This could be a pivotal year in the existence of the Windsor Express.
A month away from the team's fifth season opener, President and CEO Dartis Willis says season ticket sales are nowhere near where they need to be.
"We're in a situation right now, where you've got to show me what you believe if you truly believe that the Windsor Express is a part of the community and should be here," he exclaims. "The only way to do that is come to a game."
Willis is disappointed, because he feels the organization's done a lot in terms of engaging the community, visiting schools, meeting fans and donating to charities over the years.
"For the things that we give to the community," he says. "I should see a better return in regards to season tickets, and we don't."
This is also the last NBL Canada season before the NBA's Pistons relocate to downtown Detroit next fall.
That's something Willis sees as a positive because it has potential to generate a buzz for basketball in Windsor.
He adds that taking a family to an Express game is still going to be more convenient than going across the border, paying more and trying to find parking in Detroit in order to see the Pistons.
"The Pistons won't come to your school and bring the players, and shake your hand and talk to you," explains Willis. "Those are things that are advantages for us, that I don't think people realize until they're gone."
The CEO admits, however, that the Pistons' move proves that professional basketball should be played in the core of a city.
The problem is there's nowhere else for the Express to play in Windsor, outside of the WFCU Centre.
"I actually asked if [the team] could play a full season at Caesars [Windsor]. Unfortunately [the casino] didn't find it something that would work for them," says Willis.
The Express get their season underway December 29 in Orangeville before hosting the A's on December 30 for the 2016-17 home opener.