Shawn Hunter Joins Chivas USA, Will Try To Boost Attendance
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Hunter To Tackle Attendance Problem As
First Order Of Business With Chivas USA |
MLS Chivas USA has hired former AEG Sports President Shawn Hunter as President, CEO & part-Owner, and his “first order of business is to turn the team’s success on the field into a success at the box office,” according to Jaime Cardenas of the L.A. TIMES. Despite a 12-6-4 record, the team has seen the “biggest drop in home ticket sales of any MLS club" this season, averaging 12,191 at home, down 39% from a year ago. Last year’s numbers were enhanced by a doubleheader at the L.A. Coliseum -- that also included an Barcelona-Chivas Guadalajara match -- that drew 92,000 fans, but excluding that game, home ticket sales are still down 19%. The team’s attendance dip comes as MLS is “on pace to top the three-million attendance mark for the first time,” due in part because of the arrival of Galaxy MF David Beckham and expansion club Toronto FC. Chivas USA MF Jesse Marsch: “The team is going through a bit of an identify crisis and (is) trying to figure out how to appeal to the mainstream Chivas fans but, also to … mainstream soccer fans.” Cardenas notes that in the team’s first season, it fielded mostly Mexican or Mexican-American players, “hoping to tap into L.A.’s soccer-hungry Latino market.” Since its inaugural season, Chivas USA’s roster has become “more diverse and its play on the field has improved. But the team’s marketing plan to target mainly Latino fans backfired as Chivas apparently alienated other potential fans.” Chivas USA co-Owner Antonio Cue said marketing mainly to Latinos was “a mistake and we admit it.” But he added, “I do believe that Shawn will be able to turn it around” (L.A. TIMES, 9/11).
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