Managing Editor
Competing with the comfort of home
It’s not the Florida Gators or the Florida State Seminoles. It’s not the St. Johns Town Center.
The biggest competitor for game-day fans of the Jacksonville Jaguars is high-definition television, which allows football followers to watch in the comfort of their homes, at least when games aren’t blacked out.
“The beer is cheaper and colder and the bathrooms are more convenient and probably cleaner at home,” Prescott told the Treasury Management Association of Northeast Florida last week.
“The fan is going to make that choice — $2,000 for season tickets or buying HDTV?”
Jaguars season tickets range from $300 to $3,750, according to the team’s website.
Prescott talked about the need to field a competitive team, provide affordable tickets and improve the game-day experience.
“When you come to the game, you want to have a good time,” he said.
That experience is a big focus these days because the Jaguars are trying to sell enough tickets to avoid blackouts. More fans in the stadium seats also mean more fans can watch from the comfortable couch.
“If we’re not on television, we lose the casual fan,” said Prescott.
Prescott said the team is focusing on improving the game-day experience and expects to announce “a very popular item” within a month. He wouldn’t give details, but said “technology is changing things dramatically” and that the National Football League is recognizing that.
“You’ll see the League loosen up some of the rules,” he said, allowing teams “to deliver more of what the fan wants.”
He showed his mobile phone. “Within two years, this device will be more” in use. “We might introduce new things on the phone.”
He said the stadium operators also are adjusting. Food vendors are offering healthier and more popular choices, and value items like refillable soda containers.
Another issue is the response to fan complaints.
Prescott said rowdy fan football conduct is no longer tolerated by some in the stands. Two years ago, the NFL instituted a Fan Code of Conduct.
Some fans lost their seats because of conduct.
”We’ve revoked season tickets for the way they were acting,”
he said. “Nine times out of 10, they say they gave the tickets to someone, but they were aware of it.”
Prescott said fans can text stadium staff when someone is drunk, abusive or otherwise disruptive, “which is a nice anonymous way for us to find out.” That allows staff to investigate, without involving the complainants. Staff can then take action, which might mean removing the rowdy fan or perhaps moving the complaining fan to a family friendly zone where alcohol and certain language is not allowed.
“Fan expectations are getting greater,” he said.
356-2466