http://www.phillyburbs.com/pb-dyn/ne...05-441199.html

Jon Bon Jovi - soul man
By DAN DUNKIN
Bucks County Courier Times


PHILADELPHIA - To remain a hot-selling rock and roll band, the trick is to blend with trends without selling your soul.

Jon Bon Jovi has managed that balancing act, selling more than 100 million albums since his debut in 1984. And now as co-majority owner of the Philadelphia Soul, entering its second season in the popular Arena Football League, the entertainment maestro's shrewd business sense, genuine people skills and competitive instincts are creating a catchy harmony.

As the Soul kick off the season today against the Austin Wranglers, the goal is to become as strong on the field as the team was at the gate last season. Despite a 5-11 record, the Soul led the league in attendance with an average of 16,851. That number reflected both first-time curiosity and Philly' s virtually unequalled football passion.

Bon Jovi got the bug as a boy growing up in Sayreville, N.J. With deep roots in the region, he's not surprised Arena ball caught on so quickly here in Eagle Nation.

"Philadelphia's ultimately the greatest big-city name with a small-town feel," said Bon Jovi. "This couldn't have happened in New York or the Meadowlands. You have to have a media market that will give you the benefit of the doubt. You have to make your presence felt in the community. I'm really excited about it."

The Soul gave more than $200,000 to several Philadelphia charities last year. Many players are active in community causes. Bon Jovi teamed up with Samsung's Four Seasons of Hope charity as their public face in the music world; continuing this partnership, the Soul plan to donate more in 2005.

"When they knew how genuine it was, people remember that," said Bon Jovi. "We made a mark here because of that."

Now for the matter of leaving footprints on the 50-yard-by-85-foot field.

"You want to deliver for people that sell out a building for you," said Soul head coach Michael Trigg. "And the fans were willing to do that when our team was just learning the ropes in this game."

The losing was difficult for the rookie football owner. But like an off night on tour or a Hollywood rejection (Bon Jovi has had several of the latter), the struggle inspired him to grow in his role, get some new band members (considerable roster turnover, including a couple of prima donnas who were booted), and get everyone on the same sheet of music.

Making a big off-season splash with the signing of prolific quarterback Tony Graziani, the Soul are expected to be a playoff contender, and certainly more entertaining. Bon Jovi said he and co-majority owner Craig Spencer chuckled at the newly positive review in the wake of last season, "when we were trying to run a business that we're not accustomed to. Now we've got to see who these guys are, and how bad do they want it."

Right touch

Like Mick Jagger, Bon Jovi is smaller and slighter than most placekickers, but with one major difference from most rock stars: he has humility, along with a common touch that goes beyond his songs. A disarming, down-to-earth star.

It came across during his almost sheepish

apology to writers for being about two hours late on Soul media day. Bon Jovi had taken the wrong bridge and gotten lost. "Guess you can tell I'm not from Philly," he grinned.

In an interview last July in Inc. magazine, Bon Jovi said "That humility that comes from the movie business has added an increased depth to what the band is, what I am as a person. ... It would be easy as a successful musician to start to believe the hype."

Bon Jovi has time for regular people, and part of the AFL's attraction is the players' close proximity and approachability. The appeal of a league without mega-rich, moody, self-promoting players was a natural for Bon Jovi, who as a boy had a bad experience with a superstar. Willie Mays rejected Jon's request for a second autograph; he was trying to get one for his injured brother.

Popular Soul fullback/linebacker Chris "Soul Train" Ryan, a 6-foot, 315-pound retired sheriff, embodies the connection that helps make the league a hit.

"When I'm tired," said Ryan, "I like to be able to reach over in the stands and talk to a fan to boost me back up."

Is there an Eagles' effect? Will there be a Super Bowl afterburner that helps launch the Soul's popularity even higher?

"We got it last year; fans needed to rebound from the NFC Championship loss," said Soul receiver Sean Scott. "And now, after they win the Super Bowl, they'll just shift that excitement right over to us. It'll be even crazier."

"Obviously the entire city is caught up in Eagles fever, including me," Bon Jovi said. "We're not looked at as the stepchildren anymore. These guys are just a step away [from the NFL]. If we could be seen as the little brother or the cousin, I think that would be good for the city, because I don't think there's a crazier football town."

Right now Philly rocks with Eagle rhythm as never before. Bon Jovi's Soul may provide a nice encore.