You know the game is about to start when you hear, "And now, let's hear it for the UW River Fawwwwwls Faaaaalkins." The distinctive announcement BOOMS out into the reverberating atmosphere of Bowen Court at Page Arena as either the Falcon men's or women's version begins another basketball game. That characteristic voice belongs to Charlie Sowa, Associate Athletics Director for Facilities and Events, and Compliance.

And it sounds like fans better get with the excitement or go home. Maybe, Exuberance should be added to his title after Compliance. I've listened to/watched lots of Division 3 basketball games over the years and no announcers can match Charlie.

In that introduction, he seems to intend to SOW A lot of enthusiasm for the event among the attendees. Nothing succeeds like success I'm told. Indeed, he triumphs.

Sowa graduated from Rochester Century High School, Rochester, Minn., in 2003, and originally chose to attend UW River Falls to play basketball for Coach Rick Bowen.

"During my undergraduate career here, I think you could say I made the most of the opportunities that were afforded to me by professors, coaches, and mentors. I was part of the 2003 Men's Basketball Conference Championship team, ran track and field for four years, as well as working closely as a student employee in Campus Recreation,” Sowa said. "River Falls became home. I met my wife, Colleen Kopel, former track standout and Falcon Track and Field Head Coach, here.  The experiences I had as an undergraduate solidified my belief that UW-River Falls is a special place. Throughout my career I have held a few different positions. I was originally hired as the Assistant Director of Campus Recreation. A year later a position became available that moved me from Campus Recreation to the Sport Facilities side of our department. I served as the Assistant Director of Sport Facilities until the time Falcon Center opened in 2017.

“At that time my role/title changed to the Assistant Director of Falcon Center. I served in that role until 2024 when I moved to a new role as Associate Athletic Director. I am fortunate to work side by side each day with people who gave me opportunities to learn and grow as a student and young professional, people who believe in River Falls as much as I do. I still serve the day-to-day operations of the Falcon Center and have oversight of all events but took on a number of additional responsibilities including participation in the overall strategic planning efforts of the department.

"Other duties include building schedules, external reservations and contracts, staffing (recruitment, hiring and training of 50+ student employees) facility project management and policy development/enforcement. I serve in various administrative areas and departmental initiatives, including sport administration and support areas such as athletic training and performance.

"I have oversight of all Falcon Athletic events, including game day staff, ticketing (including the implementation of our new online ticket platform, VBO Tickets), in-venue fan experiences, communications with visiting teams and officials, general event management including crowd safety and control."

As if that were not enough, he assists in fundraising efforts, develops and monitors goals for areas of responsibility that support strategic plans and department initiatives. And he ensures the compliance of NCAA and WIAC regulations for 550+ student athletes and has supervisory authority over professional and student staff members.

Finally, he told me, he supports coaches and student-athletes. He thinks we are incredibly fortunate to call Falcon Center home. He adds that all staff take a lot of pride in "The Nest." He hopes that when our teams and fans walk into Falcon Center on game day, or any day, they "take a moment to be thankful for what we have. It was not always this way, and Falcon Center was a long time coming. I would also say that the facilities in college athletics have always been an arms-race. Right now, yes, we have some pretty incredible facilities, but those we compete with each day are improving. We have to continue to ask ourselves, what is going to set us apart?

Like Steve Stocker, Associate Athletics Director, Business Affairs, he thinks the facilities we have help recruit students, not just student-athletes.

"Falcon Center was a significant upgrade for our campus and still is – prospective students are consistently in awe when taking a facility tour and yes these things help make a decision when a student is deciding where to spend the next significant portion of his/her life. They can see themselves here for 3-6 years!

"The area that helps recruit students more than incredible facilities is the experience the student will have – and those experiences are driven by people. You win with people. People who care about the mission/vision and what we are building here. Specifically in athletics, we all believe in this place. We believe in the direction Director Lanning has us going, and that belief and cohesiveness is what is going to help us continue to recruit high quality students and student-athletes. The facilities we have are the icing on the cake.”

Is the icing on the cake – like facilities we have – related to Yogi Berra's advice: "Always go to other people's funerals. Otherwise, they won't come to yours." No, but I had to find a way, however awkward, to get that "Yogiism" in. You don't agree? Understandable.

Other behind-the-scenes people making valuable contributions to the Falcon sports scene are Ryan Rudesill, Associate Director of Campus Recreation, and Scott Hall, Media and Technology Coordinator. They chose not to answer my questions. Nevertheless, their work is important and well done.

Readers wanting to contribute to Falcon athletics should email scott.sekelsky@uwrf.edu or call him at 715 325 4041.