Eskimos Targeting Young Fans While Trying to Avoid Alienating its Base

[jerrym]

As the CFL core fans ages, its teams, including the Argos, face the challenge of attracting young fans. Here is what Edmonton is doing to attract them.

The reality is Commonwealth Stadium isn’t getting any younger. And with a brand-spanking new, state-of-the-art sports megaplex nearing the final stages of construction in downtown’s Rogers Place, the Edmonton Eskimos are shifting their focus to the realm of virtual reality to appeal to the next generation of sports fan.
“Just by default when there’s a new arena coming, we’re going to get a little older just automatically,” said Eskimos president and CEO Len Rhodes. “So it’s up to us to keep up and keep investing. We have a beautiful stadium, Commonwealth (opened in) 1978 and is built so well, but we’ve got to make sure that we have the appeal on the cosmetic side and bringing new features. “Especially marrying digital and technology with the stadium.” To that end, the upper bowl where the Wall of Honour names appear now is being fitted with an LED screen, while the names of all the greats in Eskimos history is being brought closer to field level. But that’s just the beginning of the club’s plan to keep the fanbase plugged in – something that started with last year’s $2.1 million upgrade to Telus’s Wi-Fi network in the facility. ...
Just off of Gate 9 in the northeast corner, the Eskimos have renovated what has become the Quarterbacks Club, which features a 12-television flat screen alongside a virtual reality display that puts a fan right on field level next to Eskimos quarterback Mike Reilly in full 360-degree action. Fans can also find themselves physically in the stands where the two Knothole Gang sections in the north end are evolving into standing areas geared toward social engagement, while elsewhere, beer gardens will offer $5 beverages for the two hours prior to opening kickoff. Toss in an authentic Eskimos sports bar opening soon at Edmonton International Airports, and the sky’s the limit.
“We’ve probably never had a year where we’re introducing so much in one single season,” Rhodes said. Regardless of Rogers Place opening in the fall, the Eskimos had always planned to target the younger audience, as the 20- to 30-year-old crowd is something that seems to be eluding the entire CFL more and more over the past decade. “I commonly get asked, ‘What do you guys do in the off-season?’,” Rhodes said. “This year, we’ve been spending a lot of time in research focus groups, quantitative research looking at sports trends across North America, and a lot of the programs we’re introducing today reflect that, but with special emphasis on getting the young adult into this stadium – without alienating our traditional fan base.
Two guesses which of those groups will be more interested in hearing the Eskimos have announced Flo Rida as the special halftime show of the game against the Hamilton Tiger-Cats on Saturday, July 23?
“It’s what our fans want and our fans, especially the younger ones, will certainly like Flo Rida, because we tested that in focus groups and the response was fabulous,” Rhodes said. “The young fans want to come and watch a game, but watching the game is not enough. It’s the largest social occasion in Edmonton, when you get together with 40,000 people. You’re watching the game but you’re doing a lot more than that.” ...

I think when you launch new jerseys, people expect something totally different,” he said. “We’re the Edmonton Eskimos, we’ve been around since 1949, the pride and tradition.
“One area where we don’t want to fool around is the uniform. That is sacred to us and our fans wouldn’t give us the liberty or the licence to go too far.” Which explains why the biggest difference between the 2016 shirts and last year’s championship garb is changing the sleeves to be numberless, with two bold green and gold stripes that have been moved up high on the shoulder. ... “So we stayed true,” Rhodes said of the choice to focus on the atmosphere at Commonwealth Stadium as opposed to wardrobe. “It’s an evolution, but a lot of the new revolutionary ideas are in areas outside of the actual uniform.”

http://www.edmontonsun.com/2016/05/1...aditional-base

[R.J]

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