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Thunder is flexing its muscles
New owners, a larger budget and plans for a new stadium have the Thunder optimistic about attracting more fans.
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Becoming a team of consequence permeates every aspect of the Minnesota Thunder soccer franchise.
New ownership (Belgium-based WingField Corp.), a larger operating budget (which could exceed $2 million) and plans for a new stadium by 2012 have created a buzz within the franchise -- one the Thunder is banking on the public feeling as well.
"As I tell my friends, we're moving the organization from black-and-white to color," said Peter Johns, the Thunder's new marketing director. "Then, we'll go digital."
Minnesota will begin the regular season at 9 tonight at Portland, then play Saturday at Vancouver. The Thunder will take 18 players on the road trip, a first for third-year coach Amos Magee. The previous ownership trimmed the travel budget and permitted only 16 players to fly to back-to-back matches. Minnesota won just six road matches in the past three seasons.
Restoring the travel budget was one of the items on a wish list Magee discussed with Dean Johnson, a St. Paul native who, along with Henk Habers, heads WingField, a real estate development and investment firm that purchased the Thunder in August 2007.
Since WingField took over, player salaries have nearly doubled, moving Minnesota's player budget into the middle of the United Soccer Leagues First Division. A larger scouting budget enabled the coaches to evaluate players in such places as Florida, South Carolina and Argentina.
Earlier this month, the team trained outside for 10 days in North Carolina and Virginia. Last year, the Thunder trained in La Crosse, Wis., and spent two days inside pedaling stationery bikes because of a snowstorm.
Failing to post a winning season or make a playoff appearance since 2004 diminished the team's profile, so the marketing budget was substantially increased -- a big reason, team officials said, season ticket sales are up almost 30 percent from last season.
"I'm not sure where we'll be at the end of the season or if we'll make a profit," Johnson said. "But we realize we need to reposition this team and that takes some reinvesting."
Also in line for an upgrade is the Thunder's home field, James Griffin Stadium in St. Paul (on the north side of Central High School overlooking I-94).
Plans call for putting team flags on the stadium light poles, painting the field and replacing the scoreboard and press box. The Thunder also hope to get a share of parking and concession revenues. Johns said they are working with the St. Paul Public School District to gain approval.
While working to gussy up Griffin Stadium -- where the Thunder has its home opener May 4 against Rochester -- Johnson and his partners are also making plans for a new, privately-funded stadium as part of a larger development project. He said "architects and consultants are working as we speak" to research potential sites. WingField was in negotiations with Ramsey County earlier this year for riverfront land in downtown St. Paul.
Johnson hopes to build the stadium within the next four years; Magee said the new owners' efforts to date are encouraging.
"The word I use is accountability," he said. "The new ownership has been accountable in terms of providing better resources. The players, in turn, have no excuses. We've said that in the past, but now there won't be doubts creeping into players' minds."
David La Vaque • 612-673-7574
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