Financial support for a new Vikings stadium has been approved by the Minnesota legislature and endorsement is expected today from the Minneapolis City Council. The new facility will generate significant additional revenues for the Vikings, state, city, and local businesses, while also creating jobs for Minnesotans.
There will be many who benefit — but don’t include the Gophers football program in the group of beneficiaries. Yes, the Gophers athletic department can rake in up to $300,000 per game when the Vikings use TCF Bank Stadium for home games during a portion of the construction period for their new facility.
But the Gophers would have been winners five times over if the Vikings didn’t earn approval for a new stadium and instead packed their bags for Los Angeles. If the Gophers had this football market to themselves they would have more fans, financial support and media scrutiny, creating much higher expectations and pressure to put a better team on the field year after year.
Until 1961 when the Vikings started play in the NFL, the Gophers were the only big time football attraction in the state. In the early years of the Vikings franchise the Gophers played in front of sellout crowds, drawing over 60,000 fans to Memorial Stadium. The new pro team in town struggled to attract 40,000 fans.
But by the mid-1960s the Gophers were losing fans and the Vikings were expanding their audience and revenues. With only one exception this has completely been a Vikings state ever since. Lou Holtz arrived as Gophers coach in 1984 and within two years his magic act had not only vastly improved the football product but season tickets were pushing toward 60,000.
The Vikings were losing football games and followers while the Gophers were soaring in popularity during the Holtz era. Vikings coach Les Steckel’s 3-13 season in 1984 prompted Bud Grant to come out of retirement to mastermind not only a better team, but jump-start interest in the franchise.
Holtz left Dinkytown after two years, whistling the Notre Dame fight song while making his way to South Bend where he would coach the Irish to renewed glory for 11 seasons including the 1988 national championship. The Gophers reverted to losing football games and customers—the profile the program has mostly kept in place for more than 40 years.
There are multiple reasons Gophers football has floundered for decades but the presence of the Vikings can be counted among them. The public pressure to have Gophers football be something special lessened with the arrival of the Vikings and has remained minimal compared to before they arrived.
Minnesota won 17 Big Ten football championships and six national championships prior to 1961. The Gophers have one Big Ten title since, sharing the 1967 championship with Purdue and Indiana.
Gophers administrators will maintain publicly, just like their predecessors, that the presence of the Vikings doesn’t have anything to do with their program. Baloney. On Vikings football Sundays the team is followed by millions of Minnesotans. Hundreds of thousands may not know the Gophers are playing on college football Saturdays.
With the spotlight on the Vikings and lousy football at the U, generations of potential Gophers fans have been lost. The pathetic student attendance at Gophers games has something to do with the Vikings, too. It wouldn’t be surprising if a poll of University of Minnesota students showed more of them are Vikings fans than Gophers followers.
This column isn’t about criticizing the Vikings or their fan base. I attended the team’s first game at Met Stadium in 1961 and now cover the team on a regular basis. I “get it” that the NFL is the most popular sport in America and there’s no expectation that will change in the future. The Vikings are one of the league’s stronger brands and the club’s passionate following includes season ticket holders who come to Minneapolis in large numbers from even outside the state.
The new Vikings stadium will be another challenge for the Gophers. The facility is likely to have a retractable roof so outdoor football is no longer an amenity claimed only by the Gophers at TCF Bank Stadium. The stadium, perhaps the best in college football, will within a few years no longer be the newest football facility in town.
That’s another edge for the Vikings who are in competition with the Gophers for ticket sales, suites, stadium signage, broadcast ratings and fees, sponsorships and merchandising. The best way the Gophers can respond is with a winning team under second-year coach Jerry Kill. He’s a promising leader who could create the best possible scenario for Minnesotans who want to see both the Vikings and Gophers thrive.
While the Vikings watch their new stadium being constructed, public interest in them will be enhanced. The Gophers need to finally become winners or else they will maintain their low profile. If the Gophers didn’t know it before this spring, the Vikings aren’t going away.
