Swarm, rookie bank on his appeal to fans

For the vast majority of athletes, having more fans in the stands at home games creates a better atmosphere and an on-field advantage. To the Minnesota Swarm's Zack Greer, it also means a fatter paycheck and, potentially, more work for him.

Such is life for the young, talented and marketable rookie lacrosse player, who was chosen No. 3 overall in the most recent National Lacrosse League draft by the Swarm not only because of his scoring prowess but also because he is the kind of player around whom a master plan can be structured.

With Greer willing, the Swarm created a unique contract centered around "Section 88," a rooting area specific to Greer. The more tickets he helps sell in that section, the more money he makes. In addition, fans buying tickets in his section earn credits toward having him come to a community appearance, an autograph session or even a clinic.

"We grabbed him and we said, 'What can we do with this?' " said Swarm owner John Arlotta, who bought the team in 2008. "There was no precedent that I could find. This is more a matter of my business, sales and marketing background. I don't mind paying someone, but I like to pay for performance."

Long before the 6-2, 190-pound forward ever hit the floor for the Swarm -- Minnesota's first game was a loss Sunday at Calgary, and the home opener is a rematch at 7:30 Friday at Xcel Energy Center -- he was already going on sales calls and making appearances in front of youth associations in an attempt to sell tickets and drum up interest in the team.

"We were both on the same page," Greer said. "I wanted to be in the community. I love doing camps and working with kids. And it gives me an opportunity to make more money."

Indeed. Rookies in the NLL make $8,000 for the 16-game schedule. Greer likely will make at least that much via Section 88 ticket sales. He'll make money from camps and clinics. He'll make money playing outdoor lacrosse in the offseason. He has a sponsorship deal with Reebok and another deal in his native Canada.

Most players live in different cities and fly in for games on the weekend. Greer is contractually obligated to live in the Twin Cities.

Both parties consider it win-win. But it wouldn't work with just anyone.

Greer's story should sound familiar to generations of Minnesota rink rats. He grew up in Ontario and started playing lacrosse at age 3. His father built nets in the summer and put up a fence in the back yard; in the winter, the family switched to hockey. His sister Kalley is a lacrosse goalie for Team Canada, and his brother Bill plays for Orlando of the NLL. Greer was a Tier II junior hockey player and played both sports until the opportunity to play lacrosse and attend school at Duke came along.

Greer's Duke career was interrupted by the well-known lacrosse team scandal in 2006, when three players were accused (and ultimately exonerated) of sexual assault. He wasn't one of the players directly involved, but everyone there was affected.

"There were camera crews sneaking into our dorms," Greer said. "It was nonstop for 18 months. It was a crazy experience. It makes you grow up a little faster than you might have otherwise."

Now he's living in St. Paul -- "I love it here. It reminds me a lot of home," Greer said. More importantly, he's making money playing -- and selling -- the sport he loves. Arlotta said he expects it to take a year or two for the Section 88 plan to fully take off, but he has faith in the man behind the number.