The Jacksonville Sharks’ 2011 Arena Football League’s Arena Bowl XXIV Championship will be a tough act to follow, but the team and its ownership are up to the challenge, said Sharks partner Larry Smith.
Smith spoke Friday to the Downtown Council of JAX Chamber.
Jacksonville Sharks partner Larry Payne, a former Air Force fighter pilot, went into business after his military service by importing Swedish-built jets and using them to train American pilots in the art of air combat.
He said even though it was three years before the business made a profit, he and his partner had a philosophy that also applies to the professional football business.
“We never said we couldn’t (be successful). We kept on moving forward and never gave up,” Payne said.
That business brought him to Jacksonville via Naval Air Station Cecil Field.
When the opportunity to become involved with Jacksonville’s new AFL team came along, Payne said even though he didn’t have a background in sports or sports marketing, one thought recurred.
“I thought about what if the team does succeed? What if they win the ArenaBowl? I had a fear of not getting involved,” he said.
He decided to not take a chance on making the wrong decision.
The team debuted in 2010 at Veterans Memorial Arena’s Sea Best Field and secured the league’s championship last year in its second season, defeating the Arizona Rattlers 73-70.
The Sharks brought back the championship trophy to Jacksonville, where they were greeted at City Hall by Mayor Alvin Brown, then led a parade along Hogan Street to the Landing.
The team also was recognized at EverBank Field during halftime at a Jacksonville Jaguars home game.
So far this season, the Sharks are 6-7, in second place in the American Conference South Division behind the Georgia Force.
Payne said there’s more to the Sharks than the team’s record as far as the marketing effort is concerned.
“We can’t control the wins and losses, but we can control the fan experience,” he said.
The product is a success and demand is growing, said Payne.
The first season, there were 3,500 season ticket holders, followed by 4,800 subscribers last season.
Payne said the Sharks’ third season has attracted almost 7,000 season ticket holders and the team is expected to play before 100,000 football fans Downtown.
The team’s next home game is 7 p.m. Saturday versus the Cleveland Gladiators. For ticket information, visit jaxsharks.com.
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