Kelly Richard Long, President of Gameday Operations, shares his journey of building a basketball family and a thriving community.
For Kelly Richard Long, the love for basketball didn’t begin with a court or a ball. It began with the electric atmosphere of watching the Golden State Warriors clinch the NBA Championship when he was just five years old. That moment, filled with energy and community spirit, ignited a lifelong passion for the game. From there, his journey as both a player and a coach deepened his connection to basketball and gave him the vision to build something lasting with the Willamette Valley Jaguars.
As the only staff member who has been with the Jaguars since the very first season, Kelly’s story is one of dedication, community, and an unwavering commitment to bringing the best experience to every fan who steps into the arena. From the early days of laying the foundation to overseeing game day operations now, Kelly’s role has evolved, but his mission has stayed the same: to create a team that isn’t just about basketball but about building a family.
A Passion for Basketball That Began in the Bay Area
Born and raised in the East Bay Area of San Francisco, Kelly was initially drawn to baseball. However, the 1975 NBA Championship win by the Golden State Warriors captured his imagination, and he found himself swept up in the excitement of the sport. It was a transformative moment that shaped his love for basketball. As he grew older and became a parent, Kelly had the privilege of coaching his son through the ups and downs of the game, watching him not only grow as a player but eventually compete professionally. This deeper connection to basketball inspired Kelly to pursue a career in sports operations and eventually led him to the Jaguars.
“When the opportunity came to help build something special here with the Jaguars, it felt like the perfect connection of my love for the game, my experience in sports, and my desire to give back to the community,” Kelly reflects.
The Early Days: Building a Dream from the Ground Up
Kelly’s journey with the Jaguars began at the very inception of the team. “The excitement. Everything was brand new,” he recalls, looking back on the early days. Every practice, every community event, every strategy session was about laying the foundation for something bigger than the team itself. Despite the long hours and challenges, the energy from the team and the community was palpable. It was a time of building something from scratch, and for Kelly, that initial excitement was the driving force behind everything they were creating.
Behind the Scenes: A Day in the Life of the President of Gameday Operations
As President of Gameday Operations, Kelly oversees all aspects of what happens on game days, from logistics and arena preparation to coordinating with players and coaches. But his role goes beyond just the operational side; it’s about crafting a memorable experience for every fan that walks through the doors.
“My goal is to make sure fans leave with a sense of excitement, as if they just witnessed something special,” says Kelly. “I grew up in the Bay Area, attending games for the major sports teams. That feeling of stepping into an arena, the buzz in the air, knowing you’re about to witness history, that’s what we aim to create every time we host a game.”
During the season, Kelly is constantly working behind the scenes, making sure everything goes off without a hitch, managing details, and ensuring that the game day experience is smooth, efficient, and memorable.
A New Chapter: Relocation and Rebranding
The move to Albany (Mid-Willamette Valley) from Eugene and the team’s subsequent rebrand was a significant shift for the Jaguars. For Kelly, it meant adjusting to new surroundings, building new relationships, and embracing a fresh identity while staying true to the team’s core values.
“It was a big move, but it was the right one,” Kelly says. “Anytime you relocate, there are new challenges, new partnerships, a new identity, but it was also exciting. The Mid-Willamette Valley provided us with so much potential, and the fan response confirmed we made the right decision.”
Kelly’s ability to stay focused on the bigger picture and his emphasis on community connection were instrumental in helping the Jaguars make a seamless transition into the Valley.
The Jaguars’ Unique Approach: More Than Just Basketball
One of the defining features of the Jaguars is their sense of community. For Kelly, it’s never been just about basketball games; it’s about building relationships and creating an experience that resonates with the fans long after the final buzzer sounds.
“We’re not just a basketball team, we’re a family,” Kelly explains. “We emphasize relationships and growth. Many organizations focus only on wins and losses, but for us, it’s about creating something meaningful beyond the scoreboard.”
This philosophy has led the Jaguars to focus heavily on community programs, youth development, and partnerships with local organizations. For Kelly, these initiatives are a way to give back to the community that has supported the team from day one.
“Basketball gave my son and me so much, and I feel a responsibility to pay that forward,” Kelly says. “Sports can shape young lives, teaching discipline, teamwork, and confidence. It’s not just about the games, it’s about lifting up the community and empowering the next generation.”
The Biggest Lesson: Patience and Persistence
The journey of building the Jaguars hasn’t been without its challenges. Kelly has seen the team through tough times, learning the importance of persistence and resilience.
“Building something from the ground up takes time,” he admits. “There are always obstacles along the way, but if you focus on the bigger picture and lean on your team, the payoff is worth it. My success is helping others succeed, and that applies to every level of what we do.”
A Behind-the-Scenes Story: The True Heart of the Jaguars
There are countless behind-the-scenes moments that capture the essence of the Jaguars. One such moment was during a youth clinic when players stayed long after it ended, working with kids who weren’t ready to leave. It wasn’t for show, just a genuine love for helping others.
“That’s the heart of the Jaguars,” says Kelly. “It’s about giving time and energy to make a difference in people’s lives. Whether it’s working with youth or celebrating victories, it’s all about building something bigger than the game itself.”
Looking Ahead: Excitement for the Future
Looking to the future, Kelly is excited about the continued growth of the team. With the Jaguars entering the USBL and building stronger community programs, there’s a palpable sense of momentum.
“We’ve laid the foundation,” Kelly says. “Now it’s about building on that momentum. Every season brings a new opportunity to raise the bar and connect with even more people in the Valley.”
A Message to Fans: A Heartfelt Thanks
Finally, Kelly shares a message with the Jaguars’ fans: “Thank you for believing in us. This team is as much yours as it is ours. Keep showing up, keep cheering loud, and together we’ll continue building something special here in the Valley. We couldn’t do it without you, JagsNation, let’s go!”
Through Kelly Richard Long’s leadership and dedication, the Willamette Valley Jaguars have become more than just a basketball team, they’re a beacon of community, family, and resilience. The team’s journey, shaped by Kelly’s unwavering commitment, is just getting started, and with each season, they are building a legacy that will last for generations to come.
To follow their journey, support their mission, or explore partnership opportunities, visit the Willamette Valley Jaguars official website, connect with them on Instagram and Facebook.
