A Week Late To The Toronto FC Party

This Saturday I will be making my season debut at Toronto FC's BMO Field. For all of those who remember my playing days at the Peninsula Fields, Varsity Stadium, Thunderbird Backfield and Scottsdale Sporting Complex I will not be replacing Stefan Frei in net. Unfortunately, or fortunately, depending on who you talk to, I have retired.

Regardless, I am excited for my first Toronto FC home match in Season V. The TFC jerseys have been dusted clean, the scarfs are ready to fly and the voice is ready to go to battle with the 20,000 strong at BMO Field. The sporting event in Toronto is back in full force and I am looking forward to being a part of it once again. However, why do I feel like the enthusiasm for the club and MLS have dwindled in the past year?

Take a look at the picture above. This was taken before the first Toronto FC home match against the Portland Timbers. Approximately five minutes before kick-off, you can see that the stands are significantly empty. This is nothing new . . . . the Toronto FC fan is fashionably late, usually spending his time grabbing another beer before heading for his seat. However, for the first time in its short history Toronto FC the stands were empty during and throughout the home opener. Even though all the tickets may have been sold for the match, there were significant sections of the stadium that were empty, specifically the east and north stands. So how did this happen?

Performance

Winning is the ultimate elixir towards solving attendance issues. However, this is not always true in the MLS. The Colorado Rapids and FC Dallas, the two recent MLS Cup finalists, have historically struggled at the gate. Both clubs though are faced with stadiums that are outside the downtown core making it less convenient for supporters to attend matches. Regardless, this is not a problem that Toronto FC faces as BMO Field is accessible via public transport, even if that form of public transport is shaky at best. So, it comes down to performance on the pitch for Toronto FC. After the Mo Johnston era, many Toronto FC fans were turned off by another rebuilding situation. The key to regaining those fans is to ensure that the new head coach, Aron Winter, is given the proper time and resources in order to implement his Ajax themed total football.

The Toronto Sports Fan

Let's be honest with each other here, the Toronto Sports Fan is fickle. While he may be extremely loyal, case in point the support for the Toronto Maple Leafs, he still craves a winner. Furthermore, as ticket prices continue to rise in the downtown core for sporting entertainment, the Toronto Sports Fan attends matches more to be seen and recognized than rather enjoy the event. Designer jeans and sunglasses have become just as significant a part of fan apparel as the team jersey nowadays. Also, the Toronto Sports Fan is a trend follower, rather than a trend setter. Therefore, while Toronto FC tickets were the craze four years ago they have lost their luster and aren't as hot as they were in the past. This doesn't excite the Toronto Sports Fan. So how do we get back to the boisterous and raucous crowds from three years ago?

The Happy Hour Solution

BMO Field, at the time of kick-off, is usually 60% filled to capacity. The remaining fans make their way to their seats during the course of the first half. As a season ticket holder with seats on the front row of a section, the constant stream of people filing to their seats slightly diminishes the viewing experience. Many times myself and my other ticket holder, head down to the railing to watch the first 15-20 minutes of the match to solve this problem. So, the issue is how do we get more people in their seats before kick-off?

Posts By Panos is pleased to present The Happy Hour Solution. During the hour before kick-off, BMO Field should offer all beverages at a 50% discount. This amounts to a buy one get one free at regular prices. This will encourage more fans to arrive at the game earlier in order to enjoy a special discount for a special beverage. And for the football fans who do not enjoy a beverage or two, well those don't exist, but all soft drinks can also be discounted at the same rate. BMO Field will now be able extract revenue from a larger client base due to the earlier arrivals. A simple solution, yes, but in one author's humble opinion, a fairly effective one.

With more fans in the stands, the Toronto FC ticket will again be the sporting event in Toronto and the 'it' event for The Toronto Sports Fan. Just take a look at the picture below at what it can be. Let's make it happen.