Childrenâs Mercy Park is something like Kansas Cityâs Hogwarts, because it’s home to Kansas Cityâs Major League Soccer club Sporting Kansas City. Surrounded by the likes of Nebraska Furniture Mart, Bob Evans and a shopping district known as The Legends, Childrenâs Mercy Park is the only building of its kind within a large radius.
But the surroundings donât matter because the only thing that does matter on a Sporting game day is what happens inside. Once inside the stadium, everyoneâs favorite piece of clothing instantly becomes a scarfâan extension of identity and outward showing of love, a draped sense of belonging. There are individual sections within Childrenâs Mercy Park that Sporting Kansas Cityâs Chief Operating Officer Alan Dietrich calls âneighborhoodsâ and each one provides fans with a unique experience, such as The Cauldron, The Memberâs Club, The South Stands, The Victory Project, The Soccer Country Club, or The Victory Suites.
Magic is a funny thing. Life can feel fine without it. Itâs difficult to miss something youâve never experienced. There are various kinds of magic. Surely, Harry Potter taught you that. But finding your magic? The specific spells that ignites something deep inside you over and over again? Once youâve gotten a taste of that magic?
âItâs amazing,” said Sporting Kansas City midfielder Jordi Quintilla who cites the best atmosphere heâs ever played in to be Bayern Munichâs Allianz Arena with Barcelona FCâs first team two years ago. That day, Quintilla played before 90,000 people. He said Childrenâs Mercy Park can feel like Allianz Arena with 70,000 less people. “I have never seen a stadium full with just 20,000 people screaming and singing all the game like that. Childrenâs Mercy Park, for me, is the best stadium in America. By far.â
âNormally [in great atmospheres where] I have played, the fans donât support me,â said Sporting Kansas City defender Nuno Coelho, who is in his first year with the club. Coelho is Portuguese and has spent most of his 12-year professional career in Portugal with Porto and Sporting Clube de Portugal. He’s also played with SC Braga, with whom he remembers playing Champions League and Europa games in Turkey before 60,00 people. None of them were cheering for Coelho or his team. âHere? Itâs great. All the time here, you hear your name. Itâs incredible. Itâs good. The Cauldron [is] amazing. Donât stop singing, donât stop supporting the team.â
âI listen to itâthe national anthem, I donât come out until after that,â said Peter Vermes, Sporting Kansas Cityâs head coach. âAnd Iâm always amazed when I come out there. The hairs on my arms stand up a little bit. I get goosebumps whenever I come out and see a full stadium.â
A soccer match is certainly a fierce competition, but a human experience is not meant to beâit is meant to be felt. This is a story not meant to convince you that Kansas City is better than Seattle or Portland or Los Angeles or any other prominent Major League Soccer cities but rather meant to showcase one city and its club, their experiences together, and the power of human interaction as the purest form of entertainment.
Sporting Kansas City prides itself on bastionsâdefined as âan institution, place, or person strongly defending or upholding particular principles, attitudes, or activities.â Ask anybody associated with Sporting, at any level of this organization, and you will hear the same sentiment: Winning trophies and creating memorable fan experiences are equally important.
âI said this from day one, when we opened [Childrenâs Mercy Park in 2011],â said Sporting Kansas City President Jake Reid, âif we are trying to sell soccer, weâre not going to make it because we need a population of people who want to come out and have a great experience. Everyone wants to have a fun night out, right? Doesnât matter if you love sports, hate sports, you grew up playing soccer or youâve never seen soccer before. Now, soccer drives that experience because soccer is the show that weâre putting on.â
Reid iterated that Sporting is âalways going to try new stuffâ when it comes to making game day the best experience it can possibly be for fans, and he canât quantify what the ceiling for that might be. Recently, for example, Sporting has become the first club in MLS to have SkyCam technology throughout home matches, which enhances viewing for fans in Children’s Mercy Park or watching on television at home or at Sporting’s bar No Other Pub. After every game, a DJ is brought into The Memberâs Club to provide a place for fans to hang out, discuss what they just saw and continue to mingle inside if they arenât ready to leave Childrenâs Mercy Park.
âThe Soccer Country Club,â as Dietrich called it, is for fans in the premium seats down on the field. The stadium is purposely designed so that the players walk onto the field through The Soccer Country Club; those fans get to see and interact with the players while they wait to go out onto the field for the game.
âOur promise to our fans is that we are going to continually delight our fans,â Dietrich explained.
Reid added, âWe try to plug in these magic moments that are different.â
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The goal for Sporting is for its fans to have organic experiences, but a lot of attention to detail and innovative brainstormingâa lot of nuts and boltsâgo into building those experiences long before game day comes.
In early April, for example, Dietrich attended a four-day conference with the Disney Business Institute in Orlando, Florida. He wanted to learn more about Disneyâs fan experience model and how he could better craft Sportingâs. There were classes throughout the day and the evening was meant to go out into the field, Disney World, and see practices firsthand in the environment.
âDisney has become much more introspective about why they are so great at what they do,â Dietrich said, âand theyâre actually able to articulate that. They shared a lot of their scienceâwe talked about detailed process design. These folks have everything planned out. The flow of the fans, the ticketing, the park entrance, boarding onto a ride, they have designed it all.â
Specifically, Dietrich learned something from his trip to Disney called service recovery, which basically means designing something to be perfect but knowing that it wonât be perfect and intentionally designing how to handle it when it falters. He learned the importance of being obsessive over every level of detailâand one way Sporting implements that is to have what they call âthe pristine teamâ go through the stadium looking for every single dent, scuff, knick or crack. âWe want the stadium to continually look new,â Dietrich said. âFans feel like you care about them when you take care of your place where youâre hosting them.â
Disney taught Dietrich that as important as the game day experience is for your guestsâor in Sportingâs case, fansâit is just as important to put on a show for your cast membersâor in Sportingâs case, associates.
âIt helped me to see the things that I think weâre doing really well and then it kind of revitalized a real passion many of our things just the next step further,â said Dietrich.
In 2006, the then-Kansas City Wizards (more on them later) were purchased by Sporting Club, which is a Kansas City-based âhigh-performance entertainment business offering the highest quality experiences through its unique, superior products and world-class facilities.” Nobody on Sportingâs staff forgets that they are a part of the entertainment businessâfrom the president down to the ticket takers at Childrenâs Mercy Park on game day.
Coach Vermes pointed out that Sporting separates itself from any other MLS club simply by having all five principal owners, entrepreneurs and businessman from Sporting Club, living in Kansas City.
âYou know, Iâm amazed because I played at a time in this country where the game wasnât even close to the kind of support it has today,â Vermes reflected. Vermes guided the Wizards to an MLS Cup Championship in 2000 and won MLS Defender of the Year Award. âTo be able to be a part of it as a coach is tremendous, but when I see that it just makes me feel good because I love the progress that the game has made.â
And Sporting has been at the forefront of MLSâs innovative blaze toward soccerâs relevance in America.
Reid has also been crucial in Sportingâs transformation since his arrival in 2010 as Vice President of Ticket Sales and Service. He was then promoted to Chief Revenue Officer in 2012 before becoming president at the start of this season. Reid said that he made sure to casually sit down and hang out with as many fans as possible upon his arrival to really get a feel for who they were and what they needed or wanted from their club. Prior to Reidâs arrival, Sporting ranked last in nearly every financial category. Now, they are consistently among the leaders in season ticket sales, corporate sponsorships and merchandise or concession revenue, according to Sporting Kansas Cityâs website.
Reid is pinned as responsible for locking down Sportingâs first-ever jersey sponsor, Ivy Funds, in January 2013. But no sponsor is more or less important than another in Sporting Kansas Cityâs eyes. Reid said that the club has about 62 partnerships throughout Kansas City.
âWe try to weave [our sponsors] in where applicable,â Reid said. âCertainly itâs tough to weave Ivy Funds into the fans, but weâve done stuff where weâve encouraged them to be active and to do a campaign with our supporters.
âAdvertising is a big [advantage] in fan experience, but we also want them to engage the fans as much as possible.â
Sporting KC was recognized as Major League Soccerâs Corporate Sponsorship Team of the Year in 2014 and 2015.
On June 27, 2015, Sporting Kansas City snagged a 2-0 victory over the Colorado Rapids at Childrenâs Mercy Park. Star forward Dom Dwyer has a ritual. After a win at home, he picks a lucky fan and gives away his game-worn jersey. On this night, Dwyer gave his jersey and a hug to a fan holding up a rainbow flag (The U.S. Supreme Court had legalized gay marriage nationwide the day before). Hours later, Dwyer posted a video of the giving of his jersey with the caption: âGreat performance from the lads, massive win tonight #LoveWins.â
When asked if heâs aware of any other MLS players who have made a habit out of gifting their jerseys to fans after games, Sporting Kansas City Executive Vice President, Communications, Rob Thomson first laughed. âWell, most teams donât have as nice of an equipment manager as Mike Flaherty, who allows that,â he said. âI think, again, that is a special touch that is organic.â
Sporting Kansas City midfielder Graham Zusi and winger Chance Myersâs game-worn headbands are also very popular and sought after among â12-year-old girls,â Thomson added.
Actually, Sporting has a longstanding relationship with the rainbow. Before Sporting Kansas City officially became Sporting Kansas City in November 2010, it was the Kansas City Wizards with their famous kits featuring a rainbow splashed across the fronts. The Wizards were established in 1996 and founded by Lamar Huntâwho also founded Major League Soccer as a whole. Back then, attendance and game experience certainly was not what it is at Childrenâs Mercy Park. Starting in 2000, the Wizards played at Arrowhead Stadium, home to the Kansas City Chiefs, and attendance averaged around 11,105 from 1996-2007.
Zach Cobb is a dedicated member of Sporting Kansas Cityâs largest sub-group of supporters and rowdiest supporter group The Cauldron. He is at every possible game he can attend, home or away. By following Sporting to almost every stadium MLS has to offer, Cobb has noticed that Sporting Kansas Cityâs âcasual fansâfans not in a supporter groupâare more engaged and louder than any other place in the league.â
When at Childrenâs Mercy Park, you can find Cobb in the front row directly behind the goal in The Cauldron. He used to go to Wizards games at Arrowhead Stadium.
â[Arrowhead] doesnât compare in any way [to Childrenâs Mercy Park],â Cobb said. âNot being hyperbolic. It doesnât compare.â
Thomson, who has been with the club since 1997, can attest to this. Thomson has seen it allâthe worst and the bestâwhen it comes to soccer game day in Kansas City. For his first seven or eight years with the club, Kansas Cityâs staff was between 9 and 15 people, which limited them financially and in customizing fan experiences.
âI remember our first years,â Thomson said, âour players would kick the ball high out of bounds and our fans would cheer, like it was a football punt. Now, they wouldnât cheer for that. Little nuances like that (have evolved).
âWe were just trying to do random stuff that made sense in our heads to try and garner another couple hundred fans per game. We would play on Saturday and then by the next Wednesday, we would be like, âOh my gosh, we have another home game this Saturday. What can we do?ââ
Thomson said that a major disconnect between club and city back then was that Kansas City had no foundational demographic it was targeted with its material to build on.
Thomson estimated that the growth of Sporting coincides with the emergence of millennials. Sporting played into the millennial market without necessarily trying to by incorporating things such as âbeing local, being transparent, having your own voice and creative communities.â
This season is Sportingâs 20th anniversary celebratory season, which included an anniversary game on April 13, 2016, to commemorate the clubâs first ever match on April 13, 1996, against the Colorado Rapids. During the anniversary game, fans were encouraged to take their Sporting jerseys to any of the Sporting Style stores within Childrenâs Mercy Park and get rainbow numbers printed onto themâa retro reminder of where this all began and how far they have come together.
Thomson mentioned that, now, itâs common for Sporting players to come to him with ideas on how to excite or better engage their fans.
Sporting currently has 14,000 season ticket holders and has sold out every home game since the second game of Sportingâs 2012 season, according to Reid. Childrenâs Mercy Parkâs capacity is listed as 18,476, but upward of 20,000 fans pack the stadium for Sporting games.
A prince or a princess is in attendance for every game at Childrenâs Mercy Park. He or she is between 5 and 18 years old and has been invited to Childrenâs Mercy Park by Sporting Kansas Cityâs The Victory Project. The childâs family accompanies them, and they are seated in The Victory Suites, above everyone elseâa customized castle. Outside of Childrenâs Mercy Park, all children crowned by The Victory Project are sick. More often than not, cancer has waged a ravenous war on their bodies.
The Victory Project was founded in 2013. Its mission statement reads: âThe Victory Project is an initiative from Sporting Kansas City that unites players, staff and fans to help children thrive through lifeâs challenges.â The Victory Projectâs efforts on game day include fundraising and spreading its message to the fan base, but the backbone is to host a different child from the Kansas City community battling cancer on every single game day and give him or her a royal experience.
The experience begins the day before the game, where the child attends Sportingâs training session at Swope Park Soccer Village to help familiarize him or her with the players ahead of time. Sporting Kansas City Community Programs Manager Brandi Thomas, who is responsible for coordinating this experience before every home game and on game day, explained that meeting players the day before their big day helps the kids feel more comfortable. Typically, by game day, the child of the week calls the players by their first names and thinks of them as friends.
When game day arrives, the child and his or her family are picked up by a zTrip driver and escorted to Childrenâs Mercy Park, where they are announced to the crowd before the match begins. Members of The Cauldron, which is located behind the goal on the north end, chant the childâs name. The child waves and laughs and soaks up the moment, then watches Sporting play from The Victory Suite. The child is escorted down to the field for the final 10 minutes of the match, and then meets with every single Sporting player who signs a soccer ball before leaving the field.
Thomas described what happens next as her favorite moment of the whole experience with each child. Usually, the prince or princess has stuffed his or her face with the unlimited foodâincluding lots of candyâavailable up in the suite.
âAre you tired?â Thomas will ask every child after every game.
âIâm just exhausted,â the child will usually answerâor something to that affect.
âBut theyâre so happy,â Thomas explained, âand then the parents are even more happy just because theyâve had this time together. So, for me, itâs at the end when theyâve seen and done everything and they are just kind of in a state of euphoria of âI canât believe that just happened!ââ
âYouâll be asleep before you get to the highway,â Thomas will always joke before the night ends.
And most every time, the child is instantly sound asleep in the back of the fancy black car and perfectly content.
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Thereâs a big, big difference between near-disappearance and steadily rising prominence; Sporting Kansas City and its supporters have experienced both.
Luckily for them, they are currently part of a rising star and are promised by their favorite club an out-of-this-world experience every time they enter Childrenâs Mercy Park.
âIf you craft a product with great care it shouldnât be a surprise when people care about it back,â reasoned Dirk Otis, a rabid Sporting fan and Kansas City native who is now living in Brooklyn, New York, and makes it to Childrenâs Mercy Park whenever he can. He sits with Cobb in The Cauldron. âThe owners, the players, the manager, they all really, really, really care. So why would we not care, too?â
If Dietrich only had one word to describe Sportingâs game day fan experience, heâd choose uplifting. âPeople come here and feel great,â he explained, âand better than when they entered Childrenâs Mercy Park.â
Dietrich said the key to an above-and-beyond fan experience is activating all five senses in your fans, and Dietrich believes that Sporting does that.
You will see a highly competitive soccer matchâprobably Dom Dwyer backflipping in celebration if he scoresâand something new each and every game.
You will hear The Cauldron singing or chanting through and through from beginning to endâa sold-out, enthusiastic crowd erupting when Sporting scores a goal.
Maybe youâll touch a player when he jumps into the seats to give fans a hug. Either way, fans will hug each other.
You can smell blue-smoke-bomb-residuals sweeping through the stadium after a Sporting Kansas City goal. And after that subsides, fresh air on a beautiful Kansas City night.
Sometimes youâll taste victory and sometimes defeat, but youâll always taste passion.
And the invisible but omnipresent sixth sense floating around Childrenâs Mercy Park?
Magic.
Images: Gary Rohman, Jamila St. Ann