Still on their honeymoon: a five year case study of an American Hockey League team and the reasons for their continued success
by Kimberly L. Bogle, Douglas D. Blais, Jeff Eisenberg
International Journal of Sport Management and Marketing (IJSMM), Vol. 5, No. 1/2, 2009

Abstract: Previous research has indicated that there is a 'honeymoon effect' for teams moving into a new stadium where substantial attendance gains are recognised during the first one to three years. Research also indicates that the same effect is realised for teams new to a city. This case study examines an American Hockey League (AHL) team that five years ago relocated to a new arena in a new city. Surveys totalling 4187 were administered over the five-year period and analysed along with in-depth interviews with senior management to define and characterise the fan base. Two major categories of fans, the hockey fan and entertainment seeker are introduced and analysed along with the 10 major points of relevance which have allowed the team to extend the honeymoon effect beyond the first three years of operation.

Online publication date: Mon, 01-Dec-2008

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