By David Tyahla
Editor's Note: This column includes information from the upcoming U.S. Soccer Foundation's "Soccer Field Handbook," a comprehensive resource on all things related to the development of soccer fields in your local community. Please send an e-mail with the subject heading "Field Handbook" to: prc@ussoccerfoundation.org for more information and to be notified when the handbook becomes available.
Former House Speaker Tip O'Neill is famous for saying, "All politics is local." Your soccer organization can, and should, be actively involved in your area's decision-making processes to ensure that soccer has a seat at the table as key political decisions are being made and public green space is parceled out for specific recreational purposes.
What may seem like a daunting process has actually been repeated countless times across the country and, in most cases, utilized something similar to the "Road Map" of these eight key steps:
1. Do your homework and understand what you're selling.
2. Be visible and active and attend every public meeting regarding recreation in your community.
3. Remain positive, on message and honest throughout the whole process.
4. Convince everyone you can that your project is a win-win for the community.
5. Put yourself in the other person's shoes – possibly turning an enemy into a ally.
6. Manage expectations and realize the full process may take years and will require continued patience.
7. Remember, "It's all about the votes."
8. Don't limit your efforts to your local government. State and national leaders also make key decisions that impact your community's ability to provide recreation facilities and programs.
Knowing What You're Selling
Do your homework and know your audience, not only key decision-makers, but also competing user groups and local neighborhood associations. Each may require a slightly different set of talking points organized in a way to address their specific concerns and interests.
Ultimately, you may find that you're NOT selling a soccer field project. Instead, you may need to present your project as addressing one or more issues important to your community, including: protecting community green space; fighting childhood obesity; keeping local youth safe and away from risky behavior during after-school hours; or even, increased retail traffic to a commercial area.
The great thing about promoting your soccer field project is that it can serve as a constructive response to these important issues. And you still get your soccer fields out of it!
Plan Ahead and Attend Meeting after Meeting
Participate actively in the process as early as you can. Many communities have Sports or Park and Recreation Commissions run by appointed volunteers. Make sure soccer has an advocate serving on these groups. If that isn't immediately possible, attend commission meetings (they should all be open to the public) and determine who the key decision-makers are and work to meet with them.
Know that getting your soccer fields built – from start to finish – is generally a multi-year process, and that you'll be attending dozens of meetings with multiple groups, from your city council to local neighborhood associations. This is the only way to ensure your message is being properly heard and understood, along with determining the exact issues or roadblocks that need to be overcome to achieve success.
Stay Positive, Honest and on Message
Remember to stay on message and be consistent. Make sure the same people are the ones who are representing your organization's message in all public forums.
Always present your project in a positive, polite and honest manner, even when being challenged by an angry homeowner with "NIMBY – Not in My Back Yard" issues. Know that, more often than not, soccer has enough players, and their voting families, on its side to win out in a "political" process. Finally, any hint of deception or dishonesty will put your entire project's (and your individual) credibility at risk.
Always think "Win-Win"
Your project can't be viewed as a "win for soccer, but a loss for everyone else." Utilize the Road Map and "selling points" already listed to bring more groups into your project as supporters, and even partners. The more people who view your project as a "win" for the community, the more successful you are likely to be.
We'll address the other key points in the "Road Map" in our next installment, including putting yourself in the other person's shoes, the issue of "counting votes," and the importance of including all levels of government in your advocacy efforts.
The information contained in this article is being provided for informational purposes only. The information is not a substitute for expert legal, tax, or other professional advice tailored to your specific circumstances, and may not be relied upon for the purposes of avoiding any penalties that may be imposed under the Internal Revenue Code.
Dave Tyahla is the Director of Government Relations for the U.S. Soccer Foundation, the Major Charitable Arm of Soccer in the United States. www.ussoccerfoundation.org. Based in Washington, D.C., the Foundation often receives questions about the types of advocacy soccer organizations can undertake and whether and how they can lend their voices to the decision-making process.
GRASSROOTS SOCCER BIZ Letters To The Editor
Dear Editor,
Great column on media training. We are using Hope Solo this year as part of our annual media training session. At our high school, we go over some of the key points regarding answering the media and then have the varsity boys stand up in front of the entire program (jv and frosh teams) and field questions from them and the coaches.
We are lucky – we have local newspapers that regularly cover soccer – so each year some of the guys get interviewed for the papers. I know some coaches answer all the questions – but usually I try to get the players involved – it is good for them…as long as they get guidance and help. The local reporters like to interview our guys – they say they are generally gentlemen, articulate and thoughtful.
Michael Kodama
Burbank, Calif.