Can Toronto really support a 30k stadium?

[Pookie]

So, we are going into our 3rd season and looks as though expansion in Toronto has been a success. Talk around the town and even amongst MLSEL staff at the pub crawls is that expanding the stadium would be a good thing.

Common thinking is that we could "easily" fill a 30,000-35,000 seat stadium given the passion in the city. Given the size of the waiting list, you can't challenge that view at present.

However, are we that sure of our guaranteed success?

While folks are clamouring for season seats now, it wasn't that long ago that TFC was selling season seats in packages of 10. In fact, they were giving away seats for multiple purchases. That was 2 years ago.

Then along came Beckham and in the span of 1 day, TFC sold over 1,000 season tickets and has never looked back.

Of course you can argue that the excitement of the Beckham signing got the people in the door and the environment at BMO is what hooked them. Even amongst the most casual of the parents of the U8 team I coach and brought to the qualifiers remarked that it was the most exciting live event they've ever been to. Requests for access to tickets is constant.

But is this passion in the numbers that you see it now sustainable? Or is it just a fad?

Prior to Beckham coming to the league, it didn't look as though we would support a 20,000 seat stadium. As prices rise, and (God forbid) the Argos move in and the stands get pushed further away, is Toronto really capable of supporting a 30,000-35,000 seat stadium?

There is a terrific thing going on down at BMO. Hopefully, it can last long enough to hold off the greed.

[Ossington Mental Youth]

Not right now it cant, people would fall off and we'd prob get 25k or slightly under.
Way too soon.
Easy for me to say too cuz im a season ticket holder

[GeorgeB]

10000 additional seats would only be absorbed if 75% of them were at light grey or med grey prices

[Toronto_Bhoy]

^^Agreed.

If the seats were priced at the supporter rate maybe…but I think we're about right for now. Lots of empty seats in the West Stand towards the end of the season…at least a couple of thousand.

[Ossington Mental Youth]

Would people resign after a 3rd desolate year tho? (not saying that itll defo happen)

[king dave]

Fill in the corners and put a few thousand seats where the fucking Carlseberg pirate patio is which would bring the total seating to around 24-27,000. That would be fine.
KD.

[CretanBull]

Fill in the corners and put a few thousand seats where the fucking Carlseberg pirate patio is which would bring the total seating to around 24-27,000. That would be fine.
KD.

Long term, I think this is the way to go...25k-26k is sustainable long term. If attendence ever fell off, they could make it up by lowering ticket prices.

[Roogsy]

At the moment, expansion really isn't a huge priority for me unless it includes a dedicated supporters section which sorry but the south stands doesn't qualify. Otherwise, I think the size is right to continue ensuring there aren't any empty seats.

[Beach_Red]

This is a good question. It has more to do with the rest of the league than with Toronto. TFC will become a winning team soon enough (next year, probably) and that will help, but the quality of the league needs to improve, too.

Someone here uses as their sig a quote from Danny Dichio, something like, "No disrespect to those American grounds but for them it's a family day out, in Toronto it's a real football crowd."

So, the question is, can there be one stadium so different from all the others for much longer?

Will those American grounds become more like Toronto or will Toronto become more like them? Because BMO has a lot of soccer Moms and family day out fans, too.

[TorCanSoc]

One more crap season, and we won't fill 20,000. Of course us die-hards will go but I see games of 15,000 in attendance at the tail end of another losing season.

Seattle 18,000 season tix, haven't kicked a ball. American MNT is miles past us. 30,000 for the Houston-CLB conference final. I think teh Americans love the game as well.

[Chevy]

Long term, I think this is the way to go...25k-26k is sustainable long term. If attendence ever fell off, they could make it up by lowering ticket prices.

Exactly. Patience is a virtue.

[SoccMan]

From the hate that most people on here have for the MLS, I'm starting to think that in a few seasons TFC win or not, will have a hard time selling out BMO's present 20,000 seats. It looks like we have alot of fans going to TFC games that expected the calibre to be of premier league level, but now that they have discovered it is not are complaining about the calibre of play in the MLS. How much longer will these fans come out to watch a team play in a league that is below there standard. Most people out here have let it be known that if TFC is not involved they would not watch an MLS game because they think the standard of play sucks, therefore, how much longer will fans watch even MLS games that TFC are involved in. Maybe another two to three years tops, before BMO field looks emptier than Crew Stadium.

[mighty_torontofc_2008]

Long term, I think this is the way to go...25k-26k is sustainable long term. If attendence ever fell off, they could make it up by lowering ticket prices.

25.000 would be a great fit, tha would be a top east side stand. But i would rather see grass first at BMO.

[dag]

25.000 would be a great fit, tha would be a top east side stand. But i would rather see grass first at BMO.

What he said.

[JDG]

25.000 would be a great fit, tha would be a top east side stand. But i would rather see grass first at BMO.

What he said.

They will be accomplished together. It wouldn't be cost effective to do one, and then do the other.

[greatwhitenorf]

Grass is the key. We'll get a better brand of soccer coz better players, domestic or imports, will have no reason to say no to Toronto.

We'll also get more international games, whether they're club friendlies or national team games, tho not sure we want to see too much Canada at present. Unless it's our wonderful women's teams.

Stick an upper deck over the east side - 5,000 new seats - and leave it at that for now. The beer garden is just a little reward, a cruise and schmooze destination, for those smart enough to own season tickets. It has to remain untouched.

[J .]

Would love if they were able to give the supporters a section like they have in DC. I am not sure if we could support 30,000 people.

Some of the seats are overpriced and the market for TFC while there, is not that strong where they can continue to raise ticket prices.

[kodiakTFC]

It would be stupid to add 10k seats off the bat. The best idea is to add 5k and price them cheaply, go from there.

[Cashcleaner]

Again, people have to understand that while we may not fill a 35,000-seat stadium for every regular season game, we will fill it for playoff matches and special events.

You gotta look at the potential high-attendance events as well as the average-attendance events.

[Pookie]

Again, people have to understand that while we may not fill a 35,000-seat stadium for every regular season game, we will fill it for playoff matches and special events.

You gotta look at the potential high-attendance events as well as the average-attendance events.

... and then you have to balance that with the environment that is created if the stadium looks half full.

While no one can question the die hard supporters, Toronto is a bit of a finicky town. You can't sell out an Argos game but bring the Bills in and the place is packed. Has nothing really to do with football. It's more of an event and a place to be seen.

Even a hockey mad market like Toronto can't sell out their minor league team (Marlies). There are plenty of hockey fans. Tickets are much more affordable. Yet folks don't go because it isn't perceived as the "big league."


Right now it's a hot ticket for a number of reasons.

• You have grass roots support that is organized and the team makes efforts to encourage that (pub crawls, supporters sections, posting team chants on the web site, etc).
• It's an exciting environment and very reasonably priced. TFC can lose and you can still walk away singing and having a good time.
• It's a popular sport. More people play soccer than hockey
• It's new. New stadium, new team, new players. It's like the Skydome selling out every night. Novelty is great for ticket sales.
• There is a chance to see a superstar in David Beckham. I go back to my original point in the 1,000 seats sold on the day he signed not counting the ones sold after. Those people didn't give the MLS a second thought until that moment.
• Getting a ticket is a big deal. Hard to get tickets means people want to see what they are missing

I think if you screw with any of the above you risk losing fans.

Note that some of those factors, like Beckham, are beyond the team's control. Good players will go to the good leagues (Edu as an example this year). That's the fact that fans have to accept. Whether they accept it or start to view the MLS like the AHL remains to be seen.

I think when you look at pre-Beckham sales vs post-Beckham sales you have a clue as to what could happen.

The rest of that are things that the organization can control. Keep the enivornment fun. Adding additional supporters sections is great step. Prices are reasonable. Grass roots marketing continues with events like the pub crawls in the offseason.

Adding grass and keeping the Argos out would definitely keep it a hot ticket. Nothing against the Argos but if they come, the grass dream dies. With them comes a bigger stadium that loses its intimate feel. Though that might not be something the team fully controls given city ownership.

They would have to build a dome practice field off site in order to allow the city to maintain it's revenue stream and tell the Argos to piss off. That could be done but obviously requires some political maneuvering.

My message to ownership would be keep the intimacy and don't get greedy. While your support is solid it isn't rock solid. It's built upon a number of factors, each of which could unravel and ruin what we have.

[Fort York Redcoat]

From day one I thought this expansion, while guaranteeing available tix was not going to be MLSE/city/whoever elses priority year 2 or 3. It's safer to assume at least a 5 year plan is in action to test the enduring demand of the present amount of tix.

As has been mentioned elsewhere the average price per game is relatively low even with the increases per year. It's unlikely they will sacrifice the value of a ticket at this crucial point in builing a long term fan base.

[Steve]

At the moment, expansion really isn't a huge priority for me unless it includes a dedicated supporters section which sorry but the south stands doesn't qualify. Otherwise, I think the size is right to continue ensuring there aren't any empty seats.

Umm, you have season's, so of course it isn't a priority for you? Unemployment isn't really a huge issue for me because, you know, I have a job.

I think they should start looking at plans for expansion for the 2010 season. I mean, see how 2009 goes, but at least look at possible plans. My personal choice of expansion would be the corners, the north end, and the south end. As a final, maximum deal, I would like 2 levels on the north, 2 levels on the south, and the corners filled in. This would preserve the skyline, make the stadium more symetric, and add in seats in the cheapest sections. I know, I know, that isn't as good for MLSEs money making, but I seriously don't think Toronto could really support another section of high priced seats (like another level on the east). The cheap seats keep the expensive seats coming back, so by investing in the cheap seats, not only will they look like they're supporting the grass roots feel of the club (and selling a lot of beer), but they're ensuring their expensive seats stay filled.

[Mikey]

I think MLSE would sell the extra 10,000 tickets very easily, extras for their managers to scalp, extras for the connected scalpers and a few for the waiting list.

However, 2009 is probably going to be a negative growth year in Canada, with Ontario and the GTA being hit more than most. IF TFC continue to suck big time and MLSE push up the Season tickets another 25-30% for 09, then the scalpers could find themselves with even more unsold tickets after kickoff than they did in the second half of this season.

MLSE selling the extra 10,000 tickets as seasons - yes
10,000 extra bums on seats - no.

[olegunnar]

Fill in the corners and put a few thousand seats where the fucking Carlseberg pirate patio is which would bring the total seating to around 24-27,000. That would be fine.
KD.

I agree that would be the best plan, but it would also close the door on the Argos so it probably won't happen.

Closing the corners seems to be a no brainer, but we have to keep the possibility of moveable stands.

[Hitcho]

it wasn't that long ago that TFC was selling season seats in packages of 10. In fact, they were giving away seats for multiple purchases

Oh man... I need to change my shorts.

[flatpicker]

I think the safest thing would be to fill the south corners and set up some removable bleachers in the beer garden.
Filling the two corners would add a decent number of cheap seats that would fill up no problem.
Then they could decide to put up the temporary bleachers in the north depending on demand, visiting support, playoff game... that sort of thing.
I'm not sure how big those temporary bleachers come in, but I would imagine they could accommodate a thousand or so?

[Parkdale]

While folks are clamouring for season seats now, it wasn't that long ago that TFC was selling season seats in packages of 10. In fact, they were giving away seats for multiple purchases. That was 2 years ago.

Then along came Beckham and in the span of 1 day, TFC sold over 1,000 season tickets and has never looked back.

your facts aren't correct.

the team never 'gave away' seats. If you bought in the top 3 price tiers, you were given the option of buying a seat in the south end for $100. I WISH I had done that.

Also, we had thousands of seats sold before Beckham announced he was coming to the league. The sales of seats hadn't plateaued and then resumed once he made the announcement. They were selling, then had a spike in sales. You make it sound like sales had stalled and Beckham made them resume. That wasn't the case.

[adamdz]

As much as I would like to see expansion, I do not like seeing empty seats. Its hard to say whether the seats will continue to sell as the novelty continues to wear off, prices rise or the team fails to improve in next several years. Granted there currently is a fairly substantial list of people who would like seasons, who knows what that could look like in a few years.

Having grass first would probably be more beneficial as others have said (and both happening together is a possibility).

[ilikemusic]

Toronto would sell out a 40K stadium if tickets were kept under $30.

[Parkdale]

Toronto would sell out a 40K stadium if tickets were kept under $30.

and if we had a winning record.

Toronto likes to back a winner. That's just how it's always been. (leafs being the one oddball exception)