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Has the move to Jobing.com Arena hurt the 'Yotes attendance?

With the Phoenix Coyotes enjoying yet another strong season under head coach Dave Tippett, clawing their way nearly to the top of the standings at the dawn of December, the team’s incredible progression continues to be overshadowed by the specter of bankruptcy. The murky ownership situation has refueled fears of impending relocation, even with Winnipeg’s appetite for NHL hockey satiated by the sacrifice of the Atlanta Thrashers. Long suffering supporters of the Desert Dogs, faithful fans who patiently endured their team’s seemingly endless rebuilding efforts, have been rewarded with playoff hockey the last two seasons but uncertainty looms even over this recent rise. Even as the Coyotes prove that they can play with the league’s elite, testing the vaunted Detroit Red Wings in a scintillating, seven-game postseason tilt the 2010 Playoffs, the collective skepticism voiced by a doubtful hockey community has not subsided. National pundits cite the swaths of empty seats seen nightly throughout Jobing.com Arena as solid evidence that hockey’s dalliance in the desert is destined to fail. For observers residing in hockey hotbeds like Toronto, Boston or Detroit, the sight of entire sections shuttered by unsold tickets at an NHL game is certainly a shock to the senses, but a closer look shows that there may be more to the Coyotes’ attendance woes than meets the eye.

Star-divide

On the day after Thanksgiving, with families around the Valley of the Sun entering the traditional holiday weekend of relaxation and leisure, the Coyotes hosted their division rivals from Anaheim. The hometown team had just returned from a very successful five game road trip, one which saw the ‘Yotes post a 3-2 record against stiff competition while pushing perennial powers Washington and Philadelphia to the brink. Nonetheless, when the puck dropped that Friday evening at Jobing.com Arena nearly half of the seats in the venue were left unfilled. Only 9,124 fans made the westward trek to Glendale, good for a laughable paid attendance figure of just 53.3% capacity. Radim Vrbata continued his torrid scoring streak with two tallies, raising his team-leading season total to 11 at the time, and less than 10,000 fans were there to cheer him on. Two nights later a visit by the star-studded Vancouver Canucks, who came to town riding the momentum of last year’s Stanley Cup Finals run, drew a crowd of 14,569 fans, or 85.1% of Jobing.com Arena’s capacity. A substantial jump like this could be seen as a sign of encouragement, with the attendance figure hinging perhaps only on the quality of the Coyotes’ opponent, but the Desert Dogs’ den being buried under a barrage of bright blue Canucks jerseys only exacerbates the problem. Phoenix’s next game, against the division-leading Dallas Stars on Saturday night, likely provided a more accurate barometer of the team’s attendance situation. With no holiday hangover to worry about, and without a marquee matchup involving one of the league’s top draws, only 10,036 fans sat and watched goaltender Mike Smith post his second shutout of the season. This figure of just less than 60% capacity appears to be the norm, despite the ‘Yotes strong and steady play for three years running. With a state-of-the-art arena beckoning from the commercial oasis of Westgate Center, and with a highly competitive and entertaining squad to cheer for, the question remains: why aren’t hockey fans in the Valley taking notice of the Coyotes resurgence?

I believe that fans around Phoenix have noticed the Coyotes revival and other factors have caused them to avoid attending games in person. After arriving in Phoenix to begin the 1996-97 season, the Coyotes called America West Arena (AWA) home and the team tried vainly to overcome the basketball venue’s non-hockey layout. The Coyotes’ initial efforts to attract desert dwellers to the ice rink were hindered by AWA’s obstructed view seating, which consisted of entire sections that were located directly above one offensive zone and only allowed partial vision of the game play. Despite this serious disadvantage, the Coyotes still managed to post respectable yearly attendance averages, drawing 15,604 fans to AWA in their inaugural season and posting 15,000+ averages for the next three years. Featuring a lineup filled with fan favorites like Jeremy Roenick, Keith Tkachuk, Rick Tocchet and Nikolai Khabibulin in those early years undoubtedly helped to boost attendance, but fans continued coming to AWA even after these stars departed. The Coyotes averaged 13,358 fans per game from during the 2000-01 and 2002-03 seasons, their last three full campaigns playing in downtown Phoenix. This number might not sound very high considering the 20,000+ capacity arenas which are home to more established NHL teams, but with AWA’s limited capacity of 16,000 the Desert Dogs were actually averaging an 84.6% attendance rate in a supposedly substandard venue. Nonetheless, a new managerial direction steered the Coyotes towards the greener pastures of Glendale and the suburb’s glittering new arena, shedding the team’s previously motley colors for the streamlined Sedona Red along the way. When you consider how quickly the Coyotes attendance situation has suffered since the move, Shane Doan and the boys may have been better served moving to Sedona instead.

Glendale is located nearly 20 miles from the Coyotes prior home in downtown Phoenix, which means those living in the Valley’s urban center are faced with a 30 minute drive in the best of conditions. With the usual congestion of rush hour traffic clogging the I-10 West every day after 5:00pm, that ½ hour commute to Jobing.com Arena is likely to double on game night. For hockey fans who call the city’s eastern suburbs of Mesa, Chandler or Gilbert home, driving to watch their favorite team battle it out on the ice typically requires 90 minutes on the road, and that’s just one way. With most Coyotes games beginning at 7:00pm local time and ending around 10:00pm, the majority of Valley residents must decide between getting home at midnight, or simply turning the game on TV and staying in. Judging by the 50% increase in ratings for ‘Yotes games on Fox Sports Net AZ, reported last year by Nielsen Media Research, and the steady decline in attendance at Jobing.com Arena since it opened, Phoenix sports fans are doing just that. The team averaged a distressing 11,989 fans per game during their thrilling 2009-2010 tour, one which saw a rag-tag collection of scrappy overachievers nearly topple the mighty Red Wings to claim the Coyotes’ first postseason series. When a downtrodden franchise finally rights the ship, garnering national acclaim from the hockey media as their Cinderella story shocks the NHL, while filling only 70% of its shiny new arena, it should be quite clear that abandoning AWA was not the brightest idea after all.

As a fan of the Phoenix Coyotes, how has the team’s move to Glendale affected your habits when it comes to attending games? Has the team’s increased distance from downtown deterred you from making the drive to Jobing.com Arena? These questions are increasingly relevant because the Coyotes’ have not yet repelled the rampant calls for their relocation. With doubts lingering around the team’s ownership status every day, critics who are unaware of Jobing.com Arena’s distance dilemma discount the likelihood of hockey thriving in Arizona simply because they refuse to believe in something seldom seen: Coyotes fans and a full house. This is why it has never been more important for true Coyotes fans to make it known that we are out here watching; that we are still cheering for our team proudly, defiantly and perhaps even desperately, because, after all, nobody believes in them either.

Five for Howling is a fan community that allows members to post their own thoughts and opinions on the Phoenix Coyotes and hockey in general. These views and thoughts may not be shared by the editor(s) of Five for Howling

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good read

I agree with some of your basic points regarding the shifts in attendance. I do, however, think that even with the commute issues the team can thrive in Glendale. Everything hinges on winning and stability though which have been nonexistent for this franchise over the past decade or so.

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by Jordan Ellel on Dec 3, 2011 5:24 PM MST via iPhone app reply actions  

I definitely think the team can thrive in Glendale as well...

The commute issues aren’t bad enough to sink the team’s chances entirely, but I do hope to see the organization reach out to fans somehow on this front. Maybe encourage people in Apache Junction or other far flung locales to attend games with $10 gas vouchers, carpooling discounts for groups, something along those lines. Even if we can get a thousand more fans to show up who wouldn’t make the drive ordinarily, our attendance figures would be more representative of our actual fan base.

by Jonathan Zaun on Dec 3, 2011 5:29 PM MST reply actions  

I agree with the overall point...

good read as well. I’ve made this argument (not so eloquently) in the past simply with my own case. The move did not impact me much from a distance standpoint based on where I live (basically 101 and 51), but the 101 West was terrible prior to about last month. I noticed the=at it only took me about 25 minutes in traffic with the new HOV lane open on the 101… Driving to downtown on the 51 was quite simple, and something I was willing to do on a regular basis, but the 101 was very irritating during rush hour. I would get home from work around 6, and find that I miss about half of the opening period by the time I reached the rink. I have to go home prior to the games (I have dogs), but even if it didn’t stop home it would take about an hour from my place of work, so all in all, it was not a fun drive.

Basically, I think the drive time is actually much better now that the freeway expanded, you will still see some brake lights on the way,. but atleast your average speed is over 25 mph now… I have made it to more games this year, and have been able to make it on time to each game this year as well. Not something I could say last year… I feel for the Mesa and Gilbert fans though, that would be awful…

by Gildo on Dec 5, 2011 4:31 PM MST reply actions  

I live in Gilbert so the drive is very annoying for me. I usually leave 3 hours early just to beat rush hour traffic. Although the bartenders at West Gate probably appreciate that.

by Dude, The on Dec 5, 2011 9:53 PM MST reply actions  

My attendance increased in Glendale....

over Phoenix, and I live in Gilbert. Anyone who says that the Coyotes should have never left US Airways Center NEVER SAT in the obstructed seats. The entire zone was only viewable on little TV monitors (twice defended by the Coyotes). US Airways Arena would not have been remodeled to accomodate hockey. Jobing.com Arena’s sightlines are great for hockey. There really isn’t a bad seat in the house and you have the open concourse where you can see the ice unlike US Airways.

I takes about an hour on Saturdays to get to Glendale from Gilbert (unless there is an accident). Also, Glendale parking is paid for in the ticket. You have to shell out another 12 bucks downtown to park.

The Saturday 6:00 p.m start times are great. Get out at 8:30 p.m. and hit the bars right afterwards. There really isn’t an excuse for small Saturday crowds. I do sympathize about the weekday night traffic. It’s tough fighting rush hour traffic across town, but it is a good excuse to leave work early…:) Because I can’t leave work early, I attend the Saturday nght games instead of on weekdays.

Above all, the product on the ice is MUCH better than in the AWA days. The players are more skilled overall, there is more depth on the bench, and the coaching is now top notch.

Getting good ownership of the franchise will be the key. The City of Glendale is likely the biggest stumbling block that could prevent the Coyotes from being successful in Glendale.

by EugeneN on Dec 8, 2011 9:59 AM MST reply actions  

Hey there EugeneN....

Thanks for the reasoned reply, I appreciate the comment. I watched many a Coyotes game at the old AWA, sitting in the obstructed view seats a few times as well, and I agree that from a viewing standpoint Jobing.com Arena is far superior. It was, after all, designed specifically to host hockey games. My point was not that the team should have stayed put, but that moving to Glendale in particular may have been a bad choice. I based this assertion on the sheer distance of Glendale from Phoenix proper, but I believe you have actually pointed out the real reason why Glendale may have been a mistake. Your conclusion that “The City of Glendale is likely the biggest stumbling block that could prevent the Coyotes from being successful in Glendale” is completely valid, which only makes me wonder even further if the team would have been better served by staying in Phoenix. Maybe an arena in Mesa, Scottsdale or Chandler would have worked?

by Jonathan Zaun on Dec 8, 2011 12:39 PM MST reply actions  

It may have worked, but it wasn’t going to happen in any of those places. The Los Arcos option was the best one, but the local residents didn’t want it.

In my opinion the best option would have been for Phoenix to have done their job and forced JC to build an arena that could have properly housed b-ball and hockey. The city lost tax revenue by letting JC do whatever he wanted when AWA was built.

Jonathan, we gotta get you using the ‘reply’ function. :-)

The Artist Formerly Known as CP2Devil.
Associate Editor at Five For Howling.

by Carl Putnam on Dec 8, 2011 3:16 PM MST up reply actions  

Haha, didn't even notice that, thanks for the heads-up

and don’t get me wrong, I love hitting up the Job for a Coyotes game any chance I get. Just thought it’d be fun to see how people feel, generally a new arena is universally applauded by the fan base, but in our case it may have had unintended consequences. Good to hear from fellow fans who actually live in the East Valley too

by Jonathan Zaun on Dec 8, 2011 3:43 PM MST up reply actions  

Chandler Guy

My wife and I have had season tickets from the beginning, and Roadrunners before that. We actually had both teams in 96-97, which was a lot of hockey. Our brick at Jobing.com com says “Hockey is Life”, so I guess we’re hooked on the game, eh!

We sat center ice behind the radio broadcasters at AWA so we didn’t have the sight-obstructed issue. But, I did sit up there for a period one game just to see what it was like, and it was awful. I recall them making it a party zone with bands, et. al., but expecting to fill that area with STH’s would be a huge stretch. Unfortunately, those with limited budgets would gravitate to those seats, but who would want to sit there? I expect many of them who could have become diehard, fanny in the seat fans stayed home and watched on TV. Probably many of them still watch on TV.

It came out during the Los Arcos debacle that 75% of the STH’s lived in the East Valley, which is why it would have made sense to put the arena there. If this was today, would the Pima or Gila River tribes be interested in constructing an arena? I bet they would, as it would be a wonderful companion to their outstanding respective casinos. But I digress…

We would have bought our two season tickets no matter where the new arena was located, as I generally left work early, drove home to pick up my wife, then off to the game, which was a lot of driving anyway. Glendale is better than Sun City, but I can’t say there are many other places in the Valley that would be a worse location for us.

We generally leave home around 5:45 for a 7PM game. Expectations are that I will arrive after my 37 mile drive at 6:30 – 6:40, but I rarely see the teams hit the ice for warmups, so 6:30 isn’t very often. Traffic is always unpredictable, especially the tunnel area (or the 17 south of downtown. During the week there is always a bottleneck at the stack, to the point that sometimes I will take Van Buren out to 43rd or 51st Ave just to avoid the stop-and-go frustration. An accident or a police car on the side of the road will always bring the action to a halt. Weather, rare as it might be, also slows everything down. My worst experience was a 2 hour drive where I missed the entire first period, and I’ve missed the start of several games. The drive home is always the same unless there is construction or an accident.

Does the drive really matter? Yes, it does. So does age, as we’re in our 60s, and frankly, some nights we’re too tired to make the drive, so we stay home. Were the arena closer I doubt we would ever stay home, but since we’re STH’s, the money is already spent. If we can’t make a game we generally give tickets to someone who will use them, hockey fan or not, hoping that they enjoy it so much that they’ll want to come back to see more games. I guess that’s our contribution to marketing the Yotes!

We enjoy the free parking, but it seems ridiculous to not be paying for parking. Not complaining, but couldn’t that be a revenue stream in a more team-favorable lease agreement? $10 would be fair I would say.

The arena is quite nice, what more can I say.

Being in a half full (optimist) arena is a complete bummer. The upper middles are usually pretty close to full, and the north uppers are usally okay at the very bottom and very top. I cannot see the south uppers. The middle lowers are so-so, as are the ends, but the price cutoff sections in the lower circles are always pretty full. What would I conclude from all this? The economy is definitely at play, and those who are die-hards are sitting upstairs in the best seats they can get. The more affluent and the corporate types are staying away, and this is exemplified by the number of empty suites.

Would getting a dedicated owner who pushed the marketing help? Gosh, I would think so. I completely understand those who choose not to get attached to the team (and to buy tickets) assuming they will be leaving. I get it so much that the thought has also entered my mind, though I did renew for this year and next. Do I think we will have the Yotes next year? I only hope so, but I have to admit that as each day goes by, I feel less and less hopeful. We are way beyond fan support in the seats being the saving grace, as a good owner is the only way to eventually get the attendance up to near capacity.

Without rehashing the legal mess, I condemn Goldwater for what they did, but I also condemn the CoG for not forcing GW to actually put their proposed lawsuit into a court of law. I would also hazard a guess that Westgate would go pretty much dark without the Yotes, so CoG, have you actually done an economic analysis of team vs. no team? Common knowledge says that the current lease agreement is pretty stiffling to a deal (with anyone) getting done, so why not loosen the terms to where the CoG breaks even or still makes some small profit? The NHL could also lower their asking price by $43.5MM, which would amount to $1.5MM per each of the 29 teams.

Gee, I just mentioned the NHL! I would recommend that if Gary Bettman ever gets introduced in our building ever again that he be given the loudest standing ovation in the history of sports. This man has done above-and-beyond to keep our team here, and should it all work out, deserves our collective thanks. Gee, and I never thought I would ever compliment the guy, but I just did. Yeah, scheduling us for the All Star Game in the year of the strike (and not giving it back 2 years later) stunk to the high heavens… yes it did.

That’s about it, as I typed a whole lot more than I intended when I started this, but there is a certain passion that exists for our team in many of us, and for sure those who follow the blogs. Just wind us up and off we go……….

Go Yotes!

by WiseOldFool on Dec 9, 2011 1:26 PM MST reply actions  

Yes it has

I absolutely think that the move to Glendale has hurt attendance and the possibility that the Yotes will be able to make it in the valley. As a season ticket holder living in Chandler, it takes a lot of dedication to be able to make every weeknight game, which is pretty rare in the general population of sports fans in the valley. When the arena was built, they knew the majority of hockey fans were in the east valley and were hoping to attract enough of them to keep the team afloat until the west valley population grew to a point where they could support the team as well. I remember infomercials targeted at east valley fans where f’n Chris Gratton (sorry, still bitter about Briere) was doing the “15 minute” drive from downtown to Gdale to show how “close” it was. I’m not sure of the current breakdown in STH’s between east and west valley, but the recession definitely hampered the swell in west valley $ and fans, and so they’re still in a place where they are depending on a lot of fans being willing to spend that much time in traffic to make the games.
I think above all else, the move to Glendale really hurt the potential for walk up ticket sales. I can’t help but wonder how many ASU students we could get to fill the empty seats with the $10 game day ticket promotion if the arena were at or near Los Arcos. I know they had this promotion for a while in Glendale, but again, not worth the drive for a fringe fan. While these cheap tix would not dramatically improve the bottom line, it would help improve the atmosphere in the arena as filled seats are a lot louder than empty ones, which would make the experience more fun and could translate into more passion among prospective season ticket holders. Unfortunately, it’s all water under the bridge at this point, so here’s hoping a new ownership group can navigate the backwards world of Gdale politics and spark some new interest across the entire valley for the best team in town!

by phxcoyotes09 on Dec 21, 2011 11:22 AM MST reply actions  

Thanks for the thoughtful response....

Discussions like this are needed because when the Coyotes finally secure their place in Glendale, the team’s ownership should be aware of the Glendale/Phoenix situation. Promotions like the ones you mentioned, especially targeting the boisterous, open minded ASU and college crowd, will be essential to assuring the long term growth of the franchise in Glendale. Even when the economy recovers, fans like you who reside on the other end of the Valley will still need an incentive to invest their time, gasoline and money into a trip westward.

by Jonathan Zaun on Dec 22, 2011 5:45 PM MST up reply actions  

Well said Jonathan...The Glendale location restricts our attendance, bring'm back to PHX

…couldn’t have been said better Jonathan. A demographic study was ignored, and a poor business decision acted upon. Glendale is too far from civilization…..for football yes, not hockey.

The Ice Den is in Scottsdale for a reason. Why no shuttle buses from there?

by strickly on Feb 26, 2012 12:25 PM MST up reply actions  

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