Stars' stability to benefit team on, off the pitch

Free to explore more creative marketing methods, Djorn Buchholz, CEO of the NSC Minnesota Stars pro soccer team, organized the overnight placement of 2,000 promotional scarfs in downtown Minneapolis and St. Paul, as well as Uptown and at the University of Minnesota and other local college campuses. Folks who find a scarf Friday morning can bring it to Saturday's home opener against Carolina, beginning at 7:30 p.m. at the National Sports Center in Blaine, and exchange it for two free tickets.

It's an example of the organization's "new type of energy," Buchholz said -- one created when the Stars, who arose from the ashes of the Minnesota Thunder in 2010, had their ownership transferred to the North American Soccer League, the league in which the team plays, during the offseason. The NASL is committed to three years of ownership -- a consistent span that Buchholz hesitated to call a last chance, but one critical to ensuring the long-term viability of pro soccer in the Twin Cities.

"There was a giant question mark in terms of stability that didn't allow us to focus on improving our product on the field and our fan base," said Buchholz, who spent six seasons as the Thunder's general manger. "Now we don't have to worry about that."

With solid financial backing, the Stars' front office and players are committed to making their team attractive to a potential independent owner -- a process they said starts with winning games (the Stars are 1-1-1 so far this season, all on the road) and selling tickets. The Stars returned 15 players from a team that made the playoffs with a 11-13-8 record and averaged 1,374 fans per home game, 10th out of 12 league teams.

Working last season as the CEO of the Austin Aztex, Buchholz raised ticket sales by 20 percent. Since joining the Stars in December, Buchholz has worked almost exclusively on ticket sales. The Stars have sold 250 season tickets, tripling last season's figure.

"These guys have a lot more fun playing in front of 3,000 people than they do 500," Buchholz said. "For us to focus on marketing and drawing people in, I hope that's going to translate to the on-field success as well."

If the optimistic refrain sounds familiar, it should. In 2009, the Thunder ended a 20-year run in financial ruin and left local pro soccer in jeopardy. Buchholz said player morale suffered when they were twice forced to wait a few extra days for their paychecks.

In 2010, the National Sports Center owned the new Stars team. But a lack of preparation time and a tight budget hurt marketing efforts. And when the United States Soccer Federation required each team to have a principal owner with a net worth of $20 million, the NSC -- a nonprofit organization -- started looking for a new owner.

As a result, the Stars were in danger of folding until the NASL came forward.

With an eye to the near future, coach Manny Lagos -- whose father, Buzz, founded and coached the Thunder -- said he believes the Stars will make the most of their three-year opportunity to stake their claim in a competitive sports market.