As we near the start of another season for the EE, talk in Edmonton surrounds how this team builds back and regains its status as the leading franchise in this proud league. Clearly new president Victor Cui has had an immediate and positive impact on this franchise and its direction. And while there exist no easy answers for how the club does this in the long run, and not that anyone has asked for my thoughts, but here is a five-point plan of considerations (in honour of the club’s 1978-82 heyday) for how to get this club re-established as the beacon that other league teams follow.
1. Conversations
Research is a crucial component for any plan, and while the Elks in years past have done surveys of their season ticket holders, the questions asked have focused largely on operational issues. They’ve tried to solve issues at the tactical level, not at the core.
What they need now is conversations. Ones where you can get to the heart of why this team matters to Edmonton and Edmontonians and also why it doesn’t. This can’t be a small focus group of a few people, but I’m talking hundreds of coffee conversations with people young and old, long-time and new Canadians, sports fans and non, just to name a few segments. These stories won’t give the club a road map to solve its issues, but they will hear stories of how someone became hooked on the green and gold, the types of experiences that they want to have, what drives them away, and what could happen to make this team matter. Conversations reveal information. Lots of conversations reveal patterns. Patterns help develop plans.
2. Study Success
Yes, more research. Chip and Dan Heath’s book “Decisive” talks about finding someone who’s solved your problem. For this, I’d look at three options:
- Smaller European football leagues – many of us know about the Bundesliga and Premier League, but what about the Scottish Premiership or Belgium’s Jupiler Pro League. On many levels, none of these smaller leagues can compete with top ones yet each still has passionate fan bases there to support their teams year in year out. Scotland is a good example as it lives next door to the elephant that is the English Premier League (sound familiar?). Scotland has big clubs, a handful that are profitable, and sees much of its revenue driven by an ever-important broadcasting contract. Despite any challenges, the league still has ardent supporters. Studying these may give a glimpse into the ‘why it matters’ question.
- Saskatchewan Roughriders – While as a fan of the green and gold it pains me to salute the Green Riders, they do have a long-standing connection with their fans that runs deep. No matter where they are, people from Saskatchewan are intensely proud of their home province, and for a large majority that pride comes through in their support for the Riders, no matter how well they’re playing. What knowledge can be gleaned from diving into what makes this franchise, and more importantly, its fanbase tick? Another good example might be the Montreal Canadiens - an organization that continues to successfully find ways to engage while honouring the incredible success of its past.
3. A Focus on the Individual Ticket Buyer
For many years, a focus of the EE seemingly became about attracting the corporate supporter. Corporate ticket packages and hosting areas were the emphasis, and even a new video sponsor ribbon around the middle of Commonwealth took the space previously held by Wall of Fame inductee plaques. This all took place at a time when season ticket totals were declining as was overall attendance. I didn’t see the books at the time and wasn’t in the room to hear the conversations around this strategy, so there could have been great logic to focusing on corporate buyers who may spend more to host clients or provide unique experiences. But, to me it seemed a bit backwards. Instead, a focus on the individual ticket buyer is where my attention would be. Getting more people in the stadium, and especially those maybe less restrained than people might be in a corporate suite, creates a better atmosphere. Create a better atmosphere, more people want to be a part of it. And who wants to be around more people? Corporations generally want to be around more people.
4. Fewer One Year Contracts
This is a league issue, and not one just plaguing the Elks. The annual migration of players from one team to the next doesn’t allow fans to connect to players, which creates less connection to their teams. Growing up in the 80s, I could know that my two favourite players, Tom Wilkinson and Brian Kelly, would be back the year after. Only retirement took them out of green and gold, so for years I had my idols I could mimic. Now, the CFL emulates house league hockey where every year kids are moved around to different teams with different players. The CFL doesn’t want to be house league hockey. One year contracts are partially solved by stronger revenue streams that don’t make signing bonuses poison pills for teams and enable players to feel confident in longer term deals. There is no quick fix to increasing revenues, but it needs to be addressed to minimize the annual player shuffle we see each February.
5. Meet Fans Where They’re At
With any team in any sport, you’ll have a fanbase that covers the spectrum from casual to team colour bleeding type fans. The Elks are no different but meeting each fan where they’re at can help further the likelihood more would be willing to tattoo a logo somewhere on their body. Ok, I’m not really suggesting that has to happen, but you see the point. Anyway…for new fans start up Football 101 again. Traditionally geared to women watching football for the first time, create one for new Canadians who are learning not just about football but sporting culture in Canada, which could be very different from where they come from. For casual, but interested fans, perhaps it is about tying other entertainment and experiences to their trips to Commonwealth, tailgating or post game time spent on the field come to mind. And for football nerds like me, give me experiences like film sessions – the chance to hear an ex-player or coach breakdown film would give me amazing insight and would be something that I’d be all over. Fans don’t come in one shape or size so find unique experiences that fit their distinctiveness.
The Double E hold such a strong place in the history of this city and the hearts of many. My Esks/Elks origin story is deeply tied to my parents and grandma so the connections run deep. Whether my ideas fit where this team needs to go or not, I wish for nothing more than for this franchise to again be admired in this city to that same extent we’ve seen in years past. As noted, President Cui has already taken immense strides and I can’t wait to see what transpires as the season nears.
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