Creating Customer Value in Minor League Hockey: A Comprehensive Guide for the ECHL, AHL and Beyond

Creating customer value outside of the National Hockey League (NHL) can be a challenging endeavor for minor league hockey teams, such as those in the ECHL Inc. and American Hockey League However, with innovative strategies and a focus on delivering a unique experience, these organizations can generate value and attract dedicated fans. In this article, we will explore the various components of creating customer value, best practices, and examples of how minor league hockey teams can apply these concepts to foster fan loyalty and increase revenue.

Understanding Customer Value

Customer value refers to the perceived benefits that a customer receives in exchange for the costs of a product or service. In the context of minor league hockey, customer value is the overall experience fans enjoy during a game and the emotional connection they develop with the team. To create value, hockey organizations must focus on the following components:

a. Product/Service Quality: Ensuring that fans receive a high-quality hockey experience, both on and off the ice.

b. Price: Offering ticket prices that reflect the level of play and entertainment provided.

c. Convenience: Making it easy for fans to access games, purchase tickets, and engage with the team.

d. Emotional Connection: Fostering a sense of belonging and loyalty among fans through effective branding and community engagement.

Best Practices for Creating Customer Value

a. Enhance the Game Experience

Offer high-quality, competitive hockey: Teams should focus on engaging and entertaining hockey to the best of their ability with access to the player pool.

Create a unique and entertaining atmosphere: In-game entertainment, such as music, contests, and mascot interactions, can add value to the overall experience and keep fans coming back for more.

Invest in fan amenities: Comfortable seating, clean facilities, and a variety of food and beverage options can enhance the fan experience.

b. Implement Strategic Pricing

Offer tiered pricing options: Providing fans with a range of ticket prices allows them to choose the option that best fits their budget.

Create special promotions and discounts: Offering discounted tickets for families, students, or military personnel can attract new fans and reward loyal supporters.

Develop season ticket packages and loyalty programs: By offering season ticket packages or loyalty programs, teams can encourage repeat attendance and reward long-term fans with exclusive benefits and discounts.

c. Emphasize Convenience

Utilize user-friendly ticketing platforms: Simplifying the ticket purchasing process with easy-to-use online platforms can make it more convenient for fans to attend games.

Offer flexible scheduling: Schedule games on different days and times to accommodate a variety of fan schedules, including weekends and evenings for working fans.

Enhance digital engagement: Develop an engaging online presence through social media, mobile apps, and a user-friendly website to keep fans connected and informed.

d. Cultivate an Emotional Connection

Build a strong brand identity: Develop a unique team identity that resonates with the local community and encourages fans to embrace the team as their own.

Engage in community outreach: Actively participate in community events and support local causes to demonstrate the team's commitment to its fans and the community as a whole.

Encourage fan interaction: Create opportunities for fans to interact with players, coaches, and staff, both in-person and online, to strengthen the bond between the team and its supporters.

Examples of Success

a. Toledo Walleye (ECHL): The Walleye have successfully created customer value through a unique game-day experience that includes theme nights, a vibrant mascot, and interactive fan events. Their commitment to community outreach and involvement has also helped build a loyal fan base.

b. Rapid City Rush (ECHL): The Rush have created value through strategic pricing, offering affordable ticket options for families and special promotions throughout the season. They have also engaged in community outreach, fostering a strong connection between the team and the local community.

Conclusion

Creating customer value is essential for minor league hockey organizations, such as those in the ECHL, to compete for fan attention and support. By focusing on the components of customer value, implementing best practices, and learning from successful examples, these teams can enhance the fan experience, foster loyalty, and ultimately, achieve long-term success.

About the Author

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Jonathan Paul is an accomplished attorney, a Michigan Ross Executive MBA graduate, a former prosecutor, a certified executive coach, and a leader in the hockey world. Jonathan is a trusted advisor and mentor to hockey players, coaches, and organizations. Jonathan is the author of?The Power Play of Positivity: Unleashing Success in Hockey Leadership,?available on Amazon -?https://a.co/d/9dZNGxM