremely passionate. Being a top-10 team when it comes to views in homes this last year, the ability to compete for championships year in and year out with coaching changes and different things.”

Phil Knight must be pleased. “Brand” was mentioned more than once and television ratings weren’t touched upon by Lanning. They were molested.

If Big Ten Commissioner Kevin Warren was watching, well, Oregon should give Lanning a raise and a new pair of sneakers every holiday.

Arizona head coach Jedd Fisch opened up his podium speech by talking about… wait for it… the LA Rams and their Super Bowl win. When you go 1-11 your first year, sometimes you have to go back a few years to when you were a coach on a winning team—even though it was in the N.F.L.

Fisch gets Charlie Weis’s seal of approval.

Fisch was a delight. He even inner-channelled former Washington State head coach Mike Leach.

“Other coaches are telling recruits that we’re an off-season team, and we appreciate them pointing out our great off-season, but we feel like we’re going to be a really good in-season team too.”

A college football coach’s humor is so underrated.

Stanford head coach David Shaw provided his usual sportsmanship and class. But he also dropped some dog humor on us.

When asked if losing the two L.A. teams would diminish Stanford’s strength of schedule, he answered, “First of all, that’s two years from now.”

“That’s 14 years… regular people years… two college football seasons.”

With half the day’s events over, a break was in order. Lunch was an excruciating experience.

I give you my play-by-play:

We are told that lunch will be served on the fifth level terrace. We pile into the elevators after a *helpful* Pac-12 info person yells, “lunch is on the fifth floor” every 10 seconds. Everyone is uncomfortable because we had to wait awhile for an empty elevator while listening to her repeatedly tell us where to go.

We get off at the fifth level. We walk to the other side of the building and run into a dead end. A *helpful* Pac-12 info person tells us, “Yes, lunch is on the fifth level, but you have to go back to the elevators, go down to level four, then go across the building and take the elevator up to the fifth level.”

Did you get all that?

As we go back down to the fourth level, another Pac-12 info person is yelling about the fifth level lunch terrace.

Huh?

Now I know why USC and U.C.L.A. are leaving. It all makes sense.

Jake Dickert

We finally make it to the terrace on the fifth floor (achievement unlocked!) and discover there are not enough tables to seat everyone. I find a fun-looking table with two open seats, sit down and pick at my salad. I chatted with a nice, young man for 30 minutes before he introduces himself as Washington State’s new head coach, Jake Dickert. [Insert sheepish look here]

I had a terrific time talking with with him (and his players) and started feeling pretty good when I headed back to the elevators.

Good feeling… gone.

We went down to the third floor. Big mistake. What were we thinking taking the most direct route back to our work stations?

We have to go back to the fourth floor, walk to the other side of the building, then take the elevator down to the third floor and enter the Novo Theater. I sit down and decide if I should take a nap or watch the pending—if you’re a pessimist, looming—speeches/comedy/fireworks/paparazzi about to take place. Wisely, I chose the latter.

Arizona State head coach Herm Edwards was at the podium.

“Next thing I’m going to comment on before I open it up for questions, I’ve never taken so many elevators in a day,” he said. “I’m elevatored out right now. I don’t know what button to push, what floor I’m going to, but I know there’s a lot in this building, and they all work.”

Herm Edwards

Herm Edwards is my hero.

When he exited stage right he muttered, “Gotta go catch an elevator.”

As expected, U.C.L.A and USC were the last two schools on the schedule. Ostensibly, this is done to keep everyone here until the end so they can fight Friday traffic at its worst.

Chip Kelly

Bruins’ head coach Chip Kelly was worth the wait. The quips were fast and furious.

He was asked how far it is from his campus to Piscataway, New Jersey (Rutgers’ campus).

“It’s 2,765 miles,” he replied grinning.

“Four-and-a-half-hour flight. If you’re going west to east it’s longer because the weather goes across the country. Coming back would be a little bit longer, so… we hope that we win because then you don’t worry about how long the ride is on the way back.”

A Canadian reporter from Quebec started to ask him a question and Chip couldn’t help himself.

“We’re not going to Quebec,” he laughed.

Lincoln Riley

USC’s Lincoln Riley was last man up and his presence conjured up images from the Pete Carroll era. Photographers rushed up to the stage. Shutters were clicking and lights were flashing. Just like the good old days.

Riley didn’t mess around. He made some bold statements.

“We expect to have a national championship-caliber defense here at USC,” he proclaimed. USC fans must have swarmed the ticket office website after that statement.

“The people we brought in here, the staff we brought in here, we didn’t come here to play for second, he said.

“We came here competitively to win championships, win them now and to win them for a long time. That will always be our expectation.”

A reporter followed that up with, “What is your expectation for this year?”

“To win the championship,” Riley responded, without hesitation.

USC has its coach. U.C.L.A. has its coach. And for the next two years, it looks like the two defectors of the Pac-12 will be not only running L.A., but the entire conference. The swagger was there on display.

Overall, the day was as expected. Awkward. There were also some bizarre moments.

Between coaches’ media sessions we were “treated” to some interesting music choices. Bruno Mars’ “Uptown Express” was on a loop. But instead of Mars we got dueling violins.

There were two unidentifiable, fake plants set at each side of the stage. They stood out like a rack of ribs at a Vegan brunch. One of my Twitter followers suggested it was Cannabis. That would have been the most LA-thing ever.

Finally, the Internet is apparently a newfangled thing that this conference still has not figured out. “Spotty” does not even begin to describe this mess.

Was it a coincidence that as soon as the Pac-12 Commissioner began his opening remarks, the Wifi was non-existent?

Every Pac-12 Media Day has had this problem. I’ve never experienced a Wifi problem-free Media Day.

Maybe the Big Ten or Big XII can help the Pac-12 figure it out?

Should USC Leave the Pac-12 for the Big Ten or SEC? Answer: Yes!

Back in the day—the Pac-8 days, to be exact—the now-Pac-12 conference was known as USC and the Seven Dwarfs. USC was the Big Boy and was expected to play a Big Ten team every year in The Rose Bowl game.

Oh sure, every now and then a hiccup would occur. Between 1968 and 1977, USC won six of the 11 conference titles.

Fast forward to 2011, when the Pac-12 was formed.

Oregon, Stanford, Washington and Utah won at least one conference title during that time, with Utah being the latest. USC also won a conference title. On paper, one could say that the conference is diverse.

A contrarian, however, would argue that the conference is weak and no team has really stepped up since USC was hammered by the NCAA’s sanctions for impermissible benefits and lack of institutional control in 2010.

Of all the teams that have joined the conference since the inception of the Pac-8, only one has truly benefitted: Utah.

Hear me out.

The Arizona schools joined the Pac-8 in 1978 and the conference was renamed the Pac-10. Arizona State won the conference title in 1986 and 1996. Arizona won it in 1993. Since the conference expanded in 2011 to 12 teams with the additions of Colorado and Utah, the Arizona teams have floundered. Colorado has been in the conference basement while Utah has steadily improved over a decade.

The Utes won the conference last year and are favored again this year by Phil Steele. Go Utes. They deserve the accolades. But this isn’t about Utah. It’s about USC. And why it needs to leave the Pac-12.

The Pac-12 conference champion has turned in some truly ugly performances in its top-tiered bowl games. The Pac-12 champions have gone 5-7, including an Oregon blow-out loss to Ohio State in 2014.

The bowl games’ embarrassment aside, the real eye-opener is conference revenues. It is not pretty.

According to an Andrea Adelson ESPN article, in the 2020-21 season, “the ACC 990 form shows total revenue was more than $578.3 million, the highest gross revenue in league history, [while] the Pac-12 reported total revenues of $344 million — down 36% over the previous year.”

The ACC distributed an average of $36.1 million per school. “The Pac-12 reported an average distribution of $19.8 million per school, a decrease of 41% over the previous year,” according to Adelson.

Duke got around $36 mil? USC got around $19 mil. That’s embarrassing. No offense, Duke football.

Of course, the conference produced a myriad of reasons for the revenue losses, including media revenue decreases, game cancellations and post-season bowl games.

But whose fault was that?

The Pac-12 cancelled numerous games because of the Covid-19 pandemic but other Power 5 conferences were less inclined to throw in the towel in 2020. The Big Ten decided to play upwards of a half season. The ACC and SEC played anywhere from a half to full season.

Champions aren’t afraid to play.

In 2021, the downward trend of revenue for the Pac-12 continued.

According to USAToday’s Steve Berkowitz, the numbers for the Pac-12 were a stark comparison to the ACC, Big Ten and SEC’s.

SEC: $833 M (+$105M vs. FY20) B1G: $679.8 M (-$89M) ACC: $578.3M (+82M) Big 12: $356M (-$53M) Pac-12: $343.5M (-$190M)

It’s not just the (lack of) revenue that makes the Pac-12 a basement dweller. The Pac-12 was ranked No. 5 in 2022’s Power 5 conference strength by Phil Steele. That’s last place, for those confused.

So the conference is….. a dud. But is there anything else that could change its perception?

The Pac-12 may not have played a lot of football in 2020, but it did play a lot of politics.

The Conference of Champions is the Conference of Activism. Its offices are in one of the most polarizing states in the Union. Instead of seeing TV ads with football or basketball players showing off trophies or championship rings, the Pac-12 Network airs ads of athletes bragging about its climate change awareness, inclusivity and diversity.

That message may appeal to a West Coast recruit, but those Southern boys aren’t buying it. And those Southern boys have a lot of rings. Just sayin’.

If you are a 5-star athlete, are you going to the SEC where championships are expected? Or are you going to the Pac-12, where USC celebrates being named the (back-to-back!) champion of “Zero Waste Challenge“?

Now don’t get me wrong here. There’s nothing wrong with wanting to leave this planet in a better place, nor is it wrong to want diversity and inclusivity. But a testosterone-laden 5-star football recruit isn’t choosing metal straws over a 10-carat bling-bling on his finger. Let’s get real, people.

Dammit, can’t USC have it all? Not in the Pac-12.

Question: if the Pac-12 were winning more revenue-producing championships—in football and basketball, to be specific—would its TV ads still have the same message?

Doubtful.

One could blame former Pac-12 conference commissioner Larry Scott. He was in over his head. And unfortunately, his ego appeared to have prevented him from making a deal with satellite TV carriers such as Direct TV. As of now, Pac-12 Networks is not available on satellite TV.

I would include a poll of how Pac-12 fans living outside the Pac-12 footprint feel about a lack of access to their teams’ game on TV, but this site is rated G.

While that may not seem like a big deal to most football fans, it is a huge deal for USC fans. Like Notre Dame, USC is a private school with a huge football fan base that is spread across the United States.

Because of the Pacific Time Zone, most West Coast football starts late on Saturdays in the fall. If you are a Trojan fan living in New York City, watching a 7 pm (local time) USC game means you’re watching the opening kickoff around 10 pm.

Unforgivable.

And yet, Scott did nothing to change this. Beside polarizing the Trojan fan, what about the rest of college football fans (or AP voters!) who want to see how good Oregon or USC is? They are in bed, sleeping like a champ after a hard day watching elite football teams in prime time.

This brings us back to USC (thank you for your patience) and how it can do things to improve its situation. Hiring Lincoln Riley as its head coach was a great start. Now let’s put this Ferrari in 5th gear and let it rip.

Honest question here: If USC left the conference to play in the Big Ten or SEC….who would suffer more? The conference or USC?

[crickets chirping]

Yeah, you know the answer to that.

While the transition to any of those conferences would be a little rough—the level of play in those two conferences is much higher—USC would thrive after the initial shock.

With NIL deals now a large part of recruiting, USC can hold its weight because it is in one of the most desirable media markets in the country. The SEC and Big Ten would LOVE to have USC join its conference. There would be an immediate pipeline to California—one of the Top 3 most fertile recruiting grounds—and the conferences could have add a footprint in a West Coast state.

USC would have to give up its ties to the Rose Bowl game (unless it joins the Big Ten) but the Sugar Bowl is looking like a better venue.

There’s more.

USC v Alabama or USC v Washington State? USC v Texas A&M or USC v Oregon State? USC v Michigan or USC v Arizona? USC v LSU every damn year or USC v UCLA?

You get the picture.

USC’s TV revenues would substantially increase. USC’s athletes would see an increase in their exposure. USC’s strength of schedule would increase tremendously. How many times has a Pac-12 team suffered the humiliation of being overlooked for a bowl game due to conference SOS?

There’s the elephant in the room that also needs to be addressed.

The eventual formation of Super Conference is inevitable. Moving to a Big Boy conference now makes sense. Waiting until the invites are almost all extended does not make sense. The fact that Oklahoma and Texas made their move to the SEC should alarm Pac-12 fans. Notre Dame is already heavily aligned with the ACC. Things aren’t as stable one thinks.

Finally, moving to the Big Ten or SEC means USC football would be on a major network when all the “Big Boys” play. No more of this Friday night B.S,. no more half-empty stadiums due to fan apathy and no more insanely weird kickoff times.

Sure, the fans would have to travel farther away. But give SC fans a reason to tailgate like a true Southerner, and they are all in.

Tailgating in The Grove? Yes, thank you. Tailgating in Baton Rouge? Yes ma’am, pass the Jambalaya. Tailgating in the Swamp? Chomp chomp! Tailgating in the Big House? [shudders]

USC has been carrying its conference’s back for decades. It’s time for USC to go to greener pastures.

Yes, there are kinks to work out in regards to television rights, athletic wear licenses and such, but a good lawyer and a handful of wealthy boosters should sort out all the minutia.

Feelings will get hurt. I’m looking at you, UCLA and Stanford. My money is on you following USC.

Winners want to play where winners play.

It’s time for USC to move on and expand the legacy of its storied football program.