Safe-standing terraces are coming to MLS and there is already controversy. The dispute is not, like in England, about the safety of these supporters sections, but their size. Or perceived lack-thereof.
The newest stadium in MLS in the 18,000 seat home of the San Jose Earthquakes. It is also home to the first and only safe-standing terrace in MLS. Recently the team proudly posted pictures and video of the only safe-standing terrace to all their social media accounts, and social media responded accordingly. Nationally, people were praising the Quakes front office for listening to the pleas of its supporters, but locally the reaction was not so warm. Within a week of the team posting pictures of the under-construction terraces the team’s largest support group, 1906 Ultras, responded with a photo of their own, showing clear displeasure with the new terrace.
Why would the largest supporter group of the San Jose Earthquakes be so upset with their stadium having a little European flair? As usual with modern professional sports teams, it comes down to business. The supporters feel it is more a marketing gimmick than an actual attempt to create a great atmosphere and not really designed with a large supporters group in mind. Based on the pictures provided by the team the area looks more like a party deck than an actual standing terrace. I have tried to schedule a tour of the stadium, but with it so close to completion the only available time is several weeks away.
As MLS gets closer to its 20th anniversary and so many of its teams having their own stadiums, the goal now seems to be shifting into creating their own club culture. Club sponsored development teams are springing up in cities across the country, adding to the brand recognition that MLS needs while at the same time growing each club’s fanbase. The front offices now must respond to their fans like never before. As supporters groups grow in numbers they will also become a valuable marketing tool for the club, so care must be taken that a friendly relationship is built between the two.
Depending who you ask, the San Jose Earthquakes either listened to their supporters groups or sacrificed supporters group space to attract a different crowd to their new stadium. Time will be the ultimate arbiter on this issue; the reality will most likely be somewhere between success and failure. The ‘Quakes front office is leading the way with the safe-standing terrace idea, and it is a risk that will ultimately have league -wide implications. One thing that is for sure is that MLS is adding another world class facility to its growing list and the ‘Quakes are entering a new age with one of the most unique stadiums in the league.
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