“When you have full stadiums, ambience and see that Als games are a cool place to be again, it speaks to the strength of your brand,” president Mark Weightman says.
“It’s showing it can be done,” Weightman told The Gazette. “We used to do this regularly; you know that. There’s nothing comparable to the ambience in this stadium when it’s completely full.”
Weightman’s mandate is to make the Alouettes relevant again in a city where hockey rules year-round, whether the Canadiens are winning or losing — the latter having become the norm of late.
“We’re spending every moment of every day trying to come up with cool ideas for content, for coverage, to get more coverage,” Weightman said. “We’re fighting for every inch, every bit of access to notoriety and visibility. To be known. Before you can like a team and want to follow a team, you need to be aware of what’s going on.”
It can be done.
But Calvillo suffered a concussion in 2012, then retired the following season and the team had no heir apparent. It went through a string of head coaches and quarterbacks, four consecutive non-playoff seasons — difficult to accomplish in a nine-team league — and had occasional issues at the ownership level. The franchise became the epitome of instability.
“I’d say Quebecers also are very proud to find out they have a winning team,” Péladeau said Thursday night. “They’re proud coming back to the Alouettes. When I was 20, the Alouettes meant a lot to me. Today, we’re rejuvenating all of this. Now, I’m 62, but it’s like I was coming back to 20.
“I shouldn’t be arrogant. I think we need to be modest. We need to concentrate on our game. I think this is the successful recipe that will bring us to the end of the season, obviously, to the best place again. I said this at the beginning … I’m not coming in for the money. There’s no money to be made in football now. Could this change in the future? We’ll find out. Obviously, we’re going to work toward this perspective.”
The Alouettes have a season-ticket base believed to be slightly above 7,000 in their 23,035-seat facility. While that might not seem strong, it was probably half that two years ago. Sponsorships have increased under Weightman. The 21 suites and four outdoor lofts are virtually sold for the entire season. And there are now companies on waiting lists, he said.
Weightman and the organization are being creative in their attempts to attract fans. A new video scoreboard has been installed in the east end zone. There are now pre-game and halftime concerts in the west end zone, new hospitality areas and a BBQ terrace. The stadium, built in 1915, has been spruced up.
You can put lipstick on a pig, but it remains a pig. There are navigation issues reaching the stadium and modest parking issues. And once there, the majority of fans must endure three hours sitting on a metal bench, an uncomfortable experience. The CFL schedule-maker also didn’t do the Alouettes any favours. Three of their opening four games are on the road. It plays two home games within five days next month and, after playing at home in early September, goes more than five weeks without another Molson date. Remember, this is a league driven by gate revenue, along with its Bell Media contract.
However, Weightman remains undaunted and realizes he must strike while the iron’s hot and capitalize on the team’s popularity following its championship run.
“Obviously, winning helps that tremendously,” Weightman said. “People attract people. When you have full stadiums, ambience and see that Als games are a cool place to be again, it speaks to the strength of your brand. That draws people in. The key is showing that we care and appreciate the support.”
And so it was Thursday night, when both Weightman and Péladeau welcomed fans coming into the stadium.
“If you come once, I’ve got to get you to come two or three times a year,” Weightman said. “Walk people up that escalator. That’s how you rejuvenate your fan base. It’s a process.”