For basketball programs, it’s a massive pep rally full of balloons, streamers, cheerleaders and thousands of screaming fans. A storied tradition dating back to the 1970’s, used to get fans excited for what could be a historic season ahead. Midnight Madness, the official launch of a new season filled with new hope and ambitions.

The goal is always the same – to win – but this is the warm up party, the lay up lines to the regular season, the cocktail hour before the feast.

Over the years, St. John’s has had their take on Midnight Madness, calling it “Storm Fest.” Every year the men’s and women’s team get introduced to the crowd, they scrimmage and in between breaks, there are some cheerleader routines. For the most part “Storm Fest” over the last couple years hasn’t exactly been all that “mad”. The highlight of any recent “Storm Fest” would have to be the appearance of St. John’s alum and ESPN host Howie Schwab. In 2008 Schwab wearing a Chris Mullin jersey, spoke to the crowd and judged a dunk contest. Pretty lackluster if you ask me… THIS is supposed to ignite a fire under the St. John’s faithful?

Last year’s “Storm Fest” drew a crowd of 1,200, and it was deemed a success. To think that this event was not only open to St. John’s students but also to the general public and that is all a basketball rich school can reel in is pretty sad. But who knows, this year it can all be different, everything is changing for the better now that Coach Steve Lavin has taken over the reigns.

When you think about Midnight Madness certain things come to mind. Thousands upon thousands of boisterous fans packing a gym, face paint, mascots, rousing speeches and most of all a show put on by the team. Last year Michigan State’s head coach Tom Izzo put on a play, which he featured in during their Midnight Madness. Coach Calipari of Kentucky called in music sensation Drake to perform for his Wildcat fans. There is no reason that St. John’s and everyone associated with putting together this event do not deliver in that same grand fashion.

All the fans are buzzing about Coach Lavin and what he is going to do to this program well maybe it starts before the actual season begins. Maybe it all starts with an amazing new version of “Storm Fest.”

Let me paint a picture for you all. It’s mid October, you can smell college hoops around the corner and its “Storm Fest” time. Carnesecca Arena is packed to the brim with fans donning the traditional red and white colors. Both teams are lined up at mid-court as coach Barnes Arico and coach Steve Lavin give speeches on what to expect this year. Then, just before the festivities begin Lavin says he’d like to introduce some people who would like to celebrate the start of the season with the fans.

The lights dim, music begins to play in the background as the crowd falls into a deafening silence; waiting.

The PA announcer gets on the mic and proudly introduces Chris Mullin, Mark Jackson, Ron Artest, Walter Berry and a slew of other St. John’s greats as Carnesecca Arena erupts as if they just hit the game winning three-pointer during a Big East contest. Then we see a little friendly scrimmage between the legends and the current players to give the fans a feel of how it once was in the arena. Sure, it might be a bit of a stretch, but that’s what it will take to get fans excited again.

As of right now, a 2010 version of “Storm Fest” is up in the air according to Senior Associate Athletics Director for Communications, Mark Fratto. “A lot of it depends on the head coaches’ preferences,” said Fratto. Other possible roadblocks include “what else is going on with men’s and women’s basketball recruiting, fundraising, the teams’ practice schedules vs. their first game dates, and NCAA rules, which have changed several times in the past several years regarding Midnight Madness, open practices, pep rallies, etc. during the preseason,” stated Fratto.

An event similar to a “Storm Fest” such as having an open practice or pep rally is still being considered. As far as the venue is concerned, the last two years “Storm Fest” has taken place at the Taffner Field House. The event prior to 2008 would take place at Alumni Hall / Carnesecca Arena but was subsequently moved to the newly built Taffner Field House. As of now, it is uncertain whether or not “Storm Fest” will return to Carnesecca Arena, but you have to think the move would bring some life back into the occasion.

The biggest legal advantage for a team is its fans. The Red Storm need to become relevant. Forget in the city or the Big East, they need to become relevant on campus. There are too many students that don’t know, or don’t care about the basketball program. An event like “Storm Fest” needs to cater to its audience.

Provide a great service such as free entertainment, food, a bunch of laughs and leave the fans wanting more.

Put on the Oscar worthy performance that has the campus buzzing the next morning.

And it’s all about marketing. Make it a point to let everyone know about “Storm Fest” and what the meaning behind it is. Let the students know who will be stopping by and what’s in store during this major kick-off.

There is a new regime in place. It’s time to focus on the little things that will give the Red Storm an edge this season. Putting fans in the seats should be a top priority. And yes, it will take wins, but there are steps that can be taken to make it happen sooner. This year, “Storm Fest” should be one for the ages, leave no fan unsatisfied and just put on a show. Pick up the phone and get in touch with St. John’s alum and up and coming hip-hop artist J.Cole and ask him to perform. Call up the Daily News, Newsday, Post and Times because it will be that big of a deal. Have the SNY and MSG trucks outside in the parking lot, it needs to be of that magnitude to get the fans in the proper St. John’s state of mind.

It’s about that time for Midnight Madness to live up to its name in Queens.

UPDATE: St. John’s Midnight Madness will be held in Carnesecca Arena October 15th at 7:00 PM