ESCONDIDO -- Grass sports fields are neither cheap nor easy to maintain. Watering, mowing and wear make the upkeep of grass more trouble than it is worth.

In the past, the only alternative open to stadium owners was AstroTurf, a green plastic carpet masquerading as the real thing.

But recent technology, combined with a few innovative companies such as Turf Technologies Inc. in Escondido, is beginning to bring new meaning to synthetic greens.

"It's not the same old AstroTurf anymore," said Bart Gallia, owner of Premier Turf Solutions, a division of Sunstate Companies Inc. in Las Vegas that exclusively uses Turf Technologies' products.

Turf Technologies makes several brands of synthetic turf that look and feel much like the real thing, by combining long, slim fibers of polyethylene "grass" with a triple backing system -- a pad that gives the turf a lot of stability.

It is a product that can stand up to time, extreme weather and use, said Wade Steverson, the sales manager at Turf Technologies.

It also contains a rubber infill made from recycled tires that acts like dirt.

"It gives so that your ankles and knees won't give," Willis said.

The company, which opened July 2002, primarily manufactures, sells and installs its product in California, but also distributes to Colorado, Nevada, and the United Kingdom.

Currently the business has earned $2.6 million in gross sales, but has not yet broken even. Willis said this should soon change -- he projects sales to increase to $5 million in 2004.

Before opening in July 2002, Willis owned Empire Associates Inc., a general contractor specializing in sport facilities. During several projects, Willis noticed contractors were installing more and more synthetic fields and soon realized the potential of synthetics.

Rather than adding a new division to his business, Willis wanted to focus solely on designing, selling and installing his own brand of turf. So Willis closed Empire Associates and opened Turf Technologies in its stead.

"We no longer wanted to be general contractors -- we wanted to do the business ourselves," Willis said. "There are some giants in this industry and we are ready to slay them with a better and cheaper product. We have spent this past year positioning ourselves to do just that."

Contact Jessica Musicar at gwyllion@aol.com