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An unexpected Grey Cup championship combined with ownership stability mean the time is ripe for the Alouettes to build on their popularity.

But can the team carve a bigger slice of the Montreal’s sports landscape pie when so much of the attention is directed toward the Canadiens? That’s the mission of Als president Mark Weightman, who must build the organization’s brand while enticing fans to purchase more tickets to games at Molson Stadium, an antiquated facility that seems about due for another fresh coat of paint.

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It’s a tall task for Weightman, who knew precisely what he was undertaking when he returned to the franchise last April.

“It’s a five-year plan to get back to where we think this organization needs to be,” Weightman told the Montreal Gazette on Wednesday, after he along with general manager Danny Maciocia and head coach Jason Maas met the media at Olympic Stadium.

“There’s no silver bullet,” Weightman added. “There’s a lot of things we need to do better and do more of. Winning a championship (serves) as an accelerator. It’s going to make things happen — I don’t want to say easier — but it’ll be less difficult. It will accelerate our ability to get the interest of new fans; fans paying attention to the Alouettes that might not have in the past.

“We clearly have to seize this opportunity.”

There was a 24 per cent increase this season in single-game tickets, Weightman says, while group sales were up 53 per cent. There was a 28 per cent increase in luxury suite sales, while overall ticket revenue increased by 16 per cent. He also said the team’s online store has received more than 2,000 orders since the Als defeated Winnipeg in the championship game, while 700 season-ticket memberships have also been sold in less than two weeks.

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In addition, 21 new corporate partners were signed after Montreal businessman Pierre Karl Péladeau purchased the team from the CFL in March, increasing the total to 47.

On the other hand, the Als averaged a modest 17,670 spectators this season — a year during which the weather wasn’t always co-operative on game nights. And season-ticket sales, while never publicly disclosed, probably hovered between 5,000-6,000 at most.

The slope this organization must scale, in other words, remains steep. And, while Weightman and his staff are working hard to improve the fan experience at the stadium, the venue is not easy to reach given Montreal’s endless construction woes. And, other than a view of the city’s skyline from the north stands, there’s little enticing about the facility; the majority of spectators forced to sit on benches. Weightman admitted improvements are required.

“It’s pretty darned good, but not good enough,” Weightman said of the attendance. “All sports, coming out of the pandemic … people’s habits have changed. Bringing people back to live sports events has been a challenge. Looking at that number, compared to where they’ve been in recent years, we should be quite proud of the support fans have given us, while knowing that’s not where we want to be or where we’re going to be. This is going to get better.

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“Nobody was renewing (season tickets) because they didn’t know whether there was going to be a team. This is a five-year plan because there’s a lot to do and we’re starting from far. Building up a fan base isn’t something that happens overnight — for any sports franchise. Winning will accelerate that. How much? We’ll see.”

Péladeau has been a model owner according to everyone in the organization. He pays the bills and doesn’t meddle or interfere with his football operations staff. And he has deliberately not made this about himself, largely avoiding all media requests — including numerous inquiries made by The Gazette — other than a select few following the team’s Grey Cup parade.

And Weightman remains convinced Péladeau will still be the Als’ owner when this five-year plan comes to fruition.

“He has said it publicly,” Weightman said. “I don’t want to speak for him, but this is something he wants to do for the community. He has said his commitment is to the team and city; that the city deserves a football team that’s healthy and has the assurance of longevity.

“Let’s be clear: we need to work very hard to make this team and this business work. The support he’s giving us, whether it be guidance, opening (business) doors or his own expertise has been fantastic. And I know it’ll be ongoing.”

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