Phoenix FC's operations still work in progress

In less than a month, a ball will be kicked into play to begin Phoenix FC's inaugural season. But before that happens, there is still work to be done off the soccer field.

Phoenix FC is still finishing its roster, and front office officials still have several to-dos left unchecked even while training camp is under way for the club’s first USL PRO season.

With the team's first official match set for March 23 in Fullerton, Calif., and the home opener at Arizona State's Sun Devil Soccer Stadium a week later, Phoenix FC still needs to start its marketing campaign. Also, Sun Devil Soccer Stadium's seating capacity still needs to be expanded from 1,050 to just under 5,000.

Phoenix FC President Tim Thomas said the checklist will become shorter in the coming days. Thomas has been spending time in Seattle, his hometown, to meet with the owners and front office of MLS club Seattle Sounders FC to dis- cuss marketing, game operations and integration between the two clubs and attend the Sounders' home season opener Saturday night. He also said through Phoenix FC's partnership with Univision, TV and radio spots will be out within the next two weeks.

The light marketing efforts, though, have affected season ticket sales. During its stadium announcement in December, the team said it already had 500 deposits.

Thomas said as of Monday, Phoenix FC's season ticket total, which includes those who made deposits and those who had bought full packages, is "a little over 740."

"I think it's still pretty good since we haven't done a whole bunch of promotional publicity yet," Thomas said. "It's a decent number; I'm not upset with that number. If we got to 1,200 (by the home opener on March 30), I'd be very happy with that."

Some fans aren't too keen on seasonticket pricing, voicing their opinion on the team's Facebook page and other so- cial media sites. Comments have pointed to the ticket prices (ranges from $99$399 for 14 games) and the fees piled on top of the base price. The extra fees when buying season tickets includes a $13 processing fee that goes to GetTix.com, a Glendale-based ticketing service Phoenix FC is using, and a $17.50 “Facility Fee.”

Phoenix soccer fan Alexis Quiroz said she regrets putting down her refundable $50 season ticket deposit in December.

“I think there may be some backlash for their high ticket prices and fees,” she said. “People can't afford it in this community where the entertainment dollars are already scarce because of the toptier teams in Arizona.”

Phoenix FC's fees are high when compared with the five other USL PRO teams whose season ticket sales are also available online, with two teams charging no extra fees.

Thomas said the GetTix fee comes from the ticketing company for Phoenix FC's right to use its system, and the facility fee comes from Arizona State.

“If it were up to me, I'd have zero fees,” Thomas said. “The stadium usage fee helps with operations; it comes out to ($1.25) a ticket.”

There are extra fees on Diamondbacks' spring-training single-game tickets (a $3.50 "Order Processing Fee") but none for full season tickets.

With the season opener creeping up, each day seemingly brings another challenge, but also a goal to be met.

“Every day it gets more exciting, it's slowly increasing,” Thomas said. “As much as I want the days to go by quickly, it seems there's never enough time, is there?”

Phoenix FC coach David Robertson is happy with his team on the field. There have been minor injuries and he's still waiting on three signed players to arrive from Brazil, but he said the team's other international players have been "first class" and things are going well.

“They all want this to work,” Robertson said of his players. “They want a successful season. We all want to be part of something new, something big.”