Marla P . Messing serves
as President and Chief Operating Officer of the 1999 FIFA
Women's World Cup Organizing
Committee. The position is the latest in a distinguished career, during
which she has been at the center of many of soccer's most complex
activities.
An attorney by training, Messing left a rising law career to join the 1994
World Cup Organizing Committee in 1992, where she became one of it's most
influential members. As Executive Vice President, Messing sat on the
four-person Executive Management Committee which was responsible for all
World Cup business operations. In addition, Messing managed ticketing,
entertainment and special events for the committee.
Under Messing's direction, the World Cup sold 3.5 million tickets-largest
number of tickets ever sold for a World Cup.
Messing has successfully staged exciting and varied soccer and soccer-related
events.
At World Cup USA, 1994, she staged a multi-faceted FIFA Final Draw in 1993,
which involved thousands of participants and dozens of separate activities,
and World Cup Week at the Hollywood Bowl, which included five different
professional performances. Messing also oversaw the production of the Three
Tenors Concert at Dodger Stadium as well as the World Cup song, music and
video packages.
At the conclusion of the tournament, Messing turned her attention to the
wind-down operations, smoothly closing out the operation of an event that
involved nine venues, more than 400 employees, 10,000 volunteers and
produced a surplus of approximately $60 million.
Following her duties at World Cup USA 1994, Messing joined the initial management
group which oversaw the successful launch of Major League Soccer. As
SEnior Vice PResident, Messing's responsibilities included assisting in the
development and drafting of the business and financial plans, establishing
the league's burgeoning licensing program and staging the league's first
major events - MLS Unveiled and the MLS Inaugural Game, which attracted a
nationwide television audience and a sell-out crowd in San Jose,
California.
Messing began her professional career at the Latha & Watkins, one of
the prominent law firms in the country, where she specialized in corporate
and securities matters.
She is a graduate of the University of Michigan at Ann Arbor and holds a
juris doctorate from the University of Chicago. She and her husband
live in Brentwood , California with their two daughters.
La Cancha recently conducted an exclusive interview below with President Messing during the WWC venue tour at Giants Stadium in preparation for the 1999 Women's World Cup.
Q: Would you consider your
organization to be on course at this stage in terms of the preparations necessary
for 1999 Women's World Cup?
A: Yes. We are on schedule and our progress has been excellent. This
tour is very operationally oriented. The purpose is to go to each facility
with all of our different departments, with our press group our broadcasters,
marketing, game operation people, and tour the facilities and really start
to make divisions to determine who will work where. We are deciding
for example where will the press box be, where will the FIFA Tribune be,
"hospitality"as well our "main street concept". However, all of the facilities
are already geared towards presenting major events which is very conducive
to making this type of event run smoothly.
Q: What is the status of advance ticket sales. I understand that there have
been more tickets sold in advance of the Women's World Cup than were sold
for the men's World Cup during their advance sale period.
A:
It's not more tickets but rather more tickets on a relative basis. In 1993
during this point in time bout 20% of the tickets were sold. At the
same stage of advance ticket sales for WWC we have sold 30% of our tickets.
So on a relative basis we are ahead of where we were for the men's World
Cup. But what is interesting to note is that for the 1995 WWC in Sweden they
sold 112,000 tickets. We have already sold over 150,000 tickets for this
tournament and we have eight months to go! So we are going to obliterate
what they did in Sweden and we feel that we will set records for a women's
only sporting event in terms of the number of people in the stadiums.
Q: The gold medal match at the 1996 Olympics was an incredible challenge.
Do you anticipate seeing that type of turnout for the Rosebowl finals match
on July 10th, 1999?
A: We hope to see that right here at Giants Stadium. Sanford stadium held
somewhere around 75,000 people for that game and if you really work hard
you can get 77,000 people into Giants Stadium. So we hope to break that record
with our opening game in Giants Stadium and then break it again when we go
to the Rosebowl on July 10th.
Q: How many tickets have been sold for the Giants Stadium venue thus far?
A: I don't have the exact numbers in front of me but I believe it is around
over 30,000 for the two events being held at Giants Stadium.
Q: What were you considerations in choosing Giants Stadium as a venue for
the WWC?
A:Giant's Stadium is one of the premier facilities in the country and it
has hosted many major events including the men's World Cup. So there is no
doubt that this facility is equipt to host our event.
Q: How do you anticipate this Women's World Cup's impact on women's soccer
in America?
A: Well, I began involved in this tournament in late 1996. At that
time if you looked at average attendance for women's soccer it was about
4500 people per game. If you look at the last six or seven games of the US
Women's National Team they are averaging between 12-15,000 people a game.
So you can already see the impact that tournaments are having on the women's
game.
Q: In terms of the playing surface here at Giants Stadium, although
the natural grass surface which has been installed during the regular MLS
season is reported as being excellent, there have been problems with regard
to scheduling and removal of turf for football. Will the WWC
utilize the same turf -in-tray system which has now been removed and stored
in another lot here at the stadium?
A: We expect to utilize the same grass system that has been established for
the Metrostars. The tournament takes place from June 19th to July 10th which
is during the MLS season so we wouldn't install a separate grass field for
the tournaments.
Q: Do you know if your new daughter Samantha like soccer?
A:
Samantha loves soccer..Samantha's just learning about eyesight. She a little
bit to young but I have a 23 month old who's just about to turn 2 and she
already kicks the ball into the net that we have for her so she's all set.
Q: What is one of your biggest challenges in organizing this event.
A: There are always challenges but if I might step back for a moment, people
look back at the 1994 World Cup and say it was easy and such a huge success.
But I started working for that tournament 1n 1992 and the promotional work
that we had to do for that tournament was just tremendous. And that
work had to be done even though the tournament had about a 100 year history
. Now flash forward to 1999, you have the history of the 1994 event but because
it's women's soccer there are a whole new set of challenges. Our aim is to
convince the people that women's soccer offers the same kind of relative
potential that the men's World Cup had. One challenge in particular
is getting people interested in the games that don't involve the US Team.
That's really an education process. Those people who are experienced in the
sport know that Germany, Norway, China and Brasil all field excellent team
which play very exciting, interesting soccer but the general public isn't
aware of that. So for us it's explaining and educating them about those other
teams that will be exciting to watch. Although the US team is excellent,
on any given day, any of the four teams which I mention can be a major challenge
to the US team.
Q: Are there plans in the works to introduce the American public to the other
international teams.
A: Yes the biggest plan we have right now is for the final draw. We're
going to have the first- ever FIFA Women's World Allstar Game which will
be aired on ESPN. The idea will be to have the "US vs.The Rest of the
World". It will feature the best players from the above teams vs the US women.
At half-time we will have the final draw. It will be a 2 1/2 hour block
on television to really explain the WWC to the general public. It is also
excellent way of exposing the American public to the individual international
players who will be participating in the WWC.
Q: Finally, how is the organizing of this event and the tour impacting on
your personal life particularly having a new addition to your family.
A: It's very hectic it's also very exciting. The planning of a World
Cup or any major international sporting event can be very heady. At the same
time as you point out I just had my second child. I now have an eight week
old and one that is almost 2 years old so there are certain sacrifices that
I had to make to make certain that both worlds work. However I
am very fortunate that I have a great husband who shares a lot of the
responsibility, and a terrific nanny who also makes sure the kids are taken
care.
Q: What are you plans for the time after the WWC?
A: My plan is take a lot of time off at the end of the WWC and spend it with
my family.
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