Fort Wayne FC Prepares for First NPSL Season

If you’re new to the Indiana Soccer Scene, the Hoosier State has seen quite a bit of transition in the fall and winter of 2019. And as 2020 officially kicks off the next decade, growth at the lower tiers of the US Soccer “pyramid” has been relatively rampant. With three (3) leagues represented for new teams (announced as of January 5th), there are plenty of clubs / teams throwing their hat into the ring. One of the newcomers is Fort Wayne FC, set to kick off their inaugural season in the NPSL later this year. In an effort to build a competitive roster from scratch, Fort Wayne FC hosted its first ever open tryouts on January 2nd, 2020 at the Plex in Fort Wayne. 

The tryouts were structured into two unique two-hour blocks for players aspiring to compete at an NPSL-level of play. With additional tryouts scheduled later in the winter and spring, as well as a new coaching staff that is still coming together in the off-season targeting their player pools and networks, Fort Wayne’s first event saw just over 100 players make an attempt to impress the staff. 

Fort Wayne FC joins South Bend Lions, Indy Saints FC and FC Pride as new men’s side entries into the competitive landscape in 2020 out of the Hoosier State. Below is a run down of the tryouts for club from the eye of a former non-league club guy…

Around 55 players attended the 2:00 pm tryout session. Fort Wayne FC had “staff” members coordinating warm up and small-sided game sessions. It appears as though the club has done a tremendous job in developing relationships with the local youth clubs to get coaching staff volunteers to support their efforts. Nine goalkeepers were being put through their paces in the middle of the Plex’s pitch, while simultaneously four small-sided 4v4 to 5v5 matches were played. 

Once warmed up and loose, the players moved into 9v9 side-by-side matches. Away from the pitch, in talking with Fort Wayne FC’s President (and Co-Owner) Erik Magner, there were several media engagements to perform throughout the day. In addition to interviews, Magner helped facilitate media coverage of the tryout itself. With a viewing platform above the field, along with field access, there were plenty of decent camera views to grab footage. A quick note about the Plex – great facility for this type of event, and training for a club at this level. Fort Wayne FC managed credentials and had several volunteer staff (and all front office) members ensuring the event was closed to the public. Through connections I’ve made with the club first with Old Bhoys Soccer Club, and now through Hoosier Soccer Corner, I was able to coordinate with the club to grab a credential and watch both sessions. Inside the Plex, the club has branded extremely well, and was prepared for the visibility this tryout offered. Look for more high-profile coverage and news in the coming month(s) from this side. 

Back to the pitch…

As the 9v9 sessions wound down, there were only 2-3 players that showed sufficient potential in my opinion to be truly considered for an NPSL-quality side. These players that warranted further evaluation stuck around for the 4:00 pm session. The overall quality of the early 9v9 session was not of the highest quality, but the coaching staff were able to identify players that may help round out a roster or possibly look at a reserve-type of squad approach. With more Hoosier-state clubs, and entrants int eh OVPL, MWPL, etc., there may be opportunities for a deeper roster to stay match-fit should the reserves be needed down the stretch for NPSL. Additionally, the club hasn’t confirmed their cup competition intent yet – but look for that to potentially include Amateur Cup or Open Cup ambitions. 

As the 4:00 session kicked off, there were far fewer goalkeepers (five?) and a total number of around 50. As mentioned above, a handful of players remained from the 2:00 session to compete. The quality of play in the second group was noticeably higher overall; however, still noticed some deficient play and inability to connect that won’t be tolerated at the NPSL level. This session started right into 9v9s, and eventually morphed into a full-sided 11v11 matchup, rotating players in considerably throughout the timeslot. The second group was more tightly coordinated; and the flow between sessions or groups of players was much smoother than the first session. Several players showed nerves throughout the session. After the 11v11, the coaching staff pulled the trialists together for a summary and breakdown of the day – much like after the 2:00pm session. Following film review and coaching meetings, Fort Wayne FC has decisions to make as well as a second round of tryouts in February to continue to unearth players to help field a competitive side this season. 

Ultimately, these tryouts provide an ideal opportunity for the club to evaluate any talent they may want to invite back and build dialogue with over time. Roster size and overall goal / vision of competitions continues to evolve; the club has ambitious management. NPSL league play is the first priority here; but also building depth and consistency with a high level of training. 

From an event point of view, Fort Wayne FC represented themselves well to the players – it felt more big time than Old Bhoys SC events I’ve run…

That said, there are plenty of opportunities for the club to improve upon. There is plenty of time ahead of the first friendly, which is still TBD. Should make for an exciting soccer season in the Fort. If you’re a fan of this level of soccer, get involved with the Three Rivers Regiment – the local supporter group. Should be a good time at FWFC home matches!

- Andy Hayes

MPLS City Financial Review 2019

Editor’s Introduction

It is easy to believe in a fairytale, where everything ends in sunshine, rainbows, a handsome prince/beautiful princess, and a happily ever after, but the reality of lower league soccer doesn’t allow for that type of thinking. Instead, it is a battle to survive and the road is rocky. Those who walk this path do it because they love the game. Those who walk this path for long must have a vision and a hell of a thick skin.

Dan Hoedeman and MPLS City have walked this path for 4 years and have done it with the type of passion that the rest of grassroots soccer can only envy. They are the model club at their level: creative marketing, fantastic merch, and a rising lineup full of talented homegrown players. We could use a lot more MPLS City’s, regardless of what club you root for.

Every year, Dan and his board put together their financials and put them online for the world to see. It’s the epitome of grassroots and we love it. Dan approached our site about us publishing it and I will be 100% honest in saying that I was honored and ecstatic. The Crows are everything we love about soccer and we’re humbled to present their 2019 financial review for you to read. Keep fighting the fight.

- Dan Vaughn


CROW

Minneapolis City Financial Review 2019

Minneapolis City is about to reach a milestone: next season will be its fifth season as a club.

Every season, for reasons sincere and probably naïve, we have published our financial results with a short, often heavily footnoted (1), write-up to give context to the numbers.

Like many things we do, releasing all of this information doesn’t make a lot of sense. It’s unclear that doing so has inspired anyone to buy a season ticket or check out our merchandise and more than one concerned reader has told us that now our competitors know more about us than they should. It’s (probably) largely useless and (might be) competitively irrational.

It’s (almost certainly) fair criticism.

This club is a business and in many parts of business, rationalism and effectiveness are closely correlated. We are rational in budgeting, as an example, and we do rational things like get multiple bids from kit partners. But being rational isn’t everything and certainly not in what is, inherently, an irrational business.

Did you know that the median lifespan of an NPSL club is 2 years? In the league, only 18.7% of clubs have ever made it to their fifth season. (2)

It’s a fundamentally irrational project that reasonable people shy away from.

And yet, lower division soccer is one of those spheres of human activity, like Twitter or Mom’s lasagna, where people just can’t help themselves.

We certainly couldn’t.


The advantages of illogical behavior.

The marketing benefit of illogical behavior is that it is unexpected.

When you have done something as irrational as start a lower division soccer club, and done it in so illogical a place as a city with franchises in every major pro sport, two other NPSL clubs, and a bunch of WPSL, UPSL, and well-supported minor league teams, then doing the unexpected is the only way to get noticed.

Another benefit of illogical behavior is that people tend to like it.

Economically, it’s rational to fall in love with a scrawny, hoodie-wearing Silicon Valley-type coder. And yet, you don’t see male strippers adopting that look. Some things can’t be rationalized.

In the midst of so much that is illogical, there are two very logical things clubs at this level need to do to stick around: keep their funding and keep the interest of the funders.


How we did this year.

NotGreatBob.gif (3)

But first, the good news!

We planned to operate on an approximately $100,000 annual budget. We outperformed our plans.

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We sold more tickets, sold more merchandise, and received more generous donations than we planned. Our fiscal year revenue of $105,382 continues our history of revenue growth.

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We are especially pleased with this continued revenue growth given the loss of one of our largest sponsors mere weeks before our first game despite having reached a verbal agreement.

Unfortunately, our spending also outpaced our budget.

Much of the over budget spending came from our decision to make a bet on increased advertising. The advertising may have helped drive our attendance increase. It contributed to our increased costs as well.

Additionally, our travel costs increased. Between NPSL playoffs and the aggressive schedule of our U23s—we wanted to get them good, competitive games and that required travel—we went over budget.

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First, some additional context:

  • This covers our fiscal year, which is September-August (as it best represents a single season of operation).

  • We’re straight cash accounting, homie #WuTangFinancial. Everything you see is cash in hand. Or out of hand, which was the case this year.

  • There are non-cash benefits from our sponsorships that are not reflected above.

  • Facilities covers stadium rental and training facilities.

  • Gameday includes costs for Member Packs, tickets, and streaming video.

  • League fees includes league dues, player registration fees, and referee payments.

  • Mktg & Misc is primarily marketing and advertising but there are a number of operations miscellaneous items: website hosting, G-Suite for email and docs, photography, and the tent with walls we had to buy for the playoff game.

When we knew for sure that one of our larger sponsors was not going to come through on the verbal agreement, we made spending adjustments. However, we weren’t able to quite adjust enough and ended the fiscal year with a loss of $3,257.

Checking in with a legitimate loss is not great. Even though we’re talking about a relatively small sum, it’s still real money and we still have to find a way to get out of the red. We will. But the margins at this level are fine.


The disadvantage of not being enormously wealthy.

Most other sports teams are funded by extremely wealthy owners. At the highest levels, these teams are massive moneymakers. The owner may decide to manage them to spin cash or as an investment asset (for stadium land, franchise value, or similar), but no matter how they are run major American pro sports teams are incredibly profitable businesses for incredibly rich people.

At the lower levels most owners can call on significant personal wealth to fund the team. Even in the NPSL, club owners include the founder of a major cable network, founder of a famous tech start-up, Sting’s son (for real) (4), and others who have done very well for themselves. A second set of owners are youth soccer clubs which, if you do the math on player dues over thousands of players to figure their revenue, shows that they are damn well funded too.

Minneapolis City, on the other hand, is funded by a bunch of regular people who buy Memberships and tickets (and our loyal sponsors).

Our budget reflects that reality.

And that reality is reflected in the wider world.

It creates a major disadvantage: Quick, which Midwest club is best known for its pink jerseys, cheeky Twitter presence, and lovably ramshackle minor league feel?

No matter how charmingly illogical and powerfully unexpected the brand and its marketing are, wealthier competitors can “borrow” what is working for us and just swamp us because they have the money to be everywhere, the channels to get their message all over, and the glamor, for lack of a better term, to get casuals to notice them.

It’s a scenario that isn’t unique to sports. It happens in every category and in real life, too. Maybe you have had an idea at work that a senior muckety-muck overheard and then brought up in a meeting. Too bad you got swamped, it was a good idea.

Anyway.

We live and die by our ability to get people to support us by buying tickets and merchandise. And we do so in a world where our competitors, funded by TV money, fat sponsorships, and personal wealth, can, and do, massively outspend us. (5)

It really is an irrational business that we’re in.


Being illogical costs money.

This year alone, we:

  • Opened a physical retail store for an NPSL team

  • Did an ad campaign on the crazy back page of the City Pages with…

  • …an 800 number we set-up to Rick Roll that team up I-35

  • Had a promotion where we sold match tickets (and a bandana) to dogs

  • Brought over a bunch of Dutch street artists to do some semi-permanent murals

One of the reasons I was excited about getting involved with Minneapolis City was to test a belief. Over the years, I have seen the ideology of rationality take over business decision making. Like any ideology, it distorts thinking. The current trendy distortion is turning everything into a problem that can be modeled on a spreadsheet and attributed to textbook-rational causes: optimization, economies of scale, test-and-learn, or any one of those MBA buzzwords.

Since it’s all the same management consultants advising all the same companies, they all end up doing the same things. In the name of competition, they’ve homogenized themselves around the same best practices and key metrics. (6)

This isn’t the set-up to make fun of MLS for giving all the teams the same white jerseys. It’s a larger and completely serious point: I believe that Minneapolis City will be successful and sustainable long term because companies are treating sports as a rational, corporate business while love—which is what sports are all about—is fundamentally irrational and human.

People want to fall in love with a community, not be a brand ambassador for a corporation.

The issue is that corporations think in rational, measurable, fit-it-on-a-spreadsheet ways. For example, there is no ROI-based business case to be made for flying Kamp Seedorf out to do murals for our players.

We did it because we love our players, want to celebrate them, and think street art is cool. We hope that it got noticed. We hope that it showed what this club is all about and acted as a sort of beacon to people who share our values. We hope it did a lot of great things, but we did it because it was awesome and we fell in love with the idea, not because it was an efficient marketing expense.

Love can’t be measured in terms of efficiency. The very concept is ridiculous. An efficiency mindset would tell you to buy fresh flowers on February 15. However, despite the obvious savings, it is not smart to buy your sweetheart flowers the day after Valentine’s Day.

I have no doubt that flash TV ads and $10,000/month billboards on major highways are surely more efficient than silly back page City Pages ads and street art murals. It’s just that it’s hard to fall in love with efficiency and, even if it’s nicely packaged by a top tier ad agency. The whole efficiency marketing apparatus creates a level of distance. It’s similar to when you were a kid and your grandma told you that for Christmas she didn’t need a present and just wanted you to make her a card. She didn’t need a flashy gift because the point is love. (7)

Love is a bunch of soccer fans building the club we always wanted.

And, especially in soccer, where supporters are typically independent-minded, with a visceral dislike of manufactured hype and a stubborn unwillingness to defer to corporate authority, Minneapolis City is an interesting value proposition for people who want to get DIY as well.

It would be nice to have a bigger budget, though.


The downfall of passion projects.

If humans made sense, placebos wouldn’t work.

If people made economically rational decisions, Minneapolis City wouldn’t exist.

This club, like all lower division clubs in our closed league system, is a passion project. And, like all passion projects, even if the club is financially sustainable (and we are) the concern is that eventually everyone gets tired.

People have limited energy and even the most driven and passionate of people will have a limit in what they can give, be it time, effort, emotion, or, most of all, money.

Loss of passion, more often than not, is the reason that clubs below MLS fold.

We have kept that in mind from the beginning and, though we’ve persisted more out of stubbornness than anything else, we’re striving to build a functioning community of club volunteers and to have enough of them that the emotional labor we’re asking for is manageable over the long term.

We don’t have an army of employees and interns like others do. We don’t have a budget to pay anyone on a salary.

But we do have a mission that’s pretty compelling.


Build something.

Where do we go from here? My accountant (8) tells me that I should talk to the Pohlad’s. Or maybe the Wilf’s (9). You know, big hitters with political influence and financial means. It’s a perfectly rational thing to do.

But this is not a rational project.

So, with delightful illogic, we’re not looking for the rich and powerful. We’re looking for regular people with shared values who want to build something.

The best thing about our project is that it doesn’t take millions of dollars or continent-spanning celebrity to make a difference. Everyday actions make a huge impact: a t-shirt or a Membership makes a big difference to us. You can see that in our budget numbers. Volunteers make a big difference for us. You can see that in our website, done for fun by a new volunteer. Simple things like spreading the word about the club makes a huge difference for us. We don’t have the money our competitors have. But social media means that we don’t necessarily need it if people are talking about uncorporate soccer.

We started Minneapolis City thinking that a group of regular people could build something worth falling in love with.

Want to build it with us?


Footnotes

1.  But not this year! JK lol.

2. SocTakes reported this: https://www.soctakes.com/2018/09/21/npsl-clubs-median-survival-rate-2-years/

3. On the field though, where we won the conference again and added a U23 trophy for good measure, it was more GreatBob.gif (which doesn’t exist but it should).

4. "His music, I don’t really listen to it. But the fact that he’s there. I respect that.” – Hansel. Also, it’s completely true and par for the course in the weird, wild, wonderful NPSL: https://www.theguardian.com/football/2016/dec/22/city-of-angels-mls-soccer-sting-joe-sumner

5. To put the budget differences in perspective (and explain our own marketing limitations), one month of that big billboard on I-94 by Snelling is approximately our entire year’s marketing budget.

6. Doing this helps the incumbent leader, because they’re not going to fear companies that are copying them, and helps businesspeople trying to keep their heads down in a large organization, because nobody is going to fire them for implementing a “best practice” from the market leader. So, of course, this is how American business works.

7. Yes, the implication is that back page City Pages ads and street art is what love is. With that information, would it surprise you to know that my 10th wedding anniversary is coming up this year?

8. I don’t really have an accountant. But my Dad, who is an accountant, said this to me as a joke so it’s true enough for journalism.

9. For readers who aren’t from Minnesota, the Pohlad family own the Twins and part of other pro sports franchises in town and managed to get taxpayer money to build a stadium in Minneapolis and the Wilf’s own the Vikings and somehow managed to get taxpayer money ($500 million!) to build a stadium in Minneapolis.