During the STMA annual conference, the association presented its new brand, Sports Field Management Association (SFMA), during an elaborate reveal ceremony on Tuesday, January 18 at the conclusion of the Opening General Session.
The stage was cloaked in black while a clock counted down the final minute. Then a video profiled the association’s 41-year history, highlighting key people and events. On its heels, a drumline from Savannah State University entertained the audience and built momentum to the introduction of President Nick McKenna, CSFM, who began the presentation. The only living founder, George Toma, was also on stage to help unveil the new brand, which was introduced by a dynamic video using animation and cryo bursts to illustrate the evolution of STMA to SFMA.
The association board of directors conducted strategic planning in early summer, and the results of that culminated in a far-reaching 10-year plan. The new plan goals make it clear that the association needs a new brand. Increasing changes in the industry, such as rapidly advancing technology, a reduced workforce, high cost of a college degree, more stringent environmental regulations, inadequate budgets, and more are having a direct impact on the profession.
For a stronger and more secure future for its membership, the rebrand to SFMA broadens its scope to all who have job responsibilities on a field or within the industry. The name is more inclusive and will lay the groundwork for growth of the profession – not just membership growth for the association – but in individual member’s professional development. SFMA sets the pathway for growing the profession’s influence in sports, the regulatory community, and for improving the recognition by the public of the important work sports field managers perform. The new brand also aligns with the association’s magazine name and its certification program’s name.