Thursday, July 17, 2008

Fox Sports Blog: The False Perception of the Dallas Cowboys

Mention the Dallas Cowboys in any circle, and the conversation is sure to get heated. The Cowboys (and perhaps the Patriots) are the most loved and most hated team in the NFL. While Dallas has taken great strides in cleaning up the "character issues" of the '90's, there is still a false perception of thuggery and criminal behavior, where once again, as in the '90's, the inmates are running the asylum. The truth is, this misconception couldn't be farther from the truth.

Foundation Of The Modern Misconception

During the 1990's the Dallas Cowboys rivaled the soap opera show Dallas for most intense drama. The most flamboyant Cowboy of all - Michael Irvin - made J.R. Ewing look comparatively tame and innocent. There were story lines of sex, drugs, attempted murder and murder for hire allegations that made it quite embarrassing to be a Cowboy fan.

Fans saw Irvin, the Cowboys' All-Pro receiver and a married man, charged with felony drug possession. They saw a man purported to be Irvin on secretly recorded videotape, talking about buying and using drugs. They read about an extortionist who, alleging that Irvin owed him money for drugs, threatened to blow up the offices of Irvin's attorney.

And then, in the story's darkest twist, fans learned that a Dallas police officer was accused of soliciting Irvin's murder after the football star reportedly threatened the officer's girlfriend (a stripper), a potential witness against him.

There was "The White House," code among the Dallas Cowboys of the 1990's for a house nearby their practice facility where some partook in illegal activities. "We got a little place over here where we're running some #### in and out, trying to be responsible," as Nate Newton said, "and we're criticized for that, too."

Remember this all came on the coat tails of Jerry Jones firing Tom Landry, one of the most revered members of the Cowboys franchise. As the story goes, Mr. Landry was playing golf in Austin when he received the news via telephone from a friend who had heard on the radio that Landry was fired and that he was replaced by University Of Miami coach Jimmy Johnson.

Personally, I struggled with the questions like "What does a city gain if it wins a Super Bowl but loses its soul? Do we forgive Irvin and forget because he catches passes and wins games?

A Change In Course

In May of 1997 Former Dallas Cowboys star Calvin Hill and his wife Janet were hired by Cowboys owner Jerry Jones as consultants for the team, which was in dire need of image reshaping. This came on the heels of when, from October 1995 to November 1996, five Cowboys players were suspended by the NFL for a total of seven times for alcohol or substance abuse.

The Hills, parents of NBA model citizen and superstar Grant Hill, agreed to be consultants after a nationwide search by Jones. Mrs. Hill was vice president of the corporate consulting firm Alexander & Associates in Washington, D.C., which she founded.

Mr. Hill, formerly a vice president for the Baltimore Orioles, was an independent consultant. Mr Hill was also a consultant to the Cleveland Browns. As a consultant with the Cleveland, he helped form a group of Cleveland Browns' players to control and eliminate drug and alcohol related problems. Mr. Hill has written several articles on sports and academia for national publications, makes appearances at university campuses and business firms, throughout the United States. He addresses several topics including the problem of drugs and alcohol and the work needed in this area, and the important relationship of sports and academia.

As consultants they devised a wide-range plan that called for hiring of additional managers and staff. It was the Hills' job to create a support system that would try to teach players how to keep their personal lives safer and saner. They created a number of programs including family assistance, drug and alcohol abuse treatment, and career counseling. Calvin was enthusiastic about the Cowboys' future a year later, when he spoke to The Hartford Courant: "When I went to Dallas, I was expecting a team full of characters....what I found was a team of character. People tend to let a couple of incidents color the perception....Fame is a microscope, and with the Cowboys, it's an electron microscope."

The Cowboys clearly needed to assist players who were dealing poorly with fame and fortune. The Hills' work with the team is part of a larger trend towards support programs in college and professional sports. "I wish I could tell each guy here to put all the money away for a couple of years until they figure out what to do with it," he said in the Hartford Courant; "The problem is, these young men are socialized a certain way ... and then they are given more money than they ever could have envisioned. They get all that money and fame too quickly, before they know how to handle it," he continued. The personal problems professional athletes face are well known to the Hills, not only because of Calvin's experiences in the NFL, but because of their son Grant's career in the NBA. Speaking of Grant's entry into professional basketball in the Dallas Morning News, Calvin remembered, "We were scared to death ... because we know what's out there."

A New Direction

The Cowboys organization, unlike every other NFL team, has the infrastructure in place to handle NFL malcontents. Calvin Hill serves in that capacity, and given Dallas' success rate with not only keeping these guys out of trouble but getting them to be productive on the field, I'd say he's doing a pretty good job. No player on the Dallas Cowboys roster has been in legal trouble, as a Dallas Cowboy. NO other team in the NFL can say that.

The image and success Calvin Hill has brought to Dallas has been tested repeatedly by Jerry Jones. Before the Hills ever came to Dallas, Jones had a penchant for taking on basket cases, beginning with the remolding of Charles Haley. After having a falling out with the 49ers head coach George Seifert and a physical confrontation with then 49ers QB Steve Young, Haley was traded to Dallas - the only team willing to take on Haley and his violent temper - in the 1992 off-season. With the Cowboys he became a model citizen and team leader while winning three more Super Bowl rings over the next four seasons in 1992, 1993, and 1995.

Calvin Hill's work had an impact on the Cowboys draft choices also. Randy Moss grew up a Cowboys fan and wanted to play for the Cowboys. The Cowboys wanted Moss, but due to many off-field incidents of their own, Jerry Jones did not feel they could draft Moss. Michael Irvin even called to apologize to Moss, because Irvin's own off-field problems were a main reason Moss was not drafted by Dallas.

Since that draft, Moss has made a history out of beating up on the Cowboys. Before he was drafted, Randy Moss had stood outside the D/FW Marriott following his pre-draft visit to the Cowboys and vowed to make every team that passed on him pay. Perhaps Jerry Jones should have listened. Jones and the Cowboys chose not to take a chance on Moss, given their success with avoiding character issue baggage. Perhaps the greatest thrill in Moss' career come from torching Dallas at every opportunity. He seems to have his best games living up to that pre-draft vow.

In 2003 the Cowboys went 10-6 with Quincy Carter as the starting quarterback and got back in the playoffs in Bill Parcells’ first year in Dallas. Carter passed for 3,305 yards with 17 touchdowns as the Cowboys advanced to the playoffs for the first time since 1999. Carter, a 2nd round draft pick in 2001, was released by Coach Bill Parcells - for what is believed to be a failed in house drug test - under Dallas' strict code of conduct policy. Carter could not be trusted with the leadership of the team. Strike one, you're out.

NFL Crime Blotter

In February 2007 ProFootballTalk.com began tracking NFL players, coaches and team reps arrests and incidents with what is called their "Turd Watch".

Turd Watch is a device for tracking and publicizing player arrests and convictions. Though some might find the name to be unpleasant, NFL scouts, coaches, players, and agents commonly use the term "turd" in reference to guys who are, well, turds. Take a look at the results - warning - the number of incidents is shocking:

7/10/08: Jaguars WR Matt Jones is arrested for felony possession of a controlled substance.

7/9/08: Pats RB Kevin Faulk pleads no contest to marijuana possession.

7/7/08: Seahawks LB Lofa Tatupu pleads guilty to DUI.

6/30/08: Pats DB Willie Andrews is arrested for assault with a dangerous weapon, a felony, and unlawful possession of a firearm.

6/28/08: Ravens DB Derrick Martin is arrested for possession of marijuana.

6/27/08: Bills RB Marshawn #### pleads guilty to failure to exercise due care, avoiding charges of hit-and-run.

6/24/08: Cardinals OL Brandon Keith pleads guilty to misdemeanor rioting and interference with official acts.

6/24/08: It is reported for the first time that Broncos WR Brandon Marshall was arrested for misdemeanor domestic battery on March 6.

6/24/08: It is reported for the first time that LB Jordon Dizon was arrested six days before the draft for su####ion of DUI; he was drafted by the Lions six days later.

6/23/08: Panthers WR Dwayne Jarrett pleads guilty to driving while impaired.

6/22/08: Titans DE Jevon Kearse is arrested for DUI.

6/21/08: Giants DB Geoffrey Pope is detained for questioning regarding potential felony battery charges. (On June 23, Pope was cleared of all charges.)

6/18/08: Cardinals RB J.J. Arrington is arrested for disorderly conduct.

6/15/08: Falcons S Daren Stone is arrested for DUI.

6/13/08: Titans WR Brandon Jones is arrested for misdemeanor possession of an unlawful firearm.

6/7/08: Bears RB Cedric Benson is arrested for DUI.

5/30/08: Jaguars S Gerald Sensabaugh is arrested for reckless driving; he was doing wheelies on a motorcycle.

5/24/08: 49ers LB Ezra Butler is arrested for DUI and possession of marijuana.

5/20/08: Saints DE Charles Grant is indicted on charges of involuntary manslaughter and misdemeanor fighting.

5/10/08: Seahawks LB Lofa Tatupu is arrested for su####ion of DUI.

5/3/08: Falcons LB Michael Boley is arrested and charged with misdemeanor battery.

5/3/08: Bears RB Cedric Benson is arrested for boating while intoxicated and resisting arrest, both misdemeanors.

4/27/08: Patriots OL Nick Kaczur is arrested for illegal prescription of painkillers.

4/27/08: The Cardinals draft OT Brandon Keith with three pending misdemeanors – disorderly conduct, rioting, and interfering with officials.

4/27/08: The Titans draft LB Stanford Keglar with three pending misdemeanors — battery, false informing, and disorderly conduct.

4/27/08: The Eagles draft CB Jack Ikegwuonu with a pending misdemeanor (criminal trespass) and a pending felony (residential burglary).

4/27/08: The Bengals draft DT Jason Shirley despite three pending misdemeanors — hit-and-run, driving under the influence, and driving with a blood-alcohol content of .08 percent or higher.

4/26/08: The Chargers draft LB DeJuan Tribble despite a pending misdemeanor charge of assault and battery and a pending felony charge of assault and battery with a deadly weapon.

4/26/08: The Lions draft OT Gosder Cherilus despite a pending misdemeanor charge of assault and battery and a pending felony charge of assault and battery with a deadly weapon.

4/26/08: Lions S Kalvin Pearson is arrested for felony aggravated battery of a female, felony domestic battery by strangulation, and misdemeanor obstruction or opposing of an officer.

4/21/08: Seahawks DT Rocky Bernard is arrested for investigation of domestic violence assault, a misdemeanor.

4/20/08: Colts RB Kenton Keith is arrested on four misdemeanors — public intoxication, disorderly conduct, resisting law enforcement, and contributing to the delinquency of a minor.

4/13/08: 49ers CB Donald Strickland has been arrested for misdemeanor public intoxication and misdemeanor resisting arrest.

4/11/08: Dolphins FB Regan Mauia is arrested and charged with misdemeanor battery.

4/9/08: Eagles DT Mike Patterson is found guilty of careless driving: likely to endanger a person.

4/3/08: Browns CB Kenny Wright is arrested and charged with unlawful restraint, evading arrest and fleeing, and possession of marijuana.

4/3/08: Bengals WR Chris Henry is arrested for assault and criminal damaging.

3/28/08: Giants LB Antonio Pierce pleads guilty to animal neglect.

3/19/08: Steelers WR Cedrick Wilson is arrested for simple assault, harassment, and disorderly conduct.

3/16/08: Texans WR Jacoby Jones is arrested for misdemeanor DUI.

3/15/08: Titans RB Lendale White is cited for destruction of property, disobedience to a lawful order, and interference and resisting.

3/12/08: Packers LB Nick Barnett pleads no contest to misdemeanor disorderly conduct.

3/11/08: Titans assistant coach Chuck Cecil pleads guilty to reckless driving.

3/11/08: Panthers WR Dwayne Jarrett is arrested for misdemeanor driving while impaired.

3/8/08: Steelers LB James Harrison is arrested for misdemeanor assault and criminal mischief.

3/1/08: Browns CB Kenny Wright is charged with possession of marijuana.

3/1/08: Broncos DT Marcus Thomas is arrested for felony cocaine possession.

2/24/08: Vikings LT Bryant McKinnie is arrested for felony aggravated battery, misdemeanor disorderly conduct, and resisting arrest without violence.

2/22/08: Patriots RB Kevin Faulk is charged with misdemeanor marijuana possession.

2/19/08: Raiders CB Fabian Washington is arrested for misdemeanor domestic battery.

2/19/08: Broncos RB Andre Hall is arrested for driving on a revoked license, a misdemeanor.

2/17/08: Texans WR Jerome Mathis is arrested for choking his pregnant girlfriend, a misdemeanor.

2/16/08: Eagles DT Mike Patterson is arrested and charged with misdemeanor marijuana possession, driving while in possession of a controlled dangerous substance, and careless driving: likely to endager a person.

2/15/08: Bills WR Roscoe Parrish is arrested for misdemeanor DUI.

2/15/08: Titans CB Pacman Jones pleads guilty to felony obstruction of a police officer.

2/5/08: Pats DB Willie Andrews is arrested for possession of marijuana with intent to distribute, a felony.


2/1/08: Dolphins linebacker Matt Roth is charged with misdemeanor public intoxication.

2/1/08: Giants defensive end Adrian Awasom is arrested for misdemeanor DUI.

1/22/08: Dolphins linebacker Channing Crowder is charged with misdemeanor leaving the scene of an accident.

1/15/08: Jaguars defensive end Brett Hawkins is arrested for DUI.

1/11/08: Broncos tight end Daniel Graham is arrested for misdemeanor harassment.

12/29/07: Ravens safety Gerome Sapp is charged with misdemeanor assault.

12/28/07: Jaguars offensive lineman Stocker McDougle is arrested and charged with felony battery on a person over the age of 65 and misdemeanor touch-strike battery.

12/28/07: Seahawks radio analyst Warren Moon is arrested for su####ion of misdemeanor DUI and driving on a suspended license.

12/25/07: Dolphins assistant coach Mike Dumas is arrested for simple battery.

12/26/07: Vikings defensive end Darrion Scott is arrested for misdemeanor possession of marijuana.

12/13/07: Vikings safety Dwight Smith is arrested for misdemeanor possession of marijuana and obstructing traffic.

12/8/07: Broncos punter Todd Sauerbrun is cited for misdemeanor assault.

12/6/07: Bucs assistant coach Dwayne Stukes is arrested for misdemeanor DUI.

12/1/07: Broncos QB Darrell Hackney is arrested for su####ion of misdemeanor DUI.

11/29/07: Texans OL Chester Pitts is charged with felony evading of police.

11/19/07: Bucs LB Cato June is arrested for misdemeanor DUI.

11/3/07: Jaguars OL Richard Collier is arrested for misdemeanor DUI.

11/3/07: Jaguars LB Justin Durant is charged with misdemeanor resisting arrest without violence.

10/23/07: Rams OL Claude Terrell is arrested for misdemeanor assault.

10/22/07: Broncos WR Brandon Marshall is arrested for su####ion of DUI.

10/16/07: Rams TE Dominique Byrd pleads no contest to DUI charges.

10/15/07: Bills DE Anthony Hargove pleads guilty to disorderly conduct charges.

10/12/07: Redskins OL Kili Lefotu is arrested and charged with simple assault, public drunkenness, and destruction of property.

10/11/07: Steelers RB Najeh Davenport is charged with domestic violence, endangering children, and unlawful restraint, all misdemeanors.

10/9/07: Packers LB Nick Barnett is charged with two counts of disorderly conduct arising from a prior arrest for one count of disorderly conduct.

10/4/07: Bears LB Lance Briggs pleads guilty to misdemeanor leaving the scene of an accident.

9/29/07: Jaguars tackle Khalif Barnes is charged with misdemeanor leaving the scene of an accident.

9/25/07: Falcons quarterback Mike Vick is indicted for beating or killing or causing dogs to fight other dogs and engaging in or promoting dogfighting; both are felonies.

9/15/07: Titans assistant coach Chuck Cecil is charged with DUI, a misdemeanor.

9/5/07: Browns CB Leigh Bodden is charged with aggravated disorderly conduct and resisting arrest, both misdemeanors.

8/27/07: Falcons QB Mike Vick pleads guilty to one count of felony conspiracy to engage in illegal gambling and dog fighting.

8/27/07: Bears LB Lance Briggs is charged with misdemeanor leaving the scene of an accident.

8/23/07: Buccaneers WR David Boston is arrested for misdemeanor DUI.

8/17/07: Vikings DT Fred Evans pleads guilty to two felony charges.

8/13/07: Vikings sign DT Fred Evans while he is still facing misdemeanor charges of disorderly conduct and trespassing, and "multiple" felony counts of resisting arrest with violence and battery on a police officer

8/6/07: Seahawks radio analyst Warren Moon pleads guilty to negligent driving.

8/5/07: Bills DE Anthony Hargrove is arrested and charged with misdemeanor harassment, criminal mischief, and resisting arrest.

7/26/07: Panthers OL Jeremy Bridges is arrested and charged with misdemeanor assault.

7/24/07: It is first reported that Dolphins WR Kelly Campbell was arrested and charged with felony marijuana possession, felony Ecstasy possession, and a misdemeanor charge of providing false information to a police officer.

7/23/07: It is first reported that Falcons CB Jimmy Williams was arrested for misdemeanor marijuana possession in early June.

7/19/07: Falcons QB Michael Vick is charged with conspiracy to maintain an interstate gambling enterprise, conspiracy to sponsor animal fighting, and conspiracy to transport dogs for dog fighting.

7/14/07: Dolphins WR Chis Chambers is charged with driving while impaired, reckless driving, and speeding.

7/12/07: Jaguars OT Khalif Barnes pleads no contest to DUI charges.

7/6/07: Chargers LB Anthony Waters is charged with misdemeanor simple assault and battery.

7/5/07: Raiders DE Bryant McNeal is arrested on charges of felony fraud against a pawn broker, and misdemeanor fraudulent check writing.

6/28/07: Rams DT Claude Wroten is arrested for misdemeanor property damage.

6/26/07: It is revealed that Dolphins DT Fred Evans was arrested on a misdemeanor charge of marijuana possession on February 10, 2007, and later pleaded no contest to the charges.

6/22/07: Dolphins DT Fred Evans is arrested on misdemeanor charges of disorderly conduct and trespassing, and "multiple" felony counts of resisting arrest with violence and battery on a police officer.

6/20/07: Titans CB Pacman Jones is charged with two counts of felony coercion. (The 14 points replace the 13 points that the Titans got when police recommended that Jones be charged with two misdemeanors and one felony in connection with the Las Vegas strip club incident.)

6/17/07: Bengals RB Quincy Wilson is arrested and charged with misdemeanor disorderly conduct.

6/17/07: Packers LB Nick Barnett is arrested and charged with misdemeanor disorderly conduct.

6/16/07: Browns WR Mike Mason is arrested and charged with aggravated disorderly conduct, resisting arrest, and obstructing official business, all of which are misdemeanors.

5/30/07: Dolphins LB Joey Porter pleads no contest to misdemeanor battery charges.

5/25/07: Broncos WR David Kircus has a charge of violent crime added to his existing assault charges.

5/21/07: Broncos WR David Kircus is charged with felony assault.

5/20/07: Jets CB Justin Miller is arrested and charged with misdemeanor assault.

5/18/07: Bengals LB A.J. Nicholson is arrested and charged with misdemeanor fourth-degree assault after allegedly punching a woman in the eye.

5/10/07: Steelers LB Richard Seigler is arrested and charged with three felonies relating to allegedly acting as a pimp.

5/10/07: Ravens QB Steve McNair is arrested and charged under Tennessee's "DUI owner" law, a misdemeanor.

5/5/07: Jaguars CB Ahmad Carroll is charged with carrying a concealed weapon, possession of an unlicensed firearm, possession of ecstasy, and possession of a firearm during the commission of a felony.

5/4/07: Bengals DE Frostee Rucker pleads guilty to misdemeanor charges of false imprisonment and vandalism.

5/2/07: The New Orleans Saints sign defensive tackle Water Thomas despite a pending felony charge of conspiracy to commit robbery.

5/1/07: Bears DT Tank Johnson pleads guilty of misdemeanor possession of a firearm without a valid identification card.

4/29/07: The Tampa Bay Buccaneers sign TE Jerramy Stevens with two misdemeanor charges pending against him.

4/29/07: The San Francisco 49ers draft CB Tarell Brown with misdemeanor weapons charges from September 2006 pending against him.

4/26/07: It is reported for the first time that Falcons QB Mike Vick was charged with misdemeanor trespassing in February 2007.

4/19/07: Vikings CB Ronyell Whitaker is arrested and charged with misdemeanor careless driving and DUI.

4/15/07: Vikings CB Cedric Griffin is arrested and charged with misdemeanor disorderly conduct.

4/6/07: Seahawks radio analyst Warren Moon is arrested on su####ion of DUI.

4/1/07: Bucs OT Anthony Davis is arrested and charged with misdemeanor disorderly conduct.

3/31/07: Colts DE Darrell Reid is arrested and charged with su####ion of possession of less than 50 grams of marijuana, obstruction, and possession of a controlled dangerous substance in a motor vehicle.

3/30/07: Buccaneers RB Lionel Gates is arrested and charged with three felonies -- assault of a pregnant woman, burglary of an occupied dwelling, and criminal mischief of more than $1,000.

3/26/07: Broncos WR Brandon Marshall is arrested on su####ion of misdemeanor false imprisonment and domestic violence.

3/26/07: Police recommend that Titans CB Pacman Jones be charged with misdemeanor battery, misdemeanor threat to life, and felony coercion.

3/25/07: Panthers G D'Anthony Batiste is charged with carrying a concealed weapon and improper window tinting.

3/25/07: Free-agent CB Dexter Reid is arrested and charged with misdemeanor gun charges and felony marijuana charges.

3/21/07: Raiders RB Dominic Rhodes pleads guilty to reckless driving.

3/21/07: Bengals WR Chris Henry is charged with driving on a suspended license, failing to wear a seat belt, and failing to use a turn signal.

3/19/07: Jaguars S Gerald Sensabaugh is arrested and charged with speeding and carrying arms, both misdemeanors.

3/19/07: Saints LB E.J. Kuale is arrested and charged with felony weapons possession and misdemeanor marijuana possession.

3/18/07: Dolphins LB Joey Porter is charged with misdemeanor battery after allegedly punching Bengals tackle Levi Jones in the face.

3/13/07: Free-agent TE Jerramy Stevens is arrested and charged with DUI and marijuana possession.

3/10/07: Jaguars WR Charles Sharon is arrested and charged with grand theft of a firearm and carrying a concealed firearm; both are felonies.

3/9/07: Titans CB Pacman Jones was arrested on felony obstruction charges, two misdemeanor obstruction charges, and misdemeanor marijuana possession in 2006 but failed to disclose the arrests; they were first reported in March 2007.

3/9/07: Cardinals assistant coach Richie Anderson is arrested on misdemeanor charges of solicitation of prostitution.

3/9/07: Bengals CB Deltha O'Neal pleads guilty to reckless driving.

3/9/07: Bengals CB Johnathan Joseph enters a diversion program on marijuana charges.

3/9/07: Raiders sign RB Dominic Rhodes while criminal charges are pending.

3/7/07: Rams TE Dominique Byrd is arrested for DUI.

3/6/07: Bengals LB A.J. Nicholson pleads no contest to burglary and grand theft charges.

3/5/07: Steelers CB Deshea Townsend is charged with simple assault.

2/23/07: Colts RB Dominic Rhodes is charged with a total of two misdemeanors for his February 20 DUI incident.

2/21/07: Bengals LB Odell Thurman pleads no contest to drunk driving charges.

2/20/07: Colts RB Dominic Rhodes is arrested for misdemeanor DUI.

2/19/07: Falcons DT Jonathan Babineaux is arrested and charged with felony animal abuse.

2/14/07: Chiefs DE Jared Allen pleads no contest to drunken driving.

2/8/07: Bears DT Tank Johnson pleads guilty to probation violation.

2/7/07: Chargers S Terrence Kiel pleads guilty to a felony and misdemeanor charge.

2/6/07: Titans DB Cortland Finnegan pleads guilty to reckless driving charges.

If you'll notice, there is ONE Team missing. One team which failed to gain the notoriety brought on by a shameful arrest or conviction. Who could that be?? Well I'll be damned, if it aint those wily, slick and crafty Dallas Cowboys. Who would have guessed it??

Last Chance Stop

Is it really any wonder that players on their last straw are eager to go to Dallas and save their career? The success stories are many, and the failure rate is almost non existent. Demetrius Underwood is the only failure, if you can call it that. To this day he still has a severe mental disorder, and played his short career while being diagnosed with a Bipolar disorder.

The finest example of success is Deion Sanders.
During his time in Dallas, Sanders not only found happiness, but found himself as well as finding God.

As I stated above, the Cowboys, unlike every other NFL team, has the infrastructure in place to handle NFL malcontents. Calvin Hill serves