Soccer Hype

Chicago Red Stars wrapped up their 2009 season in sixth place, just two points out of last place in the WPS’ seven-team league. Only FC Gold Pride (Bay Area California-based team) finished below the Red Stars in the league’s inaugural season.

With a record of 5-10-5, totaling 20 points, the Red Stars have a lot of improving to do if it would like to join the league elites. Right off the bat, the 2010 season will be more difficult as two teams -- Atlanta Beat and Philadelphia Independence -- have been added to the fray.

Red Stars GM Marcia McDermott has her hands full in putting together a club that, even with FIFA Player of the Year finalist Cristiane, couldn’t make the playoffs. Cristiane remains a free agent, currently on loan with Santos FC. Chicago still hopes to have her back in a Red Stars uniform next season.

McDermott has made some acquisitions, including internationals Katie Chapman and Kosovare Asllani. Among the players lost by the Red Stars were Nikki Krzysik and Danesha Adams, both lost to the Independence in the expansion draft.

Soccer Hype got a hold of McDermott to discuss all-things Red Stars. Here’s what she had to say on the 2009 season and what to expect in 2010:

Giovanni Albanese Jr.: How do you feel the inaugural season for the Red Stars went, overall, on and off the field?

Marcia McDermott: Well on the field we were disappointed with our results. Not making the playoffs is unacceptable here and we are working hard this off-season. That said, there were positives on the field. I believe Emma assembled a talented roster. The fans made strong connections to several players on the Red Stars like Megan Rapinoe, Karen Carney or Brittany Klein, to name just a few, out of a sincere appreciation for their passion, talent and work rate.

Off the field, we did very well selling season tickets, but did not have as strong a group presence at our games as we expected.  Peter Wilt, our President last year who is also one of our owners, emphasizes building fan loyalty through strong customer service and that’s something our staff really embraces. Our players also do a wonderful job out in the community and you can tell the fans really appreciate that effort. It’s crucial for our success. We play in a first class stadium at Toyota Park, which really allows us to present a professional event. The feedback from our fans about their game day experience has been very positive.   We were able to Webcast the majority of our home games, which provided a wider audience for the Red Stars. Our camps and merchandise efforts also got off to a good start.  As people got to know the Red Stars they really connected to the team, staff and brand—it took us some time to get the word out last year, but we had a strong second half of the season in attendance, which has given us momentum leading into 2010.

GA: What good can you take from a year where the team finished in sixth place, and didn’t qualify for the WPS post season?

MM: Last year we launched a franchise in women’s pro soccer. That’s pretty exciting. We built a high quality roster with dynamic and exciting players. We return a core of them around whom our coach wants to build. We know these players better as athletes and as people and it will be easier now for Emma to build a cohesive team as well as a talented team. And, as I said above, our fans really connected to many of the players on the field and that is crucial to building our fan base.

GA: What improvements need to be made going into the second year, both on and off the field, to make 2010 a successful season?

MM: We know we have a talented team and we believe we are prepared to be a more cohesive and consistent team in 2010. Kate Markgraf’s return to our defense, and the acquisition of Katie Chapman, will have a big impact on our defensive performance on the field. This is crucial for us. And, we certainly have quality attacking personalities including the addition of Kosovare Asllani, but we simply need to be more dangerous and finish more.

Off the field, we need to build on the momentum in attendance that we ended the season with in 2009. We must do a better job with group ticket sales and we believe we have the ideas to do so. We know we need to continue to reach deeper and deeper into the youth soccer community both through our own sales efforts and by enlisting advocates who help to bring more people to the games. We are looking at ways to continue to incentivize those fans who organize groups or refer other season ticket holders.  We do not put a large investment in traditional marketing so we need to maximize our grassroots approach and our use of social media. And, as well as we did getting our players into the community, we know we can be more organized and maximize those opportunities.

GA: There have been a lot of changes to the roster -- out with Nikki Krzysik and forward Danesha Adams; in with Kosovare Asllani and Katie Chapman -- in the few months since the season ended. How will the losses affect the team -- chemistry and play? What will the additions bring?

MM: We appreciate Danesha and Nikki helping us launch this club and wish them luck in Philly. The first year of a league is tough when you are bringing together an entire roster. You learn a lot in that year about the team and personnel and you expect to come out of it with your core that you then build upon. I think Emma has a very clear vision of the style this team wants to play, and with Chapman and Asllani she is bringing on players that will only enhance our cohesion as a team. Obviously she is not done building.

GA: If there is a position of need you are still trying to fill up, what would it be?

MM: We will continue to strengthen our defense. But with the addition of Chapman, and the return of Markgraf, we have already taken great strides. We needed a player in the midfield who could give us that defensive resolve while at the same time be a quality addition to our attacking style. We believe we have added that in Chapman.

GA: With the WPS Amateur Draft just about a month away, and the NCAA tournament just concluding, what kind of scouting did the organization do to determine who you hope to select?

MM: Emma and her staff took the lead in scouting and have an excellent handle on the talent pool out there. Again, her vision is clear and she is looking for players that will fit this team first. Talent is not the only consideration in selecting players. She has been to many games across the country and will continue to evaluate players right up to the draft.

GA: What type of player are you looking to pick up in the draft? And is there a certain player you are hoping to get with your number-four selection?

MM: This is a talented draft and the 4th slot is valuable. Beyond that, I would prefer not to indicate our strategies or intentions.

GA: How strong a relationship do you feel a GM and head coach need to have in order to succeed on a professional level? How is your relationship with Coach Hayes?

MM: Every organization approaches this differently I am sure. I believe that because the head coach is accountable for the results on the field, she should take the lead on roster decisions. I am here to advise, be a resource and to handle the negotiations with players or agents. Communication between the two of us on an ongoing basis is essential.  There is more to the Head Coach position than just running the team. We ask Emma to be a big part of our efforts to connect to the community and to play a role in our promotions. Again, Emma not only understands this, but embraces it. So, I think that we have a strong working relationship and I fully support her vision and plan for the Red Stars. At the same time, I consider her an important resource in what we are trying to build on the business side and in the community.

GA: Looking ahead to 2010, what are your goals as an organization, off the field, that you hope to reach?

MM: We need to build on the momentum from the end of last year. The attendance numbers we achieved in the second half of last season should be our starting point in 2010. Our goals have to include deepening the loyalty of our current fan base, increasing the number of people who come to their first Red Stars’ game and continuing to find ways to make a contribution to our community. We also want to continue to improve an already positive game day experience.

GA: And on the field in 2010, what expectations do you have set?

MM: We intend to compete for a championship. There is no other approach. First thing, make the playoffs and then you go from there. I think Sky Blue demonstrated that pretty well last season.