Switching up the coaches is good for both the players and the men designing the plays, the Lions head coach and general manager said Monday during a conference call.

“You don’t want the players to turn you off and you don’t want to be turned off to the players,” said Buono. “It happens both ways.

“Sometimes the coach stops listening to what the players tell him. This is fresh.”

The Lions have rejuvenated their staff by hiring new faces and switching the jobs of some existing staff.

Dan Dorazio, co-offensive co-ordinator and offensive line coach last year, will be the offensive co-ordinator this season. Mike Benevides, the former special teams co-ordinator and linebacker coach, moves into the defensive co-ordinator role vacated by the retirement of Dave Ritchie.

New to this year’s staff are Chuck McMann (special teams co-ordinator and running backs); Jacques Chapdelaine (receivers); and retired player Mark Washington, who takes over as defensive backs coach.

Steff Kruck, who was a co-offensive co-ordinator last season, remains as the quarterbacks coach and Mike Roach as defensive line coach.

Roy Shivers was hired as the team’s director of player personnel, replacing Bob O’Billovich who became general manager in Hamilton.

Buono said the changes will make a difference but not send shock waves through the team.

“It’s very subtle,” said Buono, who is entering his 19th season as a head coach and sixth with the Lions. “At the end of the day you don’t want to shock anybody too much.

“I think you want to keep a level of consistency but at the end of the day you also want to be different enough so everybody doesn’t take things for granted.”

The Lions began last season hoping to become the first team in a decade to repeat as Grey Cup champions. B.C.’s 14-3-1 record was the best in the league but the Lions lost the West final to the Saskatchewan Roughriders, who went on to win the Grey Cup.

B.C. heads into training camp with mostly the same roster as last year.

“We haven’t changed a lot as far as our personnel because I do believe we have a tremendous group of veterans and a lot of very good young players who established themselves last year,” said Buono.

The biggest player move of the off-season was releasing injury-prone veteran quarterback Dave Dickenson. The Lions have five quarterbacks signed, with Jarious Jackson and Buck Pierce expected to battle for the starting job.

“Both Jarious and Buck have been winners for us when Dave Dickenson was here as the No. 1 guy,” said Buono. “Now we need one of those guys to step up and be No. 1.

“Training camp is going to be a tremendous competition for them but at the end of the day I’m hoping one guy establishes himself and both of them will lead us to a lot of victories.”

Last year, Lions slotback Geroy Simon led the league in receiving with 1,293 yards while Jason Clermont was third. Still, Buono wants to add more depth at the receiver position.

“I don’t think the fourth and fifth receivers today are where they should be,” he said. “We have signed a lot of important receivers to fill that fourth of fifth position so at the end of the day we are more frightening and a little bit more balanced.”

On the business side, Lions president Bob Ackles said the team’s corporate sponsors are at an all-time high.

Season ticket sales could reach 25,000, nearing the mark of 30,000 the team enjoyed in the mid-1980s.

“We’re coming back to where we should be in our community,” said Ackles.

The team was also pleased to learn of plans to upgrade B.C. Place Stadium prior to the 2010 Winter Olympic Games and for the addition of a retractable roof by 2011.

The Lions rookie camp begins Thursday. Buono said the effect of the coaching changes will probably first be seen when the main training camp opens Monday.

“The direction of the football club will be slightly different in a way I believe will challenge all of us to be better than we were last year,” he said.

“The players, even though they are veterans, are not going to be hearing the same old things, aren’t going to be doing the same old things. At the end of the day you have to challenge them somewhat and stimulate them somewhat to go out and perform.”