The Ottawa Senators: Can They Still Sell Seats?

Background

The Ottawa Senators have been a well-respected franchise by our nation’s capital and around the NHL. They have always had a loyal fan base and exciting times as a team, most notably reaching the Stanley Cup finals in 2007 and the Eastern Conference finals in 2017 where they lost in game 7 to the then Stanley Cup Champions, the Pittsburgh Penguins. The Ottawa Senators are arguably the worst performing team in the league both as a hockey club and as a business. After reaching the Eastern Conference Finals, they finished second-to-last in the league. Over the off-season, captain Erik Karlsson was traded to the San Jose Sharks, a move that was anticipated, but upset the majority of the fan base. This signalled the start of the rebuild for the hockey club. The Senators are currently last place in the league, and are losing positive relationships with their fans, causing a decline in ticket sales. Two seasons ago, the Senators sold 87.4% of seats on average at their arena. This season, they sell 74.8% of their seats on average, which ranks second-to-last, just ahead of the New York Islanders, at 74.6%. Fans are finding it harder and harder to find reasons to pay money to attend Senators games at the Canadian Tire Centre. 

Recent Event: NHL Trade Deadline

During the NHL trade deadline that passed on Monday the 25th, the Ottawa Senators made big moves that pointed the hockey club further towards a rebuild. They received prospects and draft picks for Matt Duchene, Ryan Dzignel and Mark Stone all through separate trades. During this tough rebuild and already poor attendance record, can the Ottawa Senators create enough value for their hockey games to increase ticket sales?

Strategy 1: Ticket Packages + Partnership

I believe the Ottawa Senators could undertake several strategies to help out sales. The main strategy I suggest is bundling tickets into a package, but with buying the package comes a gift certificate to a restaurant. Games should be bundled in either packages of 3 or 5 games with 1 premiere team coming to Ottawa in the 3 game package and 2 in the 5 game package that aren’t Toronto or Montreal since those games generally sell out consistently. Teams such as Tampa Bay, Winnipeg, Calgary, San Jose, Pittsburgh and Washington would qualify since they are quality hockey clubs who are Stanley Cup contenders. The package deal will be paired with a gift certificate to a restaurant that appeals to the target demographic which provides another incentive to attend the games. For example, a 3 game package could contain the teams Tampa Bay Lightning, Philadelphia Flyers, and the Anaheim Ducks, while offering a $25 gift card to the Crazy Horse Bar and Grill. This restaurant is just a suggestion, as it is popular with students and locals, and near the Canadian Tire Centre. Some packages could contain restaurants that students, adults or families would prefer. This package deal would provide a double incentive for attending games. I believe the attendance rates would be held more consistent, while giving the preferred restaurant a promotion and publicity. It would be a win-win for both parties.

Strategy 2: Discounted Box Seats for Students

This next strategy would be targeted at students and it would be for them to rent out boxes for a discounted price. Sometimes boxes don’t sell out. Since students can’t afford or would not considering splitting the normal price of a box, the price of a box could be discounted to students. This is where the full experience and party atmosphere of the hockey game would be exposed. You can actually socialize in a box and have prompt food and drink service comfortably, which are two experiences that are limited with normal seats. Even if the boxes are discounted, they are still going to be expensive. Proving autographed sticks, fan memorabilia or meeting the players briefly will add to the value to make a discounted box worth the trip. This strategy would target those of student age who are more there for the experience, as well as the big fan. 

Here are two potential strategies that I believe are worth while trying if I were working for the Ottawa Senators management. They are in a desperate state as a hockey club and as a business needing sales. Whether the Senators are performing well or not, the games are always a great experience with friends or family. As a reader, would you consider either option proposed?

For further information on NHL absolute attendance and percentage of seats sold by team, please visit http://www.espn.com/nhl/attendance