The marketing of a NHL hockey team

The purpose of this paper is to report on an in-house, in-seat marketing survey of a professional National Hockey League (NHL) hockey team. A total of 1,783 surveys were collected over a five game period. The data collection instrument was designed by the marketing and ownership group of a professional NHL franchise. Specific research questions examined issues ranging from ticket usage, demographics, motivation to attend, barriers to future attendance, customer satisfaction, intent to purchase and media preferences of ice hockey spectators. Results indicate a very distinctive pattern in regards to motivation to attend and barriers to attendance. Ticket pricing and concessions were identified as major variables in customer satisfaction and decision to purchase. Recommendations for further research are provided.