Riders’ brand keeps taking hits

Fines under Jones reaching a tipping point

Tin Regina he theme should be Rider Pride — not Riders Fined. And over time, the general goodness of the Saskatchewan Roughriders and the spirit of their fervent followers will prevail. In the short term, however, the Green and White’s formidable brand is absorbing some hits. Roughriders president-CEO Craig Reynolds acknowledged as much on Saturday, when he was asked about the latest discipline dispensed by the CFL.

"Whenever you have things of this nature, it will have an impact on the brand — absolutely — and that’s the discussions we have,” Reynolds told this rumpled scribe and CJME radio’s Arielle Zerr.

"Nothing is more important to us than our brand, and when you have something that negatively impacts the brand, as an organization you need to address it.”

Reynolds has addressed the matter with head coach, general manager and vicepresident of football operations Chris Jones, whose innovative methods have resulted in five league-issued fines since last summer.

Most recently, the league dinged the Roughriders $31,500 for a pair of bylaw violations. Also on Friday, Jones was personally fined $5,000 for tampering.

Those penalties were in addition to the $80,000 in fines that the Jones-led Riders accumulated last season. At some point, this has to stop. Surely, the heat on Jones is intensifying after five fines and a five-victory season.

“I’m not going to comment on Chris’s performance publicly but obviously it’s a bit of a learning curve, as well,” Reynolds said on Saturday. “He’s a new GM, so there has been a learning curve associated with that, but he understands his role and he understands the way we need to move forward."

As Reynolds underlined the need to move forward, I looked behind him.

Two Roughriders players — centre Dan Clark and receiver/returner Chad Owens — were signing autographs and posing for pictures during the grand opening of the team’s expansive new store at Mosaic Stadium 2.0.

Clark and Owens also chatted amiably with fans, conducting themselves in a manner that is more representative of the Roughriders’ overall mindset than Jones’s penchant for rule contravention.

The sight of Clark and Owens was simultaneously uplifting and disappointing. While yakking with Reynolds, I knew all too well that the story of the day was not about the Roughriders’ store or the exemplary conduct of two veteran CFLers.

Nobody talks about the planes that land. But rest assured that smooth landings are the norm.

As long as there has been professional football in Saskatchewan, the team and its players have enjoyed an intimate connection with the community.

Whether it is Glenn Dobbs helping the fans paint the Taylor Field fence, Ron Lancaster signing autographs — legibly! — for anyone who asks, George Reed belonging to 47 different charitable or community groups, Joey Walters chatting with a young fan and then apologizing for taking up so much of his time, Don Narcisse doing his trademark touchdown dance at KidSport functions or a kid’s birthday party, Kerry Joseph befriending everyone or Chris Getzlaf assisting countless charities, there is a long history of players who go far above and beyond.

Even now, with the dizzying roster turnover under Jones, there are mainstays such as Clark who tirelessly devote their time to various causes. Considering all the legwork Clark does off the field, he should weigh 185 pounds instead of 310.

But what is weighing down the organization right now? Fallout from the fines.

Jones may be experiencing a “learning curve,” but why? If there are any questions, surely he could consult with assistant vice-president of football operations and administration Jeremy O’Day. A former assistant/ interim GM and CFL Players’ Association representative, O’Day understands every end of the business.

O’Day also sees the complete picture. Beginning as a player, he has been associated with the Roughriders since 1999. Not an ounce of controversy has been attached to his good name.

People such as O’Day predominate in the organization, as has been the case for more than a century. They epitomize and embrace Rider Pride — which will endure long after Jones touches down somewhere else. Roughriders head coach, general manager and vice-president of football operations Chris Jones has received as many fines as he has wins with the CFL team.