It felt like yesterday, largely because it wasn’t that long ago.

New player signings were flying, billboards going up all around Dallas, all heralding the same simple message: It’s a “New Era” for FC Dallas. With a new coach on the touchline, a new commitment to on-field excellence backed by transfer dollars spent, excitement around the club built.

Three years later, the club being advertised there looks radically different than what is training in Portugal ahead of their 2025 campaign. The coach, the players, even crucial parts of the business office involved are all gone.

The “New Era” is dead. Long live the “New Era.”

With all the old parts gone and new parts arriving still, let’s harken back to the days of yore. All the way back to 2022, when the promises of good tidings were fresh in all of our minds.

The intent is simple: assess what happened during the three year period which constitutes the “New Era” with the goal of determining was it successful, if yes how much, and what if anything should the club carry from this experience into 2025 and beyond.

On Pitch

For plenty the answer of “Was the New Era a success” generates the following response: “Did we win MLS Cup, or any major trophy for that matter?” As the answer is no, then so too is that of the original query. That said if you’re an absolutist in sports it must be a dull existence at best, infuriating at worst. Only one team can win any given trophy at any given time. In American soccer you have a scarce amount of silverware available every season. There’s too much variance and depth in the sport to solely focus on trophy room additions.

With that established, FC Dallas’ play during this trio of seasons is uneven. They have a combined record of 36 wins, 34 losses, and 32 draws from 2022 through 2024, which is our time frame. They scored 143 goals while conceding 130, for a +13 differential overall. They had two playoff appearances in three seasons, winning twice and losing three times (a stat modified by the league’s playoff format change in 2023).

The 2022 season does a lot of work in carrying the others. A home playoff win, the most single season wins (14) of the three, and a record setting season for now former star Jesús Ferreira in single season goals with 18. That season did a great job of paying off the tease, to use some radio parlance, of what Dallas spent the off-season building. Hype around then first year coach Nico Estèvez was growing (I did my part in contributing to such), and after a lost 2021 it felt okay to hope again.

2023 comes along and things are still fine, but the decline begins. From 53 points to 43, Ferreira comes back hurt from the Gold Cup beginning a spiral that leads to his exit, and Seattle once again trounces you in the playoffs. That didn’t mean there wasn’t excitement: Bernard Kamungo’s breakout, the arrival of Asier Illarramendi, and of course the Messi Leagues Cup match. If 2022 was cast in gold, 2023 was in copper: still solid, but not as valuable or interesting.

Then the bottom falls out in 2024. Optimism reigns after a particularly curious off-season which saw a formation change from the 4-3-3 to the 3-4-2-1. The Toros win 2-1 on Opening Night against San Jose on a last second Dante Sealy goal. Dallas wouldn’t win again for over two months, before beating the Houston Dynamo on April 27th at home. Another win two weeks later against Austin FC was Estèvez’ last, as a dismal 1-1 draw against a depleted Minnesota United team saw his tenure end.

Peter Luccin becomes the interim and goes about restoring the feeling. Five wins in his first eight matches gave the impression of a righted ship. Alas the club only won three times in the ten games following that stretch, missing the playoffs for the first time since 2021. It’s impossible to think that swoon didn’t factor heavily into Luccin not getting the full-time job.

As a collective, it’s hard to say this time wasn’t a net positive. Yes, 2024 was as bad as 2022 was good. 2023 ends up being the tiebreaker, and considering that season resulted in a competitive playoff campaign I’m content to call it a positive. Room for improvement? You bet. That doesn’t take away from the fact that Dallas did achieve its goal of improving from a disastrous 2021, raising the level, and improving the club’s overall stature in the process.

Individual Efforts

The biggest change of the “New Era” was an increased commitment to player acquisition, beginning in the off-season leading up to 2022’s campaign. While the collective gets a passing grade, what about the individuals who made up this time? There’s a few specific ones as supporters we’ll always consider from that time period.

Paul Arriola

One of three marquee acquisitions to begin the “New Era,” and one half of the promotional side, the now former captain’s tenure in Frisco went a lot like the club itself. From 10 goals to two to five and five assists to four to two, the Toros went as their star left winger did. Injuries hampered him in 2023, though he wasn’t alone in that. His trade to Seattle this winter signaled that the club didn’t feel his production and age matched his seven figure salary, which is harsh but ultimately fair.

That 2022 season remains Arriola’s high water mark in the league and his career so far in club play. It’s also fair in noting Arriola’s contributions aren’t all measured by stats. He was a squad leader on and off the pitch, unafraid to face the media in good times and bad. The standard of human being he set during his tenure is tremendous, and one that any club on any continent would welcome. Even though he was only here three years, Arriola remains a player that is welcome back in Frisco anytime he so desires to return. That fact alone makes the $2 million in GAM Dallas sent to DC for him worth it in this writer’s humble opinion.

Alan Velasco

Marquee signing #2 checks in not unlike his fellow attacker profiled above. His best season was his 2022 debut season, book ended by his debut goal against Nashville and his panenka shootout goal to beat Minnesota in the playoffs. The aforementioned Inter Miami game also saw moments of brilliance from the young Argentine spurred on by playing against his hero. An ACL tear robbed 2024 from Velasco for the most part, although his gutsy return rewarded us with flashes of what could be.

Soccer’s business arrived this winter, and with Boca Juniors paying a minimum of $10 million for Dallas’ wunderkind goodbyes became mandatory. Not that the deal was bad at all; Dallas signed Velasco from Independiente for somewhere in the neighborhood of $7 million meaning they’ve turned a profit off this transaction. With incentives and a sell-on clause reported as part of the deal, it’s an even sweeter deal for Andre Zanotta and company.

Which means, and fans won’t like to hear this, Velasco’s signing was a success. From day one it was accepted Velasco would be in Frisco until someone offered a higher price than was paid. It’s the way of the MLS world, and especially the FC Dallas kingdom within. Velasco gave you great moments, didn’t burn bridges, and returned a good amount of money in which the front office will replace him. It’s emotionally frustrating in some ways, but in the ways that counts it’s a win.

Maarten Paes

Arriola and Velasco were the headline signings of that first “New Era” winter, but Paes has turned into the unexpected third head of the soccer Cerberus. Initially loaned from FC Utrecht before being purchased that following summer for somewhere around $1 million, Paes became one of MLS’ top goalkeepers almost immediately. Despite a perceived regression in 2024 Paes was an MLS All Star, earned the top keeper job for his new national team Indonesia, and even garnered interest from Europe (specifically Serie A club Empoli per media reports).

It’s well earned for the Netherlands native. In 92 starts for the Toros Paes has 1.26 goals allowed per 90, although that’s inflated because of 2024’s 1.73. He’s also saved six PKs in that time, which is just impressive considering the make rate on spot kicks is north of 75% these days.

All that success begs the question of if/when Paes will leave Frisco one day. Chatter this summer is a harbinger of what to expect over the next couple of seasons. Per MLS’ Roster Profile spreadsheet Paes is under contract through 2026 with a pair of options, meaning he’s locked in on paper. He turns 27 in May, so if a club overseas is going to make a call it’s probably over the next 24 months.

With all the clear cutting of salary, giving Paes long term security feels an important agenda item. Even if it’s just to drive up the price another club eventually pays, Paes has earned money befitting a top ten keeper in the league. If he wants Paes could spend the rest of his career here, maybe becoming the club’s best ever between the pipes and a local legend in the process. At minimum, he’s one of Zanotta’s best signings ever in an off-season full of good decisions.

Marco Farfan

Speaking of unexpected good acquisitions in that 2022 off-season, we shan’t forget about Dallas’ left back. Farfan arrived in mid February via the Ryan Hollingshead trade, raising eyebrows at the time. Both teams won that deal; Hollingshead helped LAFC win a title while Farfan when healthy has been the walk in starter on the left side.

Farfan’s inclusion in the “New Era” transactions matters because he was a Nico Estèvez guy through and through: a team player who plays with full effort, tenacity, and adaptability. Those qualities are prized by his new gaffer as well, so expect Farfan to continue getting written into the eleven as long as he’s able. He’s one of those un-sexy deals that ends up being important.

Sebastian Lletget

The final 2022 addition on this list, Lletget was a show of intent from the front office. Dallas needed a veteran play-making midfielder and Lletget was languishing in New England under Bruce Arena. $600,000 in GAM later and Lletget is in Frisco reuniting with several of his USMNT comrades.

Putting aside the unpleasantness of 2023, Lletget added a lot to the 2022 playoff run and the 2024 post Estèvez stretch run. His vision, effort, and willingness to do what is necessary adds a lot of value to a team who has gone through midfield struggles over the last two seasons. Velasco’s departure could mean Lletget gets run at the 10 until a replacement is had, seeing as he’s got the best profile among the players available at press time.

There’s more time behind Lletget than in front at 32, but he’s been a great offensive player for Dallas since his arrival. Don’t believe me? I’ll let the fine folks at FBRef make the case for me in closing:

That’s a whole lotta green friends.

Asier Illarramendi

Put a pin in this one, as there’s reporting that Illarra could be back with Dallas in 2025. Even if he doesn’t, Illarra’s short tenure in Frisco represents a high quality level. When healthy, he represented the boss level midfielder of Dallas’ dreams. Confidence on the ball, vision beyond reproach, and a Champions League pedigree all coalesced in what will be a bright burning star, even if it didn’t burn long.

If anything, you can argue Illarra was hamstrung by the situation around him. Watch back some of the 2024 matches and you’ll see Illarra multiple times gesturing for players to get forward and play more aggressively. There was visible frustration at how hesitant his teammates were. You can’t enable forward play if you don’t have anyone forward.

Which is why I really would like to see Illarra get minutes in Quill’s system. The new manager wants a more vertical, fast paced game. Illarra being the play-making six in his system represents an intriguing concept, even at his advanced age. Time will tell, but Illarra’s time with Dallas will age like a fine wine.

Petar Musa

One of two players that will get in just under the “New Era” line, Musa represents the biggest swing Dallas has ever taken in the transfer market. His transfer fee is the largest, he himself is quite large, and he comes from a big time pedigree club in Benfica. The Moose broke the Frisco mold in many ways before he even stepped on the pitch.

Then his boots met grass and all the promises were fulfilled. 16 goals that could have been more, an All Star spot, and an outside Golden Boot contender is why Dallas plunked down all that cash. He won’t be the name everyone associates with the time period, as he’ll be here across eras. But it’s hard to argue that his arrival and performance haven’t represented a new day of doing business for the Toros.

Logan Farrington

Now if we’re talking a potential long term piece coming out of the “New Era,” the Big Dog fits that bill. He’s another strong FC Dallas draft pick, that’s not new. What is different is Dallas spending a decent chunk of GAM to move up to the third overall pick and select him. Based on talks with people close to Farrington, he and his camp did not know Dallas was going to do as such. It was a surprise.

It didn’t take long to see why Dallas (and plenty others) rated Farrington so highly. Four goals, eight assists, and a general productive rookie campaign as Musa’s deputy meant Dallas’ striker room went from lower mid to top ten in the league. That’s a huge boost, especially when you consider Ferreira is no longer in that room.

MLS’ structure tells us that if Musa has another half or full season like he did in 2024, he’ll be off to Europe for a large amount of profit. It sucks, but that’s how this league works. The comfort you can have as a fan is that should Musa be sold for a boatload of cash, Farrington will be able to step in quite capably. He’s a great insurance policy, and one that profiles to have a great career in MLS.

Off pitch success

I’ve spent a lot of time on what happened between the lines, which produced a positive level of success overall. What’s undisputed about the “New Era” however? Off field, the club had arguably its most successful run.

Look no further than the average attendance numbers, starting in 2021 right before the “New Era”:

• 2021: 13,418
• 2022: 16,615
• 2023: 18,287
• 2024: 19,177

All this activity brought people in the doors, and kept doing so across all three years. Attendance won’t be a reliable metric over the next few years, but even that’s as a result of good business. Toyota Stadium undergoing a renovation is at least in part because of increased interest at all levels of fandom. Season ticket sales are up, suite rentals are up, and as the Miami game in 2023 showed Toyota Stadium as presently constructed isn’t optimal for a game like that. Save for maybe their initial season, interest and awareness in FC Dallas has never been higher.

A lot of credit goes to another departed name: Jerome Elenez. Elenez was the vice president of marketing starting in 2022 through December 2024 per his LinkedIn. In that tenure we saw the fan experience improve with new promotions, the addition of drone shows to the schedule, and more widespread advertising across several mediums. We can’t know what happens in an alternate reality where Elenez never joins FC Dallas. Maybe all that growth happens anyway. That doesn’t seem correct however, as Elenez’ arrival represented a change in the way the Toros did marketing business.

While it gives plenty of fans tired head, stuff like this matters. More revenue in means more money available for improvements, both on field and off. Dallas’ newfound prosperity and dedication to big spending are intertwined, which is a good thing. While the reduction in seating capacity as the stadium renovations happen worries some, the club’s financial position has never been healthier. Couple that with the soccer world descending on America in almost 18 months, and the time to invest is now ahead of potential growth in the coming years.

What To Take From The “New Era”

Even as the era ends, there’s lessons Dallas should take from this three year period.

The biggest being don’t be afraid to spend on high level players, be it GAM or real cash (this is being written as the new cash transfer system was announced by MLS). Velasco broke the inbound transfer record, provided many great moments, and ended up turning a profit. Musa is on track to do the exact same thing with more on pitch success, and has a real chance of breaking Dallas’ outbound transfer record currently set by Ricardo Pepi’s departure to Augsburg.

It wasn’t just those two. Up and down the above player list you’ll see great investments by the club, and that trend should continue. If only one thing remains from that time period, it’s that the checkbook should remain open. It doesn’t need to be “drunken sailor” level, but the current level of spending and maybe 15-20% more would be the sweet spot.

As a franchise, the club should also continue striving for a collective identity. On pitch this idea faltered in 2024, resulting in the staffing and roster changes we’ve seen. At the peak of the “New Era” however the alignment between on field product and off field messaging was coherent and effective, resulting in an overall great product. Marketing and company could promote it, and fans were rewarded when they came and saw it, making them want to come back more.

If I was tasked with choosing a single word identity for this current iteration, I’d go with “intensity.” Quill is building a squad that plays fast, he himself is quite the intense man (don’t mistake that for rude or cruel), and at peak function this team will be hard to play against no matter the opponent. Creating a singular focus that guides the rest of the campaigns, and you’ll see even more success.

Which ties into the final idea: the plan. Former Texas Rangers general manager Jon Daniels talked during his tenure about the one, three, and five year plans. At any given time he was looking at how decisions affected those three plans. It demonstrated an understanding that his team wasn’t just what was in front of him, but a living organism that exists forever.

Dallas had a plan going into 2022 both on and off field. With time on the on field plan eroded, and it’s time that changes. A focus on player development through the academy, consistent team building, and culture manifestation leading to winning titles are Quill’s goals. Extrapolating that out to long form vision is the next step, one that for which everyone at the club is responsible.

Even as the “New Era” concludes, with a new heading in Frisco taking hold once more, the echoes of that brief period remain. With time and continued success, there’s a real chance we’ll point back to that period as a beginning, not an end. The dress rehearsal for the eventual full show. One that ends not with people bowing, but with a trophy raised.

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