Adult Soccer Players Who “Don’t Know They’re Players…Yet”

-Posted by Spencer Perry, Arena Sports

At the US Indoor Show last week one of the hot topics was “social networking”.   There is no question the Internet is bursting with sites that allow for networking and connections, and this blog will  cover those in future posts,  but the basis for the technology solutions is the old fashioned “Pied Piper”.

I recounted an experience where one of Arena Sports’ three facilities had “accidentally on purpose” become the focus of a new and growing social network of soccer moms.  Here’s that story:

One Saturday afternoon several year ago, while 3 “across the field” U-07 games were in full swing, a fellow Arena Sports League Manager and I looked down the length of the field and noticed dozens of moms holding onto the boards while “kicking” imaginary balls as their youngsters played their 4 v 4 games.  We looked at each other with the same realization:  Those 40 year old (or so) soccer moms, most of whom had never played soccer, were, indeed soccer players…they just didn’t know it yet.

Several “Women’s Beginner Clinics”, a player commissioner / chief proselytizer, and a couple of years later those players have indeed taken the field and are playing on Wednesday nights.  In fact, they have grown into a organized group of 31 teams and have dubbed themselves “Old Lady Soccer”.  They have even encouraged their husbands to play…but only on Tuesdays!

Terri McCoy Founder Old Lady Soccer photo by Jim Bates Seattle Times

What we had tapped in to, by accident, is a community of ladies who were looking to share fun, exercise, and above all, community.

Everywhere you turn today, you hear lots of hype about Facebook, Twitter, and other “Internet Social Networking”  venues.  But anyone who spends time watching these everyday soccer moms having the time of their lives playing soccer…laughing, encouraging their mates AND their competition…you’ll quickly realize that nothing beats networking in real life, sharing the joy of learning to play soccer with like-minded and skilled friends.

For the Indoor Soccer Facility that is looking to encourage existing teams to come indoors and play, you may just find dozens (or hundreds) of soon-to-be-soccer players have been coming through your doors for years.

Old Lady Soccer Seattle Times

Old Lady Soccer Home Page

If you want to know more detail on how to build an “Old Lady” League in your building don’t hesitate to contact me.

- Spencer

US Indoor Coming to Vegas

Usually what happens in Vegas stays in Vegas but this is one event when you do want to take something home with you.   It’s that time of year again when our cozy little industry gets together at the US Indoor Conference to network,  participate in sessions, and let off some steam after surviving another busy season.  

Every year I hope for larger numbers of facility owners and managers to attend,  and with it finally back in Sin City,  I am optimistic for a big turnout.  The crowd does matter. Though I believe it will be a very worthwhile venture for us as vendors and facility operators as no other Conference or Trade Show is targeted to the Commercial Indoor Sports Industry .

In recent years more facility owners are attending the Athletic Business Conference, which rotates annually between Orlando (2009) or another warm weather city (2010 in San Diego).  There is a track at the AB show for Commercial Sports Centers,  with some of the same presenters who present at US Indoor.   And being a large show (3,000 plus attendees) it can afford to have speakers with general business advice and a well known keynote speaker.

With that said though, the intimate setting at US Indoor makes for a more direct route to productive ideas and “best practice” lessons from other operators.   I find the round table discussions the most interesting as they tend to flow where the audience wants to go and it becomes a time when operators are more likely to tout their successes and enumerate their failures.

Arena Sports is showing our support by being the Platinum Sponsor and we will once again kick off the conference with a Customer Appreciation Party and comedy show by David Crowe on Tuesday Night.  It should be loads of laughs and great networking,  our small “thank you” to the industry.  If you can’t make it I will be posting pictures on the blog next week so you can see what you missed.

At the Tuesday event and during the trade show on Wednesday we will be introducing two companies you will want on your radar screen.   The first is a back office Accounting Services Company out of Boston, Analytix Solutions, and the second is a social networking website, Whoz.in.  Analytix handles our accounting at Arena Sports and will be working with us on integrating Sports-I.T. into various accounting programs.  Whoz In is a website (not yet public) for teams and players to communicate and connect prior to and after games.  One is old school and one is new but both should make an impact on this industry and in the near future.

Missing this year is the facility bus tour,  as it would be a short one with a single stop, Las Vegas Sports Park.   Meir Cohen has built a great business there in Vegas and if you are attending the conference you should go out one day (or evening) and see his operation.  As a Sports-IT Software user and the only Lil’ Kickers Franchise in Vegas I am sure Meir has built the best database of soccer families in the desert oasis.

So do what you can to get to Vegas next week as this only happens once a year.    And check back in a few days for a guest post on Camps by our General Manager and all around go to guy  – Spencer Perry.

Cheers,    Don

Reinvesting in tough times

Joe Dumars Outdoor Bar Area

Great challenges are presented when times are tough and the management at Joe Dumars Fieldhouse in Shelby Township, MI are not backing down in their battle to get through this economic tumult.  What was 3 outdoor sand volleyball courts and a grass area for picnics is now a full “tiki” bar that gives you the feel of the South Seas just off the 59 Freeway in the northern suburbs of the Motor City.

Owner Brian Siegel is looking to create buzz in the community by having outdoor events augment the regular volleyball crowd  ( 4 v 4 Coed is the strongest league).   The grand opening was just a few days prior to my visit in May and it was all good news as beer and food sales were more than they expected.    And if you had seen the place you would understand why.   Subtle touches such as a mural on the entrance wall,  an old boat parked in the sand behind the fireplace are so well done you don’t pay much notice to the Detroit muscle roaring by on the freeway.    There are even horseshoe pits and a well sodded area that could be used for warmups (my idea) or Remote Control Cars  (their idea).

Is That Salt or Sand in my Margarita

With company events on the downswing in Detroit  (and everywhere for that matter), this venue will go a long way to keeping The Fieldhouse on the minds of locals on those humid summer nights when going to a bar indoors will just not do.      And it will keep the volleyball leagues growing by enhancing the social experience — which we all know is a big factor in having successful coed leagues.

Pull up a chair

Not many facilities have the keen instincts with events Brian and his crew have.  Inside their 100,000 sq. foot complex is the “Bayou Adventure”  FEC  (Family Entertainment Center) and a full service bar,  where they host over 900 parties a year.   The bar tabletops and bartops are made from the 1998 /1999 Pistons Championship floor  — very special hardwood in Detroit.

It’s great to see the creativity and the reinvestment in a hard luck city.  Thanks for the tour Brian,  I hope to be able to visit during a busy evening someday soon – hungry and thirsty of course !

- Don

How Does Your Facility Compare?

Facility owners ask me all the time how their sales compare with others in the industry.   They think I should know because I visit over 100 a year and my job requires me to be a little nosy  (no point in pitching my wares to someone totally content with their business, not wanting to grow).  This industry is very cottage like and most owners do share their numbers,  and for those that don’t,  if I really want to know I can spend an hour on their website, and using excel can  figure it out close enough (and don’t think your competition doesn’t do this,  because they do).

So you can compare yourself I will share my opinion on benchmarks for annual sales revenue per square foot and per field.    And remember this is only accurate for a commercial sports center,  not a fitness center or training center.    I think of the average facility as having 2 turf fields,  around 45k sq. ft., with 2 party rooms and a concession stand.    Variations on that theme abound and in later posts we will be discussing the ideal facility.

Let’s start with total revenue per square foot on annual basis.      If you do over $40.00 /sq. ft.  you are in the top 5% of facilities -  rarefied air that very few will ever see unless you have year round programs, most likely a membership fee,  and are hitting on all cylinders .    Over $30.00 /sq. ft. , you should be very thrilled as you are in the top 15%.      If you are $20.00 -  $30.00 /sq. ft. you are most likely making a healthy profit, and on my list of great operators.       From $15.00 – $20.00 you are in the top 40% of the industry and from $ 10.00 – $ 15.00 you would be near the median for the industry.     If you are under $10.00 you have lots of room to grow but don’t fret because you are not alone,  at least 30% of the facilities are down there with you.

A different way to look at revenue numbers is to do it per field  — and by field let’s use a standard indoor field of 185′ x 85′,  not a “full size” indoor soccer field, which have become popular to build in new facilities but are usually split up into 3 fields for 6 v 6 league games –  thus to me they are 3 fields.

$400k in revenue per field is good,   $500k and above is great.      $300 – $400 per field is probably in the break even area for the business depending on your programming and related costs.  I think the median in the industry is around $300k per field.

Of course the expense side is different in every business and a place with $10.00 /sq. foot in revenue with an active owner might be way better off than a place with twice the sales and a huge mortgage, at least you can have some yardstick to make comparisons.     What your facility is worth is a whole different topic and one we will try to address on the blog as time goes on.   There are  a few companies out in the market looking to expand and I hope to engage them to contribute here so we can all learn what they look for in a purchase.

- Don

On The Road to Financing – Sausage Racing in Milwaukee

The highlight of a recent trip to the Midwest was experiencing my first Sausage Race.   Smack in the middle of a Major League baseball game a group of 5 sausages took off from foul territory past third base on a full sprint around home plate to the finish line in foul ground past first.

Go Get 'em Chorizo

The crowd had sprung to their feet in anticipation and the bankers who hosted us in their suite  crowed,  ” you have to watch this,  it’s world famous”.    And now I know why the hubbub, because it is uniquely  a Wisconsin event,  and according to plan even the Bratwurst won that night.

Let’s hope the new building gets the financing from the bank,  as so few have this year,  and when in Milwaukee make sure to check out a special event (and take in a ballgame at the same time).

- Don