Turns out, Utah's marketing department wasn't kidding.
"Fasten your seat belts" aptly described the Utes' football season. There were plenty of ups and a few downs on a ride that exceeded all expectations.
Though picked to finish fifth in preseason polls by Mountain West Conference coaches and media, Utah wound up winning its first outright league title in 46 years. Urban Meyer's first year as head coach also included a 17-0 Liberty Bowl victory over Southern Mississippi; a school-record tying 10-win season; and inclusion in the final Associated Press and ESPN/USA Today polls — a first since 1994 for the Utes.
They were a perfect 4-0 in nationally televised games and established a new attendance record at Rice-Eccles Stadium.
It's the latter, however, that brings Meyer the most satisfaction.
"Absolutely. It's not even a question. It was not the wins and losses. It was very simply one thing. We had a goal as a staff, as a program, to create enthusiasm and interest in the football program at Utah in Salt Lake and on campus," Meyer said. "And without question, the most satisfying thing was seeing our student section filled every game — the support by our student body and the group that followed us all the way down to the Liberty Bowl. That's why we won. I'm sure our players will say the same thing."
It was a team effort, he added, between the coaches and players.
"We made appeals to the student body, and in return we showed appreciation for them. The whole thing about singing the fight song after the game, that's the only reason we do that — to show appreciation to our student body," Meyer said. "I've seen it work in a couple of places now, and I'm convinced that's the way you've got to do it."
Meyer sent supporting students a couple of letters, an e-mail and even had a thank you message printed in the school newspaper.
Utah wound up setting a new attendance record by averaging 41,478 fans per game at Rice-Eccles Stadium. A record crowd of 46,768 attended the Cal game.
The bar has obviously been raised. Meyer, who was named national coach of the year by The Sporting News, credits his players — particularly the veterans — for establishing a higher standard.
"If our seniors next year play like these seniors, I think we can duplicate it," Meyer said. "That's how well our seniors played."
A group of them stepped forward at halftime of the loss at Texas A&M and demanded a greater commitment from the team. Meyer said things were said that needed to come from players and not coaches.
The message got through. Less than a week after a rally against the Aggies came up short, the Utes defeated California to begin a string of five consecutive victories. A surprisingly lopsided loss to New Mexico followed before a season-ending run of four straight wins.
Meyer attributes Utah's success to preparation. He insists the Utes are undefeated when they prepare the right way.
Such was the case in Memphis on New Year's Eve.
"You always worry when you have 39 days off between games that you're going to be a little bit rusty or out-of-sync," defensive coordinator Kyle Whittingham said. "But this game was won even before the teams kicked off. The way our kids prepared was exceptional."
It capped a season that Meyer admits he wouldn't have thought possible without all-American candidate Jason Kaufusi and running back Marty Johnson. Neither played a single down in 2003. The projected doom, Meyer acknowledged, vanished once he got to know his team well.
Then it was time to fasten the seat belts.
Though the ride eventually ended on a record-tying high, there were some valleys among the peaks.
An embarrassing loss at home to New Mexico was among the low points the Utes experienced. Meyer also includes "dealing with issues" such as Johnson's DUI arrest; Paris Warren's shoplifting incident; and Zach Tune's suspension for using a banned muscle-enhancing substance.
Other unpleasantness involved Kaufusi, who Meyer calls one of the best players in Ute history, not being able to play because of chronic shoulder problems. Ditto for a preseason injury to Kawika Casco that wiped out his season.
The difficult times were offset by a multitude of positive experiences. The highest of which, in Meyer's opinion, came on a foggy morning in Colorado.
"I don't know if you can top that Air Force one with the obstacles we had to overcome," Meyer recalled. "The injury to our tailback, coach Whittingham losing his father, suffering a devastating loss to New Mexico and then going to Colorado Springs and beating them at a place where they don't lose very often in triple overtime."
Simply put, it was quite a ride.
E-MAIL: dirk@desnews.com