Team tries hard to keep season-ticket holders
Season-ticket holders ask for a team that gives them hope
As a rookie general manager, Kavis Reed received his share of criticism last season in the media — especially after the Alouettes went 3-15, missing the CFL playoffs for a third successive season.
But last Friday night, at Montreal’s Grande Bibliothèque, Reed could do no wrong as he and team president Patrick Boivin answered questions from about 150 seasonticket holders for an hour.
Indeed, when Boivin queried those who had assembled whether they agreed Reed had done a “pretty decent job” of rebuilding the team through free agency and last week’s Canadian college draft, the question was greeted with wild applause.
Of course, Boivin and Reed were preaching to the converted. Their job isn’t to convince those who already have committed to season tickets.
“The reality is, we have to build back these relationships. The numbers are what they are. It’s not necessarily going to change from a season-ticket perspective,” said Boivin, now well into his second year as Als president. “We have to get more people into the stadium and, eventually, get them to convert.
“Truthfully, I don’t know that season tickets necessarily is the solution. I don’t know that the consumption patterns of the next generation of fans is with them tying themselves to 10 games per season.”
There was a time when the Als were among the league’s most successful franchises, both on and off the field. Beginning in 2000, Montreal went to the Grey Cup eight times over an 11-year period. The team also played to 105 consecutive sellouts from 1999 to 2010, the last season it reached the championship game.
But heading into a new year, the Als’ season-ticket base will be about 8,500, down from 10,000 in 2017, when the team averaged 19,521 spectators at Molson Stadium, the CFL’s smallest venue, with a capacity of 23,500. The average attendance was 20,377 in 2016 and, as recently as 2013, it was 23,012.
“We’re tracking on par with where we thought we would be,” Boivin admitted. “Generally speaking, people enjoy what we do at the stadium, the overall ambience and experience. We have a cachet that no other stadium in the CFL has. I don’t think we should take that for granted.
“But we still need to win some games. People fundamentally want to see this team win in the end. At this point, they want to see this team progress. When they start getting these signs of progression, I think they ’ll start believing again.”
And so, with the idea of becoming a more transparent franchise — a phrase used recently by Canadiens management — this off-season, the Als decided to conduct periodic social forums with their fan base.
The first one, held in February at the team’s Olympic Stadium dressing room, was much more intimate and not open to the media. That night, only 26 people who had decided against renewing their ticket subscriptions met Boivin, Reed and new head coach Mike Sherman. By the end of the evening, the triumvirate had persuaded 20 to give the team one more chance, and renewed their orders.
Last Friday, 250 were invited and 150 confirmed their attendance. They generally sent batting-practice pitches to Boivin and Reed. One fan said the atmosphere isn’t the same and complained of embarrassing halftime shows. Another was riled about the number of selfish penalties incurred last season. One wondered why more Quebec-born players weren’t drafted last Thursday. But the general mood was positive; most expressed a wish to see a competitive and exciting team — one that will make some progress and provide them with a feeling of optimism.
One more event is scheduled to take place during training camp, which begins May 20.
“We want to renew that passion,” Reed acknowledged. “We want fans to understand we’re trying to establish a foundation. That can be difficult to accept because, at first, you need to tear it down. I can say, with a clear conscience, this organization has addressed those foundational things.
“I won’t promise a number of wins. I will promise that you’ll be proud of your franchise.”
A year ago, Reed put the emphasis on rebuilding the offence, believing that would cure the team’s sluggish attack. He traded for veteran quarterback Darian Durant and signed receiver Ernest Jackson. Import tackles Jovan Olafioye and Brian Simmons were added to improve the offensive line. But the Als remained the league’s lowestscoring team.
This season, Reed turned his attention to the defence through free agency and has worked diligently to improve the team’s depth and Canadian talent.
While the quarterback position remains uncertain, management hopes to alleviate the expectations it places on that player. He won’t be saddled with winning games. Instead, the mandate will be to not lose them.
“Our fans deserve to have a better team. We feel strongly we’re going to make that happen,” said Reed, who hopes the Als contend for a playoff berth.
“Last year at this time we were very optimistic as well. We’re cautiously optimistic this is a better team on paper. Last year, on paper, we said we’re a good team. This year, we feel it.”
Notes: Joe Scannella, the Als’ head coach from 1978-81, died in his sleep last Thursday in Walnut Creek, Calif., following a long illness. He would have turned 90 on May22.
At this point, they want to see this team progress. When they start getting these signs of progression, I think they’ll start believing again. PATRICK BOIVIN, Alouettes president