The Out of Town Visitor to Jets Fan Experience

 

Once again an influencer has come in to town to see the Winnipeg Jets and offer commentary on the city and its offerings when it comes to the fan experience. I won't post his links here but for those interested, it was in regards to the team playing Buffalo Sabres. The game was a loss and the crowd was not at their most animated. It happens. A dull, cold day and an afternoon game on a Sunday is more likely to attract young families, especially for last place Sabres.

Jets were ripe for the picking with some of the Winnipeg players on Sabres having great games. Good for those guys. As for Jets, the first place team is still pushing to stay on top and go to the playoffs all the way. It has drawn notice from hockey and sports fans all over North America. Some of them have come all the way to the city to experience the team. And in some cases rip the city for even having a team.

This is what happened with the vlogger who visited the city for three days and questions why the NHL ever gave Winnipeg a team. To put it bluntly, the Jets got a team because Atlanta Thrashers was just not able to succeed despite a small passionate fanbase. With only one playoff run, the Thrashers struggled and not even first round picks, big acquisitions and patience from the NHL was able to change that. Winnipeg got the team because they built a new arena, had an ownership group and ready to bail out the league if a franchise was about to go. 

The Thrashers team that Winnipeg got was a one line team with literally not much in draft and development. None of the coaching staff moved over. And yet overjoyed Winnipeg fans bought all the tickets and provided years of waiting lists. I think it is quite undeniable that the Jets have built one of the strongest franchises today for draft and development, coaching and player enrichment. They have frequently updated their facility and added the iceplex and have done much to improve the fan experience around the arena.

The ownership of the Winnipeg Jets is held by the Chipman and Thomson family. The Chipmans, known for the Birchwood Auto Group, and the Thomsons, known for Reuters. David Thomson is thought to be richest owner in the NHL. He came to be owner after a long business association with Winnipeg as owner of the Free Press and CKRC. He was also a long time fan of the Jets.

The Jets ownership, management and facility are not in question. Could the arena be bigger? Sure. It has been expanded as much as it can be in its present form. It has three professional teams that use it and has a full concert docket. It is a moneymaker. Jets owners have also purchased the Burton Cummings Theatre to help manage its concerts and event business. They have built real estate investments around the arena to enhance the entertainment district.

It is important to keep in mind that the Jets are just part of the overall business. The Manitoba Moose and owning the Canada Life Centre contribute to the True North bottom line. Rental of arena to the Winnipeg Sea Bears and concerts help pay for overall operations. Moreover, the Jets have bought Portage Place and the $3 million a year in that parkade money is now in True North's hands. The Hockey for All Centre iceplex in Headingley serves as the practice facility for the Jets and Moose and is the central tournament spot for amateur hockey in Manitoba.

Sales of tickets were up 12% as of January for Jets. Corporate sales have also gone up and it has been a focus for the True North Entertainment group since fall. Millions have been spent to enhance fan experience and most visitors to the arena usually remark at how engaged the fans are. For this year, it might in playoffs where it is most important for the Jets organization to not only fill the arena but the streets. The economic benefits of the playoffs are enormous and the good wills and community engagement is what the team can build on and for the city to prosper.

The Jets have acknowledged they need more corporate sales. How they do a re-set is something that will have to evolve. The are many companies in Manitoba and some will have to be won over again or for the first time. In other words, corporate sales are not just about what is good for the Jets but what is good for the companies. And to thread the needle, the team can't lose the enthusiastic crowd for corporate seats where people don't show up. They need to make going to the Jets as vital to regular season tickets holders as it is to companies.

One accusation about Leafs playoffs is that the regular season ticket holders can't afford the corporate price of their seats later on. And the people who can get those seats just don't respond like the fans who were there for 41 regular season games. Thankfully, that hasn't been what is seen in Jets games. That is sometimes the trade-off that seats are sold out but passionate fans are fewer. It isn't always the case but happens often enough to be commented on.

A few sports operations have reported that the attractiveness of box seats has lessened while corporate meeting rooms at sports facilities has increased. If this true, we might see a reduction in box seats as we presently have within the arena. Apparently, Toronto has started creating more business meeting spaces for Leafs games. I assume regular bowl seats suffice if there is a meeting room before, during and after the game.

Most out of town fans to the Jets come to Winnipeg from all over Manitoba, Northwest Ontario and sometimes Saskatchewan. The rare guests come from elsewhere in Canada or international. Those that travel to Winnipeg for a game are often coming for shopping, visiting family and going out to restaurants. At the old Winnipeg Arena, people used to stay at the Viscount Gort or the Polo Park Inn (later Canad Inns Polo Park). At the Viscount it was possible that visiting fans would run into the visiting team staying in the same hotel.

Today, it is not much different and out of town fans stay in their favourite hotels based on their shopping and entertainment needs. Some will stay where they have always stayed near Polo Park for water slides or for familiar hotels. Others have been staying at downtown hotels even if the shopping is elsewhere. In some ways, the old Polo Park location was already a hugely successful entertainment area. The 20 year old arena downtown is slowly building up to become an entertainment area.

Like most developments in Winnipeg, the entertainment district is years behind schedule. The discussion over the slow pace of Sutton Place Hotel has been made on this blog. It does appear that the speed should increase but it has been 8 years of waiting so far for the hotel and the restaurants that come with it such as Chop. In the good news category, The Keg is building a large restaurant at St. Mary and Donald, kitty corner to Cityplace and the Canada Life Centre. Once Chop goes up, there will be four steakhouses within walking distance of the arena.

A number of restaurants have opened in the Exchange and in Osborne Village which is an indication that restaurants are slowly coming back after the loss of so many over the last five years. Recovery downtown is much slower but the True North development of Portage Place and the new Pan Am Clinic will mean thousands of people in the area seven days a week. Expect some coffee shops, breakfast places and other restaurants to crop up around the area as the food court will be eliminated for the clinic.

It is expected the Portage Place and even further down the street Bay development will proceed faster than other projects. That is good because they have had several years of stalled work between the Canada Life Centre and RBC Convention Centre has been inconvenient and contributes to a sense of no life around the arena. The road is always an obstacle course and year after year of nothing. The moment it opens it will transform the area.

However, returning to the question of why Winnipeg has an NHL franchise. It has a a franchise because despite being a small market, it has a better facility than many other cities in the NHL. It has a richer and more stable ownership than most in the NHL. It has a very good management team that has been able draft and develop players which is what Atlanta was great at. It has owners trying to create a fan experience inside and outside the arena area. It has a good TV and radio broadcast team. It has good print coverage and a fair size podcasting coverage. It has a new strategy to increase corporate sales.

The Jets are number 1 in the league and some people keep thinking the team should be moved. It isn't going anywhere when the league has so many franchises that could be in need before the Jets are. Even the New Your Rangers could be moving to a new facility across the street. The Calgary Flames are in the process of building a new arena but the city of Calgary owns it. Salt Lake City has an old arena and no immediate plans to build a new one. Jets have one of the newer arenas with the only criticism that is should have 3000 more seats. I imagine the Jets have a soon to be announced plan for arena expansion or a second arena. The reason is that the city would like to have a women's pro hockey team, a women's pro basketball team and possibly, a WHL team. Can't very well do that with one arena.

So to those who wonder why Winnipeg has a franchise, it is because they are building an organization to that. And that will mean we'll see the fan experience from NHL to concerts become more important for putting fans in the seats. And for the out of towers, we have to make it is the best experience we can.