The Washington State Cougars take the field against the Oregon State Beavers at Martin Stadium on Oct. 17, 2015 in Pullman. Washington State defeated Oregon State during that day's game, 52-31. (Photo by William Mancebo/Getty Images)

The Washington State University football coach is one of the highest-paid public employees in the state. Yet WSU is bringing aboard its fourth head coach since 2020.

The Pullman school announced Friday that it was hiring Kirby Moore away from Missouri to replace Jimmy Rogers, who lasted less than a year.

The question now is whether Moore’s tenure will be different and usher in a new era of stability.

Moore, 35, has been the offensive coordinator at Missouri for the past three seasons.  

He grew up in the Yakima Valley town of Prosser, and is the younger brother of New Orleans Saints head coach Kellen Moore.

Kirby Moore was a wide receiver at Boise State from 2009-2013, then started his coaching career at the College of Idaho in 2014. Moore spent the next two seasons at the University of Washington, working as a graduate assistant and offensive assistant.

A press conference introducing Moore will be held next Tuesday. Terms of his contract were not disclosed.

“Coach Moore is the real deal, and exactly who we needed to propel us to the top of the new Pac-12,” WSU President Elizabeth Cantwell said Friday. “Our student-athletes have lucked out.”

Moore said in a statement that, “Becoming a first-time head coach at a special place like Washington State is a dream come true for my family and I.”  

WSU’s football coach is paid well over $1 million a year. Despite that salary, the position has seen recent turnover due to a combination of the pandemic and two ambitious coaches using WSU as a stepping stone.

The coaching turmoil comes as WSU seeks to stanch dropping enrollment while remaining relevant in the turbulent college football landscape. 

Cantwell has said repeatedly that a successful football program is key to reversing an enrollment decline of some 6,000 students at WSU in recent years. That starts with the right coach as Washington State University transitions to the new-look Pac-12 next season.

The highest-paid employees of the state of Washington are almost always the football and men’s basketball coaches at the University of Washington and WSU, each making well over $1 million per year. By contrast, Gov. Bob Ferguson makes about $230,000 annually.

Rogers was hired away from South Dakota State last winter for a salary of $1.57 million per year. He led the Cougars to a 6-6 record, and shortly after announced he was leaving for his dream job as head coach at Iowa State.

Prior to Rogers, Jake Dickert spent just over three years leading the Cougars, making about $2.5 million per year, before jumping ship last year for Wake Forest.

Dickert’s predecessor, Nick Rolovich, was hired in 2020 to replace the legendary Mike Leach. Rolovich coached during the COVID-shortened 2020 campaign, and was fired early in the 2021 season for refusing the state’s order that he get a COVID vaccination. Rolovich sued the state for $25 million, but lost in federal court.

The last football coach to spend any real time in Pullman was Leach, who was at one time the state’s highest-paid employee at $3 million per year. Leach led the Cougars to six bowl games in eight seasons before leaving after the 2019 season for Mississippi State, part of the powerful SEC. Leach died in 2022.

‘A job that coaches can have success at’

To be sure, the WSU job comes with some disadvantages. Pullman is a town of about 35,000 people located 75 miles south of Spokane in wheat farming country. It is far from the glitz of big cities, and recruiting top athletes there can be a challenge. Now that top players are demanding millions of dollars in “name, image, likeness” money to sign with a team, those difficulties are magnified.

Rogers this week insisted he did not intend to leave Pullman after one season, but could not turn down a job he had wanted for years.

“I didn’t take the Washington State job and move across the country to abandon it in one year. I didn’t,” Rogers said at his introduction Monday at Iowa State. “I took that jump because I believed in that product and what I could produce there.”

Rogers said that he would have liked to coach the Cougars in the Idaho Potato Bowl against Utah State on Dec. 22, but the administration decided an assistant coach would do that instead.

Complicating the problems at Washington State is that Athletic Director Anne McCoy was unceremoniously fired a few weeks ago by Cantwell for not raising enough in donations to the athletic department. 

For all the coaching changes, WSU’s football team has remained pretty good. The Cougars will go to their ninth bowl game in ten years this season, unprecedented success for the program.

“Washington State has proven time and again that it can be a job that coaches can have success at,” broadcaster and former Washington State quarterback Alex Brink said.

Cantwell has said the dramatic changes in the college football world that left Washington State behind require a coach who views name, image, likeness money and the transfer portal as strategic tools, not impediments.

Cantwell has also worked this year to improve the football fan experience in Pullman. That includes funding for a new scoreboard and other upgrades inside 33,000-seat Martin Stadium, in an effort to boost tepid attendance.

“We’ve got alcohol in the stands. We’ve got a whole plethora of things happening right outside the stadium,” Cantwell said. “Keep an eye on us. It’s getting better and better and better every game.”

As Atlanta gears up for the Cricket Celebration Bowl and anticipates a surge in tourism revenue, state lawmakers are beginning to question whether Georgia is doing enough to promote its tourism sector. With an annual budget of approximately $11 million allocated to tourism marketing, some lawmakers and industry experts believe this amount may not be sufficient to capitalize on the state’s potential. The Cricket Celebration Bowl, an event that draws attention from across the country, has underscored the opportunity to attract even more visitors to Georgia, but some believe the state is missing out on a significant marketing opportunity.

A National Stage: The Cricket Celebration Bowl

The Cricket Celebration Bowl is one of the most anticipated events of the year, bringing together top teams from Historically Black Colleges and Universities (HBCUs). This year, the game will take place on Saturday at Mercedes-Benz Stadium in Atlanta, and it will be broadcasted nationally, offering a prime opportunity to showcase Georgia to a wider audience.

However, as the game approaches, John Grant, the executive director of the Celebration Bowl, has pointed out a missed opportunity for Georgia’s tourism marketing. Despite being an event that draws national attention, the state is not using this platform to promote itself. Grant noted that while other states are taking advantage of the national broadcast to advertise their own tourist destinations, Georgia is not doing the same. He emphasized that this could be an invaluable moment to attract visitors and increase tourism dollars to the state.

Tourism Marketing: Is Georgia Doing Enough?

As it stands, Georgia allocates $11 million annually for tourism marketing, a figure that has drawn criticism from lawmakers and tourism professionals alike. Rep. Matt Gambill, a Cartersville Republican, expressed concern that this amount is insufficient, especially considering the state’s size and its potential as a tourist destination. Gambill pointed out that in comparison, many local construction projects, such as a new fire station or public safety center, could easily cost $11 million or more.

The state’s current level of investment in tourism marketing has been called into question, particularly in light of Georgia’s strong tourist destinations, its annual events, and the millions of people who visit the state for major attractions like Atlanta’s cultural landmarks, its vibrant food scene, and its proximity to the mountains and beaches. According to industry professionals, more money could be channeled into marketing these assets, helping to elevate the state’s profile on the national and international stage.

Missed Opportunities: Competing with Other States

Grant emphasized that other cities and states are making a concerted effort to market their tourism products during high-profile events, such as the Cricket Celebration Bowl. He cited the example of Mississippi, which ran multiple ads during last year’s bowl game, promoting its attractions. This, he pointed out, is a missed opportunity for Georgia.

Despite hosting nationally broadcast events like the Celebration Bowl, Super Bowl, and countless other major sports and cultural events, Georgia has not fully leveraged these platforms to promote itself as a tourist destination. Grant stated that these events are recurring, and they offer significant exposure, but the state’s marketing efforts do not align with the opportunities presented. Instead, he believes Georgia should use such events to showcase its unique culture, historical sites, and natural beauty, potentially attracting more visitors who are interested in exploring the state beyond its well-known attractions.

Preparing for a Future with More Tourism Dollars

As the Celebration Bowl and other high-profile events bring more people to Atlanta and Georgia, local leaders are discussing ways to increase the state’s tourism marketing budget. The idea is that by allocating more resources to marketing, the state can better capitalize on the attention brought by major events and, in turn, increase the economic benefits of tourism.

The Georgia General Assembly is set to receive recommendations on how to improve the state’s approach to tourism marketing by next month. It is likely that the committee, which includes key figures in the tourism and hospitality industries, will recommend increasing funding to better compete with other states and capitalize on the growing interest in Georgia’s attractions. With events like the Cricket Celebration Bowl showcasing the state to a national audience, the time may be right for Georgia to reevaluate its approach and invest more in promoting itself as a top travel destination.

A Positive Economic Impact for Georgia

While the discussions surrounding tourism marketing funding continue, many local businesses and tourism professionals remain optimistic about the economic potential that these events bring. Tyler Keifer, a resident of Warrensburg, highlighted the economic boom that events like the Celebration Bowl can create for Atlanta and the surrounding areas. Despite the challenges of planning for the influx of travelers, Keifer sees the World Cup and other large-scale events as a significant opportunity for the city to grow its economy and expand its tourism industry.

Tourism is not just about attracting visitors for major events. It’s also about creating long-term relationships with those who come for the first time and ensuring they return. By investing in tourism marketing, Georgia can begin to more effectively promote the state’s wide array of experiences, from beaches to mountain retreats, art festivals, and cultural events. The idea is to encourage more visitors to come, stay, and experience all that Georgia has to offer.

The Future of Georgia’s Tourism Industry

The upcoming Celebration Bowl is just one example of how major events can draw attention to Georgia. However, without a robust and strategic tourism marketing campaign, the state risks missing out on the long-term economic benefits of increased tourism. By increasing its marketing budget, Georgia can more effectively leverage national broadcasts, international visitors, and local events to highlight its rich history, diverse culture, and thriving tourism sector.

As Georgia continues to discuss the future of its tourism marketing efforts, it is clear that there is room for growth. The recommendations from the tourism committee will likely play a crucial role in shaping the future of the state’s tourism strategy, and with more investment in this area, Georgia could position itself as a leading destination for travelers both in the U.S. and around the world.