Spring 2020 Newsletter

F L O R I D A S TAT E U N I V E R S I T Y

M A N A G E M E N T

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Contents

Message from the Chair

Tully Gym Gets a Makeover

Alumni Spotlight: Katie Arend

Alumni Spotlight: Dr. Cole Armstrong

Alumni Spotlight: Kratik Malhotra

SMSA Fall Trip: Indianapolis, IN

Hands-on Experiences in the Field!

SPM Faculty in the Media

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Dr. Kylee Studer O’Daniel joined us in Fall 2018 as a temporary specialized faculty member, and did such excellent work her line has become recurring. We are thrilled to have Dr. O’Daniel on a recurring line so we can utilize her skills and abilities; she came to us with a focus on teaching smaller classes, but has so much more to offer. With another faculty member we can explore new electives, potentially expanding the practicum program, or in other ways we haven yet thought about.

Quite a bit has happened in the past couple of years; for those who may have missed the university-level news, FSU not only achieved Top 25 status in the most recent U.S. News & World Report rankings (a goal pursued for several years by the university), but kept climbing into the Top 20 at #18! There is much to be proud of both with the university and the department. One of the department achievements has been expanding our global activity. Students from Shanghai University of Sport studied with us in Tallahassee in Fall 2018, and again in Fall 2019. During Summer 2019, Dean Andrew, Dr. Newman, Dr. Xue, and I spent five days in Shanghai to develop a memorandum of understanding to formalize a partnership. On the local front, in Fall 2019 we launched a Sport Sales Initiative, a collaboration with our colleagues in the Department of Marketing. Through the Initiative students have the opportunity to complete an introductory and advanced sales course through the FSU Sales Institute, a capstone sport sales course in our department, participate in general and sport sales competitions, and travel to network with sport sales executives. The Initiative is made possible by donor support, so if any of the alumni have an idea that can help us strengthen and develop the program, please get in touch

We are continuing to expand on providing service learning and practical experiences for students. Some of the recent trips are reported in this newsletter. A new combined pathway was also started in Fall 2019, which allows our undergraduate students to begin master’s course work, and transition into the master’s degree program. Upon graduating, those completing the pathway will have earned the bachelor’s degree, and also have 12 credit hours toward the master’s degree. The combined pathway provides an excellent opportunity for students to continue their progression from foundational knowledge, to practical experiences, to advanced knowledge, and position themselves for desired internship and job opportunities.

Enjoy the updates in the newsletter, and please do stay in touch with us. Best wishes for 2020 and beyond!

Dr. James

Message from the Chair

Happy (Belated) New Year! A new decade has begun, and the spring term is well underway at Florida State University. Reading the last issue of the newsletter, it struck me that it has been almost two years since I prepared a “Message from the Chair.” At that time I noted we were “fully staffed,” and one of our own, Dr. Damon Andrew had returned as Dean of the College of Education. Since that time we have continued our efforts to strengthen the program in various ways, including adding another faculty member and beginning several new academic initiatives.

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Tully Gym Gets a MakeoverThose of you who passed through the halls of

Tully Gym most likely have fond memories of the historic FSU building: Dr. Pappas's booming voice welcoming a student to his office; students collaborating in the grad student lounge; the sound of fans cheering on the FSU women's volleyball team during night classes; and now, as of Spring 2020, department signage adorning the main hallways, truly signifying that Tully is 'home' to the Department of Sport Management

Wall wraps featuring FSU imagery, SMSA trips, global sport study abroad program, word clouds, and the department logo were all added in 2019 as part of a visual redesign of the sport management space. Dr. Michael Giardina, Associate Dept. Chair, said of the additions to Tully, "Tully is a multi-use facility; for example, women's volleyball and men's tennis have a significant presence in the building, and have recently branded their respective spaces with similar wall wraps. We felt it was important to do the same for our space--to call attention to and highlight the Sport Management department, from our academic curriculum to our student achievements to our association with FSU athletics."

FSU Department of Sport Management

Tully Gym opened 64 years ago in 1956, and has a storied history, including as the home to FSU Men's Basketball prior to 1981, and as the current home to the FSU Women's Volleyball team.

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Alumni Spotlight: Katie ArendAssistant GM, Nashua Silver Knights

FSU Department of Sport Management

A native of Newfields, New Hampshire, Katie Arend attended the University of Vermont, where she completed her B.S. in Business Administration in 2018. While at Vermont, she was also a four-year varsity member of the Division I women’s swimming and diving team. During her undergraduate studies, Katie interned with a variety of organizations within the sport industry. As the marketing intern and, later, the assistant race director for the Newfields 5K Road Race, Katie helped implement a social media marketing plan and maintained the runner entry database. Furthermore, she interned with the University of Vermont Athletic Department’s fundraising arm, known as the Victory Club.

Upon graduation, Katie enrolled in the Sport Management Graduate Program at Florida State University. While attending FSU, Katie taught fitness classes in the Lifetime Activities Program in addition to working as the student coordinator for the 21st Annual Sport Management Conference. Her experience in event planning and social media marketing for the conference helped her secure her final internship for the summer of 2019. Returning to New England, Katie worked as the Operations Assistant for the Nashua Silver Knights baseball team in Nashua, New Hampshire. As operations assistant, she was able to get familiarity with all aspects of front office and game operations in regard to running a successful baseball organization. At the conclusion of the 2019 season, Katie was promoted to the position of Assistant General Manager for the Nashua Silver Knights.

You are currently the Assistant General Manager of the the Nashua Silver Knights. Can you talk about what your day-to-day role entails?

I started working for the Nashua Silver Knights in May of 2019 as the Operations Assistant. I was tasked with assisting the Operations Manager with game-day tasks including social media marketing, ticket sales and general stadium operations. As with most jobs in the sport industry, when your sport is in-season, you have to dedicate a significant number of hours to your job.

The league that the Nashua Silver Knights compete in is an abridged version of the “normal” baseball season, but the teams still manage to play 56 games (28 home and 28 away) in 62 days. This doesn’t allow any time for rest, so I was able to learn about all of the components of baseball operations, beyond what I was originally hired for. The Operations Manager realized that I was quick to pick up on how to run different software programs that the team uses, so I became the go-to person when any questions arose for all of the programs. At the end of the season, there was turnover in the front office and the Operations Manager was promoted to General Manager, and I was hired full-time as the Assistant General Manager.

As the Assistant General Manager, my main responsibilities are social media marketing, ticket sales, and community engagement. However, I also help the general manager with securing sponsorships. Social media marketing consists of managing all accounts on the three major platforms (Facebook, Twitter, Instagram), including all graphic design and images that are published and printed for the organization. In addition, we have a weekly newsletter that I produce for season ticket holders, host families and sponsors. In terms of ticket sales, we offer individual tickets, group outings, luxury suite reservations and catered picnics. Finally, community engagement helps us keep local youth organizations involved with the team, even in the off-season. I helped to develop a reading program that has been launched into different schools in the Greater Nashua area. By reading ten books per month, students can earn one free ticket to a game next summer. It is also important to us to emphasize the fact that our players are all student-athletes in college.

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What has been your biggest challenge so far in your current role?

The biggest challenges so far in my position is that I am one of the only women in front office administration throughout the league. Being a young woman in a rather male-dominated industry, I sometimes have to be a little more persistent for my thoughts and ideas to fully be heard. I am, however, extremely fortunate to work for an organization where I have the utmost support of my general manager and the team owners. By far, the best reward is the relationships you make with the fans and players because regardless of how much constructive criticism they give, they are always the first to sing your praises to others in the league.

What are a few trends in the industry that SPM students should be aware of and why?

An important trend for students to be aware of is that we are part of a generation where everyone is highly proficient in social media and if you’re not, you probably won’t be considered for a job regardless of what position you are seeking. Organizations are looking for what you can bring to their social media accounts that sets them apart from the competition. Understanding what the audience is for each platform and how to effectively engage that specific audience is crucial to being successful with social media. It’s encouraged to think outside the box and to be creative with social media. Furthermore, as a SPM student, if you have the opportunity to learn how to use graphic design programs, take the time and learn them because even having basic understanding will make you more attractive to an employer.

What is one thing you knew at the end of your degree program that you wish you had known at the beginning?

I wish I had known that it’s okay, and very common, to change your mind about what part of the industry you want to go into. You are exposed to so many different facets of sport management while taking classes at FSU and while doing internships, so you might find something else that is more interesting to you. It’s okay for your “niche” to change and evolve throughout the course of your studies. Also, become comfortable with networking because the sports industry is small in the sense that there’s always someone who can help you get to the next step or connect you with another person that can.

And finally, any words of wisdom for students who are trying to break into the sports industry?

This fall, another FSU SPM alum, Chris Grosse (Assistant Athletic Director at Penn State University), tweeted, “It is good to remember that every home game could be someone’s first experience with your team. No matter the day, time, opponent, or weather conditions, the opportunity to make a great first impression to fans should always be on your mind.” I remind myself of this tweet frequently because having excitement while doing simple or monotonous tasks makes a difference to those experiencing your team for the first time.

"It's okay for your 'niche' to change and evolve."

FSU Department of Sport Management

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Alumni Spotlight:Dr. Cole ArmstrongAssistant Professor San Jose State University

Cole Armstrong received his Bachelor's degree in Physical Education, K-12, and his Master's degree in Physical Education, Exercise, and Sport Science from the University of Central Missouri. He then completed a PhD in Sport Management from FSU in 2015. His dissertation, "The influence of sport specific social organizations on the development of identity: A case study of a Professional Golf Management Program", utilized a range of qualitative methods such as ethnography, interview, and participant-observation to examine the ways in which a university program influences the identity development of its students.

Upon his graduation, he accepted a tenure-track assistant professor position in the Department of Kinesiology at San Jose State University in California, where he teaches a range of courses such as Sport Marketing, Sport Finance, and Management Leadership. His scholarship has been published in academic journals such as Sport Management Review, Communication & Sport, and European Sport Marketing Quarterly. We asked him to share his thoughts on his doctoral studies, his current role in academia, and advice for current students:

How did you come to the decision to attend Florida State for your doctoral studies?

When thinking back to why I chose the FSU PhD program, much of decision boiled down to the diversity of academic perspectives available within the program of study. When deciding on FSU, I wasn’t completely sure about my research focus. The FSU PhD program allowed me the flexibility to learn from multiple professors, departments, and cognate areas. For example, in my first year I took seminars in Sport Management, Sport Psychology, and a class in Communications. In subsequent semesters, I was able to transition from a seminar in organizational behavior (housed in the College of Business) to Dr. James’ sport marketing seminar, all the while interweaving critical sport classes including seminars focusing on philosophy of inquiry and political economy.

These classes, amongst others, allowed me to explore a range of content areas, research methodologies and philosophies, and also allowed me to interact with people across campus. Through these experiences, I believe I was well-prepared to join my current department at SJSU, one of the most diverse public universities in the United States.

You've been at SJSU for four years now. Can you tell us some of the highlights about being a faculty member there?

In my current role as an Assistant Professor at SJSU I’ve had the opportunity to teach a number of different classes at both the undergraduate and graduate levels. The sport marketing courses are my favorite to teach because they allow me to introduce students—who have often focused on more traditional Kinesiology content such as exercise physiology or biomechanics—to the uniqueness of marketing sport and fitness. Our location in the San Francisco Bay Area allows for a nice mix of industry engagement with the professional sport franchises, but also the ability to interact with community-based sport organizations. In the Fall of 2019, for example, the graduate sport marketing students had the opportunity to attend the San Jose Sharks "Women of Teal" conference featuring executives from the National Hockey League and the San Francisco 49ers, amongst others.

FSU Department of Sport Management

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SJSU also has a quite the historical legacy when it comes to sport activism, doesn't it?

Absolutely! SJSU is rich in sport history, which provides the encouragement to engage critically with sport. On our campus is a statue depicting the 1968 Mexico City Olympics protest of John Carlos and Tommie Smith, and much of the origin of the sociology of sport was influenced by Dr. Harry Edwards, who was the driving force behind the Olympic Project for Human Rights, which was founded as SJSU.

In their legacy, the university recently formed the Institute for the Study of Sport, Society, and Social Change. Through participation with the institute, students have had the opportunity to engage with leading sport scholars, athlete-activists, and industry influencers. I'm honored to be a member of the Institute's Academic Advisory Board. You can find out more about our Institute at http://www.sjsuwordstoaction.com

Tommie Smith & John Carlos, 2018

One of your main areas of scholarly interest deals with social media. How do you see that aspect evolving in the next few years?

Whether students are looking toward a career in research or within the sport industry, it is vital to understand that the social media platforms we utilize to market sport are ultimately provided by for-profit companies looking to produce revenue. From a research perspective, this means how individuals interact, how messages are amplified, and ultimately how the platforms operate may drastically change if alterations are made to the operating algorithm. This can really throw a wrench in ongoing research projects. Also, as the interest in understanding social media and the users of social media has expanded, numerous data analysis tools have been developed. This is great, and can provide excellent insight; however, researchers need to continue to consider how their work impacts theory, rather than simply using new tools. From a sport industry perspective, this means that individuals who see social media as their future career in the sport industry must constantly be working to understand existing and new social media platforms to be able to produce the desired results of their company or organization.

Any advice to our current students as they matriculate through our programs?

Value the time you spend in Tully, on campus, and in your studies. Students oftentimes look only to the end and forget to take time to value the present. The experience of being a student is more than just reaching the finish line. The classes you take are intentional, and will make you a better scholar, and a better thinker, which will ultimately make you a better future faculty member or sport industry professional. In the end, the program is what you make it, and during your time at FSU try to maximize your experience. You will be uncomfortable in many of the classes, and that is okay. Read, engage, and challenge yourself. Ask questions of your fellow classmates at various levels of the program, and don’t forget that the faculty were once where you are—they just get more emails now. Try your best to enjoy the moment. And don’t worry, you’ll be fine.

FSU Department of Sport Management

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Alumni Spotlight:Kratik MalhotraDirector of Sport Science and AnalyticsTexas A&M University Football

FSU Department of Sport Management

Kraitk Malhotra completed his undergraduate studies at the University of Pune in India, during which time he worked as an analyst for Real Time Sportscast, consulting with a number of Indian soccer teams such as I-League champions, Salgaocar SC and Dempo SC. He then moved to the United States to work on his Master's degree in Sport Management at Florida State University. Graduating in 2012, Malhotra worked with the NFL and NBA combine programs at IMG Academy and consulted with a number of NFL, NBA and MLS teams during his stint with STATSports Technologies.

With a diverse background in artificial intelligence, sports analytics and sports science, Malhotra is in his second year as the Director of Sports Science and Analytics for the Texas A&M football team. He has been an integral part of Jimbo Fisher’s staff since 2013, when he lead Florida State’s sports science testing, research and implementation.

Can you reflect a little bit about your time at FSU?

I had a fantastic experience studying in the MS program at Florida State. From the time that I walked into Tully, I felt at home which was massive for someone like me who came to a foreign-land and, literally, didn't know anyone. I think I was fortunate to have the classmates, professors and staff who made me one of their own. I have always been ambitious, and it was also fantastic being around people who were as determined and as motivated. Whether it was taking courses from a different department or doing an internship on campus, the flexibility that the sports management program provided me was exceptional.

What class or professor stands out the most?

Sport Media was one of the best classes I took at FSU; it was also the class that kicked off my master’s program. I had worked in Indian media for an year and the class, from the outset, seemed very interesting and it sure was. I learned a ton about how films, reporting and journalism has changed and evolved in America over the years. Racism in America – an issue that we hardly come across in India – was a big one; I think it opened my eyes.

My favorite professor in the program was Dr. Cecile Reynaud; she is incredible. Looking back now, it’s not hard for one to see why she has had such a successful career as a head coach and a professor. Whether it was career advice, learning about a particular topic or life lessons, she was always there and absolutely fantastic with her delivery. She really cared about her students. I once had acted rather immature, and she called me into her office, told me how she had expected better from me and made me do the right thing. It was brilliant! She is brilliant and had a massive impact on me.

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You are currently the Director of Sport Science & Analytics for Texas A&M University football. Can you talk about what your day-to-day role entails?

My job with A&M is to make sure that the football student-athletes we have here on campus stay injury free and we get the most out of them – both from an athletic and a football performance standpoint. I head all of football technology we have on campus, so, the GPS monitors, heart rate monitors, biomechanics sensors, etc.

My typical day depends on the time of the year. During the football season, the day starts off a staff meeting with the head football coach, Jimbo Fisher, and the other position coaches wherein we go through previous day’s practice as a whole. I, then, spend the next few hours analyzing and visualizing data, and looking at trends from the day-before’s practice relative to the practices we have had in the past. Every athlete gets handed his GPS and heart rate monitor (QBs and kickers also have biomechanics sensors that go on their wrist and ankles, respectively) before practice. We track every athlete on the football field live, looking at their distances, training loads, recovery times and anxiety levels.

Coach Fisher is an incredible man to work for. He is innovative, big into data, forward-thinking and most importantly, he really cares about his athletes’ health. I think we do more than what most teams do in the country and his backing and his trust is one of the main reasons why we can maximize the use of technology and our resources. Working for a man like him, nothing really feels challenging – it feels more like an adventure.One of the best things about working in football is that one works for something that’s much bigger than himself. Therefore, I don’t think anything can be a bigger reward than winning games and your input being used to do so.

In terms of your career progression, what was your journey from Sport Management graduate student to your current role like?

I had worked in Indian sports for two years, primarily as a sports analyst, before coming to the United States. After I received my admits, I decided to turn down MBA degrees from NYU and Georgetown to study for the MS in Sport Management from FSU. It really felt odd back then, especially, to those who were advising me, but I really wanted to have a shot at the American sports industry and thereby – for me what was – the American dream.

After graduating from Florida State, I took up an internship with the NFL/NBA Combine Training program with IMG Academy in Bradenton, FL and towards in the end of my assignment in May 2013 is when unpaid opportunity to work for FSU Football as a sports scientist/analyst opened up. It’s funny and a little crazy at the same time because I had been offered a salaried sales job along with compensation by a Florida startup but instead, I took up a job that paid nothing. I thought to myself, “If I want to do sales, I might as well do it in India. As of now, with whatever time I have left on my visa, let’s chase the American dream.”

It worked as I got a full-time job with the football program after we were crowned the 2013 national champions. I left FSU Football in June 2015 to consult for multiple NFL and NBA teams with an Irish company, STATSports Technologies. In July 2016, coach Fisher presented me with another opportunity to return to Tallahassee as the Director of Sports Science and Analytics for the FSU Football team. When he moved to A&M, I joined his staff in College Station. I owe so much to coach Fisher for the opportunity he gave me at FSU in 2013, for the trust that he still has in me and my ability, and for what he has done for me over all these years. He is a great man to work for.

And finally, what words of advice do you have for students who are trying to break into the sports industry?

I think there plenty of opportunities in the industry, but my advice is to have a dream and be wild with it. People may call you crazy but aim for the highest, and most importantly, have the guts and courage to chase your dreams. It’ll be scary and it’ll be tough but do it because in the end, it’ll work out awesome. Also, avoid social media as much as you can. Yes, Twitter can be good to build a decent professional image of yourself and Linkedin isn’t bad but avoid posting controversial stuff as it may follow you around years after you've posted it, as we've seen time after time.

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SMSA Fall Trip: Indianapolis, INby Amanda Neppl

From November 14-18, the Sport Management Student Association travelled to Indianapolis, IN, where members of the organization networked and gain insights on opportunities within the sports industry. SMSA members had the chance to meet with the NCAA, the Indianapolis Colts (NFL), the Indiana Pacers (NBA), the Indianapolis Motor Speedway, and the Indianapolis Indians (AAA baseball).

Senior Tevis Jordan, the treasurer for SMSA and one of the coordinators of the trip, said of his experience: “It was cool to hear from so many different departments within each organization we met with”.

The first stop of the trip was to the NCAA headquarters. Here, the students heard from former FSU Athletic Director, Stan Wilcox, who is currently Executive VP of Regulatory Affairs, and Karl Hicks, the Managing Director of Regulatory Affairs. Additionally, students gained access to the the museum – the NCAA Hall of Champions – whichincludes artifacts from collegiate athletics,interactive displays, trivia contests, andmore.

Later that day, SMSA members met with representatives from the Indianapolis Indians, a triple-A affiliate of the Pittsburgh Pirates. After engaging with front office staff, students took a group picture on Victory Field.

Friday concluded with a visit to the Indianapolis Motor Speedway, where they were joined by students from Indiana University. IMS representatives hosted a panel discussion, and students had the opportunity to ask questions about IMS. Students also had the chance to see Gasoline Alley, the TAG Heuer building which houses club seats, as well as participate in “kiss the bricks” on the speedway itself!

Christensen Regnier, a Master's students in the program, explained what he took away from the trip: “Definitely getting the chance to be around students with different areas of concentration. It is neat to see them connect with people involved in sport.”

The final stop on the trip took place on Saturday, when the group was hosted by the Indiana Pacers for a presentation and tour. After the panel, SMSA stayed for the Milwaukee Bucks v. Indiana Pacers game. Although the game resulted in a loss for the Pacers, students still had a memorable experience taking photos on the court.

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Hands-on Experience in the Field! 2019 was a year filled with memorable moments, with students accounting for 146 internships and approximately 50,000 hours worked in the sports industry! Beyond these full-time internships, students had the opportunity to gain hands-on experience working at major sporting events, including the NCAA College Football Playoff via a partnership with Etzel Agency, the NFL Super Bowl, the NCAA Women's Basketball Final Four, and NCAA Women's World Series.

According to Dr. Pappas, FSU Sport Management is the only program that works the College Football Playoff every year, owed to the relationships established and reputation earned over the years.

In an interview with FSU COE's Media Specialist, Josh Duke, Chelsea Boretti, a student who went on the trip stated: “The trip was very beneficial to me personally as it helped me realize what I want to do in the sports industry. I was able to learn and experience event operations and what it is like behind the scenes of a major event.”

Experiences like these are what contributes to FSU's M.S. Sport Management program being #1 in the nation, according to College Choice magazine

FSU Sport Management students also had the opportunity to work at the Super Bowl in Atlanta. As part of that experience, students also visited SunTrust Park (home of MLB's Atlanta Braves), met with representatives from the NBA's Atlanta Hawks, and worked with On Location Experiences, an NFL-partner dealing with events and event production.

In June, students traveled to Oklahoma City to work at the NCAA Women's World Series. As with other events, students combined their fieldwork experience with industry meetings--in this case with the NBA's Oklahoma City Thunder, the Oklahoma City Dodgers (AAA-affiliate), and Oklahoma State University Football.

In all, 2019 was a banner year for the Department of Sport Management. Onward to 2020!

FSU Department of Sport Management

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SPM Faculty in the MediaThe Sport Management faculty at FSU take seriously their role as scholars committed to engaging in public conversations about pressing events in the world of sport as it relates to social, cultural, political, or economic issues. In 2019, FSU Sport Management faculty lent their expertise to conversations regarding sports gambling, racial politics in sport, and intercollegiate athletics, among other topics. (Note: click on images to view video clips).

In October, Dr. Jason Pappas (right) was interviewed on ABC-7 Southwest Florida about a bill filed in the Florida House that could allow college athletes to be paid.

In March, Dr. Ryan Rodenberg (left) was interviewed on CBS news magazine 60 Minutes by Sports Illustrated's Executive Editor, Jon Wertheim, regarding developments related to legalized sports betting.

In September, Dr. Michael Giardina (right) was interviewed on WTXL-ABC News regarding Nike advertising featuring former NFL player Colin Kaepernick and the cultural politics of athlete activism in the United States

FSU Department of Sport Management