Joe’s been intrigued by Rays owner Stu Sternberg and team president Matt Silverman bouncing around in various interviews lately preaching a “One More Game” theme.
Essentially, the Rays honchos are out there telling media and fans that if each individual person who came a Rays game last year simply attended one more game in 2013, then the team would be in great financial shape and be far from the cellar of Major League baseball attendance. Silverman even said yesterday on 98.7 FM that the Rays would be happy with revenue at Tropicana Field if that were the case, almost implying there would be no urgency for a new stadium if current fans stepped up just one step higher.
This got Joe thinking about the state of the Buccaneers and the heinous blacked out games that are a stain on the entire Tampa Bay community. The sad reality is that fans in other cities, annoying local fans of other NFL teams, and many Bucs fans, find blackouts to be thoroughly humiliating and embarrassing.
What if every Bucs fan not holding a season ticket, and who attended a game last season, attended one more game this year versus? Joe suspects the Rays’ “One More Game” goal applied to the Bucs would end blackouts in a hurry.
Earlier this month, Jaguars owner Shahid Khan opened up for a comprehensive interview with Forbes. It was extremely revealing and Joe recommends the entire piece.
The excerpt below dives into ticket sales and how the Jaguars climbed the ranks of NFL in ticket sales last season despite their awful team. Interestingly, they allowed toddlers in free and let fans bring in water and food — and that led to more food and drink sales.
Moving over to the business side, you obviously think it had a much better year than the football side.
There were three games that we took tarps off. A year ago we were 29th in ticket sales. We finished 20th in ticket sales. The London experience is turning out to be everything and more than I thought. The game is sold out, we got marketing rights in London, which is the first time that’s happened. Just as we speak, we’re hiring a dedicated sales and marketing representative for the Jaguars in London. The ticket revenue for a London team is about 44% higher, so playing that game is better. Wembley is a better stadium and so on. Sponsorship-wise we’ve done well. We have a number of fans who are excited to attend games there.
We’re also off to a record start on season ticket sales in Jacksonville even though we have raised prices and had a 2-14 season. We expect to have record season ticket sales. It’s about engaging the season ticket holders and doing a lot with the gameday experience. We redid the locker rooms last year. We’re spending more money on the weight room. We’re moving forward now with getting the state to upgrade the stadium with a big scoreboard, the biggest in the business. We’re getting state and local support on that, which is very encouraging. So I think business side, it’s almost a mirror image, regrettably of what happened on the football side.
… …
Blackout is not even on the horizon. But typically what teams do is buy tickets, which is allowed under NFL rules [to avoid blackouts]. The #20 position in sales is actual money that we recorded. Another thing which is interesting, we allowed people to bring kids under 34 inches tall in for free. We also allowed water and food in free. You’d be amazed that our per capita sales of food and drink went up.
How is that possible?
Well, it’s very simple. People brought in food, and you attract a certain budget crowd. “I can go to the games, and don’t have to take a babysitter, I can take my son with me.” And then you’re attracting a crowd that says “I’m not going to buy the $5 hotdog, I’m going to buy the $9 beer.” A lot of the business moves sound counter-intuitive but they turned out really well.
Of course, Team Glazer also has slashed prices of many tickets over the past few years, offered discount concessions for select games, among other measures to lure fans. Stadium improvements are on the way, as are new food vendors and more.
Yes, fans across the NFL are increasingly opting to stay home to enjoy football Sundays. But somehow, it seems, the lousy Jaguars, in a tiny Florida market, are making significant strides.
Joe wonders what it would take for Bucs fans to attend “One More Game.”