PDL Feature
Monday, August 5, 2013
Since its first PDL season in 2004, Reading United AC - formerly the Reading Rage - has been one of the league’s most successful franchises on and off the field. Six consecutive playoff appearances and a groundbreaking affiliation with the Philadelphia Union of MLS have made Reading United AC a model for other PDL clubs to follow.
Reading United AC president & General Manager Art Auchenbach has been heavily involved in the local soccer playing and coaching community for more than 20 years, and recently took the time to answer our questions about building and maintaining a successful PDL franchise.
What inspired you to acquire the franchise?
The franchise was not performing well. The ownership was fragmented or not involved with the team operations, and some of the original owners and staff were forced to leave the program. The former head coach, Derek Broadley, was leaving to take over the Bermuda National Team program and asked if I could get involved. I said I would, provided he got all uninvolved owners to sell their shares to local ownership (Troy Snyder and me). We are fortunate to now have a strong ownership group which has a blend of soccer and business experience and shares the same philosophy on our team goals.
What is your favorite aspect of operating your team?
Giving local youth the opportunity to interact with the future stars of the game, and providing a platform for top-level talent to gain exposure and kick off to the next level. It’s an honor when guys like Damion Lowe and Jason Plumhoff, who may not have been known as well on the national stage before our season, are able to use our platform to prove themselves on the field [as 2013 All PDL Selections]. It’s also very cool when my son, his friends, and other local youth can tell everyone that they had CJ Sapong [Sporting KC], Matt Hedges [FC Dallas], Andrew Wenger [Montreal Impact], and Ray Gaddis [Philadelphia Union] all at a single soccer camp they attended. No one else in our area can offer this level of talent to the local soccer family.
What differentiates your franchise from others?
We try to run everything as professionally as possible for our players. The smallest details, like game-day inserts, player introductions, pre-match team meals, staff uniforms, etc. are a source of pride for our organization. We want our players, fans, and opposing teams to know that we strive for a professional-level experience. Additionally our staff [Troy Snyder - Former U.S. Mens National Team, Brendan Burke - Philadelphia Union Assistant Coach, Ged Quinn - Former PDL player and collegiate All American] sets our program apart due to the many playing perspectives we can offer to our players, and fans.
What words of advice would you provide to potential franchise owners?
Be involved. This is a labor of love and without active ownership you will not have a strong franchise.
Where do you see your franchise in 3-5 years?
I’d like to see more sponsorship and more youth soccer programming to allow us to hire two-to-three additional full-time staff. Hopefully a PDL National Championship will be here before then also!
What is the most challenging aspect of your franchise/team?
We are youth club neutral, so we do not have youth teams that pay to support our program. We rely solely on sponsorships, game-day revenue and youth camps/clinics to operate our franchise. All profits are re-invested in maintaining a professional training and game environment for the players we have on our team.
What is your franchise’s greatest accomplishment to date?
Setting the U.S. Open Cup record with our fifth consecutive U.S. Open Cup berth for an amateur team, highlighted this year by beating the NPSL National Champions in the first round, a USL PRO team in the second round, and playing against NY Red Bull at Red Bull Arena in the third round.
What traits do you find valuable when adding members to your staff?
Hard work; a love of the game; attention to detail.
How does your previous employment/business experience translate into running a successful sports franchise?
I am an engineer by degree, so I guess some of the operational details come easy to me. I am also a partner in a sales representative firm, so some of the sales/marketing aspects of my day-to-day business lend a hand.
Who has been the greatest influence in your career? Please explain.
My family growing up. I am the oldest of eight and we all played soccer. Without the game, and my family’s experiences with it, I likely wouldn’t be doing what I am doing today [either in soccer or my ‘real’ job].