The key is we want to be involved in the community and we want to be out there. How do you reach those numbers? It's a lot of work. There's no magical turn on the lights and everybody shows up. That only happens in Montreal with the Canadiens or the Toronto Maple Leafs. But that's it. Everybody has to work. It's building a quality product on the ice. I'd like to have a good, winning team.

The second thing is having a good time at the games. So it's not only about the hockey games. Are we going to have promotions? Yeah. I'm not going to tip my hat today on all the promotions we'll have, but we're going to have things that are geared toward kids and things that are geared toward adults, too. I think the key is showing people a good time and making it cost-effective.

The contract mentions up to six dollar drink nights per season, and those have been popular around the minor league sports circuit. The culture of sports seems to have changed to where teams have to make the fan experience such an important part.