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CoSIDA.com/ThankYourSID
This feature is part of our series of profiles showcasing members throughout the CoSIDA membership during the celebration of CoSIDA Membership Recognition Week for 2020-21. See more features at CoSIDA.com/ThankYourSID.
Rob Garcia – Academy of Art, Associate Athletics Director, Media Relations
by Barb Kowal – CoSIDA Director of Professional Development and External Affairs
“At the beginning of the year, we tell our student-athletes that we want to give them the means for telling their own story whenever possible and the emphasis on video content has allowed that to happen in a rather compelling fashion ... Showing their personalities through interviews, capturing their achievements with a timely iPhone, or finding that candid moment in GoPro footage from the head of a student-athlete all contribute to this exciting new era of visual storytelling.”
- Rob Garcia, Academy of Art Associate AD, Media Relations
Since 2008,
Rob Garcia has been associated with the Academy of Art University, a NCAA Division II institution in San Francisco and a member of the Pac West Conference. He currently serves as Associate AD for Media Relations, named to that role in September 2019 after holding an Assistant AD title for five years. He is directly responsible for media relations for volleyball, cross country, women’s basketball, track and field and softball. Garcia, who is quick to point out the assistance of his staff, gained two Pac West Sports Information of the Year honors in 2012-13 and 2015-16.
Garcia was named 2012-13 PacWest SID of the Year and was honored by the Academy of Art staff (photo by Meghan Bushnell).
In a Tweet-length of 280 characters or less, tell us who you are and how you got to where you are today.
RG: My name is Rob Garcia and I'm the associate athletics director of media relations at Academy of Art University. I was determined to become invaluable to a department after graduation and UCSB alumni connections helped me find ART U over 12 years ago. I have enjoyed it ever since.
What were the content-generating challenges that you faced from March 2020 – December 2020 when your sports were paused for CoVID-19? What was your philosophy about content and storytelling? What were successes you had during this period?
RG: Like everyone when the COVID-19 pandemic hit, we suddenly needed to pivot away from daily game previews and recaps to other creative means for telling the story of Academy of Art University’s student-athletes. Our sports information department renewed its determination to shine a light on all the individuals who make our department possible and launched a #KnightsRoundtable series that spotlighted our student-athletes, coaches, and administrators in Q&A form, much like this CoSIDA Recognition Week campaign.
Additionally, our teams collaborated in a fun (and hilarious) “TikTok Challenge,” we had a wide range of creativity shown in our #WeARTUKnighted posts which checked in on the at-home activities of our student-athletes around the globe, and our unique alumni stories continued to be told. I am extremely thankful to our Sports Information Director Jake Ward for his help making all of these projects and others possible.
Shooting photos during the 2016 Outdoor T&F Championships (photo by Jordan Herrod).
A big emphasis on your website (https://artuathletics.com) is “Be Artist. Be Athlete.” and the hashtag #BeArtistBeAthlete. The website refers to your school as the only “Art School in NCAA Division II” with the goal of developing art and design leaders in fields. This is a school with some unique majors (your student-athletes major in industrial design, acting, game development, photography, etc.). How do you use #BeArtistBeAthlete in your student-athlete storytelling.
RG: The phrase “Be Artist. Be Athlete.” was coined by our first Director of Athletics Dr. Jamie Williams who spoke from his own experience as both a former NFL star and co-author of the screenplay for the film
Any Given Sunday. That mantra has driven the program since its inception and, over a decade later, ART U continues to thrive in the intersection of so much creative energy. Each student-athlete at Academy of Art University embodies the simultaneous pursuit of artistic and athletic passions which makes every one of their life paths particularly intriguing and an absolute pleasure to cover.
What’s the project or campaign that you’re proudest of as a professional? Why?
RG: It’s difficult to pick one because anything we do with alumni gives me great pride. I think I am the proudest of the inaugural Hall of Fame we announced last year. Hall of Fames are always special, but this one was particularly close to my heart because I’ve had the fortune of witnessing all the individuals’ career accomplishments first-hand.
Delving into the history of our program and nostalgically remembering practically every student-athlete who has contributed to the ART U athletics program was both a challenging and exciting process. Reconnecting with these particular inductees meant so much and we are forever grateful for their efforts pioneering this program.
Garcia doing gameday duties at a tennis match (photo by Stephen Ellis).
What’s one trend in athletic communications (or college athletics) that you are a fan of?
RG: At the beginning of the year, we tell our student-athletes that we want to give them the means for telling their own story whenever possible and the emphasis on video content has allowed that to happen in a rather compelling fashion over the more recent years. Showing their personalities through interviews, capturing their achievements with a timely iPhone, or finding that candid moment in GoPro footage from the head of a student-athlete all contribute to this exciting new era of visual storytelling.
We are asking each CoSIDA member we feature to give us a professional "takeaway" - it could be a suggestion on working with staff, on balancing the demands, a game management tip, small-staff strategies, etc. What’s yours?
RG: In the world of sports information, everything we do is about selflessly telling the stories of our teams. We must certainly take good care of ourselves through the countless hours we put in, but embracing ways to incorporate our student-athletes into the storytelling process enhances their journeys.
Garcia testing before a photo shoot (photo by Stephen Ellis).
What do you enjoy reading about? Or listening to a podcast about, or both?
RG: One could think that working in the sports industry means you tire of following games, but reading or listening to podcasts about fantasy sports remains my passion. I know it’s weird, but to me, there’s nothing like laying down and hearing someone rattle off stats to unwind after a long day of statting!
What job other than your own would you like to have?
RG: Growing up, if I wasn’t going to do something with sports, I wanted to be a comedian or a DJ. I guess if I was able to do both at least I could play my own rimshot and laugh track during my set!