Atlanta Rhinos

The USARL is now in its 4th season and at the beginning of this years competition the league welcomed  5 new clubs. Three new teams came to be thanks to the Southeastern Rugby League LLC. Atlanta Rhinos , Tampa Mayhem and the Central Florida Warriors. Of those three the one club that made the most noise before kick off was the Rhinos with news of having a partnership with what some may argue is the best Rugby League club, Leeds Rhinos. Dayral "Spinner" Howland who has an amazing resume to his name wheres multpile hats with in the USARL and developing rugby league in the south, Co-Owner and Founder of Southeastern Rugby League LLC and director of USA Rugby League South Conference, was gracious enough to answer some questions for LLR.
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How did the Atlanta Rhinos come to be?

 Southeastern Rugby League LLC. (SERL - The company that operates the Jacksonville Axemen) had been looking at the Atlanta market for over 2 years. In late 2013 SERL meet with interested operating partners in Atlanta to discuss the creation of an expansion franchise. In early 2014 an agreement was formed between SERL and the Atlanta Renegades to create an Atlanta Rugby League Team. As part of the deal SERL committed to underwrite the capital, and drive sponsorship sales for the Atlanta Rhinos. Soon after Kill Cliff Sports Recovery Drink, and Carpet Care Multi Services were secured as major sponsors, and things never looked back. Both these sponsors allowed a lot more to happen in the first year, than was planned.
(SERL also invested in the TAMPA MAYHEM and the CENTRAL FLORIDA WARRIORS, as part of their commitment to help grow Rugby League in the USA)

How is the relationship between the Rhinos (League) and Renegades (Union) club and other clubs in Atlanta?

It has been an incredible relationship. We have a great number of cross over players from over 4 Union Clubs. We have players coming from Union teams in AL and also GA Southern University. It has been a great mix of players from many clubs and backgrounds. We also have 3 players with American Football back grounds who have relocated to Atlanta, and are doing very well at the 13 man code. There are also many interested emails from a variety of young players, who we are directing to the Renegades for the Fall season.
It has also allowed us to sell "Year Round Rugby Sponsorships" with partners being able to get 12 months of promotion and advertising thru the multiple seasons.
 
The Rhinos model is one where the players never pay for anything. The team covers all costs, and there are no dues, no fees, etc. When it comes to team operations, the players never put their hand in their own pockets. Travel, hotels, meals, uniforms, venue rental, etc. are all covered by the team. And in return there are high expectations of the players both in performance and commitment to team, and in their off field approach the game and the BRAND that is the team.
The one thing we do NOT buy our players is beer. There is no "kegger" after game. We host a Meet and Greet that fans are invited to attend, and this is a chance to show them how professional our sport and players can be. Players can enjoy a drink and conversation with each other, fans and sponsors, but everything in moderation.

Atlanta Silverback’s stadium is a very top notch facility, for those interested in attending a match there what type of experience can they expect to have, and how have the crowds been in the inaugural year?

It is a full sporting event experience. We have full concessions with Beer, Wine and Food on sale. Each game has a game day announcer and all games are videoed and put on YouTube the week after each game. Full sponsor banner and live verbal recognition at games, and we produce a season program with players profiles and sponsor advertisements. There is team merchandise for sale at all home games, and the overall day is like a full minor league sporting event. Ticket pricing is $5 and Kids 15 and under are admitted free, and this has seen crowds between 250 and 300 attend every home game.

One of the questions that popped up when it was announced of the partnership between Leeds and Atlanta was, how did that happen?

 Leeds Rhinos have visited the USA (FL) on three occasions for training camps and games, and they have a great interest in growing the Rhinos brand, as well as progressing Rugby League in the USA. Leeds CEO, Gary Hetherington, is a very open minded and progressive thinker, and his relationship and experience based on previous interactions with the owners of SERL, and events in FL, allowed for the partnership to come to fruition. In the future the relationship will continue to drive the Rhinos brand in the USA, and also give USA Players an opportunity for player experience in the UK. The Leeds Rhinos are an Iconic name in the Rugby World, so we are honored to be able to share the Rhinos Brand.

Have you seen any immediate benefits in this inaugural year between both clubs? 

Yes for all three clubs. The Renegades are great partners in the Atlanta market and the change in culture towards a more business-like approach, and the player expectations based on this, has been a huge step in the right direction. This is a long term, year round, Rugby operation, and that helps grow a fan base, better attraction for sponsors, and the potential for a larger reach into the overall sporting market. The Partnership with Leeds has also been great, with the support from the UK fans who are based in Atlanta for work, and we also have USA fans who are now following the success of the Leeds team in the UK. All three teams are having progress due to the joining forces.

How has this first year gone for the Rhinos on and off the pitch?  

Firstly we call it a field. We believe if you are going to sell a product to the USA Sports fan you need to speak in a language they understand. We also don’t care if our fans want to refer to the "Set of 6 Tackles" to a set of downs. We believe forcing a fan to learn a new "sporting language" just to enjoy a new and pioneering sport, is counterproductive to the rapid understanding and growth of the game. The year has been incredible in all aspects. On the field the team has performed very well based on the tough opposition and we are already identifying some players for some "next step" opportunities. Off the field the team is WAY above above expectations. We have partnerships with KILL CLIFF Sports Recovery Drink that is a national brand. We also have a partnership with Lulu lemon. And the local partners are all well-known brands in the Atlanta area. The most exciting thing is the culture within the team. Players hold each other accountable for their performance and actions at all times. They all understand that this is THEIR BRAND and they are all the faces of it. They have all attended team promotional events, and all helped drive the fan base and excitement around the Rhinos Brand. We already have multiple merchandise orders being shipped around the USA and overseas. At last count Atlanta Rhinos Jerseys are being worn in 5 other countries already and the season is not ever over yet.

What can we expect going forward from the club, in youth development and spreading the League code in the south?

  With the partnerships we have in the Atlanta area, all expansion opportunities are being looked at for 2015. We prefer to look at this as RUGBY with a 15 and 13 option during the year. With the number of crossover players in the world now, the chance to allow players decide if they want to play both, or one over the other, is the best way to move everyone forward.

Changing topics a bit, a lot of people have been asking when we will hear word on the status of the USARL application to the RLIF ?

 The USARL has applied for RLIF membership and we meet all needed criteria. We are waiting for the RLIF to meet to progress the application.

The Iowa City Crash have said that they will join the USARL next season, is there any rumors to more southern rugby league clubs going to join also?

 Yes, many developing regions are in talks with the USARL. Chicago, Iowa, St. Louis, Texas, North Carolina, just to name a few. The USARL is working with all interested parties to help them develop a sustainable model to create teams in their area. Firstly in a small geographical format to allow for low travel budgets, that allow for them to put all efforts into local development. The model is to allow small regional comps in the beginning, and then let regions grow at a sustainable rate, where the ultimate goal is to compete in the National Competition. There is way too much money given to airlines and hotels when team first start due to the distance in the USA. Finding manageable travel allows for more money to be focused on the game and teams, and when they are have a solid foundation they can look to increase their travel reach.

When could we expect to see rugby league code begin to make its way westward in America?

 The USARL is talking to interested operators in the Western Regions and on the West coast. The idea is to ensure that development is done at a rate, and level, that can be sustained for multiple years. There is a great interest in the 13 man code in the USA, so USA Rugby League is being very open in assisting anyone who contacts them asking for help or ideas to create teams of competitions.

Twitter: @AtlantaRhinos 

Website : atlantarhinos.com

Facebook : www.facebook.com/atlantarhinos