So, other than selling beer at West Virginia University football games, what plans do first year Director of Athletics Oliver Luck have in the makings for his alma mater?
"First of all, our biggest priorities will be the continuation of what I have been trying to do for the first eight or nine months," Luck explained. "Which is to look, quite honestly, at everything we do."
That means looking into ticket sales, fitness facilities, sponsorships-the list goes on and on. But, it also is a list that has needed a closer inspection over the past years.
"We want to look at how we operate as an organization," continued Luck. "We want to see where all the money goes that we spend and how we fundraise."
The process won't be an easy one, nor will it be a quick one. There will be some painful transitions until WVU's 11th Director of Athletics gets things where he feels they need to be in order for the old gold and blue to compete on a national level with the likes of Ohio State, Notre Dame, and Texas, just to name a few.
"We haven't had a chance to look at everything yet. Not the way that I would like to look at it,'' Luck said. "I think we will continue to look at things and see where we can become more efficient."
One of those areas surrounds the Mountaineers' football program and its place in the Big East Conference.
"One of our focuses will be to continue to look at how we can work with our conference. We are at the bottom of the heap as far as the other big conferences in terms of television revenues.
"Football, in particular, has fallen way behind conferences like the ACC."
That is why WVU's athletic leader will work within the conference to enhance its market value in its biggest revenue-producing sport-football.
"The business of collegiate athletics is changing quickly. I don't think there is any industry which has undergone as much change as collegiate athletics over the last 10 to 15 years."
Luck's background proves that he is more than capable of accomplishing this feat.
A lead official for the National Football League in its development of a competitive program in Europe and the person responsible for developing a multi-million dollar soccer program in Houston, Luck's pedigree for success is unmatched.
Given time and cooperation, there is little doubt that he will have a positive impact on both WVU and the Big East.
"We think that it is very important for us to generate the revenues that we need to be competitive with the other major conferences in the country. Ultimately, we want to produce the best product we can both on and off the field."
Change, not only beer, is on its way to West Virginia University.
Luck will be in Parkersburg on Wednesday as he is the guest speaker for the Leadership Dinner for the Allohak Council of the Boy Scouts of America.
Contact Jim Butta at email@example.com