This document outlines Reginald Holly's mastery journey timeline at Full Sail University to earn a Master of Science in Sports Management. It details his goals and strategies in several areas including personal development, executive leadership, project management, business storytelling, finance, negotiation, sports management, legal issues, marketing, and developing a final business plan. References various learning resources from Lynda.com and books to achieve mastery in each area in preparation for a career in the sports industry. The overall goal is to internalize new skills and knowledge to strengthen his existing sports tournament business and graduate with an Entertainment Business master's degree.

1. MASTERY JOURNEY
TIMELINE
Reginald L. Holly
Full Sail University
Entertainment Business Master of Science
Sports Management
February 27, 2016

2. PERSONAL DEVELOPMENT AND LEADERSHIP
 Mastery Journey Goals
 Solidify the path to my life’s task in Sports Management.
 Internalize the concepts of the keys to mastery and creative
strategies that will lead to mastery in Sports Management.
 Be able to identify possible emotional pitfalls that will hamper
my dream of expanding my existing sports tournament
business.
 Strategies and Tactics
 Read Robert Greene’s book Mastery (2012).
 View http://www.lynda.com/Business-Skills-tutorials/Developing-Your-
Leadership-Philosophy/160362-2.html
 View http://www.lynda.com/Premiere-Pro-tutorials/Premiere-Pro-CC-
Essential-Training-2015/371692-2.html
http://www.thesocialcorps.com/uploads/5/0/3/6/5036310/7443603.png

3. EXECUTIVE LEADERSHIP
 Mastery Journey Goals
 Improve decision making abilities.
 Improve my skills in developing team oriented people
 Improve my skills in staff development.
 Strategies and Tactics
 Read John C. Maxwell’s book Developing the Leader Within You
 http://www.lynda.com/Business-Skills-tutorials/Executive-
Leadership-Fundamentals/167027-2.html
 View Peachey, J. W., Zhou, Y., Damon, Z. J., & Burton, L. J. (2015).
Forty Years of Leadership Research in Sport Management: A Review,
Synthesis, and Conceptual Framework. Journal Of Sport
Management, 29(5), 570-587. doi:10.1123/jsm.2014-0126
http://blog.aiirconsulting.com/cropped-ext-thumb1-jpg/

4. PROJECT AND TEAM MANAGEMENT
 Mastery Journey Goals
 Learn to successfully complete projects with the right
personnel matched to the right tasks.
 Learn to do more with less. Stay within budget.
 Learn the principles of project management and create a
plan.
 Strategies and Tactics
 View http://www.lynda.com/Business-Accounting-
tutorials/Budgeting-Small-Business/383051-2.html
 View http://www.lynda.com/Business-Skills-
tutorials/Empowering-people/167028/185699-4.html
 View http://www.lynda.com/Business-Skills-
tutorials/Motivating-team-members/126132/160116-4.html
 Read ESPN The Company: The Story and Lessons Behind the
Most Fanatical Brand in Sports. (2011). Journal of Sport
Management, 25(5), 508-509.
http://memes.asia/archives/453.html/team-motivation-jpg

5. BUSINESS STORYTELLING AND BRAND
DEVELOPMENT
 Mastery Journey Goals
 Develop a top-of-mind awareness for my specific business.
 Implement brand development strategies
 Use storytelling principles to strengthen the tournament company business.
 Strategies and Tactics
 View http://www.lynda.com/Business-Skills-tutorials/Business-Storytelling-
CC-Chapman/148760-2.html
 View http://www.lynda.com/Enterprise-Marketing-tutorials/Branding-
Fundamentals/171053-2.html
 Read Young Do, K., Magnusen, M., & Yukyoum, K. (2012). Revisiting Sport
Brand Personality: Scale Development and Validation. Journal Of
Multidisciplinary Research (1947-2900), 4(3), 65-80.
http://www.peterjthomson.com/lean-branding-process-031/

6. ENTERTAINMENT BUSINESS FINANCE
 Mastery Journey Goals
 Create Pro Forma Income Statement and project future financial plans.
 Identify entertainment industry opportunities and projects using financial
principles while learning to raise funds for an entertainment company and
projects
 Development of financial decision making skills, financial planning, capital
management, operations expense management, and personal finance
 Strategies and Tactics
 View http://www.lynda.com/Business-Accounting-tutorials/Using-Time-
Value-Money-Make-Financial-Decisions/188212-2.html
 View http://www.lynda.com/Business-Accounting-tutorials/Understanding-
capital-budgeting/368916/432913-4.html
 Read Reese, J. D. (2013). Sports Finance and Management: Real Estate,
Entertainment, and the Remaking of the Business (1st Ed.). Journal Of
Sport Management, 27(1), 84-85.
 My Bachelor of Business Finance and Financial Services experience is a
plus.
http://www.shutterstock.com/s/money+sports/search.html?page=1&inline=115057636

7. NEGOTIATION AND DEAL MAKING
 Mastery Journey Goals
 Draw up deal memos and contracts.
 Be able to negotiate and make deals that will grow the company
 Learn all the principles of negotiation and deal making that will enable
the company to builder a stronger product and brand.
 Strategies and Tactics
 View http://www.lynda.com/Business-Skills-tutorials/Strategic-
Negotiation/376381-2.html
 Read http://www.entrepreneur.com/article/203168
 Read Beenen, G., & Barbuto, J. E. (2014). Let's Make a Deal: A Dynamic
Exercise for Practicing Negotiation Skills. Journal Of Education For
Business, 89(3), 149-155. doi:10.1080/08832323.2013.794121
https://assets.entrepreneur.com/content/16x9/822/the-art-of-negotiating1.jpg

8. SPORTS MANAGEMENT AND
OPERATIONS
 Mastery Journey Goals
 Get familiar with sports management practices and operational scenarios
within the sports entertainment industry.
 Formulate a sports management plan for my business plan thesis project.
 Get familiar with sports business models, sports operations and logistics,
and sports organizational structures.
 Strategies and Tactics
 View http://www.lynda.com/Business-Skills-tutorials/Operations-
Management-Fundamentals/196589-2.html
 Read Fleming, J. Z. (2012). Entertainment, Arts and Sports Law. Florida Bar
Journal, 86(6), 18-19.
 Read http://www.sportsmanagementresources.com/library/operating-
principles-for-athletics-organizations
http://likwid-sports.com/app/webroot/js/ckfinder/userfiles/images/about2.jpg

9. LEGAL ISSUES IN SPORTS
 Mastery Journey Goals
 Get familiar with legal issues in today’s sports and know how the
evolving trends are affecting the way sports agreements are structured.
 Learn strategies for protecting and exploiting rights in the digital
domain.
 Be able to identify potential legal issues with my tournament company.
 Strategies and Tactics
 View https://www.youtube.com/watch?v=W8kXyUZVczM
 Read http://www.forbes.com/sites/marcedelman/2015/01/06/top-5-sports-law-
stories-for-2015/#6e1421c569b4
 Read Purcell, L. K. (2012). Evaluation and management of children and
adolescents with sports-related concussion. Paediatrics & Child Health (1205-
7088), 17(1), 31-32.
 View https://www.nfhs.org/articles/top-ten-sports-law-issues-impacting-
school-athletics-programs/
http://cdn.lawinsport.com/images/article_images/LISConf16_Banner_970X250.jpg
https://wepicksports.com/wp-content/uploads/2015/10/Fantasy-Sports-Legal-1.jpg

10. SPORTS MARKETING AND
SPONSORSHIP SALES
 Mastery Journey Goals
 Be able to resolve sports marketing and sponsorship issues.
 Be familiar with how sports organizations, media, and advertisers
each approaches marketing, sponsorship sales, and promotion in
sports.
 Be able to develop a sports marketing plan for my business thesis
project
 Strategies and Tactics
 Read http://www.sponsorship.com/about-ieg/sponsorship-blogs/lesa-
ukman/june-2012/11-basics-of-successful-sponsorship-sales.aspx
 Apply what we learn about sponsorship sales to the Festival City
Shootout tournament.
 View http://www.lynda.com/Analytics-tutorials/Online-Marketing-
Fundamentals/188429-2.html
 View Goldman, M. M. (2011). Post-Crisis Sports Marketing Business
Model Shifts. Managing Global Transitions: International Research
Journal, 9(2), 171-184.
http://hfimarketing.net/wp-content/uploads/sponsorship.jpg

11. DIGITAL MARKETING COURSE
 Mastery Journey Goals
 Establish a professional online presence.
 Develop a digital marketing plan.
 Coordinate digital marketing initiatives between online and
offline, mobile and desktop.
 Strategies and Tactics
 View http://www.lynda.com/Content-Marketing-
tutorials/Marketing-Tips/151545-2.html
 View http://www.lynda.com/Analytics-tutorials/digital-marketing-
landscape/188429/367616-4.html
 Read Voelker, T. E., & Krismann, C. (2012). Encyclopedia of
Sports Management and Marketing. Reference & User Services
Quarterly, 51(3), 293.
http://www.lynda.com/Mastering-tutorials/Digital-Release-Promotion-Strategies-Musicians/437173-2.html

12. BUSINESS PLAN DEVELOPMENT
 Mastery Journey Goals
 Incorporate the skills I’ve learned over my mastery
program into my own business plan.
 Create the business plan.
 Use constructive criticism of my business plan from
the instructor and my peers to find ways to improve
my plan.
 Strategies and Tactics
 View http://www.lynda.com/Business-Skills-tutorials/Nine-steps-developing-
business-plan/115426/136618-4.html
 Read McClung, S., Eveland, V., Sweeney, D., & James, J. D. (2012). Role of
the Internet Site in the Promotion Management of Sports Teams and Franchise
Brands. Journal Of Promotion Management, 18(2), 169-188.
doi:10.1080/10496491.2012.668429
 Read http://www.forbes.com/sites/jasonbelzer/2014/02/05/sports-industry-
101-breaking-into-the-business-of-sports/#227220245491
http://sourcemygarment.com/wp-content/uploads/2014/08/iStock_000015426043XSmall-business-plan.jpg

13. FINAL PROJECT: BUSINESS PLAN
 Mastery Journey Goals
 Present my Final Project: Complete my written business plan.
 Present the plan to my peers and the instructor.
 Graduate with my Master of Science Sports Management
Degree.
 Strategies and Tactics
 Finish strong.
 Read Goldman, M. M. (2011). Post-Crisis Sports Marketing Business
Model Shifts. Managing Global Transitions: International Research
Journal, 9(2), 171-184.
 View http://www.forbes.com/sites/jasonbelzer/2013/06/24/the-worlds-
most-valuable-sports-agencies-2/#576c5779617d
Gym Photo by Jay Buroff
Logo by Cassio Holly of CDC Media Graphics

14. INDUSTRY LEADERS
Jason Belzer - (Game Inc.) P.O. Box 167, Tennent, NJ 07763
t: 732-322-5145 f: 732-536-0120
Lindedin.com/in/jasonbelzer - Twitter @JasonBelzer
David Cole & DJ Roller (NextVR-Inc.) 345 3rd Street,
Laguna Beach, CA 92651 –t: 949-494-4321 Twitter: @nextvr
Magic Johnson – (Magic Johnson Enterprises)
Twitter@MagicJEnt, Info@ MagicJEnt.com t: 310-247-2033
Scott Boras – Boras Corporation, 18 Corporate Plaza Drive, Newport Beach, CA
92660 t: 949-760-0188 Twitter: @borascorp info@borascorp.com
Michael Ovitz– Creative Artists Agency, 401 Commerce Street, Penthouse,
Nashville, TN 37219 –t: 615-383-8787 f: 615-383-4937
Twitter @MCLAcareers @caaspeakers
Scott Bates –( HoopPlayUsa) P.O. Box 6392, Hot Springs, AR 71902
t: 501-767-8000, Twitter: @HoopPlay
David Graff – (Agile Sports Technologies) HUDL . 151 Nth 8th St., Suite #250,
Lincoln, NE 68508 – t: 402-817-0060

15. I WILL FOLLOW THESE INNOVATIVE
COMPANIES: AND THIS HERO
 HoopPlayUSA, Inc.
 NextVR, INC. www.nextvr.com
 Agile Sports Technologies
 Magic Johnson Enterprises
 Game Inc.
 Jordan Brand
 Relativity Sports
 Wasserman
 Excel Sports Management
 ESPN
 National Football League
 National Basketball Association
NFL POTENTIAL

16. GETTING INVOLVED
 National Sports Marketing Network (NSMN)
https://sportsmarketingnetwork.com/images/logos/nsmn-withtag/nsmnlogo-withtag-header-20101109.png

17. FULL SAIL ORGANIZATIONS AND CLUBS
 VETERANS CLUB
 ENTERTAINMENT NETWORKING SOCIETY
http://www.npc.edu/sites/files/shared/Group.jpg

18. THE IDEAL MENTOR
 Chosen according to my needs and inclinations.
 The ideal mentor has mastered and internalized his or her craft.
 The ideal mentor’s dimensional mind is automatic.
 The ideal mentor can identify the emotional pitfalls.
 Mentorship is a relationship in which a more experienced or more
knowledgeable person helps to guide a less experienced or less
knowledgeable person. The mentor may be older or younger, but have
a certain area of expertise. It is a learning and development partnership
between someone with vast experience and someone who wants to
learn.
https://en.wikipedia.org/wiki/Mentorship
http://www.nwlink.com/~donclark/leader/mentor/mentor.jpghttp://www.ambition-in-motion.com/wp-content/uploads/2014/10/mentor2.jpg

19. MASTERY JOURNAL SUMMARY
PASS ALL CLASSES
WITH A’S.
INTERNALIZE ALL
NEW INFORMATION
AND SKILLS.
GRADUATE
ENTERTAINMENT
BUSINESS MASTER OF
SCIENCE SPORTS
MANAGEMENT.
INCORPORATE NEW
SKILLS AND ATTITUDE
INTO ALL ASPECTS OF
MY LIFE AND
BUSINESS.
CONTINUE THIS NEW
LEVEL OF MASTERY
TRAINING FOR LIFE.

20. REFERENCES
Batesole, B. (December 24, 2014). Retrieved February 28, 2016 from http://www.lynda.com/Analytics-tutorials/Online-
Marketing-Fundamentals/188429-2.html
Batesoul, B., Seeley, J. (January 8, 2014). Retrieved February 28, 2916 from http://www.lynda.com/Content-Marketing-
tutorials/Marketing-Tips/151545-2.html
Batesoul, B. (December 24, 2016). Retrieved February 28, 2016 from http://www.lynda.com/Analytics-tutorials/digital-
marketing-landscape/188429/367616-4.html
Beenen, G., & Barbuto, J. E. (2014). Let's Make a Deal: A Dynamic Exercise for Practicing Negotiation Skills. Journal Of
Education For Business, 89(3), 149-155. doi:10.1080/08832323.2013.794121
Belzer, J. (June 24, 2013). Retrieved February 28, 2016 from
https://pbs.twimg.com/profile_images/634840536835166209/4euOykEU.jpg
Belzer, J. (June 24, 2013). Retrieved February 28, 2016 from http://www.forbes.com/sites/jasonbelzer/2013/06/24/the-worlds-
most-valuable-sports-agencies-2/#576c5779617d
Belzer, J. (February 5, 2014). Retrieved February 28, 2016 from http://www.forbes.com/sites/jasonbelzer/2014/02/05/sports-
industry-101-breaking-into-the-business-of-sports/#227220245491

21. REFERENCES
Boyd, D. (February 10, 2015)http://www.lynda.com/Enterprise-Marketing-tutorials/Branding-Fundamentals/171053-2.html
Bridges, H. (September 23, 2014). Retrieved February 28, 2016 from https://www.youtube.com/watch?v=W8kXyUZVczM
Chapman, C. (January 13, 2014). Retrieved February 28, 2106 from http://www.lynda.com/Business-Skills-
tutorials/Business-Storytelling-CC-Chapman/148760-2.html
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Management-Fundamentals/196589-2.html
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team-members/126132/160116-4.html
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ESPN The Company: The Story and Lessons Behind the Most Fanatical Brand in Sports. (2011). Journal of Sport
Management, 25(5), 508-509.
Figliuolo, M. (July 16, 2014). Retrieved February 28, 2016 from http://www.lynda.com/Business-Skills-tutorials/Developing-
Your-Leadership-Philosophy/160362-2.html

22. REFERENCES
Figliuolo, M. (August 14, 2014). Retrieved February 28, 2016 from http://www.lynda.com/Business-Skills-
tutorials/Empowering-people/167028/185699-4.html
Figliuolo, M. (September 17, 2015). Retrieved February 28, 2016 from http://www.lynda.com/Business-Skills-
tutorials/Strategic-Negotiation/376381-2.html
Fleming, J. Z. (2012). Entertainment, Arts and Sports Law. Florida Bar Journal, 86(6), 18-19.
Goldman, M. M. (2011). Post-Crisis Sports Marketing Business Model Shifts. Managing Global Transitions: International
Research Journal, 9(2), 171-184.
Green, L. (May 20, 2015). Retrieved February 28, 2016 from https://www.nfhs.org/articles/top-ten-sports-law-issues-
impacting-school-athletics-programs/
Greene, R. (2012). Mastery, Vital Penguin.
John C. Maxwell’s book Developing the Leader Within You
Kennedy, A. (June 23, 2015). Retrieved February 28, 2016 from http://www.lynda.com/Premiere-Pro-tutorials/Premiere-Pro-
CC-Essential-Training-2015/371692-2.html

23. REFERENCES
Kwateng, D. (March 39, 2012). Retrieved February 28, 2016 from http://www.blackenterprise.com/wp-
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Lapiano, D. (n.d.). Retrieved February 28, 2016 from http://www.sportsmanagementresources.com/library/operating-
principles-for-athletics-organizations
McClung, S., Eveland, V., Sweeney, D., & James, J. D. (2012). Role of the Internet Site in the Promotion Management of
Sports Teams and Franchise Brands. Journal Of Promotion Management, 18(2), 169-188.
doi:10.1080/10496491.2012.668429.
Mentorship (2016). Retrieved February 28, 2016 from https://en.wikipedia.org/wiki/Mentorship
Ovitz, M. (September 18, 2015). Retrieved February 28, 2016 from http://www.michaelovitz.com/img/michael_ovitz.jpg
Purcell, L. K. (2012). Evaluation and management of children and adolescents with sports-related concussion. Paediatrics &
Child Health (1205-7088), 17(1), 31-32.
Peachey, J. W., Zhou, Y., Damon, Z. J., & Burton, L. J. (2015). Forty Years of Leadership Research in Sport Management: A
Review, Synthesis, and Conceptual Framework. Journal Of Sport Management, 29(5), 570-587. doi:10.1123/jsm.2014-0126
Reese, J. D. (2013). Sports Finance and Management: Real Estate, Entertainment, and the Remaking of the Business (1st
Ed.). Journal Of Sport Management, 27(1), 84-85.

24. REFERENCES
Roller, D. (2009) Retrieved February 28, 2016 from https://www.linkedin.com/in/dj-roller-00b39125
Sannibel, Michael (August 24, 2009). Retrieved February 28, 2016 from http://www.entrepreneur.com/article/203168
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Voelker, T. E., & Krismann, C. (2012). Encyclopedia of Sports Management and Marketing. Reference & User Services
Quarterly, 51(3), 293.

25. REFERENCES
Young Do, K., Magnusen, M., & Yukyoum, K. (2012). Revisiting Sport Brand Personality: Scale Development and
Validation. Journal Of Multidisciplinary Research (1947-2900), 4(3), 65-80.
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