Two days later and it's no less frustrating. By the time Toronto FC returns to BMO Field the club could be staring history down. And not the good kind. No MLS team has started a season 0-8. Toronto is 0-6 with a road game against a MLS Cup contender next up.
No one thought it would be this bad. If you argue that you did, you're lying. Most thought the way Toronto ended the year last year was an indicator of a move towards the mediocre (which is exactly what a CSN prediction of 11th – or 9th worse – was).
But, here we are. As I wrote yesterday the impulse to rage at the club and scream for everyone’s head is understandable. It's also shortsighted.
Now is a time when the club will be open to constructive direction. It's up to the supporters to use their unique position (and it is unique within Toronto sports) to create positive change – to help make TFC more of a club, with a symbiotic relationship with its fans, and less like a corporate franchise.
Three teams have started MLS seasons as poorly as TFC has. Two – Kansas City and DC United – won the MLS Cup the following season. A TFC championship in 2013 may seem absurd right now. Chances are it seemed pretty farfetched in KC and DC in week seven too.
Below the jump I explore four areas whee the supporter's voice should be heard – Pricing, Priorities, Planning and Partnerships – the four Ps of potential positive progression for TFC
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Pricing
The one area where TFC lost the plot and the area where they deserve the most criticism is on pricing. Blinded by the unexpected success of the Reds in 2007, MLSE over reached. The cheapest season tickets doubled in cost in four years. Those seats are still affordable for most – although they are getting close to a breaking point for the youthful demographic MLSE targets for those seats.
There is no need to rehash the disaster that was the end of the 2010 season when Reds fans revolted against a ticket price increase that was announced days after DeRo signed a fake cheque and TFC bombed out of the playoff race yet again. The result of that revolt was a ticket price freeze for one year.
That year is up. Unless there is a significant change in fortune, the supporters would be perfectly reasonable to ask for that freeze to be extended another year. Truthfully, it would be reasonable to ask for prices to be clawed back, but another freeze would at least be a gesture from management that would suggest that they are taking some responsibility for failing to be competitive.
Ideally, MLSE would get ahead of this story and announce the freeze before the supporters call for it. That doesn't seem likely though. So, the fans need to speak up now.
To summarize, supporter's demand No 1 is:
The fans ask MLSE to promise a additional price freeze on season tickets for 2013 if TFC fails to make the MLS playoffs in 2012.
Priorities
MLSE promotes TFC's long-term vision – that things might be bad now, but their commitment to development through the TFC academy will create a brighter future.
And there is some truth to that. The club does deserve credit for the investment it has made up to now, but it also needs to be monitored to ensure that they stay on track.
If, in fact, the academy is the focus, fans should see more evidence of that. Although a $20 million investment is nothing to dismiss, fans have every right to want more. The academy players should be exposed to as much quality competition as possible – if there is a major U18 tournament, they damn well should be in it.
Additionally, the best coaching money can buy is needed and state of the art training equipment. Ideally, I'd like to see season ticket holders also get access to academy games as part of their purchase.
Then there is the priorities of the senior team. There isn't much to think about here – the senior team needs to be provided with every possible asset to succeed in MLS play. With the 0-6 start a reality, a strong Voyageurs Cup performance is needed as well. Qualifying for the CCL won't hide the failures on the MLS side, but they will at least give the fans something to look forward to.
The last thing that needs to be addressed from a priorities perspective is the Liverpool friendly.
They need to cancel it. Period. Pay a fine to do so if that's what it takes.
The players don't want to play it and this is no time to be putting a further burden on the senior team's limited resources. Also a 5-1 type loss to a big European side won't be viewed quite the same way as it was against Real Madrid in 2009. Other than appeasing the local Liverpool supporter's clubs, there is nothing to gain from playing Liverpool. Canceling the game would go a long way to show that management is actually listening to the fan's concerns.
Demand No 2:
MLSE agrees to cancel the Liverpool friendly and to continue to put maximum resources into its academy set-up.
Planning
This area is the one where fans should have the least voice – planning for the future on field product. However, MLSE should try and articulate a bit better what the plan is. Fans have lost confidence in Aron Winter and, especially, upper management. Although it will be seen as pandering by some, the club should re-articulate its vision to fans in some way.
Mid-season town halls would be the ideal way. Interviews with independent media would also work. However, if that's too much of an ask, then at least they should communicate through Gol TV, TFCtv, torontofc.ca or e-mail what the hell they are doing.
And not cliched nothingness. Tell us why the senior team needs to play 3-4-3/4-3-3. Explain what the plan is for improving the club. Don't tell us to trust them because, frankly, they haven't earned it.
Demand No 3 – Talk to us and answer hard questions honestly
Partnerships
Up until now the dynamic between supporters and club has been one of a paternal club throwing a bone to their supporters from time to time. Sure, leaders of the big supporter's clubs get an audience with the club to talk about very specific issues that are relevant to a small minority of fans (that make up a significant portion of CSN's readership, it must be said), but that doesn't make the majority of fans feel heard.
The disconnect that is currently happening can be seen as an opportunity to change the relationship between fan and club. No one wants the fans making player decisions – God knows this club has been guilty of being overly influenced by discussion board chatter in the past – but there are lots of ways that the club can include the fans.
It all speaks to making TFC a true club that is an extension of the soccer community in Toronto. When fans feel involved and invested they are more tolerant of bumps along the way on the scoreboard side of the equation.
The fan alliance model used in Seattle might be a good place for MLSE to start looking.
Changing that relationship will be difficult for MLSE upper management to wrap their head around, but it would benefit them greatly if they were to do so.
Demand No 4: Work with us to make this club better.
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MLSE isn't going anywhere. Fans can lament that fact, or they can try and put thoughtful pressure on management to make changes for everyone's benefit.
What's it going to be?