FC Dallas ended their search for a full-time general manager Tuesday, tabbing long-time MLS ticket sales and marketing veteran Michael Hitchcock for the position.
For Hitchcock, taking the controls in Frisco, Texas is a dream job. When he graduated from Virginia Commonwealth University, Hitchcock told his friends - and wrote on a napkin - the three words that described the perfect job for him: sales, marketing and soccer. When he got his first job in MLS, as an entry-level corporate ticket sales representative with D.C. United in 1998, it seemed he was exactly where he wanted to be. But he wanted more.
"On my first day on the job in D.C., I took that napkin out of my wallet, and I actually added a word to the napkin. I added the word 'management," Hitchcock said in a teleconference during which he was introduced to the media. "It identified that my dream job can be described, truly, in four words: sales, marketing, soccer and management.
"I'm humbled by this opportunity. I believe FC Dallas is the most important franchise in Major League Soccer right now," Hitchcock said. "Our goal is pretty simple: At the end of the '06 season, we want to be identified as the best franchise in Major League Soccer."
Now that Hitchcock has his dream job, the difficult work begins, but he has resources on his side. Hitchcock's three stated objectives as the Hoops' new GM are to win championships, build the club into a successful business and become an integral part of the community.
The latter two goals, Hitchcock says, will be greatly helped by the existence of Pizza Hut Park, the club's brand new 21,193-seat stadium. With opportunities to host concerts and other events, and the fact that a state-of-the-art facility should help greatly in bringing in crowds for FC Dallas games, the venue is a perfect jumping off point for a successful business venture. The presence of 17 youth fields surrounding the stadium and deals that will put several youth leagues on them week-to-week put the club on the right foot in becoming more of a part of the Frisco community.
As far as winning championships is concerned, both Hitchcock and Hunt Sports Group President John Wagner said the new general manager will be involved in shaping the team in concert with head coach Colin Clarke, but neither pointed out the exact extent to which Hitchcock will be involved. In addition to his extensive experience in soccer sales and marketing, Hitchcock has a history on the field. An All-State player in Georgia while in high school, Hitchcock played four years of Division I soccer at Virginia Commonwealth University.
"It's very rare to find somebody with the soccer background that he has, and the business experience," Wagner said. "So, his first priority will be working with Colin to continue what Colin has put in place here and getting us to an MLS Cup championship team. He's going to do that because of his experience on the soccer side."
Hitchcock has most recently served as the Vice President of Sales for the Los Angeles Galaxy, occupying that post from the end of the 2003 season until now. He started his MLS career with D.C. United in 1998 and moved to the Colorado Rapids in 2001 for a three-year stint in the Mile High City prior to joining the Galaxy. Wherever he has gone, Hitchcock has earned high praise for his work.
Hitchcock's well-honored history in MLS began with United, where he helped the club earn the 1999 and 2000 "MLS Sales Team of the Year" awards in addition to personally winning the 2000 "MLS Commissioner's New Business Leadership Award." With the Rapids in 2001, Hitchcock became the "MLS Sales Director of the Year," repeating the feat the next season while also helping the Rapids win the sales team award. The Rapids posted their highest per game attendance (20,687) under Hitchcock's leadership and also doubled their season ticket-holder base.
When the Rapids were purchased by Kroenke Sports Enterprises in 2003, Hitchcock elected to remain with Anschutz Entertainment Group by moving to the Galaxy, where in 2004, he again earned the league's sales director and sales team awards. In all, Hitchcock has been named "Sales Director of the Year" three times and he has been part of the "Sales Team of the Year" four times. This season, the Galaxy posted a league-high average attendance of 24,204 per game while also establishing the largest season ticket base in league history.
"I've been involved in the league for nine years, and there's not one single individual that I've run into whose name pops up more often at being successful in any market that he's been in," Wagner said. "That goes back to hearing his name when he was at D.C. United for their strong sales that they did in that area. His name was always at the top of the charts. You've got to do it the way Michael does it."
John Alper, who serves as the club's interim general manager, will stay on with the club. Wagner said the requirements of running the club and Pizza Hut Park - booking events, new business development and merchandising - mean Alper could carve out a new niche for himself.
"I look at it as having two of the best executives in Major League Soccer in one place," Wagner said.
Jason Halpin is a contributor to MLSnet.com. This story was not subject to the approval of Major League Soccer or its clubs.
