2015 Calgary Foothills PDL Thread

[Addick]

Originally Posted by shermanator

Unfortunately, the club won't be around much longer if the current level of support stays. That's the reality. Get out and support it or lose it.

I think this is why PDL is the perfect level for the city at the moment. If my history is correct, it doesn't take massive attendances to make your PDL club break even. As such, the club has the time to sort out both on-pitch and pitch-side particulars. Most importantly, it allows for mistakes to be made and lessons learned. When the Storms and Mustangs made mistakes in the A-League, they didn't have the time or space to recover.

Nevertheless, a solution will need to be found and the sooner the better. A proper ground that could provide a niche footy atmosphere would definitely help but I think the club will need to try smaller things first. Someone mentioned that there is an increasing amount of interest in the BPL, which can be seen in the increasing amount of local supporters clubs. Maybe Foothills FC should organize a tournament between these clubs before a match and provide them with a free hot dog or entry to the match.

[Resolute 14]

It doesn't take massive attendances, but Calgary's isolation from the other teams increases costs dramatically.

And I guess a question is: what is Foothills FC doing to create interest? Any marketing? Any attempts at generating publicity?

Also for yesterday, there was a lot of mid-day rain, and for a team that is always going to have to rely on spur-of-the-moment walk-up crowds, that is near fatal.

[shermanator]

Some good points have been brought up here. IMO having a dedicated stadium is a pipe dream right now with the current attendance the club is getting.

The lack of marketing aspect of the club is a classic scenario in minor league sports in this country; you have to spend money to make money. Does the club spend money that it does not have to attract people that may or may not come to games? If they do so and it fails, does that affect the health of their youth clubs? Without an owner with deep pockets, there is a limited reach you have to get folks interested in the end product. Having said that, Tommy Wheeldon has had a regular segment on Pinder in the morning on Thursdays for some time where he plugs Calgary Foothills as well as talks global soccer. He’s also had the club featured on morning shows around town, and there is pretty decent coverage in the Calgary Sun considering the minor league status of said club (a review of yesterday's game is in Page 8 of the sports section today, not bad IMO). I would say that given the very limited resources of the club, what they’ve done to date isn’t terrible, although yes there could be a lot more exposure given.

That being said, my frustration around lack of support stem from those that actually know about the product, but still aren’t going. For those here who know about the club and haven’t been to a game, what’s stopping you from going? Is it the weather? Is it the quality of play? Is it the football lines on the pitch? Is it that you’re associated with another youth club in Calgary? Is it the supporters group being annoying? Is it that you are only interested in “big time” soccer? Genuinely curious here.

As an example, before the home opener I met with one of the organizers of the Calgary Gooners. He asked me what he could do to help our supporters club grow and how the Calgary Gooners could help support the local club. My response was to simply have folks buy tickets and spread the word about the club and supporters group. I have yet to see said organizer to a single game. A few Gooners went to the home opener, and I’ve only seen 1 back for a second game.

So, there must be something about the local product that is simply unappetizing to those who are aware of the club and I’m curious as to what it is.

[lazypucker]

I think it is the classic "There are better things to do" scenario here. Having a local team is great, but unfortunately our local team is near the bottom of totem pole in the pro-soccer world (although there is nothing wrong with that). So in a lot of cases, people will anticipate disappointments if they came out and saw beer league caliber contests. And these people will think they have lost valuable time by coming to see such sh*tty product...so they rather not come out at all to avoid the potential disappointments...

[nfotiu]

Our USL team here is pretty well supported. 2500 on typical games 4000-11,000 for big games. A few things they have done right is making it both very family friendly with boucy houses, places for kids to play soccer, etc, and also have cashed in on our thriving local craft beer and food scene by having beer trucks and food trucks at the game that you can bring to your seats. They play at an ancient football stadium, but have a beautify bermudagrass pitch and it is a very nice way to spend a summer evening.

[Ozy_Flame]

Ever thought about partnering up with an organization like the Downtown Association and promoting the team on Stephen Ave during lunch hours? I feel like the corporate crowd needs to know more about this weekend activity, so they can bring their kids and or family members down for a Saturday game. Perhaps something outside the Sport Chek to associate it with our local sports merchandisers would go a long way.

Also, I think the team would benefit if fans saw the organization as an extension of a local sports brand name, such as being endorsed by WinSport, U of C, CMSA and CUSA, or even the Flames (long shot).

[Jimmy Stang]

Originally Posted by shermanator

That being said, my frustration around lack of support stem from those that actually know about the product, but still aren’t going. For those here who know about the club and haven’t been to a game, what’s stopping you from going? Is it the weather? Is it the quality of play? Is it the football lines on the pitch? Is it that you’re associated with another youth club in Calgary? Is it the supporters group being annoying? Is it that you are only interested in “big time” soccer? Genuinely curious here.

This.

Seriously though, since I'm one of those people who know about it but haven't been yet, I'll give you my take on it.

I know that we live in an age where everyone spits "busy" out as an excuse for pretty much everything, it has been really difficult for me to attend. I won't go into full details, but Tuesdays/Thursday are the trickiest weeknights for me (my kids swimming lessons, etc.), and Sundays are often taken up with pre-planned family things. Lunches, going out of town, etc.).

I put the schedule into my calendar with the hopes that things would align nicely so that I'd be able to attend maybe 50% of the games, and so far I'm 0/4. Prior to the season, I was seriously considering buying a season ticket, so it isn't an issue of not wanting to give up my time or my money. I will honestly say that, by not buying a season ticket, the games have become "I'd like to do that, if I can" instead of "I have paid for this, so I'll make sure I go."

Weather isn't a big issue for me personally, but if I'm planning on bringing my kid or my wife, it would be a factor for sure. I would say that Fathers Day was probably the biggest reason for the poor draw on Sunday, but the unsettled weather would also keep some casual, impulse fans away.

The location is good for me, so that's no excuse. I think that playing soccer on football lines is truly horrible and detracts from the viewing experience considerably, BUT... I would put my personal feelings about that aside, so it isn't a factor in my non-attendance. Realistically, where else can they play though? I will say this, however: if they ever decide to build a mini-stadium to the east of the city on top of some slough land, it would be very difficult to get to and would really limit attendance. It is hard enough for me to get to games as it is. Throw in an extra 30 minutes (or more) each way, and that's pretty much a non-starter.

As far as soccer snobbery goes, while this doesn't apply to me personally, I do think that it is a factor. And unfortunately it always will be in Canada. I used to play soccer with a bunch of Chileans who lived and breathed soccer, but only if you define soccer as Copa America, La Liga, Champions League, with a little bit of Serie A and Premier League thrown in. You try to talk to them about the Whitecaps game on the weekend and you'd get crickets. "I just can't watch MLS" and comments about the quality of play. And while the MLS isn't of the same calibre as La Liga, Premier League, etc., it is a growing league that actually has some teams in Canada. But try to get those guys out to a PDL, or even a NASL match? Not even on their radar.

Part of me does wonder whether fragmentation in the local soccer community is also a factor. Perhaps some are seeing this as a venture of Foothills for their own benefit, which it is, instead of being something for the whole community to get behind? Personally, I think that it can be both, but I'm not sure what the perception is among other people in Calgary.

So there you go - some unfiltered thoughts from one of those guys who thinks that this is a good idea, but hasn't been able to attend yet for one reason or another. In a nutshell, when you're 36 and have a kid, things get in the way. And trust me, I know that's essentially just one big excuse, but that's the reality of it.

[Ozy_Flame]

I agree with this. People pick their teams and leagues early on in life, and usually they're the pro leagues in other countries. Then when people move here, the soccer is never up to the same quality they got "back home", and have no interest in supporting the local team because the foreign team they'd rather watch on the internet is better. You can't change their minds either, it's incredibly difficult to change people's hard-baked loyalties.

I think the marketing angle needs to move away from these hardcore soccer types, and direct the messaging at people who are native to Calgary and the CMSA / CUSA system. Target it to the young people that their opportunities in these leagues and the hard work they put in can lead to local professional soccer opportunities that are expanding tremendously in North America. I think the homegrown, Calgary flavor really needs to shine through and if anyone who prefers EPL and will #### all over the local scene wants to watch, let them do it organically and on their own time. Target the young people of Calgary.

Also, as I've mentioned before, because of the club system in Calgary, it's hard for people (myself included) to cheer for Foothills SC. I am a Blizzards / Rangers player growing up and my allegiances are hard to change.

Re-brand to something else, but with a classic soccer team name. The "SC" part is a good start, but perhaps play on Calgary's origins, such as the Old Norse or Viking spin of how the name actually comes together (see Wikipedia). Or have something that honors Calgary's past but without the cliche Cowboy spin. Maybe something that reflects back to Calgary's Scottish roots.

The team also needs a better logo, one that doesn't look like a CUSA insignia. Have a logo that has a memorable figure intertwined into a badge or something; and have that character a tangible gimmick at the games that people can relate to. Even though the action is on the pitch, the visuals help establish that soccer brand. Brand the holy hell out of your team that the kids can latch on to. Start building a brand that kids will wear to school, and bake their interest into the team at an early age.

Finally, develop the rivalries with other municipalities. It's easy to say play the Callies or the Darts or something, but really get behind a rivalry with the Drillers or Lethbridge FC or something. People need to see it as more than community soccer; it is a team developing its own city identity, and as such, needs to feud with other regional teams. Think of the Flames / Oilers / Canucks hatred, and create a micro-version of that. Personally I like the idea of feuding with the Whitecaps U-23 side, and doing exhibition games against Edmonton FC (even though they're NASL).

The clubs colors need to be front and center in a place like the Ship and Anchor too.

[Ozy_Flame]

Also, it would be awesome if you guys could get some bleachers set up at Broadview Park. have a centrally-located game (at least once), promote the hell out of it, and see what comes up, especially on a weeknight game. Easier said than done, but I feel location is a big deal, especially if you can get people flooding memorial on the rush hour home to catch a game with some food trucks around, it would go a long way.

[Muta]

Here's my take:

1
Soccer allegiances are unfortunately, alive and well here. Many soccer fans, and players, may see this as a Foothills FC thing; a team that these players have feuded with for years. The beauty is that there IS a market to focus on: Calgary's immigrated population. I believe that people, especially from abroad, connect with the game more. The demographics of the city are changing - hence, the next steps:

2
Change the name to a more cohesive, and less divisive, name. Calgary United, or Calgary FC - a neutral, old school name that Calgarians can get behind - and, nothing cheesy (like the Calgary Storm). Create a new club with a high-level, bad-ass soccer name.

3
Market to, and (if possible) play some games in, central / central-east / east Calgary. These regions have a more diverse international mosaic, less disposable income and likely a higher appreciation for the game developed outside of Calgary. Cheap tickets to a professional game, played right within their backyard, is something that hasn't happened before in this city (since most sports facilities are central and west in Calgary). Hellard Field isn't an ideal location, and out of the way for many of these targeted fans, so going to them might be a really strategic option.

4
Partner with the Flames for cross-promotion. Hell, convince the Flames to become part owners. With a serious financial backer, and a sport that would be relatively low cost for them, they could cross-promote and expose the club to new sports fans (including new and young families with limited disposable income). Having a name like the Flames giving them credibility would go a long way. Also, they would have a new tenant for any future stadium project, which would help give the new facility more game events other than just CFL. I know the ownership group is well aware of a soccer story that could be made in this city, too.

5
Directly market the team as a way to get to MLS. While bold and long-term, it gives the casual fan a reason to buy in. Wanna see Calgary compete with the Whitecaps and Toronto FC? Wanna see high level soccer come here? It all starts with your local club. Let's grow this thing and show the world what we're capable of. Create excitement.

6
Media exposure - highlights on all major local channels. The more the better. This is a great way to get exposure. I saw highlights the other night and it got me excited.

7
Player exposure - get the players out in the community making appearances, using Twitter / FB / Instagram, so that the fans can connect to the players.

8
Long-term: build a central academy that analyzes all local and regional talent. This academy works hand-in-hand with Calgary Foothills and the PDL to identify and train local talent in a more direct, visible setting. It also gives a public channel to the thousands of local soccer players that are wondering how to take their skills to the next level, but don't know where to go. This facility acts as the 'nexus' for Foothills, for the PDL, for other local leagues and for the MLS as a main contact for the region.

9
Jerseys - get them out there, suck up the cost and distribute 500 free jerseys through cross-promotional events. The more people wearing the colors, and the official uniform, the better the exposure is going to be.

10
Website - re-do this ASAP. Make it less text-based, more soccer-experienced based. Make an amazing promotional video that captures the story of the team, and where they're going. Make the website look and feel different than anything else done before. It's not hard, either... sports teams usually have garbage websites crammed with too much info.

That's just off the top of my head... sorry for the long post.

[shermanator]

Some really good feedback here, and suggestions on how to improve turnout. If the club wants the supporters feedback I'll definitely throw some of these ideas there way.

[Ozy_Flame]

Another thought - you really have to get the fans to buy into the fact that these guys aren't too far down from MLS. Almost like the branding needs to revolve around the fact that Foothills is the gateway for fans and players to Major League Soccer. I think the connection has to be made that the club is not just another community squad, they are a legitimate development club producing players that will go on to have professional footy careers. We are watching the future of MLS today. That gets the kids coming up through the local clubs excited and something to work towards, and to get fans ready for professional soccer in this city.

[M*A*S*H 4077]

I'll echo some of the thoughts already out there. I'd love to get to a game but Tuesdays/Thursdays/Sundays are the busiest days in my week. Looks like there is a Wednesday game in July that I will definitely be attending. Next year I'll have to buy season tickets/check the schedule earlier to enable me to get to more games. I do agree that people like me aren't helping anything right now, just need to commit and get out there!

I think the colours and history of Foothills is great but I would change the name to Calgary FC or something like that. After playing against Foothills for many years I have to remind myself that they are no longer the enemy! Although that will change after a season or two I'm sure.

Definitely get the colours and posters out there. Pubs, restaurants, anywhere that will let you hang a poster or a scarf, especially sports orientated places. I know marketing/advertising is expensive but I would try and get involved with the Stamps/Flames somehow.

Keep doing what you're doing Shermanator. You're passionate about this and this needs people like you to help gain some traction

[shermanator]

Originally Posted by Ozy_Flame

Another thought - you really have to get the fans to buy into the fact that these guys aren't too far down from MLS. Almost like the branding needs to revolve around the fact that Foothills is the gateway for fans and players to Major League Soccer. I think the connection has to be made that the club is not just another community squad, they are a legitimate development club producing players that will go on to have professional footy careers. We are watching the future of MLS today. That gets the kids coming up through the local clubs excited and something to work towards, and to get fans ready for professional soccer in this city.

Couldn't agree more. A tweet a little earlier back mentioned that folks might be disappointed in beer league caliber soccer. Well, this isn't a beer league team. 5 of the top 50 PDL prospects listed are from Calgary Foothills (or at least that's how this page was described to me). Same number as Seattle Sounders and 3 more than Portland Timbers. http://uslpdl.com/prospects/index_E.html

Also, forgot to share this earlier. We had an older lady yell at us shortly before halftime as we were ragging on the ref for something. Shook her finger at us and mentioned that the ref was doing his job and to leave him alone. Only took 4 games for someone to complain to us! Not bad...

We hung a scarf up at Pazzer's last night. Hopefully it's still there when we return on Sunday.

[Ozy_Flame]

Would love to see some names like Calgary Norsemen SC or the Calgary Highlanders FC (if that's not stepping on military community's toes in any way). Honors our city past and/or storied military history. I've also thought a dark green/dark blue color scheme would match that traditional kilt pattern that is part of the traditional Scottish wear, and the Foothills FC insignia isn't too far off from matching it. Heck, the scarves could be of that kilt pattern. The colors would also be distinguishable enough from the other major Canadian soccer teams. Perhaps a kit color that can utilize the same thing would make for that great visual branding that represents strength, sportsmanship, and independence - a statement that this club can stand on its own, and has an integrated approach with its fan base as one team, one community.

I do get excited thinking about how to grow the PDL team in this city, and I think the support is there - would love to see some off-season marketing that can build a fan base over 1500 attendance per game for next season, and I think it's doable. Remember, the first year of a new business is always the shakiest, and the second year builds the customer base with lessons learned.

I also agree with Muta in that the website needs to be overhauled. Needs to be way more simple with less information, and branded on it's own separately from the Foothills organization to gain traction. I hate saying this but the site makes it look like the best of the community squads, but not a pro team. I can give you some pointers if the website is something you guys want to change, I design content management systems and portal sites for a living.

You're on the right path Shermanator, don't stop doing what you're doing. It's exactly what pro soccer in this city needs.

[Addick]

Originally Posted by shermanator

As an example, before the home opener I met with one of the organizers of the Calgary Gooners. He asked me what he could do to help our supporters club grow and how the Calgary Gooners could help support the local club. My response was to simply have folks buy tickets and spread the word about the club and supporters group. I have yet to see said organizer to a single game. A few Gooners went to the home opener, and I’ve only seen 1 back for a second game.

So, there must be something about the local product that is simply unappetizing to those who are aware of the club and I’m curious as to what it is.

Sorry that the Gooners haven't been able to make it out to more matches. Arsenal Canada is undergoing a massive reorganization and most of the Calgary Gooners leaders that have the time are helping out with that business. Normally, one or two of us in the shadows would be able to step but like myself we're tied up with life stuff (i.e. recently moved up North).

Nevertheless, I did make an interesting observation when I was promoting the first match to the group. While there was a lot of interest among Gooners in attending the Foothills match, going to the match is not part of the normal routine that going down to the Pig for an Arsenal match has become. This is actually something we have noticed with people that have recently started following or become interested in the Arsenal. Unlike the supporters that have developed a bond and passion for the club that has seen watching matches progress from an occasional occurrence to watching every match at home and finally weekly pilgrimages to the pub, new Gooners haven’t developed that allegiance that enshrines Saturday mornings at the Pig as part of their normal routine. Essentially, aside from the Footsoldiers that have a deep, vested interested in local football it will take time for most Calgarians to show up to a match and then make matches routine.

Increasing the priority of attending a match for most Calgarians will take time. Personally, I really want the team to do well and will go to matches whenever they take place during a planned trip back. However, I had to make an emergency trip back over the weekend but needed to leave Calgary around noon on Sunday. If it was an Arsenal match that afternoon, I would have risked things and delayed my departure because the club and I go way back. Even though I have season tickets for Foothills, I wasn’t prepared to risk the wrath as we just aren’t there yet. In a couple of seasons when I know all the players by name and every song by heart, I’ll probably be more inclined to get in trouble for the club. However, that will take time.

Nevertheless, there are some great ideas above. In terms of helping people begin to fall in love or in like with the club, I like the ideas that make it easier to attend a match and those that help polish the clubs’ identity as a professional organization (e.g. improve the crest, kit and website). However, I do recall Tommy mentioning that scheduling is a bit difficult as they try to accommodate the shoestring travel budgets of PDL clubs.

[cam_wmh]

Originally Posted by Ozy_Flame

Also, it would be awesome if you guys could get some bleachers set up at Broadview Park. have a centrally-located game (at least once), promote the hell out of it, and see what comes up, especially on a weeknight game. Easier said than done, but I feel location is a big deal, especially if you can get people flooding memorial on the rush hour home to catch a game with some food trucks around, it would go a long way.

Partner with Mount Royal College, use field #1, put in bleachers, market to the campus crowd with cheap concessions/beers, and BAM BOB'S YOUR UNCLE.

[MillerTime GFG]

Jeesh, a lot of Foothills haters in here!

Even as a former Foothills player myself, I do think they should change the name for the exact reasons mentioned. Although they're not around anymore, Calgary Celtics were always our rivals, and it was definitely bitter. I'm sure that would make it more difficult to support if that were the case.

There is no reason that there shouldn't be swarms of kid's soccer teams going to these games. If I were a coach, I'd be organizing outings to these games for sure.

[cam_wmh]

Originally Posted by MillerTime GFG

Jeesh, a lot of Foothills haters in here!

Even as a former Foothills player myself, I do think they should change the name for the exact reasons mentioned. Although they're not around anymore, Calgary Celtics were always our rivals, and it was definitely bitter. I'm sure that would make it more difficult to support if that were the case.

There is no reason that there shouldn't be swarms of kid's soccer teams going to these games. If I were a coach, I'd be organizing outings to these games for sure.

I can empathize as I was a Celtic as a kid, and hated Foothills. I don't especially care anymore, since they're gone though.

Whatever happened to them anyway?

[MillerTime GFG]

Originally Posted by cam_wmh

I can empathize as I was a Celtic as a kid, and hated Foothills. I don't especially care anymore, since they're gone though.

Whatever happened to them anyway?

Just put you on ignore for being a Celtic. Kidding. I'm guessing Paul Verdy ruined Celtic. (Not sure if you remember/knew him, but if you do, you'd probably chuckle)

I really don't know what happened to them, I'm too far removed. SWU was never around either. It was just Foothills, Blizzards, Eastside, Celtic, and Chinooks back then, and that was pretty much it I think.