Arizona AD: Big 12, Wildcats 'have to be aggressive and innovative'

If there’s anything Desireé Reed-Francois has learned about the start of her tenure as Arizona’s athletic director, it’s Tucson doesn’t mess around when it comes to food.

In the four-plus months Reed-Francois has been on the job at the UA, she’s been a regular at Charro Vida, Seis Kitchen, Doughbird, Flower Child and Culinary Dropout.

“The food here is next level,” Reed-Francois said. “I have to run a lot more, because my husband and I are really enjoying the Tucson cuisine, I must say.”

Reed-Francois recently tried popular Tucson restaurant Mr. An’s Teppan Steak and Seafood with Arizona football stars in quarterback Noah Fifita, wide receiver Tetairoa McMillan, safety Gunner Maldonado and linebacker Jacob Manu before Big 12 Media Days in Las Vegas.

“It was so fun. To be in that kind of setting and talk to our student-athletes and hear about their hopes and dreams,” Reed-Francois said. “We talked about everything from finance to pickleball, because ‘Nuku’ (Manu) is really good at pickleball. He’s a self-proclaimed next-level pickleball player. All seriousness, they’re special and they have great stories.”

Reed-Francois returned to Las Vegas, where she served as athletic director of UNLV for four years. Reed-Francois spearheaded UNLV’s partnership with Allegiant Stadium as the host site for UNLV home football games. Now the AD at the school that gave Reed-Francois her law degree, walking into Allegiant Stadium, which hosted Arizona’s season opener against BYU in 2021, was “a pretty surreal experience,” Reed-Francois said.

“It’s pretty special, because one of these beams, I think I’ve signed,” she said. “Every step of the way, I had a chance to watch and see $70 million of a $2 billion price tag for this benefit UNLV. It’s cool to be here. ... Vegas is a special place. It’s cool and it’s almost symbolic that the Big 12 is an aggressive and innovative conference, (because) that’s kind of what Las Vegas is.”

The Star spoke to Reed-Francois for a few moments at Big 12 Media Days in Las Vegas. Here’s what she discussed:

“Aggressive and innovative” have often been said about the Big 12 under the leadership of commissioner Brett Yormark. What are your impressions of him so far?

A: “I think we have to be aggressive and innovative. In today’s day in age and in today’s world, that’s critically important. Commissioner Yormark came and spoke to the (Arizona) Board of Regents and talked about the value of athletics and the branding power that it brings to an institution. But also what it does to galvanize communities, what it does for philanthropy and admissions, and I think commissioner Yormark’s style and way of moving the conference forward is important to us at this point in time. It’s what we need.”

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How do you view the Arizona football program and the direction it’s heading in?

A: “Coach (Brent) Brennan is exactly the coach we need exactly at this point in time. There’s a lot of momentum from Coach Brennan’s hiring to the retention of core student-athletes through spring practice — and we can feel that momentum, you can feel that energy. We’re up 40% in new season tickets. I was on the plane spending some time with Noah, Nuku and T-Mac and Gunner, this is a special group of young people. I know everybody says that about their student-athletes, but this group cares about one another.

“I’ll always remember my first week on the job, when I went to go talk to football, and I asked Noah, ‘Tell me, why is it that you stayed? You had plenty of opportunity to leave.’ He said, ‘I stayed because I love the University of Arizona, I love Tucson. I stayed for love.’ I said, ‘That’s why I came back. I came back because I love the University of Arizona.’ It’s a special group and they get it. ... There’s a special thing brewing and you can feel it. It started last year or even the year before that. Our community has fallen in love with these special young people and are realizing how great they are and how special it is when we come together for that common goal. It’s a new day and there’s a lot of new enthusiasm.”

What are you most excited about with Arizona joining the Big 12?

A: “The passionate fans. You look around and can feel the energy. The fanbases we’re going to, they are passionate, they are enthusiastic, and I can’t wait for them to see what Tucson is all about. Tucson is a great city, we all know that. ... I’m excited for our fans to get to know the passionate fanbases throughout the rest of the Big 12. The University of Arizona is a national brand and this is a national stage, and I’m looking forward to seeing what we can do in this conference.”

How do you see the Big 12 evolving over time to rival the SEC and Big Ten in football?

A: “We’re going to be aggressive and we’re going to play our game. Comparison is the greatest thief of joy. We’re going to be what’s excellent for the University of Arizona and what’s excellent for the Big 12. We talked about how we’re going to be innovative and aggressive. There’s a scoreboard for a reason. We came (to the Big 12), because we expect to be successful.”

With the UA no longer partnering with Learfield, what’s the status of longtime play-by-play broadcaster Brian Jeffries?

A: “He is the voice. He was one of my first calls. I said, ‘We’re going to move away from the longstanding partnership, but you are in important part of what we do, and we expect you to stay and be the voice. You’re really special and we need you, and you’re a part of the family.’ He said, ‘Absolutely, I’m all-in and 100% a Wildcat.’ ... He’s been here for a really long time. His earnestness and care for the University of Arizona is really special. ... He really just cares so much passionately — and there’s something to be said about that. Yes, we’re going to have innovative and new initiatives and be really aggressive, and we’re probably going to have some mistakes, but it won’t be for lack of trying. I’m a 1997 graduate. I remember what it was like to win that national championship. I have a great respect for the tradition and foundation that’s already been built, and Brian is a part of that.”