International Touch Helps Selling of Soccer to Southland

The voice carrying over the loudspeaker system was music to the ears of professed soccer junkie Lionel Conway. At long last, here was somebody--and an American, no less--who had acquired a taste for international soccer.

“Hey, you seem pretty up to date on these international players,” Conway said to the public address announcer. “Where did you learn so much about these lads?”

Don Burris smiled as he leaned back in his steel folding chair. As he surveyed a crowd of 1,400 at Cal State Northridge’s North Campus Stadium on Sunday, Burris’ burden was clear.

“I have to keep up on the players,” Burris politely answered back. “International, college, clubs, youth, or whatever, because we’re all in this together.”

Conway nodded in agreement. As the manager of a club soccer team and an executive at a Los Angeles record company, Conway knows a little about promotion and a lot about hype.

Conway knew as well as Burris that filling seats for a soccer match is roughly akin to marketing tofu: The product isn’t bad, but if you’re not used to it. . . . For many, soccer is the soybean of American sports: Even after you’ve tried it, you’re still not exactly sure what it was. Ask 10 people who the Los Angeles Lazers are and nine will think you meant Lakers.

Selling soccer in Southern California requires Burris to be part boss and part brassy salesman. As the president of the California Kickers--who play their home matches at CSUN--Burris is responsible for a plethora of administrative activities. Away from the office, however, his task defies description.

From collecting entry blanks for a halftime drawing to tracking down team rosters to providing the auditory entertainment, Burris’ business demands a certain flexibility.

“I guess I’m the chief cook and bottle washer,” Burris said in a matter-of-fact tone. “I do a little of everything.”

And as the public-address announcer, Burris blends hyperbole with play-by-play in an attempt to keep the atmosphere as easily digestible as possible.

At the microphone, he’s just as likely to point out a local fan or celebrity as he is a particular play. And that’s all part of trying to appeal to as many different tastes as possible.

“I try to keep them entertained,” he said, his eyes scanning the large crowd. “Pretty good turnout today. You know it’s a good crowd when there’s people sitting on both sides of the field.”

Burris continued the rapid-fire play-by-play.

“Grrrrreat play by Exile goalkeeper John Lythgoe on the North end of the field--where we also have Kickers T-shirts, buttons and other souvenirs on sale. You’re witnessing some great soccer out there, ladies and gentlemen, and don’t forget to fill out those entry blanks for the drawing at the half. There’s something here for everybody.”

The color commentary is also Burris’ way of trying to fill the seats. When everything falls into place, Sundays are fun days.

“Sometimes when I see crowds like this I know it’s just a matter of getting some coverage,” Burris said. “There’s no reason we can’t draw a few thousand people with the right promotion.”

And crowds are the key. Burris said the Kickers averaged “800 or so” during regular-season play in the Western Soccer Alliance, a six-team open league. Last season, the Kickers finished first in the WSA, but this year they lost five straight and slipped to last place at 4-6. Formerly a professional team, the Kickers also went amateur this year. The move allowed the team to use college players--including three players from CSUN--and to save in salaries.

The Kickers are presently in the midst of a three-game exhibition schedule against world-class competition.

“Playing the international teams gives local fans a chance to see competition at its best,” Burris said.

Keeping the locals coming back is the trick. Sunday, the double-bill foot-fest promotion apparently worked.

The preliminary event was a match between the Lazers of the Major Indoor Soccer League and the Exiles, a club team composed of expatriate players from the United Kingdom. The Exiles are led by Scottish rock star Rod Stewart and sponsored by Island Records.

Veteran shock-rocker Alice Cooper was scheduled to play with the Lazers, but he failed to appear.

“Just as well,” said Conway, the manager of the Exiles. “Alice Cooper doesn’t know anything about football.”

Unfortunately, Stewart couldn’t make it either.

“His girlfriend is expecting a baby,” Conway said. “Rod plays with us as often as he can, but he’s been pretty busy.”

Cooper, on the other hand, was your basic no-show.

“He’s supposed to be here,” Burris said. “When he shows up, we’ll get him out there.”

Alice’s absence actually paid off for the Lazers. Even without Cooper, they barely edged the amateur Exiles, 2-1.

Many of the fans in attendance never noticed the absence of the two. Others, however, were there to watch the rockers roll.

“They said in the paper that Rod Stewart was going to be here,” said Tracy Curtiss, 20, of Simi Valley. “Alice Cooper, too. I drove all the way out here, paid $8 and neither one of them are here. I’m pretty bummed.”

Curtiss--who wore a black, heavy-metal tank top--was in the minority. Others in attendance, clad in more traditional garb, were just as happy that neither managed to make it.

“I’d never heard of either of them, but my uncle said they’re both pretty weird,” said Mike Keevers, 12, of Burbank. “I couldn’t care less whether those guys are here or not. I just came here with my mom and dad to see the team from England play.”

The English team played the Kickers in the nightcap. Norwich City, a world-class team from Great Britain, finished fifth in the First Division this season. The team played the Kickers as part of a four-city tour of the U.S.

Of course, any financial kick they could give Burris’ team couldn’t hurt.

“This is what it’s all about,” Burris said. “Letting people see some international competition.”

Burris and the Kickers did their best to give the pair of games a circus-like atmosphere. When Burris wasn’t reminding spectators to attend upcoming games-- “Remember, next season is the year for your Los Angeles Lazers. Get those tickets and go see a match at the Fabulous Forum”-- he was busy hawking wares. “Don’t forget to visit the concession stand. And on your way down there, stop and pick up a free Kickers sticker and team poster. And thanks to the people from Gatorade for coming by today.”

The Norwich City jerseys were a hot item at the souvenir stand. The team, despite playing without several starters, was hot as well, defeating the Kickers, 4-1.

The Kickers have a fairly loyal following, Burris said, but as he checked out the crowd on Sunday, there was a noticeable gleam in his eye as he noticed the number of young fans in the audience. Burris immediately jumped back on the microphone when he was handed a piece of paper from youth team representative.

“We’d like to recognize the Granada Hills Gunners, a talented group of kids in attendance here today who were second in the state in the 12-year-old division.”

Burris smiled as the contingent of parents and players cheered.

“Got to keep ‘em coming back,” he said.