I understand. Teams have to rebuild. The salary cap has changed the game. One would think that a team would have some foresight and get some creative marketing to keep the fans coming, or at the very least interested. No so for us Avalanche fans. Below you will find the letter I sent to the Avalanche (complaints are not welcome in the Avalanche organization and the only email on their or the Pepsi Center website is ‘webmaster@pepsicenter.com’ and it specifies that that it is for tech issues only – all other correspondence is directed to – get this – snail mail!).

Screen shot of the Avs website’s “Contact Us” page as seen on July 18, 2009 (click the image above to see full size).

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Dear Colorado Avalanche,

It is with a touch of sadness (yet more frustration) that I write this letter.  We are wishing to rescind our initial 2nd set set of season tickets, the ones that were to be located in the “Avaholic” section.  Although it is quite a deal, we feel that we can’t invest any additional money in an organization that quite frankly does very little, if anything, for its fans.  For now, we are going to hold on to our current season tickets, although at this point we are uncertain as to what we will ultimately decide as we approach the beginning of the season.

My husband and I are long time hockey fans.  We come from families whom had season tickets for the original NHL team here in Denver, the Colorado Rockies.  We have been season ticket holders for almost 10 years, and since the inception of the team, before our incomes would allow for full season tickets, we were 14 game holders, our total investment equaling thousands of dollars. We love the team and the sport, yet the attention given to fans in Colorado is one of the poorest in the league.

Several times a year we travel to other cities to see the Avs.  Each time, we’ve had an experience that far exceeds any we have had in Colorado.  From San Jose to Atlanta, L.A. to Boston, Dallas to Calgary, and may others between we have seen organizations that care about their fans.

Little things such as allowing fans to go to the lower level and sit by the glass to take pictures or cheer on the team during game warm-ups are allowed everywhere we have been – except Colorado.  In fact, one is not even allowed to go sit by the glass with lower level tickets, unless you are going to sit in your assigned section.  Practices are much the same, with no access to the glass.  Instead, fans are forced to sit in the stands, obstructed by netting.  We have been told this is a liability, yet I can name at least a dozen venues I’ve watched practice at the past two years and not a single one denied fans the chance to watch from the glass.  Even in this years rookie camp, we were not allowed to watch from downstairs by the ice.

Other examples abound.  Special events for season ticket holders and other fans are nearly non-existent.  Go to other cities and you will find charity events such as casino nights where one can interact with the players.   Even a huge market team such as the New York Rangers has such events. Yet in Colorado, there almost nothing, save for a fashion show where players are highly protected from the constituents. Game promotions are few and far between, and the quality just isn’t what it is in other cities. I would be happy to expand on the above issues to any interested party.

Pierre Lacroix has asked the fans to be patient while he rebuilds the team, yet what incentive do we have to be loyal?  Sometimes, promises of a good team just aren’t enough.   Look at a team like the Washington Capitals, whose organization even in tough times has marketed the team to the fans and made them feel like the team truly is theirs.  Various programs, promotions, and simple access to the team (something that costs nothing), has lifted the team to new heights and was well on its way even before the arrival of Alexander Ovechkin.

I have considered writing this letter many times throughout the past few years, and have finally reached the point where our concerns should be heard.  In times of such economic strife, why should anyone spend their hard earned money on a team that quite frankly, has shown they care very little about us.  And, in a city where the economy is actually much more favorable than most other cities in North America, the already pathetic attendance supports our concerns.

Thank you for your time, and we wish the team better times in the future.

Not that getting to the event was without issue. Apparently, the ticket coordinator for the event took a three-week vacation a month before the event and fans that called the number advertised for the event had to leave voice mail. But I digress.

Traditionally, each NHL team has held an annual charity event that allows fans to come interact with their favorite players. However, the term “interact” is used loosely. The amount of access one has to these players varies by team. Some teams charge an arm and a leg and while the notion of the proceeds going to charity is certainly commendable (and having a chance to write off the event on ones tax return), one can’t help but wonder if the high price is intended to keep the event just out of reach of your average fan. Not-so-coincidentally, these are also the organizations that give you 10 seconds twice in the event (if you’re lucky) to give your table’s designated “player waiter” to suffice as player “interaction.”

Living in Colorado, I have never been tempted to spend $250 for the charity brunch the Avalanche organization holds each year. From speaking with former attendees, I have gleaned that your meal is served by a less popular player and are lucky if he has time to say more than “hello” and sign a program. Big name players are explicitly shielded from the (cough) average fan, merely speaking to the audience from the stage.  Oh yeah, there is that fashion show (and if you don’t have Sean Avery on your team, how exciting can it be?)

Not at the Atlanta Thrashers Casino Night. No, for $200 you get 3 + hours of full access to all the players whom are held prisoner by their respective poker tables, an open bar, and delightful appetizers and pastries (that is, if you’re not too busy ingratiating yourself with the players and actually have time to eat). And really, if you’re a diehard fan of that team, it’s the least the organization can do.

Young puckbunny looking to chat up the new guy? This is your gig. Cougar who just wants to sit and stare at Bryan Little all night while your wealthy husband chums around with Garnet Exelby? You’ve come to the right place! Fellow hockey player who wants to gab with her (new) favorite defenseman, Tobias Enstrom? Much obliged. Long-time fan wanting a picture with his man-crush Ilya Kovalchuk? The new captain will be more than happy to indulge you. Best of all, if Slava Kozlov is your hero, butter him up with a bit of Russian and a pinch of fawning and the usually reserved legend will give you a big smile.  And let’s not forget — it’s all for a great cause!

Yes, this fabulous event was enjoyed by all and has made this goddess into a new Thrashers fan. The only negative comment I can offer is that it could have been better attended with a bit better coordination by the organization, which is seemingly lacking in the marketing department. But, that topic is reserved for another post, coming in the near future.

Congratulations, Thrashers. You now have a new fan in Colorado!

Lesson One: Fans attending practice generates interest and buzz for the team.  People who go to practice tell their friends “I saw Darcy Tucker today at practice doing …”  whatever.  It’s irrelevant, but people will tell their friends about the funny or cool thing that happened at practice.  Or show their pictures to their friends.  Or post it on a photo sharing site or message board, where people will get excited, not just about the Avalanche, but hockey in general — and that’s a good thing!   Treating fans like they are nuisances is going to have a similar effect, only negative.  “Some guy basically kicked me out of practice today” or “I went to take goalie mask pictures for my collection, but I didn’t get any shots — they wouldn’t let me!”   Not good buzz or PR at all.

So far I have been very disappointed with the Colorado Avalanche.  They won’t allow attendees to go down to the lower levels to watch warmups before the game.  Why?  Goddess Sasha (an Avs season ticket holder, by the way) witnessed an entire team of youth hockey players from Saskatchewan being told they could not watch the Edmonton Oilers warming up because they did not have lower level seats.  That’s not right!

Lesson Two: Young people grow up to be old people with money — why alienate your future customers?  Why make your city and your team look bad by treating customers — yes customers — this way?   Without the fans, all you have is a bunch of grownups playing a kids’ game.

Boo Avalanche marketing team!