The eyes of the world are on dozens of cities across the United States as the country joins Mexico and Canada to host the World Cup for the first time in more than 30 years. As I’ve watched social media coverage of visitors exploring across Dallas, Kansas City, New York, and Boston, the Tartan Army, as fans of Scotland dub themselves, have captured my attention.
This group has taken over Boston and the surrounding area. According to the BBC, more than 50,000 members of the Tartan Army were in Boston for the games. Here are four things I’ve noticed that the Tartan Army does well that could benefit those of us working in higher education.
Four Takeaways for Higher Education
1. Be Authentically Yourself
The Tartan Army is quirky. They kept putting traffic cones on statues across Boston. They drank all the beer in several pubs across the city. They are singing in every bar and ballpark they can find. It’s a different level of fandom, but it works and is consistent for these fans.
For higher education: It is important to remember what is truly unique about our institutions and focus on that. Whatever that “thing” is, we should be unabashedly and unapologetically focused on it. Culture also plays a role in this that should be considered. What are those campus traditions that may not make sense but create a shared connection among generations of students and alumni? Leaning into those is something that can help us better showcase the experience of life on our campus.
2. Creative Thinkers
The Tartan Army is wildly fun, but they are also creative thinkers. When transportation to the stadium cost more than they wanted, they got creative and rented school buses for game transportation. Similarly, they chartered a boat to explore, which allowed them to skirt local drinking laws and begin day-drinking.
For higher education: The lesson here is the answer doesn’t have to always be the expected one or how it’s always been done. A willingness to explore other options creates opportunity for innovation. Creative approaches should focus on knowing the goal, the requirements for a winning solution, and the time to assess the options. In our profession, sometimes we box ourselves into how something has been done in the past, and we don’t fully make the most of creative solutions that might exist.
3. Show the Joy
The Tartan Army was wildly excited to be in Boston. It was the first time they’d made the World Cup since the 1990s, and they wanted to make the most of the moment regardless of game outcomes. They held a parade of bagpipes en route to Fenway Park, and they took over the outfield for a karaoke party. Win or lose, they were celebrating the moment, and that was enough.
For higher education: We make an incredible impact in the lives of our students. We change lives. We help them achieve their dreams. I think the joy of that work can sometimes get lost in the pressures of budgets, competing expectations, and external forces. Remembering the work we do and the impact we make, can help our profession be better at sharing the joy of our work. For example, that might be sharing a student story about the life-changing impact of higher education. The stories and experiences that remind us about the purpose of our work are valuable, and we should never tire of finding ways to share these.
4. Support the Community
The Tartan Army helped Boston and the surrounding neighborhoods. They cheered hard for the Red Sox and helped sell out Fenway Park. They also donated more than $30,000 to local charities from proceeds of the school buses they chartered. When they head to Miami this week, they will have left Boston better than they found it.
For higher education: We do so much great work to support our communities. Our profession is actively making our communities better. We could be better at equipping others to advocate on our behalf. Think about community partners, alumni, and local officials, and what they need to partner. I think it’s important we encourage them to share successes but also make sure they have the language, stories and data to champion our work. Building that into our strategy is an opportunity we shouldn’t miss.
What’s Next
As the World Cup continues, I’ll be watching the Tartan Army and rooting for Scotland. Their ability to be authentically themselves, creative thinkers, joyful, and impactful has captured my attention. While they are dedicated soccer fans, they offer some good insights to help our profession, and I’m cheering them on. After all, No Scotland, No Party.
