Reach for Success is a college exposure program for underprivileged Oregon youth. Over 200+ middle-school students gathered from all over the state to be apart of this one-day event.

The students were split into groups of 15-20 and were escorted to different parts of the UO campus for presentations by UO staff and students. We represented not only the Warsaw Center, but the College of Business itself. Many other schools participated including the School of Architecture, Physical Sciences, and Mathematics.

We met the day before the event and developed programming. What do we do with these students for an hour? We wrestled with this question, and after some lively discussion on ways to innovate, we decided to leave well enough alone and go with the same exercise that we used last year.

In this exercise, we spilt the students into three separate groups. Each group was given a major league sports property (MLB, NBA, NFL, or MLS), and their job was to create a product for the property. After the groups settled on an idea, they would flesh it out on poster board and present it to us, the “buyers”.

There was a group that created a football helmet that allowed for greater flexibility. Another group created super strong body pads. One of the groups that I worked with developed an idea for super-fashionable MLB-branded baseball hats. 

Some of the students seemed sort of shy at the beginning of these sessions, but as the session progressed the personalities of the students came out and they were having fun.

The students gained a better understanding of sports business, and we had fun working with them.

The Sacramento River Cats are one of the best run franchises in sports and they really rolled out the red carpet for us. When we arrived we were greeted by their President/COO/GM Alan Ledford and we got a guided tour of their sparkling, new stadium from him and their VP of Community Relations.

After checking out BP and all the behind the scenes stuff at their sparkling, new stadium, we were taken to our luxury suite where we would spend the remainder of the evening. In the suite we had a great spread of ballpark foods and we were greeted by several other execs from ticket sales, marketing, operations, and finance. They all had unique experiences to share from a wide variety of backgrounds including the SF Giants, oil companies, and other minor league baseball teams. Besides learning about their team, they were candid with career advice and praise for the Warsaw Center, and even gave out a couple presidential candidate bobbleheads for correct trivia answers.

The Gang with Dinger

After the presentation and Q&A with the front office, we settled down for what turned out to be an excellent game; it went extra innings and had a nice fireworks display afterwards. The River Hawks staff was even generous enough to each come back to have individual discussions with us during the game.

We were told before heading to the RC’s that we’d be impressed and I think it still more than exceeded all our expectations. It was a great experience to learn about the industry and sports careers…and to have a great time at the ballpark with the class of 2010.

We made it to the 49ers complex with plenty of time to spare. Milling around the lobby it was apparent that this was an organization where tradition was top-of-mind. Five Super Bowl trophies glistened behind thin glass, next to black & white photographs of San Francisco greats like Steve Young, Joe Montana, Leo Nomellini, Hugh McElhenny, and Jimmy Johnson.

The Warsaw group didn’t wait for long, though. We were soon given a stellar tour of the campus. Where we got an inside look at the weight room (and players working out during the off-season), the practice fields, and offices with hard-working staff. Most impressive, perhaps, is that all these people work together. It’s a rare sports property where players workout and learn drills in the same facility where marketers, sales people, and top executives sell the brand.

Our 49ers experience was just heating up. As we moved back to the conference room and admired the view of the practice field from above, COO Andy Dolich came in. We’d been lucky enough to host Andy in Eugene, but it sure was a treat to hear him again. He asked us some sports trivia—no problem for a group of sports business students—and kept us entertained with a view of how the team and industry are dealing with the recession, and where he sees sports business heading in the near future.

The boardroom

Next, we met with Keena Turner, VP of Football Affairs. Keena—a former player with a job that keeps him working with players and also with managers on the business side—talked with us about the challenges players face and how the 49ers organization helps them succeed during their time there and after they retire.

VP of Marketing Michael Williams came in next, full of energy and ideas; the kind of guy we all agreed we’d love to work for. He engaged us with an overview of 49ers marketing, along with an honest  conversation about what the 49ers could do better and how they plan on moving forward.

Saving one of the most interesting pieces for last, Patrick Streko (Director of Business Partnerships) and Steve Risser (Team Logistics Manager) gave us an incredibly candid run-down of the 49ers’ stadium plans, including top choices and considerations. Almost everything we learned was highly confidential, which only made it that much more fascinating.

A general consensus among Warsaw students was that the 49ers visit was one of the best experiences as far as quality of the organization and exposure to remarkable executive talent. But the day was still young. We hit US-101 for San Francisco, stopping briefly for some road food, jazzed up about our upcoming visit with Giants execs, followed by a night of baseball. We weren’t disappointed.

AT&T Park

Walking through AT&T Park, we were greeted by Jeff Tucker (VP of Sales) and Tom McDonald (Executive VP for Consumer Marketing). These guys knew their stuff. Sales is the lifeblood of any team, but with some organizations it’s a tired game of pitch and sell. Not with the Giants.

They work hard at creating value, increasing season ticketholders… much the same as any organization. What sets them apart, though, is dynamic pricing. It’s a new idea: tickets in a section out in right field change in price based on the value of the game.

After a great presentation it was time to relax. The Brewers had come to play the Giants, the fans were rowdy, and we were ready to kick up our feet out past the leftfield wall. This shouldn’t come as a surprise, but MBA students left on their own in a ballpark will fill their fists with cotton candy, peanuts, Polish dogs, and beer… lots of it. We watched a great game, in a great park. And despite the wind and the drizzle, it was an exceptional evening.

So Long Colonel…

It would be difficult for me to represent the thoughts and feelings of the Warsaw Family as we come to terms with the news that our founder Jim Warsaw has lost his battle with Parkinson’s Disease. Jim was more than a founder of a world-class academic program…he was a friend, a mentor, a confidant, a cheerleader and the ultimate motivator for a generation of sports business students. Each relationship was different and uniquely personal. 

I first met Jim as Oregon was set to take on Penn State in the Rose Bowl in 1995. The Warsaw Center was in its infancy but he made the strong pitch for me to join the MBA program when it was launched in 1996. I finally gave in to his demands in 1997 leaving a stable sports TV gig for the uncertainties of graduate school. His first effort me to “network me” into his sports business circle was to offer me the home phone number of Dick Stockton and Leslie Visser…rattling it off as he would for countless contacts. Convinced that I’d be added to Dick and Leslie’s no call list, I was stunned by the impact of the simple statement of “Jim Warsaw gave me your number”…I learned quickly Jim had laid the groundwork for an incredible Warsaw Network.

Two years out of graduate school, Jim asked me to return to the Center to expand the staff. I told him I’d do it for two years…in August it’ll be eight. During my stint here we’ve averaged about three or four calls per week. I realized early on the calls were for him a form of therapy. I would constantly feed him a stream of updates on alumni successes and media coverage of the Center. I suspect many alums didn’t realize how much he continued to follow their pursuits. The Center was his passion and the students and alumni his pride.

We’ll take time in June to celebrate Jim and the Center’s 15th Anniversary. In the meantime, share your own memories by adding a comment below.

www.warsawcenter.com

and Jim…if you are surfing the web from the Heaven’s Gate Phoenix Inn…thanks for your friendship and for giving me a human definition of passion, integrity and leadership. The Warsaw Family will take it from here and we’ll continue to make you proud.

Jim with Managing Director Paul Swangard, current students and alums at Alumni Weekend in October 2008.

"The Colonel"

Jim with his beloved students and alumni in October 2008

Jim with his friend and ex-Duck QB, Joey Harrington

Jim with the Class of 2004

Jim at "Jog for Jim", a 5K run organized by Warsaw Students that benefits Parkinson's Research

Jim with his good friend, NBA Commissioner David Stern

Jim finishing the Jog for Jim 5K

Passion in action

Jim at the Women in Sports Business Symposium

Jim with Professor Whitney Wagoner and her daugher Sophie

Mesmerizing an audience

The Graduate

At the Warsaw Center, the second year students have New York and the first year students have San Francisco.

The San Francisco trip is something that all of us have been looking forward to. Essentially, the trip entailed four days packed with visits to the most successful and well-known sports companies, agencies and teams in the Bay area. At each visit, we met with several individuals who were either alums of the Warsaw program or were close friends of Paul and others associated with the Warsaw Center. We spent an hour or several at each visit and were fortunate to hear from some of the best in the sports business as well as learn about their work, their company and the possible opportunities available to us in the future.

Each visit usually included a small presentation by a few people in the organization, then followed with a Q&A session. In some instances, we were given a tour and were treated to a game in the stadium when we visited a team.

Here is a brief overview of our first day on the trip: Wednesday.

Marmot front desk and reception area.

After a long trip down in the vans, our first visit the following day was to the Marmot headquarters in Santa Rosa, CA. We met with Tom Fritz, VP of Marketing and Greg Houser, VP of Design and Product Development.

Tom and Greg spent several hours with us talking about the outdoor apparel and equipment industy. In particular, they discussed how much their business has changed and how they have adapted to the growth in the industry.

We took a tour of the offices and saw the factory portion of the facility that since it’s beginnings in the the 1970’s, has not changed much.

Marmot's product display room doubled as a conference room for the day. Ken and Kyle soaking it all in.

Tom Fritz in his office talking about the impact of a strong advertisement.

An employee hand-stuffing a Marmot sleeping bag.

Marmot's product display showroom.

SportsMark

From Marmot we went to San Rafael for our visit to SportsMark. SportsMark Event Management and Strategic Consulting was named the 2008 Sports Event Marketing Firm of the Year by SportsBusiness Journal. SportsMark considers itself the premier global sports marketing, event management, and corporate hospitality company in the business. During our visit, we heard from several SportsMark representatives from Strategy, Operations, Hospitality, Sales and Communications who talked about what they do in the organization and specifically SportsMark’s role with the FIFA World Cup and the Olympic Games.

Several first years courtside at Oracle Arena.

To end the day, we drove to Oakland to meet with Robert Rowell, President of the Golden State Warriors, and to catch an NBA game against the Minnesota Timberwolves.

Rowell talked about the marketing tactics and strategies he has integrated into the Warriors’ organization and the success they have found in connecting with fans and building local pride in the team.

After our chat with Rowell, we were free to roam around the arena. The game was not all that super duper exciting, but just being there for some professional basketball was a great experience in itself.

On the court at the Warriors game.

Paul with former Warsaw alum, Dave Jaeger, who is now with the Warriors.

Our (semi) All-Access pass to roam the arena.

In my opinion, this was the highlight of the trip.  Our connection with the NBA is truly unique and I have been told by HR at the NBA that the access the Warsaw Center has to upper management at the NBA is unparalleled.

Up first, Heidi Uebberoth (President of Global Marketing Partnerships and International Development) and Akash Jain (Warsaw Alum and Director of International Development) gave us an overview of the NBA’s current global operations (15 offices worldwide) as well as its planned expansion into new territories.  A main theme that Heidi developed was the use of digital and mobile to drive increased business internationally.  Additionally, the NBA has partnered with AEG in China to leverage its ubiquitous brand presence and expertise in arena construction in the Chinese market. 

David Stern (Commissioner) and Adam Silver (Deputy Commissioner) continued on the digital and international theme, citing efficient use of the two business drivers to position the league for strong, sustained growth when the tough economic times subside.  Innovation in development is also a primary focus of the league.  Said Stern, “the economy is a catalyst to do things differently and be leaner”.  

Among other topics, Stern and Silver commented on the importance of proper capitalization and strong management for any new franchises should the league expand.

Next up was Hillary Shaev, VP of Marketing for the WNBA who transitioned to the NBA from a career in the music industry.   Articulating a the mission of leading, inspiring and creating change, Hillary was candid and honest  in answering some of the difficult issues that face the WNBA.

Chris Granger, the Vice President of Team and Business Operations gave a great overview of the in-house consulting group that shares best practices to teams across the league.  If you ever get the chance to hear his career story, be sure to listen, as it is a great example of where perseverance, determination and passion can take you.

Finally, Stu Jackson, Executive Vice President of Basketball Operations, shared his intriguing story as well.  Being in the right place at the right time with the right connections, the right skill set and the right attitude seems to be a theme of successful people that we met on the trip.  Interestingly, Stu spoke about how FIBA and NBA rules will soon be merging to create a game that is more universal than it is at present.  Keep an eye out for some compromises from both sides in the near future.

All in all, we got a very holistic view of the league and its business.  It’s not every day that you get to meet perhaps the most successful commissioner in the history of sports!

The Warsaw Class of '09 with NBA Commissioner David Stern and Deputy Commissioner Adam Silver

Meet Joe Mattson, Warsaw Class of 2007

Freezing….freezing…….and freezing……….That’s how we started our first day in New York City.

The only people who were not de-facto icicles on the trip from the hotel to Relay were a New Yorker and a Rocky Mountaineer.  Figures. Arriving at the Saatchi and Saatchi building was like finding water in the desert.  We Oregonians aren’t cut out for 9 degree weather!

After we warmed up, it was time to hear from Joe, an alum from the class of 2007.

What Relay does:

Relay Worldwide is an Experiential Marketing and Sponsorship Consulting Agency.  They differentiate themselves from other sports marketing agency as experts in those two areas and have been highly successful.  They care about life, people, and how to interact with them.

Joe’s experience in Relay:

Joe, as account supervisor for Sharp, gave us some great information about how he provides value to Sharp by analyzing current and prospective sponsorship deals and measuring their return on investment.  Sponsorship measurement is very difficult to isolate and Relay’s proprietary measurement system, coupled with a simple and effective chart, provides great value to client.

How Joe got the job:

Joe knew exactly what he wanted to do when he came out of the Warsaw Center: to work at an Agency.  To achieve his goal, he leveraged all of the experiential and classroom learning opportunities at Warsaw, the alumni network and his internship to fill holes in his resume that would stop him from entering the business at his desired level.  He had a strategy and he stuck to it.  The results speak for themsleves.

Going out of the building, the weather in New York City was still freezing.  What were we gonna do?!    Suck it all and keep walking as quick as we can………

After a solid networking session/lunch at the Harvard Club, the group took a brisk walk over to the ESPN The Magazine offices, where we settled into “the garage” meeting room.  Rich Bucher blessed us with his presence outside the windows of the meeting room, chatting away on his Blackberry.  Was this only a distraction for me?  University of Oregon alum Jim Noel opened up and led our meeting with the ESPN crew.  Topics ranged from the recent acquisition of BCS airing rights to new initiatives in the digital space.  The network recently overhauled its ESPN.com website, increasing the amount of video content to users while offering a more customizable interface for fans.  Digital initiatives were a recurring subject while visiting various executives in the sports industry during the week.  Fans are demanding more web content than ever along with different ways to interact with athletes, teams, leagues, and other fans.  Clearly, this space is a priority for everyone in the sports industry.

Up next, we headed over to Madison Square Garden where Hunter Lochmann, the VP of Marketing for the Knicks, met with us.  Hunter was fresh off of the annual NBA sales and marketing meeting, where team representatives met to discuss current issues facing the league and its teams.  This year the majority of the discussion centered around how to offer creative solutions to keep attendance up given the weak economy.  Hunter offered his thoughts in the context of the NY market and recent history of the team.  The meeting wrapped up with our group scoring some swag to wear to the game later that night; NY Knicks shooting shirts and team hats.

(L-R) Dennis Howard (Dean of the Lundquist College of Business at the U of O), Stephen Greyser (Harvard University), Paul Swangard (Managing Director of the Warsaw Sports Marketing Center)

 It’s our third and final day in Baltimore and we just had an opportunity to meet with upper management of Maryland-based Under Armour, the apparel (and now shoe) company most known for their compression gear. The people we met with included Matt Mirchin and Andy Peak (VPs in Sales), Marcus Stephens (Creative Director), and HR’s Melissa Wallace. I think there’s something I’m forgetting…that’s right…we also had the opportunity to meet Eric Ogbogu, aka Big E, the face of UA. He was a past teammate of Founder Kevin Plank on Maryland’s football team and is the individual who appeared in all the commercials associated with their “Protect This House” campaign. Even our faculty’s own Jim Terborg had the opportunity to lead us in a ‘break down’ session alongside Big E to pump us up at the beginning of the meeting.

 The day consisted of learning about the culture of UA and how that attitude has carried over into everything they do. Probably my favorite part of the day, besides watching Big E and Jim Terborg, was to get an in-depth look at UA’s upcoming product offering as they enter the running shoe market. I think it is safe to say we were all very impressed with not only the innovation they bring to sport but also the aggressiveness by which they do it. Having running shoes as the latest product line extension seems only a natural progression since all athletes run at one time or another, whether it be in a game or just practice. This latest attempt to grow their company shows that they feel they have more to prove and will not rest with just the success of their current products.

Big E: You may recognize Under Armour's Brand Ambassador from the commercials.