Hockey fans in Quebec have reason to be angry when they see the situation in Winnipeg.
How is it that a city like Winnipeg, which is “lucky” to have an NHL team, struggles so much to fill its arena?
We’re talking about the best team in the NHL which is having a historic start to the season.
Meanwhile, the Videotron Center remains desperately empty, and the Nordiques remain an unattainable dream.
The situation of the Winnipeg Jets is not only worrying, but it also serves as a reminder of the extent to which the NHL has never been synonymous with fairness for Quebec City.
Despite an honorable performance on the ice, the Jets were unable to fill the 15,225 seats at the Canada Life Centre.
During the first nine games this season, a 15.9% increase in attendance was recorded, but we are still talking about an average of 13,764 spectators, or 90.4% of capacity. For such a fragile market, these figures are alarming.
The main problem? A dramatic drop in season tickets. Having gone from 13,000 to only 8,500 in three seasons, these figures worry not only the leaders of the Jets, but also the NHL. Mark Chipman, president of True North Sports & Entertainment, recently admitted that this situation is not sustainable in the long term.
The pandemic has left its after-effects, but other factors, such as constant increases in the cost of tickets, are also helping to keep fans away.
Winnipeg is a city where the passion for hockey is undeniable, but economic realities weigh heavily.
Property taxes, rising gas prices and inflation on basic products are pushing citizens to prioritize the essentials.
“I’d rather put food on the table than go see millionaires on ice cream”confides a supporter disappointed with the ticket prices.
Mathieu Perreault, former Jets player, sums up the problem well:
“It’s a city that’s passionate about hockey, but the financial means don’t keep up. The fans are there, but they don’t all have the money to buy tickets. »
For hockey fans in Quebec, the Jets’ situation is seen as an injustice. As Winnipeg struggles to keep its team afloat, the Videotron Center remains an attractive, modern and team-ready option.
With a base of passionate supporters and a more solid purchasing power than in Winnipeg, Quebec appears to be an obvious solution.
Gary Bettman, however, appears hesitant to add a new Canadian team or move the Jets to a more financially stable city.
But how long can the league ignore the numbers? Quebec could well find itself at the heart of the discussions if Winnipeg does not quickly remedy the situation.
But if we’re honest, it’s clear that Houston will have priority to stay in the West. Atlanta will also come well ahead of Quebec if there is to be a realignment of the conferences.
Meanwhile, in Montreal, even in the darkest years of their recent history, the Montreal Canadiens fill the Bell Center.
With 21,105 seats sold for the first nine games of the season, fans continue to show unwavering support.
This contrast with Winnipeg further demonstrates the importance of valuing strong and loyal markets. In Quebec, it would always be full too.
The current situation in Winnipeg is critical. If the stands continue to empty, the Jets move could become a reality.
For hockey fans in Quebec, it’s a meager glimmer of hope in a dream that has been crumbling for decades.
But for the NHL, seeing a Canadian team in financial difficulty is an embarrassing failure.
One thing is certain: the Jets will have to find solutions quickly, otherwise discussions about their relocation will take on a magnitude that will be impossible to ignore.
For Quebec, hope is reborn a little, even if the path towards a return of the Nordiques remains almost impossible.
One thing is certain: seeing that the Jets attract barely 13,000 spectators with such a good team drives the point home in the hearts of Nordiques fans.
So unfair.
Upon closer analysis, it appears that the Winnipeg Jets’ challenges go well beyond raw attendance numbers.
According to Mark Chipman, president of True North Sports & Entertainment, the Jets’ business model was originally based on collective and spontaneous enthusiasm.
When they returned in 2011, fans responded to the call with unprecedented enthusiasm: 13,000 subscriptions sold in just 17 minutes. However, this momentum has petered out.
Chipman admits a major strategic error:
“We have ignored the potential of corporate subscriptions for too long. For years, our customer base consisted of 85% individual consumer groups. Today, these groups no longer renew as before, and we must reinvent our approach. »
The finding is alarming. Last February, Chipman said:
“If we do not find these 13,000 subscriptions, our model will not be viable. It’s a difficult reality to accept, but it’s the truth. »
Another major difficulty lies in the current economic context. In Winnipeg, the purchasing power of fans is strongly affected by inflation and tax increases. A supporter, interviewed by The Athletic, expressed his dismay:
“Property taxes have skyrocketed, food costs a fortune, and now we’re being asked to pay even more to see a team that hasn’t even made it past the second round of the playoffs in over a decade. It’s too much. »
This economic issue is not unique to Winnipeg, but in a working-class city like this, where local businesses are also struggling to thrive, the impact is particularly evident.
The numbers speak for themselves: corporate subscriptions represent only 15% of total sales, a percentage well below that of other NHL markets.
Mathieu Perreault, former Jets player, sums up the situation with disarming frankness:
“Winnipeg is a passionate hockey city, but at some point, economic reality catches up with everyone. Fans can’t carry everything on their shoulders. »
True North Sports & Entertainment is nevertheless trying to react. The management recently launched an awareness campaign entitled Ensemblea strong call for community solidarity. Mark Chipman explained it this way:
“Our commitment to keeping the Jets in Winnipeg is total, but it requires a collective effort. Everyone must do their part, whether businesses or amateurs. We must reinvent ourselves to maintain our place here. »
The Jets president also admitted that the pandemic has amplified the challenges:
“The health restrictions have created a rift with our supporters. It is difficult to regain trust and commitment after such a period. »
Part of their strategy now relies on improving the experience at Canada Life Centre, but criticism of this abounds.
Several fans complain about excessive prices for food concessions and an atmosphere that they consider unexciting. One disillusioned supporter even declared:
“They want me to pay thousands of dollars for a membership and then spend hundreds more on hot dogs and lukewarm beers? It’s not realistic. »
The NHL is monitoring the situation very closely. Chipman acknowledged that the league was asking tough questions about the team’s future:
“They want to know what’s going on. They observe our figures, and they ask us to account. We know the pressure is enormous. »
If Winnipeg fails to turn things around quickly, the question of relocation will become inevitable. For Quebec, this represents a unique opportunity to revive the dream of the Nordiques.
Or probably another chance to get your heart broken.
Gary Bettman remains as cold as ever about adding or moving a Canadian team, and it will take impossible pressure to reverse this trend.
Yet the collapse of the Jets’ business model sends a clear message: Winnipeg is on shaky ground. Hockey, to survive, must be played in strong markets. And in this race against time, Quebec would be the best solution.
Too bad Bettman is so narrow-minded…and also blind…
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