Managing Editor
Macky Weaver, who joined the Jacksonville Jaguars in 1994 as an account executive, was promoted last week to senior vice president for sales and marketing. The position is a combination of the position he held, executive director of corporate sponsorship, and that of the departing Tim Connolly, who leaves this week as senior vice president for business development for a similar position with the Green Bay Packers.
One of Weaver’s goals is to sell enough tickets to avoid blackouts of the Jaguars games in the local TV market, with a focus on the 30-30 season ticket plan that allows fans to lock in tickets at 2010 prices for three years and spread payments for 30 games, interest-free and with no deposit, over 30 consecutive months.
The Jaguars also offer a Teal Deals gift certificate book to anyone who buys or renews a Jaguars season ticket. Weaver, who turns 45 in May, is the nephew of Jaguars owners Wayne and Delores Barr Weaver and has lived in Jacksonville since fifth grade. He is a graduate of the University of Georgia with an economics degree.
The Jaguars need to sell 50,957 tickets to avoid blackouts. As of Tuesday, there were 32,108 renewals and new sales, leaving 18,849 to be sold to lift blackouts.
Tuesday, he talked about his role and the Jaguars at his Municipal Stadium office as he was packing it to move down the hall.
You are one of just 14 Jaguars employees who have been with the team since 1994. What’s your key to longevity, other than your name?
People say the last name, not that it hurt, but there was more pressure on me to perform. I work hard. I do feel like I know a lot of people here.
You started as an account executive, then became director of corporate sponsorship and executive director of corporate sponsorship before your promotion. What are your plans to sell enough tickets to avoid television blackouts?
The key is to make people aware of the 30-30 plan and the Teal Deals. The 30-30 plan is unmatched anywhere in sports. It expires May 31. The Teal Deals ... is phenomenal. It’s over $2,500 in value (with buy one, get one free and other discounts). If people take the time to look at that and the cost of a ticket, you really can underwrite the cost of your ticket.
We have to continue to find ways to connect to the community so that people understand the contributions of the team. When Wayne hired me, he said, ‘I want people to appreciate having the Jaguars in Jacksonville.’ The value of this team goes well beyond what happens on the field on Sunday. It bothers me when you see the perception that (players are not involved in the community). We have to make sure people understand the significance of the team in the community. We have to find the answer. It’s not a matter of creating it. It’s there.
How are corporate sponsorships?
Good. They’re more multiyear than season tickets. We don’t have the peaks and valleys you have with season tickets. We’ve done very well on the sponsorship side and we don’t anticipate that changing.
How seriously should we take the possibility that Wayne Weaver would sell the team and a new owner would move it from Jacksonville?
I know how much he loves this community. I know this is not his plan, but he has 31 partners in the NFL and they all have an obligation to bring in revenues to the whole.
At some point, it’s not going to be his choice. (But) that’s the farthest from what he wants to do.
Why did ticket sales drop so precipitously, forcing so many games to be blacked out in Jacksonville?
The economy was the biggest underlying factor, coupled with a couple years of underpar performance. I understand some people can’t buy season tickets. We’re trying to put everything out there so people can participate in a very fair way.
Being on TV is important. It’s a three-hour infomercial every time we’re on TV.
What’s the status of selling naming rights to the stadium?
We’ve been working on that and we have several ongoing conversations. It has to be the right partner and it has to be the right deal. Our hope is we get one soon. It’s as important to the team as it is to the city.
The Jaguars didn’t draft Tim Tebow. Did you have any personal feelings about that?
Whether it’s Tim Tebow or someone else, it can’t be about one player. It’s about the Jaguars and not any one player. We have to rely on (general manager) Gene Smith to bring in the best players and get them to be the best team.
A lot of former players have returned to Jacksonville and some, like Tony Boselli, are very involved with the team. Your view?
There’s the (Jaguars Alumni Group) Ambassadors that former punter Bryan Barker heads. It’s a testament to the city that those players come back, that they chose Jacksonville as a place to live and offer their time to do things to showcase the team. At some point, (former quarterback) Mark (Brunell) is going to come back, too.
Tony Boselli has been talking to groups about the fans responsibility to support the Jaguars. What is your view?
What is important for people to understand is the Jaguars are an asset to this city. The perception of Jacksonville is different. We need to make sure that people look at the impact the team has had on the economy of Jacksonville and the nonprofits. Having them vs. not having them. It’s not an obligation, but people have to understand the team is making sure people have the opportunity to participate with the team.
Are you on the speaking circuit yet?
I’m starting. I’ll do as many as can. I have to do a good job of managing time and people.
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