Alouettes president Cecchini has a lot of work to do to convince fans to venture to Molson Stadium

Article content

Although the Alouettes are headed toward their worst attendance figure in a decade, President Mario Cecchini said he’s not worried.

Article content

That doesn’t mean Cecchini is satisfied, although he admits that one of his main mandates this winter will revolve around improved marketing strategies and improving the organization’s community presence, aspects that were virtually non-existent last winter due to COVID-19. and the uncertainty of whether the CFL would be allowed to play after canceling its 2020 season.

“I think it has a lot to do with changing consumer behavior and we still don’t fully understand it,” Cecchini told the Montreal Gazette on Monday, casually after attending a meeting during which the team’s attendance issues were discussed.

With a regular-season home game remaining on Friday night against Ottawa, and while he has clinched a playoff spot for the second season in a row, the Als’ average attendance at Molson Stadium is 13,357.

Article content

In 2019, when the Als were 10-8 and made the playoffs for the first time since 2014, the average attendance was 17,574. A decade ago in 2011, when the Als were coming off back-to-back Gray Cup victories, they were averaging just over 24,000 at the McGill University facility. Montreal has not returned to the championship game since.

Robert Wetenhall, the late owner of the Als, lost millions on the team over two decades, largely due to operating costs that weren’t closely monitored, combined with too many clerical employees in the business office. It is also believed that far fewer complimentary tickets are distributed with Cecchini, perhaps as much as 90 percent less.

Cecchini, who was hired in January 2020, cut staff while keeping expenses in check. Nonetheless, new owner Gary Stern’s deficit will be prohibitive this season although, on average, less than the roughly $ 9 million that Wetenhall loses annually.

Article content

Stern could not be reached for comment Monday. But, in a series of recent text messages with the Montreal Gazette, his disappointment with the attendance figures was obvious.

“I was expecting more,” said Stern, whose ownership was announced a week before Cecchini and CEO Danny Maciocia were hired. “For a market as big as Montreal, it shouldn’t be that difficult to fill the stadium. It is up to us to get them out. I have confidence in Mario that he will build the fan base. “

Attendance throughout much of the CFL this season has declined as fans, no doubt weary of the pandemic, have become accustomed to watching sporting events from the comfort of their home. Many families simply don’t have as much disposable income to spend on entertainment. Also, it has become apparent that more people are working from home and not venturing to downtown Montreal offices.

Article content

The league averages 19,583 viewers. Not only did CFL Commissioner Randy Ambrosie largely ignore the issue publicly, it has generally gone unnoticed this season and didn’t arrive in Montreal until last Saturday’s game against Winnipeg, when rain limited attendance to 12,605. .

The Als purposely decided to schedule four of their last five regular-season games at home in the belief that when the schedule was set, the provincial government’s attendance restrictions would gradually be lifted. But those limitations were removed sooner than expected, and the organization has now been hampered by the weather.

The team averaged 14,526 in its first three home games, played between late August and late September. The average for the next three home games has dropped to 12,188.

Article content

As long as the league returns to an 18-game regular-season schedule next season, and one that begins in June, more home games will be played in the summer months, when there will be no conflict with the NHL or NFL.

“Volume is definitely something I want to improve,” Cecchini said. “Getting people to get up and go to the stadium, and I say that with respect. No one is really complaining about the stadium, which people refer to as romantic (due to the backdrop of the city from the north stands). “

The community presence of the team, non-existent a year ago, will increase to begin with. Cecchini, with a background in broadcasting, should know the avenues that can be used to increase visibility and marketing. He also realizes that he starts with the product in the field and believes that the (7-6) AIs have delivered.

“We put a decent product on the field,” he said. “I think we put on a good show. We are better than our record. “

[email protected]

twitter.com/HerbZurkowsky1