Culverhouse was considered to have drawn a closer friendship than an owner should to his coach, having guaranteed John McKay employment for life. When the team began to lose, area fans blamed McKay, and felt that there was no hope for any change. He was, however, credited with recognizing the need for a change in leadership, as he went outside of the organization in seeking a replacement when McKay retired. He then upset fans by broadcasting advertisements thanking fans for their support, while simultaneously raising ticket prices.