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Another thing, if it all possible surround them with easily excited people; after all for logs to burn you need a lot of kindling
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This really made the difference for our team. Much of our presence in the stands had a "too cool for school" attitude to it in years past. It was a consequence of the culture of our school, really.
An extremely enthusiastic mentor with FIRST experience found and joined our team...and she has made a world of difference. She refuses to be unenthusiastic and won't allow our students to be either. She's fairly young and so relates to the students well, which kind of 'gives them permission' to let their hair down a bit and really have fun at competition.
She's a bit of an anomaly and I don't expect someone like her to just walk onto your team like ours, but perhaps a pointed search for a "spirit mentor" could help with your culture!