THE CARLSON CHRONICLE

The Only Thing That Matters

Chris Carlson/Carlson Chronicles

The old joke used to be that Boise State was a football team in search of a university. For partisans of the University of Idaho, Idaho State University or BYU-Idaho the joke may be on you. Turns out¸that legendary Green Bay Packer coach Vince Lombardi was correct: “Winning is the only thing that matters.”

Knowing that when I managed the Gallatin Group’s Spokane office that I had done consulting work for the University of Idaho, and our son is a Vandal, a former colleage sent me four year old polling data with a note that stated “in case you were wondering.”

The data is more true now than even four years ago. We live in a world where perceptions are more important than facts. Thus, the view towards Idaho’s four major universities is shaped dramatically by Boise State’s successful football and basketball programs.

Some examples:

 Of the 500 adult respondents (+/- 4% sampling error) 61% thought Boise State was the most valuable to the State’s economy as opposed to 18% who cited the University of Idaho and 2% who cited Idaho State University.  When it came to naming which was the leading academic school, 28% said BSU, 27% the University and 14% said ISU.  Which school has the best faculty? BSU was cited by 25%, the University by 21% and Idaho State by 9%.  Which of the three is the most affordable? Again, BSU was cited by 18% of the respondents; the University of Idaho by 16% and ISU by 2%.  Asked which of the three one would most often recommend if asked, 42% said Boise State; 26% the University and 18% said ISU.

From a long-term trending standpoint, one item both the University of Idaho and Idaho State should note with alarm is that Boise State is perceived by those with an opinion to be the university best offering courses that will most likely to help one find a job in the modern economy.

Today’s college students are much more attuned to the rapidity of change in the economy, that fully 65% of the job descriptions in 2036 will not have even existed in 2016.

Pollster Greg Strimple (who granted verbal permission to cite his findings) drew from this and other information, such as the perceived quality of education, that BSU partisans demonstrated more enthusiasm and energy than did their counterparts.

Clearly, this is a major reflection of BSU success in football and basketball. People like winners and often their identity is tied to a favorite team in a favored support.

Rating the perceived quality of education at the three major public universities (Good/excellent vs.fair/poor plus the did not know) showed basically solid margins: BSU, 78% positive to 22% negative; U of I, 70% to 30%; and, Idaho State, 62% to 38%.

When asked what degree programs the respective schools were most noted for, 37% of the respondents when asked about the University of Idaho said they “did not know,” but of the remainder 17% cited engineering, 15% agriculture, 14% law, and 4% forestry. On the negative side fully 20% said the Vandal school had a reputation for being a “party school.”

One plus for Idaho State despite the fact that 49% of the respondents could not name one academic program the school was noted for, the remaining half did associate ISU with medical courses and engineering. Pharmacology was cited by 13%; nursing by 9%; other medical by 7% and engineering by 5%.

A sour note for BSU was the inability of 50% of the statewide respondents to name one academic degree program BSU is best known. Of those that could cite something it was business and education.

It makes little difference though because when asked what Boise State is most noted for, 51% said its successful football program. Therein lies the tale.

Another old saying explains part of this tale: location, location, location. The major disadvantage for Idaho, Idaho State and BYU-Idaho is that they are located respectively in Moscow, Pocatello and Rexburg, not Boise where 60% of the respondents reside and fully two thirds of Idaho voters call Ada or Canyon county home.

The other conclusion to be drawn comes from former Idaho State University President William E. “Bud” Davis: “The most important decision a university president makes is who he hires to coach the football team; and, the second most impotant decision is who he hires to coach the basketball team.’

By that metric one can conclude Boise State and Idaho State’s football and basketball coaches are relatively “safe.” Idaho’s coaches, on the other hand, might want to start dusting off their resumes. -30-