When Joni Taylor took over the Georgia women’s basketball program in 2015, the implied message was one of continuity. Of course Taylor went right to work putting her own mark on the program. Even as the lead assistant you’re not the one with the ultimate authority in a program’s operation. But the people and approach remained comfortably familiar. Two of the four coaches from Andy Landers’ final staff, including Taylor, remained with the program. The roster was largely unchanged and only had the usual attrition from graduation. The program’s daily operations weren’t interrupted or restructured. Then-deputy athletic director Carla Williams explained, “the program’s not broken.” Taylor had the cultural fit, was a favorite of fans and basketball alumni, and had the endorsement of Landers. It’s possible, without discounting the personal touches Taylor brought, to consider her seven years as an extension of what came before it.

With last week’s introduction of Katie Abrahamson-Henderson as Georgia’s next coach, nearly 40 years of continuity in Georgia basketball has ended. Yes, Coach Abe began her playing career at Georgia over 30 years ago and so understands its history and tradition, but that’s the extent of the connection. As a coach she is relatively unknown to Georgia fans. Her last four rosters at UCF have had one player from the state of Georgia. She will bring in her own assistants, and they have less coaching or playing experience in Georgia than Coach Abe. Only a few administrative staffers might remain to bridge the transition. That’s not necessarily a bad thing if you believe that the program needed a fresh approach in order to take the next step. But it does hint at the amount of work ahead of the new staff if the program is to reach a third straight NCAA tournament.

These are just some of the challenges awaiting Abrahamson-Henderson as she gets down to work:

The competitive landscape

When you take a job in the SEC, you know what you’re getting into. Women’s basketball is taking on a higher profile. There are national TV broadcasts, and the best players and coaches are building recognizable and effective personal brands through the college game. The SEC is leading the way, and the competitive energy required to keep up is intense. The conference has been active since Georgia last hired a coach: 9 of the 14 schools have changed head coaches in the meantime. High-profile hires have driven up the cost of doing business, and staff salary pools have had to keep pace. Increased media coverage means that nearly every game is broadcast and scrutinized. Nearly everyone is trying to get better and investing more in their program. Georgia must decide if it wants to ride this wave, and Coach Abe will have to hold the school accountable for its commitment to the program.

South Carolina has a stranglehold on top of the SEC, but the rest of the league has proven fairly transient as coaching changes took root. Kim Mulkey was able to elevate LSU from the middle of the pack to a second place finish in 2022. Mississippi State went in the other direction – from national title game appearances in 2017 and 2018 to out of the NCAA tournament in 2022. Texas A&M won the regular season title in 2021 but dropped into the bottom third of the league this season. New coaches at Ole Miss and Florida breathed new life into programs trapped in the conference cellar. That’s encouraging in one sense. The ceiling for the best SEC teams is the national title. On the other hand, it’s unsettling: it doesn’t take long to be passed by after a couple of sub-par recruiting classes, a rash of injuries, or an ineffective hire.

Another direct competitor Georgia fans might overlook is Georgia Tech. The series historically dominated by Georgia has taken a sharp turn towards parity. Tech rebuilt their program with foreign talent mixed with quality prospects from across the south. Georgia’s inability to lock down the state in recruiting (more on that below) aided this effort and has made Tech a thorn in Georgia’s side. In fact, Joni Taylor had a losing record (3-4) against the Yellow Jackets, and Georgia has dropped 3 of the last 4. Retaking control of this rivalry that was once an afterthought would be small but visible progress that any Georgia fan can appreciate.

Any discussion of college sports these days has to acknowledge the transfer portal. Georgia has been a popular transfer destination with standouts like Taja Cole, Mikayla Coombs, and Jenna Staiti joining the program. This coaching change might make the portal a little less popular among Georgia fans. The Lady Dogs have already seen a couple of players and prospects signal their intent to explore a transfer. The 2023 team was already going to be thin in a couple of spots before any attrition, so Abrahamson-Henderson will likely need to be active herself in the transfer market. Attracting transfers could have a lot to do with her success out of the gate before her more traditional recruiting operation kicks into gear. Speaking of recruiting…

Recruiting

As Georgia’s associate head coach from 2012-2015, Joni Taylor was already heavily involved with recruiting. That experience didn’t immediately pay off once she became head coach and revamped Georgia’s recruiting in the era of social media. Her first impactful infusion of talent came in 2017 with the nation’s #9 class that included recent stars like Que Morrison and Gabby Connally. Another top 20 class followed in 2019, but Georgia didn’t string together consecutive top 20 classes until 2021 and 2022. Georgia’s brand is national; the strong 2017 class featured three out-of-state players, and 5* prospects like Chloe Chapman (Maryland) and Reigan Richardson (North Carolina) have been added since. The bigger problems left for Abrahamson-Henderson to solve are consistency from year-to-year avoiding unbalanced classes and improving recruiting results right here at home.

It’s not news that the state of Georgia produces as much women’s basketball talent as it does for other sports. Recruiters flock to the state, and competition is fierce. Peach State talent is spread across the SEC. Only four SEC teams didn’t have a Georgia native on their roster last season, and more than half of the SEC had a Georgia native start a game. In 2019, 12 of 14 SEC teams had a player from Georgia. Both of this year’s national title game participants started a Georgian.

We often hear about Georgia’s difficulty recruiting in-state with men’s basketball. But many of those same issues have plagued the women’s program over the past 10-15 years. Georgia can always count on signing homegrown players, but it’s been tough to convince the state’s very best to stay home. Top prospects from Georgia have signed with schools as disparate as Stanford, Maryland, Duke, and UConn. Georgia signed the state’s Gatorade Player of the Year in 2004 and 2005. Since 2005 only two others – Anne Marie Armstrong and Sydney Bowles – have signed with Georgia out of high school. (Georgia will hope that Bowles remains committed through the coaching transition.) Two others, Staiti and Coombs, signed elsewhere before transferring to Georgia. Georgia’s slide from national and even SEC contender status has gone along with this struggle to attract the state’s best players to Athens.

The ascendency of South Carolina has only made the job more challenging. Before Bowles the previous two Georgia Gatorade Players of the Year inked with Dawn Staley. To buck that trend, a Georgia coach needs her version of A’ja Wilson: the elite player who could have signed anywhere and showed faith in the local program. Georgia began to show signs of progress in state with commitments over the past two years from Jillian Hollingshead, Janiah Barker, and Sydney Bowles. It remains to be seen whether those individual signings hold up through the transition, but the larger point is that Georgia was making some headway where it needed to. Abrahamson-Henderson and her staff won’t be starting completely from scratch, but establishing their own in-state connections and recruiting network must be a priority. Hopefully it won’t take 5+ years to do so.

Attendance

Forget the lazy excuse that Georgia fans just won’t support basketball. Tom Crean’s program set consecutive attendance records in 2019 and 2020 without a quality product on the court. That rising tide never lifted women’s basketball attendance, but that’s not to say that the program has never been a big draw. The top 10 women’s basketball crowds at Georgia, including five sell-outs, all occurred more than 10 years ago.

Attendance under Taylor grew modestly from just under 3,000 per game in 2017 to a high of 3,830 per game in 2019. It slid a bit in 2020 to 3,411 during a sub-par couple of years and of course took a nose-dive in the pandemic season of 2021. Fans cautiously made their way back to Stegeman in 2022 with an average of 2,861 per game. The season’s attendance high naturally came against South Carolina with 5,461 fans of both schools turning out. The Tennessee game drew 5,117 fans.

It might seem a little premature to talk about filling the seats before the program returns to the Sweet 16 and beyond. But the one thing that Crean got right is that fans can be a part of the rebuild. It’s easier to recruit if prospects can imagine themselves playing in front of large and energetic crowds. Networks want to put not only successful programs but bigtime environments in their best time slots. Those programs driving the growth of the sport are bringing in fans who might not have even considered women’s basketball 10 years ago. Attendance can’t be an afterthought that must wait until everything else falls into place.

There’s been a core group of fans that found the program during better years, but as they’ve aged and reduced in number there hasn’t really been a large inflow of new fans to replace them. Last season the school introduced an Enhancement Fund for women’s basketball comparable to funds used for other sports. Season tickets were tied to this new fund, essentially doubling the price of season tickets for the most loyal fans. That’s life in modern college athletics, but it also made the job of courting new seasons ticket holders that much more difficult.

This coaching transition is as good of a time as any to reevaluate how Georgia markets women’s basketball. What are some actions that might help Abrahamson-Henderson draw larger crowds to Stegeman Coliseum?

• Win. Duh. The simplest way for Abrahamson-Henderson to grow the Georgia fan base will be to produce a consistent winner. Of course that’s the goal of any coach, but it works and is what built Georgia’s foundational fan base.
• Play a compelling style of basketball. Georgia’s calling card over the past decade has been solid defense leading to more wins than losses, but often even the wins were as fun as a trip to the dentist. Coaches will tell you wins are wins, and purists can appreciate defensive battles. Unless you have the defense of the 2021 Georgia football team, low-scoring defensive grinds can be a tough sell. Abrahamson-Henderson pointed out the importance of a lock-down defense to the national title contenders and makes that a focus of her coaching, but she also promised an aggressive, up-tempo energy that should be entertaining.
• Shamelessly self-promote. How did Georgia gymnastics become and remain Stegeman Coliseum’s top draw? How did Tom Crean set attendance records during some miserable seasons? They asked for it. Constantly. Suzanne Yoculan was a natural salesperson who made her meets must-see events as the program became the nation’s best. Crean hit the road during his first off-season energizing fans and student groups. Attendance was already on the way up when Anthony Edwards arrived, and that sent attendance to another record high.
• Make growing the fan base a priority of the athletic department. Self-promotion can get you so far, but the effect can be multiplied by leveraging Georgia’s extensive resources. Cross-promote with other sports and season ticket holders – and that means more than waving to the crowd during a football timeout. Support and resources from the athletic department will be important in many areas; marketing is only one of them.
• Develop and market star players – and build around them. Elite players will draw curious fans. Georgia hasn’t had a WNBA first-round pick since 2008. Jenna Staiti was only the second first-team All-SEC selection since 2016. Of course Georgia has had plenty of good players over those spans, but the program has struggled to produce the household names that fans will tune in to watch and buy tickets to see in person.
• Engage students. There’s no question that the fan base trends older. Women’s basketball games are also popular with families and especially families with young daughters. It’s an inexpensive family entertainment option. It’s even less-expensive (free!) for Georgia students to attend, but that’s been a tougher group to reach. There have been giveaways and other promotions, but the bigger challenge is making women’s basketball games social events where friend groups want to congregate.

The almost-daily frenzy of news following Taylor’s departure will die down soon, but Coach Abe will be a whirlwind of activity over the next six months before preseason practice begins. Among other things she’ll have to evaluate Georgia’s returning players, get what she can out of the spring recruiting period and transfer portal, set up her own recruiting operation to catch up on the 2023 class and beyond, establish her offseason program, hold summer camps, and provide input on everything from her new office to next season’s schedule. It helps that she’ll have a familiar set of assistants who can anticipate her expectations and preferences, but they’ll also be making their own adjustments. It also helps that she’s done this before with great success. Whether that experience can translate to the SEC is the big question, and we’ll begin to see around October what this new era of Georgia women’s basketball will look like.