Stadium’s updates to debut March 18

Whether in regard to personnel or stadium upgrades, Ted Segal said he would continue to improve the Dynamo and Dash in all facets when he took over as majority owner in June 2021.

During a 2022 offseason after the Dynamo failed to make the MLS playoffs while the Dash made the NWSL playoffs for the first time, changes have been made, with some more visible than others.

When the Dynamo open their 2023 regular season Feb. 25 at Cincinnati, Ben Olsen will be the club’s new coach. In December, a month after Olsen’s hire, Sam Laity was named head coach of the Dash.

“There are many changes and improvements, which is our continual mission: to improve the quality of the play on the field, improve the fan experience and make an impact on the community,” Segal said Wednesday at Shell Energy Stadium, which is undergoing an offseason renovation.

New mesh seats are being added at the downtown facility, previously known as PNC Stadium. The latest phase of renovations began in November and includes an airconditioned club at the east concourse for premium members, doubling the size of the stadium’s climate-controlled space.

The Shell Energy Deck, an enhanced experience for fans, was part of phase one renovations during the 2021 offseason.

The newly renovated Shell Energy Stadium will open to fans when the Dynamo host Austin on March 18. The Dash’s home opener comes March 26 against Racing Louisville. The Dynamo play a preseason game at the stadium on Saturday against FC Dallas, but the match will not be open to the public.

An overhaul of the seating is costing roughly $5 million, about the same figure for the air-conditioned club.

With the men’s 2026 FIFA World Cup to be played in the United States, Mexico and Canada, interest in soccer is expected to increase in the Houston area. In their final game of 2022, a 2-1 home playoff loss to Kansas City, the Dash had a sellout crowd of more than 21,000.

“We believe as we get to 2026, we’d like to see a sold-out stadium for Dash and Dynamo,” said Dash president and chief operating officer Jessica O’Neill, who oversees business operations for both the Dash and Dynamo. “It’s possible, and there is a path to get there.

“Much of it is because of Ted’s support. When you have that financial support from ownership, it makes it more rewarding for our fans.”

On non-soccer dates, particularly during the international window or offseason, Segal would like to see the venue host more concerts and community events.

While the Dash enjoyed their best season last year, the Dynamo struggled to hold leads. Olsen was brought in to turn around a franchise coming off a 10-18-6 campaign in 2022, when it failed to make the MLS playoffs for a fifth straight season, finishing 13th out of 14 clubs in the Western Conference.

“Nobody in this organization will be satisfied with the results of the past,” said Segal, who indicated signings of major stars will be forthcoming. “We all have the common objective of qualifying for the playoffs and competing for championships. I have high expectations for this club. I’m trying to make positive change across the organization, and you see that today.”

Only a handful of players remain on the Dynamo roster Segal inherited 20 months ago. Offseason acquisitions include twotime MLS Cup winner Franco Escobar, attacker Iván Franco and Brad Smith, who will shore up the defense.

“There’s a lot of optimism with what we’ve done, who we’ve brought in,” Segal said.

The Dynamo have made recent hires in business and sporting operations. Earlier this month, the Houston organization announced a multiyear partnership with chef Hugo Ortega to improve food offerings at the stadium.

On Tuesday, the club said Nick Kowba will oversee player pathway from Dynamo Academy to Houston Dynamo 2 and that Tony Vigil will be the Dynamo Academy’s first general manager.

Roy Lassiter has been appointed head coach of the new Houston Dynamo

United Premier Soccer League team, which will provide more opportunities for local players and connect the U-17 team to Dynamo 2. The team, which will compete yearround in the UPSL, will also train at Houston Sports Park.

“We had an evaluation period last year to see where our club was at,” Dynamo general manager Pat Onstad said. “We wanted to make sure the priority here is on winning, and we brought in a lot of staff members that have a history on doing that.”

Also on Tuesday, it was announced that veteran sports executive Sarah Jo Luedtke will join the club as chief marketing officer. She is the third front-office executive hired since Segal’s arrival.

“We’re intentionally trying to make sure our personnel matches the vision and ambitious goals that we have,” O’Neill said.