Date of Publication

Winter 12-11-2014

Document Type

Undergraduate Project

Professor's Name

Katharine Burakowski


This research looked at attendance capacity for traditional and non-traditional hockey markets. The aim was to attempt to determine the extent the attendance capacities differed between the two markets. Previously, there had not been any quantitative analyses done comparing traditional and non-traditional hockey markets so this study aimed to add new knowledge to that area. The National Hockey League (NHL) grapples with the validity of some of the current markets, with many observers calling for some teams to relocate to new markets. This research aimed to attempt to determine how justified those criticisms were.

Kim, Trail, & Magnusen (2013) have previously correlated fan identity to attendance motivation, but not in hockey. Attendance figures were compiled for the 2005 through 2011 seasons including pre and post All-Star Break. Also compiled were wins, goals scored, goals allowed, and fighting majors to attempt to find predictors of attendance. A stratified sample was used, dividing the teams into the two previously discussed markets. An F Test for ANOVA was run to find a statistical difference in attendance capacities for traditional markets versus non-traditional markets. Additionally, an Independent T-Test was run to find post All-Star Break attendances were significantly higher than pre All-Star Break attendances. Finally, a multiple regression determined none of the above variables were good indicators of attendance. This study laid groundwork for quantitative analysis to compare NHL markets but further studies need to be done to integrate fan identity.