Now that the lockout is a thing of the very recent past, NHL teams have employed various promotional strategies to help ease their fans' pain over lost time. But what kind of promotion or giveaway could possibly reach the average hockey fan in a meaningful and lasting way you ask? Oh how about half-priced nachos? No? Well then what would you say to free team schedule magnets? They do that every year!?
Not all NHL teams' marketing departments lack creativity. While $25 per person family packages, discounted concession items and $20 student deals seem to be status quo, some teams have gone above and beyond for their fans. As you can see, six teams don't make the list. I decided to follow the same procedure for finding each team's promotions, and some were easier to locate than others. If there was no obvious ad on a team's website, I would check the Tickets section for special offers, then the Schedule tab for a promotional schedule. If those both failed I would search the News archive for any press releases regarding home opener promotions or giveaways. Therefore the six unranked teams may well have had special post-lockout offers but if I couldn't find them with relative ease on their website, it's safe to assume some of their fans couldn't either.
1. Chicago Blackhawks
The Blackhawks earn the top spot in the rankings due to a wide range of freebies and contests. Chicago fans will enjoy 18 giveaway nights including free schedules, hats and bobbleheads and 16 autograph nights with Blackhawk legends from Denis Savard to Eric Daze. This is all in addition to the season-long Fan Salute contest that will see 1000 signed jerseys, 250 signed pucks and 100 signed sticks, 50 "unique experiences" and free tickets go to lucky fans. Everyone loves free stuff, and coupled with the team's hot start, Blackhawk fans are probably wishing there was a lockout every year.
2. Florida Panthers
After a steep drop-off, the Panthers come in at number two. Fort Lauderdale faithful have the opportunity to cash in on $7/game season tickets, and why wouldn't they? The Panthers unveiled a 7th Man banner at their home opener to honour their dedicated South Florida fan base. As if that wasn't enough, the Cats gave away miniature Southeast Division Championship banners and made themselves available after the game for a full-team autograph session for kids.
3. Los Angeles Kings
The Kings were operating from a position of power for this season's opener. The defending Champs entertained their fans with a lengthy ceremony before last Saturday's game which culminated in the presentation of the Stanley Cup rings and the raising of the banner. The latter was especially cool, as some Kings A/V guy attached a GoPro camera to the top of the banner to show the ceremony from the banner's perspective (see below). As the cherry on top of the Stanley Cup sundae, Kings fans also walked away with mini commemorative banners and replica rings.
4. Pittsburgh Penguins
As if having two of the best players in the league on your team wasn't enough, Pens' fans will be treated to a fairly decent array of free stuff to welcome them back to the shortened season. For the first four Pens' home games, fans will be able to enjoy free selected concessions and 50% off all team merchandise (because there just aren't enough people wearing Penguins gear out there, you know?). There will also be souvenir giveaways at each of the first 15 games at the Consol Energy Center.
5. Columbus Blue Jackets
How does an organization appease their fans after trading away their franchise player and captain in addition to missing time for a work stoppage? You guessed it: free posters and hats. Apart from these opening-night giveaways, an interesting initiative in Columbus is a 50% discount on concession items during every weekend home game this season. These promotions, plus a fairly standard family value package, should entice some central Ohio fans to enjoy all the talented Western Conference teams that will be beating the Blue Jackets this season.
6. Ottawa Senators
Sens fans enjoyed a surprise playoff berth last year to go along with young phenom Erik Karlsson's Norris Trophy season. This year, Ottawa faithful were treated to free kids tickets, free parking, $1 popcorn and 50% off merchandise during their home opening drubbing of the Panthers. Famous for being overcome with opposing Canadian teams' fans in their own building, Sens supporters will have three less fan bases to contend with thanks to the condensed schedule which sees no inter-conference matchups. The Sens get the slight nod over the Leafs with a more diverse promotion plan which also includes special family nights.
7. Toronto Maple Leafs
Falling just short of their provincial and division rivals, Toronto comes in at number seven. While the Leafs' promotions may have lacked creativity, they were certainly aware of their fans' main complaint. Toronto offered their season ticket holders free admission to their home opener, and gave away all other remaining seats via contests leading up to the game. This is quite the gesture from an organization that had by far the most expensive average ticket price in the league last season ($25.50 more than the next team, Winnipeg). Also, Canadian winters are cold. Therefore the free scarves given out at the ACC were surely accepted gratefully.
8. Phoenix Coyotes
Hopefully Arizona hockey fans haven't forgotten that this squad made quite the playoff run last year, losing in the Conference Finals to the eventual Cup winners. The NHL's worst team in terms of attendance are keen to get fans in their seats, and have the promotions to prove it. Bud Light offers a party pack that includes tickets, beer and food for $29.75, while the Arizona Lottery is sponsoring select home games where fans will be able to purchase $1 concessions including beer. Additionally, kids tickets are free for every Monday home game.
9. Anaheim Ducks
Anaheim knows what the people want, and they're giving it to them. Teemu Selanne is a fan favourite, and at the Ducks' home opener, fans received the 42 year-old's player tee upon admission. Some insanely lucky fans even won jerseys off the back of Ducks players after their 5-0 loss at the hands of the Canucks. Nothing flashy here, just some good old fashioned souvenir giveaways and one awesome old Finnish guy.
10. Edmonton Oilers
The Oilers employed a simple yet fittingly Canadian promotion for their home opener: free beer. It's tough to know whether the non-beer drinkers (children, recovering alcoholics, Mormons) in attendance were given an alternative at the concession stand or whether they did what any decent human would do: give their free beer to another fan. Edmonton slips a few spots because even free beer won't wash away the taste of a 6-3 beat-down at the hands of the Sharks on opening night at Rexall Place.
11. Nashville Predators
There was quite the party in Nashville on opening night, which is perhaps why the team refers to their city as Smashville. In addition to the lengthy pre-game entertainment schedule, Preds fans also received half priced beer and soda, as well as a free poster. While this isn't technically a post-lockout promotion, I feel the need to mention that the Predators' annual casino night gala is called Gnash Vegas. Who wouldn't want to play roulette with Terry Crisp?
12. Tampa Bay Lightning
Tampa Bay fans will enjoy a few season-long promotions this year. Thrifty gluttons are sure to enjoy Tuesday games which feature $35 all-you-can-eat seats (a third of the Lightning's remaining home games fall on a Tuesday). Other promotions include the ubiquitous family night as well as student deals at selected games.
13. Boston Bruins
Bruins fans don't have much to complain about. They have a championship in very-recent memory to go along with a talented group of savvy veterans and young wunderkinds that should threaten for the Cup for years to come. So New Englanders shouldn't be upset with their free t-shirts and concession items, even if it's slightly below standard for post-lockout giveaways.
14. St. Louis Blues
Speaking of slightly below standard, the St. Louis Blues gave fans free towels and thundersticks at the home opener at the Scottrade Center. This not only lacks creativity, but it hardly qualifies as a lockout-apology promotion, as these items are surely given away at home games every year. The Blues are also offering special student nights, which are fairly custom around the league. Not great, St. Louis. Thankfully for you, 9 other teams managed to screw it up worse than you did.
15. Philadelphia Flyers
I hope Philly fans like hot dogs. If they don't, they sure as hell better like giant stickers you put on your wall. $1 hot dogs and free Fat Head stickers were given out at the Flyers' home opener, and here's hoping the Flyers' marketing department did their due diligence on these two items. I mean how much can a hot dog cost a big catering company to make? There can't be more than 16 cents worth of meat in each wiener, maybe 25 if it's a footlong. I've never been to Philadelphia but from what I hear the fans would've been happier with a $2 subpar cheese steak than $1 hot dog. Just a guess. Hope you like your Fat Heads, Philly.
16. Carolina Hurricanes
The 'Canes have a decent variety of special promotion nights, but nothing that really shows they thought long and hard about how to please their fans. Carolina is offering family nights, student nights, military nights and even teacher nights. These events touch on a few different demographics but the Hurricanes were one unique idea away from being top ten in these rankings.
17. Buffalo Sabres
The Sabres followed Carolina's lead with special nights but came up a little short. Buffalo fans will enjoy student nights as well as family deals on selected home games throughout the season.
18. Dallas Stars
19. New York Islanders
I'm not a huge fan of the Isles' promotions, as it seems to promote increased numbers of their horribly ugly uniforms and merchandise amongst the general public. Long Islanders will be rewarded with a free fleece jacket if they purchase over $100 of team apparel on opening night. If fans go $50 more, they will be given two tickets to a future home game. It's a decent idea but there's a definite lack of free stuff for Isles fans.
20. Detroit Red Wings
The only thing to help Wings fans get over the lockout and, much more importantly, the departure of Detroit legend Niklas Lidstrom this year will be family packs. Like many of the NHL's similar deals, families will pay about $25 each for admission and lack luster concession items. Any groaning from Detroit fans will likely go ignored by supporters of franchises who don't draft insanely well and make the playoffs every year.
21. Colorado Avalanche
As if taking the lead of their once fierce rivals, the Avs decided to reward fans with family nights and family nights alone. Despite being thought of as one of the more hockey-friendly of U.S. states, Colorado's NHL team ranked near the bottom in attendance last season. The product on the ice hasn't been great recently despite some bright young stars, so maybe the Avalanche should have mustered some sort of promotional campaign that goes beyond the league's bare minimum.
22. Montreal Canadiens
Montreal launched the Raise the Torch campaign on opening night, which electrified the Bell Centre and stirred up memories of Habs legends of yesteryear. Actually what it did was make fans wait an additional 30 minutes to watch hockey and dull what otherwise would've been an electric crowd. To make matters worse, the Leafs beat the Canadiens. And before you ask, no, the online #raisethetorch mural of fans' Facebook profile pictures does not make up for it.
23. San Jose Sharks
This promotion lacks creativity, but at least it gives the fans something they can use. You ready? Free hats were given out at the home opener in San Jose. Free hats seem to be a dime a dozen these days; you can find them anywhere from beer cases to lost-and-founds. Thankfully for Sharks fans, their team and more specifically their first line have been on a tear to start the season.
24. Winnipeg Jets
Tickets to a Jets home game are about as hard to come by as Thrashers tickets, which might be why the organization made little effort to thank their fans for waiting through the lockout (they waited 15 years for the team, what's 119 days?). The Jets managed to release a written apology to fans, signed by captain Andrew Ladd as well as the team's chairman and owner. We understand that you don't need help selling tickets, but this seems to be the Jets telling their fans "we brought the team back, be happy with that."
Not Rated — Calgary Flames, Minnesota Wild, New Jersey Devils, New York Rangers, Vancouver Canucks, Washington Capitals
 |
| Reuters |
Not all NHL teams' marketing departments lack creativity. While $25 per person family packages, discounted concession items and $20 student deals seem to be status quo, some teams have gone above and beyond for their fans. As you can see, six teams don't make the list. I decided to follow the same procedure for finding each team's promotions, and some were easier to locate than others. If there was no obvious ad on a team's website, I would check the Tickets section for special offers, then the Schedule tab for a promotional schedule. If those both failed I would search the News archive for any press releases regarding home opener promotions or giveaways. Therefore the six unranked teams may well have had special post-lockout offers but if I couldn't find them with relative ease on their website, it's safe to assume some of their fans couldn't either.
1. Chicago Blackhawks
The Blackhawks earn the top spot in the rankings due to a wide range of freebies and contests. Chicago fans will enjoy 18 giveaway nights including free schedules, hats and bobbleheads and 16 autograph nights with Blackhawk legends from Denis Savard to Eric Daze. This is all in addition to the season-long Fan Salute contest that will see 1000 signed jerseys, 250 signed pucks and 100 signed sticks, 50 "unique experiences" and free tickets go to lucky fans. Everyone loves free stuff, and coupled with the team's hot start, Blackhawk fans are probably wishing there was a lockout every year.
2. Florida Panthers
After a steep drop-off, the Panthers come in at number two. Fort Lauderdale faithful have the opportunity to cash in on $7/game season tickets, and why wouldn't they? The Panthers unveiled a 7th Man banner at their home opener to honour their dedicated South Florida fan base. As if that wasn't enough, the Cats gave away miniature Southeast Division Championship banners and made themselves available after the game for a full-team autograph session for kids.
3. Los Angeles Kings
The Kings were operating from a position of power for this season's opener. The defending Champs entertained their fans with a lengthy ceremony before last Saturday's game which culminated in the presentation of the Stanley Cup rings and the raising of the banner. The latter was especially cool, as some Kings A/V guy attached a GoPro camera to the top of the banner to show the ceremony from the banner's perspective (see below). As the cherry on top of the Stanley Cup sundae, Kings fans also walked away with mini commemorative banners and replica rings.
4. Pittsburgh Penguins
As if having two of the best players in the league on your team wasn't enough, Pens' fans will be treated to a fairly decent array of free stuff to welcome them back to the shortened season. For the first four Pens' home games, fans will be able to enjoy free selected concessions and 50% off all team merchandise (because there just aren't enough people wearing Penguins gear out there, you know?). There will also be souvenir giveaways at each of the first 15 games at the Consol Energy Center.
 |
| Getty |
5. Columbus Blue Jackets
How does an organization appease their fans after trading away their franchise player and captain in addition to missing time for a work stoppage? You guessed it: free posters and hats. Apart from these opening-night giveaways, an interesting initiative in Columbus is a 50% discount on concession items during every weekend home game this season. These promotions, plus a fairly standard family value package, should entice some central Ohio fans to enjoy all the talented Western Conference teams that will be beating the Blue Jackets this season.
6. Ottawa Senators
Sens fans enjoyed a surprise playoff berth last year to go along with young phenom Erik Karlsson's Norris Trophy season. This year, Ottawa faithful were treated to free kids tickets, free parking, $1 popcorn and 50% off merchandise during their home opening drubbing of the Panthers. Famous for being overcome with opposing Canadian teams' fans in their own building, Sens supporters will have three less fan bases to contend with thanks to the condensed schedule which sees no inter-conference matchups. The Sens get the slight nod over the Leafs with a more diverse promotion plan which also includes special family nights.
7. Toronto Maple Leafs
Falling just short of their provincial and division rivals, Toronto comes in at number seven. While the Leafs' promotions may have lacked creativity, they were certainly aware of their fans' main complaint. Toronto offered their season ticket holders free admission to their home opener, and gave away all other remaining seats via contests leading up to the game. This is quite the gesture from an organization that had by far the most expensive average ticket price in the league last season ($25.50 more than the next team, Winnipeg). Also, Canadian winters are cold. Therefore the free scarves given out at the ACC were surely accepted gratefully.
8. Phoenix Coyotes
Hopefully Arizona hockey fans haven't forgotten that this squad made quite the playoff run last year, losing in the Conference Finals to the eventual Cup winners. The NHL's worst team in terms of attendance are keen to get fans in their seats, and have the promotions to prove it. Bud Light offers a party pack that includes tickets, beer and food for $29.75, while the Arizona Lottery is sponsoring select home games where fans will be able to purchase $1 concessions including beer. Additionally, kids tickets are free for every Monday home game.
9. Anaheim Ducks
Anaheim knows what the people want, and they're giving it to them. Teemu Selanne is a fan favourite, and at the Ducks' home opener, fans received the 42 year-old's player tee upon admission. Some insanely lucky fans even won jerseys off the back of Ducks players after their 5-0 loss at the hands of the Canucks. Nothing flashy here, just some good old fashioned souvenir giveaways and one awesome old Finnish guy.
 |
| Associated Press |
10. Edmonton Oilers
The Oilers employed a simple yet fittingly Canadian promotion for their home opener: free beer. It's tough to know whether the non-beer drinkers (children, recovering alcoholics, Mormons) in attendance were given an alternative at the concession stand or whether they did what any decent human would do: give their free beer to another fan. Edmonton slips a few spots because even free beer won't wash away the taste of a 6-3 beat-down at the hands of the Sharks on opening night at Rexall Place.
11. Nashville Predators
There was quite the party in Nashville on opening night, which is perhaps why the team refers to their city as Smashville. In addition to the lengthy pre-game entertainment schedule, Preds fans also received half priced beer and soda, as well as a free poster. While this isn't technically a post-lockout promotion, I feel the need to mention that the Predators' annual casino night gala is called Gnash Vegas. Who wouldn't want to play roulette with Terry Crisp?
12. Tampa Bay Lightning
Tampa Bay fans will enjoy a few season-long promotions this year. Thrifty gluttons are sure to enjoy Tuesday games which feature $35 all-you-can-eat seats (a third of the Lightning's remaining home games fall on a Tuesday). Other promotions include the ubiquitous family night as well as student deals at selected games.
13. Boston Bruins
Bruins fans don't have much to complain about. They have a championship in very-recent memory to go along with a talented group of savvy veterans and young wunderkinds that should threaten for the Cup for years to come. So New Englanders shouldn't be upset with their free t-shirts and concession items, even if it's slightly below standard for post-lockout giveaways.
 |
| Getty |
14. St. Louis Blues
Speaking of slightly below standard, the St. Louis Blues gave fans free towels and thundersticks at the home opener at the Scottrade Center. This not only lacks creativity, but it hardly qualifies as a lockout-apology promotion, as these items are surely given away at home games every year. The Blues are also offering special student nights, which are fairly custom around the league. Not great, St. Louis. Thankfully for you, 9 other teams managed to screw it up worse than you did.
15. Philadelphia Flyers
I hope Philly fans like hot dogs. If they don't, they sure as hell better like giant stickers you put on your wall. $1 hot dogs and free Fat Head stickers were given out at the Flyers' home opener, and here's hoping the Flyers' marketing department did their due diligence on these two items. I mean how much can a hot dog cost a big catering company to make? There can't be more than 16 cents worth of meat in each wiener, maybe 25 if it's a footlong. I've never been to Philadelphia but from what I hear the fans would've been happier with a $2 subpar cheese steak than $1 hot dog. Just a guess. Hope you like your Fat Heads, Philly.
16. Carolina Hurricanes
The 'Canes have a decent variety of special promotion nights, but nothing that really shows they thought long and hard about how to please their fans. Carolina is offering family nights, student nights, military nights and even teacher nights. These events touch on a few different demographics but the Hurricanes were one unique idea away from being top ten in these rankings.
17. Buffalo Sabres
The Sabres followed Carolina's lead with special nights but came up a little short. Buffalo fans will enjoy student nights as well as family deals on selected home games throughout the season.
18. Dallas Stars
I hope that the few hockey fans in the Big D are also parents. That's because the only promotion I could find for the Stars this year is free kids tickets. During January and February home games, kids will get in free assuming they are under the supervision of their ticket-holding parent.
I'm not a huge fan of the Isles' promotions, as it seems to promote increased numbers of their horribly ugly uniforms and merchandise amongst the general public. Long Islanders will be rewarded with a free fleece jacket if they purchase over $100 of team apparel on opening night. If fans go $50 more, they will be given two tickets to a future home game. It's a decent idea but there's a definite lack of free stuff for Isles fans.
20. Detroit Red Wings
The only thing to help Wings fans get over the lockout and, much more importantly, the departure of Detroit legend Niklas Lidstrom this year will be family packs. Like many of the NHL's similar deals, families will pay about $25 each for admission and lack luster concession items. Any groaning from Detroit fans will likely go ignored by supporters of franchises who don't draft insanely well and make the playoffs every year.
21. Colorado Avalanche
As if taking the lead of their once fierce rivals, the Avs decided to reward fans with family nights and family nights alone. Despite being thought of as one of the more hockey-friendly of U.S. states, Colorado's NHL team ranked near the bottom in attendance last season. The product on the ice hasn't been great recently despite some bright young stars, so maybe the Avalanche should have mustered some sort of promotional campaign that goes beyond the league's bare minimum.
22. Montreal Canadiens
 |
| Reuters |
Montreal launched the Raise the Torch campaign on opening night, which electrified the Bell Centre and stirred up memories of Habs legends of yesteryear. Actually what it did was make fans wait an additional 30 minutes to watch hockey and dull what otherwise would've been an electric crowd. To make matters worse, the Leafs beat the Canadiens. And before you ask, no, the online #raisethetorch mural of fans' Facebook profile pictures does not make up for it.
23. San Jose Sharks
This promotion lacks creativity, but at least it gives the fans something they can use. You ready? Free hats were given out at the home opener in San Jose. Free hats seem to be a dime a dozen these days; you can find them anywhere from beer cases to lost-and-founds. Thankfully for Sharks fans, their team and more specifically their first line have been on a tear to start the season.
24. Winnipeg Jets
Tickets to a Jets home game are about as hard to come by as Thrashers tickets, which might be why the organization made little effort to thank their fans for waiting through the lockout (they waited 15 years for the team, what's 119 days?). The Jets managed to release a written apology to fans, signed by captain Andrew Ladd as well as the team's chairman and owner. We understand that you don't need help selling tickets, but this seems to be the Jets telling their fans "we brought the team back, be happy with that."
Not Rated — Calgary Flames, Minnesota Wild, New Jersey Devils, New York Rangers, Vancouver Canucks, Washington Capitals
No comments:
Post a Comment