Willina McBride
The Orlando Magic
November 20, 2011
The Orlando Magic is my favorite Professional Basketball Team. Because I lived in Orlando for a few years, I got to experience them hands-on by attending most of their games, events, and became friends with a few of their players. During the time I lived in Orlando, the most popular players were Penny Hardaway, Nick Anderson, Bo Jackson, and Shaq had just left to go to the Lakers. Because I only stayed in Orlando for two years, I lost contact with the team and their new accomplishments, until recent years of “Dwight Howard.” Dwight is my favorite player now, and in my quest to reconnect with the Magic, I feel that its is my duty as a Sport Management major and a fan, to conduct research of their Background/ History, Business Model, Current Major Positions/Employment Opportunities, Community Involvements, Current Events and News, and any other information that will give me a better understanding of how they operate, so I will have completed knowledge of the business, and not just the sport.
Background/ History
According to ACE Sports Betting, the Orlando Magic joined the NBA in the 1989-90 season. They rapidly moved up to competitor’s status quickly, and after drafting Shaquille O’Neal in 1992, which allowed them to move in the spotlight as one of the best teams in NBA around. According to ACE, Jim Hewitt a local banker/developer in Orlando had a vision of forming a popular NBA team in Orlando, four years later before it actually happened. Hewitt joined partnership with the GM of the Philadelphia 76ers, Pat Williams to proceed with his great endeavor. With both parties in sync Hewitt started to market the idea with the locals, and started selling the Orlando Magic’s tee shirt, caps, and persuaded everyone to make the initial down payment of $100 to reserve their season package for the first season. This effort was to show the National Basketball Association that they had central Florida’s permission to move forward with the making of the Orlando Magic Basketball Team. Hewitt than teamed up with four other investors and invested $100k each to the cause, and to be considered for one of the expansion teams, with the NBA. On April 22, 1987 the NBA Board of Governors voted to allow four new teams to be added to the franchise, and in the 1988-89 season they voted in Charlotte and Miami, and in the 1989-90 season they voted in Orlando, and Minnesota. All teams had to pay 32.5 million as the fee for admission, and Magic did. Moving forward to form the Orlando Magic team, Hewitt and William selected Matt Guokas as the team’s first coach; he had played in the NBA back in 1966 until 1976. He retired and became a broadcaster for the 76ers, and than went on to be their assistant coach to Billy Cunningham, and after Cunningham retired, Guokas became head coach for the team. In 1989 Magic’s first line-up team, in the NBA Expansion Draft pick was Reggie Theus, Scott Skiles, Terry Catedge, Sam Vincent, Otis Smith, Jerry Reynolds, and a 11th overall pick out of the University of Illinois, a forward-guard Nick Anderson. The first season started November 4, 1989, which was a sell-out event against the New Jersey Nets. That first month of playing in the league, Magic’s record was 7-7. As the new kids on the block, Magic was known as the “leagues most prolific offensive teams in the 1989-90 season, and continue to sell-out every home game throughout the entire season. Magic continue to get better by adding new and more experienced players like Dennis Scott from Georgia Tech, in the next season to help move up the ranks of NBA balling. There third season, 92-93 Magic drafted Shaquille O’Neal, which everyone considered the most important day in franchise history. The next season, they added a No. 1 draft pick to the roster Penney Hardaway, now Magic was equipped, the went on to win all 50 games that year, and continued on to the playoffs. Because Shaq and Penney was the main attraction in NBA, they received great exposure by getting endorsements, commercial, movie deals, etc. Both became a household name. But because of Shaq’s size 7-1, 301 lbs. and his aggressive playing nature he went on to having a very positive career with Magic. Of the four expansion teams that came into the league, Magic has been the most successful in terms of winning percentage. The entire Magic franchise joined forces to take the Orlando Magic to an elite status in professional basketball, leading up to today’s most current baller Dwight Howard. Over Magic’s 20year career high they have changed coaches, staff, and players but they have always stayed unified, and continued their record as a positive, elite professional team in NBA.
Business Model
The Orlando Magic operates as a private entity under category “Basketball Clubs.” Orlando Magic, LTD is based out of Orlando, Florida and according to Manta, “We do Small Business” states that their current annual revenue amount is approximately $5,500,000 per year. They offer promotional services to Recreational Summer Basketball, NBA Professional Basketball, Women Pro Basketball. Magic LTD employ about 125 employees and the President/ CEO is Bob Vander Weide, CFO is Jim Fritz, Owner/ Chairman is Richard M. Devos Sr. The Company is located at 8701 Maitland Summit Blvd., Orlando, Fl. 32810-5915; #407-916-2400 and their website: www.orlandomagic.com. Below is a list of how their executive board is structured; there are 30 executive board positions in the organization.
| Title | Name & Bio | Contact |
| Owner and Chairman | Age 85 | |
| President and CEO | Age 52 | |
| CFO | Name On File | |
| General Manager | Name On File | |
| Head Coach | Name On File | |
| SVP Corporate Relationships | Name On File | |
| SVP | Name On File | |
| VP Marketing and Ticket Sales | Name On File | |
| VP Information Technology | Name On File | |
| VP Corporate Partnerships | Name On File | |
| VP Human Resources and Administrative Services | Name On File | |
| VP Communications | Name On File | |
| VP Community Relations and Government Affairs | Name On File | |
| VP Business Strategy | Name On File | |
| VP Season Ticket Services and Operations | Name On File | |
| Manager; Manager Of Partnership Development | Name On File | |
| Director Broadcasting | Name On File | |
| Assistant General Manager | Name On File | |
| Athletic Trainer | Name On File | |
| Director Premium Sales | Name On File | |
| Director Community Relations and Government Affairs | Name On File | |
| Director Season Ticket Services and Operations | Name On File | |
| Strength and Conditioning Coach | Name On File | |
| Director Magic Carpet Aviation | Name On File | |
| Director Communications | Name On File | |
| Director Partnership Activation and Services | Name On File | |
| Controller | Name On File | |
| Director Marketing | Name On File | |
| Coordinator Travel | Name On File | |
Current Major Positions/Employment Opportunities
According to NBA.com the Orlando Magic only have two types of position currently open. Due to the NBA Lockout, there is most likely little movement going on in the organization at this present time, below are the areas in which Magic provide employment. Magic currently has approximately 125 employees working for the organization.
| CURRENT JOB OPENINGS -- The "Open" flag indicates that current job opportunities are available within the following categories or Click Here to see a list of ALL JOBS: | |
| | *Job/Career Fairs |
| | Administration |
| | Arena Operations |
| | Basketball Operations |
| | Broadcasting |
| | Communications |
| | Community Relations |
| | Corporate Partnerships |
| | Finance |
| | Human Resources |
| | Information Technology |
| | Interactive Marketing |
| | Marketing |
| | Multicultural Insights & Cause Marketing |
| | Premium Sales & Client Services |
| | Retail |
| | Ticket Sales |
 | |
 | |
When click on the “Apply for Future Notification Only” it states that this is for part-time positions only with the Orlando, Magic, in Orlando, Fl. These part-time positions will be located in the Amway Center and to be considered, you must create a profile, and every time a new position becomes available, you will be notified via email. To apply for the position you must sign in, and apply to the open position that is listed. When clicked on the “Internships” this notification area is to apply for any type of Internship positions that become available with the Orlando Magic organization. By creating a profile, you will be notified and can search, and can apply to various positions. Once logged into the sight, your profile you have the ability to edit, delete any information that you wish. The system is very user friendly.
Community Involvements
NBA.com- Orlando Magic states that they contribute community services in areas of community, philanthropy, and diversity. “They are committed to helping children reach their full potential by investing their resources in areas of education, the arts, health, and wellness. Their mission is, “We are dedicated to creating an inclusive environment in which our community partners, and employees feel welcome, valued, and appreciated.” Magic has given over $2 million to their local community by sponsoring events, ticket donations, giving merchandise that have been autographed by “Team Magic” most popular players, scholarships, and grants. They reach out to over 75,000 children yearly, and that’s not counting the 5,000 plus hours of community service that is provided by the players, coaching staff, where they make personal appearances to community events. Another community outreach program that Magic sponsors is “NBA CARES” which is their global community program, that takes the initiative to address and fix several of the important social issues surrounding youth and their families in areas of education, health and wellness, and developing homes and facilities for them to live, play, and communicate in. Their mission is to “Partners and initiatives that strive to positively impact children and family worldwide.” NBA CARES was launched in October 2005, and since have raised over $110 million for charity, given one-million hours of hands-on community service, and built over 425 places where children and their families can live, play, and communicate around the world. Their website: www.nba.com/cares. The Orlando Magic Youth Foundation (OMYF) is dedicated to helping every child in Central Florida realize their full potential, especially those most at-risk, by supporting programs and partnerships that empower families and change lives. Below is one of Magic’s greats Nick Anderson, giving community service time to OMYF.
Community Ambassadors, Nick Anderson and Bo Outlaw, strive to make a positive impact on our community and its youth by speaking to local youth groups and participating in basketball clinics and camps. For information on the Community Ambassador Program and scheduling an appearance, please email CommunityAmbassadors@OrlandoMagic.com.
The Orlando Magic proudly offers a variety of programs (including camps, clinics, leagues and training), which are designed to improve the skill level of any youth basketball player. All programs feature expert instruction, awesome giveaways and tons of NBA fun!
The Magic recognizes the richness and diversity each culture brings to the Central Florida community.
2010’s Orlando Magic Community Relations Highlights....
• Presenting nearly $700,000 in grants to 23 organizations from Orange, Seminole
and Osceola counties via the Orlando Magic Youth Fund, a fund of the
McCormick Foundation.
• giving more than $316,000 in total for local charity event sponsorships.
• Refurbishing a game room and computer lab at the Englewood Neighborhood
Center with brand new game tables, electronics, furniture, software, and books.
• Building a KaBOOM! playground at the Oak St. Park Community Center where
more than 350 kids now have a place to play daily.
• Hosting and honoring military men, women families during two special “Seats for
Soldiers” Night, presented by Harris Corporation.
• Distributing more than 30,000 tickets to local youth and families whom might not
otherwise see an NBA game.
• Awarding $30,000 in scholarships to Central Florida high school students.
• Awarding over 75 scholarships to Magic Basketball Camps to deserving kids.
• Holding a special holiday party on the Magic practice court for underserved kids
and their families in which children were given special gifts on their wish list and
surprised with brand new bicycles.
• Hosting more than 600 people for a Thanksgiving Day meal at the Coalition for
the Homeless.
• Having player’s autograph more than 4,000 items, which were donated to local
organizations to be used in fund raisers.
• Renovating a Reading and Learning Center presented by Kia Motors and
partnership with Hunt Construction and Bright House Networks at the Nap Ford
Community School. The school was upgraded with state of the art computers,
furniture, software, and reading resource area.
The Orlando Magic provides community services, funding, mentoring, and etc. to families in Central Florida and around the world that promote the Community, Philanthropy, Diversity. To view all of the many services those Magic supports go to: http://www.nba.com/magic/photos/community.pdf.
Current Events and News
Alex Martins, Community service, Linda Landsman Gonzalez, NBA lockout, Otis Smith, Stan Van Gundy — posted by Josh Robbins on November, 16 2011 6:02 PM
According to the Orlando Sentinel, some of the Orlando Magic full-time staff members visited 65 Orange County Schools on November 16, 2011 to promote the county’s “Teach-in” day. Some of Magic’s executives that participated were President Alex Martin, Vice President of Community Relations/ Government Affairs Linda Landman Gonzalez, Coach Stan Van Gundy, President of Basketball Operations Otis Smith and the whole coaching staff visited Jones High School.
Orlando Magic — posted by brian schmitz on November, 18 2011 12:04 PM
Because of the NBA Lock-out, Orlando Magic players stand to loss millions of dollars if the 2011-12 season does not start soon. According to the Sentinel, “The Magic, their $75-million payroll second only to the Lakers’ $91 million, will feel the pinch or the punch if the season is entirely lost.”
Magic salaries for 2011-12: (according to Hoopshype website):
Gilbert Arenas — $19.2 million. You might feel he owes the Magic a rebate anyway.
Dwight Howard — $17.8 million. He’ll make up some doing commercials…maybe in L.A.
Hedo Turkoglu — $10.6 million. That’s a lot of lira in Turkey.
Jameer Nelson — $7.3 million. Jameer’s reckless on the court, not with finances.
J.J. Redick — $6.5 million. Invested a good portion of his big deal earlier.
Brandon Bass — $4 million. Never dreamed he’d be a millionaire.
Chris Duhon — $3.4 million. Nice living interrupted as a back-up PG.
Quentin Richardson — $2.4 million. Might have to watch what he spends at tattoo parlor.
Ryan Anderson — $2.2 million. Still on rookie deal, he’ll be affected by new CBA.
Daniel Orton — $ 1.1 million. Couldn’t make this much at Kentucky … Could he?
Orlando Magic president tells fans: 'We continue to share your frustration'
November 17, 2011|By Josh Robbins, Orlando Sentinel
On November 17th Josh Robbin’s of the Orlando Sentinel states below that the President of the Orlando Magic reached out to the Magic fans on any unanswered questions, or concerns and to inform them on any updates concerning the Lockout. It states:
Here is the letter for your perusal:
Our fans are our most important assets as without you the game would not be the same. We continue to share your frustration and we understand the impact this has had on you, and all of our fans, our employees and those who work in the Amway Center. We recognize that without you there would be no NBA, and we do not take your support for granted.
We remain committed to keeping you informed as developments unfold with the current work stoppage. Your patience, loyalty and support are truly appreciated during this time.
On Monday, union leaders rejected the NBA’s latest proposal. We believe the proposal was fair and addressed many of the players’ concerns, and we regret that a new agreement has not been reached. In light of these developments, all regular season games through December 15, 2011 have been cancelled.
Everything the NBA is doing in this process is in the best interests of the game – to ensure better competition, league stability and the long-term growth of our game.
As always, we’ll continue to keep you informed throughout this process, and we’ll remain available to answer any questions you may have. Thank you again for your continued support.
With best regards,
Alex Martins
President
Orlando Magic
Because the lockout is taking emotional as well as organizational effects on how Magic communicates with fans, the community, and the media no current events are on their schedule of events or team related interactions. For future events and team schedule, here are links that Magic has provided.
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In closing I really miss the Orlando Magic, and hopefully the will return to sports soon. Because of their great team spirit, love for the fans and community they have developed an organization that sells out arena’s and continuously stock players that breaks records. There old fashion way of doing business, keep them high on the charts of professional organizations for example their Community Service, Philanthropy, Diversity and hundreds of organizations that they support spreads Magic throughout the world. Researching the Orlando Magic has help me to understand why they are my favorite Professional Basketball Team.
Our Board Statistics
ACE Sports Betting; “Internet’s Top Basketball Betting Website” Magic History.
Google Finance. “Orlando Magic, LTD. http://www.google.com/finance?=3120841
Manta; We Do Small Business. “Orlando Magicl, LTD.”
Orlando Sentinel. Magic Basketblog: Orlando Magic News and Commentary. “What Lost
Season Could Cos$ Magic Players.” November 18, 2011.
players.html
Orlando Sentinel. Magic Basketblog: “Orlando Magic Full-Time Staff Members Visit to
Orange County Schools.” http://blogs.orlandosentinel.com/sports_magic/2011/11/orlando-
magic-full-time-staff-members-visit-orlando-countys-schools.html.
Robbins, J. Orlando Sentinel. “Orlando Magic President Tells Fans: ‘We Continue to Share
Your Frustration”. November 17, 2011.
20111117_1_alex-martins-joshuabrobbins-orlando-magic.
Yahoo Images. “2010-11 Orlando Magic Schedule Released”
preview/
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