Because sales of PSLs for the Raiders dropped below
expectations, Raiders fans will likely get a chance to buy single
game tickets without owning a PSL. However, the team expects to
sell out the remaining PSLs within the first few weeks of the
season, and is pinning hopes on "an all-out advertising blitz"
that begins today. Renee Koury and Barry Witt report that the
campaign will be aimed at "luring upscale new customers" with
emphasis on "luxurious new accommodations" -- not the emotional
ties to the team. Max Muhleman, a consultant working with ticket
sales, said they are targeting a fan base of 6-7 million in the
area. Muhleman: "The message we've felt responsible for getting
out that hasn't gotten out is that the best football stadium in
the Bay Area, the best west of St. Louis, is going up in the East
Bay" (SAN JOSE MERCURY NEWS, 8/24). Glenn Dickey notes that the
Raiders may be targeting the wrong audience. Dickey writes that
there are "three distinct groups of Raiders fans": "The yahoos at
sports bars," who can't afford tickets, let alone PSLs; The
"middle class, blue-collar segment" of previous Raider the
crowds; and "upscale" professionals and execs. Dickey: "Not
enough weight was given to the fact that those who care the most
about the team can't afford the tickets" (S.F. CHRONICLE, 8/24).
