Koffler Means Business Trying to Rebuild Artesia

Armed with a bachelor’s degree in public administration from USC and five years’ experience as a backup quarterback, Matt Koffler thought he possessed the ideal credentials for a career in business.

He began a training program, only to discover how much he disliked his career choice.

“I just didn’t like upper management, customers and the people in general,” he said. “I wanted my own leeway.”

Koffler decided to reverse fields, trading his suit and tie for shorts and a whistle.

At 24, he was hired as football coach at Rosemead High, his alma mater, in 1999. Three seasons later, Rosemead reached the Division VII semifinals. Last month, Koffler accepted another challenge, taking over as coach at Lakewood Artesia, which was 2-7 last season.

He begins spring practice Monday, thrilled to be teaching and coaching. He’s even using some of the lessons learned from his business classes, such as how to be a turnaround specialist and what is required to be a motivational speaker.

“I enjoy people telling me, my coaches and players that we can’t do things, that we can’t win at Artesia and we’re not disciplined,” he said. “That’s what drives me and motivates me.”

Artesia has lost its share of players to nearby Los Alamitos, a Southern Section Division I power, but those days are about to end, if Koffler has any say. He’s asking his players to believe in themselves and the program.

“We played South Hills last year,” he said. “They had five guys sign Division I. I didn’t sign anyone, and we beat them because they believed.”

Koffler had former USC coach John Robinson write a letter of recommendation when he was interviewing for the Artesia job. Koffler spent five seasons, from 1992 through 1996, as a reserve USC quarterback. He completed the longest touchdown pass play in USC history, 97 yards, to R. Jay Soward. He also received tutoring from offensive coordinator Mike Riley.

“I had an experience that I think is awesome,” he said. “What it is like to run out of the tunnel five times against Notre Dame and the heated rivalry against UCLA. [Players] can go home and tell their parents, ‘My coach played at USC,’ arguably one of the best football programs of all time.”

Except what will Koffler do when UCLA fans ask why he was 0-5 against the Bruins?

“I just present the facts,” he said. “They’ve won five Rose Bowls, and we’ve won 20.”

The first priority for Koffler is finding a quarterback. He’s putting in a West Coast offense, similar to what he ran at Rosemead, where his quarterback passed for more than 2,000 yards last season with only two interceptions.

“I’m searching,” he said. “It’s going to take extra work on my part.”

He’ll serve as his team’s offensive coordinator.

“I enjoy putting on the headphones,” he said. “It’s still like playing. I get nervous. I feel the same competitiveness as the players.”

Koffler lives in Huntington Beach with his wife, an elementary-school teacher.

All he’s going to ask of his players is that they work hard.

“I try to be very positive,” he said. “I think these guys need positive. They don’t want to be yelled at every day, just like I didn’t want to be yelled at every day. I’m trying to get it in their heads, if they work hard, good things will happen.”

*

Division I finalist Huntington Beach Edison is trying to rebuild its offense around All-Southern Section quarterback Tommy Grady. The running game should receive a boost from transfer Andy Avila, who played at Santa Ana Calvary Chapel.

Adding speed is Jared Balbas, who was a top skill-position player as a freshman, quit football as a sophomore to play club soccer, but has returned.

*

For once, Westlake, Newbury Park or Simi Valley Royal isn’t the Marmonte League title favorite. Give the nod to Agoura, which has six starters returning on defense and five on offense. Offensive guard P.J. Irvin, who weighs 280 pounds, has committed to UCLA.

Coach Charlie Wegher has hired three former NFL players--Clay Matthews, Erik Kramer and Ryan Wetnight--as assistant coaches.

At the very least, Royal senior quarterback Kyle Uebelhardt will have the best voice in the Marmonte League. He’s an opera singer with a 4.0 GPA. He’s going to Harvard for a summer quarterback camp.

*

Santa Ana Mater Dei Coach Bruce Rollinson is keeping quiet about which of his talented sophomores might play varsity this fall. He had two undefeated freshman teams.

One sophomore who will certainly be on the varsity is quarterback Jason Forcier, a 6-foot-2, 190-pounder who could win the starting job.

The best player at Mater Dei is Brandon Nicolas, a 6-3, 245-pound junior defensive lineman.

*

It won’t be long before college recruiters start paying attention to Granada Hills lineman Matt Streid, who is 6-1, 267 pounds.

He started on defense as a sophomore in last year’s playoff against Carson. After a year in the weight room, he’s expected to do lots of damage to West Valley League teams.

Anthony Dickson, who rushed for 1,258 yards as a sophomore at Van Nuys Grant last season, has enrolled at Birmingham.

Eric Sondheimer can be reached at eric.sondheimer@latimes.com.