Welcome to Cougartown

PROVO — As of Saturday, the city of Provo won't exist.

Before you run for the hills or empty the canned goods aisle at the local supermarket, relax — the city will be back on Sunday.

Provo Mayor Lewis K. Billings signed an official proclamation Thursday, declaring that every Saturday that Brigham Young University plays a home football game, Provo's borders will be dissolved, its name will be changed to Cougartown, and its population will swell to include Cougar fans around the world.

BYU will play Boston College this Saturday to kick off the season.

The proclamation is part of a joint effort between Provo city, businesses and BYU to rile up the fan base in support of the beleaguered-but-still-proud team.

The movement is spearheaded by Corporate Alliance, a Provo-based business networking company. It is issuing business licenses for Cougartown at a price of $99.

Jared Stewart, president of the Corporate Alliance, said the money will be used to buy signs and banners to proclaim the new town's name.

"We're talking about real stuff, real solutions," he said. "We need real participation."

Long-term plans include a permanent arch to be placed at the entrance to Provo, declaring its Cougartown alter ego on a year-round basis, even though that moniker will only officially emerge on five or six Saturdays each fall.

"When you go to South Bend or Tennessee, you're going to have an experience," Stewart said. "That's what we want here."

But beyond creating an experience for the fans, Stewart said another goal of Cougartown is to send the message that fans play a tangible role in the team's on-field performance.

"More than anything, we're trying to create an environment that's conducive to wins," Stewart said. "Whether the team's winning or losing, we tend to blame the team or the coaches, but we don't really take responsibility as fans."

After three consecutive losing seasons, the pressure on the team to live up to the past is probably greater than ever. The pressure that comes with rebuilding a dynasty at a university that for so many years was defined by a winning football team weighs heavy on all involved, but especially on new coach Bronco Mendenhall.

But on Thursday, Mendenhall spoke of expectations and pressure with an air of confidence that, given his situation, bordered on bewildering.