The recession just might be the best thing that could have happened to sports fans.
These difficult economic times have, as billionaire Dallas Mavericks owner Mark Cuban pointed out, forced owners, administrators and even coaches to make a priority of ensuring that customers get their money’s worth.
At long last.
What if, after the final buzzer blares, the customer isn’t satisfied? Imagine submitting a refund request.
Now imagine getting it.
This is the tale of Tony Seminary, an ardent supporter of the University of Oregon football team. This 1996 graduate is passionate about his Ducks, who opened the season ranked 16th in national polls. Seminary has season tickets. And he sometimes travels to road games, too.
Such was the case in Oregon’s Sept. 3 season-opening game at Boise State, in Idaho, where the attraction included a blue field as well as an entertaining and nationally ranked team.
When it was over, Boise State had outgained Oregon 361 yards to 152. Boise State amassed 22 first downs to Oregon’s six, the first of which came about midway through the third quarter.
Final score: Boise State 19, Oregon 8.
That wasn’t the worst of it for the Ducks, who wound up answering more questions about fisticuffs than first downs.
Fists over football
Ducks running back LeGarrette Blount lost his temper and sucker-punched an opposing player. The ugliness, both football and fight, left Seminary disgusted. Like most of us, he left the stadium feeling as if he’d just wasted his time and money. Most get over it. Seminary stewed.
So he fired off an e-mail to Ducks coach Chip Kelly, asking for his money back. Seminary attached an invoice of expenses, including plane and game tickets, meals and cab fare. The total was $439.
Here’s part of the e-mail, which was first reported by the everydayshouldbesaturday website: “The product on the field Thursday night is not something I was at all proud of, and I feel as though I’m entitled to my money back for the trip,” wrote Seminary, who was kind enough to offer to provide receipts.
It was about catharsis, not cash.
Only the coach replied, asking for Seminary’s address. A check for $439 arrived a few days later.
“I got no comment on that,” Kelly said when asked about the refund during the Pac-10 conference call this week. “We’re getting ready to play California.” No words needed. His action speaks volumes.
Seminary, in case you’re wondering, didn’t cash the check. It was returned to the coach, along with a thank-you note and business card.
Predictably, there’s been a rash of refund requests landing at the Oregon athletic department. Seminary asks that they stop, saying the coach’s action shows that he and the university care about customer satisfaction.
Stanford University’s football team last season offered what it called a Gridiron Guarantee, a money-back offer for season- ticket holders. Anyone who wasn’t satisfied, for any reason, could get a refund. No questions asked.
No refund requests were received.
Fans want to be appreciated. They want a positive game-day atmosphere. Fans recognize that winning isn’t guaranteed. You can have a good experience even if the final score isn’t to your liking.
Washington Redskins owner Dan Snyder should offer a refund after rookie linebacker Robert Henson used Twitter to label fans who booed the home team “dimwits.”
Snyder won’t.
Dallas Cowboys owner Jerry Jones should issue refunds to anyone who bought a so-called Party Pass to the team’s stadium- opening game against the New York Giants. Tens of thousands paid $29 and never got in. That didn’t stop the Cowboys from promoting their record crowd of 105,121.
Jones won’t.
The Chicago Cubs should offer a refund to any fan disgusted that portly pitcher Carlos Zambrano, who is being paid $18.7 million this season, only now recognizes that he needs to take conditioning seriously.
“My problem is I’ve been lazy,” the 6-foot-5, 255-pound Zambrano said after a trip to the disabled list earlier this season.
Those who inhabit Wrigley Field need to be less friendly. And less forgiving.
Refund, please.
Testing limits of fans’ loyalty
Sports teams used to think of themselves as recession-proof entertainment. Now they know better. Even dominant brands like the Yankees have been forced to recognize their limitations.
The smartest clubs will take notice of what Kelly did and, more important, Seminary’s reaction to the gesture.
“I now know why his kids would run through a wall for that guy,” Seminary said. “Who does what he did, right? That is simply amazing.”
The Ducks face sixth-ranked California at home this afternoon, where some 54,000 fans are sure to pack Autzen Stadium. Win or lose, they’ve already gotten their money’s worth from this team.
They have a coach who gets it.
Scott Soshnick is a Bloomberg News columnist.
Tina Griego’s column will return Tuesday.
