KC Smurthwaite is a consultant for Athletics Admin, specializing in revenue generation, licensing, marketing, and higher education. He has almost two decades of experience in collegiate athletics and the sports and entertainment industry. Smurthwaite is a fractional employee of several athletic departments across the country. He also teaches sports management and journalism as an adjunct professor. Follow him on Twitter or connect on LinkedIn. Smurthwaite can also be reached at [email protected].
Somewhere off the coast of Cabo San Lucas earlier this month, the largest gathering of Brigham Young University Cougar fans outside of Provo wasn’t in a stadium or an arena — it was aboard the Royal Caribbean’s Navigator of the Seas. Over 3,000 BYU fans, alumni, legends, and employees came together for “Cruisin’ with the Cougs,” the inaugural “ultimate BYU fan experience” — and perhaps the start of a new model for college athletic departments nationwide.
In a college athletics landscape often dominated by discussions of Name, Image, and Likeness (NIL) and broadcast rights, BYU just pulled off one of the most fan-first moves in recent memory: a full-scale cruise takeover.
And the idea? It was years in the making.
The concept was born from Troy Dunn, Jason Burgess, and Jennifer Dunn, co-founders of The Charter King, and inspired by their longtime friend, the late Ryan Williams. Their shared vision was bold but straightforward: create the ultimate experience for BYU fans near and far, but especially those who live far from Utah — fans who don’t often experience a game day in Provo, a tailgate, or even a religious team fireside.
“A lot of fans don’t get to experience game days in Provo,” Dunn said. “We wanted to create something that would surpass all previous BYU fan experiences.”
Dunn and Burgess approached BYU’s leadership — notably Athletic Director Tom Holmoe and Associate Athletic Director Chad Lewis — and quickly found support. A committee was formed, and “Cruisin’ with the Cougs” officially set sail April 11–18, 2025, departing from Los Angeles with stops in Ensenada, Cabo San Lucas, and Puerto Vallarta.
Sadly, Williams, who had the original vision for such a fan experience, passed away from a heart attack at just 46 years old. For Dunn & Burgess, seeing the project through to completion became a deeply personal mission.
“We wanted to see it through for Ryan,” Dunn said.
The cruise was packed with experiences: meet-and-greets, breaking down film with coaches, sports camps, Q&A sessions, and even a Sunday service led by former BYU football player turned Transformation Church pastor Dr. Derwin “Dewey” Gray. Over 30 BYU legends participated, from current head coaches to Cougar icons like Kalani Sitake, Jimmer Fredette, and even the legendary Jim McMahon. Cosmo the Cougar was also on hand, hosting dance camps for kids, and photo ops for fans of all ages.
Dr. Jeff Fuller, a BYU fan and ophthalmologist who attended the cruise, called the experience “surreal.”
“The highlight of the trip was running on a treadmill with a legend. I looked over, and Jimmer came in and got on the one next to me,” Fuller said. “The legends were all great. It was fun to see them interact with their families and other fans.”
Despite BYU’s traditional ties to the Church of Jesus Christ of Latter-day Saints — and its well-known honor code regarding alcohol — the cruise operated fully, including the ship’s casino and bar areas. However, according to sources, it was the ice cream and soda stations that were the busiest spots aboard.
“BYU fans come in all shapes and sizes,” Dunn said. “This cruise displayed that perfectly. Everybody was welcome.”
Organizing a full-ship charter is no small feat. While officials declined to disclose exact costs, research indicates it likely ran north of $600,000 per night — not including insurance, staffing, and international logistics. Sponsorships, including a Mountain America Credit Union title sponsor deal, helped offset some expenses.
“It was extremely hard and time-consuming, very expensive, and a scary venture to lean into,” Dunn said. “There are thousands upon thousands of micro-details. This wasn’t something we put together overnight.”
Still, the financial blueprint is there — and according to Dunn, several other college athletic departments have already reached out to explore the model for themselves.
“I’ll let them announce their own plans,” he said with a smile that beamed through the phone.
Tickets for the 2025 cruise, which had a base price of around $1,000, sold out — though organizers intentionally limited capacity to maintain an intimate experience. A second “Cruisin’ with the Cougs” is already slated for 2027, with even higher fan excitement expected. The current pre-registration waiting list already exceeds 12,000.
So, could your athletic department set sail?
No, not every program can charter a cruise liner. But the model offers an intriguing alternative to traditional fan engagement strategies for athletic departments with large, passionate fan bases — particularly those with alumni spread across the country.
Instead of another neutral-site football game or a coaches caravan, why not create a week-long, immersive experience where fans can share ice cream (or a beer) with school legends, attend youth camps, and some may even worship together?
In an era where collegiate athletics often feels increasingly transactional, the cruise felt refreshingly different to learn about.
And while millions are being thrown at NIL collectives and luxury facilities, “Cruisin’ with the Cougs” showed that sometimes, all fans really want is a chance to be part of the family — preferably somewhere off the coast of Cabo.
Maybe the next wave will come by way of cruises.
Raise your Coke, Cougar Nation. You just set a new standard.
