The current fiscal environment in North America is at arguably its worst elongated point since the late-2000s. Be it for political, inflationary, or just plain economical reasons, money is harder to come by now for the non-wealthy. And for several NHL teams, including the Edmonton Oilers, that’s being seen at the box office.
Trouble was already a-brewin’ when the Vegas Golden Knights, they of famously never not selling out a game, saw that sellout streak finally end. Teams such as the Chicago Blackhawks, who recently reacquired franchise icon Patrick Kane, are struggling mightily. And for the first time since the COVID-19 era, the Oilers are also starting to see regular non-sellouts.
Unlike with Chicago, however, Edmonton’s woes aren’t because the team is down bad. And they’re not all natural, either, by any means. A lot of blame can be placed right at the feet of this team’s leadership, and rightfully should be.
Costs way too high for a blue-collar market like this one
There’s a very notable elephant in the room that will be addressed as a reason. However, we’ll save that for the next paragraph because, accept it or not, it’s not the primary reason. The biggest cause for attendance declining, as anyone would logically conclude, is financial.
Perhaps this observer is guilty of being too nice by starting critique off with acknowledgement. Oilers Entertainment Group is far from the worst owners in the league, and Daryl Katz is the reason the Oilers’ long-term residency in Edmonton remains secure. But in recent years, there is a clear element of greed that permeates many facets of Rogers Place.
With season tickets, for example, there are the affordable very pale-blue sections, but those are arguably the worst in the arena. For better seats in even the upper deck, it’s setting an individual back roughly $100 a game at minimum. And unless the opponent is a marquee one like the Toronto Maple “It’s Always About The” Leafs, very few a person will pay that much through resale for that ticket.
Then there’s the menu prices at concession stands. Even back in 2022, the prices were being ridiculed by many hockey fans. And it’s safe to say those hadn’t come down when the puck dropped on this current season.
One high cost is whatever, two is not good, plenty is a bad trend
Take the Edmonton Elks for example, whose current name has now earned football’s respect. Even for the West Final of all games, the first one here since before Rogers Place opened, ticket prices are being kept low. Parking costs aren’t much because stadium arrival is funneled through transit. Concession prices may still be a touch higher than we were used to, but they’re not over-the-top.
To go to an Oilers game, at least on the tickets and concessions counts, you’re paying well over $100 per person even if you go frugal. The cost only goes up if you’re unlucky on the parking front. $100 for that upcoming Elks playoff game can give two people the full experience.
Yes, the Canadian Football League is not the same as the National Hockey League. No, that does not mean the NHL game should cost a person at least three times what it costs for a CFL playoff game—three times the CFL cost. That’s the clearest stat to indicate how overpriced hockey games have become.
Now, the economy is also a factor, and there have been responses to the high costs. We shall get back to those in a moment. But avarice is not the only path that has led to attendance issues.
The Edmonton Oilers cannot keep being the NHL’s deep-cleaner
Every franchise, at some point, acquires a character the fans aren’t going to be on board with. However, to do it repeatedly, and with the individual’s past deeds being increasingly harder to accept, is an undesirable trend. And in the past decade-plus, it’s started to feel like the front office doesn’t understand that concept.
Alex Formenton was one of the five players that stood trial for the accused crimes involving the 2018 World Juniors roster of Team Canada. Ultimately, none were convicted. Now, “not convicted” does not equal total innocence, or more explicitly, “acted properly throughout.” Formenton’s character is still allowed to be scrutinized and judged by fans, and if those fans wish to withhold material support for the team, it is very much their prerogative.
It was already not a great look to have acquired Zack Kassian, Brandon Manning, Evander Kane, and Corey Perry since 2015. Their misdeeds weren’t as significant, though, and all but Manning redeemed themselves through on-ice play, with Kane also doing so in the community. Formenton has just two points in his last eight games. If his game does not solidify itself on the fourth line, he might wind up in the press box, enjoying the expensive concession food.
The staff hires, too, can’t be overlooked
None of that gets into the decisions to hire Stan Bowman or Mike Babcock. Those two names also carry not-insignificant baggage with them. Bowman was part of the Blackhawks front office that mishandled the Kyle Beach situation in 2010, and Babcock’s character has been criticized a lot in the hockey world.
Bowman has done extensive work to improve as a person and a leader following the 2010 Blackhawks scandal. And Babcock was, by all accounts, explicitly chosen by Connor McDavid and company. So the onus falls on the players quite a bit there. And so far, both men have come across as solid characters in their time in Edmonton.
All this is to say, at some point the franchise has to realize they are not obligated to sign every individual. Second chances are important, and this observer strongly believes in them. But this is a 32-team league, and it should not always be the Oilers’ job to redeem people with a checkered past. There are very worthy candidates out there who won’t draw such an outsized reaction if signed.
The economy does suck, but do more than $10 price tags
Now, the organization has already begun to address the affordability concerns, to some degree. In honour of the tenth anniversary of Rogers Place’s opening, they are offering burgers, parking, and t-shirts for $10 a piece. It’s not perfect, but it’s better than doing completely nothing.
Even with these deals in effect, attendance at last night’s game, a Battle of Alberta no less, was only 17,032. That is a message from the fanbase that simple $10 deals aren’t going to magically solve affordability woes. The Oilers must go further for their next homestand.
One place to start would be looking at expanding ticket discounts. There’s currently a “Student Rush” program allowing college students access to discounted upper-bowl tickets. Try something similar, but in the hour or two, or three, before game time. Offer $50 last-minute ticket deals, either through the team’s app or at the box office in Ford Hall.
Furthermore, do a full evaluation of prices across the board ahead of next season. And try to be more considerate with personnel signings and trade acquisitions next offseason. These issues are solvable; how much they will be solved, however, depends on the actions the franchise takes moving forward.
Photo by Curtis Comeau/Icon Sportswire
