#TBT: Looking back with Lonie

By: Santino Filoso

I recently had an opportunity to catch up with Lonie Glieberman, one of the most notorious sports figures in Ottawa’s history. In 1991 Bernie Glieberman (Lonie’s father), bought the Rough Riders for $1 (assuming their $1,000,000 debt) and quickly installed Lonie as team president. Two years and several questionable moves later, the Gliebermans left town to start a CFL franchise in Shreveport after selling the Rough Riders to Bruce Firestone. In 2005 with the Renegades facing financial difficulties, the Gliebermans re-entered the picture, once more buying Ottawa’s team when no one else would. Lonie’s second go at being team president was again mired in controversy and only one year after buying the team Bernie walked away from it, forcing the Renegades to be suspended by the league.

RR: It’s 1991, why did you and your father decide to get into the CFL? Was it purely a sports move or was there another motive? (For example, real estate?)

LG: We thought buying the Rough Riders was a great opportunity as we were under the impression the CFL would expand. The team was obviously undervalued due to it’s debt and the league was buzzing at the time; Gretzky was involved with the Argos, Rocket Ismail was the highest paid player in pro football and all signs seemed to be pointing up.

What experience did you have that made you feel confident that you’d succeed as the president of football operations? 

I didn’t have experience, but my Dad did. We looked at it as a global property, not just an Ottawa based one and I think that by treating it that way I did have some transferable skills from our other businesses. I was confident as the future looked bright, a big TV deal for the CFL seemed about to happen and that would’ve made all the difference. The reason the CFL is so strong and stable today is a direct result of the good TV deal they have.

Looking back, would you still have changed the R logo to the double flaming RRs knowing how much the single R meant to Ottawa’s football history? 

Well, I still do like the double Rs, but from a traditionalist standpoint the white R is better. I guess you can compare it to Alabama’s A, that encapsulates football there and won’t ever change. At the time we wanted to try and breath some life into the franchise but maybe changing the logo wasn’t the best idea.

Which logo was your favourite?

The double Rs with flames. To be honest I really love the Renegades logo too, granted when you look at it you don’t feel the tradition, but it’s a modern, cool logo. The plain white R carries emotion, but I still think the double flaming Rs looks better if you look at it unemotionally.

Why did you fire Dan Rambo on the eve of the 1993 season? 

The main thing to keep in mind here is that this was the early cell phone era. I was at a wedding and received information from an employee in the organization who went to my dad and our CEO John Ritchie, claiming that there was a rebellion happening; scouts were threatening to quit over dissension about the way Dan was running football operations. Our main scout, Mike Mcagnon, was out of cell reach so instead of waiting to talk to him I rushed and made a bad decision without verifying the facts. It was a rash decision based on not enough information. I thought it was a move I had to make but I’ll be the first to admit it was not the right call. I hold myself accountable and it’s my fault for not slowing down and getting all the information, including talking to Dan Rambo.

Glenn Kulka and Andrew Stewart infamously fought at practice and during the course of their brawl crashed into your office. How’d you react to/handle that situation?

Football is a very emotional game and you have to deal with the fact that tempers sometimes flare. Instead of happening outside as a kind of practice scuffle, this one happened inside and ended up crashing through a glass wall. That’s the only reason it ever got out and became a big news.

How many Rough Rider cheerleaders did you actually end up dating? 

I came to Ottawa as a single, 23 year old guy and I have no problem admitting that I did what I think any other guy in my shoes would’ve done. I did what normal guys who are around a lot of single girls do. Unfortunately the story caught fire and went on but so be it. I certainly don’t think I did anything wrong.

Was the introduction of an NHL franchise to the Ottawa market in ’92 at all part of the rationale for bailing on Ottawa, and going to Shreveport?   

No, that had nothing to do with it. There were two main reasons that we left. First, the stadium was a hinderance. I don’t blame the City of Ottawa as they were losing money running the facility, and it’s hard to maintain a stadium and make money, but they didn’t even have the funds to paint the seats in the stadium. The crew up-keeping the stadium was top notch, but there wasn’t enough dates or events to make it profitable or even break-even. The City did their best but ultimately it wasn’t enough. The second reason we left was because the CFL’s future at the time was in the US, expansion was the key to growing the league and keeping it afloat in a very difficult time.

The Rough Riders and Renegades have 124 years of history between them, do you still have any interesting mementos from either franchise?

I’ve got a couple of jerseys from the flaming R days and some old programs but that’s pretty much it. I’ve got more memories than mementos, to be honest. I have tons of old games on tape and like looking back at those, we played a number of really exciting games.

How were you treated by fellow owners in 1991-93 vs 2005? 

There wasn’t a real difference other than the fact that in the early years we came into a league that was in the middle of a crisis. The CFL faced tremendous challenges in the ’90s and I think there was a bit more solidarity as people weren’t sure if the league would survive. Every decision we made could’ve caused the league to fold. In 2005, things were firmer and the league was on stabler ground.

What did you learn from running the Rough Riders that made you feel like things would be different with the Renegades in 2005?

More years of experience naturally makes you better at something. Fan support in early ’90s was just under 24,000 a game, which is similar to today’s 24,500 mark. Attendance wasn’t a challenge, but getting TV revenue was, so for us coming back, the TV deal was key.

After all the flak you took the first time around, why did you decide to come back to Ottawa in 2005, only to leave a year later?

The Renegades were well run but they ultimately didn’t succeed. We went from 4,000 season ticket holders to 10,000 in less than 24 hours by making things more affordable. On the field it was a fun year but we were decimated by losing so many free agents in the winter, that killed us. I give Joe Paopao a ton of credit for even winning 7 games. Off the field we felt that attendance was strong and if anything we were controversially run, definitely not poorly run. The Renegades didn’t end up being profitable but I didn’t run the team incompetently, just a little differently, and that’s not always a bad thing. There was a buzz around us and what would you rather have, a team that nobody cares about and that no one mentions, or one that is in the news, making the rounds at the water cooler?

In 2006, why not stick with the team for at least another year and attempt to sell, instead of just returning the keys and walking away?

I resigned before the decision was made to leave. My father and his partners felt like it would take at least another 14 million before the team would financially turn around and start making money, meaning we were still around 3-5 years away from breaking even. Even after the team broke even it would’ve taken an incredibly long time to recoup that 14 million in profits. That reality combined with other factors was why the decision was made. We were losing too much money, there was still no good TV deal for the league, the stadium itself was a huge issue, so much so the City later declared the South Side stands unsafe for occupancy, and my Dad felt nothing was going to change, so that made leaving the only course of action. I was surprised to be honest, but it was Dad’s call, he didn’t want to keep throwing good money after bad.

To this day the Renegade’s Mardi Gras promotion continues to be criticized. Can you explain the thought process that went into it?

Sure, it’s incredibly simple. 16-28 year olds are the CFL’s lost generation and we felt we needed to get their attention. In 2005, how many high school kids do you think owned Renegade jerseys? Not too many right? A big part of that is because players change teams so much that it’s hard for fans to develop loyalty. In the NFL guys like Marino, Manning, Brady, etc. mainly played for a single team throughout their entire career, so it’s easy for generations of fans to identify with the team. In the CFL look at a guy like Burris, how many teams has he played on? Can you name a single QB in the CFL who played their entire career on one team? It doesn’t make sense why teams don’t do more to keep their franchise players. In the CFL a guy has a bad year and he gets turfed because it’s a small league and teams sacrifice player development to win now, which leads to a high rate of player turnover. That’s not how you build a young fan base.

Getting back to the promotion, the 16-28 age bracket was always more focused on the NFL and we felt we had to turn the them from the NFL to the CFL. Forget the hullabaloo about the girls for the moment, the Mardi Gras promotion created social interaction, and millennials like social gatherings. More than anything the promotion was an attempt to create a social scene that would get the “lost generation’s” attention. The hope was that young males would go to the game for the promotion but then think to themselves, “Wow the football is actually exciting” and then come back for the next game because of the on field product. If they aren’t coming to the stadium in the first place how can we make more CFL fans?

People criticized the hell out of it but you can’t argue with result, attendance in the South Side upper deck, which wasn’t a place families went anyways, was sold out. The league hated it and unfortunately it had to be cancelled due to complaints. Ottawa radio shows were full of complaints but you can’t use those as science. Our actual customers might be happy, but they weren’t the ones calling in to complain.

There’s a quote that I believe strongly in that states: “It is better to be hated by some then loved by no one”. What the quote means is it very difficult for a brand to be loved by its customers if it plays it safe and is bland. Sometimes by being different you are going to piss people off but others will become passionate customers who love the brand. For example, Mount Bohemia (ski resort I run) doesn’t have any beginners runs nor do we ever groom the terrain. That pisses off beginner skiers and also the skiers who prefer groomed runs. However we’ve managed to create a very loyal fan base for those who like this brand position. That’s why Bohemia beat Mont Tremblant, Jay Peak and Sugarbush, all much bigger resorts than Bohemia, in a Powder (ski magazine) contest.

To sum up, the CFL’s biggest problem is that teenagers and young adults are indifferent to it. The Mardi Gras promotion at least got people talking about the team and into the stadium. It’s when people don’t care about your product that you’re in deep shit. Apathy is worse than hatred, no doubt. If a girl hates you it means she likes you but is pissed off. Mardi Gras was one of the ways we tried to fight that apathy.

Have you been back to Ottawa since the Renegades folded?

Yeah I came back briefly twice, on my way over to ski in Vermont. Whenever I’m in Ottawa I always go to Mamma Teresa’s Ristorante for the best Italian food in town and afterwards I hit up Stacy Kramer’s cookie shop for dessert.

What do you feel were your biggest accomplishments as a CFL owner?

Helping the CFL expand into the USA. People remember it darkly now, but at the time the league needed hope and US expansion represented that chance. People don’t mind losing money if there’s hope things will get better, but when there isn’t any hope people cut and run. The CFL creating teams in the US was a bold move and ensured the league survived and I’m proud to have been a part of it.

Which team did you enjoy owning the most? The Rough Riders, Shreveport Pirates, or Renegades? Why?

Every franchise had their positives and I really enjoyed living in Ottawa. It’s a super healthy city with tons of bike trails and I loved going around on my bike. Also, it was an honour to be a part of the Rough Rider’s rich history but as an American, I was proud to actually be writing history from scratch with the Pirates. As someone who grew up watching the CFL, it was fun to go into schools and communities in Shreveport and talk with people to build a fan base from the ground up, creating 11,000 season ticket holders. That first game in the stadium is a night I’ll never forget.

During your time in the CFL the league went through three commissioners, Donald Crump, Larry Smith and Tom Wright. Was there any one of them that you particularly liked or disliked? 

Crump was a super nice guy as was Tom Wright, though we often saw things differently. Larry Smith was great, he took charge in a very tough time and without him and John Tory, the league would’ve folded. Smith saved BC with new owners, kept teams together and helped get the ball rolling with US expansion. Those two guys don’t get a lot of credit but without their behind the scenes commitment, the CFL wouldn’t have made it. Smith takes a lot of flak for US expansion but it only failed because we didn’t have enough patience. US expansion produced a ton of really good players and some great games. It also showed that Canadian players were a lot better than people gave them credit for. Smith was a good leader and did a good job during his time as commissioner.

Do you think US expansion possible in the future?

Who was your favourite Rough Rider or Renegade?

There was lots of great players and people who came through both organizations but I always really liked Stephen Jones, because we had the Michigan connection. He was a great guy and a hell of a receiver. Another guy who was a great story is Johnny Scott. He showed up at a walk on try out in Shreveport for the Pirates, despite never having played college ball. He was raw but impressed the coaches enough to make the team as a back up and was starting by his 2nd year. He went on to have a great career and played for the Renegades in 2005. He’s a perfect example of a guy that without US expansion, never would’ve gotten a shot, and to me that kind of underdog story encompasses what the CFL is all about.

You were someone who always thought outside the box when running a franchise, especially in the Renegade era. What would you say was your least and most successful promotions?

The most successful would have to be the $99 season ticket promotion, where we gained over 6000 season ticket holders in a single day. It was a huge accomplishment for us as it raised out season ticket holder base to over 10,000 and more importantly, 30% of those who took advantage of the promotion had never been to a Renegades game. It was very successful at attracting new fans. As I mentioned before, Mardi Gras was controversial but not unsuccessful so I’m not sure what I’d say my least successful promotion was.

Do you understand why you are despised by some of Ottawa’s CFL fan base?

If we’re talking about us leaving in 2006, then that’s a fair criticism, but not so much for ’94, I mean, we’d turned things over to Bruce Firestone and been out of there for three years, so in my mind it isn’t fair to put that on us. But look, at the end of the day we didn’t succeed and whenever you fail people will be frustrated and disappointed. I’d rather have people dislike me and hate my guts, wrongly or rightly, because at least it shows they care about their team and are passionate. I always respect passion.

Would you ever feel comfortable attending a Redblacks game at TD Place?

Yeah, I really want to catch a game and nearly came up this year but was just too busy. The stadium looks beautiful and I think it’ll be even better in person. Probably best if I keep a low profile though, I wouldn’t want to cause a scene or upset anyone.

Do you still watch any CFL and if so who do you support? 

I definitely still follow and watch the games that air on ESPN and ESPN 3. If I had to pick a team I’d say Ottawa for sentimental reasons, but otherwise I really like Saskatchewan. I love the green Rider Pride thing they got going on, and the story of a successful small market team with a passionate fan base is a narrative I like. But more than anything I’m happy to look at the big picture and see the league doing well.

What has Jeff Hunt done to make the Ottawa Redblacks so successful and stable compared to previous Ottawa franchises?

They’ve got a lot going for them. First off it’s a great group of local owners with a great new stadium and they’re building slow and steady, which is the right way to do it. Also seems like they’ve found the right balance between attracting families and young people. Hunt’s got a ton of experience running sports teams so that helps as well. Ownership’s got the right stadium deal and doesn’t have to rely only on ticket sales revenue, instead they’ve got money coming in from the condos, stores, restaurants, cinema and other things around the stadium. With so many revenue streams they’re built for long term success. Lansdowne was a challenge when I owned the team but now it’s re-done and incredible. The brilliant development of the site makes all the difference in creating a positive attitude in the community.

If you could say one thing to Ottawa’s football fans, what would your message be?

I’m really proud to be part of the CFL and to have owned the two Ottawa franchises. It was a great experience and I’m glad we helped the league thrive during it’s most difficult time. For better or worse I’m proud of my actions and had fun at the games. People need to remember that it’s okay to be different once in awhile.

Thank you for your time.

– Santino (@RedBlackGade)

*All images via Google