AN NUAL REPORT 2009 Jenny Barringer WELCOME TO USA TRACK & FIELD As Jesse Owens stood atop the the team and the brand are organization who views the NBA, USA TRACK & FIELD medal podium at the 1936 Olympic stronger than ever. And in mid- MLS and other pro sports leagues DRIVES COMPETITIVE Games in Berlin, he embodied the 2009, USA Track & Field (USATF) as its peers. USATF’s raison d’etre is ideals of sport: competition, sports - signed a new contract with Nike to advance the sport of track and EXCELLENCE AND manship and excellence, all judged that increases the value of Nike’s field in the American psyche and in POPULAR ENGAGEMENT only by an athlete’s actions, not contribution to USATF and its the American sports business and IN OUR SPORT. his skin color. Before an adoring athletes by nearly 50 percent, entertainment industries. German public and a confounded ensuring that the financial state Adolph Hitler, one of the icons of of USATF will thrive through the The sport is international, elemental All things to all people? Maybe… the Olympic movement bore three 2016 Olympic Games. and eternal. Among the most ubiq - but in the best possible way, and letters across his chest: “U.S.A.” uitous and accessible activities in with focus on growth. The organization charged with the world, track and field has uni - Together, those three letters are growing that brand and administer - versal appeal, with 213 national USATF is the unifying force for the the most powerful brand in interna - ing the U.S. team, USATF is the member federations competing on sport in the United States. Presi - tional sport, and nowhere is that national governing body for track the international level. It is a power - dent/Chair Stephanie Hightower brand stronger than on the track and field, long distance running ful social and economic force in the and CEO/General Secretary Doug and in the field. As evidenced by and race walking. Part of the United States, where more than 30 Logan rose to their positions of Team USA’s dominating Return to Olympic Family, with the power of million Americans are runners and leadership in 2008 and with the Berlin for the 2009 IAAF World Out - “The Rings” behind it, USATF also 10 million Americans run 100 times Board of Directors are charting a door Track & Field Championships, is a modern, professional sports or more each year. Indoor and out - new course for the organization door track and cross country is the over the next quadrennium. #1 participatory sport in American Sponsorship success, TV ratings USATF IS… junior highs and high schools. Tens increases and participation growth of thousands of Americans are in - all have been cornerstones of the The force behind Team USA, the World’s #1 Track & Field Team volved with the sport as coaches, last several years. USATF looks to officials and volunteers. The sport build upon that success and to Nearly 100,000 members, from age 8 through 90+ penetrates deeply into the inner aggressively expand into new areas cities, while fans at some meets in 2010 and beyond. More than 2,500 clubs and 57 regional Associations nationwide boast an average household in - come well over $150,000. The sanctioning body for more than 5,000 running, walking and track & field events annually 1 Tyson Gay THE VISION: USATF STRATEGIC PLAN In the summer of 2009, the USATF Board of Directors came together at Conseco Fieldhouse in Indianapolis for a retreat with a singular purpose: to lay the framework for USATF strategy over the next three to four years. The previous USATF Strategic Plan had taken shape over the course of months, even years, and had generally laid untouched, save for periodic re - freshers from USATF staff. President/Chair Stephanie Hightower and CEO Doug Logan wanted a new Strategic Plan that would be relevant; one that would be lived by staff, volunteers and the board on a daily basis. A Plan that would not only set goals but lay benchmarks for success. The board planned to condense months of work into 36 hours. Joined by members of the USATF executive staff, the board got to work with the aid of a facilitator. Whatever the alchemy of that July weekend, it worked. Relatively free from special-interest concerns and united by their shared goal of maximizing the potential of the sport, the board’s vision took shape with startling speed and clarity. Beginning with a new Mission Statement, the board worked from the macro to the micro level. They first developed a new, simple Mission Statement, then moved on to establish a vision for success, strategies for getting there and goals that turn the strategies into action. The board emerged with the road map to the future. After receiving fine-tun - ing and expansion from staff, the Strategic Plan was presented by Hightower to USATF membership at the 2009 Annual Meeting. Chelsea Johnson The Mission began. Kerron Clement 2 USA TRACK & FIELD MISSION STATEMEN T: USA Track & Field drives competitive excellence and popular engagement in our sport VISION – WHAT SUCCESS LOOKS LIKE • We fully support our athletes with resources • The public and the media respect and are and programs drawn to our sport • All our constituencies work together to • Our athletes consistently outperform the support our sport's success competition • Our business model showcases our sport in • We have the resources to achieve our mission innovative and lucrative ways STRATEGIES – HOW TO FULFILL OUR VISION: Build a transparent and accountable Establish the sport in popular culture (cont.) organizational model that values all constituencies • Develop list of non-traditional opportunities • Management models new paradigm of ethical, (media, sponsorship, lifestyle) transparent, accountable behavior • Retain skills or resources to find these things • Describe the new organizational model • Develop event presentation plan that • Communicate with membership maximizes commercial value • Start development of working model for Develop a Track & Field brand that resonates organization/athlete relationship with consumers Develop a culture and systems that maximize • Expand media presence by strategically competitive excellence and a superior targeting select platforms professional experience • Improve and expand our products • Determine, develop and disseminate our • Include all relevant constituencies in message to targeted customers developing a High Performance Plan • Create approaches for identifying and supporting future athletic talent Establish the sport in popular culture • Establish preferred standards and systems • Develop an aggressive business model that for event operations creates and exploits monetizable assets • Clearly define and communicate athlete • Inventory current assets services as high mutual benefit • Institutionalize procedures and education to assume a drug-free sport Kara Goucher STRIKING A BALANCE USATF Board of Directors takes the lead Words like “diversity” and “profes - Track & Field’s Board of Directors Jack Wickens. “We seem to find Remaking leadership sionalism” have become so has embraced and brought mean - common ground fairly easily and In sweeping bylaw changes over - ubiquitous as to be almost mean - ing to the sport’s most important make decisions quickly and em - whelmingly approved by USATF ingless. But, with a revised structure leadership body. phatically.” membership at its 2008 Annual and energized members, USA Meeting, the USATF Board was Formed in early 2009, the 15- As Audit Committee Chair Kim reduced in size from 31 members member Board came together for Haines succinctly puts it, the to 15. The USATF President, IAAF its first meeting on March 8, 2009 Board is comprised of “diversified, Council Member, 5E representative when it selected its officers. Since experienced, competent, caring and three athlete representatives are then, it has developed and fleshed individuals,” while Elizabeth Phillips, selected directly by their constituen - out a strategic plan while providing a member of the previous USATF cies. The six seats nominated by oversight and a new perspective Board as well, notes her colleagues USATF's High Performance, Long to USATF’s mission, philosophies are “committed and professional.” Distance Running, General Competi - and priorities. tion, Youth, Coaches and Officials The demographics of the Board divisions, as well as three independ - reflect the diversity of the sport: ent seats, were vetted and ultimately seven of the 15 members are selected by USATF's Nominating African-American and five are and Governance Panel. Each USATF Top: Jack Wickens, Stephanie Hightower, Doug Logan women; of those with world-class Division nominated three candidates athletic backgrounds in the sport, for each seat, with the Panel choos - Center: Deena Kastor, Willie Banks,Darlene Hickman the sprints/ hurdles, jumps, middle ing the Board member from among distances, long distances, race the nominated candidates. The Bottom: Kim Haines, Elizabeth walks and throws are represented. Independent Board members were Phillips, Robert Hersh Nearly all are established business selected by the Panel from nomina - people. tions gathered nationwide. “We have all grown from the con - The result of the retooling was to When asked to describe the defin - versations we have had with one lessen perceived turf wars borne of ing qualities of the Board, many another,” notes Olympic medalist a committee-representational Board members immediately point to di - Deena Kastor. “It seems everyone and to provide an environment of versity, noting in that lies strength. has had perspective shifts at differ - a singular, shared goal – at least in ent times on different subjects theory. It doesn’t mean that differ - “Thankfully, our Board is both di - because we have the ability to dis - ent perspectives aren’t staunchly verse and aligned,” says Vice Chair cuss things intelligently and fairly.” defended. 4 Elizabeth Phillips, Robert Hersh, Aretha Thurmond The Board must “provide strategic current situation the country is in,” direction, reviewing management’s says Budget & Finance Committee execution of strategies,” says IAAF Chair Kenneth Taylor.