FOXBOROUGH - At Foxboro Stadium, ''the look'' is nearly complete.
Citrus-colored banners with superimposed soccer images front the facility. The graphic display with bright oranges, brilliant yellows, and lime greens continues inside. You can see ''the look'' draped beside the scoreboard and Jumbotron. The colorful strips with soccer balls, cleated feet, and goal nets also cover advertising space in the stands.
For the biggest women's-only sporting event in history, members of the 1999 Women's World Cup organizing committee wanted a non-traditional visual theme with an edge. The idea was to convert each venue into a ''World Cup stadium,'' minimizing the feel that the facilities are simply being borrowed for a few weeks. They got ''the look.'' And Foxboro Stadium, regularly home to the New England Patriots, New England Revolution, and rock concerts, got a two-week makeover.
In addition to cosmetic changes, the Women's World Cup created a set of logistical demands at Foxboro different from those of the men's World Cup in 1994. Although Foxboro Stadium officials are accustomed to hosting major international soccer matches, the schedule of doubleheaders, the presence of a younger audience with more females than usual, and the age of the facility required organizers to blend old and new and draw upon experience and innovation.
''To have the women's game coming at this level is truly an exciting development,'' said Brian O'Donovan, general manager of the Revolution and former general manager of Foxboro Stadium. He is supervising stadium operations for Patriots games and concerts, as well as the 1994 World Cup. ''I can't think of anything that would be the equivalent of it. With its unpredictability, this is, in some ways, even more significant than the men's World Cup.''
After a recent review of event records, O'Donovan was amazed at how far Foxborough has come as a soccer site. Since hosting its first international match in 1991, when the United States met Ireland, many of the world's top teams have visited the stadium. It was regarded as one of the best venues during the 1994 men's World Cup and draws some of the largest crowds in Major League Soccer.
Foxboro Stadium will add to its resume three dates of Women's World Cup action expected to draw a total of approximately 75,000 fans. The games will include four first-round matches (two doubleheaders) and one semifinal. Fans will have a chance to see members of all four tournament groups.
As part of Foxboro's current World Cup transformation, field boards displaying advertisers, flags of competing countries, and box-shaped goals complement ''the look,'' providing an international feel. Venue organizers have talked with international groups known for sparking crowds - such as drum circles and bangers - about adding to the atmosphere. And while tradition-oriented FIFA has limited American-style fanfare inside the stadium, young fans can expect a diverse offering of interactive games, international entertainment, and carnival-like attractions in the parking lot.
''In seven short years, [the stadium] has given us a cultural base for soccer, which we like to think makes it one of the most attractive places. Why do people look at us to host big events? They see that logistically we can pull it off. We've got a very well-developed marketing system and base that we can appeal to to fill the seats. And we pursue the events with a respect for the international game that they might not find in other facilities in this country.''
On Sunday, Australia faces Ghana at 1:30 p.m., followed by defending Cup champion Norway against Russia at 4. The largest crowd is expected when the US plays Korea June 27, with Mexico vs. Italy the first game of the doubleheader. On July 4, the semifinal will be paired with a Revolution game against the New York/New Jersey MetroStars.
When play begins Sunday, the field should be fully recovered from a string of concerts that left a large brown patch at the south end of the stadium. The area of dead grass marked where the stage was set up for three shows, one starring George Strait and two featuring the Dave Matthews Band. The grounds crew has been hard at work tending to the damaged turf, which earlier this week appeared nearly back to normal. Foxborough director of World Cup operations Joe Cummings said the brown area was as smooth as the greener areas and presented no problem. Norway, Ghana, Russia, and Australia will see for themselves when they practice there tomorrow.
The biggest area of concern for the Foxboro Stadium staff is behind the scenes.
With only two soccer locker rooms at Foxboro Stadium, special plans were needed to accommodate all four teams competing on a given day. So, the Patriots' locker room will be divided in half, increasing the number of changing areas from two to four. The logistics become even more complicated when the Revolution play the MetroStars prior to the women's semifinal. Organizers are still finalizing plans and the timing of team access to the changing areas.
In order to efficiently manage the locker rooms, teams, nearly 400 members of the media, 600 VIPs, and crowds, the regular Foxboro Stadium staff will be assisted by 350 volunteers.
''FIFA and the world of soccer know that World Cup '94 was held here and that it was an incredible stadium during '94,'' said venue director Tim Larkin. ''So, they don't have a lot of questions. It held a men's World Cup in '94 and they're looking forward to the same quality in this event and that's what they're going to get.''
