Atlanta [2004-2006]
In December of 2003 Atlanta Head Coach Dan Reeves was fired after a dismal 3-10 season. The following January, a young, fiery defensive coordinator with San Francisco popped up on the radar of the Falcons’ ownership: Jim L. Mora. When asked why he thought he was being sought as a candidate, Mora explained: “They like my enthusiasm and my passion.” Once hired, Mora’s passion lived up to expectations: in 2005 he brought the Falcons to the NFC Championship Game and finished with a 12-5 record. The following two years, however, Mora’s energy seemed to dissipate: first to 8-8, then 7-9.
On an eerily similar cold December 2006 morning, Coach Mora jumped on the phone for an interview with a radio station. That fateful day five years ago, he spoke to Seattle’s KJR 950 and set off a windfall of events culminating in his ultimate firing as Atlanta’s HC. As U of W Coach Tyrone Willingham would later say in reference to Mora’s on-the-air goof, “[it was] a great case of open mouth, insert foot.”
If one were to recall, Mora was already embroiled in controversy at Atlanta with his father’s “Coach Killer” statements in reference to pre-prison QB Michael Vick. While the NFC South was still winnable late in the 2006 season, personalities amongst the organization were becoming divided. Until this point in time the fans and ownership had never questioned the loyalty of Mora. Not until that phone call with KJR 950 when the coach stated the following:
“If Tyrone Willingham ever decided to move on, if the [U of W] job became open, you will have me at the head of line with résumé in hand, I promise you that. That's the job I want.”
As word trickled back to Atlanta that Mora might bolt for U of W, Mora would quickly frame the above statement as a joke. One thing is for sure: with an Atlanta playoff race on the line, the coach's statements irked the Falcon faithful. Undoubtedly, these distractions could have only added to beleaguered Falcons squad. Mora's team missed the playoffs that year with a disappointing final record of 7-9. Despite a strong and promising start of 5-2, the Falcon's slipped to a 2-7 finish. The media mayhem juxtaposition to the Falcon playoff meltdown buckled any hope for Mora's return. And with the close of another December, Mora’s days as a Falcon were over.
Seattle [2007-2009]
Less than three weeks later Mora was back getting paid again as Seattle’s Secondary Coach. Then Seattle Head Coach Mike Holmgren echoed similar sentiment in Mora’s qualities: “I'm excited to have the opportunity to add someone to the staff with the energy and passion that Jim brings to the game.” Again, Mora’s energy was evident. Seattle’s secondary “led the NFL in touchdown passes allowed (15) and led the NFC (4th NFL) with 20 interceptions.” The noticeable defensive improvement primed Mora as heir-apparent for the eventual change from Coach Holmgren, who had announced his retirement well before the 2009 season.
Flash forward to 2009 and another media gaffe with the newly anointed Seattle HC Mora: his team is off to a 1-1 start and his Seahawks are faced up against a beatable Bears team. After a gritty first half, the Seahawks led 13-7 heading into halftime. The Bears responded with 10 in the 3rd and another 8 in the 4th leading to a 25-19 victory. But it wasn't like Seattle didn't have their chances... Mora said the following in reference to his kicker’s (Olindo Mare) two missed field goals (34 & 43 yarders):
“If you're a kicker in the National Football League, you should make those kicks. Bottom line. End of story. Period. No excuses.”
I mean, he has a point—that’s what they’re paid to do, right? Notwithstanding the missed kicks, Seattle went on to a dissappointing 5-11 record under first year coach Mora. Come season's end, CEO Tod Leiweke announced Mora's termination: "It became apparent after conducting an extensive internal audit that a new direction was needed to provide an opportunity for the organization to be successful." It seems he was given hardly a chance, but hey, I'm no NFL Franchise owner.
I mean, he has a point—that’s what they’re paid to do, right? Notwithstanding the missed kicks, Seattle went on to a dissappointing 5-11 record under first year coach Mora. Come season's end, CEO Tod Leiweke announced Mora's termination: "It became apparent after conducting an extensive internal audit that a new direction was needed to provide an opportunity for the organization to be successful." It seems he was given hardly a chance, but hey, I'm no NFL Franchise owner.
NFL Network [2010-2011]
Upon Mora’s messy departure from the Seahawks (and a large chunk of change due for his remaining $12 Million / 3 year deal) it became clear the Coach needed to curtail some of that energy and passion, at least when it came to speaking to outlets like, I don’t know, the media. But here’s this dichotomy of a coach: A guy that drafted three-time Pro-Bowlers Roddy White and DeAngelo Hall and another QB called Matt Schaub out of Nebraska. Mora's name has been associated with interviews for the Redskins, the Dolphins, the Broncos (you get the picture), so one would have to believe, “Hey, there stands a talented coach.” Unbridled, but certainly talented.
Which is why Mora’s next move is so easy to understand: Why not address the media directly? Go ahead, polish up the resume, get accustomed to the spotlight. With the Seahawks still on the hook for his paycheck, why not? Mora jumped aboard the NFL Network just before the 2010 season. On national TV he was calling games with Brian Billick and went on to interview his ex-QB, Michael Vick. It was during this time that Mora began planning his entrance back into the coaching arena.
UCLA [Present]
Five years removed from his U of W radio debacle, Mora witnessed another coach cave under the media spotlight. UCLA Coach Rick Neuheisel, from a similar walk-on-to-player-to-coach background, began the 2011 season in everyone's top-five of coaches most likely to be canned. Mora must have seen in him a man whose “relentless optimism” and charismatic advertising mishaps were only clarified under the pressing scope of Los Angeles. Often a target of sideline close-ups amid his QB quarrels, Neuheisel bit the dust with the barreling of his football team against the sanctioned Southern Cal Trojans. A moment only described as embarrassing: The Bruins fell to the tune of 50-0, throttled by their hated rival. The subsequent back-door entry into the inaugural PAC-12 Championship against Oregon only fueled the spectacle—while not quite an obliteration like the week before, UCLA did not stand much of a chance. Neuheisel’s legacy as UCLA’s prodigal son withered into that Championship Friday evening as his last day on the job. As the game's credits rolled, Neuheisel was seen embracing his son, Jerry, a QB on UCLA’s roster.
Two weeks later: Enter Jim L. Mora. At the official press conference naming him UCLA's Head Coach on December 13th, Mora got his first crack at hooking Los Angeles’ circling media sharks. Apparently sidestepping “outlandish statements,” Mora proclaimed UCLA a “sleeping giant.” Returning to the air, Mora again spoke to KJR 950, this time making his alliances outspoken: "We don't leave anyone alone until they sign the dotted line." Unlike his past, however, Mora followed up his coach speak with the gathering of noteworthy assistants, including ex-SMU Coach Adrian Klemm, ex-ASU Coach Steve Broussard and ex-UW Coach Demetrice Martin. Add to that three new recruits in DB Marcus Rios, OLB Kenny Orijinko and DB/WR Taylor Lagace and it appears Mora is showing us his walk, not talk.
Common rhetoric points to Mora as a “player’s coach,” a guy who the media pegs as an “X’s and O’s” type, but is he capable of bringing UCLA to the top of football? We’ve certainly witnessed his passion and energy—but does this translate to more of the same? What about all this "Over-the-Wall" non-sense? I imagine that'll be an interesting topic come Meeting #1 after the Kraft Hunger Bowl. Should we expect more of the “foot-in-mouth” syndrome? Or is this the older, wiser version of the energetic, passionate coach? The past says he better act, not speak. So, as his coaching gears churn this off-season and UCLA’s staff and their recruits are fleshed out come February, one question remains… Will Coach Jim L. Mora conquer his greatest foe in his coaching career: his own mouth?
