Despite poor record, Coyotes trending up in attendance, other figures

Despite having gotten off to the worst 41-game start in franchise history since the team moved to Arizona, the Coyotes are actually trending positive in a number of statistics including attendance, merchandise sales and TV ratings.

For an organization that’s dealt with its fair share of legal strife, relocation rumors and a subpar on-ice product in recent years, the Coyotes are nonetheless “excited” about the direction of their franchise and what it means for the future of hockey in the Valley.

Through the first 18 home games at Gila River Arena, the team’s attendance was up 5 percent from the same time last season and their group ticket sales ranked in the NHL’s top six, according to the Coyotes.

Team President and CEO Steve Patterson said he was encouraged by the increased statistics this season to date.

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“We’re pleased to see positive indicators even given we haven’t won as many games as we would’ve liked,” Patterson said. “We have a passionate fan base here for hockey, and now we’re starting to see some improved success.”

Still, entering Wednesday, the Coyotes ranked just 29th out of 31 teams in average attendance (13,124) ahead of only the Carolina Hurricanes and New York Islanders. Their total attendance (262,480) was ahead of the Hurricanes, Islanders and Florida Panthers.

NHL TOP FIVE ATTENDANCE

Chicago (21,624)

Montreal (21,302)

Detroit (19,515)

Philadelphia (19,395)

Toronto (19,260)

NHL BOTTOM FIVE ATTENDANCE

NY Islanders (12,041)

Carolina (12,494)

Arizona (13,124)

Florida (13,242)

Colorado (14,981)

And while the Coyotes have long held a tumultuous relationship with the City of Glendale and have expressed on multiple occasions their desire to find a new home in the Valley, Patterson said the team has also invested in “getting our own house in order” this season.

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“When we get to the point of having something to say (about the arena search), we will say it,” he said.

Arizona Coyotes and NHL expansion

With the strong potential of the NHL granting the City of Seattle an expansion team, talk of the Coyotes’ viability in Arizona once again came afloat. The Coyotes are ranked last among NHL teams in Forbes’ latest evaluations and are worth the least of the four major pro sports teams in Arizona, according to the report.

“We can’t spend all our time answering every rumor that comes out of every Canadian blog,” Patterson said, referring to relocation rumors that have surrounded the team in recent years. “There are folks that don’t like any Southern U.S. cities in the league and they’d probably be happy with going back to the original six. Eventually they’ll see there is a lot of success down here.”

In October, the Coyotes announced an investment of over $2.1 million in conjunction with the NHL and the NHLPA to help grow the game of hockey in Arizona over the next three years.

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The investment included four programs including a street hockey curriculum, financial support to local rinks and high school hockey programs, and a girls’ hockey development program. Players, coaches and team employees have also volunteered a significant number of hours in the local community building playgrounds, providing outreach, among other things.

For Patterson, who served as ASU’s athletic director from 2012-13, all of the above translates to a fluid process of fostering a hockey culture as well as establishing the Coyotes’ presence in the local community.

“What’s exciting to see is growth of the game in the state,” Patterson said. “I never would have thought in the mid-to-late 90s that 20 years later you’d see the No. 1 pick in NHL draft be a kid who grew up in Scottsdale."

Coyotes TV ratings, merch sales

Additionally, the Coyotes have also seen a positive trend in TV numbers, with ratings up 13 percent in games that started at 6 p.m. or later this season to date. Online streaming via Fox Sports Go is also up 33 percent.

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The Coyotes also saw an 8.25 percent increase in merchandise sales, a figure Patterson believes could be partially attributed to selling licensed apparel of visiting teams at select games at Gila River Arena. Patterson said such sales occasionally make up 20 percent of the night’s outgoing product.

All things considered, the Coyotes view their recent trends as a result of a fresh start for the organization since the addition of Patterson, Barroway and first-year head coach Rick Tocchet prior to this season. And while the team maintains there is still much to do — both on the ice and off — the numbers represent a good start for the organization’s philosophy.

Perhaps more than in years past, the Coyotes feel as though they are creating a culture in which people want to belong.

“I enjoy the games, that sense of community — in person and together,” Patterson said. “I hope the Coyotes can be a means for people to have a stronger sense of community.”