“Fake it ‘til you make it,” exclaimed Dan Artemenko, director of athletics for Lakeland University. This mantra has become reality in his first year jumpstarting a Division I-style atmosphere on Lakeland’s Division III campus.
Artemenko began in mid-July 2024 and spent much of his first year “exploring all the storage closets” in the Wehr Center, the University’s athletics building. This has allowed him to learn what resources are available and identify needs. Now, beginning year two, it’s about turning dreams into action steps and making change happen.
As a data-driven mind, Artemenko focuses on collecting data to create a baseline for the upcoming changes. Whether it’s from ticket sales, viewership or the cost of a cheeseburger in the concession stand, he wants to know it all. This mindset ties into a focus point, generating revenue. 
Revenue generation and the ability to grow it is a driving force of Lakeland athletics to support other areas of change. That includes upgrading facilities on campus with small changes such as new signage or speakers all the way to looking into adding a track and tennis courts. Changes that started as dreams for Artemenko are now becoming plans with action steps and finished products.
Along with generating revenue, upgrading facilities and enhancing the gameday experience are the most important areas of change for the athletic department staff. Making it “first-class” for all involved is becoming the standard. Lakeland holds a prime opportunity to become a leader in the Division III gameday experience with the guidance of Artemenko.
A few initiatives that have been put into place to develop the “first-class” experience as well as generate revenue are VIP parking, entry fees to home events and strengthening branding through new signage and consistent visuals across campus. These minor upgrades make the experience feel well-rounded and developed.
Artemenko sees just one difference between all levels of collegiate athletics, “the number of zeros in their revenue stream. The number after the division means nothing to what can and cannot be done.”
So, what now?
A media room is in the works of being developed in the Wehr center as a space to host interviews and meet with coaches. It will also house the equipment needed to improve the broadcasting stream of all Muskies’ home athletic events which are broadcasted on Hudl.
In addition, Artemenko is leading the charge to get opportunities for Lakeland’s student-athletes to secure Name, Image and Likeness deals. NIL has grown in college athletics in the last few years, and Artemenko quickly realized there was a necessity for it on Lakeland’s campus. For Division III athletes, NIL deals often mean partnerships with local businesses, camps or brand collaborations that build personal exposure.
With over 70% of Lakeland’s student body being student-athletes, Artemenko recognizes the challenges he faces in creating unique experiences and enhancing what it means to be a Muskie.
A first-class experience is developing amongst the cornfields of Plymouth, Wis. and it’s going to create a deeply well-rounded experience for all student-athletes in blue and gold.
While Artemenko has a vision and dreams that extend beyond any athlete’s current tenure at Lakeland, but he wants athletes to know that facilities will be improved, NIL is coming and the gameday experience will continue to expand.
