Could Canadianizing the CFL bring fans through the gates?
By Graham Kelly - INSIDE THE CFL on September 29, 2022.
Yogi Berra once said, “If people don’t want to come out to the ball park, nothing can stop them”.
I never thought I would see the day I’d be writing about tanking attendance in Edmonton. Traditionally, they have led the league in that vital category. With three home games left, the Elks officially have been averaging 23, 490 fans per game but individuals close to the scene tell me actual attendance is much less.
The CFL reached its attendance apex between 1977-79 averaging 31,412. That dropped to 27,453 in the 1980’s and about 25,000 this century. (The ’90’s were skewed by U.S. expansion). The high numbers in the late seventies are a result of the opening of the Olympic Stadium with the Alouettes averaging over 50,000 a game. After B.C. Place opened in 1983, the Lions drew the most fans for five straight years. The last time Toronto had the biggest gate was 1989 when SkyDome opened but in the decade before they routinely drew huge crowds to rickety, CNE Stadium. Since Mosaic Stadium opened, the Riders have topped the CFL in attendance, although it has slipped this year from the 32,000 range to 28,226. Winnipeg is leading this year, putting over 30,000 patrons a game in the seats.
Attendance always goes up when a new stadium opens but the novelty wears off in a few years and more mundane factors like the on-field product and the price of beer affect the attendance equation. Saskatchewan has had only one sellout this season.
Over the last 25 years, Edmonton has been the attendance leader 19 times. During that period they’ve only failed to crack the 30,000 mark three times, including last year’s shortened season. Even the years they missed the play-offs with the exception of 2013, they led the league at the gate.
Edmontonians have always supported their teams through thick and thin. Having failed to win a home game since the 2019 campaign is really thin but drawing Argo-like numbers this season is a sign of a deeper malaise. Loyal fans will endure the hard times if they believe their team is heading in the right direction. Elk fans have withdrawn their support because they have no faith in the people running the organization. Rather than being indifferent to a loser, they are boycotting the team.
A major concern is Ottawa, who have yet to win at home in 2022. The team folded twice before due to stupendously bad management. So far the good citizens of our capital city have remained supportive of the present bunch but for how long?
Average attendance across the league this year through last week-end is 21,810.
Low numbers are understandable in Edmonton and Ottawa, both winless at home. But Sept. 17, a gorgeous day in Calgary, only 22,219 showed up to watch the Stamps and Lions battle for second place. The return match in B.C. drew 19,323. During the summer when Lion homebrew quarterback Nathan Rourke was on his sensational run, after the first home game which featured a rock concert and drew 34,082, the club averaged only 16,026.
Saskatchewan draws the most fans on the road. Rivalries have accounted for the biggest crowds, i.e., Riders/Bombers and Edmonton/Calgary. Throughout the league, attendance peaks Labour day week and then declines.
With the salary cap and a decent television contract the CFL can survive with the current numbers. TV ratings have been and remain strong. That covers the basic operating costs but gate and concession receipts provide profits and stability. So what’s the problem?
Ticket prices? Saskatchewan and Winnipeg have the highest prices and the best turnout. Edmonton and B.C. the lowest prices and poor attendance. Season ticket prices across the league range from a low of $200 to over $1000. All teams are trying to improve their pre-game and in-stadium experiences.
The long-term answer?
The CFL brand is entertaining because of the rules, bigger field and three downs, not because Americans play it. Put Canadians back in Canadian football. Of the 24 starting positions, only seven must be Canadians. The quality of Americans in the CFL isn’t what it used to be whereas the Canadians are so much better than they were. Let’s reduce the number of Americans significantly and implement a national marketing crusade to sell Canadianizing the CFL. We can play this game.
15-14
Bad idea. This is not the time to water down the product. 99% of the fans don’t care if a player is Canadian or not. They just want the best product available.