Bellingham United are poised to be the second-largest draw in the state of Washington after season ticket sales jumped out to a fast start this month. The Hammers have done many things right that Washington’s PDL sides can learn from.
by David Falk
Starting a semi-professional soccer club in the state of Washington is a dream of many, but has been successfully accomplished by only a few.
If success is defined as fans in the stadium or solid interest by the community…then the number of successful ‘small’ clubs in the state is pretty-much down to two: the Kitsap Pumas and (having yet to play a match) Bellingham United. Between these two it is the Hammers who will likely draw larger crowds in 2012, even though they will play in what most consider a “lower” league (Pacific Coast Soccer League) and even though the Kitsap Pumas are defending national PDL (4th division) champions.
Recently the Hammers announced a special sale of 100 season tickets given “Founders” status. They sold out in less than a day. Next the side opened up a total of 1,000 season tickets for sale for their inuagural season. A recent count shows they have already reached the 300-sold mark in just a few days. It is possible the Hammers could sell out all of the season tickets offered. If they do, they will become the second-best supported club in the state of Washington, behind only the mighty Seattle Sounders FC of Major League Soccer.
The Pumas, and more directly the North Sound SeaWolves, Tacoma Tide FC and Washington Crossfire could all learn from the launch of the Hammers.
Here’s what I see as Bellingham United’s winning formula:
1. Connecting and aligning with other local soccer clubs / entities / personalities.
2. Establishing a well-run, often updated website.
3. Using social media (Youtube, Twitter, Facebook) to engage fans and create a buzz.
4. Signing local players.
5. Acting like a “Football Club” by making international connections with other clubs, debuting a crest, scarves, uniforms, coaches, players, etc.(making them available online) in a professional manner via press conferences.
6. Adopting a local pub and letting a local pub adopt them.
7. Co-branding with other unique local businesses (see: “Morning Header” coffee by Bellingham Bay Roasters)
8. Sending out consistent, professional press releases.
9. Bringing a local blogger into the fold to help spread the word and add street credibility.
10. Founding the club in an area where a defined community and culture can be built.
I am a big fan of minor league soccer as most readers already know. So it is with hope and encouragement that I look to Bellingham United’s progress and then outwards to the other clubs at or near the same level.
T
he Kitsap Pumas averaged under 600 fans per home contest in 2011, but they are also a side who can rightly check off most of the list above and say “we’ve done that.” The Pumas are in the process of rectifying one of their biggest failings over their first three seasons, their slow-to-update official website. They also have the challenge of a much more blue-collar fanbase than the Hammers seem to be recruiting in Bellingham. Bremerton is a Navy town, and doesn’t have a soccer pub culture of any note to draw from. The Pumas do have partner pubs, but you rarely if ever hear about them or see events/photos from them. Overall, though, Kitsap have certainly done the most of the PDL sides. The Pumas, under the ownership of Robin Waite, have a fulltime office staff to accomplish this. Meanwhile, the Sounders lurk, just a ferry boat ride away.
The SeaWolves, Tide and Crossfire are left to see the progress in Bellingham and attempt to step it up several notches. Will they? Can they?
There are signs that the North Sound SeaWolves are interested in taking permanent root in Snohomish, but after year one the club is already committed to finding a new stadium outside of Everett. They debuted a more professional-looking crest this fall, too.
Tacoma Tide FC were recently sold to a new local group, at the very least assuring the side will live on for another season. Much is up in the air though, including venue, coach, player pipeline, and even which community to represent.
Washington Crossfire have seemed content to run their PDL operation as a summer-only affair for returning locals. Last year attendance was free, but the side still only drew 66 per match. There is no club-specific website, very little updating of news, a vacant Facebook page, and seemingly no meaningful connection between the monster youth premier club and the PDL one.
O
ne sign is troubling already for these three sides: where are the promotions to sell 2012 PDL club season tickets over the holidays, as the Hammers are now doing with great success?
Bellingham United, in a few short months under the leadership of owner Jeff McIntrye, have established a buzz, a ticket-buying, scarf-waving audience…and most importantly, a sense that they are indeed a true “football club.”
Tide, SeaWolves, Crossfire…the next moves are yours. You have a template for how it can work. It is time to commit the resources into your clubs to make it happen in your own backyards, too.
I dont understand why you always associate the PDL as the 4th division around these parts? On the west coast that is absolutely not true. MLS, MLS Reserves, PDL, Starfire Premiere League (haha) College soccer probably fits in there somewhere? which just goes to show that the structure of soccer in the US is _____, but hey the sport is building. There is one USL PRO team in LA and the next closest team is in Dayton, Ohio. This is a big country and although the USL Pro does exist, there is no opportunity for players that live 3,200 miles away from the next closest team to play in the league so why even recognize it. Have anyone around here ever seen a USL Pro game? … Sorry, just a pet peeve of mine.
These clubs are treated as “right behind the Sounders” on this website, but of course in national terms they *are* 4th division, if we agree on…MLS / NASL / USL-Pro / PDL. It’s just a fact. I’d also suggest that the level of play (nationally) between MLS and PDL warrants the mention of this. Yes, the Pumas did hold the Sounders to a 2:1 win in the USOC, but generally PDL sides are not just a division below MLS quality-wise, even if there is only one USL-Pro side on the West coast. Our best local players who can play in the USL-Pro are trying to do so…if the cash makes sense. Many times it doesn’t, and they play local PDL. If you are suggesting, generally, that the NW PDL is stronger than a 4th-division designation…I might have to listen to that. After all, the NW has produced the last two national champions of the PDL…
I think you summed it up well. BUT I guess I just don’t like the 4th division title its been given. PDL has been tailored for college soccer i think we can all agree about that, but since there is nothing else for west coast quality players that are done playing in school and don’t play in the MLS, they end up there. Therefore the PDL has turned into this hybrid league that I don’t think it was ever tailored to do.
On the east coast quality players that don’t play MLS, still have an opportunity to make a $1500 a month (or more) and play USL PRO or NASL for 9 months (?), which leaves the PDL full of college players and those that don’t make USL PRO/NASL cut. Thats why I think its fair to call it the fourth division there. BUT the distinction just doesn’t make sense here on the west coast, but I guess thats the structure of US soccer at the moment. Its an issue about structure on this coast that needs to be acknowledge, I don’t know if anything can ever be done about it (Geographically difficulties, fans, money, etc.), i guess reinstating the reserve league has been a start…
In terms of quality, it would be difficult for players that play in a league that plays 4 months out of the year to be compared with MLS players, but I think the Pumas vs. sounders game was a reflection of what could be if the leagues were structured more appropriately.
I’m predicting a more structured professional indoor league emerging onto the west coast scene ( next 10 yrs)… beer, high scores, fights, indoors, inexpensive .
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