Dear Season Ticket Holder:
As we open 2011, I want to first and foremost thank you for your incredible support. The 2010 season was extremely disappointing and trying but one thing that remained constant was the level of support we received from our fans. We are all very grateful and want you to know that we do not take it for granted.
We had much higher expectations for 2010 and not meeting them is as frustrating to us as it is to you. Our singular focus now is returning to the type of football that you have come to expect and that led to back-to-back-division titles, six playoff games in two years, a conference championship, and a Super Bowl appearance. We failed to meet that standard in 2010 and changes will be made. However we remain fully confident in the plan that led to our success in recent years and remain committed to it.
To be sure, there are needs that must be addressed. We will spend the first part of the year making an honest and candid assessment of where we are and what we need to do to get back to the postseason. But we are also encouraged by some of the things that did take place in 2010, most notably the development of young players. Six of the seven players we drafted in 2010 saw significant playing time this season and we firmly believe that experience will serve us well in the future.
As you are also undoubtedly aware, the NFL's Collective Bargaining Agreement (CBA) is scheduled to expire on March 4. You may be following these talks and the issues being discussed. Please know that we view these negotiations with the union as professional, not personal, and that we have tremendous respect for our players. Above all, we recognize that it is in all of our interests - the 32 teams, the union, and most of all the fans - to emerge from these negotiations with a game that is strong and well-positioned for years to come. Like you, we love this sport and have worked hard to get to the point we are today. The goal is a new CBA that results in exciting and competitive football among 32 strong franchises, places an increased emphasis on player safety, improved benefits for retired players, and more value for you - the fans.
Our conversations with the union look to build upon a system that has benefited both sides but that also reflects today's economic realities and changing times. For one, we are looking for an agreement that is balanced and compensates our players fairly. An important aspect of that relates to rookie compensation. We think it is more equitable to shift compensation from untested rookies to proven veterans and deserving retired players.
Another issue of paramount importance is delivering more quality to our fans who have invested so much in support of our team - both emotionally and financially. Thanks to you, our sellout streak at University of Phoenix Stadium has reached 53 games - every contest ever played since it opened in 2006. In addition to providing a world-class fan experience for home games, we remain intent on providing the best possible on-field product. One aspect of the league's proposal is to maintain a 2O-game playing schedule but add two regular season games in place of two preseason contests. Our game also benefits when players are able to stay healthy and on the field so we are committed to enhancing player safety. This will continue to be a key area of emphasis.
We do not doubt that an agreement will be reached. At the same time, we realize that the longer it takes, the more we all lose as teams, players and fans.
I know that I speak not only for myself but for all of our NFL business partners when I say that we are committed to work as hard as it takes to ensure that the game we all love emerges even stronger next season and for many years to come.
Sincerely,
Michael J. Bidwill
President, Arizona Cardinals Football Club
