The Jaguars - NFL Economics: What's changed since 1995?
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It's one of the most talked about topics at the water cooler - the Jaguars - and their ticket sales woes. Up to this point, the Jaguars have yet to even be close to selling out any of their home games, and most likely will not for the rest of the year. It seems every national media outlet has had at least one writer take a shot at Jacksonville for the lack of ticket sales.
Today, Metro Jacksonville continues its seven part series discussing the Jaguars and the Jacksonville Market, and how they compare to other NFL cities.
Full Article
http://www.metrojacksonville.com/article/2009-nov-the-jaguars-nfl-economics-whats-changed-since-1995
QuoteWith that said, there is only one way to properly secure the future of the Jaguars in Jacksonville:
Buy tickets.
Great article!
While I think that naming rights for a stadium is a plus because it brings in money for the team/ city, I do not think it's as big of a deal as most people make it out to be. There are 14 stadiums (out of 31 because Giants and Jets both play the same stadium) without naming rights in the NFL. A lot of people make such a big deal that Jacksonville does not have a naming rights contract on Jacksonville Municipal Stadium.
Very true, but we need all the local revenue we can get.
Quote from: aaapolito on November 19, 2009, 08:05:10 AM
While I think that naming rights for a stadium is a plus because it brings in money for the team/ city, I do not think it's as big of a deal as most people make it out to be. There are 14 stadiums (out of 31 because Giants and Jets both play the same stadium) without naming rights in the NFL. A lot of people make such a big deal that Jacksonville does not have a naming rights contract on Jacksonville Municipal Stadium.
Some teams are actively marketing naming rights (us), some are not. For example, Chicago will never rename Solider Field.
On the flip side, there is a reason that the Cowboys play in Cowboys Stadium - they couldn't sign a naming deal either..
This is a great article. Only about 5% of articles supposedly about "NFL Economics" ever even touch on the most important facet of today's landscape: the change from DGR to TFR. This was a colossal error on the owners' part that they quickly recognized and hence their decision to opt out of that terrible CBA.
The other major factor in today's unworkable situation is the death of leaguethink led by short-sighted owners such a Jerry Jones, Dan Snyder, Bob Kraft and others. The literal death of the NY Giants' original owners was a big blow to leaguethink. Even though they had the biggest market and the chance to be selfish, they wisely knew the success of the whole league was paramount. With them gone there really are no more large market owners with a bigger perspective -- it's just a "me me me" mentality.
Steve, you clearly know your stuff and I appreciate your ability to write it clearly and succinctly. I look forward to more articles from you on this subject.
Good article, but I can't take it anymore. Buy tickets!!!!!!!!!!!! If you like football, buy tickets... if you want to get a great gift for dad, mom, uncle, grandpa, whoever, buy tickets.... stop making excuses, buy tickets.... the economy sucks for everyone, buy tickets.... this city loses this team and we will step backwards ten years in the eyes of the rest of the major cities in this country, buy tickets... its going to rain, buy tickets... its too hot, buy tickets... i want leftwich back, buy tickets.... del rio needs to be fired, buy tickets.... the jags are looking ok, if they win another game, then ill go, buy tickets.... im a steeler fan, buy tickets you're not from pittsburgh, stop lying to yourself.... buy tickets Jacksonville or we are going to lose the biggest national product this city has to call its own....
GO JAGS!!!!!!!!!!!
I've heard the business end explained in a multitude of ways and it never made sense to me. This article has lifted the cloud of dollars & cents.
Owners like Jerry Jones have always frightened me as a threat to the smaller markets and specifically the Jaguars... I'm glad he's out numbered.
Looking forward to parts 3-7.
very nice. Please have more articles like this.
Awesome Article!!! Very clear but very comprehensive. It's got my wheels turning.
This is a great article. Overall, the Jaguars need so much marketing help. They don't give the team or stadium any sex appeal and they don't create any real desire to attend the games.
^I'd respectfully disagree with you. When we go into Jacksonville and other small markets, you'll see that the Jaguars bend over backwards for the fans of this city.
Not to mention, shouldn't the 60:00 that happens between the lines be enough? Isn't that what we should be going to see anyway.
It should absolutely be enough, but it clearly isn't. I believe much of it has to do with the first full generation arriving. What I mean is that so many Jacksonville residents are transplants from other cities, that they brought other team loyalties with them. Now with the Jaguars being 15 years old, there is a generation reaching prime spending-influence age who have only rooted for the Jags...this is a good thing.
Also, I am definitely not the best person to debate football team decisions. I love watching football and attend almost every game but I am not a master of the game. That said, I don't just mean marketing in terms of buying silly newspaper ads or awful billboards. I also mean passing on Brady Quinn. Whether he was good or a bust or we got a different player, etc...I don't care. He was MARKETING, Baby! He would have had people in Indiana wearing teal (NOT an easy feat to get adults to wear teal). He would have made headlines instead of Jimmy Smith making headlines. All teams have their negative press but it is usually balanced in the city by positive press. We don't get that here. And the end result? I go to all home games and ALL of my friends are indifferent and they love football. But the Jags have not made it worth going to the games.
Lastly, don't get me wrong; I love Jacksonville. I have moved here twice on my own and am now a downtown business owner because I believe in this city and want nothing but the best for everyone here.
People in Indiana wearing teal doesn't put butts in the seat in Jacksonville. Brady Quinn has not acquitted himself very well on the field. I am sure Jeff George sold some jerseys for the Colts and Falcons, etc. wherever he was from. I bet Ryan Leaf had a following in Montana or wherever he was from when drafted by the Chargers. How many of them are heading to Indy, Atlanta or San Diego for games now? Drafting players for "marketing" without any regard for their ability is a horrible idea for a franchise. It adds up to losses.
The only true marketing for a small market team outside of its geographical area is WINS. Indy was always a laughingstock. Now people all over claim to like them. Same with New England. People didn't hop on the bandwagon because of Manning and Brady... they hopped on because those teams began consistently winning (due to Manning and Brady, but there's still a distinction).
Gene Smith can have a collection of total no-names. No sex appeal is necessary. If he builds a consistent winner that spends the 2010s going to a few AFC Championship games, wins the divison 7 of 10 years and wins a Super Bowl... kids in Indiana will start wearing teal.. and it won't have squat to do with whether the quarterback has sex appeal.
Tripoli, I agree!! Your math that a winning team equals ticket sales is pretty understated. My point is since they HAVE NOT put together a consistent team then they may want to try something else in the mean time. And I didn't say Brady Quinn was a team-saver...it was an example. Not to mention who we took instead...not to mention because barely anyone remembers.
Quote from: Tripoli1711 on November 19, 2009, 03:56:54 PM
Gene Smith can have a collection of total no-names. No sex appeal is necessary. If he builds a consistent winner that spends the 2010s going to a few AFC Championship games, wins the divison 7 of 10 years and wins a Super Bowl... kids in Indiana will start wearing teal.. and it won't have squat to do with whether the quarterback has sex appeal.
Amen - name someone on the 2004 New England Patriots championship team besides Tom Brady. It doesn't have to be a Cowboys Dynasty like the 1990's
Quote from: JaxNeedsHelp on November 19, 2009, 04:05:17 PM
Tripoli, I agree!! Your math that a winning team equals ticket sales is pretty understated. My point is since they HAVE NOT put together a consistent team then they may want to try something else in the mean time. And I didn't say Brady Quinn was a team-saver...it was an example. Not to mention who we took instead...not to mention because barely anyone remembers.
It was Reggie Nelson. Love or hate him, pretty much every fan knows who he is. I understand your point though.
The thing to keep in mind is that the Jaguars have a different draft philosophy that they did in '07. If Gene Smith is true to his stated philosophy, he won't let the best available player go by to meet a need, as Shack Harris did with Quinn (although in hindsight, that pick would still be a mess). It still may not be the "sexy" pick, but it will more likely be someone who can play, and well.
Certainly doesn't have to be a Cowboys dynasty. And I agree 100%...if the team is winning, you don't need to know all the names. I revert back to the point that...they...aren't. They are not a consistently winning franchise. So, in the mean time, does it hurt to actively market attractive seats, deals, etc. in the marketplace until they are a winning franchise and the seats sell themselves? Why not try something like partner with the Hyatt for a very cheap hotel stay Saturday night and four tickets at a bundled price (within NFL guidelines) and advertise it in Orlando? Daytona? With a creative, strategic approach they don't simply have to slash seat prices (like their billboards do now) and further devalue the idea of attending the game.
I think the Hyatt already has some kind of partnership with the Jaguars too, because it advertises packages in the season ticket holder newsletters. That would tie in really nicely with the expanded marketing footprint the team is hopefully pursuing.
RE: Winning-
This year, the team have won 75% of their home games so far, have won 5 of their last 7 games, and are competing for a playoff spot, playing meaning full games in November and hopefully December. All this with 13 rookies either starting or contributing. They have overachieved.
They had a losing year last year.
Before that, they were 11-5 (could have been 12-4 had they not pulled starters in the last game) and were two dropped passes away from giving the undefeated Pats a game in the playoffs. It still didn't sell tickets in '08.
You can say they were inconsistent, and I won't disagree. Again I cite poor drafting. That has changed and will continue to change. I don't realistically expect perception to change in one season, but how much more time will it take for people to take the leap again? 2 seasons? 3? 4? We may not have that kind of time. The barbarians are at the gate already.
It's not the Jags fault.... Their marketing is not the greatest in the world, but it is not the Jags fault. The blame is on the citizens of Jacksonville and surrounding areas. Thats all it comes down to. You don't realize what you have, you take it for granted. Either wake up or we will lose this team and it will be so sad to live in a city that couldn't support 10 events a year. When the Jags play, it is the BIGGEST thing going on in Jacksonville, and there is no debate there. Stop making excuses and blaming others and go buy tickets and come out and have a good time, believe me it wont hurt, you will have fun.
I like ac's comments. Even though they have technically had a winning season, they just somehow fall into the "blah" of football. They never dominate a segment on Sportscenter, etc.
And back to the "people wearing teal in Indiana won't put butts in the seats in Jacksonville," as it was put by Tripoli: That's incorrect. Because football fans seeing their home team's jersey being worn in other markets gives them a sense of pride. We cherish the beach because it's something everyone wants. We don't get that with our football team.
Again, my Brady Quinn was just an example. But maybe if we took a player that was a risk (not in a classless terrell owens-type of way but in a this player may be great or a bust-type of way) we would at least be talked about on ESPN, et al as having swung for the fences...as having come out trying hard and ready to fight and be bold. Slowly adding players with just above-average skills will technically add wins...which is currently doing nothing for attendance or pride.
Agree with cdb, too! I have had season tickets every single year I have lived in this market. Everyone should try to go to what they can afford, but people need convincing. It is not all the Jags fault, but if a restaurant failed because they didn't attractively advertise their burgers, I wouldn't blame it on people eating elsewhere...it's the restaurant's fault.
The only reason I get so heated about this is because I genuinely do not want to see Jacksonville lose it's team. I do believe the majority of keeping it is on the citizen's. But the major responsibility of a league is to make citizens give a damn and this league doesn't.
Quote from: JaxNeedsHelp on November 19, 2009, 05:33:38 PM
I like ac's comments. Even though they have technically had a winning season, they just somehow fall into the "blah" of football. They never dominate a segment on Sportscenter, etc.
And back to the "people wearing teal in Indiana won't put butts in the seats in Jacksonville," as it was put by Tripoli: That's incorrect. Because football fans seeing their home team's jersey being worn in other markets gives them a sense of pride. We cherish the beach because it's something everyone wants. We don't get that with our football team.
Again, my Brady Quinn was just an example. But maybe if we took a player that was a risk (not in a classless terrell owens-type of way but in a this player may be great or a bust-type of way) we would at least be talked about on ESPN, et al as having swung for the fences...as having come out trying hard and ready to fight and be bold. Slowly adding players with just above-average skills will technically add wins...which is currently doing nothing for attendance or pride.
I don't think it's in any way a failure of the Jaguars to not dominate a segment on SportsCenter. That show is and ever will be fixated on certain marquee teams and players. It is not at all uncommon for quality teams from small markets to go ignored, even to some degree belittled, on that network.
I get what you're saying about risky players, but just going for being noticed on ESPN isn't a long-term winning strategy. What the Bills have done the last year or two (Owens, talk of Shanahan, etc.) reeks of desperation and hasn't expanded the Bills' fan base to any degree. And if the risky player busts, the long-term damage is much greater than the short-term gain. Anyway, I'd say we went after a talked-about, boom-or-bust player with Matt Jones not too long ago.
And adding wins does add attendance...it just takes time. You can even see some slight positive effects now. The best-selling game this year has been the Tennessee game, which immediately followed a televised road win against Houston. Buffalo is already the #2 seller and I'd guess it's going to top 50,000 at least, and that's coming off two wins. Or just look at the steady attendance increase throughout 2007. The late-season home games were nearly literal sellouts as the team's record improved and buzz built.
Quote from: Wacca Pilatka on November 19, 2009, 05:46:03 PM
I get what you're saying about risky players, but just going for being noticed on ESPN isn't a long-term winning strategy. What the Bills have done the last year or two (Owens, talk of Shanahan, etc.) reeks of desperation and hasn't expanded the Bills' fan base to any degree. And if the risky player busts, the long-term damage is much greater than the short-term gain. Anyway, I'd say we went after a talked-about, boom-or-bust player with Matt Jones not too long ago.
And adding wins does add attendance...it just takes time. You can even see some slight positive effects now. The best-selling game this year has been the Tennessee game, which immediately followed a televised road win against Houston. Buffalo is already the #2 seller and I'd guess it's going to top 50,000 at least, and that's coming off two wins. Or just look at the steady attendance increase throughout 2007. The late-season home games were nearly literal sellouts as the team's record improved and buzz built.
Two very good points.
Yeah, we certainly shouldn't hold our breath on the Sportscenter thing, but I also think you sell the Jaguars short. I was grabbing a sub the other day at Firehouse up here and they had sportscenter on. Mark Schlareth (h/e you spell it) was going on and on for at least 2 minutes about how he liked what he saw in us and that we were on the rise. When we were winning more consistently we were on there a lot. Look at how often the San Antonio Spurs are near the top of the show. Aside from (perhaps) Tony Parker (only because of his wife), who is sexy or exciting on that team? But they win and they are on all the time.
Wins shouldn't be needed to put butts in the seats. That should happen because a fan base loves its team and grows accustomed to being at the stadium every week. But if it is national buzz ye seek... trading a 1st and a 3rd for Brandon Marshall just so the ESPN anchors can kill him with a Jaguars logo next to the picture over their shoulder isn't worth it. Just win baby.
Tripoli, good post. I agree!
I think one of the smartest things the Jags can do, is "regionalize" their market. Unlike many metro areas, Jax doesn't have any large areas within 90+ miles of this place. If the Jags represented Old Florida (out I-10 to Pensacola and across the middle of the State from Ocala north) along with southern and eastern Georgia and into Hilton Head, SC, the Jags not only would increase by double or more their market but greatly expand their geographical footprint creating a larger aura about the team.
The players, the ROAR, Jaxon De Ville, Coach Del Rio, and Mr. Weaver need to do promotional visits to all these cities and small towns once every year or two. Imagine the draw and PR they would get as "celebrities" in many towns otherwise forgotten and the indelible impression it would have on kids (i.e. future ticket buyers and ticket pushers on their parents). A few years of visits like this (don't forget to bring your ticket and souvenir sales folks along) should spur some real bonding from these markets to the team. And, the Jags have no professional sports competition. It's all theirs for the taking.
Even UF, FSU, and UGA coaches travel the region every year to speak and stoke their fans, even with already sold out stadiums (well, usually. Sorry, Noles.) It just can't help but build the fan base.
Quote from: Tripoli1711 on November 19, 2009, 06:04:53 PM
Yeah, we certainly shouldn't hold our breath on the Sportscenter thing, but I also think you sell the Jaguars short. I was grabbing a sub the other day at Firehouse up here and they had sportscenter on. Mark Schlareth (h/e you spell it) was going on and on for at least 2 minutes about how he liked what he saw in us and that we were on the rise. When we were
Schlereth seemingly has a strong affinity for run-oriented, physical teams. He was highly positive about the Jaguars in 2007, mainly for that reason, and was one of the earlier media faces to talk us up as a major contender that year. Given the rebuilding of our lines and resurgence of our running game, I'm not surprised he's paying attention to the Jaguars again. Unfortunately, he spends most of his time toiling for the soul-crushing "NFL Live," a show apparently predicated on the idea that there are about eight teams and 25 players in the NFL because that's all they cover.
Quote from: stjr on November 19, 2009, 11:02:32 PM
I think one of the smartest things the Jags can do, is "regionalize" their market. Unlike many metro areas, Jax doesn't have any large areas within 90+ miles of this place. If the Jags represented Old Florida (out I-10 to Pensacola and across the middle of the State from Ocala north) along with southern and eastern Georgia and into Hilton Head, SC, the Jags not only would increase by double or more their market but greatly expand their geographical footprint creating a larger aura about the team.
The players, the ROAR, Jaxon De Ville, Coach Del Rio, and Mr. Weaver need to do promotional visits to all these cities and small towns once every year or two. Imagine the draw and PR they would get as "celebrities" in many towns otherwise forgotten and the indelible impression it would have on kids (i.e. future ticket buyers and ticket pushers on their parents). A few years of visits like this (don't forget to bring your ticket and souvenir sales folks along) should spur some real bonding from these markets to the team. And, the Jags have no professional sports competition. It's all theirs for the taking.
Even UF, FSU, and UGA coaches travel the region every year to speak and stoke their fans, even with already sold out stadiums (well, usually. Sorry, Noles.) It just can't help but build the fan base.
Seemingly...hopefully...the Jaguars are taking steps in this direction. Mr. Weaver's talk of involving Orlando more seems a harbinger of things to come as far as regionalizing the team. Shame it didn't happen many years ago, but the response from Jacksonville and its immediate surroundings was so strong in the early years that a regional approach didn't appear necessary, I guess.
I do notice, in looking at 90s game programs, that we used to have a much larger radio network--quite a few more stations in Georgia, more expansive coverage in Florida, even a handful of stations in SC and Alabama. I wonder whether expanding the radio network will be part of the regional strategy. I remember seeing the Redskins as a major regional player growing up in Maryland, as they had radio affiliates throughout the southern tier of PA, all of MD and VA, parts of WV, and even into the northern half of NC.
Build the fan base and the listeners' will demand and get radio. It's a chicken and egg. Radio with no promotional support won't work as you have aptly pointed out. I tried to get the Jags a few games ago on radio in rural southeast Georgia near Savannah and could barely pick up a faint signal competing with a rap station. Not for the feint of heart.
You can listen to the Jags over WOKV (690), as they have a great daytime signal. That signal should not be underestimated.
It comes in very well here in the Charleston area, even inland about 25 miles. I've heard Jaguars games in Myrtle Beach, almost 300 miles from Jacksonville, and the signal invades deep into Panthers territory, heard all the way to Cape Hatteras, 525-550 miles away from Jacksonville.
The inland signal is also pretty good, heard to Winter Haven in the daytime.
If you promoted them well on that signal, maybe you could get some fans to come to Municipal Stadium.