The Olympic scene drops in on the USA

WASHINGTON — What got done here this week at the Assn. of National Olympic Committees meeting was not nearly as noteworthy as two other essentials: the fact that the meeting was held in the first place in the United States and that delegates from 204 entities were on hand.

As the session gaveled to order on Thursday, there in their place in the rows of seats were, for instance, representatives from North Korea.

From Syria.

Russia.

Everywhere in the world, including two new national Olympic committees, Kosovo and South Sudan.

There are actually 206 national Olympic committees. The Republic of Congo didn't make it. And elements of the government of Kuwait are involved in a fight with the IOC, meaning the national Olympic committee is now suspended, for the second time in five years, amid political interference; moreover, on Thursday, the IOC announced it had revoked the Olympic qualifying status of a shooting championship in Kuwait, due to begin next week, because an Israeli official was denied a visa for the event.

The assembly marked the first time the ANOC session has been held in the United States since 1994, two years before the Atlanta 1996 Summer Games.

With Los Angeles now bidding for the 2024 Games, the stakes were high here for the U.S. Olympic Committee.

As the familiar saying goes, LA surely could not win anything here -- but a poor performance could cost it and the USOC, even though the 2024 race is still in its early stages.

The International Olympic Committee won’t pick the 2024 winner until September 2017. Five cities have declared for the 2024 race: LA, Paris, Rome, Budapest and Hamburg, Germany.

The tentative verdict: no major missteps. All good.

"No problem with [U.S. entry] visas. It was fantastic," the ANOC general secretary, Gunilla Lindberg of Sweden, said Friday, adding of the assembly and related events, "The organization went really well. I heard only positive comments."

Does that mean LA is on course to a sure victory?

Hardly.

Indeed, by most accounts, Paris is considered the 2024 front-runner.

"Two years is a long time," Paris 2024 chief executive Etienne Thobois said. "It's a long journey ahead. 'Favorite' doesn't mean anything."

The calm here simply mean it's on to whatever the future holds, with both the strengths and the challenges underscoring the American effort here this week on full display.

A clear and undisputed strength: Los Angeles mayor Eric Garcetti.

Garcetti, bid chairman Casey Wasserman and Janet Evans, the 1980s and 1990s Olympic swimming champ, make up the public face of the LA 2024 bid. The Olympic movement in recent years has rarely seen a personality like Garcetti: a mayor who leads from the front and in a style that is both fully American and decidedly international.

Garcetti got to welcome to the United States, among others, Tsunekazu Takeda, the Japanese IOC member and Tokyo 2020 leader who for the past year has also been the IOC’s global marketing commission chair.

Takeda speaks English. But no. Garcetti spoke with him in Japanese. When they parted, the mayor passed to Takeda a business card — in Japanese.

Meeting Julio Maglione, the IOC member from Uruguay who is president of both the international swimming federation, FINA, and PASO, the Pan-American Sports Organization, Garcetti spoke in Spanish.

South Sudan? Garcetti, a Rhodes Scholar some 20 years ago, knows the region; he said he lived in East Africa, studying Eritrean nationalism, in the mid-‘90s.

The mayor’s back story — which surely will become ever more widely known — is, truly, remarkable.

Garcetti served for years on the LA city council before becoming mayor. As LA Times columnist Steve Lopez wrote the week before that 2013 mayoral election:

“[Garcetti] seems to have done everything in his 42 years except pitch for the Dodgers and kayak to Borneo,” adding later in the column, ”He’s George Plimpton, Bono and Seinfeld’s Mr. Peterman all rolled into one. When he says: ‘And then there was the time I commandeered a snowmobile at the North Pole while on a climate-change fact-finding mission and located Salma Hayek’s lost purse in the frozen tundra,’ he’s not kidding. He actually did that. And Hayek said he’s a great dancer.”

It was salsa dancing, for the record. And one small correction: the dancing took part in Iqaluit, the provincial capital of Nunavut, Canada.

More from Lopez on Garcetti:

"He was a cheerleader, led his Columbia U. literary society, headed a discussion group on gender and sexuality and served the homeless while composing musicals. He went on to conduct research or serve humanitarian causes in Eritrea, Ethiopia and Burma, worked for Amnesty International and became a university instructor. And did I mention that he speaks fluent Spanish and currently serves as a Naval Reserve officer?"

Larry Probst, the USOC board chair, said of Garcetti, "That guy is our secret weapon." After this week, "He's no secret anymore."

Some 1200 people were accredited for the ANOC assembly, filling a huge hall on the lower level of the Washington Hilton. Garcetti called it “breathtaking” to see such global diversity on display.

Throughout his several days here, Garcetti played it very low-key, saying repeatedly he was here to listen and learn.

After the failures of Chicago 2016 and New York 2012, it’s abundantly plain that any American bid must walk a fine line between boldness and, probably even more important, humility.

As Garcetti told Associated Press, ”People want us to be assertive and brave about the Olympic movement but not to tip over to being arrogant. It’s like, 'Win it on your merits, be a good team player. We already know how big you are, how many athletes and medals you have. Just be one of us.' "

The USOC has in recent years been oft-criticized for not playing a role commensurate with its standing — or its expected standing — in the movement. To that end, Probst said at a Wednesday night welcome gala, no fewer than 10 world championships have been or will be staged in the United States this year alone.

Upcoming: the international weightlifting championships in Houston next month. Just past: the world road cycling championships in Richmond, Virginia, which attracted 640,000 people over nine days.

The USOC, Probst said, was “delighted” to play host to the ANOC meeting, part of a plan to “become a full partner in the Olympic family and appropriately engage everywhere we thought we could make a positive difference.”

ANOC president Sheik Ahmad al-Fahad al-Sabah of Kuwait, a major Olympic power-broker, said time and again this week how important it was to gather on American soil.

At a Tuesday dinner, he said, “I just want to [emphasize] that we are back in the United States,” he said. At Wednesday’s gala, he said, referring to the Americans, “You are a main stakeholder in the Olympic movement,” adding, “Come back,” and, “You are most welcome and a big part of this family.”

A key ANOC initiative: the development and staging of the so-called Beach Games, a bid to reach out to and more actively engage with teens and 20-somethings, arguably the key demographic in the Olympic sphere. The full ANOC assembly on Friday approved the awarding of a first Beach Games, to be held in 2017, to San Diego, at a projected cost in the range of $150 million; some 20 sports are to be on the program, including surfing, volleyball and triathlon.

Just two hours, maybe less, from Los Angeles?

To avoid conflict with the IOC rule that bars members from visiting bid cities, the San Diego event is due to be held in the days after the 2024 vote.

Like that is going to stop site visits by influence-makers in the Olympic world.

What? If someone is in San Diego, are they going to be fitted with five-ringed ankle-monitors to track them from making the short drive north to LA? Are trips to Disneyland, in Orange County, halfway between San Diego and LA, off-limits?

Silly, and, again, another reason why the no-visits rule ought to be dropped, even acknowledging all IOC paranoia about sport corruption, a topic that IOC president Thomas Bach visited at length from the dais Thursday in remarks about the FIFA scandal in which he did not even once mention the acronym “FIFA.”

“Follow the news,” Bach said, adding, “Think about what it means for you: it means for you that if you do not follow these basic principles of good governance, your credibility is at risk, that the credibility of all you may have done in the past and all the good things you are doing is at risk.”

The FIFA matter, sparked by a criminal investigation by the U.S. Department of Justice, clearly poses an uncertainty for any American 2024 effort. What will the status of that matter be by September 2017? And the status of would-be systemic FIFA reconstruction?

The sheikh, who also serves on the FIFA executive committee, sought here to strike a light tone. “FIFA — we believe FIFA needs a lot of reforms,” he said at Tuesday night’s dinner to laughter.

Also a U.S. challenge: how effective can any American delegation prove at lobbying the IOC for the big prize? There are three U.S. IOC members: Probst, Anita DeFrantz, Angela Ruggiero.

USOC chief executive Scott Blackmun and Probst have worked diligently for six years at relationship-building, and Blackmun is likely to assume an ever-wider role as the bid goes on. He struck exactly the right tone at Wednesday’s gala in exceedingly brief remarks: “It’s great to have you here in the United States.”

Meanwhile, the scene at that gala, and indeed for most of the week, highlighted a significant American challenge.

It’s typical at a large-scale Olympic gathering such as an ANOC assembly for a senior federal official from the host country, typically the rank of a president or prime minister, to make -- at the least -- an appearance at which all are welcomed to wherever and wished a good time.

Russian president Vladimir Putin, for instance, opened last week's World Olympians Forum in Moscow, with Bach and Monaco's Prince Albert on hand, calling for the "de-politicization of sports under international law."

Roughly half the 100 or so IOC members were here for the ANOC proceedings -- "almost ... a quorum," as the sheikh quipped. Thus: a major opportunity.

Tuesday? Wednesday? Thursday? No senior U.S. officials.

The mayor of Washington, Muriel Bowser, offered Thursday’s welcoming remarks. Washington and San Francisco were also in the U.S. mix for 2024 along with, of course, Boston.

"As you consider future sports event, please consider Washington, D.C., a worthy option,'' Bowser said, adding later, "See you in 2028."

Talk about off-message.

President Obama, of course, made a trip to the IOC session in Copenhagen in October 2009 to pitch for Chicago, which got booted in the first round of voting. Since then, the Obama White House has played it decidedly cool with the Olympic scene.

Within the IOC, Obama is typically mentioned in discussion either with the security-related logistics of that 2009 Copenhagen visit or his decision to politicize the U.S. delegation to the 2014 Sochi Games opening ceremony as a response to the Russian law banning gay “propaganda” to minors. He selected the tennis star Billie Jean King and two other openly gay athletes for the U.S. effort. (King ultimately made it to the closing ceremony; she was unable to attend the opening ceremony because of her mother’s death.)

In just over two years as IOC president, Bach has met with roughly 100 heads of government or state. Obama? No.

On Wednesday, while ANOC delegates gathered in DC, the First Lady, Michelle Obama, and Jill Biden, the vice president's wife, met with Britain's Prince Harry in Fort Belvoir, Virginia, not far away, to promote the 2016 Invictus Games. The Paralympic-style event, to be held next May in Orlando, Florida, is intended to raise awareness for wounded service members.

“OK, ladies, Prince Harry is here. Don’t act like you don’t notice!” Mrs. Obama said, adding at another point to laughs, “I’d like to apologize for all the gold medals we will win in Orlando.” The prince said in response, “You better bring it, USA!”

Later Wednesday, the prince met President Obama in the Oval Office, again to promote the Invictus project.

So -- on Friday morning, while the Rio 2016 delegation was already in the midst of its presentation to the assembly, what was this? A surprise appearance from vice president Joe Biden, the Olympic equivalent of a protocol drive-by.

The sheikh literally had to ask producers to stop a Rio 2016 beauty video as Biden stepped up to the microphone. There, flanked by the sheikh, Bach and Probst, Biden said he'd had breakfast earlier in the week with Garcetti, who had said it was an "oversight" that "no one from the administration has been here."

"He was right," Biden said. "It was an oversight. For that, I apologize. I am a poor substitute, and I am delighted to be here." He also called the Olympics the "single unifying principle in the world.''

More Biden: "I will be the captain of the U.S. Olympic team. I'm running 100 meters. Don't I wish I could! I bet every one of you here wish you could, too."

And this: "I am not here lobbying for any city. Though I do love Los Angeles. All kidding aside, Garcetti is my friend and he won't let me back in LA unless I say something nice."

Biden closed with a note that he intended to attend the Summer Games and that when he did, "I hope when I come up to you and say, 'Hello,' you won't say, 'Joe who?' "

And then he was gone, out of the big hall.

In all, just over seven minutes.

Did Biden -- like Putin -- say anything substantive? No.

Then again, the vice-president did show up. So, ultimately, the big-picture argument can be made, Probst calling Biden's appearance "incredibly important," adding, "The message is our government at the very highest levels cares about the Olympic movement, and I hope that's a message that will resonate."

Patrick Hickey, the IOC executive board member who is also head of the European Olympic Committees, called Biden's remarks "most charming" and his appearance a "superb move," observing that "lots of people" had remarked about the prior absence of a ranking administration official.

And security? This was not Copenhagen in 2009. No disruptions. The room wasn't suddenly cleared and swept. There were no -- there have not been all week -- airport-style metal detectors.

This, then, is perhaps the ultimate take-away of this week, one likely to emerge as a key talking point for LA24 and the USOC: the United States is different. Yes, there are 206 national Olympic committees. The way stuff gets done in the U.S. can often be different than anywhere else. Not better, not worse. Just different. But, for sure, it gets done.

For emphasis: different does not mean better or worse. It's just -- different.

Come January 2017, meantime, the issue of U.S. federal involvement may prove a minor footnote in the 2024 Olympic story. That's eight months before the IOC election. That's when a new U.S. president takes office. Maybe even sooner -- whenever it will be in 2016 that the Democratic and Republican presidential nominees assume their roles.

For now, Probst said, referring to Garcetti, "We're thrilled this guy is here."

USATF bids for kumbaya, for real

INDIANAPOLIS — For years, USA Track & Field was arguably the most dysfunctional of the major sports federations in the American Olympic scene. Personality politics ruled. Budgets stayed flat. Almost every decision seemed to be met with argument or that more basic question: what’s in it for me?

As any business or management expert would affirm, culture change is maybe the hardest thing ever.

Underway now at USATF, for anyone not stuck in the past and willing to look with more than a glancing pass, is a profound culture shift for the better.

Instead of being combative — first, last and always — USATF increasingly finds itself on the road to collaboration and cooperation.

A session Saturday at an Indianapolis hotel room underscored that reality amid a master’s class in leadership from Steve Miller, the USATF board chair, and Max Siegel, the organization’s chief executive.

Siegel came dressed for the meeting in an untucked business shirt; Miller, in a black polo and black loafers with no socks. Ties and jackets? No way. Disarming? To the, well, max.

Siegel called the session Saturday a “conversation” among “key stakeholders.”

Miller said, “Together we have a chance to change the sport. Separately, we have no chance.”

At another point, Miller said, “We are in this together. We have a chance to move the organization forward. We have a chance to do some things that have never been done before. We have a chance to end the repetitiveness of the five-year, the 10-year, the 20-year conversations,” the loop that inevitably led to accusations, drama, friction and more, almost none of it constructive.

Under the direction of Siegel, chief executive since May 2012, USATF has made significant financial strides. Its 2016 budget is a projected $35 million, about double what it has been in recent years — and that is without the benefit of the roughly $500 million 23-year Nike deal, which kicks in the year after.

USATF’s logical next step: streamlining its governance.

In the wake of a meeting three weeks ago at which USATF and its Athlete Advisory Committee agreed in principle on a revenue distribution plan that will deliver $9 million in cash to athletes over the next five years, the session at Indianapolis’ Alexander Hotel was called to bring together nearly 50 people — from all over the country — to discuss “law and legislation” changes.

That is, governance.

As Duffy Mahoney, USATF’s chief of high performance, said Saturday, there’s a big difference between governance and politics.

Politics is important, of course, and grabs headlines.

Governance gets stuff done.

No one cares about governance until, actually, they do care.

The close cousin of governance is process. Process is not sexy. No one cares about process.

Again, until they do care.

Example A: the process by which the USATF board last year chose Stephanie Hightower, now the USATF president, to be the federation’s nominee to the IAAF council, the sport’s international governing body, in place of Bob Hersh, who had served for 16 years.

Hightower would go on in August to be the highest vote-getter at IAAF elections in Beijing.

The process, which played out at last year’s USATF annual meeting in Anaheim, California, called first for a general assembly vote.

Most importantly, though arguably not well-communicated, that vote was merely a recommendation to the USATF board of directors — who could overrule it, by two-thirds vote.

Hersh won the floor vote.

The board, though, selected Hightower, believing in her and in a new direction amid major changes coming up at the IAAF, including the election of a new president to replace Lamine Diack of Senegal, who served atop the international federation for 16 years.

In August, the IAAF picked Britain’s Seb Coe as its new president. He defeated Ukraine’s Sergei Bubka.

On Saturday,  two activists spoke at length in favor of proposed rules changes -- Becca Peter, who lives near Seattle, and David Greifinger, a Santa Monica, California-based lawyer.

Greifinger returned time and again to the same theme: democracy.

"That has worked in this country for a long time," he said at one moment.

For sure.

But the United States is not a pure democracy. It is a representative democracy.

As Miller observed, "The popular vote in our country does not always elect the president."

Moreover, democracy is not the same as leadership. And what nations, companies and non-profit sports organizations such as USATF need way more of is less pure democracy -- the USOC slimmed its board down from 115 to 15, and USATF is also down to 15 from 32 and, before that, over 100 -- and more leadership.

"It's one of those things about leadership," Miller said. "You don’t get elected and [suddenly] know everything about leadership."

Nothing at Saturday’s meeting will in any way prove binding. Indeed, the entire thrust was to set the stage for this year’s annual get-together, in about five weeks in Houston.

Two proposals -- both sparked by the process that saw Hightower picked for the IAAF -- may well show up in Houston:

The first, advanced by Peter: to bar the IAAF council member from simultaneously serving as USATF president or CEO. In Saturday’s straw poll, that got two votes.

“You have to get the best person for the job,” the agent Tony Campbell said. “If the best person is wearing two hats, so be it.”

The second: to provide that the USATF general assembly elect the IAAF rep. Straw vote: one in favor.

“Why change this now?” asked Robin Brown-Beamon, the Florida-based association president. "It worked.”

To laughter in the room, Sharrieffa Barksdale, the 1984 Olympic hurdler, said, referring to Greifinger, "If you have ever seen the movie ‘Frozen,’ David — let it go!”

An even-better cultural touchstone, referred to indirectly several times by Miller: "We're all in this together," the pitch-perfect tune from the 2006 hit movie "High School Musical."

This was the theme three weeks ago, at the meeting with the athletes that led to agreement.

And that set the tone for Saturday’s get-together.

Reminding one and all that the metric that matters most is how many medals the U.S. team collects next summer at the Rio 2016 Games, Moushami Robinson, a gold medalist in the women's 4x400 relay at the Athens 2004 Olympics, said, “It’s time to move past the residue so we can get done what we need to get done.”

Added Dwight Phillips, the 2004 Olympic and four-time world long jump champion who is now chair of the Athletes’ Advisory Committee, “It has always been competitive: ‘Let’s fight, let’s fight, let’s fight.’ How about, ‘Let’s compromise, let’s come to an agreement.’ And we’ll see progress.”

To be sure, disagreement and discussion are always part of any institutional process. And that’s totally healthy.

At the same time, USATF’s long-running dysfunction, the temptation to immediately and vociferously wonder if the sky is falling, and now, often bore echoes of the same woes that for years beset the U.S. Olympic Committee — until the USOC, too, made needed governance changes (slimming down that board of directors) and putting people in place who know what they’re doing (in particular, chief executive Scott Blackmun, in early 2010).

Now it’s USATF’s turn to look forward — to acknowledge that while discussion and dissent have a place, so, too, do compromise and turning the page.

Another proposal advanced by Greifinger:

— The USATF board now numbers 15. Six are representatives of what’s called “constituent-based” groups, including youth, officials and coaches. The current reps are selected by a process that includes nominations and slates and further complications. What if those six reps were elected by their constituents?

The consensus Saturday: fine.

Even so, it was also generally agreed, whoever gets put up for any of those six slots must pass some sort of vetting. Details obviously remain to be worked out but it's common-sense they would include a background check, drug testing and, to be obvious, a passport for the international travel that track and field demands.

And this notion, put forward by Rubin Carter and Lionel Leach:

— Make the CEO “confer and agree” with volunteer leadership on a variety of decisions.

Confer? Sure, as appropriate, Siegel said.

Secure agreement? Not workable, Siegel said, to widespread assent.

How could he sign off on this deal or that if he had to secure the OK of volunteers who might -- or very well might not -- hold particular expertise?

Siegel also noted the unintended consequence of such a provision: “no accountability for my performance.” If everything had to be run by volunteers of different stripes, how in the real world to gain an accurate measure of what Siegel did, or didn't, get done?

This, of course, is exactly the move the USOC made -- away from volunteer leadership and toward empowerment of a professional CEO and staff.

Houston and the annual meeting await.

For the first time in a long time, maybe ever, the focus at USATF is not on what happened before -- the recrimination attendant to reliving and rehashing the past.

As Miller said, “We are in this together. We have a chance to move the organization forward.

“We have a chance to do some things that have never been done before," on the track and and off: "We have a chance to end the repetitiveness of the five-year, the 10-year, the 20-year conversation.”

Olympic trend-setter: beach volleyball

FORT LAUDERDALE, Fla. — The International Olympic Committee has had great success at its Winter Games in recognizing that change can be a good thing. Recent years have seen the addition to the Winter program of, among others, snowboarding and slopestyle. Coming next: Big Air. When it comes to the Summer Games — not so much.

That’s why the recently announced additions to the Tokyo 2020 Games of sports such as skateboarding, surfing and climbing -- assuming technical and political problems can be smoothed over -- make for welcome, and long overdue, additions.

In recent years, the IOC, in a bid to reach out to the teens and 20-somethings it avowedly is so interested in reaching, has added BMX cycling to the program. And, before that, beach volleyball.

Nothing — repeat, nothing — highlights the way forward like beach volleyball.

It is, to quote the president of the FIVB, volleyball’s international governing body, Brazil’s Dr. Ary S. Graça, centered on two essentials -- technology and innovation.

Beach volleyball is, altogether and all at once, sport, music, show, scene, party, cultural touchstone.

In those regards -- just like, well, skate, surf and climb.

To play beach volleyball, the women wear bikinis, visors and sunglasses; the guys tank tops, board shorts, baseball caps and shades. In the stands, here at this week’s Swatch 2015 Tour finals, the picture was much the same — bikinis, board shorts, headgear, shades.

Just outside: stands for lemonade. But also margaritas and cold beers.

And a photo booth.

And a contraption, like the one set up at the NFL Combine, where you can see how high you might jump.

As for jumping: before Sunday's men's gold-medal match, between Americans Nick Lucena and Phil Dalhausser and Brazilians Alison Cerutti and Bruno Oscar Schmidt, a gaggle of skydivers from the Red Bull Air Force dropped in, parachuting in from a plane flying out over the nearby Atlantic Ocean.

Standard fare for the NFL, maybe. But Olympic sports? When was the last time you saw a parachute drop to open a modern pentathlon event?

Beach volleyball is not just easy on the eyes. It’s easy — even if you’re new to the sport — to understand.

Scoring is straightforward and common-sense. First team to 21 wins the set; you have to win a set by two points. Two sets wins the match. If there’s a tie after two sets of 21, first one to 15 (again, by two) is the winner.

The average match lasts about 45 minutes, maybe 100 rallies.

Sunday's women's gold-medal event -- Brazil's Talita Antunes and Larissa Franca defeated Laura Ludwig and Kira Walkenhorst, 21-17, 21-18 -- took 39 minutes.

The guys got it done in 38 minutes, Brazil's Alison and Bruno -- as they are known in beach volley circles -- defeating the Americans Lucena and Dalhausser, 21-13, 21-15.

Between every single point, a (loud) rock or hip-hop snippet blasts the speakers — the audio version of a video Vine.

The announcers are amped up, over-the-top, always on, all the time. “If you’re dancing,” one shouted to the crowd amid Saturday’s semifinals, the cameras will find you,” meaning time on the big screens at either end of the court. What do you know? The camera found two young women, one in a blue bikini top, the other wearing yellow.

The announcer cooed: “Hello, ladies!”

At some point, “T-Shirt Steve” is bound to show up and fires free shirts into the crowd.

Cheerleaders come out routinely and shake their groove thing.

Sunny the mascot also did a lot of dancing. And crowd-surfing.

All of this got the crowd so pumped-up for the second of Saturday’s two men’s semifinals — won by Americans Nick Lucena and Phil Dalhausser, both with Florida roots, over a Dutch team — that, afterward, Lucena hopped the restraining wall and high-fived everyone in sight.

“It was probably the ‘funnest’ match I’ve played in, ever,” Dalhausser said.

Lucena called the atmosphere the “most-electric” of any U.S. match he has ever played.

Holland's Robert Meeuwsen, along with Alexander Brouwer the Dutch team that fell to the Americans in Saturday's semis: "The tournament was great. We hope there are more like this. The crowd was really great."

Coming soon: LED nets. If that’s not clear, LED nets mean this: the nets will light up with messages.

On Sunday, Graça made public a nine-point strategic plan that centers on positioning volleyball as “the No. 1 family entertainment sport in the world.”

Note the "family" part.

And that it's not just “sport.”

Nor just “entertainment.

Again,  “the No. 1 family entertainment sport” anywhere, with an emphasis on the sport’s reach and popularity among teen girls.

Graça: “The public is going [to matches] to have fun. Not only to see the sport. But to have fun.”

He made a fascinating point — that any number of sports feature what he most deliberately called “violence.”

In combat sports, the violence is real.

But take soccer. Outright assault-style violence? Maybe not often (except in the stands). But rough tackling? Aggressive defensive marking? For sure.

Volleyball, especially the beach version? High-fives and hugs after virtually every point.

“We are giving a new option to the public,” Graça said. “You can choose. If you like violence, OK, you go to a sport where there is a lot of contact and violence. If you don’t, you have a lot of options, and that is volleyball.”

It is the case that volleyball’s plan bears more than a passing resemblance to the nine “smart goals” that USA Track & FIeld chief executive Max Siegel, one of the few executives in the Olympic world ahead of the power curve, set forth at the 2012 annual meeting, his first in charge.

That said, volleyball is looking at unprecedented opportunity. Just ahead: the double bang of Rio 2016, where the sport is not only going to be the big ticket but multiple Brazilian medalists are a distinct possibility, and Tokyo 2020, where volleyball is also big.

It only makes sense to outline a framework like the one Graça did Sunday.

Objectives include becoming a top-tier Olympic sport, along with track and field, swimming and gymnastics; reaching 2 million users on FIVB digital platforms by next year (it made 1 million last month); signing four new global sponsors by 2020; and growing the federation’s annual income, now $31 million, to $66 million by 2020.

How to do this will take “working,” as Graça said repeatedly Sunday. It also will, as he observed several times, take this other factor:

“TV, TV, TV.”

One:

The stadium here holds maybe 3,500. Even if that’s 3,500 whipped-up believers and converts, how does that translate to national or global reach?

Two:

Beach volleyball may already be video and digital miles ahead of almost everyone else in the Olympic movement in one regard — relying on Red Bull’s world-class production expertise, it now cuts and makes available, for free, match (and more) video.

For instance: it’s understood it might well be too expensive now for a German TV crew to travel to Florida for a tourney that runs to multiple days. But when a German team does something noteworthy, like Ludwig and Walkenhorst in making it all the way to Sunday's finals before losing, the mechanism is now in place to call TV outlets in Munich, Berlin, Bonn, Hamburg, wherever, and say, would you like 30 seconds or two minutes on the silver medalists?

Who wouldn’t?

Same idea for certain digital platforms

Click on Red Bull’s Snapchat story Sunday — there, among other stuff, is the Fort Lauderdale event.

It’s not clear who else in the Olympic scene is using Snapchat.

Or, for that matter, if many Olympic federation or national Olympic committee executives even know what it is.

Be assured, however, that young people by the millions know -- and use -- Snapchat.

Graça, again: “We need TV. Without TV, we are going nowhere. But also we have now this social media that is very important.

“I want to talk to 100 million people. And we can do it.”