The Puck and the Profit

Hockey's Return Smoothes Over Seasonal Sales for Operators

    Much of America was in awe when professional hockey historically took a hiatus last year before the season ended, but as late 2005 witnessed its return, that awe turned to relief — and for good reason. No longer a sport relegated in major popularity to the Midwest and Northeast, the NHL, much like NASCAR, has become a full-fledged financial boon to sports bar operators as it proliferates across the United States. For those still in disbelief as to the profit power of the puck, this month’s NTN Report puts revenues from the rink in perspective.

Timing is Everything
    Whether hockey is watched on televisions at the bar or it is spectated live by fans, whether it is professional or minor league action –– people will be participating. If made aware of your love of the game, fans will be at your place –– before, during and after a game. To attest to this, a whopping 48 percent of NTN poll respondents say if they have tickets to a game, they still will be most likely to go to a bar before and after it. Knowing this, perhaps a pre- and post-game special can be created for those who do both. Thirty percent of men and women say they prefer to go out after a game, so an example of a solid promotion could be a free drink or an appetizer special for anyone who brings in their ticket stub from that night’s match-up. The lowest percentage of respondents, 22 percent, say they like to hit the bar before the first puck is dropped, but still this is encouraging for operators. Theoretically, by the report’s numbers, more than 520 people out of a possible 2,383 will be looking for somewhere to go before they venture to their game seats. Why not cater to that crowd?

Out on the Town
    Also encouraging to operators, is the percentage of games people report watching in a bar environment. More than half of the men and women polled, 55 percent, say they typically watch 10-25 percent of a season’s hockey games at the bar. With 2,342 respondents, this still translates into more than a thousand people on any given hockey night who might be in your area, ready to socially spectate. Another 400-plus people (18 percent) say they watch anywhere from 26-51 percent of games while out of the home or the arena. And, while only 13 percent report catching between 52 and 75 percent of the action while out, an encouraging 14 percent say they are at the bar for hockey 76 to 100 percent of the time.

Yes Versus No
    Lastly, NTN and Nightclub & Bar asked poll participants if they are inclined to watch teams outside of their local area at a bar. Which answer was forced to hit the penalty box? Sports bar operators will be pleased to note that roughly 60 percent of people report that they do watch teams –– other than their hometown favorites –– at the bar. Forty percent say they don’t, but no worries there. Creative promotions always can entice them to change their perspectives, or if not, still more than half will be downing pints –– and earning you profits –– while the puck flies. NCB