Minnesota “Joins the World”. . . and Quickly Leaves THE MINNESOTA KICKS, 1975–81

Timothy D. Grundmeier The atmosphere was described as What makes the crowd’s size, “supercharged”; the scene, “pande- excitement, and composition even On Wednesday night, monium.” Following the fi nal whistle, more intriguing is the realization August 25, 1976, at Metro- thousands of jubilant supporters that soccer was unfamiliar to most politan Stadium in Bloomington, a stormed the fi eld, mobbing their Americans—certainly, Minnesotans— standing-room-only crowd of nearly heroes and celebrating the victory. at the time. Several attempts had 50,000 fans watched the Min- One player commented, “I’ve been been made to establish this global nesota Kicks defeat the San Jose carried off the fi eld before, but never game in the United States, but by Earthquakes, 3–1, to advance to the by such a tremendous, enthusiastic midcentury it remained largely un- championship game of the North crowd.” Moreover, a glance around known, except to some immigrant American Soccer League (NASL). the stadium revealed a much differ- groups. Then, beginning in 1968, or- The match—the Kicks’ fi nal home ent assemblage of fans than the usual ganizers of the newly formed NASL game of their inaugural Twin Cit- crowd at the baseball and football ies season—was signifi cant not games also hosted there. As many Color poster showing the team’s only because of the players on the women were cheering as men, and signature orange-and-blue (on white) fi eld but also the fans in the stands. the median age was not above 25.1 uniform colors

102 Minnesota History made the boldest attempt yet to many characteristics of this playoff Early on, the investors made a bring the world’s most popular sport crowd were also harbingers of a crucial decision that would greatly into the mainstream of American troubled future. One news paper affect the seasons to come: the team life. At its height between 1978 and article noted, “While the spirit was would host games at Metropolitan 1980, the league featured 24 teams undeniable . . . there also was a Stadium, home to Minnesota’s pro- spanning North America from Van- certain amount of ugliness in the fessional football and baseball teams, couver’s Whitecaps to the Tampa Bay massive rush to the fi eld. . . . and fi - the Vikings and Twins. Owners of Rowdies, the Toronto Blizzard to the nally policemen went onto the fi eld, several other NASL franchises had San Diego Sockers.2 threw some fans back over the fence chosen smaller stadiums that were Despite signifi cant investments, they had climbed and threatened less expensive to rent than the larger the league was, for the most part, arrest.” 4 Such behavior was at fi rst arenas of professional teams.6 The a failure. It collapsed in 1984. excused as benign enthusiasm, but result was a self-fulfi lling prophecy: Average league attendance for one over the next six years the raucous low expectations yielded small num- season, even during peak years, was atmosphere deteriorated into unruli- bers of fans. In Minnesota, the deep never higher than 15,000 per game. ness, pushing away other fans. Then, pockets of Crocker and his associates Only two franchises ever averaged as the team’s performance on the provided the wherewithal to rent more than 30,000 fans per game pitch dipped, ticket prices escalated, Met Stadium, which could hold the in a single season. The fi rst was the and law enforcement suppressed the desired large crowds. New York Cosmos which, fueled by crowd’s excesses, the fans so crucial The task of drawing those crowds the city’s prestige and team owners’ to the Kicks’ initial success began to was given to Chuck Ruhr Advertising wealth, acquired some of the world’s lose interest. Many of the factors in of Minneapolis. In accepting the ac- most famous stars. The second was the Minnesota Kicks’ booming suc- count, the agency was well aware of the much lower-budget Minnesota cess also precipitated the club’s quick the diffi cult task ahead. “The biggest Kicks, located in a far smaller mar- demise. problem with these new clients was ket. Nevertheless, the Kicks broke that they didn’t really have anything the 30,000 mark twice and from tangible to sell,” Ruhr later said. 1976 to 1981 averaged more than As the NASL was beginning “They had a name, a logo, a franchise 23,000 spectators per game. In that to show signs of progress, . . . but they had no coach, no team, 1976 game against San Jose, they several corporate grocery men de- no big name star.” produced a new NASL record atten- cided to invest in a franchise for Moreover, they were dance of 49,572.3 Minnesota. Chief investor Jack making their way In many ways, the jubilant Crocker of SuperValu and his associ- into an area with August 25 playoff game illustrates ates announced their purchase of well-established the cultural phenomenon that the the Denver Dynamos in November professional teams. Kicks would become. The team was 1975. Certainly, they saw economic Given these chal- successful because it consciously opportunity in this venture, but lenges, Ruhr’s targeted young people, typically un- building a large fan base was the marketing efforts concerned with traditional sports, group’s primary concern. “We aren’t emphasized the attracting them with the sophistica- expecting to make money this year or excitement, so- tion and excitement of soccer—not next,” Crocker revealed to the press. phistication, and to mention inexpensive tickets. But “We’d rather put 20,000 people in universality of the stands this summer and lose soccer, often in $250,000 than have 5,000 and lose contrast to other A product of Minnesota higher educa- $50,000.” In the months that fol- sports. They also tion (B.A., Martin Luther College; lowed, the organization that would educated fans M.A., Minnesota State University— become the Minnesota Kicks worked about the game’s Mankato), Tim Grundmeier is a doctoral student in history at Baylor out a marketing strategy that ex- rules and history. University, Waco, Texas. ceeded Crocker’s expectations in both The theme for attendance and profi t.5 the fi rst season’s

Fall 2012 103 ads said it all: “Minnesota, join the world. Join the world of soccer.” 7 Armed with this strategy, the Kicks’ front offi ce began to seek out prospective season-ticket buy- ers through personal contact at luncheons and other soccer-related events. Their efforts yielded some positive results. On April 20 the Minneapolis Tribune reported that the Kicks had beaten the Twins in season-ticket sales; nevertheless, the Kicks’ total of 4,000 fell far below their goal of 10,000.8 Instead, the team’s surprisingly high attendance would come from people in their teens and twen- ties, who almost exclusively bought tickets at the gate. After a careful demographic study of the fans of the more successful NASL franchises, Chuck Ruhr Advertising had decided to concentrate on young adults, reaching out to them through news- paper and radio. Columnist Allan Holbert of the Minneapolis Tribune noted two of these advertisements’ most effective appeals: “low ticket prices, and probably even more im- portant, free parking.” It would be an oversimplifi cation, however, to attribute the successful campaign purely to cheap entertainment. One Ruhr representative explained, “We also knew that with the kids we were up against a very tough market with intelligent, sophisticated, discrimi- nating buyers who wouldn’t come to an event just because it was there. You had to give them some cerebral and emotional reason for wanting to be there.” That reason was provided by marketing soccer as a new, excit- ing, urbane, global sport. As a 1976 television special on the team put it,

Newspaper ads steadily counted down the days to the fi rst season’s home opener; St. Paul Dispatch, May 7, 1976.

104 Minnesota History “Among the junior sophisticates, the Kicks became the ‘in’ thing, and if you were at the game, you were ‘chic.’” This is not to say that the match itself was unimportant. But, according to Holbert, for many of these young fans, a Kicks match was “more than just a game.” 9 The marketing strategy yielded results as early as the home opener on May 9, 1976. The Kicks were anticipating an attendance of about 12,000, an ambitious goal for a newly relocated NASL club. The crowd exceeded these expectations by so much that Crocker and his co- Pelé (facing camera), beset by Kicks player Alan Merrick, passes the ball to a teammate, owners were caught completely off Met Stadium, June 9, 1976. guard. Just minutes before kickoff, thousands of fans were still backed Then there is Pelé (pronounce it puh- demigod dominated sports pages and up in the ticket line. After delaying LAY) alone above them all.” In many newspaper advertisements. It did not the kickoff for 15 minutes, the owners respects, this promotional approach matter that he was past his prime. decided to allow two- to-three- coincided with the Kicks’ strategy An advertisement simply needed to thousand fans to enter the stadium of marketing the idea of soccer, not announce, “Pelé is here June 9.” 11 free of charge. The decision built the rivalries usually emphasized by A new NASL record—46,164 goodwill among the media, the com- more established sports teams. Most fans—saw the Cosmos beat the munity, and the 17,054 fans already Americans did not know facts or Kicks, 2–1. More signifi cant than this inside; the crowd “chose to cheer in- statistics about Pelé, nor could they numerical achievement, the June 9 stead of boo when it was announced recite the attributes and skills that match marked the emergence of the that the latecomers were getting in made him so spectacular. As Batson’s youth culture that would drive the free,” Holbert related.10 The Min- parenthetical note indicates, many Kicks’ attendance boom. A front- nesota Kicks had offi cially joined the could not even pronounce his name page article described the scene: world. Undoubtedly, the front offi ce correctly. Most merely understood “The crowd began fi lling up the Met would have been satisfi ed with such that Pelé had to be exciting because Stadium parking lot about two hours crowds for the rest of the season. Yet one highly publicized game soon propelled attendance fi gures to even more surprising heights. The June 9 match marked the emergence of the youth culture That game took place one that would drive the month later, on June 9, and featured the world’s most famous athlete, Pelé of the New York Cos- Kicks’ attendance boom. mos. The Kicks’ marketing, as well as the media coverage, centered exclu- sively on this “superlunar attraction,” he was the world’s best-known ath- before the game. Three-fourths of about whom columnist Larry Batson lete. Thus, the buildup to his arrival the people looked to be under 35. wrote, “There are stars in soccer. centered on his aura, not his abilities. Most had probably never seen a soc- There are a handful of immortals. Large pictures and language fi t for a cer game and were there mostly for a

Fall 2012 105 good time.” Throngs of young people, in its inaugural year, made it to the match—especially for young adults. lured in part by “the mystique of championship game. Even more With the help of reasonably priced Pelé,” had discovered a new venue impressive, the team lost only ten tickets and free parking, these youth for self-expression as well as a new home games in those four seasons. had made the traditional American sport. One slightly inebriated twenty- In addition, many observers admired tailgating experience their own, em- something summed up his and many the Kicks’ “character” and lauded the bracing a sport that they could call others’ reasons for coming to the fan-friendliness of its players and their own. Introducing Crocker at a game: “I wanted to have some kicks, coach Freddie Goodwin. At the same celebratory roast in 1976, the emcee I wanted to party, and I wanted to time, the Twins, the Kicks’ primary summed up the key to the Kicks’ suc- see the phenomenal Pelé.” Such an summertime competition, were cess: “Here’s the man who turned atmosphere would continue to bring not a winning team. During the six Metropolitan Stadium into the in large crowds. Save for one more years that the two teams shared Met Woodstock of professional sports.” 15 game that fi rst summer, the Kicks’ at- Stadium, the Twins never fi nished Notably absent from this intro- tendance never dipped below 20,000 higher than third place in the Ameri- duction was any sign of worry that for the next three seasons.12 can League West.13 this atmosphere might pose prob- lems. Certainly, the Kicks’ owners and supporters were aware of the behavior that accompanied the Twin With the help of reasonably priced Cities’ Woodstock. But this rowdiness was often treated with amusement. tickets and free parking, these After the Kicks’ record-setting 1976 playoff game, for example, Minneap- youth had made the traditional olis’s “law and order” mayor, Charles Stenvig, commented on the victory American tailgating celebration: “I think the spirit is ter- rifi c. . . . I thought they had to let out experience their own. steam. . . . who am I to criticize?” 16 Minneapolis Tribune sportswriter Joe Soucheray portrayed the pre- To be sure, other factors con- Given these factors, it is not game scene of one July night in 1977 tributed to the Kicks’ success, most surprising that, at the height of the with typical lightheartedness. signifi cantly their performance on Kicks’ success at the ticket gate in the fi eld. The team won its division 1978, Dan Stoneking of the Minneap- The other night in the Met park- in each of its fi rst four seasons and, olis Star proclaimed that “the biggest ing lot a customer could enjoy reason” for the high attendance fi g- two bands . . . three or four circus- ures was the team’s “back-to-back sized mess tents, impromptu [division] championships.” 14 This displays of motorcycle daredev- assertion would prove to be errone- iltry and the latest fashions in ous the following year, when the customized vans. Records and team had its most successful season near records were established for on the fi eld—fi nishing 21-and-9 and beer consumption. . . . losing only one regular-season home The demographic scorecard game—but saw attendance drop by might read: average age, 24; sex, more than 20 percent. undoubtedly; favorite clothes, Instead, the chief reason for the coveralls worn by house paint- Minnesota Kicks’ success was their ers; hobby, looking good; income, unique ability to create an exciting what, me worry?; soccer knowl- atmosphere that made each home edge, increasing in quantum game an event—not just a sporting leaps.17

106 Minnesota History lauded the low-budget Kicks in com- parison to the high-rolling New York Cosmos: “If there is a true success story in the North American Soccer League, it is the Minnesota Kicks.” 18 As the season unfolded, though, the Kicks would see declining ticket sales and a disgruntled fan base, situations that would worsen in coming years.

Chuck Ruhr Advertising realized well before the start of the 1979 season that several eco- nomic factors—“player costs up . . . stadium costs up . . . overall Kicks operating budget down”—would make it diffi cult to maintain the at- tendance and profi tability of past seasons. Because of these concerns, management had chosen to raise ticket prices by one dollar in each price range and add a two-dollar parking fee. To counteract the antici- pated backlash, the agency decided to “position Minnesota Kicks Soccer as the entertainment that continues to give you more value on a dollar for dollar basis than any other en- tertainment in this area” and run a promotional gimmick at every home game. The positioning theme would be: “Minnesota Kicks Soccer. Still the most kicks per buck.” 19 Sample ad for the 1979 season, listing all pregame entertainment, After the season opener against including the debut of the dancing “Cheerline” Atlanta, where a crowd of 24,131 endured a rainstorm to see the Kicks The Kicks’ reputation spread ball and football, is the real success win 4–1, attendance fi gures began beyond the Twin Cities as the team story. To make it in a major-sports to decline, as feared. The next seven became a symbol of the success the market, not pushing anybody out home games did not exceed the NASL hoped to achieve. Per-game of the way but fi lling a gap—that’s fi rst season’s average attendance of attendance averages increased from what we’re all about. That’s success!” 23,121. The June 20 arrival of the 23,121 in 1976 to 32,775 in 1977 and NASL commissioner Phil Woosnam ever-popular New York Cosmos, now held steady at 30,928 in 1978. Lamar called the Kicks’ record-setting atten- without Pelé but featuring another Hunt, owner of the Dallas Tornados dance in the August 25, 1976, playoff world-famous player, Franz Becken- and a founder of the league, told game “the sports story of the century.” bauer, temporarily resuscitated the Sports Illustrated that “Minnesota, At the start of the 1979 season, the Kicks’ crowd numbers to 43,562. But averaging 33,000 in a city where praise extended beyond in-house only two of the remaining eight home they walked in cold against pro base- hyperbole. A Washington Post article games drew more than 30,000 fans.

Fall 2012 107 By the end of the season, Crocker dictable reasons, offering instead a may have wished to recant his earlier tongue-in-cheek explanation: be- proclamation that he would “rather cause “the team keeps improving and put 20,000 people in the stands and scoring more and more goals,” fans lose $250,000 than have 5,000 and were leaving the party in the parking lose $50,000.” The Kicks’ average lot early, ruining the atmosphere.21 attendance had decreased to not Soucheray was right in one much more than 20,000, and the respect. The conventional explana- team had lost close to the large sum tions, while certainly factors, did not Crocker had once casually dismissed. tell the full story. The weather was Following the 1979 season, he and not always pleasant, but the Kicks’ his associates began looking to “ped- largest early-season crowd came on dle the franchise,” the Minneapolis the coldest game in their history. Tribune reported.20 On warmer days, such as the June 3 Analysts, both inside and outside match-up with Tulsa, attendance was Head coach Freddie Goodwin, 1976 of the organization, offered explana- low. Star striker Alan Willey agreed: tions for the dip in attendance. At “You can’t say it’s the weather.” Also, pointed out, “The American teen- a post-season meeting, Ruhr listed while scheduling confl icts with ager, packed four to a car, doesn’t run four factors: “Poor early season the Twins did limit the number of on so thin a margin that he can’t chip weather . . . tight schedule . . . pricing Saturday-night games, the Kicks in in four bits to park the machine.” As . . . and most signifi cantly infl ation/ the past had drawn large crowds re- for the one-dollar increase in ticket recession.” The Minneapolis Tribune gardless of when they played. Even prices, Soucheray continued, “A had offered a similar assessment in the most obvious explanation—price dollar is a dime in these infl ation- August. But much earlier in June, increases coupled with the tough Soucheray had dismissed these pre- economy—had fl aws. As Soucheray Minneapolis Star, June 16, 1978

108 Minnesota History NORTH AMERICAN ary times.” Nor could the decline SOCCER LEAGUE, 1968–84 be blamed on a national trend, as overall attendance in the NASL actu- UÊ "ÛiÀʈÌÃÊ£ÇÊÃi>ܘÃ]Ê{ÎÊ`ˆvviÀi˜ÌÊvÀ>˜V ˆÃiÃÊ̜œŽÊÌ iÊwÊi`°Ê ally increased by ten percent in 1979 UÊ /ÜiÛiʜvÊÌ iʜÀˆ}ˆ˜>Ê£ÇÊÌi>“ÃÊvœ`i`Ê>vÌiÀÊÌ iÊwÊÀÃÌÊÃi>ܘʭ£™Èn®]Ê and would grow again the following casualties of minimal attendance and poor television ratings, 22 season. but the league would gradually grow again. Although Soucheray was cor- UÊ
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-ÊwÊi`i`ÊÓ{ÊÌi>“Ã]Ê rect that the young adults in the after which it lost teams rapidly. parking lot were key to the waning attendance, the root of the problem UÊ ˜ÊˆÌÃÊwʘ>ÊÃi>ܘ]Ê£™n{]ÊÌ iÀiÊÜiÀiʜ˜Þʘˆ˜i°Ê was not their dissatisfaction with the UÊ œÊvÀ>˜V ˆÃiÊÃÕÀۈÛi`ÊÌ ÀœÕ} œÕÌÊÌ iʏi>}Õi½ÃÊ ˆÃ̜ÀÞ]Ê>˜`Ê££Ê«>Þi`Ê game. It was their behavior, which in multiple cities, often moving to avoid bankruptcy. offended many older ticket holders. UÊ / iʏœ˜}iÃ̇À՘˜ˆ˜}ÊvÀ>˜V ˆÃiÊ­£xÊÃi>ܘîÊLi}>˜Ê>ÃÊÌ iÊ7>à ˆ˜}̜˜Ê To ease safety concerns, in 1979 the Darts (1970–71), became the Miami Gatos (1972), the Miami Toros Kicks called for more security than (1973–76), and the Fort Lauderdale Strikers (1977–83) before ending the usual number of police offi cers, as the Minnesota Strikers (1984). a move that may have backfi red. Their presence created, in the words of one self-described older season- Source: The American Soccer History Archives, ticket holder, “an aura of subtle homepages.sover.net/~spectrum/ intimidation,” that corroded the atmosphere for him—as well as for many young adults.23 like the fans! The ones that fi lter Such complaints led to further While previous seasons had seen down to the fi eld box seats from increases in security provided by the unruliness from young fans, it was up above and intimidate us with Minneapolis and Bloomington po- not until 1979 that the response from the foulest language imagin- lice forces. According to a policeman the media and older ticket holders able! The parking lot activity who oversaw security at Met Stadium shifted from lighthearted amusement doesn’t help either. We’re all for for both sports, “the crowd at Kicks to annoyance and, sometimes, anger. professional sports in the Twin games is a younger, more raucous The Woodstock environment, which Cities—we have tickets for all crowd than at Vikings games,” requir- management had encouraged to keep major sports—but we just can’t ing “three times as many offi cers.” attendance high, allowed some young subject business guests to such an By the end of the season, increased adults to test boundaries, sometimes abusive environment. law enforcement had substantially violently. Under the headline “Kicks’ reduced crime. Not coincidentally, Parking Lot, Not Playing Field, Often Another correspondent, a fan “since attendance had dropped as well. The Sees Fiercest Action,” the Minneapo- the team came to Minnesota,” Kicks relied heavily on admissions lis Tribune reported about a police asserted bought at the gate, mostly by the offi cer who was mugged by fi ve younger crowd. Same-day purchases drunken fans trying to sneak beer I consider myself to be relatively normally outsold advance tickets into the stadium.24 Older fans—from enlightened—hardly prudish— by well over half. But in 1979, when corporate executives to parents with but I do not intend to bring my advance purchases remained roughly young children—fi lled the mail- children to see the Kicks play stable, same-day sales declined sub- box of Freddie Goodwin, now club again for a long time to come. . . . stantially, indicating a signifi cant president as well as coach, with com- The combination of incredible drop among younger fans.26 plaints. One businessman wrote: sums of alcohol, mass profanity, Increased security worked marijuana, various degrees of against the Kicks’ carefully culti- No more Kicks games [for us]. sexual activity . . . were more than vated image as “the people’s club” Not because we don’t like the enough to detract substantially and the soccer experience as “anti- sport. Many of us do! We don’t from the play on the fi eld.25 Establishment.” Many fans felt that

Fall 2012 109 they were subject to “unreasonable their original target audience, Kicks’ disappointment. In an attempt to and uncalled for treatment” from management decided to forego the reinvigorate the club, Sweet “autho- the police offi cers. One disgruntled parking fee, beginning with the July rized the marketing strategies that letter writer labeled some of “Bloom- 2 match against Edmonton. While made the Kicks so attractive . . . in ington’s ‘fi nest’” as “storm troopers.” the move produced a season-high the fi rst place,” Soucheray reported, The higher ticket prices and parking crowd of 24,154, it also brought most notably, free parking. But fees also hurt the populist image. back the “old problems,” the Tribune while he was trying to tap into the A Kicks’ representative later com- reported: “underage drinking, ex- club’s past successes, Sweet was also mented, “It was like our attitude ploding fi reworks and people who paring the front offi ce “to the bone,” toward them had changed and their enter the lot with no intention of at- according to sportswriter Bruce attitude toward us changed in turn. tending the game, just partying.” 29 Brothers, and replacing the largely People still thought us to be the best Soon, more calls for stricter mea- popular Freddie Goodwin. This and value in town, but we sort of lost the sures came fl ooding in. The team was other moves did not sit well with edge [by increasing prices].” 27 caught in a double bind: one fan base the fans, media, or players. As the could only be satisfi ed at the expense league’s average attendance declined of another. Young adults were now less than three percent, the Kicks’ The situation deteriorated both the club’s only chance for an numbers diminished signifi cantly. further in 1980, as ticket sales immediate attendance boost and a The team fi nished the season with both at the gate and in advance guarantee of imminent demise. an average attendance of 16,605, decreased. The Kicks were now de- Later in the 1980 season, the more than ten percent below 1980 veloping a bad reputation nationally. Kicks discontinued free parking, and its lowest ever.31 Explaining the dour prospects for and crowd sizes began to decline. The Kicks’ fi nal game, a Sep- tember 6 playoff against the Fort Lauderdale Strikers, encapsulated all elements of the team’s downfall. The team was caught in a Because of a scheduling confl ict with the Twins, the match was moved to double bind: one fan base the University of Minnesota’s much smaller Memorial Stadium. Before could only be satisfi ed 10,722 spectators—almost 40,000 fewer than at their playoff victory six at the expense of another. years before—the Kicks lost, 3–0, in their only home game played away from Met Stadium. The young fans the NASL’s future, sportswriter Ray Though the 16-and-16 team man- had moved on, and the Woodstock- Ratto told Soccer America readers, aged to sneak into the playoffs, the like atmosphere had evaporated. “The novelty has worn off some fran- season ended with a poor showing on Soon the Kicks, too, would disappear, chises, most notably in Minnesota, the fi eld and in the stands. The team as a debt of more than $500,000 where the Kicks are fl oundering lost to Dallas in the fi rst round, with and two missed pay periods forced badly. . . .[It] is another disaster-in- an attendance of 17,461—below its the NASL to fold the franchise in progress. The open-door policy—free season average of 18,279, which was November 1981.32 parking, tailgater’s heaven, low the smallest yet. Even worse news Shortly before the club’s fi nan- prices—apparently brought in a lot for the Kicks was their projected net cial collapse, a St. Paul Dispatch of riff and raff, and a lot of families loss of $500,000. A few weeks later, article lamented its plight. Citing are getting turned off by the at- Crocker announced the sale of the the team’s best-known slogan, “In mosphere.” 28 The Kicks’ poorest team to a group led by Welshman 1976, Minnesota Joined the World,” win-loss record to date did not help Ralph Sweet.30 columnist Jim Wells commented, the attendance situation. The 1981 season—the Kicks’ “That was a message suggesting that In an effort to renew rapport with sixth and fi nal—was fraught with Minnesotans had been backwoods

110 Minnesota History isolationists before the arrival of soccer.” He went on to lament how the team that “brought the world to Minnesota” was now “in danger of leaving it.” 33 Like many others, Wells blamed the new owner, but the Kicks’ failure had been set in motion years before Sweet took the helm. The same factors that had created the at- tendance boom—most notably, the support and shenanigans of young adults—had precipitated its decline. The exuberant atmosphere that had carried Minnesota into the world of soccer could not be sustained.

The end of the Kicks did not mean the total collapse of Minnesota’s soccer culture. In November 1983, two years after the team’s failure, the Minneapolis Star and Tribune announced that the NASL would return to town. The Fort Lauderdale Strikers—ironically, the team that defeated the Kicks in their fi nal game—was relocat- ing to the Twin Cities. The team’s owner was Elizabeth Robbie, wife of Joe Robbie, a Minneapolis lawyer and owner of the National Football League’s Miami Dolphins; the gen- eral manager was their son Tim. Though the Robbies were unable to secure the rights to the old team name, they promised that there would be a “Kicks’ fl avor to much of the Strikers [sic] effort.” Like the Kicks, the new team would make Poster, undated, its orange-and-blue letters echoing the team’s colors its home at Minnesota’s largest sta- (see inside back cover of magazine) dium: the Metrodome in downtown Minneapolis, which had recently The Strikers immediately faced recreate. The biggest problem, how- replaced Met Stadium. Management signifi cant challenges. Pundits ever, was the severe decline of the would also attempt to produce the wondered how attractive an indoor NASL. In the upcoming 1984 season, “spirited tailgating” so instrumental venue would be during the summer only nine teams would take the fi eld. to the Kicks’ success. The Strikers’ months. In addition, the Metro- Though the league’s new president marketing slogan even paid homage dome’s lack of onsite parking was hoped to rebuild, this season would to their predecessors: “Minnesota’s hardly conducive to the “festive prove to be the NASL’s last.35 newest kick.” 34 atmosphere” the owners hoped to These circumstances doomed

Fall 2012 111 the Strikers from the outset. Never- tained interest. The Strikers played league teams playing in smaller theless, the team’s first home game, their final game on September 14 stadiums. Both the Minnesota Thun- an exhibition against the New York before a crowd of 8,989 fans who der (1995–2009) and, currently, Cosmos, drew 21,039 fans, more booed as the team lost.36 the Minnesota Stars have appealed than the franchise had ever drawn One key factor, lacking in the mostly to families with soccer- in a regular-season game in Florida. Strikers’ single season, had propelled playing children. The problems of To build on this surprisingly large the Kicks’ box-office success. While crime, drunkenness, and unruliness crowd, management hosted several the Strikers were wise to target the no longer surround Minnesota soc- events at the regular-season opener, youth market and aim high by rent- cer, but neither do large numbers of hoping to “attract people 18 to 34 ing the Metrodome, management fans.37 The future of Minnesota pro- years old,” but attendance dropped made the mistake of thinking it fessional soccer might just depend to 15,631. In another attempt, on could manufacture success through upon achieving the balance that the May 28, the Strikers hosted not only promotional gimmicks. The youthful Kicks never could: An atmosphere the Tampa Bay Rowdies but, more exuberance surrounding the Kicks that attracts a youthful crowd, curbs important, the Beach Boys, who had been organic and spontaneous; excesses, yet maintains a feeling of played a concert after the game. The the owners had merely provided a edginess and populism. Such a for- event drew 52,621 fans, a Minnesota venue that was open and accessible. mula, however elusive, might ensure soccer record and one of the largest Recent attempts to revive pro- that Minnesota would not only join crowds in NASL history. But this fessional soccer in Minnesota have the world of major-league soccer but success did not translate into sus- been small-scale ventures: minor- remain there. a

Notes 1. St. Paul Dispatch, Aug. 26, 1976, p. 37; ter’s thesis, Arizona State University, 1979); 6. For example, the Denver Dynamos Minneapolis Star, Aug. 26, 1976, p. 1D. Phyllis Marie Goudy Myers, “The Forma- played their first season at Jefferson County 2. Unless otherwise noted, all statistics tion of Organizations: A Case Study of the Stadium, which hosted amateur baseball in this article—attendance averages, league North American Soccer League” (PhD diss., and softball games, rather than the larger standings, game results—are from The Purdue University, 1985); Rasmussen, Mile High Stadium, used by the football American Soccer History Archives, “Historical Analysis,” 53–78; Wangerin, Broncos; Holbert, Kicks, 22. homepages.sover.net/~spectrum/ (accessed Soccer in a Football World, 121–216. Former 7. Holbert, Kicks, 37–38; 1980 Advertis- Jan. 23, 2012). league president Clive Toye’s A Kick in the ing Plan, box 14, Minnesota Kicks Team Efforts beginning in the late 1800s to Grass: The Slow Rise and Quick Demise of Records, Minnesota Historical Society. establish professional soccer in the U.S. the NASL (Haworth, NJ: St. Johann Press, 8. Holbert, Kicks, 43–44; presentation culminated in the American Soccer League 2006) is more personal reminiscence than by The Haworth Group, 1975, box 14, Team (1921–31). It was surprisingly successful but historical work. For player profiles and an Records. could not survive the Great Depression. extensive bibliography, see Roger Allaway, 9. Holbert, Kicks, 45–47, 53; Frank U.S. soccer then relapsed into obscurity for Colin Jose, and David Litterer, The Encyclo- Buetel, Minnesota Kicks (Minneapolis: more than 30 years. The NASL was the re- pedia of American Soccer History (Lanham, Sports Film & Talents Inc., 1976), video- sult of a 1967 merger of the United Soccer MD: Scarecrow Press, 2001). tape. Association and the National Professional On why soccer has never been a major 10. Minneapolis Tribune, May 8, 1976, Soccer League. Colin Jose, American Soccer sport in the U.S., see Andrei S. Markovits p. 1C; Holbert, Kicks, 16. Original reports Leap, 1921–31: The Golden Years of Ameri- and Steven L. Hellerman, Offside: Soccer counted 2,000 free admissions; by the end can Soccer (Lanham, MD: Scarecrow Press, and American Exceptionalism (Princeton: of the season, either through exaggeration 1998); Wayne D. Rasmussen, “Historical Princeton University Press, 2001); Daniel or more accurate estimating, the number Analysis of Four Major Attempts to Estab- Lawrence Ciccarelli, “A Review of the rose to 3,000. Minneapolis Tribune, May lish Professional Soccer in the United States Historical and Sociological Perspectives 10, 1976, p. 1A, Aug. 26, 1976, p. 1A. of America between 1894 and 1994” (PhD Involved in the Acceptance of Soccer as a Six years later, when the franchise was diss., Temple University, 1995), 7–52; Dave Professional Sport in the United States” folding, that decision was remembered Wangerin, Soccer in a Football World: The (PhD diss., Temple University, 1984). fondly; see, for example, Minneapolis Tri- Story of America’s Forgotten Game (Phila- On the Cosmos, see Roger Allaway, bune, Nov. 1, 1981, p. 10C. It remains among delphia: Temple University Press, 2008), Corner Offices & Corner Kicks (Haworth, the first things mentioned about the club: 15–120. NJ: St. Johann Press, 2009). see Joel A. Rippel, Minnesota Sports Alma- 3. Although no comprehensive history 4. Minneapolis Tribune, Aug. 26, 1976, nac: 125 Glorious Years (St. Paul: Minne- of the NASL exists, several studies examine p. 1A. sota Historical Society Press, 2003), 294; parts of the story. See Timothy Francis 5. Allan Holbert, How We Got Our Phil Tippin, Sports Legends: A History of Grainey, “A History of the North American Kicks! (Wayzata, MN: Ralph Turtinen Minnesota Sports (Minneapolis: D Media, Soccer League: The First Five Years” (mas- Publishing, 1976), 19. 2008), 112.

112 Minnesota History 11. Minneapolis Tribune, June 9, 1976, p. 1C, 2C. See also Minneapolis Star, June 9, 1976, p. 1E. 12. Minneapolis Tribune, June 10, 1976, p. 1A, 1D; Buetel, Minnesota Kicks. Hol- bert, Kicks, 53, described this new type of sports fan: “Uninhibited and sometimes unaware of the traditions, nostalgia and statistica historica of other sports, these young fans created their own cult of sorts.” 13. Charlie Hallman, “Minnesota Kicks 1976: In a Word Character,” Kick, Aug. 1976, and Hanns J. Maier Jr., “Super Pres! President-Coach Freddie Goodwin’s Two Jobs Helped Make the Minnesota Kicks a Sports Phenomenon,” Soccer Corner, Sept. 1978—both NASL publications in box 18, Team Records. Newspaper articles portrayed players as down-to-earth and likable; see, for example, Minneapolis Tri- bune, May 12, 1976, p. 2C, Aug. 25, 1976, p. 1C. Goodwin was, perhaps, being diplo- matic when he said, “We’re not contending with the other teams in town, we’re comple- menting them”; Minneapolis Tribune, May 12, 1976, p. 2C. 14. Stoneking, “Guest Column,” Kick, May 1978, box 18, Team Records. 15. Holbert, Kicks, 45. 16. Minneapolis Tribune, Aug. 26, 1976, Jersey belonging to Patrick “Ace” Ntsoelengoe, who played in all of the Kicks’ seasons p. 1A. On Stenvig, see Star Tribune, Feb. 24, 2010, p. B1. 17. Minneapolis Tribune, July 15, 1977, 27. Reed, “Wallfl owers”; Jeff Thomas to 36. Minneapolis Star and Tribune, p. 1C. Gentlemen, Aug. 22, 1979, box 6, Team Apr. 22, p. 1C, May 12, p. 8D (quote), May 18. J. R. Reed, “Wallfl owers in Bloom,” Records; Minneapolis Tribune, Nov. 1, 1981, 13, p. 1C, May 29, p. 1D, Sept. 15, p. 1D— Sports Illustrated, Aug. 8, 1977, sports p. 1C, 10C. all 1984. illustrated.cnn.com/vault/article 28. Ray Ratto, “Attendance Down, That’s 37. The Minnesota Thunder, which /magazine/MAG1092678/index.htm Not Good,” Soccer America, June 5, 1980, folded due to fi nances, played home games (accessed July 26, 2012); Joe Soucheray, box 19, Team Records. primarily at the National Sports Center in Once There Was a Ballpark: The Seasons 29. Minneapolis Tribune, July 1, 1980, Blaine and James Griffi n Stadium in St. of the Met, 1956–1981 (Edina, MN: Dorn p. 1C, July 3, 1980, p. 3D. Paul, neither of which seats more than Books, 1981), 104. Post quoted in Minneap- 30. Minneapolis Tribune, Sept, 2, 1980, 12,000. The Stars, formed in 2010, play in a olis Tribune, Nov. 1, 1981, p. 1C. p. 1C. new minor league—the North American 19. Newspaper ad sample, Promotional 31. Minneapolis Tribune, Apr. 8, 1981, Soccer League—and host their games at the Material, box 15, Team Records. p. 1C (Soucheray), Aug. 22, 1981, p. 1D Blaine center. In 2011 they averaged 1,676 20. Minneapolis Tribune, Aug. 20, 1979, (Brothers); St. Paul Dispatch, Nov. 5, 1981, fans per game, the lowest in the league; p. 1C. Attendance fi gures in Promotional p. 1D, also quoting one Kicks player: “You Star Tribune, Apr. 7, 2012, p. C3. Ideas, box 15, Team Records. couldn’t publish what we [players] thought 21. Chuck Ruhr Advertising, Minnesota of him [Sweet].” Kicks 1980 Outdoor Season Media and 32. St. Paul Dispatch, Nov. 3, 1981, Creative, box 14, Team Records; Minne- p. 3B, Nov. 5, 1981, p. 1D; Minneapolis All objects and images are in MHS collec- apolis Tribune, Aug. 20, 1979, p. 3C, June Tribune, Nov. 1, 1981, p. 10C. tions, including p. 107 and 108, top, in 8, 1979, p. 3D. 33. St. Paul Dispatch, Nov. 3, 1981, p. 3B. Minnesota Kicks Team Records. The photos 22. Minneapolis Tribune, June 8, 1979, 34. Minneapolis Star and Tribune, Dec. 1, on p. 100 and 108, bottom, are by Steve p. 3D, June 4, 1979, p. 1C. 1983, p. 1D (Coffman article). Schluter; those on p. 103, 106, and 113 are 23. T. N. Thomas to Gentlemen, May 27, 35. Minneapolis Star and Tribune, Dec. 1, by Jason Onerheim/MHS. 1980, box 6, Team Records. 1983, p. 1D (Grow and Stoneking articles), 24. Minneapolis Tribune, Aug. 12, 1979, and Dec. 2, 1983, p. 1D, also reporting that p. 1C. Tim Robbie had tried unsuccessfully to rent 25. Jay A. Caitlin to Freddie Goodwin, the University of Minnesota’s Memorial Aug. 3, 1979: Ronald A. Grant to Dear Sir, Stadium, an outdoor venue. May 12, 1980—both box 6, Team Records. 26. Minneapolis Tribune, Aug. 12, 1979, p. 6C. Arrests decreased to six or seven per game, down from 35 to 40 two years before. Soccer shoe worn by Ade Coker, For 1976 sales, see Holbert, Kicks, 44; for Kicks player in 1976, 1977, and attendance fi gures, Promotional Ideas, box 15, Team Records. part of 1978

Fall 2012 113

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