[ReynaFan]

Hey Peter-

First I want to say that I've seen you a few times, and you're a very personable guy. What you provde us here is just an example, and it's appreciated.

I (born 1970) represent one of the group who played soccer from youth through high school, started watching world cups (1986), became passionate follower and supporter of the USNT (1994), travel for USMNT matches, and still play adult for activity and fun. I tell you all of this because I want to give you an average fan's perspective with disappointments.

I was excited at the inception of MLS, but living in the southeast left me w/o a "home" team to support and zero coverage of the league. I was playing in the Yahoo fantasy leagues just to try to learn the teams and players. It was frustrating. The league never captured me.

My family moved to Chicago (Lincoln Square) summer of 2005. I was very excited about living in an MLS city, having my team, and living the experience, within the constraints of being a full time professional with wife and two very little ones.

My problem is I'm trying to feel a part of it, but I'm just not emotionally attached. I'm very attached to the USNT and my univerity's athletic teams, and I want the same for the Fire. Unfortuantely, I feel more attached to the Cubs, and I don't follow baseball at all. I've been to Wrigley more, and I have fun when I go. It's easier, nicer, and more entertaining. This is sad. I've been to two Fire games now. My wife and I have bought the t-shirts, but other than the mass e-mails that I receive, I don't feel like the Fire is doing anything to try to attract me. Obviously, my life is like everyone else's, and I can't join section 8, dedicate myself to building the relationship, or finding ways to devote myself to the Fire. I just don't have the time to do that. The stadium is far away, without having the train near it. We want to eat, drink, and be merry at matches-problem for me. The location and number of vendors at the stadium is not fan friendly. I don't want to have to walk around and search for food, shirts, or beer-I've wasted many minutes dong this there, and I go with plenty of money to spend. I don't feel like the team is honestly trying to improve or put a quality product on the field. This is terrible for a soccer fan. Something is lacking at the game experience. I don't know the marketing strategy, but if I think about it, I can't ascertain it either. That sems to be a problem. Through player signings, it seems 'attract the Poles' or 'attract the Mexicans', but that's not creating an 'attract soccer or Fire fans' mentality. Don't sign a player (Blanco) b/c he's Mexican. I don't wish to enter the debate here, but I have to justify that statement with my opinion that he's skilled but probably another el matador for the league. His age with the pace of our league (vs pace of Mex league) with season we play our league with number of hard tackles from d-mids in our league leads me to believe there are much better options. I feel like this is b/c he is (WAS) a Mexican national team player, let's sign him. I'd much rather have DC's plan in place. Sign good, young, exciting players (regardless of nationality) and the fans wll come. I've been to matches at RFK, too. DC has the atmosphere that we are missing. It just feels like there's the same passion and excitement of a NT match, of which I've been to many. There's zero exposure of the team, too. There's no media no nothing. I live in an MLS city, but I have to go to a message board to keep up with my team. The MLS website coverage is generic...it's just frustratng. I have to find info, and that's difficult to do, even if I invest the time and energy. I'm an easy target, and it just doesn't seem to be working. Are all of the Fire's efforts slightly off, or am I the anomaly? I apologize for the negative tone, but I feel like there might be large contingency of guys like me in the Chicagoland of 8 million who feel the same way...maybe not...???

I'm actually most excited about the possiblty of seeing Beckham play in our league, see an Arena-led RBNY play at Chicago, and see Reyna play in our league and at Chicago.

[Peter Wilt]

Originally Posted by ReynaFan

Hey Peter-

First I want to say that I've seen you a few times, and you're a very personable guy. What you provde us here is just an example, and it's appreciated.

I (born 1970) represent one of the group who played soccer from youth through high school, started watching world cups (1986), became passionate follower and supporter of the USNT (1994), travel for USMNT matches, and still play adult for activity and fun. I tell you all of this because I want to give you an average fan's perspective with disappointments.

I was excited at the inception of MLS, but living in the southeast left me w/o a "home" team to support and zero coverage of the league. I was playing in the Yahoo fantasy leagues just to try to learn the teams and players. It was frustrating. The league never captured me.

My family moved to Chicago (Lincoln Square) summer of 2005. I was very excited about living in an MLS city, having my team, and living the experience, within the constraints of being a full time professional with wife and two very little ones.

My problem is I'm trying to feel a part of it, but I'm just not emotionally attached. I'm very attached to the USNT and my univerity's athletic teams, and I want the same for the Fire. Unfortuantely, I feel more attached to the Cubs, and I don't follow baseball at all. I've been to Wrigley more, and I have fun when I go. It's easier, nicer, and more entertaining. This is sad. I've been to two Fire games now. My wife and I have bought the t-shirts, but other than the mass e-mails that I receive, I don't feel like the Fire is doing anything to try to attract me. Obviously, my life is like everyone else's, and I can't join section 8, dedicate myself to building the relationship, or finding ways to devote myself to the Fire. I just don't have the time to do that. The stadium is far away, without having the train near it. We want to eat, drink, and be merry at matches-problem for me. The location and number of vendors at the stadium is not fan friendly. I don't want to have to walk around and search for food, shirts, or beer-I've wasted many minutes dong this there, and I go with plenty of money to spend. I don't feel like the team is honestly trying to improve or put a quality product on the field. This is terrible for a soccer fan. Something is lacking at the game experience. I don't know the marketing strategy, but if I think about it, I can't ascertain it either. That sems to be a problem. Through player signings, it seems 'attract the Poles' or 'attract the Mexicans', but that's not creating an 'attract soccer or Fire fans' mentality. Don't sign a player (Blanco) b/c he's Mexican. I don't wish to enter the debate here, but I have to justify that statement with my opinion that he's skilled but probably another el matador for the league. His age with the pace of our league (vs pace of Mex league) with season we play our league with number of hard tackles from d-mids in our league leads me to believe there are much better options. I feel like this is b/c he is (WAS) a Mexican national team player, let's sign him. I'd much rather have DC's plan in place. Sign good, young, exciting players (regardless of nationality) and the fans wll come. I've been to matches at RFK, too. DC has the atmosphere that we are missing. It just feels like there's the same passion and excitement of a NT match, of which I've been to many. There's zero exposure of the team, too. There's no media no nothing. I live in an MLS city, but I have to go to a message board to keep up with my team. The MLS website coverage is generic...it's just frustratng. I have to find info, and that's difficult to do, even if I invest the time and energy. I'm an easy target, and it just doesn't seem to be working. Are all of the Fire's efforts slightly off, or am I the anomaly? I apologize for the negative tone, but I feel like there might be large contingency of guys like me in the Chicagoland of 8 million who feel the same way...maybe not...???

I'm actually most excited about the possiblty of seeing Beckham play in our league, see an Arena-led RBNY play at Chicago, and see Reyna play in our league and at Chicago.

Fyi, I'm not ignoring this question. It's a great comment and question, but requires significant brain power to respond and....well...it's a holiday weekend if you know what I mean. Should be up for a response tomorrow.

Cheers,

peter

[Peter Wilt]

Originally Posted by ReynaFan

Hey Peter-
I (born 1970) represent one of the group who played soccer from youth through high school, started watching world cups (1986), became passionate follower and supporter of the USNT (1994), travel for USMNT matches, and still play adult for activity and fun. I tell you all of this because I want to give you an average fan's perspective with disappointments.

I was excited at the inception of MLS, but living in the southeast left me w/o a "home" team to support and zero coverage of the league. I was playing in the Yahoo fantasy leagues just to try to learn the teams and players. It was frustrating. The league never captured me.

My family moved to Chicago (Lincoln Square) summer of 2005. I was very excited about living in an MLS city, having my team, and living the experience, within the constraints of being a full time professional with wife and two very little ones.

My problem is I'm trying to feel a part of it, but I'm just not emotionally attached. I'm very attached to the USNT and my univerity's athletic teams, and I want the same for the Fire. Unfortuantely, I feel more attached to the Cubs, and I don't follow baseball at all. I've been to Wrigley more, and I have fun when I go. It's easier, nicer, and more entertaining. This is sad. I've been to two Fire games now. My wife and I have bought the t-shirts, but other than the mass e-mails that I receive, I don't feel like the Fire is doing anything to try to attract me. Obviously, my life is like everyone else's, and I can't join section 8, dedicate myself to building the relationship, or finding ways to devote myself to the Fire. I just don't have the time to do that. The stadium is far away, without having the train near it. We want to eat, drink, and be merry at matches-problem for me. The location and number of vendors at the stadium is not fan friendly. I don't want to have to walk around and search for food, shirts, or beer-I've wasted many minutes dong this there, and I go with plenty of money to spend. I don't feel like the team is honestly trying to improve or put a quality product on the field. This is terrible for a soccer fan. Something is lacking at the game experience. I don't know the marketing strategy, but if I think about it, I can't ascertain it either. That sems to be a problem. Through player signings, it seems 'attract the Poles' or 'attract the Mexicans', but that's not creating an 'attract soccer or Fire fans' mentality. Don't sign a player (Blanco) b/c he's Mexican. I don't wish to enter the debate here, but I have to justify that statement with my opinion that he's skilled but probably another el matador for the league. His age with the pace of our league (vs pace of Mex league) with season we play our league with number of hard tackles from d-mids in our league leads me to believe there are much better options. I feel like this is b/c he is (WAS) a Mexican national team player, let's sign him. I'd much rather have DC's plan in place. Sign good, young, exciting players (regardless of nationality) and the fans wll come. I've been to matches at RFK, too. DC has the atmosphere that we are missing. It just feels like there's the same passion and excitement of a NT match, of which I've been to many. There's zero exposure of the team, too. There's no media no nothing. I live in an MLS city, but I have to go to a message board to keep up with my team. The MLS website coverage is generic...it's just frustratng. I have to find info, and that's difficult to do, even if I invest the time and energy. I'm an easy target, and it just doesn't seem to be working. Are all of the Fire's efforts slightly off, or am I the anomaly? I apologize for the negative tone, but I feel like there might be large contingency of guys like me in the Chicagoland of 8 million who feel the same way...maybe not...???

I'm actually most excited about the possiblty of seeing Beckham play in our league, see an Arena-led RBNY play at Chicago, and see Reyna play in our league and at Chicago.

i think an entire collegiate course or even program could be structured around answering your post. You make many valid comments and concerns and i think they come to the heart of what is preventing MLS from gaining main stream popularity, not enough people are developing an emotional connection to its teams.

Without pointing fingers (for the moment), i'd like to reference areas of lost connection:

well, before we get to that, let's address your affinity to the Cubs. Seeing how you are admittedly not a baseball fan , but enjoy the Wrigley Field experience...

i guess i could let others finish that sentence, but since i started it.... i'll just say that you are like soooo many "Cubs fans" and are not a true Cubs BASEBALL fan - of which there are surprisingly many - you are actually just a customer of Chicago's largest yuppie tavern of which there are even more.

OK, onto the soccer part.

"Living in the southeast" - The small number of teams in MLS prevents it from being a true national League. The limited number of teams means the League's footprint doesn't reach the entire southeast or northwest U.S. National media is extremely limited (though growing through the League's TV contracts), so we end up with pockets of fans only where there are teams. It is hard/impossible to develop an emotional connection to a team when it is not located anywhere near your home.

"Media" - Successes: International markets: DC, Toronto, Houston and Chivas USA have done well with local media. Big anglo markets: New England and LA. Small anglo markets: RSL and Columbus.

Failures: Big/International markets: New York, Chicago and Dallas. Small anglo markets: Colorado and Kansas City.

Success and failure are a matter of degree and can further be broken down into print, electronic, foreign language, cyber etc. There are various reasons for successes and failures in an MLS team garnering local media attention. Everything from DC's lack of baseball in its formative years to Chicago's old school, soccer hating sports editors/directors and lack of soccer knowledgeable beat writers (until Luis' recent arrival at the Tribune) can effect the level of media exposure. Whatever the case, this is an important element in creating emotional connections between a team and its fans. IMHO, eight of 13 MLS teams have good media and five don't . It's also a chicken/egg situation. If media see that teams have a strong following, they'll increase coverage.

"Fan experience"The location of TP is not ideal, but, by itself, shouldn't be a barrier to someone who "wants" to be a fan. It can be a barrier to a casual fan, but i don't think that describes the large group of potential fans we are discussing. Admittedly, if the Fire were playing at a SSS at Clark and Addison, attendance would be significantly higher.

Long lines, high prices and poor service are all issues that can prevent someone from becoming or staying emotionally connected to a team. Especially poor service. Providing good service is one of the cheapest and most effective ways to gain a committed fan. In general, i think TP provided good guest services last year. There were horror stories the first couple games and anecdotal bad experiences throughout the year, however, that surely turned off specific individuals as well as many more people who heard second hand about those experiences. You only get one chance to make a good first impression and unfortunately i think that was a lost opportunity last June. Fixing that is a long and arduous process that is done one person at a time with every interaction between a team and its fans.

"Fire's efforts/Personal exposure to team" i read an article from the first year of Soccer America more than 25 years ago where SJ Earthquakes GM Dick Berg stated that the best way to make a soccer fan was to expose a person to a player through an autograph signing, clinic or social gathering. The second best way was to expose a person to a coach, the third best way was to have direct contact between a person and a staff member. Soccer has always worked the direct connection very well. It's more difficult in a larger city to be as effective with this than in a smaller city. The Chicago Fire has generally done very well connecting with the youth market, but in recent years hasn't done as much connecting the players with fans in the city and specifically with the young adult market we're talking about. Better efforts need to be done to connect the Fire with young urban fans of soccer. This involves consistent guerilla marketing at music clubs, bars, restaurants, adult soccer organizations, colleges, social networking groups, partnerships with the Reader, New City, Red Eye, on the el, in parks, at gyms, viral marketing etc.

"Quality of the team" The team has not signed or developed any "star" players in the last three to four years (though Mapp and Rolfe are headed in that direction and a few others have potential to be domestic stars....and i absolutely LOVE Ivan Guerrero even though he's not a traditional "star"). This doesn't mean the team's no good or can't win the Championship. It does mean the star power is missing and the image of a dominant or improving team is missing. i happen to be in the minority that believes that since the Fire was an up and coming team last year, with the second youngest team in the League and they are bringing all those young players back along with a few more talented draft picks, means we will be exciting and will contend for the title. This image, however, is not universal and has not been communicated to the masses.

The extensive promotion of the designated player rule and the corresponding failure (up to this point) to use it, also creates a sense that the team is not doing anything/enough to meet expectations. Fire fans were also spoiled by MLS standards, in the team's first five years. DC did the same thing, fell on even harder times than the Fire did, and managed to rebuild itself. During that down time, many DC fans abandoned ship and things looked bleak for a year or two. i believe that Chicago is heading into a make or break year as DC did a few years back. A marketing signing like Blanco CAN work on both the team performance and marketing levels if the player performs on the field. You're concerned about his age, yet he's the same age as Nowak was when he signed and younger than Stoitchkov and other successful foreign players when they came to MLS. If Blanco, or another ethnic target is signed and performs well, he will attract tens of thousands of serious soccer fans who will add to the passionate atmosphere that you recognized as being short of your hopes and expectations. If he doesn't succeed, the fall out across the board will be significant. Your perspective on this issue is fair to an extent IMHO.

"Passion at games" You state that you don't believe Fire games have the passion of USMNT games, yet DCU games do. i am guessing the two Fire games you attended were anomalies. i have been to many MLS games in all MLS stadia and i can say that the passion at Fire home games - in and out of Section 8 - is superior to every other stadium except Chivas USA home games and some DCU home games. i do believe that there is a real risk that the passion at Fire home games could disappear if the team doesn't compete this season much like i believe the passion disappeared from DCU games during their dark period. The passion also weakens when young adult and ethnic audiences are ignored and stay away. i will also say that the power to not only maintain, but to grow that passion at Fire home games is shared by the team, front office, Section 8 AND FANS LIKE YOU throughout TOYOTA PARK.

The low hanging fruit is youth soccer and a bulk of sales and marketing efforts inevitably end up targeted at the easier targets.

Focusing on that audience though, not only misses other markets, it ends up turning away other markets - specifically ethnic, corporate and young adult. Sales and marketing efforts need to be balanced and maximized which is easier said than done with limited budgets.

This could/should be a seperate thread. Thanks for your interest in MLS and the Fire, which was enough to post this serious question. i ask you to keep trying to become emotionally connected by attending a few games this season, investing in the Direct Kick package for $69 or so, taking your kids to one of the Fire's many public events to meet the players and coaches and maybe taking The Globe bus to a game (will they allow kids on the bus? Not sure).

MLS and soccer needs you and those like you. And they need to turn you into an ambassador for the team/League/sport by EARNING your support, so that you will end up telling your friends about it once you gain the passion.

Thanks,

peter

[ReynaFan]

Thanks for your response, and I'm certainly interested in continuing this discussion.

As for Wrigley, I like it for these reasons:
It's close and easily accessible.
Even though I don't even know the players, I do know the sport fairly weell, and I like to root on the home team.
It fills up with people, and it's fun.
There's a storied history associated with team and field, even if Tribune company is trying to eradicate it.
Obviously, this means little to the discussion as I'm not emotionally attached to the Cubs either.

I agree with the problems of the national footprint. Hopefully, now that ESPN has the tv contract, quality commentating, quality analysis, and quality media coverage will ensue. (I used to watch the woeful production of the 30 minute MLS recap show, too)

This leads into the media portion of the discussion, and I'll cut straight to the end of your analysis (chicken/egg): Coverage could use improvement, but what could the Fire be doing to create more demand for coverage (fan support, fanfest type activities that you mentioned, etc) I think LA and NY are really trailblazing, and I don't see why we should sit and wait (yes this leads into the DP/team improvement argument-later b/c I'm staying in order)

Fan experience:

I'll tell just say that I found out toward the end of last season about the Globe bus, which my wife and I will definitely try this season; lucky for the Fire the Globe is dong this. Maybe they could open up a few more pubs around the city...or the Fire could get on the ball to copy this/try other things to solve this problem, which it is. I've also been been spoiled with numerous WC qualifiers. I just won't resign myself to believing that the same quality experience can't happen at TP. As for the Fire's early concessions mistakes, that alone can't keep me away.

As for the personal exposure to the fans, you've got a slew of great ideas. My house is in between The Globe and The Soccer Net Store on Western. I walk to both. Let me know when I'll get to meet the players, especially Mapp. He's another southern boy, and I like his moxie. Do you think he could play in the middle instead of Thiago?

As for the quality of the team, you hit the nail on the head: It seems that Chicago have always done extremely well with identifying talent and drafting. With Blanco, is he worth our DP? Is he a risk? Is there more talent and upside for fewer dollars? I'm just not convinced. If I were the owner, a whole new issue prohibiting the improvement of our team, I wouldn't do it. I'd not use it then. If you want something, go for the kid who played on the flank for them last match against us. He'll be special. I guess it's frustrating to see DC trade away Adu (whatever he's worth) b/c they have Gomez, Moreno, and picked up Emilio. Do they know something know one else does? Does Garber cheat for them? LA made the Beckham deal happen...what a megablitz of exposure and buzz. Fire may have some good youth through the draft, but with no moves to improve, it doesn't feel like they're giving the effort to be as good as possible. We might be good, but we're not making moves to try to be great. If they don't care, why should I?

Why did Jaqua play the flank last year? Why did Mapp ride the bench a lot? Is the coach good enough? It's frustrating...

Fan experience:

We'll keep going to games. I want to really know and love the players and team. I love the sport.

Thanks for your time

[Peter Wilt]

Originally Posted by ReynaFan

I think LA and NY are really trailblazing, and I don't see why we should sit and wait. We'll keep going to games. I want to really know and love the players and team. I love the sport.

Thanks for your time

Two things:

1) Mods, can you move ReynaFan's question and relevant responses to a new thread. i hope this will lead to some thoughtful discussion on how the Fire can better connect with Chicagoans.

and

2) The fact you used "we" in the first sentence above gives me hope that you are already somewhat emotionally connected and will give the Fire a chance to grow on you and your family further.

peter

[dabes2]

Peter -- Two reactions.

Parking problems were dramatically improved over the course of the season, but concession problems were NEVER solved last season. IMO, the concession issues were mitigated primarily by smaller crowds during the summer. The final regular season game (which had a big crowd) was as bad as opening day. My kid's youth club was there, and there were people vowing never to come back because of it. After a few games, I just bought myself a portable gas fired mini Weber and rediscovered the joy of tailgating, but obviously I'm already committed to being there.

Personally, I think MLS fails to adequately prioritize the competitive elements of the game which makes MLS struggle to attract many real soccer fans in this country. They seem primarily focussed on entertainment value. Sometimes I get the impression that the soccer game is little more important than the joust at Medieval Times.

[Chris M.]

Peter:

I like your DC analogy, because I do recall thinking how it was kind of sad that their team and fans had fallen off after being the standard bearer for the first four years or so.

Since I didn't pay close enough attention, was their fan/attendance rebound due to the bump from the initial Freddy signing that was then sustained by good play, or in your opinion, was that Freddy signing not that significant -- at least for home attendance.

I think the question is relevant as to whether a good dp could be a spark that ignites further growth, or if signing a young Christian Gomez type might have a greater long term impact on the fan experience and attendance.

Finally, I know that the American sports business model relies on concession sales as a significant component, but it just seeems that the game is not conducive to food sales. At other sports there are natural breaks to make a run to the concession stand. That also spreads the demand out.

If the soccer product is doing its job on the field, then halftime is the only good time to hit the food stands. There is a huge glut at that time, and I don't know if there is any way around that.

I just don't plan on eating at games (just keep separate beer lines, and keep 'em short. )

[NotAbbott]

Originally Posted by Peter Wilt

i happen to be in the minority that believes that since the Fire was an up and coming team last year, with the second youngest team in the League and they are bringing all those young players back along with a few more talented draft picks, means we will be exciting and will contend for the title. This image, however, is not universal and has not been communicated to the masses.

How would you compare the Fire's situation, as you've described it here, to that of the Bulls? Why do you think Scott Skiles is regarded as somewhat of a genius for leading a group of young players with no standout stars halfway through the playoffs and Dave Sarachan is a pariah for doing essentially the same thing? Going back to your DC comments and answering my own question a little, could it be because the Bulls had such a bleak stretch -- that wasn't related to Skiles -- while the perception is that the Fire fell off a cliff after 2003 with Sarachan at the helm?

Later,
COZ

[Fanaddict]

Although I don't use the concession stands the problem would be simple to solve if they wanted to do so. The answer- hire more people.One to get food, one to ring items up. Of course this cuts into the profit so they won't do it.
I hate to do it but I have to hand it to DC and kevin payne for his obvious talent in evaluating players

[Super Sting]

Although I don't use the concession stands the problem would be simple to solve if they wanted to do so. The answer- hire more people.One to get food, one to ring items up. Of course this cuts into the profit so they won't do it.

That may help, but the real problem is the genius who designed Toyota Park made the concourses too narrow. Or they didn't take into consideration the addition of portable stands in conjunction with the permanent stands. At the Chelsea game you could barely walk through the concourse.