MLS expansion club Orlando City SC has "built its identity around a loose, fun atmosphere," and everything from the unveiling of new jerseys to stadium groundbreakings to player signings "is a good enough excuse to throw a party," according to Paul Tenorio of the ORLANDO SENTINEL. There are few things that "better exemplify the Lions' identity than the double-kegged kitchen/bar in Orlando City's downtown offices, a space appropriately nicknamed 'City Pub.'" It is the "most visible characteristic of the relaxed, family-like atmosphere within the organization." Club President Phil Rawlins said, "We began the club and it was (Rawlins' wife) Kay and I, and a pad of paper and a pen. And we sat down at the kitchen table and we wrote out, 'What would your ideal football club look like if you could build it? What would it do, what wouldn't it do?' ... We wanted to create something that's family." Tenorio notes the approach "came naturally for Rawlins, who was an ardent soccer fan before selling his sales and marketing consulting company and approaching" EPL club Stoke City about "buying an ownership stake." Rawlins "still identifies as a fan more than a front-office type, more eager to watch the games on Saturdays than hobnob" with execs and VIPs in the owner's booth. It is a "unique approach in running a professional sports franchise, but Rawlins aimed to create exactly that." Rawlins: "Because I grew up as a soccer fan, I've watched my club -- going back 20 years ago now -- not do it right, not do it well and lose communication with the fans. I want to be close to my football club, so it's an openness we try to work on with the fans and keep them involved and get them excited and share the excitement of running a football club with them. We do that with the staff, too" (ORLANDO SENTINEL, 11/26).
LION'S SONG: In Orlando, Richard Bilbao reported Orlando City and adidas are "teaming up to launch" MLS' first in-stadium store in '16. The store will "sell the Lions' official merchandise that should include jerseys, scarfs, other apparel and more." adidas is expected to "oversee the retail sales at Orlando City's store at the Orlando Citrus Bowl next year since the team will play at the new football stadium while it awaits its own home to be built." In addition, special holiday pop-up stores will "open at Fashion Square Mall and Altamonte Mall on Dec. 1 selling the team's latest gear, which was revealed earlier this month" (BIZJOURNALS.com, 11/25).
