Major League Soccer in San Diego?

San Diego loves its soccer. Sadly for Major League Soccer they love playing it more than they do watching it.

I realize your pessimism in San Diego’s chances in landing an MLS team. With the MLS Commissioner Garber constantly dangling San Diego’s name when speaking of possible expansion sites, I can’t help but think there is a way to still make this happen.

If only there was a way to establish a team based on fan ownership like FC Barcelona and other clubs. Ultimately creating a connection with fan and team that is unlike anything the US soccer scene has had before. A franchise that doesn’t exploit the community in order to gather revenue money but a symbiotic connection between fan and club; everybody looking for the greater good of club, fans and surrounding communities.

The real issue with San Diego is lack of a field to play. Torero Stadium is far too small. Gas and Electric pipelines prevent further expansion. Qualcomm Stadium is far too cavernous. Too bad somebody thinks the Sports Arena is still worthy to stand. Since they took out Tower Records across the street, they might as well demolish the Sports Arena and put a midsize stadium there.

In my insomnia, I look to present to you, the San Diego soccer fan an argument for MLS in San Diego.

Venue:

I agree that San Diego needs a midsized outdoor venue for concerts, High School finals and other events, even a safe haven for Aztec Football should the Chargers bolt out of town. Being a SDSU graduate I fear for Aztec football, even though they have been horrible for years I still support them. A mid sized venue would also give us a shot at landing the X-Games again (something that San Diego shouldn’t have let go). With Torero Stadium and Jack Murphy Stadium deemed unpractical these are my final ideas for a MLS friendly venue.

1. I remember a few years back reading on signonsandiego.com about how Balboa Stadium is becoming pretty rundown. They were even planning building another parking structure over this historical plot of land. Why not revive a great historical landmark? The city, San Diego High and City College could benefit from the new mid sized stadium. Is the area large enough to build a stadium back up? As far as parking, that can be solved at the former Navy Hospital site and along Park Blvd; not to mention proximity the trolley stop and downtown. Knowing nobody in San Diego would endorse public funding for the rebuilding of Balboa Stadium, the issue would be who is going to pay for it. If the right investors are found and whoever owns the land around the stadium agrees upon rebuilding plans, could that be a possibility?

2. There was the San Ysidro school project I read about not too far back. Would that fall under the column of the ‘MLS essentially wants some unsuspecting community to take its tax dollars, build a 20,000-seat stadium and then turn over the keys to the MLS club so it can reap ticket, parking and concession revenue from it.’ What is the latest on this? Do you see this happening, or is it dead in water?

3. On the longer term possibilities of an MLS team, when the Chargers finally leave the Qualcomm site I have heard they’re planning on building more residential, commercial buildings or possibly another mall. If the proper proposal and plan to create a neighborhood with a midsized venue as the center piece came into play, would that fly? I think placing a unique neighborhood surrounding a mid-sized venue would benefit the city more than opening another mall. With Mission and Fashion Valley already along the 8, do we need really need a 3^rd? If and when this land was developed with a mid sized stadium, do you think San Diego could land transferring a failing franchise?

San Diego Support:

The San Diego soccer fan is more sophisticated. I prefer an EPL match to an MLS game. I caught myself watching the Euro Semis instead of the USMNT’s second World Cup Qualifier against Barbados this summer (I did tivo it though). I know that a lot of the old Sockers fans have either faded into the background. Either priced out of San Diego and moved away or still surviving among the rec-leagues at Rob Field or pickup games across the county. I still believe the San Diego soccer scene is a sleeping giant waiting for the right moment, or cause to rally behind. I realize the minor league teams have a difficult time drawing people, but that’s to REALLY low division games. If you bring top flight soccer with the MLS, I really think it would draw a bigger crowd than you may think.

Over the years I’ve seen most natives having been priced out of living here and most San Diegans nowadays being transplants. Most San Diegans aren’t originally from here. Being a Navy town we see a lot of opposing team fans at Chargers and Padres games. That being said, create the right product or atmosphere and San Diegans will flock by the masses. Take Padres baseball in the early 90’s. Qualcomm was far from being filled when Archie Cianfrocco was your everyday man next to Gwynn. When the Padres started spending money and hiring the right players and coaches (Cami, Brown, Wally, Hoffy, Boch….) by the end of the 90’s Qualcomm was able to fill the stadium. Also, think about the Chargers post the 94-95 season. Ticket sales were significantly down, the ticket guarantee was killing public funds. Ryan Leaf was drafted:). Enter LT, the Chargers started building a team worth going to see. The Chargers started challenging and now Charger Season tickets are a hot commodity. I realize these are the two biggest sports in the US sports scene, but we are not trying to fill a 70,000 seat cavernous stadium, we’re looking at filling a 20,000 seat stadium minimum.

I know minor league SD teams have a hell of a time for any turnout. I realize that the Sockers return fell flat. But how often does the Fox Soccer Report on FSC review the MISL? How often do you see MISL on Sportcenter? Now compare that with how outdoor soccer is popping up more and more on ESPN, even outside their occasional Deportes update. How much more frequently have soccer highlights (including MLS) been popping up in the top ten plays? Comparing minor league soccer or the MISL to the MLS is comparing Safeway Select Soda to Pepsi.

I've been told TV ratings telling the story. Do those accurate register what every single Television is watching or is that based on control group that is selected to represent the masses? If it’s the latter, isn’t that why we’re getting nothing but reality TV? I know quite a few couch potatoes and what they watch usually doesn’t line up with Neilson ratings. If it is the latter, would these control groups cover the large amount of immigrants, recent high school/college grads and new independent households? Or are most of these homes just the stable run of the mill family who in most cases were bred with an aversion to soccer through the Jim Rome’s and Hank Hill’s of America.

I think the whole basis for bring a MLS team to San Diego hinges on the fans “investing” in the team. If the fans have the ability to vote on the head coach of the team, which designated player to build the team around and have a valid voice in transfers and other operations, you can create a core of fans to build on. If you bring $5-10 million to the table you could probably get a team. If a proper venue is found, that would bring the price of what you need per fan significantly down.

You can give away tickets to fill a stadium to inflate attendance but own part of the team you’re going to see and I bet you the regular turnout would be a lot better. Say a mid sized venue is built with the 20,000 seat requirement; more reasonable season ticket prices could be established. Keep in mind, it has more value than a normal season ticket, it’s an ownership stake in the team. It places value in the ticket, more so than any other MLS ticket.

Imagine guy holding a 40.00 prime seat watching his San Diego MLS team; his season ticket includes a voice as to which designated player to build your team around, a vote on whether to keep or sack your current manager and a say in other team operations, even what song should be the anthem for the team to be sung loud and proud through triumph and failure. His connections and ties to the club allowed him to learn the lyrics to the anthem and all the chants that are being belted in unison across the pitch by all the supporters in attendance. Imagine if you sold 75% of the stadium as season ticket owners. Leave the final 5,000 for the curious fan or promotional purposes. If this idea really catches fire, 20,000 season tickets isn’t too much of a demand to fill.

I seriously think that if top flight soccer is brought to San Diego by its own fans, the sophisticated soccer fan can easily recognize what is trying to be built here. If you went to Princess Pub or Café Sevilla and told the crowd chanting along watching the Champions League tie between ManUtd and Barcelona FC that San Diego was trying to get a team based on the traditions of Barcelona FC and the roots that built the major English Clubs, I bet you’ll turn some heads in interest.

Bigger Investors or Owners:

Ultimately the type of owner needed to make this happen would need to be a fan first; somebody who already has more than enough money and doesn’t mind if the team hits the red for the first few seasons. This owner would need to recognize the fans voice and identify it as his own. A Mark Cuban of sorts if you will… While selling Mark Cuban to buy into a MLS team in San Diego is a massive long shot, it’s his passion as a fan first then owner would be a perfect fit. There’s got to be somebody similar to him out there…. Maybe in La Jolla, Torrey Pines, Coronado or Vista).

Other potential investors? I kept reading about John Moores showing a flickering interest in backing a MLS team, are you aware of any news regarding him and the MLS? Would he be an owner that could work in conjunction with such a fan base and season ticket holders with a voice?

Another investor I thought about would perfect is Televisa (owners of Club America, Necaxa, San Luis, and Socio Aguila).  Why not bring one of the biggest clubs in Mexico and Chivas biggest rivals into the picture? Commercial success of the Mexican league teams owned by Televisa; Club America mostly (same colors as the Sockers) would be a great way to pull fans from all over, not just regional San Diegans. It would also allow for the team to hit the red a bit, since Televisa makes good money from the Mexican league teams.

MLS and its draw to San Diego:

I realize that since most MLS franchises have been living in the red and have difficulties staying in the black. The MLS wants the most lucrative deal for the remaining franchises, one that has a lot of revenue streaming their way through concessions, parking etc… I also see the MLS’s desire to have a team in San Diego. There are quite a few other cities that have a better line on getting a team, but Don Garber keeps dangling the chance to San Diego. I think this is because MLS really wants San Diego to have one of the remaining franchises. A moderately successful San Diego team would draw in more attention and revenue than the current Kansas City or even the FC Dallas team. Although I realize the fleeting chances that San Diego has, I feel we still have a shot to bring a team to San Diego. I honestly believe the San Diego soccer scene is a sleeping giant waiting for the right opportunity or reason to wake up.