Fans will fill the 20,000 seats, angled European-style toward a pitch made of natural grass, on March 3 to usher in the first full season of Major League Soccer at Audi Field. During D.C. United’s abbreviated first season in its new surroundings, the team drew an average of 18,929 fans across 15 home games and treated them to a 12-2-1 record. The extraordinary support echoes the success of the franchise’s rallying cry “Unite the District,” which will return as a prominent marketing strategy entering spring.
“An unbelievably fiesta-style atmosphere,” says D.C. United’s vice president of events and marketing Harry Hardy when describing the fans during home games. “They’re singing songs for 90 minutes. Audi Field is becoming a fortress for us.”
In an attempt to buttress enthusiasm, D.C. United will offer a slew of promotions early in the season. The move is in part a way of mitigating the rush of fans into the stadium just before game time.
“Things like discounts on your beer [and] food if you come early to the game,” Hardy elaborates.
He adds that the club has added entry points so people can get into the building sooner, “putting a huge premium on wait times.”
Opening day features a major attraction with Audi Field welcoming the defending MLS Cup Champions Atlanta United FC. And on April 9, the team will host a Cherry Blossom-themed game – the first Tuesday night game in MLS history, according to Hardy.
This year, the club has added shading elements to the west stands since discovering the sun beats down on that area of the stadium. Those who salivate over game day concessions will be pleased to know that José Andrés’ ThinkFoodGroup will continue its operations and David Chang’s Fuku brand – with its take on fried chicken sandwiches and chicken tenders – begins its rookie year as a food provider at Audi Field.
Despite the immediate success on the pitch, the tantalizing food and beverage offerings, and the raucous reception from the DC community, the transition to a new stadium didn’t come easily for all the players last year.
“When we moved into Audi in the summer, it was a little [bit of an] awkward change for not just us players but for everyone,” midfielder Russell Canouse says.
Some of the awkwardness stemmed from an unusual schedule. During the wait for Audi Field to open, D.C. United was forced to spend much of the early season on the road.
“I’m most excited about probably not having to go on the road for four months straight,” says center back Steve Birnbaum, his sunny California voice breathing relief.
However, as evidenced by the club’s strong record after move-in day, Audi Field wound up becoming a major advantage.
“Just playing in front of the home fans gave me a lot of confidence to go out and do my best,” Canouse says. “I think the same goes for everyone else. It’s hard to describe in words how important it is to have their support.”
Hardy adds that the front office comes into work every day with the “Unite the District” vision in mind. He references the playoff game against Columbus in October – a crushing loss in penalties – when thousands of DC sports fans were singing together in support of a common cause. During the dog days of summer and the grind of a playoff run, that sort of energy can help rally a squad.
Nevertheless, the team’s performance on the pitch will ultimately determine whether D.C. United reaches its first MLS Cup since 2004.
“We have a lot of belief in ourselves as a team,” Birnbaum says, his tone matter-of-fact. “With Audi Field at the heart of the city, we feel as though we can compete for a championship.”
D.C. United opens its 2019 season on Sunday, March 3 at 6 p.m. against Atlanta United FC. For ticket information, visit www.dcunited.com.
Audi Field: 100 Potomac Ave. SW, DC; 202-587-5000; www.audifielddc.com