With attendance for the MLS Wizards having slipped from
12,900 in '96 to 8,661 this year, the state of the franchise
is examined by Tom Linafelt of the K.C. BUSINESS JOURNAL.
Wizards' co-Owner Clark Hunt confirms that attendance "is
underperforming, and we'd like to take responsibility for
that. We need to be more effective at marketing ourselves."
Linafelt writes that the Wizards "have been plagued by
unfocused marketing, front office turnover and a bungled
approach to merchandising." MLS Commissioner Doug Logan:
"There are no excuses. Kansas City has a terrific team that
plays in a great stadium in a town that prides itself on its
sports teams" (K.C. BUSINESS JOURNAL, 7/21 issue).
MISSTEPS: The BUSINESS JOURNAL's Linafelt documents
some of the Wizards' "marketing blunders," including a hike
in ticket prices for '97, which players, fans, and front-
office execs agree "was a mistake, especially in light of $5
tickets" to see the Royals. Another "marketing gaffe was
tinkering with the team's name and slogan, crucial elements
of brand development in the league's first seasons." The
team changed its name from the Wiz after N.Y.-based Nobody
Beats the Wiz threatened legal action. Also, "after
sending thousands of letters to season ticket holders
featuring the 'Ya' Gotta Go!' slogan, "team officials
rejected the slogan because of its perceived association
with bathroom humor" (K.C. BUSINESS JOURNAL, 7/21 issue).
