On February 22nd, a website promoting professional soccer in Atlanta went live prompting questions about the need/likely success of a putative team in the city. Specifically, concerns were raised about the history of Atlanta Silverbacks, the emergence of Atlanta United and which league the team would be playing in. Soc Takes was to be able to speak with two people close to the club about these issues. What emerged was a vision to make this club work – against the odds – via a focus on youth soccer, investments in a holistic fan experience and proper financial planning.

Mr. Robert Watts – team spokesperson as well as an anonymous source close to the bid provided the information herein.

Which league?

First things first – while it is widely speculated that the team will be an NASL franchise, Watts declined to comment on this. But Soc Takes has learned that we should have confirmation of Atlanta as an NASL team by April 3rd (Update: The following week, we spoke with CEO Trey Brantley, and he informed us that the announcement would be delayed). Certainly, the economic impact study published earlier identifies “a 15 home game season in the (men’s) North American Soccer League (NASL).” Soc Takes contacted the NASL and they chose not to comment on this story. The women’s team is expected to play in the National women’s soccer league (NWSL) starting in 2019. According to their press release, the men’s team is expected to play in the spring of 2018.

While earlier reports (See: Medium post and Midfield Press) discussed concerns over bringing back the “Chiefs” name, apparently the name has not been decided yet.

The stadium

The stadium looks quite magnificent in its illustrations and there is a storied history behind this plan which goes back half a decade. For a while, it was just a piece of land – about 10 miles (25 min drive) east of Atlanta – that did not seem to meet its potential. “This is a perfect area for a sports complex,” Watts said. Watts and his employers have a specific plan for the success of this facility and, by extension, the team.

The stadium will be the centerpiece of ~25 full-sized soccer fields (the exact number is still being worked out according to Watts). Watts reveals that the facility will be the site of a number of local and national youth soccer tournaments each weekend. The tournaments will be organized by the Georgia Soccer. “On every game day, we’ll expect 13,000 soccer parents and kids playing around the stadium,” Watts said.

“On every game day, we’ll expect 13,000 soccer parents and kids playing around the stadium”

The group believes in the grassroots development of the game, and believe that focusing on youth soccer will pay dividends in the long run; in terms of attendance, building soccer community as well as developing local talent. Additionally, plans to host other sports such as lacrosse and cricket (Author’s note: A way better sport than lacrosse) will also generate income for the stadium.

Soc takes spoke with Greg Griffith, executive director of Georgia soccer. “That number (13,000) is reasonable given the number of fields and the tournaments we plan on setting up,” Griffith explained, “We’re very excited about this plan. We want to see youth tournaments played in good facilities, and that’s what we’ll have based on their plan.” Griffith predicted “between 20-40” tournament weekends for next year. “We’re bidding on many tournaments, including the US Youth Soccer III Regional Cup as well as the US Youth Soccer Region III President’s Cup”

With nominal ticket prices, starting in the $12-$15 range, the group believes they will be able to regularly attract a ready pool – each weekend – from the estimated ~13,000 soccer aficionados in close proximity to the stadium.

While this idea deserves skepticism in how successful it will be, it is worth noting that unlike many other NASL bids (past/present), the Atlanta bid at least as a tangible plan to make the team succeed. Certainly, even with a conservative estimate, attracting a mass of soccer-invested families to a location where a professional soccer team is playing – is likely to sell tickets and generate revenue.

Silverbacks

The other source of skepticism has to be the folding of NASL’s Atlanta Silverbacks. Yet, the team remains convinced that the new Atlanta team will not have similar issues. A source close to the bid pointed out that Silverbacks Park was a problematic location. Located at the intersection of interstates 285 and 85, it has been called the “No. 1 in the nation last year for traffic congestion”. The source suggested the traffic issues kept some patrons away. Another reason attendances dropped, reportedly, was there was little to do around the stadium; fans couldn’t tailgate and there were only a handful of restaurants close by.

Location of Atlanta Silverbacks Park. From google maps.While refusing to speak about the Silverbacks, citing his respect for the franchise, Watts focused on the advantage of the new plan – “the soccer game doesn’t have to carry the entire entertainment experience. You can go to the game, go shopping, get dinner right on the property. Go have a beer with your friends before/after the game. There will be a dedicated tailgate spot.”

Another small, but not insignificant (Double-negatives are not uncool) distinction: The new team will play on grass. Silverbacks played on turf.

Atlanta United

Another potential hurdle is Atlanta United. Obviously with Atlanta United kicking off their premier season in MLS in 2017, another professional soccer franchise may be considered a doomed project. And, it would be pointless to pretend that Atlanta hasn’t captured the imagination of a chunk of the community. By December of 2015, the team had reportedly sold 29,000 season tickets. Yet, Watts and the team thinks there is a simple solution here – recognition that Atlanta United and this project are not in competition with each other.

Asked how they would compete with Arthur Blank, owner of Atlanta United. “You don’t,” Watts replied, “Everything that guy does is top-notch and by the book. We’re going to have to do things in a different, smarter, unique way; playing in a traditional soccer venue, with a more authentic fan experience. We think we’ll tap into a different market altogether.”

“We think we’ll tap into a different market altogether.”

Citing a vibrant international community – approximately 13% of Atlanta’s 6 million residents are foreign-born – Atlanta is confident that a sizable soccer market exists to support both Atlanta United and their own (probably NASL) bid. Their press kit states, “According to our research, there are almost 750,000 soccer fans currently living within our 20 minute target area.”

These numbers are encouraging. But, how many of them are going to be regularly excited by a DII team remains to be seen.

Finances

Finally, the big question is, who is going to foot the bill of a reported 200 million dollar project?

As it stands now, a private group – Atlanta Sports Connection – has raised 40m (20% of the budget). The other 160 million will be supplied by bonds backed by the economic development boards of Gwinnett, Rockdale and DeKalb counties. Source explains, “The bonds are revenue based – the company must repay/buy back a certain amount of securities going forward, and the revenue on the complex is pledged to repay the bonds.” The understanding is that insurance and “underwriting arrangements” would help prevent any unforeseen problems with recouping money and/or the bid falling apart. The bonds were approved by the joint economic development boards of those three counties on February 9th.

“We are currently finalizing a very long term lease on the stadium,” the source explained.

“It (the stadium) will be our home for a very long time,” Watts added.

According to the study, the team would lease the stadium at $3500/game and recoup tickets sold. They estimate the facility will generate income for DeKalb county by bringing in outside patrons on a regular basis (an assumption made by all proposals. A skeptical eye on reading promotional studies can be found midway through this article).

An additional wrinkle will be attracting sponsors. Will a DII team be able to attract sponsors in a city which already has an established MLS team? Certainly, this is not an insurmountable consideration, but, one to consider nonetheless, especially given the importance sponsors have to the long-term success and stability of teams.

Discussion

There is understandable skepticism about the Atlanta story. It feels like we’ve been here before – Trying to establish a team in a city that failed to support the last one (Update: reader Tomi suggested looking at this link for average attendances), trying to compete against a team in another league, lofty goals (Why a 15k stadium, why not go with half of that and build from there?) and general concerns about the NASL. But, I do give credit to the team for being approachable and having a mechanism to achieve their vision.

Will it happen? Only time will tell, but having secured financing for the project already, having outlined a novel vision which ushers bodies into close proximity of the stadium, by targeting an atmosphere that goes beyond just soccer, and by targeting a niche rather than competing with MLS, #ATL2018 has more of a chance than we are all giving it credit for.

I’m looking forward to more answers on April 3rd. Soc Takes expects to speak with CEO Trey Brantley over the next few days.