When athletic director David Matlin looks at a cross section of the crowds at University of Hawaii athletic events, he sees…

“A lot of people with hair like mine,” he says.

The salt-and-pepper-haired Matlin is referring to a notable paucity of students in particular and millennials in general, something UH is pledging new initiatives to improve this school year by incentivizing attendance.

Student attendance at Aloha Stadium averaged 858 per game in 2017, about 5 percent of those on hand. Men’s basketball averaged even fewer at 146 students per game, according to UH figures.

Schools nationwide have been grappling with sliding numbers of student and millennial attendance. At UH, as at many schools, the decline comes despite a program that sets aside seats for students at school sports events.

There is a mandatory $50-a-semester athletic fee at UH. Student seating was re-implemented in September 2010 ahead of the student athletic fee, which was imposed at the beginning of the 2011 spring term.

But the history of student turnout has been light, never averaging more than 1,120 in 2010-11 for football or above 354 for men’s basketball (2012-13).

Wahine volleyball reached an average of 355 in 2013-14 but has since declined.

In an effort to boost attendance among students and millennials in general, UH is preparing to launch the H Rewards app, which Matlin calls “a new and exciting way for us to effectively communicate with our student body.”

It is expected to be rolled out in September.

“Our primary focus is to reach out to the first-year students and provide incentives for them to download the app and get acquainted with it,” Matlin said.

Matlin said he has discussed the program with student government officials, who have been supportive.

It will be funded by approximately $120,000 from the proceeds of the student athletic fee.

“We are also incorporating more social media into our marketing and promotions efforts to reach the millennials,” Matlin said. “Our redesigned web site and social media will incorporate more digital media, such as graphics and videos, which is something our younger fans have asked us for.

“We are also working with the campus to pursue e-sports opportunities. This initiative is in its infancy, but we feel it can attract new students to campus and to our athletic events.”

Matlin told the Board of Regents his department also hopes to reconnect with recent UH graduates.

“We are also developing a plan for providing a young alumni program so that students who graduate from UH can continue to be fans of UH sports at a reduced cost,” he said. “The UH Communications team is also planning to reach out via email to students for UH events, and athletics will be one of the four featured areas.”