
The Arizona Republic today had a column from Craig Harris asking, “Can Phoenix Ever be a Hockey Town”
It’s a decent article and sort of skirts the main issues, but doesn’t nearly go into the depth to properly analyze the problem.
So I’ll take it upon myself to do such.
First off, the article looks at the demand side, while ignoring the supply side, so we’ll tackle the demand side first.
Why isn’t demand what it is? There are three factors. First, the Coyotes suck. Second, the arena is in Podunk. Third, the Coyotes aren’t converting any fans (which goes back to factor number 1).
The biggest thing the Coyotes could do to make money as a franchise, and turn Phoenix into a hockey town (which we’ll discuss later), is to put together a winning team. It might be a sad state of affairs, but Phoenix isn’t really what you’d call a “hardcore sports town.” It’s no Boston, New York, Detroit, Toronto, or Montreal when it comes to hockey. In fact, I’d even feel safe in calling it a city of front runners. I wish that weren’t the case, but it is. If the team were making an impressive playoff run (as they nearly were last season), the stands would start to get packed around February. An impressive playoff run would continue the momentum into the following seasons. The Coyotes have one of the best traditions in hockey with the whiteout, but Phoenix hasn’t seen once since 2002 (a series that I attended all 3 home games at). However, most of the people around here haven’t even heard of it, due to the Coyotes’ long absence from the playoffs.
The second issue, arena location, is something that can’t really be changed. Unfortunately, many valley cities were unwilling to help contribute to funding an arena for hockey. Glendale stepped up and we have a hockey arena 20 miles from downtown Phoenix. Off the top of my head, I can’t think of any other arena (save for the Islanders’) that is as far away from its market center. This is exacerbated by the fact that the East Valley suburbs are primarily where the Coyotes’ fan base comes from (more affluent, more people, etc). Many of us East Valley residents (EVRs) aren’t willing to drive upwards of 90 minutes (more in traffic) to see a mediocre Coyotes squad. I, myself, would be a season ticket holder if the arena was anywhere from downtown Phoenix eastward. This would change dramatically with a good hockey team. People would all of a sudden see the value in driving out to Glendale (free parking, cheap tickets, good hockey).
The third issue is fan conversion. The Cardinals experienced this a ton during their playoff run this year. People say that Phoenix can’t be a hockey town because everybody here is from somewhere else. Well thef act of the matter is that everybody else is from somewhere else where hockey is prevalent. I can’t tell you how many Chicagoans, Wisconsinites and Minnesotans there are here, but I’d venture to say that nearly 60% of the population here has upper-midwestern roots. Another 25% is from points north and east of New York. Another hockey hotbed. But why don’t they follow the Coyotes, you ask? For the primary reasons above. The team is not entertaining to watch, they don’t win, and the arena is a hike. There’s no shortage of fans here, heck, there are 4 million people in the metro area! Quite a few are familiar with hockey, and I’d venture to say that a majority of them have no clearcut favorite NHL team (Minnesota only recently getting the Wild means that there was a dearth of professional hockey outside of Chicago in the upper Midwest when most people were moving here). Fact of the matter is, you put together a young, exciting team that wins hockey games and makes a playoff run, and this city will be as successful as Dallas in the NHL.
You’ve got to spend money to make money, as the adage says. Over the past decade, the owners of the Coyotes have gone against this statement and tried to maintain the balance sheet. They fail to recognize that a playoff hockey team would likely pay the bills and become a break-even or better transaction. Chicago is seeing the benefit this year. After years of neglectful ownership and crowds as low as 4,000, the Blackhawks are hot again. Selling out games and even making the conference finals. A good team will fill an arena, and its owners’ pockets.
I just wish the potential new owners of the Coyotes realize this.