Rebuilding Jaguars unveil redesigned logo

"We need to fix this," Lamping said. "If we do not, we threaten the financial stability of the franchise in Jacksonville. ... Whether it's the National Football League or any other business, you have to compete economically. And to believe that local revenue is not important, then people are ignoring what is happened in the National Football League over the last 10 years.

"To believe that somehow you can be satisfied and be competing on equal footing with every other National Football League team by being at the bottom, I think that's not true."

In hopes of increasing revenue, the Jaguars are implementing a strategic price increase for season tickets. Although 80 percent of season tickets remain the same price for 2013, the team increased prices for low-cost, high-demand seats.

The team also plans to create all-inclusive ticket packages as well as on-field seating for next season.

"We know the No. 1 thing we have to do is put a better team on the field for our fans, but you can't expect that your focus can only be on it," said Lamping, who is charged with the business side of a franchise that has missed the playoffs 11 times in the last 13 years. "That needs to be No. 1, but there's other things we need to do to allow us to compete, because every team is trying to win.

"To somehow believe that one team is going to win each and every year and that's going to address all their issues, that's not realistic."