The combination of the 71,000 freezing fans who turned out to watch the NHL’s first U.S. outdoor game and 11 teams playing to capacity helped push the league’s average announced attendance up 2 percent over the first half of the season.
The NHL’s success at the gate has the league positioned to deliver its third consecutive attendance record in its third season since returning from the 2004-05 lockout. Last year, the league’s average attendance was down 1 percent over the same period, but a late-season rush carried it to its second year of record attendance.
“The fact that we’re creating scale and interest on the national level with events like the Winter Classic help in that they have become water-cooler talk and generated interest,” said Ed Horne, NHL senior executive vice president, communications and branding. “We also have clubs doing a great job of promoting themselves and reaching out to the fans. We clearly believe the momentum is there, and that’s having an impact.”
| NHL At The Gate | | Top 5 | | Team | Avg. attendance | | Montreal Canadiens | 21,273 | | Buffalo Sabres | 21,038* | | Ottawa Senators | 19,733 | | Philadelphia Flyers | 19,503 | | Toronto Maple Leafs | 19,423 | | Bottom 5 | | | Team | Avg. attendance | | New York Islanders | 13,709 | | Washington Capitals | 14,009 | | Phoenix Coyotes | 14,146 | | Nashville Predators | 14,147 | | Columbus Blue Jackets | 14,216 | Note: Through Jan. 21
* Includes Buffalo’s Jan. 1 outdoor game at Ralph Wilson Stadium (attendance: 71,217)
Source: Timothy Brandt for SportsBusiness Journal | |
The league is led by its six Canadian teams and five U.S. teams that report attendance of 100 percent capacity over 20 or more games.
The Montreal Canadiens lead the league with an average attendance of 21,273 per game. The Buffalo Sabres, who are reaping the rewards of the outdoor game they played Jan. 1 at Ralph Wilson Stadium, follow with 21,038.
Total attendance is led by the Ottawa Senators, with an announced attendance of 513,065 for games played through Jan. 21. The New York Rangers lead all U.S. teams in the same category, at 473,200.
No team has done more to pick up its attendance numbers than the St. Louis Blues, who have seen a 49 percent increase in average attendance since last year. The team is averaging 17,314 fans a game, up from 11,610 over the same period last year. The Blues also have sold out 11 games, up from two all of last season.
The combination of a competitive team, improved marketing and reduced ticket prices have fueled the increase.
“We’ve really reconnected with the fans and the community,” said Peter McLoughlin, CEO of St. Louis Blues Enterprises. “Our efforts to sell season tickets in the offseason has paid off with a renewed passion the fans are bringing to the building.”
Two teams under new managerial direction, the Chicago Blackhawks and the New York Islanders, have made significant gains, as well. Under the direction of recently hired President John McDonough, Chicago has increased average attendance more than 17 percent from last year. The Islanders, behind senior vice president Chris Dey, have increased their average attendance 14 percent, though the team still has a league-low average of 13,709 spectators per game.
The league is not without problem spots. Six teams, including the Islanders, play for crowds of less than 15,000 per game, and five franchises have been playing before crowds of less than 80 percent of building capacity. The Columbus Blue Jackets make both lists after suffering a 14 percent drop in average attendance this season.
“We’re playing well and have the best record the team has ever had at this point in the season,” said Larry Hoepfner, senior vice president of business operations for the Blue Jackets. “We’re confident that our fans will respond to that over the next 32 games.”
Two traditionally strong hockey markets have suffered a drop in attendance, as well.
The Detroit Red Wings have seen a decrease of almost 8 percent in average attendance despite having the league’s best record on the ice, and the Colorado Avalanche have seen a decline of almost 6 percent. Both teams traditionally play to 100 percent capacity at their respective arenas.
“We’ve got strong ownership there and good teams on the ice,” Horne said. “Great hockey markets like Detroit and Colorado — those aren’t long-term concerns.”
