Is it cold outside? Come see the Rats play inside

by Marc Viquez
Published on February 5, 2009 under American Hockey League (AHL)
Albany River Rats


The Times Union Center in Albany, N.Y., is an interesting place to gather the gang for a hockey game, but somehow seems lonesome in the desolate downtown in late December; after all, freezing temperatures and cumulating snow fall makes staying home a viable option this time of year.

The Albany River Rats (affiliate of the Carolina Hurricanes) of the American Hockey League would beg to differ as they offer an array of options to lure patrons through the halls of their cavernous facility.

"Without question, the biggest [challenge] is ambiance," said River Rats VP of Marketing Jonathan Scherzer. "The curtaining system is in place for most events but we have addressed the ambiance with ancillary activities and entertainment."

The Times Union Center was built as an entertainment hub for the Capital Region of New York in 1990 and almost twenty-years later the 17,500-seat facility seems too vast for minor league hockey. The sheer size can be a blessing at times when fans of over 10,000 swell into the building, but the team is averaging 3,369 fans a game this season.

The curtaining system in place cuts off upper level seating in the building, providing fans to witness the games up close in the lower bowl. The sightlines for hockey games are great, but what if you are not a huge hockey fan?

The Rats have dispatched a dance team, the Total Tan Ice Mice and Rude-e to elicit excitement throughout the hollow halls of the arena. Rude-e is an interesting character: he is a villainess rodent who stirs up interest among the fans by insulting them in lieu of the traditional wave or cheer. The Ice Mice are nine dancers who perform at most weekend games.

"Our typical, returning patron is definitely a big hockey fan, but the games that are the most successful and bring the biggest crowds are games tailored for families," added Scherzer.

Minor league hockey (along with minor league baseball and indoor football) have to compete for the family dollar; it is not simple just to pluck down a minor league team and expect folks to visit on the basis of just seeing a game (a recent ECHL game in Las Vegas had convict night with both teams decked in prison garb and the referees in police uniforms).

Then again, what about the fan whose only interest is to watch future Hurricanes play before they are called up to the National Hockey League: no funny gimmicks, loud music or annoying promotions?

I think this type of fan is being outdistanced by the families and non traditional fans that are out for an evening of affordable entertainment and not a hockey game. The River Rats are making sure that these groups of fans are accommodated at the arena.

Albany River Rats"As for the entertainment aspects of what has worked [for us], cartoons characters really appeal to our family base of fans. We had The Dark Knight in earlier this year and that was well received; plus, we have Spongebob and Dora scheduled for later this season," added Scherzer who lists his favorite promotion as the concourse carnival, it includes fifteen carnival games throughout the concourse. "It is really interactive and makes the intermissions go faster for the fans so they can get back to the game action excited"

Single game tickets range from $13-17, a common price throughout the league, but are a little bit higher when compared to AAA baseball. Scherzer added that there were 350 redemptions from a local supermarket, Price Chopper, promotion that offered a two dollar discount off each ticket.

The team has also employed one dollar hot dogs on Friday nights, Guys Night Out and free Wendy's Chili for three goals scored in one game for all fans in attendance.

The team has had a few other promotions that were not brought back this season; most notably, the Hooray for Hollywood promo that included Oscar statues, red carpets, movie passes and clips.

"That was cost effective but did not swing the revenue enough, so we are going to hold off this season and see if it is missed, added Scherzer.

The wind might be cracking outside and the snow piling up by the inches, but it is that time of year to enjoy minor league hockey. The Times Union Center is not as flashy as some of its counterparts in the AHL, but perhaps there is a certain promotion that will help someone brave the outside cold and witness a game downtown.

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American Hockey League Stories from February 5, 2009


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