The way Chivas USA executive Shawn Hunter sees it, the club's criterion for success is three-fold.
"It's what we do on the field, it's what we do in the stands and it's what we do in the community," Hunter said.
The club has worked hard on all three areas, Hunter said, and entering the Red-and-White's 2008 home opener, everyone from coaches to front office staff has put the club in position to succeed.
On the field, Chivas USA opened defense of its Western Conference regular season title with a valuable road point in a 1-1 draw at FC Dallas on Sunday. The club is primed for success as nearly all the key players from a year ago are back and joined by some key pieces to bolster the squad's depth.
In the stands and in the community, though, the public at large has not easily seen the work Hunter and the club's staff has produced. The hope is, though, that from the start the stands will be a bit more full than they have been in the past.
"It's no secret Chivas has not excelled in the stands," Hunter said. "We've had the lowest season-ticket base in the league with just over 1,000. There has been an all-staff initiative and I think we'll get close to 2,500."
While such an increase would not move Chivas USA to the top of the league leaders in that category, Hunter said he is most interested in an increase and maintaining realistic goals.
"Hopefully we'll break through 2,500 which is a bit of a milestone for a club like this," Hunter said. "When I came in and originally presented the plan to ownership, it was 'Let's be smart about this. We can't do this overnight. This is a five-year initiative. Let's take logical leaps.' Strategically, let's not try and go from 14th to first -- that's never going to happen. Let's go up three or four places, rise up and do it the right way and do it through the grassroots and the community."
Such leaps include some of the club's third standard to hit. Chivas USA has begun participating in several initiatives with the city of Los Angeles and the Los Angeles Unified School District. The club's Kick-it at the Park program has already helped the club lay down the foundation for future success within the community.
The program, which Hunter said was unique among professional sports teams in the country, allows children to participate in a 90-minute clinic run by Chivas USA youth development coaches. Participating children get a voucher for a free ticket to a Chivas USA game, a T-shirt and a soccer ball for $5.
Additionally, the club is involved with the Los Angeles Unified School District in various initiatives, including an internship program with Carson High School.
Also, the club will hold one training session a month out in the community beginning this month. A time and place has yet to be determined for the initial practice session, a club spokesman said.
The grassroots work won't pay off right away but Hunter said it was an important part of the building process.
"We will impact probably about 25,000 kids this year," Hunter said. "This won't pay off this year but if we keep doing these programs and expand it to other communities in southern California, that's the future of Chivas USA."
MLS Commissioner Don Garber said he felt the team's initiatives were headed in the right direction.
"Chivas USA will get better," Garber said. "They changed their management and they are a very focused team. I think they are going to get better. I'm feeling confident about that."
Luis Bueno is a contributor to MLSnet.com. This story was not subject to the approval of Major League Soccer or its clubs.
