In three years, Chivas USA has gone from a last-place team to an MLS Cup contender. Now, club co-owner Antonio Cue hopes the front office will follow the team's on-the-field lead.
Cue introduced Shawn Hunter as the club's new president and CEO on Tuesday. Hunter, who joins Chivas USA from the ranks of Anschutz Entertainment Group, also received an ownership stake in the club.
"All institutions need change sometimes. You can always have room to get better and I think that's where we are," Cue said. "We have to be prepared to be able to execute those challenges ahead and to do that you first have to have that front office in place."
Despite having a club on the verge of taking over sole possession of first place in the Western Conference table, Chivas USA's attendance figures rank near the bottom of the league, actually worsening since last year.
Hunter said improving ticket sales would take time but is confident the club will get there.
"There are no magic wands but with some creativity, with some hard work, with some great program with the community and the schools and the youth soccer program, over the next couple of years you are going to see a full stadium just like the Galaxy," Hunter said.
In his career, Hunter has been a part of spurring growth in U.S. spots clubs. In the late 1980s, Hunter helped the NBA's Minnesota Timberwolves achieve high attendance marks in their first campaign and went on to enjoy similar success with NHL clubs in Colorado and Phoenix.
As president of AEG Sports, Hunter oversaw 11 sports clubs across the world and also served as chairman of the MLS Business Development Committee, a role he will continue to fill. As committee chair, Hunter helped bring about sponsorship on the front of MLS clubs' jerseys and expand television coverage for each club.
Now, though, Hunter's enthusiasm is at an all-time high.
"This is probably the most exciting day for me personally," he said.
What drives Hunter is his belief in Chivas USA's brand and product.
"We want Chivas USA to be as important in this country as Guadalajara is in Mexico," Hunter said. "The great link and great bridge that we have is the heritage of the sister club, is the passion for the sport, some of the fan cultures that surround the game. That's here in his market; we just have to go unlock it."
Having climbed up the table has not done the trick. Hunter said it is up to him and the rest of the front office to take on that task.
"There is a lot of this marketplace, both Hispanic and not, that don't know how good this club is," Hunter said. "And now that's my job and our staff to go let people know what a great club this is and what exciting events these are."
Each home game will be treated as a special event, Hunter said. As the club continues to battle for first place and fight for MLS glory, Hunter said the players should compete before a packed house on a consistent basis.
"I told our players last Friday night when I met them for the first time that they are doing a great job and they deserve to play in front of 25,000 people every night," Hunter said. "That's what we're going to do."
Although Chivas de Guadalajara has a Mexican-only player policy, Chivas USA's own identity is evolving and will continue to do so, Hunter said. With the fervor and excitement Chivas de Guadalajara stirs from its fans, Chivas USA will look to tap more into that type of zeal and enthusiasm.
"This brand is linked to great heritage. We will have our own brand over time but never forgetting our heritage," Hunter said. "We'll welcome all fans that celebrate that great passion."
Since joining the league, Cue has said his club was on a five-year plan to compete regularly for championships. On the field, Chivas USA is well on target. A win against the Galaxy on Thursday would only serve as further proof of that.
With Hunter aboard, Cue said the entire club was committed to moving forward.
"We're in our third year and on the soccer part we've improved considerably and now in the front office we need to improve as well," Cue said. "Bringing Shawn into the family is a big commitment from the ownership. We're going to see a front office as good as we see the first team today."
Luis Bueno is a contributor to MLSnet.com. This story was not subject to the approval of Major League Soccer or its clubs.
