Student Union
COVID Threatens Small Colleges, Small Towns
There's a lot riding on a kickoff set for 6 p.m. Saturday, Sept. 12.
The Sterling College Warriors are scheduled to take on the McPherson College Bulldogs at home. If that familiar thud of shoe against football and cheer from the stands doesn't happen, the college that keeps the central Kansas town's economy humming, that gives it cultural vitality, and that separates Sterling from the hollowing out that defines so many other small Midwestern towns, might not survive.
The school, after 133 years, could die and doom the town that takes such pride in the football squad and embraces the student body like family.
"If COVID defeats the athletic season this year, it will probably defeat a lot of small colleges," said Jeb Miller, a non-traditional senior at Sterling College. "And, as a result, harm a lot of small towns. Badly."
Hundreds of small colleges dotting the country rely on students paying tens of thousands of dollars a year in exchange for a distinctive, personal, high-touch college experience.
Many of those colleges hung on year-to-year even before the pandemic. Now COVID-19 threatens to cut off the oxygen sustaining these schools, and the sports programs that drive enrollment, KCUR-FM reports.
But the very thing small colleges need to stay afloat — students coming in, spending money, playing sports — also poses a major risk to relatively isolated little towns that, so far, have dodged major coronavirus outbreaks.
Only about 2,200 people live in Sterling out on the flat, flat plains of south-central Kansas. But this small city boasts an almost idyllic downtown. New office buildings. Two good coffee shops. A nice grocery store, a bowling alley, you name it.
Sterling has good schools, competitive sports teams. Locals say school plays, games and concerts draw big crowds. Without the college, the money, diversity and energy that defines life in Sterling could evaporate quickly.
"There is just so much overlap," said Kyler Comley, a Sterling College senior who's lived in the town all his life. "The community supports the college. The college supports the community. You know, you just see how everything's intertwined and how people are just so overly giving and involved."
Every student attending Sterling College gets paired with a family in town. Those families speak endearingly about their adopted scholars.
The students left in March. Most haven't come back. Like many people here, Sterling criminal justice professor Mark Tremaine said that starting classes up again in person this month is make or break for Sterling College.
"The bottom line is, we've got to get students back to campus. If we're going to survive," he said."We have to accept whatever the risks are and do it."
And that's the plan. Sterling doesn't have much of a choice.
"We have committed to open up in the fall," Sterling College President Scott Rich said. "With face to face classes, face-to-face coursework, dorms and activities and full swing. But we're committed to doing it safely."
Rich said the school will quarantine students coming back to the dorms, test them liberally, and isolate those who come down sick in local hotels.
Rich said the freshman class looks strong, with about 200 new students. But he is desperately trying to woo 50 or so upperclassmen who haven't signed on this year. The school needs them because, like many other small institutions, Sterling College scrapes by from year to year.
"We're always dependent upon enrollment, always dependent upon that next year, always dependent upon persistence or retention," Rich said. "We have to get students to come back."
Other small-town schools across the country, and the communities tied to their fate, face the same existential crisis.
"Some of the people I know are looking at hundreds of colleges going out of business within the next several years, if this pandemic continues and if the economic devastation associated with it continues," said Scott Carlson with the Chronicle of Higher Education.
Small liberal arts colleges have been shaky for years. Enrollments have slumped, endowments have been drained. Many schools have piled on debt in a building boom fueled by competition for students.
Most offer courses online, but online classes don't pay the bills. Small schools survive only by providing an expensive, in-person college experience. And Carlson said the pandemic shreds that business model, and threatens to trigger the higher education equivalent of a mass extinction.
"It's kind of sad," he said. "These colleges are unique, little entities all on their own, and each one of them provides a unique spin on higher education."
Sterling College, for instance, leans heavily on a particular interpretation of Christianity. Guarding the front door of the classic, old limestone building that anchors campus is a statue of Christ — not being tortured on the cross, but humbly washing the feet of a disciple. "Servant leadership," as anyone here will tell you, guides the campus ethic.
But Jesus doesn't keep the lights on here. Football does.
"We do have a good football team," said Sterling's athletic director, Scott Downing. "They've been fairly successful the last dozen years and been to the national playoffs, won the conference championship."
The team helps bring the students together, but more importantly, it drives enrollment.
"With a football team number of about 125 to 135 student-athletes, quite a bit of our student body is involved in that sport," Downing said.
That's an understatement. There are only about 500 students on campus in a given year, one in four is on the football team. And there are 20 other sports.
The chance to play college sports is a major selling point for schools like Sterling. It drives enrollment. But in a pandemic, sports can be vectors for disease. And Jed Miller, who's finishing his degree at Sterling online next year, says that's another vulnerability.
"If COVID defeats the athletic season this year, it will probably defeat a lot of small colleges," he said. "And as a result, hurt a lot of small towns ... badly."
So, the same colleges that keep some small towns vibrant now pose a particular threat to public health.
"The college probably is the most dangerous element for us in terms of COVID," said Kristina Darnauer, a family practice doctor in Sterling. "It potentially brings back students from all over the US who have variable levels of exposure."
Darnauer is torn. She loves Sterling, loves the college, and fully appreciates how important it is to the school and the town that college ramp almost as normal this fall.
But she's got patients to care for. And she said this county, with only one hospital and no intensive care unit is not ready for a cluster of coronavirus cases.
"If we have a huge outbreak," Darnauer said, "we're going to be out of resources very quickly."
Small colleges and college towns across much of the country face the same worries.
But some analysts say that a pruning of universities may prove inevitable, and that the coronavirus has only sped up the thinning of the higher education herd.
"I actually see the future of higher education, broadly speaking, as entering a new golden age," said Richard Price, a research fellow at the Clayton Christensen Institute. It's a think tank that presses for dramatic change in institutions.
Price said the pandemic may hasten the evolution to better online classes, and a public education system that's much more accessible and equitable.
"The traditional model, it was originally for the landed elite and it wasn't for all genders," Price said. "It wasn't for all races. And that is slowly getting phased out along with some older business models that aren't pivoting well."
And Price thinks many little colleges will adapt. Lots of them have cheated death before. But he said there's little doubt that this time next year the United States will have many fewer colleges. Folks in Sterling Kansas hope and, yes, pray, that Sterling College is among the survivors.
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College athletes push for voter turnout while largely avoiding controversy as election nears
Lily Meskers faced an unexpected choice in the lead-up to the first major election she can vote in.
The 19-year-old University of Montana sprinter was among college athletes in the state who received an inquiry from Montana Together asking if she was interested in a name, image and likeness deal to support Sen. Jon Tester, a three-term Democrat seeking re-election. The group, which is not affiliated with the Tester campaign, offered from $400 to $2,400 to athletes willing to produce video endorsements.
Meskers, who is from Colorado but registered to vote in Montana, decided against the deal because she disagrees with Tester's votes on legislation involving transgender athletes in sports.
"I was like, OK, I believe that this is a political move to try to gain back some voters that he might have lost," Meskers said. "And me being a female student-athlete myself, I was not going to give my endorsement to someone who I felt didn't have the same support for me."
Professional athletes such as LeBron James, Colin Kaepernick and Stephen Curry have taken high-profile stances on hot-button topics and political campaigns in recent years, but college athletes are far less outspoken — even if money is available, according to experts in the NIL field. Being outwardly political can reflect on their school or endanger potential endorsement deals from brands that don't want controversy. It can certainly establish a public image for an athlete — for better or for worse — or lead to tensions with teammates and coaches who might not feel the same way.
There are examples of political activism by college athletes: A Texas Tech kicker revealed his support for former President Donald Trump on a shirt under his uniform at a game last week and a handful of Nebraska athletes a few days ago teamed up in a campaign ad against an abortion measure on the Tuesday's ballot.
Still, such steps are considered rare.
"It can be viewed as risky and there may be people telling them just don't even take that chance because they haven't made it yet," said Lauren Walsh, who started a sports branding agency 15 years ago. She said there is often too much to lose for themselves, their handlers and in some cases, their families.
"And these individuals still have to figure out what they're going to do with the rest of their lives, even those that do end up getting drafted," she added.
College coaches are not always as reticent. Auburn men's basketball coach Bruce Pearl has used social media to make it clear he does not support Kamala Harris, Trump's Democratic opponent in next week's presidential election. Oklahoma State football coach Mike Gundy once caused a stir with a star player for wearing a shirt promoting a far-right news outlet.
Blake Lawrence, co-founder of the NIL platform Opendorse, noted that this is the first presidential election in the NIL era, which began in July 2021. He said athletes are flocking to opportunities to help increase voter turnout in the 18-to-24 age demographic, adding that one of his company's partners has had 86 athletes post social media messages encouraging turnout through the first half of the week.
He said athletes are shying away from endorsing specific candidates or causes that are considered partisan.
"Student-athletes are, for the most part, still developing their confidence in endorsing any type of product or service," he said. "So if they are hesitant to put their weight behind supporting a local restaurant or an e-commerce product, then they are certainly going to be hesitant to use their social channels in a political way."
Giving athletes a voice
Many college athletes have opted to focus on drumming up turnout in a non-partisan manner or simply using their platforms to take stands that are not directly political in nature. Some of those efforts can be found in battleground states.
A progressive group called NextGen America said it had signed players in Arizona, Michigan, Nevada, New Hampshire, Pennsylvania and Virginia to encourage voting among young people. Another organization, The Team, said it prepped 27 college athletes in Pennsylvania, North Carolina, Arizona and Michigan to lead volunteer voter participation opportunities for students. The organization also said it got more than 625 coaches to sign a nonpartisan pledge to get their athletes registered to vote.
The Team's executive director is Joe Kennedy, a former coach who coordinated championship visits and other sporting events at the White House during President Barack Obama's administration. In early October, it hosted a Zoom event during which panelists such as NCAA President Charlie Baker and WNBA players Nneka Ogwumike and Natasha Cloud gave college athletes advice about using their platforms on campus.
In its early days, The Team seized upon momentum from the record turnout seen in the 2020 election. The NCAA that year said Division I athletes could have Election Day off from practice and play to vote. Lisa Kay Solomon, founder of the All Vote No Play campaign, said even if the athletes don't immediately take stands on controversial issues, it's important for them to learn how.
"It is a lot to ask our young people to feel capable and confident on skills they've never had a chance to practice," Solomon said. "We have to model what it means to practice taking risks, practice standing up for yourself, practice pausing to think about what are the values that you care about — not what social media is feeding into your brain, but what do you care about and how do you express that? And how do you do it in a way that honors the kind of future that you want to be a part of?"
Shut up and play?
Two years ago, Tennessee-Martin quarterback Dresser Winn said he would support a candidate in a local district attorney general race in what experts said was very likely the first political NIL deal by a college athlete.
There have been very few since.
The public criticism and fallout for athletes who speak out on politics or social issue can be sharp. Kaepernick, the Super Bowl-winning quarterback of the San Francisco 49ers, hasn't played in an NFL game since January 2017, not long after he began kneeling during the national anthem at games.
Meskers, the Montana sprinter, said political endorsements through NIL deals could create problems for athletes and their schools.
"I just think that NIL is going to run into a lot of trouble and a lot of struggles if they continue to let athletes do political endorsements," she said. "I just think it's messy. But I stand by NIL as a whole. I think it's really hard as a student athlete to create a financial income and support yourself."
Walsh said it's easier for wealthy and veteran stars like James and Ogwumike to take stands. James, the Los Angeles Lakers star, started More Than a Vote — an organization with a mission to "educate, energize and protect Black voters" — in 2020. He has passed the leadership to Ogwumike, who just finished her 13th year in the WNBA and also is the president of the Women's National Basketball Players Association. More than a Vote is focused on women's rights and reproductive freedom this year.
"They have very established brands," Walsh said. "They know who they are and they know what their political stance is. They know that they have a really strong following that -- there's always going to be haters, but they're also always going to have that strong following of people who listen to everything that they have to say."
Andra Gillespie, an associate professor at Emory University who teaches African American politics, also said it is rare that a college athlete would make a significant impact with a political stand simply because they tend to have a more regional platform than national. Even celebrities like Taylor Swift and Eminem are better at increasing turnout than championing candidates.
"They are certainly very beneficial in helping to drive up turnout among their fans," Gillespie said. "The data is less conclusive about whether or not they're persuasive – are they the ones who are going to persuade you to vote for a particular candidate?"
Athletes as influencers
Still, campaigns know young voters are critical this election cycle, and athletes offer an effective and familiar voice to reach them.
Political and social topics are not often broached, but this week six Nebraska athletes — five softball players and a volleyball player — appeared in an ad paid for by the group Protect Women and Children involving two initiatives about abortion laws on Tuesday's ballot.
The female athletes backed Initiative 434, which would amend the state constitution to prohibit abortions after the first trimester, with exceptions. Star softball player Jordy Bahl said on social media that the athletes were not paid.
A University of Montana spokesperson said two athletes initially agreed to take part in the NIL deal backing Tester. The school said one withdrew and the other declined to be interviewed.
For Meskers, deciding against the offer boiled down to Tester twice voting against proposals to bar federal funds from going to schools that allow transgender athletes to play women's sports, a prominent GOP campaign topic. Tester's campaign said the proposals were amendments to government spending packages, and he didn't want to play a role in derailing them as government shutdowns loomed.
"As a former public school teacher and school board member, Jon Tester believes these decisions should be made at the local level," a Tester spokesperson said. "He has never voted to allow men to compete against women."
Meskers said she believes using influence as college athletes is good and she is in favor of NIL. She just doesn't think the two should mix specifically for supporting candidates.
"I think especially as student athletes, we do have such a big voice and we do have a platform to use," she said. "So I think if you're encouraging people to do their civic duties and get up and go (vote), I think that's a great thing."
