Some interesting discussions here about what, by a lot of accounts, is a team that can't just gain any traction.
Though not an alumnus, I've lived in Dallas almost all my life outside of four years at Georgetown, where football draws crowds of 2,000-3,000 and expectations are kept fairly low (our big game last year was Cornell).
Locally, I remember going to the games of the Mike Ford era, of Mustang Mania, returning to Dallas during Ownby's last days, the Cotton Bowl, and now Ford. Judging by attendance, there just aren't a lot of us fans outside the Hilltop coming to games that don't wear visitor's colors.
Conference USA is the best (and maybe last) hope for SMU football at the I-A level. SMU absolutely needs an infusion of local support (much as TCU hes done) to raise expectations and interest. To that end, if it means hiring a "name coach" and not just another "up and coming assistant", this would be the time to do it. No, SMU doesn't need a Switzer, but it could use someone who could set the program on a course even after they're gone. In some ways, Army (a team with major losing problems of late) is doing that with Bobby Ross. Ross knew the pros, he had college experience, and he's got that team believing again. Northwestern did likewise, even if Gary Barnett was not the best coach to do it with. But Northwestern is no longer synonomous with losing, and it's drawing 30K crowds regularly.
With the Cowboys trying to distance themselves from the Dallas area sports public out in Arlington (where there'll be zero economic impact since Jerry will keep all the money), SMU needs to get a product out there soon that will have the DART line jumping with fans on a Saturday. It has the location, it has the tradition, but it needs to get Dallas believing again.
And it can do it.