Rock Hill District has first-ever athletic director. What he’s saying about his new job

Jimmy Duncan is sailing in uncharted waters.

The former Northwestern High School athletic director was chosen on June 29 to serve as District Athletic Director for Rock Hill Schools.

It’s the first time the district has had such a position.

Duncan said he’s ready for the role and already has a vision of what he wants to address.

“It’s going to be fluid, to be honest,” Duncan said. “We have set some goals out currently.

“What we’re trying to work on is student-athlete experiences and student body experiences, trying to bring everyone to the table. Obviously, trying to work on some financial partnerships with the community. The main goal is always student first, and that’s been that way since I’ve started.”

Duncan helped lead Northwestern to success during his tenure there. Last fall the football team played in the state championship game.

Now, he’s looking to bring that same level of success to the entire district.

Herald reporter Michael Burgess sat down recently with Duncan to talk about what this new position will do for the district and how he looks to fulfill his responsibilities.

Here are his answers to some questions:

You’re the first-ever District Athletic Director. How does that feel?

“I mean, it’s exciting. It’s a brand new position that they created here, so to be the first -- to get the job here is an amazing feeling. But being the first kind of sets it apart as well.”

What are you looking to accomplish in this first year?

“I have a few focus points. First and foremost always: our student-athlete experience. I want this to be the place that everybody wants to go -- Rock Hill Schools, for athletics and academics. We’re able to use athletics as a catalyst to help push that academic side.

“Community. I really want to get our student-athletes involved in the community and continue to grow that. All schools have done a good job, but I still want to keep elevating that.

“And then, just bringing everyone to the table, making all of our stakeholders a part of the conversation and just rallying the community. And that’s kind of the open goals. There’s a ton of smaller goals you can go into, but they all fit underneath those umbrellas.”

Rock Hill is known as a football town. How do you ensure that the other sports don’t get neglected?

“We want to utilize that platform that we’re given with the media or anyone we talk to. Obviously, we get a nice springboard from (the media) with football.

“When we’re able to bring other student athletes and organizations in through football, we want to do that with other sports. We’ve got to make it a focus as well, which our schools do, but again, continue to make that media push and social media. Every athlete, every student experience is important, no matter what sport they play for.”

Speaking of media exposure, Northwestern will play in the first-ever Keep Pounding High School Classic at Bank of America Stadium. How big is that for the district?

“Being the first to do something is special. There’s only one first. For the Panthers to reach out to us to be a part of that Keep Pounding Classic. It’s an incredible opportunity for our student-athletes at Northwestern High School. But the coaches, the fans -- I think the tickets are on Ticketmaster right now for like $3.78.

“Of course, they have their fees and whatnot in there, but I mean, for you to get into Bank of America Stadium for like $7-$8. You can’t do that. Just to get that experience, but we’re able to bring in other groups as well.

“We invited every band in the district to come. Some have band camps and some things going on, so they may not be able to make it, but I know three of our middle schools have already committed.

“Obviously, Northwestern is committed to it as well. That’s going to be a special opportunity for them. Northwestern’s JROTC program is able to come down there. I mean, there’s a ton of people -- players, student-athletes, ROTC, band -- that could say they were on the field and did what they love to do in an NFL Stadium.”

In the age of college NIL deals, student-athlete marketability is more important than ever. Has that been a focus for the district or will it be moving forward?

“Last year, we added another marketing person here at the district who has been doing an incredible job, and you can see her marketing push for not just athletics but across the district. Obviously, we want to focus in and highlight anything positive and good.

“You know, NIL is growing. I’ve used the word fluid again, but it fits here. I mean, it’s just changing, morphing. I think at some point, the federal government will come in and give us some more parameters. Right now, it’s kind of each state is on their own.

“Currently in South Carolina, right this second, high school students can’t be involved in NIL, and that’s from the state association. Now, that may change in a month or two months or six months, and again, that’s something that’s going to change quite a bit. But we do want to give our students the best information possible. And depending on where they’re going, each state will allow them to, at the college level, just inform and give them information.

“That’s South Carolina. They can only give you information. Other states are allowed to give full-blown offers. Now, that doesn’t help every student, especially at the high school level. There are handfuls of students in each state. It’s not as prevalent as it is at the collegiate level.

“But again, we’re going to continue to expand and give them the best information possible, and we have to stay up to date with that. Our marketing and making our student-athletes marketable both in the classroom and online and in the media is a critical thing no matter what field they choose to go into.”

Since its opening, schools in the area have not been open to playing Legion Collegiate (charter school). Do you foresee a change in that during your tenure?

“We’ve been open (to the idea). There isn’t a district policy or anything like that. We’ve been open to play anybody. Even like this past year, I think Legion was in our basketball tournament, the Moody Classic.

“It may have been this year or last year or even both years. We’ve played them in soccer. We’ve played them in a few sports. So when our schedules match, they have an opening and we have an opening, it’s always nice to play someone local .... And that’s something we’ll continue to do.”

This story was originally published July 19, 2023 at 12:57 PM.