Staying True to Your Purpose: How Jeff Whisler Transformed Athletic Events To Sell Out In Minutes
In the fast-paced world of school events, staying true to your mission can feel like an uphill battle. For Jeff Whisler, a passionate educator, athletic director, and activities leader, success wasn’t just about managing logistics — it was about delivering meaningful experiences for students. His journey highlights not only the importance of embracing change but the power of finding your “why” and using technology to bring that vision to life. From chaotic cash-only ticket lines to seamlessly managed sell-out events, Jeff’s story is a roadmap for any school leader looking to make an impact. From Teacher to Tech-Savvy Leader: A Passion for Student Success Jeff’s career began with a simple yet powerful goal: building meaningful relationships with students to help them grow as individuals. He poured his time and energy into creating unforgettable memories and fostering a sense of belonging for every student. Whether it was a Friday night football game or the annual school play, Jeff’s focus was always on the students. As time went on, the logistics of managing and ticketing large-scale events became a growing challenge. How could he balance offering quality experiences with navigating endless ticket lines, tracking finances, and coordinating schedules? Despite his passion for student success, the manual systems in place — like cash boxes, paper tickets, and long queues — were taking a toll on both administrators and attendees. The Minnesota State High School League’s Mission: A Perfect Match for Jeff’s Passion Jeff’s passion for empowering students aligned perfectly with the mission of the Minnesota State High School League (MSHSL): promoting growth, teamwork, and excellence for every student-athlete and performer. As Region 4AA Secretary, Jeff’s role extends beyond the classroom and the basketball court — it’s about creating impactful experiences that allow every student to shine, whether they’re on the field, stage, or sidelines. However, outdated systems were holding schools back. Event management wasn’t just a headache for staff, it was creating barriers for families, students, and communities. Long lines meant late arrivals to games, cash-only setups excluded fans without cash on hand, and manual processes created unnecessary stress for administrators. Jeff knew there had to be a better way. The Ticketing Transformation: From Manual Mayhem to Digital Dreams Gone are the days of cash-only sales, mismanaged lines, and endless paperwork. For Jeff, the turning point came in 2021 when he took a leap of faith and transitioned to digital ticketing with Hometown. The shift wasn’t just about updating a system, it was about embracing innovation to better serve students, families, and staff. With digital ticketing, Jeff saw the potential to completely transform how school events were managed: No more long lines crowding the entrances. No more worrying about lost cash or mismatched bookkeeping. No more stress for parents scrambling to find exact change. Hometown: Sell-Out Success In Minutes When Jeff partnered with Hometown, the results spoke for themselves. The platform offered a secure, user-friendly solution for managing events of all sizes, and the impact was immediate. Here’s how Hometown has helped Jeff and his team revolutionize their event management: Sell-Out Success in Minutes: A boys’ hockey section tournament recently sold out to 3,100 attendees in just 13 minutes. Digital presales and real-time tracking made it seamless to manage high-demand events. Streamlined Finances: Hometown’s itemized payment system simplified accounting and bookkeeping, saving administrators valuable time and effort. No more reconciling cash boxes or manually counting ticket stubs. Stress-Free Support: With a dedicated Hometown representative, Jeff always had expert guidance, ensuring the transition was smooth and any issues were quickly resolved. Better Experiences for Families: Parents and fans could purchase tickets online ahead of time, skip the lines, and enjoy the events stress-free. “We sold out in 13 minutes, and because everything is online, we didn’t have to worry about last-minute ticket sales.” – Jeff Whisler, Region 4AA Athletic Secretary The “Why” That Drives Success: A Legacy of Leadership and Innovation At the core of every decision Jeff has made is his unwavering commitment to positively impacting students’ lives. Whether creating opportunities for student-athletes to showcase their talent or ensuring every attendee can enjoy an event hassle-free, Jeff’s “why” has always been the driving force behind his leadership. Digital ticketing didn’t just make Jeff’s life easier — it allowed him to stay true to his mission. By embracing innovative solutions like Hometown, Jeff has set a new standard for school event management. His leadership is a reminder that when you lead with purpose, the possibilities are endless. Key Takeaways for Athletic Directors and School Leaders If you’re navigating the challenges of managing school events, here are three lessons from Jeff’s journey to keep in mind: Embrace Digital Ticketing: Traditional methods can’t keep up with the fast-paced demands of modern events. Digital ticketing is efficient, secure, and future-focused. Find Your “Why” and Stay Committed to It: Let your mission guide your decisions. Whether it’s student success, community engagement, or operational excellence, your “why” is the foundation for growth. Partner With the Right Tools: Solutions like Hometown simplify logistics, improve efficiency, and allow you to focus on what matters most — delivering unforgettable experiences for students and families. Don’t Get Left Behind—Join the Digital Ticketing Revolution The days of cash boxes and manual ticket stubs are over. If you want to unlock the full potential of your school events and create meaningful experiences for your students, it’s time to embrace the future with Hometown. Streamline your process, save time, and focus on what truly matters—empowering the next generation. Ready to get started? Join the digital revolution today!
7 Proven Strategies to Boost Attendance and Engagement at Your School’s Events
School events are the lifeblood of a thriving community, bringing together students, parents, educators, and residents to celebrate milestones, achievements, and shared aspirations. However, driving high attendance and involvement can be challenging, especially in today’s fast-paced world of competing priorities. To help schools overcome these hurdles, we’ve compiled seven expert strategies to enhance community engagement and ensure your events are a resounding success. These actionable tips focus on leveraging technology, fostering collaboration, and creating meaningful experiences that resonate with your audience. 1. Make Event Information Easily Accessible Clear communication is the foundation of successful event planning. Ensure that event details are easy for every member of your school community to find and understand. Use a mix of communication channels—such as email campaigns, school newsletters, social media, and posters—to get the word out. For an even more streamlined approach, consider using platforms like Hometown. Hometown simplifies event management by providing a centralized hub where attendees can access all the information they need, including event details, ticket sales, and real-time updates. With an intuitive platform, you make it seamless for families and community members to stay informed and connected. “I really like how simple and easy it is. It’s very user friendly.” – Mason Harper, Assistant Athletic Director at Medina High School 2. Offer Convenient Digital Ticketing Options In today’s digital age, convenience is key. Paper tickets and cash-only payments can deter attendees, especially those with busy schedules. Digital ticketing platforms like Hometown provide a hassle-free solution, allowing attendees to purchase tickets online from any device. With mobile-friendly options and secure payment systems, families can buy tickets on their own time—even at the last minute. For schools, digital ticketing reduces administrative burdens, streamlines ticket tracking, and eliminates the chaos of managing cash transactions. By adopting modern ticketing solutions, you can boost attendance while creating a frictionless experience for everyone. 3. Leverage the Power of Social Media Social media is an indispensable tool for building excitement and promoting your school events. Create engaging posts, countdowns, and sneak-peek content to generate buzz. Highlight key event features, such as performances, guest speakers, or fundraising goals, to capture attention. “Did you know that 54% of social users use social media to research events?” (Source: Hootsuite, 2023) Platforms like Boxout, which partners with Hometown, make it easy to design professional, eye-catching graphics for your social media campaigns. These visuals help amplify your event’s visibility, drive ticket sales, and foster community engagement. Encourage students, parents, and staff to share your posts to further expand your reach and strengthen your school’s sense of community. 4. Involve Students in Event Planning Empower students to take an active role in planning and organizing events. When students feel a sense of ownership, they’re more likely to encourage their families and peers to participate. Provide opportunities for students to contribute through volunteering, performing, or helping design activities. This involvement not only boosts attendance but also fosters leadership, teamwork, and pride among students. When students see their efforts come to life, they create deeper connections with the school community. Texas High School Hometown Ticketed Basketball Game(November, 2024) 5. Collaborate with Local Businesses Forge partnerships with local businesses to enhance your event’s reach and value. Invite businesses to sponsor activities, donate giveaways, or contribute to raffles. In return, highlight their support by including their logos in event promotions and recognizing their contributions during the event. These collaborations strengthen community ties while offering businesses meaningful exposure. By working together, schools and local organizations can create mutually beneficial relationships that add a unique touch to your events. 6. Create Incentives to Drive Attendance Incentives are a powerful motivator for increasing participation. Offer perks such as door prizes, raffles, or discounts on future events to encourage attendance. Consider exclusive incentives that resonate with your audience, such as gift cards, school merchandise, or VIP seating. Research shows that offering incentives can increase event attendance by up to 20% (Eventbrite, 2022). By adding value to the event experience, you can generate excitement and ensure more community members turn out to support your school. 7. Celebrate and Share the Success The work doesn’t end when the event does. Sharing the highlights and achievements afterward helps keep the momentum going. Post photos, videos, and key statistics, such as the number of attendees or funds raised, on social media and your school’s website. Celebrate milestones like record-breaking attendance or impactful donations to build excitement for future events. Platforms like Hometown make it easy to track attendance and revenue, providing valuable data to share with your community. This transparency fosters trust and encourages ongoing participation in upcoming school initiatives. Lead the Way in Community Engagement By implementing these strategies, your school can become a leader in fostering strong community bonds and creating events that people genuinely look forward to. Embrace technology like Hometown to simplify event management, engage your audience, and maximize attendance. Kickstart Your Next School Event Today Don’t wait to transform your school’s events into thriving community hubs. Begin planning your next event today with the tools and techniques designed to inspire connections, celebrate achievements, and unite your community. With the right approach, your school events will become the cornerstone of a thriving, engaged community. Curious to learn more about how Hometown can transform your events? Learn more.
No More Cash, No More Chaos: The Digital Ticketing Revolution at Rancho Rio Public Schools
The Challenge: Managing 12,000+ Fans on Game Night For New Mexico’s Rancho Rio Public Schools, Friday nights mean one thing — game night. With over 12,000 fans attending their events, ensuring a smooth game day ticketing process wasn’t just a goal — it was a necessity. Long lines, misplaced tickets, and cash handling created unnecessary hassles for both staff and fans. With a community accustomed to cash transactions, the transition to a digital ticketing solution had to be user-friendly and seamless. “Hometown has made it really easy.” – Todd Resch, Executive Director, Rancho Rio Public Schools The Solution: Hometown’s Cashless Ticketing System Rancho Rio found the perfect partner in Hometown, the trusted leader in digital ticketing solutions. On a busy Friday night, ensuring fans can enter quickly and easily is essential. Transitioning to a modern cashless ticketing system wasn’t just about convenience—it was about elevating the entire game experience. Now, parents, students, and community members can purchase tickets effortlessly, freeing up more time to enjoy the excitement of the game. Here’s how Hometown makes it simple: Buy tickets directly from your school’s website. Pre-order season passes for the entire season. Enjoy mobile-friendly payment options like Apple Pay and Google Pay. With Hometown, Rancho Rio has truly transformed the way their community experiences game day. “We want to make the fan experience our top priority and Hometown has enabled us to make a seamless transition to cashless ticketing for our community,” – Todd Resch, Executive Director, Rancho Rio Public Schools Unparalleled Support from Hometown What makes Hometown’s solution stand out isn’t just the technology, but the dedicated support they provide. Hometown’s exceptional support has been a game-changer for Rancho Rio. The team is always available to answer questions, troubleshoot issues, and ensure that everything runs smoothly. Instead of struggling with ticket sales logistics, the school can now focus on creating memorable game day experiences for fans. “What sets Hometown apart from the rest is the support they provide us.” – Todd Resch, Executive Director, Rancho Rio Public Schools The Results: A Frictionless Game Day Experience For attendees, cashless ticketing systems solve major game day frustrations—no more long lines, lost tickets, or scrambling for cash. The result? A smoother, more enjoyable experience from start to finish. Since launching the system in August of 2024, the district has seen impressive results. Two high schools, Rio Rancho High School and V. Sue Cleveland High School, have already sold tickets for 161 events this year. In total, they’ve sold over 19,000 tickets—14,500 online and 4,800 at Points of Sale – bringing in $128,040 in ticket revenue. Looking ahead, the district plans to expand cashless ticketing to middle schools, ensuring an even broader impact across its community. A Winning Formula for Schools Everywhere Rancho Rio Public Schools’ success shows how cashless ticketing solutions can revolutionize school sports events. By partnering with Hometown, they’ve created a system that prioritizes the fan experience, simplifies operations, and keeps the focus on the game. For schools looking for a reliable ticketing platform, Rancho Rio’s story is proof that Hometown isn’t just selling a product—they’re building partnerships. Discover how Hometown’s ticketing platform can transform your school’s game day experience with seamless digital ticketing and unparalleled support. Ready to get started? Learn more about cashless ticketing for schools and how Hometown can help simplify your events today!
You Always Find Your Way Back Home: How Hilliard City School District Achieved Seamless Ticketing with Hometown
Hilliard City School District sought a reliable and efficient ticketing solution for their athletic events to accommodate thousands of fans. After experiencing challenges with another provider, the school returned to Hometown, a platform known for its exceptional customer service and dependable technology. The decision proved to be instrumental in ensuring smooth operations and a better experience for both staff and community. Their Challenges A few years ago, Hilliard switched from Hometown to another provider in an attempt to explore alternative solutions. Unfortunately, the switch led to numerous problems, including: Technical failures: Equipment often malfunctioned, especially during high-traffic events, causing frustration for staff and fans. Self-scan complexities: The lack of scanning options created confusion for spectators and ticketing staff. Cumbersome interface: Fans found the online ticket purchase process difficult to navigate. After enduring these challenges for a year, Hilliard decided to return to Hometown. Marking an Impact The return to Hometown had an immediate and positive impact on Hilliard City School District’s event management: Reliable technology ensured smooth ticketing operations, even during high-attendance events. Hometown’s exceptional customer service provided immediate troubleshooting—critical for Friday night football games with up to 5,000 fans. The platform’s user-friendly interface made it easy for fans to purchase tickets online, reducing confusion and complaints. “Hometown has always been a call away, and their customer service is the best. On a Friday night football game with 5,000 fans, it’s comforting to know you can call and get immediate help.” – Chris Ludban, Assistant Athletic Director at Hilliard High School The Results By returning to Hometown, Hilliard achieved: Streamlined operations: One ticketing provider for all events eliminated confusion and inefficiency. Better fan experience: Fans enjoyed an easy-to-use online platform for purchasing tickets. Reliable technology: An iOS- and Android-friendly app and responsive customer support ensured smooth ticketing, even during the busiest events. Hilliard’s experience underscores the importance of choosing a ticketing provider that prioritizes reliability, user experience, and exceptional customer service. For them, Hometown proved to be the perfect partner, delivering consistent results and peace of mind. “There’s no comparison between the two companies—Hometown just does it better… PERIOD.” – Chris Ludban, Assistant Athletic Director at Hilliard High School
Hometown Spotlight | Jeff Whisler: MSHSL
HOMETOWN SPOTLIGHT | MARCH 2025 Organization: Minnesota State High School League (MSHSL) Secretary of Region 4AA: Jeff WhislerHometown is excited to announce March spotlight, Jeff Whisler and MSHSL. About My name is Jeff Whisler. I’m currently the Secretary for Region 4AA, part of the Minnesota State High School League. I spent 38 years in education, starting as a teacher and administrator before transitioning to an activities director. I served as the activities director for 14 years at Monte School District and later for 6 years at Roseville Area High School, retiring in 2018. After retirement, I took on my current role, where I oversee section tournaments, manage finances, and support schools in our region. How you use Hometown? As Region Secretary, I work closely with schools to organize and run section tournaments, and tools like Hometown (or Schoolfundr) help streamline processes like handling event logistics and managing funds efficiently. What is your favorite Hometown feature? I appreciate features that simplify financial management, such as systems for paying officials and processing tournament expenses. It keeps everything organized and reduces administrative headaches. Fun fact After 37 years in education, I’m retired but still busy! I’m married to my high school sweetheart, and we love spending our mornings with our 2-year-old grandson. Stepping into my role as a region secretary has been a perfect fit—it keeps me connected with schools and students and allows me to stay involved in high school athletics, which has always been a passion of mine.
The Hidden Costs of Paper Ticketing in School Sports: Why It’s Time to Go Digital
For many school athletic programs, paper ticketing and cash-only sales have long been the standard way of doing business. But while this process may seem simple, the hidden costs can add up quickly – impacting your staff, your revenue, and your community. Here’s a breakdown of the four most critical hidden costs, and how to combat them. Hidden Cost #1: Increased Personnel Managing cash boxes at the gate requires extra staff, increases the risk of clerical errors, and slows down fan entry. When the final buzzer sounds, reconciling cash takes even more time, and transporting deposits to the bank adds another layer of work and risk. These steps might sound all too familiar if you have been taking a cash-only approach. Digital operations not only make the attendee experience better, your staff no longer has to worry about staying late to count cash and deposit funds. The ability to reconcile your funds nearly instantly means less time spent on manual accounting, fewer errors, and complete financial transparency – giving your team peace of mind and getting you back home shortly after the event is over. “As someone who is always the first to enter and the last to leave the stadium on Friday nights, I can honestly say that before we started using Hometown, I’d often be there until midnight. Now, I can leave [early] because of the streamlined reporting – it saves me from having to go to the bank.” – Beth Smith, Athletic Secretary at Wylie ISD Hidden Cost #2: Security and Accountability Risks Cash transactions can come with security concerns such as missing funds or potential theft. With digital ticketing, every sale is tracked and accounted for, reducing the chance of financial discrepancies and ensuring accountability across all touchpoints. This shift can enable schools to enhance the safety at each entry point, giving their staff peace of mind before, during and after the game. “The switch helped our district recover lost revenue during critical seasons. The revenue generated has been reinvested in student programs, creating a positive impact throughout the district.” – Jay Govan, Assistant Athletic Director at Northside ISD Hidden Cost #3: Fewer Ticket Sales & Revenue Event attendees today expect simple, contactless options. Cash-only ticketing can be inconvenient for these event goers, discouraging attendance from those who prefer mobile payment options. A digital system allows fans to buy tickets in advance, reducing last-minute stress at the gate. This keeps stands packed and recurring fans happy. Hidden Cost #4: Lack of Reporting Visibility Paper ticketing doesn’t offer schools real-time event insights, which can lead to capacity challenges and heightened security risks. Digital ticketing provides instant reporting, giving your staff the visibility they need to manage capacity, track revenue, analyze trends, and even make informed decisions for future events. Struggling to get buy-in for digital ticketing? This quick guide helps athletic directors effectively engage with their school administration to make the case for a seamless ticketing solution. Download it now! DOWNLOAD NOW “Transitioning to Hometown helped centralize how the district operates and it was a game changer for logistics and operations, allowing them to sell over 400% more season tickets than in previous years.” – Lance Moffet, Athletic Director at Hays CISD Hometown Is Here For Your Community By streamlining event operations, your staff will spend less time on manual tasks and more time enhancing game-day experiences for your dedicated community. Plus, digital ticketing can significantly improve required financial compliance, ensuring transparency at every level from purchase to scan to collection. Offering a digital-first ticketing system isn’t just about modernizing – it’s about making your athletic program more efficient, more secure, and more reliable for everyone. Ready to make the switch? Book a free demo to learn how digital ticketing can maximize revenue for your school and improve the fan experience. BOOK A MEETING
Choosing the Best Ticketing Partner: Expert Tips from Corpus Christi ISD
Managing athletic events for a large school district is no small task. For Corpus Christi Independent School District (ISD)—which oversees six high schools, 11 middle schools, and two stadiums, including a historic venue from the Great Depression—the challenges of organizing sporting events are immense. Assistant Athletic Director Michael Keel shares how adopting Hometown transformed their processes, from ticketing efficiency to audit compliance, while keeping fans satisfied. The Challenge: Inefficient Ticketing and Audit Risks Before Hometown, Corpus Christi ISD struggled with an outdated ticketing system. Their previous provider failed to deliver detailed reports, causing issues during audits and leaving the district financially vulnerable. “As a data nerd, I value transparent and detailed reporting—The lack of clarity in reports from the previous provider was a major issue and drove us to search for a better solution.” – Michel Keel, Assistant Athletic Director at Corpus Christi ISD The Solution: Hometown’s Game-Changing Features Hometown quickly solved Corpus Christi ISD’s challenges with its advanced reporting and user-friendly platform. The district saw immediate improvements in efficiency, transparency, and audit readiness. Key Benefits of Hometown: Detailed Reporting: Hometown’s reports satisfied auditors and made financial processes seamless. Ease of Use: The platform is intuitive, even for non-technical users, ensuring smooth operations. Real-Time Support: During a regional soccer tournament with 17 lightning delays, Hometown’s support team helped extend ticketing times within minutes, avoiding logistical chaos. “The reports from Hometown are the easiest I’ve ever seen. They’ve made everything more efficient and transparent for our auditors and finance team.” – Michel Keel, Assistant Athletic Director at Corpus Christi ISD Flexibility and Advanced Features Hometown’s flexibility is another standout feature. The platform accommodates complex needs, such as: Custom Ticketing: Prevent opposing teams from buying out seats during playoff games. Stadium Management: Simplify season ticket sales for two vastly different stadiums, one of which is a historic landmark. “The ability to customize and secure ticketing options has been crucial for us.” – Michel Keel, Assistant Athletic Director at Corpus Christi ISD Real-Time Support in Action Hometown’s exceptional support was tested during a regional soccer tournament plagued by lightning delays. Despite being new to the platform, Keel was able to extend ticketing times and re-enter fans without issue, thanks to real-time assistance. “Anything I couldn’t figure out, their team fixed within minutes. Without their support, the delays could have cost the district money and caused a logistical nightmare.” – Michel Keel, Assistant Athletic Director at Corpus Christi ISD Key Questions for Choosing a Ticketing Provider Keel offers advice for schools and districts evaluating ticketing solutions. He recommends focusing on these key factors: Report Quality: Does the platform provide detailed, transparent reports for audits and financial needs? Real-Time Support: Can the provider offer immediate help during events to resolve issues quickly? Ease of Use: Is the platform intuitive for all staff, technical or not? Hometown checked all these boxes for Corpus Christi ISD, significantly reducing administrative burdens and improving event management. Conclusion: A Reliable Partner for School Districts For Corpus Christi ISD, Hometown has proven to be more than just a platform—it’s a reliable partner. From simplifying event management to ensuring financial transparency and meeting the unique challenges of running events at two very different stadiums, the platform has addressed key pain points and elevated the district’s operations. “As an administrator, I don’t have to be in the system all the time,—yet, I know it’s reliable, easy to use, and backed by real-time support. That’s what makes Hometown stand out.” – Michel Keel, Assistant Athletic Director at Corpus Christi ISD If your school district is searching for a ticketing solution, take it from Corpus Christi ISD—Hometown is worth considering. The ease, efficiency, and support it provides could be exactly what your district needs to streamline event management and ensure success.
Hometown Spotlight | Roderick Smothers: Alabama A&M
HOMETOWN SPOTLIGHT | FEBRUARY 2025 School: Alabama A&M Assistant Athletic Director: Roderick SmothersHometown is excited to announce February spotlight, Roderick Smothers and Alabama A&M. ABOUT Roderick With a strong focus on athletics throughout his career, Roderick has always been involved in either athletics or education. He found his calling in administration athletics, where he has the opportunity to educate and mentor student-athletes—something he has a strong passion for. A Life in Athletics As a person that played sports growing up, Roderick was always curious as to what happens on the opposite side of competition. His blood, sweat, and tears throughout the years have been to position himselt to give that back to the next generation of student athletes. “It actually helps me now that I’m on the administration side of athletics, building those student relationships that help them grow on a daily basis. – Roderick Smothers, Assistant Athletic Director How Alabama A&M uses Hometown Transitioning to the Hometown has allowed Alabama A&M to modernize and streamline their processes. Aside from athletic events, they also use Hometown for student body events, comedy shows, and concerts. Hometown allows students to be more self-sufficient, giving them an easy and efficient way to engage with campus events. “Hometown provides us with simple and effective solutions to both everyday challenges and complex problems, and helps us keep everything running smoothly.” – Roderick Smothers, Assistant Athletic Director
Breaking Barriers: Tony Fisher’s Journey of Sports, Leadership, and Inclusion
From a young age, sports have always been a cornerstone of Tony Fisher’s identity. Growing up in Milwaukee, Wisconsin, a small, young boy with a big love for the game. His dad, a dedicated Milwaukee Bucks fan, had season tickets, and they rarely went to a game without each other. The arena back then, known as The Mecca, wasn’t just a place to watch basketball; it was a magical experience that fueled Tony’s love for sports. One of the best parts about The Mecca was how accessible the players were. After the games, he would head down to where the players exited the locker rooms, separated from the fans by nothing more than a yellow painted line. He’d eagerly wait, pennant in hand, hoping to snag a high five, a handshake, or even a signature. His goal at every game was to buy a pennant of the visiting team and collect autographs from the players as they walked out. Over time, he built an incredible collection. Larry Bird, Kareem Abdul-Jabbar, and Dr. J, Moses Malone just to name a few. But the most memorable moment of all was when Tony got Michael Jordan’s signature. “I followed him outside the stadium as he was boarding the bus, looked up at him with wide, hopeful eyes, and asked him to sign my pennant. He paused, already on the bus, and signed it. That moment completed my collection and solidified my love for the game.” Basketball wasn’t just something he watched; but lived. Tony’s backyard had a basketball court, and even during Wisconsin’s harsh winters, he’d shovel the snow off the driveway and shoot free throws with gloves on. “Sports became more than a hobby; they became a way of life. They taught me discipline, gave me purpose, and became a source of endless joy.” After college, Tony’s passion for sports led him to coaching which was inspired by his desire to guide his younger brothers through high school basketball and ensure fair opportunities for them. Hopeful to eliminate the politics players experience and focused on giving talented athletes, regardless of their age, the chance to compete at the highest level. Starting at his alma mater, Milwaukee Lutheran High School, where he could stay connected to the game and inspire young athletes. “Coaching wasn’t just about teaching skills; it was about passing on the love and life lessons that sports had given me.” Today, Tony still carries the competitive spirit and love for sports in everything he does. Whether it’s playing, coaching, or simply watching a game, sports remain a vital part of his life. They’ve shaped who he is, taught him resilience, and given him memories he’ll cherish forever. Without sports,Tony isn’t sure where he’d be—and honestly, he wouldn’t want to find out. “Greatness isn’t just about reaching the pinnacle; it’s about what you do when you get there.” While as an assistant coach at his alma mater in 1999, Tony’s mission evolved to impact as many young athletes as possible. Over eight years, his coaching extended beyond his brothers, as he built relationships with players from multiple classes. Eventually, he became a head coach and athletic director, leaving a career in graphic design to fully commit to athletics. Throughout his career, Tony navigated cultural differences and challenges, always focused on fostering success and unity across their teams and programs. His unique background in marketing communication allowed him to bring innovative branding and organizational skills to athletic administration. Tony developed visually appealing templates, maintained up-to-date websites, and implemented branding strategies that impressed colleagues. This meticulous approach led to a leadership role in the Florida Interscholastic Athletic Administrators Association (FIAA), where he served as the marketing and sponsorship chair, securing record-breaking sponsorship funds and designing the organization’s logo and website. Additionally, as a co-founder of the NOMAD initiative during the aftermath of the George Floyd tragedy, Tony embraced his role in promoting diversity, equity, and inclusion within athletic administration. By leveraging his position and expertise, he worked to make a meaningful difference in addressing social justice issues through sports. This journey exemplifies Tony’s commitment to combining his skills and passion for athletics to create positive, lasting impacts on students and the broader community. Tony’s involvement with the National Organization of Minority Athletic Directors (NOMAD) first began when he noticed a logo for the Black Athletic Directors Association (BADA) in an email signature. After inquiring, he learned BADA was more of an informal group with untapped potential. Recognizing the need for a formalized organization to support underrepresented athletic administrators, Tony collaborated with others to create NOMAD. NOMAD’s mission is to close gaps in resources, education, and opportunities for minority athletic administrators. The group focuses on providing tools, networking, and partnerships to level the playing field between underrepresented schools and their suburban counterparts. For example, Tony observed disparities in access to innovations like digital ticketing, which some suburban schools implemented early during the pandemic. NOMAD aims to bridge such gaps by connecting members with knowledge and resources they might not otherwise access, particularly through events like the National Conference. Additionally, NOMAD was established as a platform to empower and uplift minority athletic administrators, ensuring they can better serve their schools and communities while staying competitive in a rapidly evolving field. With nearly 800 members, the organization demonstrates a clear demand for its initiatives. NOMAD provides resources like webinars, professional development opportunities, and a hospitality suite at the National Conference, where networking and mentorship thrive. NOMAD offers scholarships for student-athletes of its members, particularly focusing on children of color who often miss out on broader opportunities like scholarships. The NOMAD scholarship application is designed to mirror the NIAAA’s, making it easier for applicants to apply for both. This dual application process doubles the chances for financial support and recognition while emphasizing diversity’s importance in high school athletics. Furthermore, NOMAD’s mission is to close equity gaps in representation and resources by empowering and educating underrepresented administrators, ensuring their schools and communities thrive through improved access and
Hometown Spotlight | January: Plano ISD
HOMETOWN SPOTLIGHT | JANUARY 2025 School: Plano ISD Athletic Director: Lonnie Jordan Hometown is excited to announce January spotlight, Lonnie Jordan and Plano ISD. ABOUT LONNIE Before transitioning to athletic administration, Lonnie was the Head Football Coach at Lake Highlands High School in Richardson ISD, where he oversaw all aspects of the budget, facilities, support staff, programs, and coaching for the high school as well as two feeder junior high schools. Prior to his time at Richardson ISD, he served as both the Athletic Director and Head Football Coach at Lone Oak High School. With 29 years of experience in high school athletics, he has developed a broad expertise both on the field and behind the scenes. From Coach to Athletic Director Coach Jordan was appointed Athletic Director in April 2024. He joins the district after serving in leadership roles at Highland Park ISD and Richardson ISD, where he held the positions of Athletic Director and Athletic Coordinator. In his role as Athletic Director, Coach Jordan is responsible for overseeing the district’s athletic budgeting and programming, including managing facilities renovations, and was an active member of the superintendent’s cabinet. How Plano ISD Uses Hometown Plano ISD, a long-time client of Hometown, is a large district that uses digital ticketing for athletics, performing arts, and student activities throughout the district. “Hometown has simplified event logistics, allowing for better revenue tracking and reporting. Previously, event management was fraught with uncertainties, but the transition to Hometown has made the process seamless.” – Lonnie Jordan, Athletic Director
