Meet the new guy: New Esks’ president plans to connect with fans like never before

December 19, 2011

Rose Mary Phillip
ESKS.com

Having the largest stadium and 13 Grey Cup wins doesn’t mean you’re the flagship franchise of the CFL. It means you have the largest stadium and 13 Grey Cups.

President and CEO Len Rhodes knows the Edmonton Eskimos have what it takes to be the best team in the league and will connect with fans to do it.

To sum him up, Rhodes is the guy who, in his words, “turned around the CCM brand, turned around the Molson Export brand, which is strong in Eastern Canada, and [launched] Rebook Hockey throughout the world in 2005.

“Those three milestones don’t mean anything now. I am going to draw upon that experience, but I recognize that I am in a different business here.”

Not much has changed in the month since Rick LeLacheur handed Rhodes the reins. Except, of course, the Ricky Ray/Steven Jyles trade which he wholeheartedly supports.

Besides changes on the field, Ray Day requires changes in how the team is sold to fans. As the face of the Edmonton Eskimos, the QB was plastered on billboards, buses, the app and pretty much anything you can put an EE logo on.

What now?

By the end of February, Rhodes will present a formal strategic plan to the Board of Directors that includes football operations, marketing, sponsorship, fan engagement, game day operations, franchise values and pretty well everything else involved with running the club. 

On October 5th, the Eskimos announced Len Rhodes would become the club’s new President & CEO on December 1st.

While the plan is still under construction, one thing is clear: “All decisions will be based on the fan,” says Rhodes.

Those fans look more like a Jonas brother than an Everly brother in his vision.

A younger target demographic and more youthful attitude will no doubt demand more technology infused into their fan experience. “I really believe in innovation and creativity,” says Rhodes. “By the 2013 season, we will have things that are significantly different for the fans as far what they can use as their tools to get more data, statistics and be integrated into the game plays.”

But he is not about to change anything for the sake of change. Rhodes has great respect for the history and tradition of the Eskimos. It traces back to his father Leon, who, despite being born in Winnipeg “Swaggerville” Manitoba, was a proud member of Eskimo Nation until he passed away in 2001.

“I still have goose bumps when I walk in here. I am married with a team that is so rich in history and has performed above the average for many years. It’s an honour to be affiliated with the Edmonton Eskimos,” says Rhodes.

The above-average performance extends beyond the field and into the stands.

Game day attendance averaged over 34-thousand in a league averaging just 27-thousand. But, with a capacity of over 60-thousand at Commonwealth, Rhodes will have to find a way to put more fans into the soon-to-be renovated seats.

 
“I would love to get together a steering committee of fans that may be selected to represent the demographics and psychographics of the population.”

It’s still too early to know how or if that will shape up. Either way, fans will have the opportunity to connect with Rhodes. On game day, look for him on the concourse. When you see him, share your thoughts about the team, advertising, concessions and even the paper towels in the restrooms if you feel the need. He wants to know it all.

He will also be eager to chat with fans about his new mission statement. It’s under development now and will be shared with Eskimo Nation once finished.

“It’s about how we can be the best. If our fans, our employees and our players all buy into the mission and understand where we are headed, then I think we will have a tighter group of people in the community,” says Rhodes.

Make no mistake, he knows even the strongest brand marketing cannot unite the community better than a winning team can.

“I want to get the sequence of priorities right. It’s about what we put on the field first,” says Rhodes. “Are we going to win every game? No. But, I want people to come out feeling like we have the potential to take us to the Grey Cup every single year.

“Every decision I make will be what I feel is right for the fans of this great team.”