COACHES & STAFF
KEN NORRIS
VIDEO COORDINATOR-22ND YEAR
Ken Norris is in his 22nd year as UCLA’s Director of Video Operations. Norris and his staff are responsible for recording the practices and games of the UCLA football team. They work with the coaching staff and provide them with specialized footage or “cut-ups” of the team and opponents for coaching, scouting, and game-planning purposes. Ken “The Godfather” Norris is considered one of the most innovative and respected minds in his profession and has been named National Video Coordinator of the Year by his peers in the Collegiate Sports Video Association. One of Norris’ latest projects has been the development and implementation of the I2 Internet Exchange Program in the Pacific-10 Conference. This venture now allows the Conference’s 10 football programs to exchange coaching videos through the internet, bypassing the use of videotape. This rapid exchange of video means teams can now acquire the opposition’s films more quickly, providing coaches with valuable additional time to scout and prepare for upcoming games. Norris is currently assisting other sports and other athletic conferences in implementing the I2 Program in their respective sports. Norris and his staff are also responsible for filming instructional and highlight footage for almost every UCLA Athletic program. They create many of the teams’ year-end highlight films. He is assisted by full-time staff members Eric Kowal and Tony Gentile and students Ethan Tussey, Phil Izdebzki, Eddie Kim, David Godoy, Forrest Lockwood and Robert Ledo. Norris began his career working for the NFL’s Los Angeles Rams at age 13 splicing and editing 16mm film. He came to UCLA in 1989 after the retirement of legendary Bruin cinematographer Stan Troutman. He and his wife, Joan, have two children, Travis (age 19) and Chelsea (17).
SCOTT MITCHELL
ASSISTANT ATHLETIC DIRECTOR-MARKETING & NEW REVENUES 27TH YEAR-UTAH ’81
Scott Mitchell oversees the UCLA Marketing Department which consists of approximately 25 staff members (five full-time employees, 12 undergraduate student interns and a telemarketing staff of 10 to 15). Mitchell’s areas of responsibility include UCLA ticket sales, alternative revenue generation, brand marketing, advertising and promotion for 24 Bruin sports teams. He is responsible for website overview, digital strategy, liaison with the UCLA licensing and apparel divisions, spirit support and the band. He has oversight of UCLA’s community relations programs:“I’m Going To College”,“Athletics For Youth”,“Adopt A Classroom” and “Read to Succeed”. Mitchell works closely with the UCLA Central Ticket Office, the ISP sales team in increasing corporate support for UCLA’s athletic program and with the Sport Information Department in furthering UCLA’s brand presence throughout Southern California and the nation. Football attendance, ticket sales and corresponding revenue have increased dramatically during Mitchell’s tenure as Director of Marketing. 2009 marked a year of record football revenue. The 2008 season marked the first time in UCLA history that over a half-million fans watched the Bruins play at the Rose Bowl. The three best years in UCLA history for average annual attendance have occurred under Mitchell’s leadership. UCLA reached 60,000 in average attendance six times in their first 58 years of existence. The Bruins have surpassed that figure in nine of the past 10 years.
New programs that Mitchell initiated for 2010 UCLA Football include the introduction of the new Student Den Season Pass that replaces the Den Season Ticket, the creation of a Spouse/Partner discounted season pass, the creation and implementation of a firstever reserved parking option for non-donor football season ticket holders at Parson’s, and the inception of a True Bruins Wear Blue promotion encouraging fans, students and faculty/staff members to wear blue on the Friday prior to each home game. Mitchell is the founder of the“I’m GoingTo College” program,the nation’s largest collegiate community outreach program, which now impacts 50,000 youngsters annually. He created the “SuperShot”, the student promotion that runs at halftime of every UCLA men’s and women’s basketball game, and was responsible for forming UCLA’s student/fan support group “The Den”. He created UCLA’s successful Select-A-Seat program, held annually at the Rose Bowl and Pauley Pavilion. Mitchell is responsible for the tagline “Champions Made Here”, which UCLA has built into a multi-year branding campaign. Mitchell is on the NCAA Football Promotions and Brand Marketing Committee and is the former Chair of that group. He has been a member of the five-person Pac-10 Properties Board of Directors since its inception. He is the Chair of the Football Game Day Programming Committee. Mitchell has served in a number of leadership and administrative roles on behalf of UCLA and the Pac-10 Conference over the past 25 years. Mitchell, a 1981 graduate of the University of Utah and a former student athlete in the sport of baseball, is the father of three children: Windy, Courtney and Kelsey. He resides in Capistrano Beach.
DALE RUDD
DIRECTOR OF SPORTS MEDICINE-15TH YEAR CAL STATE NORTHRIDGE ’75
Dale Rudd, who has more than 30 years of experience in intercollegiate athletics, is in his 15th year as UCLA’s Director of Sports Medicine. He oversees the operation of UCLA’s coed training room. Rudd leads a center that offers Bruin athletes a comprehensive program entailing injury prevention; recognition, evaluation and management of injuries; rehabilitation and reconditioning following injury or surgery; and education and counseling. In addition, the staff and facilities of the UCLA Medical Center, one of the world’s best medical teaching facilities, are heavily utilized in the treatment of the student-athletes. In Spring of 2003, the athletic training staff moved into a new state-of-the-art facility as part of the Acosta Center project. Rudd returned to UCLA in May of 2003 from the University of California, where he served as head athletic trainer for one year. Prior to that, he was an athletic trainer and rehabilitation specialist with El Dorado Physical Therapy in El Dorado Hills, CA for a year. He also served as head athletic trainer at Stanford from 1997-2001, head athletic trainer at UCLA from 1990-97 and head athletic trainer at Pepperdine from 1988-90. In addition, Rudd has had management positions on athletic training staffs at Purdue (’85-’88), Cal State Northridge (’82-’85), UNLV (’78-’82) and U.S. International University (’77-’78). He served on the NATA Appropriate Medical Coverage Task Force, and is past chair of the Pac-10 Athletic Trainer Committee (’94-’96) and past co-chair of the Pac-10 Student-Athlete Health Care Conference (’99). The Athletic Training and Rehabilitation Center is a coed facility staffed by Certified Athletic Trainers, including Steve Agee, Lorita Granger,Tandice Hawkey, Kristin Lage,April McKinney, Laef Morris, James Smuda, Tony Spino, Tina Tubbs, Director of Rehabilitation Jeremy Vail and head football trainer Anthony Venute. They are assisted by 30 student athletic trainers. PERSONAL — Education: Bachelor’s (Magna Cum Laude) from Cal State Northridge, 1976; Master’s of Science in Exercise and Sport Science from Arizona, 1977; At UCLA: Seventh year (named head trainer in May of 2003; previously UCLA's head trainer for seven years - June 1990-Spring 1997); Born: February 4, 1953 in Tucson,AZ; Family:Wife,
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