Sunwaves take a mad approach

By: SIMON SAMANO - Staff Writer | Tuesday, April 10, 2007 6:12 PM PDT ∞

SAN DIEGO ---- With his bushy, curly hair sprouting high above his scalp, it's hard to look at Mike Deeney without thinking of Gene Wilder in "Young Frankenstein."

But besides sporting the same hairdo as the character Frederick Frankenstein, Deeney brings the energy of the wildly entertaining mad scientist to his job as general manager of the San Diego Sunwaves women's soccer team ---- only without all that hysteria.

Instead, Deeney has taken a page from his past work as an independent filmmaker. He already has a picture in his mind of how things will be next month when the Sunwaves start their first season in the W-League, the highest level of women's soccer in America.

"I kind of look at this opportunity as the stage is kind of like a Broadway play and we've got Torero Stadium," said Deeney, a graduate of San Diego State. "I'm the producer, (coach) Elio (Bello) is the director; and our players are our actors. We've just got to put on a good show for the fans."

First things first, though. Fans must be present to keep the show alive.

The Gauchos ---- a men's and women's club that the Sunwaves are replacing in the W-League's Western Division ---- averaged 400-500 fans per game at Torero Stadium last season. Getting San Diego fans to care about the Sunwaves is a monumental task.

So to change things, Deeney has ardently spread the word about the Sunwaves since the new professional team was introduced last October.

"The biggest challenge is letting the community know that there's a new team," Deeney said. "I think the marketing team of the Gauchos didn't connect the message to the community maybe as well as what we're trying to do. Why is it that we can't build such a strong fan base? This is more of a grass-roots approach."

Deeney estimates that he has met with more than 100 soccer clubs ---- from Chula Vista to Carlsbad and everywhere in between ---- to promote the Sunwaves. The way he sees it, gaining support starts with those who already love the beautiful game.

"We're really lucky to have that many clubs and that many kids playing the game. But how can we all work together to support?" Deeney said. "It takes 7,000 seats, you figure, to sell out Torero Stadium. With everyone's universal support, it can be done.

"I went to the Mexico-Venezuela game where there were 70,000 fans at Qualcomm Stadium on a Wednesday night. We can fill 7,000 fans over eight games, but we have to work together."

Added Bello: "We need to go to individual clubs and try to promote the women's game so we can capture the audience there. There are so many clubs, and I don' t see why they shouldn't support the women's game."

To generate interest, Deeney must eradicate the notion that the Sunwaves lack legitimacy because they're part of a "second-rate" league. They may not be the Spirit of the defunct Women's United Soccer Association, but being part of the top league for women's soccer in the United States ---- at least until a new version of the WUSA attempts a comeback next year ---- makes them the closest thing to it.

"I think when you focus on the league, a lot of great fans will miss out on the opportunity to see the highest level of the game here in our city," Deeney said. "Just because something is labeled something doesn't mean the soccer isn't going to be of the highest quality."

Deeney and Bello pursued the best mix of pro and college players available to them. They managed to bring aboard Maribel Dominguez, the all-time leading scorer for the Mexico women's national team, and Mexican goalie Sophia Perez, a former San Diego State standout. Toss in some solid college talent, like the University of San Diego's Leigh Ann Robinson (Mt. Carmel High) ---- who will play as an amateur ---- and there's reason to think that Sunwaves games will be entertaining.

"I'm a true believer," Bello said, "that if we put a good product out there and make it exciting, people will come to our games."

For all his passionate work, Deeney's production is worth a sneak peek, at the very least.

Contact staff writer Simon Samano at simon_samano@yahoo.com.

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