Post by TheShadow on Aug 12, 2005 19:08:16 GMT -5
www.contracostatimes.com
ERIC GILMORE: TIMES COLUMNIST
It's all so clear now, some 10 years to the day since the Raiders officially returned to Oakland from Los Angeles after a 13-year absence and played their 1995 exhibition home opener against the St. Louis Rams.
In reality, it was clear shortly after the deal was struck that August with Raiders boss Al Davis.
There was a fatal flaw in the plan officials from Oakland, Alameda County and the defunct Coliseum board devised to pay off the $200 million it took to swing the deal.
Officials saw those fanatic, passionate, Raiders fans and thought they would pay almost any price for tickets to watch their beloved silver and black.
They thought they could gouge Raiders fans once, with an initial personal seat license fee, then gouge them again after the 2005 season when those PSLs expire. They thought they'd have no trouble selling PSLs -- priced between $250 and $4,000 -- and charging some of the NFL's highest ticket prices.
Some 54 local television blackouts of Raiders games later, we all know better.
Everyone involved in the deal seemed to forget these aren't the Beverly Hills Raiders. They're the Oakland Raiders. These aren't fine-wine-and-brie fans. They're primarily beer-and-barbecue fans.
Yes, Raiders fans love their team. But they also have mortgages, rent, bills to pay and live in one of the most expensive areas in the nation.
Even if you bleed silver and black, there's only so much money you can spend on football entertainment.
We know that now, some $152 million later, taxpayer money spent so far to pay for this debacle.
So now the clock is ticking on the initial PSLs, and there's no word yet on what price fans will be asked to pay after this season to renew them through 2010, which happens to be when the Raiders' stadium lease expires.
Here's some unsolicited advice: Don't make the same mistake twice.
Raiders fans who purchased PSLs have been burned once. Do you think they're going to line up, bend over and say, "Thank you sir, may I have another?"
Granted, city and county officials were well-intentioned when they devised their plan in 1995. They wanted to bring the Raiders back while not spending a single dime of taxpayers' money. PSL money goes to the city and county to pay off that stadium debt.
It was an admirable idea, but a bad plan doomed to fail.
In retrospect, those initial PSLs should have been permanent, making them more enticing to fans. They should have been priced to sell based on realistic demand, not on images of costume-wearing Raiders fans mugging for television cameras.
No other NFL team has ever sold a PSL for such a short duration. Most teams' PSLs are permanent.
Is it any wonder Raiders PSL sales never reached much more than half of the available 54,000?
If they had made the PSLs permanent and less expensive, they would have had a consistently sold-out stadium instead of endless blackouts.
So what happens now? First, they should take a ton of dynamite and blow up the initial PSL and ticket blueprint.
Taxpayers in Oakland and Alameda are never going to break even on this deal. Let's face it, they got hosed.
But there has to be a way to ease taxpayers' pain a little and pack the Coliseum, which would put more money in Davis' pocket -- money to build a stronger team -- and end the blackouts.
We're not talking about finding a solution to global warming or curing cancer. Fill a room with sports marketing experts, lock the door and keep them there until they come up with a plan that makes sense for everyone.
Instead of fixing this mess, city and county officials and Davis have spent a decade hurling lawsuits at each other, sending more money down a variety of rat holes. It's time for them to come together for the common good.
Someone had better solve this problem soon, because there's another clock ticking. It's six seasons and counting until the Raiders' lease ends. By then, there had better be consistent sellouts or Oakland could lose the Raiders again.
Fans who purchased PSLs, then watched as others bought single-game tickets without the huge up-front fee, really shouldn't have to pay again.
But if they are asked to write another big check, they should be rewarded. One idea being kicked around is to reward PSL owners with perks such as access to events featuring players and coaches.
Those perks had better be sweet if officials expect many PSL owners to renew.
Maybe they should get to dine with Davis and hear him talk about the greatness of the Raiders.
Maybe they should get to ride to home games in a limousine with wide receiver Randy Moss, complete with police escort.
Hey, whatever works. Just don't think you can gouge Raiders fans again when gas costs around $3 a gallon and the median price of a Bay Area home is over half a million dollars.