Team Tampa Bay's Take with Joey Johnston: Working As One

By Joey Johnston

The college volleyball season will begin and end at downtown Tampa’s Amalie Arena.

First, it’s the season-opening Road 2 Tampa Bay Volleyball Invitational — including the No. 8-ranked Penn State Nittany Lions, the No. 11 Florida Gators, the No. 20 Georgia Tech Yellow Jackets and the home-standing USF Bulls — on Friday night at Amalie and Saturday night at USF’s Yuengling Center.

In December, the NCAA Volleyball Final Four arrives at Amalie, bringing with it fans from everywhere, all of the convention-bound coaches and the crowning of a national champion.

“But these events don’t just belong to the Tampa Bay area,’’ Tampa Bay Sports Commission vice president of events Claire Lessinger said. “They belong to the entire region. They belong to the state of Florida.

“We are working with every volleyball organization, every major volleyball stakeholder in Florida to make this the best possible experience for everyone.’’

Two mantras:

* Setting The Standard — In keeping with the TBSC’s standard goal, the mission is to stage the most successful NCAA Final Four ever and set a championship-game attendance record.

* Growing The Game — Every event and every initiative will look to expose volleyball to a wider audience while continuing the game’s upward trajectory.

Tampa Bay’s Local Organizing Group has assembled a regional volleyball marketing committee — its slogan is “ALL-IN’’ — and it includes constituents from colleges, high schools, clubs, sports facilities, USA Volleyball, AAU Volleyball, the Pro Volleyball Federation and the Professional Association of Volleyball Officials.

“For those volleyball folks who don’t get to the (NCAA) championships on a regular basis, the excitement level is very high,’’ said volleyball official Donna Carter, a Tampa native who played at Clemson University. “It’s all anyone can talk about. For those who do go to the championships regularly, there is even more excitement.

“It’s a chance to host and show all of our friends from around the country what a great place Tampa is to live and visit. We are all exchanging ideas about how to make our visitors enjoy their experience to the fullest. We all want it to be sold-out, fun and memorable.’’

AJ Joseph, president of St. Petersburg-based JVC and AR Courts, which manages volleyball tournaments, sports court rentals and volleyball camps, said it’s vital to get the word out.

“Especially to the middle school, freshman and junior varsity high-school programs,’’ Joseph said. “I’d be willing to bet that of the 15 athletes on my daughter’s middle-school team, she is the only one who knows the Final Four will be in Tampa this year. Her teammates are not exposed to college volleyball very often — if ever.’’

So the marketing campaign has high-level and grassroots applications. The TBSC wants everyone in the state’s volleyball circles to attend the season-opening event and the Final Four — and they are encouraged to bring a friend (or two).

Steve Bishop, president and executive director of USA Volleyball’s Florida Region, said he’s confident that all the planning and awareness initiatives will pay off in a big way.

“In my experience, our volleyball community is always honored to be the host of noteworthy national and international events here in Florida,’’ Bishop said. “Tampa has always been a great destination and a strong advocate for hosting volleyball events of all levels and sizes.

“The sport of volleyball itself continues to grow in all disciplines. The sporting landscape is busy and it’s getting bigger all the time. Fans and spectators have come to expect big experiences when they travel to large-scale events and Tampa has been busy since the bid was awarded. We want to make sure that this year’s premier collegiate volleyball championships will continue the long-standing tradition and set a new standard.’’

Cody Liner, leader of USA Volleyball’s rapidly growing Beach National Team Development Program, said he believes it will all come together beautifully.

“There is no better time to raise the bar for these events,’’ Liner said. “The season-long campaign the Tampa Bay Sports Commission is producing will leave a lasting impression and will continue to elevate the sport, giving it the attention it deserves.’’

From start to finish, that’s the goal of every marketing-minded person assembled by the TBSC.

“Quite frankly, we don’t believe that college volleyball has gotten the resources that it truly deserves,’’ TBSC executive director Rob Higgins said. “We think now as it starts to get more and more attention — and hopefully more and more funding — you’re going to see the sport skyrocket in a really profound way.

“Our mindset has always been that we want to be part of the solution by creating an event to kick off the season and helping to drive awareness. But it’s also about being focused in every area with every person involved all the way through the championship. We want to make sure that what takes place here in December is not only historic but also unforgettable.’’