maybe there's smarter ways to do that."
Mixing soccer and music
UK-born Guppy, a fan of English Championship club Southampton, talked a different game when he entered the spotlight, explaining that the Fire had to build smaller to meet the different demands of a mid-market soccer franchise operating in a sport undergoing rapid growth in the U.S.
Delegates who turned up to learn from 30 or so experts in the global stadia business listened attentively to the story of Toyota Park's development from concept to reality. Pioneering a new style of MLS venue, with its design emphasis on both soccer and music, it is an object lesson in how to make a mid-size stadium pay its way commercially.
"If it was simply a soccer stadium, we would have struggled to get the contractually obligated income (COI) to make the building work," said Guppy.
"If you think of bands like Bon Jovi, The Eagles, Eric Clapton and Hispanic festivals, there is a huge void in the marketplace for an outdoor facility that accommodates those types of concerts and can draw 20-30,000 people. The solution we all came up with was the marriage between soccer and music."
Interestingly, Guppy said that he was intent on producing a "great soccer experience" from the outset, which meant including features reminiscent of those found in European soccer venues such as seats positioned very close to the field and open corners to the seating bowl.
Mid-size soccer facilities in the English game such as those hosting Southampton, Leicester City, Reading and Bolton were reference points, Guppy added.
The idea to incorporate a permanent stage to hold music concerts for up to 28,000 people at Toyota Park is, however, where similarities with English and European soccer stadia ends. But it's this design element that makes the Fire's financial business model work so well, the conference heard. And it's this concept which many smaller soccer teams in Europe and further afield can certainly learn from.
"I think our model is very applicable to a lot of situations for maybe some of the less high-profile sports and soccer teams in England and across Europe," Guppy said.
He also insisted that the public-private partnership between the Village of Bridgeview, the team and its owner, AEG, had been crucial to delivering the project and now in operating the venue. While the village owns the stadium outright, AEG operates Toyota Park and the team is responsible for generating the COI. AEG Live books some of the concerts to maximize the venue's potential.
"We have a complicated revenue sharing model that essentially creates the bedrock of $7.5 million per year of COI," Guppy announced.
Guppy waxed lyrical about the stadium's success to date, following its June 11 opening on the 100-acre site in Bridgeview. And he heaped praise on the village's "progressive" mayor for his vision in helping to get the $98 million stadium built.
"We are very proud of the building and have had some tremendous events," he said. "The feedback has been fantastic from fans and corporate clients. We expect it to have a very successful future."
Designated Player for the Fire?
Fire fans are already taking a keen interest in what's in store for next season. And, nevermind any changes at Toyota Park, there are heightened expectations of a new marquee player joining the roster.
Major League Soccer's implementation of the Designated Player Rule -- dubbed the 'Beckham Rule' -- is likely to see a star player from Europe or South America brought in by the Fire.
Under the terms of the agreement, the Fire will be allowed to acquire one designated player who can be paid as much as the team wants but with only $400,000 counting against the team's $2 million salary cap. The three-year initiative runs though the 2009 MLS season when it's future will be reviewed.
In an exclusive interview after the conference, Guppy would not issue comment on whether he was interested in acquiring the services of David Beckham from Spanish soccer giants Real Madrid. The former England star is currently being courted by the Los Angeles Galaxy, but it remains to be seen if Beckham wants to finish his career in America or if he would prefer one last hurrah in the English game.
"I'm not going to comment about any specific player," Guppy said. "What I will say is that there is an incredible amount of excitement around our league for the designated player development, as there is for the development at the other end of the spectrum in terms of youth development academies."
Guppy admitted he was also in London to visit various soccer academies and to have some discussions with potential designated players.
But he refused to name any targets, adding, "We have a list of 12-15 players who we think would fit the bill for a designated player. Obviously the Polish and Mexican communities are two communities that we look at closer than any other. But we are not looking at them exclusively."
"We are really looking for the right player -- someone who adds something on the field and also, quite frankly, adds a little star quality and personality to the organization. We are looking at players in the Premiership, we're looking at players in various European leagues and south of the border in South America."
Guppy acknowledges that recruiting a high-profile name with huge revenue generating potential off the field would be a shrewd move.
"The January transfer window is the logical time for us to try and identify that player. Will we be successful in doing that? It's too early to tell. Clearly we are looking at that window as a chance for us to hopefully identify and bring in the right player."
An increase in gate receipts is one of the many financial benefits that a marquee player offers. But, designated player or not, the Fire are taking nothing for granted next season.
"We are looking to improve gates regardless of that," Guppy said. "Our expectation is that our attendances will grow for various other reasons. Obviously, if you bring in a player of that stature and standing, that is going to have a positive impact as well."
Increasing events
Toyota Park is going to be a busy place next season. Efforts to increase programming will yield a greater number of events -- up to eight concerts are planned -- and other shows will pepper the calendar.
"Soccer and music are the bedrock, but we need to sprinkle in a few other events to attract new patrons, increase revenues and show a return on investment," Guppy explained.
Lacrosse, women's soccer and even boxing may find a home at Toyota Park.
"Our goal is the same as it is every year and that is to grow our business, to grow each and every revenue stream and to continue to push towards getting to profitability. I think we can reach profitability within the next three years," Guppy said.
"We can now build from the foundations. It's what the sport needs and I think we're very fortunate to have such a great stadium to build from."
Mark Bisson, a former editor of Stadia magazine, is now a UK-based freelance sports writer. He can be contacted at markbisson@hotmail.com.
