This wasn't just an introduction. It was more like a premiere.

With his typical theatrical flair and a resounding call to action that was difficult to ignore, Rob Higgins took the reins Monday as USF's first CEO of Athletics, a position that will entail much more than the traditional skill-set of a collegiate athletic director.

Instead of a stale question-and-answer format from behind the podium, Higgins wore a lavalier microphone, so he could operate hands-free to purposefully work the crowd of notable Bay area luminaries, media, donors, staff members, student-athletes, and fans at the Pam and Les Muma Basketball Center.

"We're going to put a premium on process and performance,'' Higgins said. "We will no longer tolerate using 'potential' as an excuse or a crutch. The days of defining ourselves based off some immeasurable metric of potential are now over.

"The negativity that we've seen from time to time around our program is officially over as well. We have the resources, facilities and coaches to win right now in the American. I can tell you what we don't have and won't have, though, and that's excuses and regrets. We're going to be proactive and prepared.''

Higgins further set the tone by reciting one of his favorite quotes.

"There comes different points in your life that are defining moments,'' Higgins said. "When those moments come, you either define the moment or the moment will define you. Think about that. You have the chance to meet those moments head-on and shape their impact on the future. And what you do with every single one of those moments is totally up to you.''

Higgins then acknowledged the author of that quote, USF Board of Trustees chairman Will Weatherford. In 2021, Higgins, Weatherford and Pro Football Hall of Famer Derrick Brooks led the host committee for Super Bowl 55 at Raymond James Stadium, won by the Tampa Bay Buccaneers, in the middle of a global pandemic.

"We all defined that moment back then, which resulted in an unprecedented championship for our hometown and we're going to define this moment, too,'' Higgins said. "We found calm and confidence in the chaos back then and we're going to do it again now.''

As NFL Network commentator Sara Walsh directed Monday's program, Weatherford was there, as was Brooks. There was also Tampa mayor Jane Castor, former mayor Bob Buckhorn and Hillsborough County Commissioner Ken Hagan, along with Pro Football Hall of Famer Ronde Barber, former Buccaneer and ESPN talent Booger McFarland, Yankees all-time great Tino Martinez, MLB all-star Jose Bautista (a USF graduate), WWE superstar Titus O'Neil, former Bucs tight end Cameron Brate and Olympic gold-medalist swimmer Brooke Bennett. There was also a flood of civic, business and political dignitaries, along with all the prominent USF donors, supporters, coaches, staff members, cheerleaders and pep-band members.

Introduction? It was a celebration. And everyone was invited.

"Is there anyone who Rob Higgins doesn't know?'' said Jay Stroman, vice president for advancement and CEO of the USF Foundation who served as interim vice president for athletics after Michael Kelly resigned his position in June to become AD at the U.S. Naval Academy.

That prompted a nationwide search for Kelly's successor that really could've ended right down the street. It opened the door for Higgins, the hometown kid who said USF always was his dream destination.

He was once a USF basketball ball-kid, then a team manager.

"While others left for places where they thought the grass was greener, many of us always knew that the grass was greenest around Fowler and Fletcher,'' Higgins said.

"From those humble beginnings, look where he is today,'' USF president Rhea Law said. "I am the first alum to serve as president. And we are so proud that Rob is the first alum to serve as CEO of athletics.''

 Higgins, a USF graduate who has admittedly bled green-and-gold his entire life, built a sterling reputation during his two-decade tenure as executive director of the Tampa Bay Sports Commission. He helped to attract Super Bowls, the College Football Playoff Championship Game, the NCAA Women's Final Four, the NCAA Frozen Four, the NHL All-Star Weekend, the NCAA Volleyball Championships, the NCAA Men's Basketball Tournament, the ACC and SEC Men's Basketball Tournaments, the ACC Football Championship, the U.S. Gymnastics Championship, the Savannah Bananas and WrestleMania to the Tampa Bay area.

He does know everyone. He has done practically everything.

Higgins now brings that level of expertise, passion and clout to his alma mater, which he believes is uniquely positioned to make a significant impact in college athletics.

"This is USF taking its place at the top of the hierarchy of college athletics,'' Higgins said. "It's going to take you. It's going to take me. It's going to take all of us. And I can't wait to get started.''

In the beginning, Higgins said he cleaned the basketball court and passed out water to the players. When USF won the 1990 Sun Belt Conference Tournament, earning the first NCAA Tournament bid in program history, Higgins said he received a letter from assistant coach Tommy Tonelli, who thanked him for his role in winning the championship.

"Me? I helped to win the championship?'' Higgins said. "Then it dawned on me. It takes everyone. I've never forgotten that.''

Thirty-five years later, Higgins had that letter in his coat pocket. He called Tonelli to the stage and returned it to him.

A full-circle moment.

 

Successful Search

The search for USF's inaugural CEO of athletics was a complete full-circle moment.

"When Michael told us he was leaving (for Navy), we knew it was a unique moment in time,'' Weatherford said. "We knew USF couldn't get this wrong. We wanted to go through a process. Rob was an obvious choice, but we wanted to make him earn it.

"We spoke to dozens of candidates. It clarified what we were looking for. It also showed Rob how much he wanted to do this. Rob rose to the top. His passion was unmatched.''

As Board of Trustees vice-chairman Mike Griffin said, "We literally searched the world. Sometimes the answer is right in front of you. Rob was the first person and the last person we spoke with. There's something to be said for putting our arms around our alumni. When your (USF) diploma is hanging on that wall, it means something.''

Weatherford and Griffin said they knew it would take a special person to lead the new era of USF athletics.

"The world of college athletics has changed,'' Weatherford said. "Some are complaining about missing the good old days. Others are nimble and willing to change. We are accepting the reality. We're running professional sports franchises now at USF. You can either embrace it or complain about it.

"Some people think titles don't matter. But that title (CEO of athletics) is very purposeful. Like Coach Amir (Abdur-Rahim) said, 'This ain't the same old South Florida.' Where we're going is very different than where we've been. Athletics are completely different than they were 10 years ago. It's going to take strategic thinking, a business mindset, a high level of creativity. Rob fits to a tee what we said we were looking for.''

In recent years, USF has adopted an administrative slogan:

"Be bold.''

Higgins embodies that mindset.

"Hopefully this doesn't offend anyone, but we are not (just) America's next great university, we are not (just) rising and we damn sure don't (just) have potential … we are AAU, we are in the largest media market in the state and we have arrived,'' Higgins said to thunderous applause.''

Higgins said he had a detailed plan that he presented for 10 hours — "10 hours, not 10 minutes,'' he said — to Weatherford, Griffin and Law.

"Win the building, then win campus, then win the community, then win the country,'' Higgins said. "In that order. You can't expect to win the hearts and minds of campus until we know we have won over our very own people (in athletics) who are 100-percent bought in and obsessed with what we get a chance to do every day.

"I know our coaches are obsessed and our administration is going to be equally obsessed. We are not taking shortcuts. We've failed in the past when we've skipped one of those four steps and gotten ahead of ourselves.

"When others are getting out of college athletics, that's when we want in, when others are selling. When everyone else laments the good old days of college athletics, we truly believe this is the golden era of college athletics, where the student-athletes are finally getting what they deserve. We will lead from the front every step of the way, plain and simple. There's no better time to be in college athletics. And there's no better place to be than USF.''

Higgins said USF will be the "absolute best member of the American to help make the league better,'' but he clearly indicated that USF has higher ambitions.

"That (conference affiliation) is the single biggest metric for which we will be judged,'' Higgins said. "The American has been a great partner for us and that starts with the commissioner, Tim Pernetti. He's a disruptor. He's gritty, unapologetic and innovative. However, Tim is not naive. Do we have aspirations? Yes. And Tim knows that.

"As you look at realignment and take a hard look in the mirror, we probably check two to three of the four boxes needed. We have the academics and the television market. Our resources are improving. Now our performance is starting to trend in the right direction. We have a very small window here before the realignment discussions are likely to begin. It requires all gas and no brakes from everyone in this room and outside this room.''

Higgins said USF's upward mobility will be based upon performance, not potential.

"We're not going anywhere (else) to be in the basement,'' Higgins said. "USF plans for and deserves the penthouse. We're going to work 24/7/365 to make it happen. Our goal isn't just to get there. It's to get there and win there. We're about to send a message to campus, to the community and the country that stands the test of time.''

Higgins announced that his family will make a $25,000 annual contribution to USF Athletics.

"I've always dreamed of this moment of being able to give back financially to the place that I love,'' Higgins said. "There's no better time to do that than right now.''

 

Great Expectations

From Annapolis, Maryland — site of the U.S. Naval Academy — Kelly said the appointment of Higgins has given him "extreme comfort.''

"Rob is absolutely the perfect choice to move things forward and be the steward of a great new era of USF Athletics,'' Kelly said. "It gives me extreme comfort about the future. Rob knows not only the history of Tampa Bay athletics, but the history of USF Athletics. He understands what came before him and he knows what's necessary to reach the highest goals.

 "He has literally lived it since his days as a young schoolboy. This is like a dream to him as an alum, having been part of that history and those humble beginnings. With his relationships, work ethic, imagination and ability to execute a plan, I can't wait to see what's next.''

Throughout the community, there are similar great expectations for the Rob Higgins/USF Athletics partnership.

"USF's trajectory is phenomenal right now,'' Hagan said. "With the addition of Rob Higgins, they've made a strong team even stronger. Academically, USF is now an AAU school, which is enormous. I know with Rob's leadership, they're going to elevate to the next level athletically here very soon.''

"I wouldn't be surprised to see USF land in the best possible power conference and compete for national championships,'' said Lanness Robinson, the director of athletics for the Hillsborough County School District. "I don't say that lightly. USF already has enjoyed success in the larger sports. I truly believe USF will reach the pinnacle even more. Rob just has that 'it' factor.''

"Whatever the next level is, let's get there more sooner than later,'' said Brooks, the former Bucs' linebacker who has worked directly with USF Athletics as an executive with the Vinik Sports Group. "Michael Kelly (former AD) is a great man and he led us through an amazing time. He has set a great stage for Rob and this community will get behind Rob 100 percent.''

Jason Aughey, the TBSC's senior vice president of sports tourism, has worked by Higgins' side since joining the organization in 2005. Aughey said he can't wait to see how Higgins will grow the culture of USF Athletics.

"I'd tell everyone in the (USF Athletics) department to get ready because you have someone whose attitude and authenticity is very infectious,'' Aughey said. "Rob will create a culture that will have the USF staff running through a brick wall for him. That's my off-the-cuff reaction, but it's the absolute truth. USF has acquired a gem.''

Higgins' relationship with USF began innocently enough as an 8-year-old when he attended his first Bulls' basketball game with his father, Jack. The next day, at Sunday Mass with his family, Higgins noticed Tonelli, a USF assistant coach, in the next pew. Instead of offering the customary "Peace be with you,'' Higgins said, "Good game last night, coach.''

After Mass, Tonelli asked Higgins if he wanted to work as a USF basketball ball-kid. Higgins later ascended to team manager (and traveled to road games as a teenager), then a full-time job overseeing facilities and managing USF athletic events (before receiving his mass communications degree).

"This is the resumption of a long run, a wonderful run, with Rob and USF Athletics,'' said Jack Higgins, who basked in Monday's proceedings as a proud father and USF alumnus. "I never imagined it would all work out this way. I do know that Rob has an unbelievable passion for USF. He has gone from one dream job to another dream job. Rob never ceases to amaze me. I know it's not that easy and nobody works harder than him, but Rob's timing always seems just perfect.''

That was never truer than in 2000, when Higgins already was active with his leadership position in USF Athletics.

"I played basketball at the University of Kansas, then I came to Tampa as an intern with ESPN Regional,'' said Higgins' wife, Casey. "I was part of this meeting and there was this young guy, Rob Higgins, running the meeting. I immediately saw his passion and love for USF athletics. It seemed just immeasurable. He was just so on top of things. I was intrigued.

"He was about my age. But I was just an intern and he was an assistant athletic director that seemed so respected, so I was thinking, 'Wow, look at this guy. What's wrong with me? I'm not measuring up.' The more I heard him talk and saw how he carried himself, I was just like, 'Who is this guy?' ''

She soon found out.

They began dating and, rather quickly, became engaged.

Monday, when Higgins returned to his alma mater as CEO of athletics, he and Casey celebrated their 24th wedding anniversary.

When Higgins acknowledged their anniversary, he called upon USF's Rocky mascot to deliver 24 red roses to Casey.

As usual, Higgins didn't miss a beat.

"Some things are just destiny,'' Casey Higgins said. "I think it was Rob's destiny to return to USF. I think it has been Rob's dream all along and I think his parents dreamed it as well. Now it's a dream come true for me and our children (Laney and Landon) as well.

"I know what's coming next. Rob will be obsessed with making USF Athletics into the very best it can be. He will leave no stone unturned. It's going to be the ride of a lifetime. No one will outwork Rob, that's for sure. We're just all really proud of him. And we're all so proud to become Bulls.''

As Higgins himself said, "This isn't a fairytale ending for our family. This is a fairytale beginning.

"I was born to be a Bull.''

–#GoBulls–