Booker High names Jordan as its new director of athletics

SARASOTA — Jammie Jordan was all set to meet with Booker High director of athletics Phil Helmuth to discuss his second season as girls soccer coach with the Tornadoes.

Then, before he knew it, Jordan was in Helmuth’s seat.

Booker High named Jordan as Helmuth’s replacement as athletics director earlier this week.

“It never crossed my mind that he was retiring,” Jordan said of Helmuth, who retired at the age of 60 after five years as athletics director and eight years at Booker High. “I was approached by the administration if (the AD job) is something I would be interested in.”

Jordan made it to the short list of candidates and after a couple of interviews landed the position.

“It started as informal and then it got real formal in three days,” Jordan said. “I was able to express the things I had knowledge of when I got to Booker High and the experiences I had in the past 26 years of coaching. They seemed to meet and mesh with the administration here.”

Among Jordan’s first duties is to change the perception of Tornadoes student/athletes.

“Not just their athletics premise and desires, but also academically and socially,” Jordan said. “I’m forging relationships with people who can influence the transition, soften the blow for those who have benefited from the prior culture. Booker High is seeking excellence.”

Another priority is the school's football program. When Booker did not play a spring game — the Tornadoes were originally scheduled to play Riverview High — it was perceived the school would not field a team this fall.

“We will absolutely have football. I’m not concerned about that part,” Jordan said. “We have some plans in place that will strategically allow us to open our doors and be more accessible to the parents and athletes to share our vision and reach out to some financial supporters to ensure we have the appropriate equipment and uniforms and apparel that is needed for the success of the program. But also create community outreach with our athletes and make sure the truth is being told.

“We will work diligently to ensure that this doesn’t reoccur. That starts yesterday. We have to create an environment that makes people want to support us. That’s the key.”

The fact Jordan was named as the 2020-21 school year ended and not the 2021-22 year beginning allows him to tap into his network and resources for advice.  

“Also, Phil is willing to have an open line of communication with me,” Jordan said.

In addition, the 50-year-old Jordan will move from a transition and employment coach to teaching social science at Booker High. 

A football player for four years at Riverview before graduating from Sarasota High, Jordan went on to Bethune-Cookman in Daytona Beach. He had football coaching stints at Gainesville High and Southeast High and ran the PAL girls soccer program in Newtown Estates for six years. 

The Booker girls soccer team went 2-7 with one of its victories by forfeit and were outscored 40-3 during this past season. 

Jordan has worked in ministries, outreach organizations, and with Sarasota County’s Parks and Recreation and Natural Resources department connecting youth with athletic opportunities.

Booker High held an athletic program open house Thursday when student/athletes received free physicals.  

Dennis Maffezzoli is the deputy sports editor for the Sarasota Herald-Tribune and chief reporter for Sarasota Herald-Tribune and HTpreps covering Sarasota, Manatee and Charlotte counties. Support local journalism by subscribing.