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Bills’ poor record may leave many stadium seats empty
Updated: August 21, 2010, 3:15 AM
The Buffalo Bills have sold out Sunday’s home game against the Miami Dolphins, but tickets still are available for the team’s last three “home” games, and two of them could be played before a bunch of empty seats.
That includes next Thursday’s game against the New York Jets in Toronto’s Rogers Centre.
An aggressive marketing campaign helped the Bills, coming off a nine-year playoff drought, sell 55,194 season tickets this year, the third highest in the team’s 50-year history.
But a 3-7 record so far has kept fans from gobbling up tickets to the two winter games here, Dec. 20 against the New England Patriots and Jan. 3 against the Indianapolis Colts.
About 2,000 tickets remain for the Patriots game, and about 7,500 for the Colts game, Bills officials said Tuesday.
The Dec. 3 game against the Jets in Toronto is another story.
The Toronto media have reported that plenty of seats are available in all price ranges for the Bills-Jets clash.
“Ticket sales are going very well, but I’m not going to get into specifics,” Adrian Montgomery, Rogers Communications’ general manager of the Bills in Toronto series, said Tuesday, calling the ticket figure a moving target.
“We are pacing well for this game, and we expect an incredible atmosphere,” he added.
While the number of seats available for the last three “home” games suggests concerns about the games being blacked out in Buffalo, Montgomery insisted that won’t happen with the game being played in Toronto.
“There won’t be a blackout,” he said.
How could he be sure?
“I’m just telling you that there won’t be a blackout,” he added.
Montgomery wouldn’t comment on whether the Bills in Toronto officials had some way to ensure a sellout. If not sold out 72 hours before kickoff, the game would be blacked out here, because the National Football League considers Toronto close enough to count as a home game.
How about the two final two home games in Ralph Wilson Stadium?
“Any time we have tickets remaining, we are conscious of the blackout rule,” said Scott Berchtold, the Bills’ vice president for communications. “We’re still optimistic about it. The staff is working hard to sell the remaining tickets.”
The Colts game, on Jan. 3, nine days after Christmas, obviously represents a bigger challenge, with so many unsold tickets. But the Bills could get a huge break if Indianapolis wins its next five games; the Colts then could be looking at the Jan. 3 game as a chance to go undefeated at 16-0, and that might attract a large number of Colts fans from Indianapolis.
So the Bills have a chance to sell out their season, amid an apparent 10th straight nonplayoff campaign.
“Our fans are incredibly passionate and loyal, and it’s reflective of what we have been able to accomplish over the past decade in ticket sales,” Bills Chief Operating Officer Russ Brandon said Tuesday.
Up in Toronto, the Bills-Jets game has proven to be a tougher sell than anticipated. Organizers were hoping that the Bills were on the upswing this year, and the Jets had been an early-season hot team, before dropping six of their last seven games.
The two teams have a combined record of 7-13.
While Montgomery conceded that winning records are better marketing tools than losing records, he said the annual regular- season game in Toronto is bigger than either team’s fortunes.
“This is an NFL game, and we’re lucky to have one regular-season game in Toronto each year,” he said. “The most powerful marketing message is the NFL.”
He pointed out, though, that organizers also are heavily marketing wide receivers Terrell Owens and Lee Evans, along with the whole Bills team.
“They’re our home team for one day [each season],” he added.
Montgomery, who obviously knows how to sell a product, pointed out that this is the second year of the Bills in Toronto foray, and that the team is better known in Toronto this season. Also, he cited the division rivalry between the Bills and Jets and the prime-time kickoff that will be televised across North America.
Montgomery also put one other issue to rest. The Rogers Centre roof will be closed for the Dec. 3 game.
“At this time of the year, we just don’t open the roof,” he said.
In April, Rogers Communications officials confirmed that they want more Buffalo Bills games in Toronto the next few years. The team has committed to playing five regular-season and three preseason games in Toronto over a five-year period that extends through 2012.
Have the challenges in selling tickets so far moved Rogers away from wanting more games?
“Our plate is full, with eight games over five years,” Montgomery replied. “That is the sole focus of our commitment right now.”
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