Sens must re-energize fans regardless of rebuild, says prof

The Ottawa Senators need to create an environment that draws fansto games regardless of the on-ice product, says one sports management expert.

Bummed-out boosterswere dealtanother blow earlier thisweek when captain Erik Karlsson, one of the best players in the franchise's 27-year history, was traded to San Jose amida blast of rhetoric from the team aboutdigging in to rebuild instead ofchasing short-term success.

"The City of Ottawa is not a large market like Toronto or Montreal, so the first thing is they need to win the fans," said Eric MacIntosh, an associate professor of sports management at the University of Ottawa.

"The fans are the front lines for this team."

Attendance dropping

Duringlast season's 41 home games, the Senators drew an average of 15,829 fans, according to figures compiled by ESPN.

That includes a "home"game in Stockholm andmore than 33,000 fans who went toLansdownefor the outdoor game inDecember.

It was also the season that sawhundreds of Canadian Tire Centre (CTC) seatscovered in tarps to lower capacity to about17,000. During the 39 home games held at the CTC, theSens drew more than 17,000 fans just nine times.

Overall, average attendance dropped to its lowest level since the 1996-97 season.

"Fans need to have more of a reason to come than the on-iceproduct," MacIntosh said.

"They need to have an environment surrounding the arena and [fans] have to feel like they can afford to go for the entertainment they're going to get, which is probably not going to be a Stanley Cup-contending team for a couple of years."

That includes not putting all theireggs into marketing superstars such as Karlsson, he said, or Connor McDavid whose Edmonton Oilers didn't sell out during their lone visit to Ottawa one late March Thursday night.

Steps toward affordability

Since the end of the season the Senators have held town halls with fans and said they've done other marketing research as well.

So far, they've reached out to fans with anopen letter and videos featuring owner Eugene Melnyk, lowered parking to $12 in its three biggestlots, and introduced a $5 meal deal for people who arriveearly.

"The parking price cut made a lot of sense.That was certainly one of the biggest issues for people like myself who don't live in Kanataand want to go to a game," MacIntosh said.

"The second step is making it more affordable for a family of four to go and have a pop with their kids, a hot dog and a beer. The concession stands need to be reasonably priced."

He added that while it was a bit bizarre, the spirit behind the video was good because communicatingmore withfans and getting out into the community to interact with them will help draw more people.

Ottawa's fan fest happens Sundaymorning.

The team's preseason starts Tuesday, and the regular season begins Oct. 4 when it hosts Chicago.

The Sensdid not respond to a request for comment on season ticket sales and the goal of its price cuts.