TUCSON, Ariz — It's 10:30 a.m. at the Tucson Arena, and Sugar Skulls owner Kevin Guy is explaining to a sponsor that he can't offer him fifty yard line seats.
"We don't have a fifty yard line in Arena Football because our field is 50 yards," he said. "We have a twenty five yard line."
Guy is the four-time Arena Bowl champion winning coach of the Arizona Rattlers who also owns the expansion Tucson franchise. The Sugar Skulls are hoping their unique branding, an homage to the Mexican Day of the Dead holiday, is a hit with fans.
"With the name and the logo, we are making sure it is tied to our community."
Later on this December day, Guy met with Sugar Skulls executive director Mike Feder on the north side of the Tucson Arena. it's where the team will hold a giant pre-game tailgate party.
"I want it to be about families," Guy said. "You can come to work every day with your day planned out. There is going to be five things that are unexpected that are going to come up."
On this day, an unexpected surprise. The Sugar Skulls sign All-League defensive lineman Keith Jones Jr. Guy then met with Park Place Mall manager Brighid Brown about the team's upcoming kiosk this week.
"I can't wait until the first game. I can't wait to see the Tucson Arena packed out, and what it's going to look like outside before the game. It's really fun putting a team together from scratch."