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Norma Escobedo of Bell HS and Eagle Rock's Richard Martinez Recognized as Model Coach Award Winners

Congratulations to Norma Escobedo, Soccer Coach at Bell High School, and Richard Martinez, AD, cross country and track coach at Eagle Rock High School. They have been selected by the State CIF as Model Coach Award winners for the 2014-15 school year. Please read below about the honor they have received. 




The CIF State Office today announced the 2014-15 Model Coach Award winners. Now in its 14th year, the CIF Model Coach Award program is designed to recognize coaches who have served as positive role models in their schools and communities, and who have exhibited the traits apparent in the 16 principles of Pursuing Victory with Honor.


The 12 winners, nominated through their local CIF Section office, will receive an award and be honored at their sport’s State Championship or at an event of the recipient’s choosing.


A model coach demonstrates and teaches the six core ethical values:  trustworthiness, respect, responsibility, fairness, caring, and good citizenship (the “Six Pillars of Character”). The CIF believes that the highest potential of sports is achieved when teachers/coaches consciously Teach, Enforce, Advocate and Model (T.E.A.M.) these values and are committed to the ideal of Pursuing Victory with Honor.


“There is more to education based athletics than just winning and losing. We honor and recognize those coaches who teach student-athletes not only the skills needed to excel, but also those who are dedicated to teaching them the values of Pursuing Victory with Honor and the Six Pillars of Character," said CIF Executive Director Roger L. Blake.


2014-15 CIF Model Coach Award Winners


School, City (Section)


Jessica Battle

Coronado High School, San Diego (SDS)

Girls Lacrosse

Barrie Bulmore

Head-Royce School, Oakland (NCS)


Tom Casanova

Caruthers High School, Caruthers (CS)


Bill Elliott

Foothill High School, Palo Cedro (NS)

Basketball/Track & Field

Norma Escobedo

Bell High School, Bell (LACS)


Katie Harreld

Notre Dame-Salinas High School, Salinas (CCS)

Girls Volleyball

Frank Haswell

San Ramon Valley High School, Dublin (NCS)


Kathy Jones

Fall River High School, McArthur (NS)

Girls’ Basketball

Richard Martinez

Eagle Rock High School, Los Angeles (LACS)

Track/Cross Country

John Morrison

Francis Parker School, San Diego (SDS)


Brad Peters

Martin Luther King High School, Riverside (SS)

Cross Country

Steve Sell

Aragon High School, San Mateo (CCS)



Richard Martinez (Eagle Rock HS) Cross Country/Track & Field

Martinez exemplifies exactly what the words “model coach” implies. He readily makes himself available for his athletes and promotes the importance of being a scholar-athlete. He is very patient with his athletes and teaches them great work ethic. He instills the importance of coaching and playing sports with honor and sportsmanship. Martinez is an inspiration and a great role model to his student-athletes as well as his peers in coaching and greatly deserving of this award. He pushes his teams to be competitive and win meets, however he does so in a way that emphasizes proper sportsmanship and good values.  He embodies the idea of Pursuing Victory with Honor.


Norma Escobedo (Bell HS) Soccer

A teacher at Bell High School, Escobedo coached girls soccer from 1989 to 1996, and in 1996, she decided to embark on a new challenge, accepting the position of boys varsity soccer coach. Initially everything that she did was criticized and questioned. She worked hard and proved herself to all her critics and quickly gained the respect of all. Escobedo believes that sports are a vehicle that enriches, student’s lives from the moment they begin learning the sport. She does not hold a “Win at all Costs” mentality, rather through her love of the game, she develops her players physically and mentally to know that sportsmanship and character help to build success in all that they do.


Jessica Battle (Coronado HS) Girls Lacrosse

Battle has led the varsity lacrosse team at Coronado High School for 18 years. She keeps herself in tip-top physical condition and passes this on to her players throughout the season.  Battle’s commitment to the lacrosse program at Coronado gives the girls a sense of continuity and support that allows them to flourish and find their confidence. Her love of lacrosse is truly inspiring for all of her players, both current and former, and really serves as an example of what true dedication looks like. She is not only an excellent role model for her current players, but for her former players as well.


Barrie Bulmore (Head-Royce School) Tennis

Bulmore has coached tennis at Head-Royce since 2002. She is dedicated to the school’s tennis program, which encompasses far more than just the team at Head-Royce. She introduced tennis to the middle school P.E. curriculum, and coaches the middle school team as well as both Head-Royce boys and girls teams. She also runs the after-school and summer tennis programs, and serves on the Board of Directors of the Berkeley Tennis Club.


Tom Casanova (Caruthers HS) Football

Casanova has been serving the Caruthers community for the past 30 years, coaching about every sport possible while maintaining a consistent message:  “Be the best YOU can be, continue doing things the RIGHT way, and win or lose, we played the game with great character and integrity.”  Casanova’s character and legacy will long be remembered for being a well-respected coach, mentor and teacher for many young (and older) men in the Fresno County community.  During his 28-year tenure as varsity football coach, he has worked to develop this tradition of excellence throughout the season and welcomes new students into his incredibly respectful program.  He has truly created something very special in Caruthers, and the community is very fortunate to have had him involved in their lives.


Bill Elliot (Foothill HS) Basketball/Track & Field

Elliot has taught geometry and coached basketball at Foothill for the last 15 years. He spends many of his days off coaching kids in basketball and distance running from many different backgrounds and schools. He connects well with the athletes because he truly believes in, endorses and lives, the six major principals of character when on the basketball court coaching and in the classroom teaching. He has lived his life by this code and truly believes it has kept his life moving in a positive direction even during some difficult times. By demonstrating his character every day at Foothill by living the “Six Pillars,” Elliot has had a ripple effect on the athletes he coaches as well as the students in the cheering section during games. 


Katie Harreld (Notre Dame-Salinas HS) Girls Volleyball

Harreld has been coaching girls’ volleyball at Notre Dame-Salinas for the past 11 years and has been the head coach for the last seven years. Her teams have had tremendous success over the years, amassing numerous league titles and travelling to CCS playoffs and the CIF NorCal tournament on many occasions. Harreld is a Notre Dame -Salinas graduate, proudly giving back to her alma mater through coaching and mentoring the way she was taught. She is a tremendous role model for her athletes teaching responsibility and respect for oneself and others by her example. She is consistent and fair in her treatment of her players and that of opposing players. She has earned the respect of her players and her coaching peers.


Frank Haswell (San Ramon Valley HS) Tennis

Haswell has served the North Coast Section (NCS) as site director for boys’ and girls’ championship tournaments, and is a member of the NCS Tennis Committee. He has also been on the USTA Northern California Board of Directors since 2011, giving him another opportunity to help aspiring players succeed. Haswell strives to bring out the best in each player, not only in the sport, but most importantly in their lives.


Kathy Jones (Fall River HS) Girls Basketball

Jones’ makes playing basketball not only competitive, but fun.  Her dedication to the girls’ basketball program in the community reaches many age groups and is successful because of her commitment to the sport and the athletes. She helps at the junior high level as well, instilling the same techniques, skills, and attitudes that the girls will see once they reach the high school level, plainly using the team ideal pursued by CIF. She is a role model in her enthusiasm and passion for the sport, and how she is able to support and approach her athletes. Players trust her, coaches respect her.  Beyond her character, Jones’ is the reason the Fall River High School girls’ basketball program has been successful for 15 years.


John Morrison (Francis Parker School) Football

Both parents and staff have tremendous respect for Coach Morrison and what he has achieved at Francis Parker School in his 17 years of coaching. He has taught the young men at Francis Parker how to work and play hard while supporting their teammates at all times. He has constructed a family within the larger family of the Parker community. His code of behavior on the field demonstrates the highest ideals of Francis Parker and the CIF. Morrison models behavior of leadership, responsibility, caring and good citizenship.


Brad Peters (Martin Luther King HS) Cross Country/Track & Field

Coach Brad Peters has been with Martin Luther King High School (MLKHS) since its first year of existence, 16 years ago. As the head cross country and track coach at MLKHS for 14 years, Coach Peters’ student-athletes are always prepared, organized, and display the highest values of sportsmanship.  Peters has spirit, intelligence and morals that the student-athletes look up to. He focuses his energy towards the encouragement of student-athletes regardless of their athletic skills. He is a professional, hardworking, teacher/coach who knows how to excite people to accomplish more reach their potential.  Peters possesses all the motivational tools necessary to bring a school community together. 


Steve Sell (Aragon HS) Football

Sell has been coaching varsity football since 1992 and is in his 14th year as the head coach of the Dons. He has compiled an overall record of 108-47-1 winning four straight Peninsula Athletic League titles and making the CCS playoffs 11 times in the last 13 years. Sell’s strengths as a football coach extend far beyond the field of play. He puts the growth of his football players well ahead of winning games and is concerned about their academic success in high school in preparation for a post-secondary education or career. Coach Sell is an excellent role model as he lives and breathes Aragon’s foundation of respect to self, teammates, peers, community and family. He epitomizes what one wants in their coach and athletic director.