MLS expansion club LAFC’s office in the coming months plans to "continue integrating themselves into the local community, speaking at local community centers, working with 'soccer influencers' in the area, and ask brand-shaping questions that will help paint the blank canvas they have been given to design a soccer club," according to Jack Williams of the GUARDIAN. Officials hope to soon "announce the club’s official colours and crest." LAFC President & co-Owner Tom Penn said of the process, "The whole thing is so unusual. This will be the last major sports club or franchise launched in Los Angeles from scratch -- maybe ever." Penn and LAFC Principal Owner Henry Nguyen said that the "most important factor in speeding up the project" was bringing aboard Warriors and Dodgers co-Owner Peter Guber. Williams noted because of MLS' franchise-based system, LAFC staff "have been able to speak to those at other clubs, who have offered advice on the unique challenge" of starting a club from scratch. Referring to the Galaxy, LAFC Senior VP/Marketing Joanne Wong said, "There's definitely room for both of our teams in L.A. But I think to have that rivalry element will be really exciting for soccer in the area -- it will attract not only core soccer fans, but all sports folk. I think that will only bolster both of our teams." Wong said that the biggest differentiator between the two clubs "will be each team's chosen geographical location." LAFC prefers that its stadium site "be in downtown," with a current proposal putting it "13 miles away from Galaxy's home" at StubHub Center in Carson. Nguyen said of the failed Chivas USA club, "They were kind of like the tenants of the L.A. Galaxy. ...You've got to have ... your own home" (GUARDIAN, 12/10).
