
Earlier in the week, Mike Lewis and Phuong Cat Le of the
Seattle Post-Intelligencer wrote an excellent article detailing the Sonics woes with Key Arena. In short summary, the Sonics have a bad lease, the arena is poorly configured for profit making even if the lease were beneficial and the Sonics poor play makes attendance sparse in any event. In combination, a recipe for disaster. The Sonics have been demanding a new arena and have received support from the Governor and the state legislature but little support from the city. They are now talking about moving to suburban Bellevue or Renton or perhaps leaving the area entirely.
Down the road in Portland, the Blazers, who were once the NBA's model small market franchise have imploded. The team is the NBA's worst. The arena went through bankruptcy and is now owned by its creditors. The Blazers owner, Paul Allen is claiming enormous losses that are causing him to put the team up for sale. It's tenure in Portland is in doubt.
So, why the sudden demise of what were once two of the NBA's best franchises and what does this tell us of the state of the league today? I think there are several lessons here. The first and foremost is ownership and management does matter. Both of these clubs made numerous bad personnel decisions both on and off the court that alienated fans and harmed the on court product. The blowback was swift. Fans quit coming to games; luxury boxes didn't get renewed and club seats didn't get sold.
Since both arenas were financed based on the the revenue streams from luxury boxes and club seats as the principal sources of repayment, the effect was immediate. Red ink began to flow and flow quickly. In Seattle's case, it was aggravated by a very bad lease that gave the team a small percentage of the suite revenue as well as a small percentage of the revenue from other events at Key Arena. That is money that other teams count on to offset basketball expenses. In Seattle's case, not only was the team not receiving it, but the arena was losing money.
The other lesson here is to control your own destiny. Build your own arena and gain complete control over all revenue streams. Exhibit A and A-1 are the
Detroit Pistons and the
Utah Jazz; two teams that have learned to maximize their income flow from franchise owned arenas and use good years to bridge bad years. The Pistons have become particularly innovative at getting well-heeled corporate fans to pay ever increasing amounts for new corporate suites. It is control over the arena that allows them to do that.
Nevertheless, there is still a problem. The NBA does not command the television revenue that the NFL does. While it has decent television contracts, it needs to put fans in the seats to make money. When franchises that were once as popular as Seattle and Portland are no longer capable of doing that, it is time for David Stern to stop running around the country threatening to move teams here and there. The answer may not lie around the corner. The league needs to take a good, hard look at the product it is putting on the floor. The Blazers and Sonics were not very good this year and that certainly didn't help, but in the past, that wouldn't have mattered nearly as much. Something has gone out of the league that I'm not sure the playoffs, as exciting as they have been, will restore. I hope that Stern will sit down with the basketball folks this offseason and figure it out. It's not just marketing this time.
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