Wenatchee Fire owners rethinking pro team business model

Posted on 17. Sep, 2009 by nevonnemcdaniels in News

by Nevonne McDaniels

The year-old Wenatchee Fire Professional Indoor Soccer Team has suspended operations until April while team owners take a hard look at the business end of the venture.

The team, a member of the Western Division of the Professional Arena Soccer League, played its opening game in the Town Toyota Center last fall, but failed to draw crowds large enough to pay for use of the 4,300-seat venue.

Within a couple months, the team moved into the former city-owned ice arena at the foot of Fifth Street in Wenatchee now owned by John McQuaig. That location, now called the Sportsplex, remains the venue for the Wenatchee Fire Semi-Pro Team, which opens its seventh season on Nov. 14.

Wenatchee Fire Managing Partner Bud Adams said the decision to suspend the professional team’s operations, which was approved by PASL-Pro League Commissioner Kevin Milliken, will give Wenatchee Fire owners time to “get our ducks in a row as to how we want to proceed.”

In short, Adams said, that means figuring out a way to balance a $300,000 operating budget.

“It’s our hope that the Wenatchee Fire Professional Team will be able to generate interest from local investors who can together create a business and marketing plan that will translate into huge crowds at the Town Toyota Center,” he said.

The $300,000 figure he mentioned would pay the players, insurance, travel and marketing, which in turn would help generate revenue from advertising sponsorships and ticket sales.
The marketing piece was missing when the Fire got its start last year, he said.

In a Sept. 14 press release, Mike Osborn, the team’s other managing partner, said initially more attention was paid to the logistics of setting up Astroturf at the Town Toyota Center than getting people into the stands.

“We all know there is a ton of soccer talent in Central Washington, but in order for this team to operate in the black, we need to be able to sell out the venue we ultimately decide to play in,” he said. “We appreciated the opportunity to play in the Town Toyota Center, but unless we can jam it full of rowdy fans for all our games, we will struggle.”

Adams agreed.

“We didn’t focus any energy on getting people in the stands. That was the biggest issue for us,” he said.

If the ducks line up, he said, he believes it is possible a new deal might be inked with the new management at the Town Toyota Center, which has also had a rocky first year, despite the apparent success of another fledgling sports team, the Wenatchee Wild Hockey Club.

The Town Toyota Center, which is owned by the Public Facilities District, fired its management company, Global Entertainment, in June. The PFD is now in the process of figuring out a new management structure.

Interviews for the general manager job were held in August, but no hiring decisions had been announced as of press time.

Eric Granstrom, marketing director of the Wenatchee Valley Sports Council, said the Valley has room for another professional sports team.

“I think there’s room,” he said. “The arena could definitely use another tenant. I think that’s apparent to everyone.”

But it takes more than enthusiasm for the sport to create a successful business model, he said.

“I don’t think they were necessarily properly prepared on the business side of things and I think that came back to haunt them,” he said.

The key is financing and it’s going to take private investors, he said, using another new sports team, the Wenatchee Valley Venom, as an example.

In June, the Wenatchee Valley Venom, an indoor football team that is part of the American Indoor Football Association, signed on for seven dates at the Town Toyota Center. Team owners are Mark Helm, Frank Kuntz, Erik Holmberg, Steve Still, Tony Lisson, Ryan Lane, Tim Heidelbaugh and Rob Tidd.

The ownership group spent a lot of time in the planning stages before making the announcement about the team, Granstrom said.

“They were very deliberate before they even announced they had secured a franchise,” he said. “That’s a model that can be followed. I hope that happens with the Fire or another professional soccer team. The folks involved need to take the time and make sure it’s a good fit and that the league is a good fit. All the parts have to mesh and meld.”

And if can happen for hockey, it can happen for soccer.

“Prior to the Wild’s arrival, there was not a lot of soccer going on here,” Granstrom said. “If hockey can find a niche, so can soccer. Why not?”

Adams said the Wenatchee Fire isn’t the only team in the PASL facing tough times.

“Several teams are in the same situation. The economy, the timing of the downturn hurt a lot of teams,” he said.

But the league itself is doing fine and just added a new team, he said.

And he is optimistic the spark can be put back the Fire’s business model between now and April. In the meantime, he is focusing on the Sportsplex operations, which includes the Semi-Pro Wenatchee Fire Indoor Soccer Team as well as a variety of youth and rec sports leagues and activities.

Read more about: Town Toyota Center, Wenatchee Valley Sports Council