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AFM Magazine


Building a Program From the Ground Up - South Alabama Head Coach Joey Jones

by: AFM Editorial Staff
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South Alabama Head Coach Joey Jones

University of South Alabama Coach Joey Jones is no stranger to rekindling programs or starting them from scratch. The former Alabama WR was the head coach for a decade at Mountain Brook High School (AL) where he went 101-27. He inherited a program that had nine consecutive losing seasons and took them to the state championship game in his first year as coach. In the 10-year period in which Jones was head coach (1996-2005), Mountain Brook won four region titles, played in two state semifinal games and had three quarterfinal appearances.

Jones was then selected to begin a football program at Birmingham Southern University for the inaugural 2007 season. Jones was the first coach of the Panthers since 1939, when the football program was disbanded. There for only one season, Birmingham Southern finished 3-7 as a Division III program.

That same year, the University of South Alabama announced that they would begin a football program to start in the fall of 2009. The search committee wanted three things from the first head coach: someone with college coaching experience, someone with ties to the state of Alabama and, more specifically, Mobile, and someone with youthful energy to start a program from scratch.

After a month long search, Jones was chosen as the first head coach in the university’s history on February 15, 2008. His resume included an outstanding prep career at nearly Murphy High School, a All-Conference wide receiver under Bear Bryant at Alabama, 13 years of head coaching experience on the high school level, and one season as the head man at Birmingham Southern.

On September 5, 2009 South Alabama defeated Hargrave Military Academy, 30-13, in the program’s first ever game. USA finished 7-0 that first season, beating primarily small private institutions and Division II colleges. The following year, South Alabama played a 10-game schedule, going 10-0, against FCS colleges, Division II schools, and teams from the NAIA.

2011 marked the beginning of South Alabama’s two-year transition phase to full FBS status. Playing as an FCS independent, the Jaguars finished 6-4. The following season USA began to face Sun Belt teams with a full conference schedule but were not eligible for either the conference title or a post season bowl game. Their first win against an FBS opponent came that fall, a double-overtime win over Florida Atlantic University.

The Jaguars became bowl eligible in 2013, finishing 6-6 but were not selected to play in a post-season game. They became the youngest team to go from program inception to bowl qualification. Last fall, the Jaguars again finished 6-6 and were selected to play in their first bowl game – the inaugural Camellia Bowl – last December.

That year USA became the fifth BCS team in the state along with Alabama, Auburn, Alabama-Birmingham and Troy. Last fall UAB dropped football and South Alabama became the beneficiary – 8 scholarship players transferred to USA and can play immediately.

USA now has a full 85 players on scholarship but is still identifying, recruiting and developing talent. Coach Jones discussed his years as the South Alabama head coach with AFM, from the program’s inception to last fall’s Camellia Bowl against Bowling Green.
When you were appointed head coach of the South Alabama program, what were your immediate priorities? Did you put a timeline together?

The number one priority was putting together a quality staff. I wanted coaches that shared the same passion I have. We didn’t even have offices at first but I was on the phone with coaches, it seemed, all the time. The second priority was recruiting – trying to get the best athletes available to commit to USA when we began our first year in 2009. It was also critical for us to find the right recruiting coordinator which we did in Brian Turner, who has great ties to both Mobile and the state of Alabama. Turner previously coached at Dothan High School, North Alabama and Troy.

Probably the most difficult part of the job that initial year was that everything came together at the same time. While I was looking to build a staff and recruit, so many other things were critical as well – ordering equipment, fundraising, speaking engagements, working with our boosters and taking care of everything from business cards to shoulder pads. Trying to put a week-by-week schedule together that first year was difficult as well. Many schools, even at the levels we played, had a complete complement of games.

One of the things we did that first summer was to set up a series of camps to get to know the Mobile-area athletes. It was a great experience for our coaches because they were able to get to know potential players for the program. The beginning of relationships with players and the element of trust between coaches and players was first established.

Our overall goal since day one was to be competitive at the FBS level in our first year of competition as an FBS school. We transitioned to being an active member of the Sun Belt Conference in 2013 and I wanted us to compete at that level.

A second goal was to convince the administration that things should be accomplished piecemeal; that is, selling them on a year-by-year plan so that we would be ready by 2013. This included facilities, a weight room, equipment, and the day-to-day resources to be successful. Part of that was building a $10 million football fieldhouse which includes our weightlifting program and administrative offices. What really helped us also was the city of Mobile letting us play our home games at Ladd Stadium rent free.

What were the characteristics you wanted from your initial coaching staff?

Ties to Alabama and, ideally, having a combination of high school and college coaching experience. I also wanted them to share my philosophy of really building a relationship with our athletes so that a mutual trust is formed. You want to have a special relationship with each kid even though each one is different.

What was the status of your facilities and weightlifting program when you first arrived?

Our facilities at first were limited and there was no real weight room available. The basketball team had a small room with weights but that was about it. We were finally able to put together a functional weight room on the second floor of the basketball arena. It was a mistake, though. Every time a weight was dropped, people on the first floor heard it and the dust floated down from the ceiling. I also knew the coach I wanted to lead our strength and conditioning program – Justin Schwind – who was with me at Birmingham Southern.

What was the recruiting process like – in that first year – in starting to build the program? What was your pitch to potential recruits?

Part of our pitch was that, as a South Alabama recruit, you will be part of the inaugural season and will have that memory forever. Having the potential of immediate playing time was a great selling point. There were no sophomores, juniors and seniors – the freshmen were it.

Obviously, Alabama and Auburn are steeped in tradition and many recruits had those schools as their first or second choice. Our strategy was to say that. “You now have an alternative with a new FBS college in the state of Alabama. That can be a great choice for you.”

What intangibles do you look for in the athletes you are recruiting for USA?

I think how the athlete presents himself is important. We look at his film, see if he has a nose for the ball if a defensive player. Is he always around the ball or not? Does he take plays off? Does he swarm to the ball?

In evaluating your skill players, you want to really examine their level of confidence. This is especially true for quarterback play. He has to be respected and a leader. You have to know he’ll be ready for the third series if, on the first two, he throws interceptions. Confidence is critical.

We also want to make sure the athletes we recruit are comfortable with our system. We run on offense an up-tempo spread and a 3-4 on defense with multiple looks and formations. Often the skill set is perfect for a recruit and sometimes there just isn’t a fit.

In what way was the start-up similar and in what ways different than the inception of the program at Birmingham Southern?

The start-ups were somewhat similar but it was so much larger at USA. There was obviously more responsibilities, more attention to detail was needed and you’re dealing with so many more people on different levels. Just the difference in facilities was enormous. The media attention and the involvement with boosters was a marketably difference.

I remember in my first year at USA, I was on the phone with coaches, recruits, or their parents until at least 10:30 every night. The city of Mobile was excited about a football team and my office was literally a revolving door. 

How difficult was it in transitioning from playing an FCS to becoming a full FBS member of the Sun Belt Conference?

There’s a reason the FBS is what it is – clearly the best players are in the FBS who are bigger, faster, and stronger than the other divisions. They also have the best coaches, as well. The most critical part of the transition was having the depth needed to complete a 12-game schedule. We’re improving our depth and getting there. It’s taken us a few years.

 How do you sustain building the program in the years ahead?

Our two goals this year were to win a conference championship and go to a bowl game. We went to a bowl game but didn’t win the conference championship. That’s our next step – we have a lot of work to do.

Tell us about the Camellia Bowl and how you got a broken nose?

We lost a heartbreaker, 33-28. Late in the game our tight end Ryan Onkka fell going out of bounds and flipped over. Trying to stop his flip, his cleats hit me right in the nose. I got a bloody nose but got through it. I thought I had more respect from my seniors.






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