newjerseynewsroom.com

BY JOE FAVORITO

NEWJERSEYNEWSROOM.COM

ON N.J. SPORTS MARKETING

There has been so much talk about the new arenas in the area in the past few years—from all those built and running (New Meadowlands Stadium, Prudential Center) to those still coming (Barclay's Center)—that it is sometimes hard to keep track of all the good and bad these new stadia can offer. However one not to be overlooked for a fan experience, and one that has often been bypassed, is Red Bull Arena. Say what you want (all of which is valid) about the tech-savvyness and fan outreach of the Devils at The Pru, the fun times that one can have at a Blue Claws game, the amenities for the Jets and Giants. The tradition of the Rangers and Knicks at MSG, or the never-ending outreach of the Nets, for in-game, in-arena feel, little can beat what the Red Bulls have created for 90 minutes.

A recent match with the Chicago Fire brought a sellout crowd on a rainy Friday night (with the crowd staying dry because of the overhang that covers the stands) with an end zone full of never-ending noise, banners and support from Red Bull faithful. Their infectious enthusiasm kept even the casual fan riveted on the game for the full 45 minutes of each non-stop half, and the intimacy of the seating puts fans right on top of the pitch, in a style similar to the best arenas in Europe but one that is foreign to most major stadia here.

Now credit MLS with helping guide and encourage soccer specific venues for the league. Like the retro ballparks that sprung up during the 1980s and 1990s, the stadiums for soccer in the States have been a big reason for the rise of MLS as a sports brand, and Red Bull Arena does not disappoint. It is all about the game and the experience when play begins, and it gives even the novice a great feel for what it is like to be an ardent fan of the club. The same experience could never have happened in the vast expanse of Giants Stadium, even with a crowd twice the size.

Now the stadium and the overall experience away from the field still is very much a work in progress. Public transportation is a huge plus and the way to go, taking PATH to Harrison from all points. Parking is an absolute nightmare. Leaving the arena took as long as the game itself, which is really disappointing considering that a full stadium is less than 25,000 and a majority still come via public transport. That experience alone will deter the casual fan from returning. And although the experience for the game is great, there is still no real connection to the players for a casual fan. There were hundreds of shirts in the stands adorned with the number and name of Thierry Henry, but there were also many conversations between first timers about who was in the field and where they were from. There is no additional video board to show stats or give information about the players during play, all of which would enhance the experience.The night we attended also saw a lack of programs, so there was no chance for those sitting in the stands to follow along with those on the field who knew the teams really well.

Although the Red Bulls have also made a greater commitment to field marketing and grassroots involvement in the past year, there is no connection to the richness of soccer in the area to the stadium. The Prudential Center is adorned with the jerseys of every high school hockey team in the State, and has become the centerpiece for all things hockey in the area. There is no such connection yet with the Red Bulls, the arena and the community. The stadium is actually barren of any photos of Red Bull players current or past, or of local stars who have gone on to soccer greatness. All of those little things will make the overall experience match what goes on during play in coming years.