[Elvis]

https://theathletic.com/1488012/2019/12 ... of-it-all/

Trask: How can the Rams and Chargers fill their new stadium? Try ‘embracing the “Los Angeles-ness” of it all’

By Amy Trask

Set aside whether one believes the league did the smart thing by approving the move of both the Rams and the Chargers to Los Angeles and set aside whether one believes that Los Angeles is better served as a one (NFL) team market. The reality is that the league did approve relocation of both teams. Whether one thinks that was the right decision or not, the focus now must be shifted to trying to solve the attendance issues as both the Rams and the Chargers (albeit the Chargers to a far greater extent) are having trouble filling their respective temporary stadiums with fans.

Two facts before I share some ideas:

The population in the greater Los Angeles area is approximately 20 million. The capacity of the new stadium in Inglewood for the Rams and Chargers will be approximately 70,000, which is .0035% of 20 million.

It has been almost a hundred years since a new football (as opposed to soccer) stadium opened in Los Angeles (the Rose Bowl opened in 1922 and the Los Angeles Memorial Coliseum opened in 1923).

We often hear team ownership and management articulate that the best way to fill a stadium is to win. While I agree in principle with the adage that “winning sells,” it not a wise business strategy to simply count on winning every year in order to sell seating product (seats, club seats, suites, etc.). I discussed this with Al [Davis] each time he stated “we just have to win” when rejecting a marketing or sales idea.

I grew up and have spent the majority of my life in Los Angeles and it has long been my observation that many people in this area want to be in what is perceived to be the cool or hip or hot location where they can “see and be seen.” (Two notes: the fact that I used the words “cool” and “hip” is evidence that I am neither of those things; and the reason “see and be seen” is in quotes is because that is an expression often used in this area.)

During my years with the Raiders when we were in Los Angeles, I noticed that once we announced a sellout, demand for tickets increased dramatically. I often remarked (rather wryly) that instead of spending money on advertising we should simply announce that a game was sold out as that would generate far greater sales than would any advertising.

It is believed that the new stadium will be magnificent and will provide fans with a luxurious game day experience, but new and luxurious is not enough. The teams must find ways to create the perception that the stadium is this kind of “cool and hip and hot” location and that you must be there to “see and be seen.” Whether this mentality is perceived as a good thing or a bad thing (and of course, people have different views on this), there is a segment of the population in this area that harbors a strong fear of being left out. In working to attract to the games those who others in the area want to see (and be seen by), the teams should contact talent and management and entertainment PR agencies and do all they can to entice the clients of those agencies to attend the games. Shallow? Perhaps. Effective? It can help.

The teams should also make the day “more than football” by creating a festival atmosphere in the parking lots, in the stadium, all over the venue (e.g. live musical events pre and postgame, interactive experiences for fans of all ages, etc.) and since this is Los Angeles, embrace the “Los Angeles-ness” and include some in-stadium experiences that can be described (either lovingly or pejoratively, depending on one’s viewpoint) as “that’s so LA”. Some examples: pop up massage facilities (as are seen in airports), salon facilities (a quick manicure or hair styling pregame or at halftime – Blushington and Drybar are good possible sponsors), a wine tasting bar, concession options for special dietary desires, etc. Of course, the teams should not place these amenities in prime seating locations, they should be in areas in stadium from which there is no view of the field, an obstructed view, or in locations which are not selling.

In addition to that “see and be seen” angle, there should be tremendous focus on attracting a new generation of fans in a region that was without a team for roughly two decades. Both the Rams and the Chargers appear to be working to do this in varying ways and to varying degrees. A bold way to do so is to grant access at no cost to boys and girls groups and other community groups throughout the region. In addition to helping to grow a new generation of fans, it would be a magnificent thing for so many who might otherwise never have the opportunity to attend a game. But an important caution: don’t distribute tickets — tickets can, and evidence suggests would, be resold to fans of the visiting team and that is the converse of what this program would be designed to do. Instead, distribute wristbands. When those holding the wristbands show up on game day and are able to demonstrate that they’re part of one of these groups, give them a ticket (and a hat!) and let them in — grow new fans.

There is a cost to distributing tickets even if those seats would otherwise go unsold, as the home team is required to share a percentage of its home game ticket revenue with the other 31 teams. That said, money is fungible and if the teams have a not to exceed budget limit or a budgetary goal for marketing, promotions, advertising, etc. they can simply allocate a portion of that budget to a program of this nature. After all, one can make a very strong case that developing a new generation of fans is the best kind of marketing and promotion a team can do as it can yield results for decades. And the other 31 teams can agree to waive for a period of time the home team obligation to share a portion of its ticket revenue and a strong argument can be made that doing so will benefit the league and all clubs for decades to come.

Are some of the ideas I have posited quirky? Absolutely. Will I be teased for suggesting some of these? Of course. But Los Angeles is quirky — and as someone who loves Los Angeles, I use quirky in a positive sense. Will these ideas drive masses of home team fans to the stadium? No, but they will both help on the margins and help over time. My overarching points are be bold, be different and rethink what a stadium can offer and what the game day experience can be. Think long-term and work to attract and maintain new fans who as of yet have no team allegiance. And yes, always remember the overarching importance of these wise words: “just win, baby.”

[St. Loser Fan]

She should be asking the same question about her Las Vegas Raiders. Just look at how over the top Golden Knights games are production wise. Giant castle. LED light marching band. Go go dancing cheerleaders. On ice laser display and projections.

[BobCarl]

We all know that Al Gore invented the internet, Dom Perignon invented Champagne, and Amy Trask invented the Black Hole. All of them should proclaim their self-congratulations.

Amy is basically saying that someone should stand up and claim they invented horns. If it is the catalyst that gets the Rams back to the Super Bowl, then I'm all for it.

[snackdaddy]

Its gonna be hard to fill the stadium during Charger week. Unless its full of opposing fans. The league screwed up trying to appease Dean Spanos. They never really liked the Raiders because of Al Davis. They shoulda put that aside and give the Raiders first shot at LA. There are still plenty of Raider fans in the area. Dean is riding the coattails of Stan Kroenke. Doesn't have to risk any of his money for this stadium.

[Hacksaw]

Its gonna be hard to fill the stadium during Charger week. Unless its full of opposing fans. The league screwed up trying to appease Dean Spanos. They never really liked the Raiders because of Al Davis. They shoulda put that aside and give the Raiders first shot at LA. There are still plenty of Raider fans in the area. Dean is riding the coattails of Stan Kroenke. Doesn't have to risk any of his money for this stadium.

I'm certain the Raiders would have challenged the Rams market share far more than the Chargers in LA.
I'll admit I'm a lot greedy when it comes to LA being a Rams town.
(Heck after 30+ years I still feel that way towards the SD Clippers. Xmas day game outcome really pissed me off.)

TV is where the money is at so it probably doest matter to the league if the stadiums are filled with home team fans or visitors fans.
The optics will be horrible though.

I dont know if ESK is happy about Spanos' contributions or the local market dilution. My intuition says no, but there are far more revenue streams coming from this entertainment district than just football.

Spanos took his risk by alienating his 50 yr fanbase, , that's it. But as you point out, his financial contribution is nil by comparison. Who's idea was that? And their deal appeared to be made on the fly that fateful day at owners meeting.

Perhaps a season or 2 of bad optics will compel a change...

[Mr. Sparkle]

What the hell is he talking about? Pretty good for a nearly 100 year old stadium, blah blah blah....

[St. Loser Fan]

What the hell is he talking about? Pretty good for a nearly 100 year old stadium, blah blah blah....

We all know the Chargers issue, but the Rams issue is they didn’t sell out season tickets. I got another email today from the Rams today for season tickets at SoFi.

I still can’t figure out why I get the emails. All they need to do is cross reference my zip code from previous season tickets.

[Hacksaw]

We all know the Chargers issue, but the Rams issue is they didn’t sell out season tickets. I got another email today from the Rams today for season tickets at SoFi.

I still can’t figure out why I get the emails. All they need to do is cross reference my zip code from previous season tickets.

They're going after everyone who ever had an interest.....

I can't imagine the SD team in town with their cheaper prices helped promote the Rams pricing or sales.

[St. Loser Fan]

They're going after everyone who ever had an interest.....

Then the Rams really are clueless about what they did on the way out of here. The Rams have 13.5 million customers in their metro area. Work on them.

[Hacksaw]

Then the Rams really are clueless about what they did on the way out of here. The Rams have 13.5 million customers in their metro area. Work on them.

In LA, you can bet the farm that they are.

Sluggish sales might be causing a greater outreach. The former season ticket folks are already on a list of interested supporters. I'm sure there still are some out there.

I wouldn't be surprised if Spanos is reaching out in SD or Davis from Vegas to Oakland. And yes I know their proximities are more favorable for travel to games.

Fans forgive. I watched every game played as the StL Rams and I despised GF as much as StL allegedly despises ESK.

As much as moving a team away is bad enough, LA didnt pull as much crap to trap the team here when they left LA. That crap may have been causation for some of his unflattering statements.