By Paul Post
The Adirondack Thunder averaged a franchise record 3,657 fans per game last year, boosting business for area firms that supply Cool Insuring Arena with food and beverage products.
The team drew nearly a dozen sell-out crowds during its late-season drive to the ECHL’s Kelly Cup playoffs and based on early season-ticket sales, attendance is expected to reach another all-time high this year.
That’s good news to firms such as Fitzgerald Brothers Beverages, and Argyle Brewing and Cooper’s Cave Ale companies along with advertisers such as Upstate Ford Dealers that reach more people as the team’s fan base grows.
“Our main source of revenue for hockey is ticket sales,” said Jeff Mead, Cool Insuring Arena manager and Thunder general manager. “The more fans that come to the arena the more food, beverage and merchandise we sell and the more apt corporate partners are to support us. I’d love to see 3,800 average attendance this year. We’ve got a pretty good schedule with a lot of weekend home dates so I think that’s attainable.”
Mead said he expects season ticket sales to reach 1,600, up from last year’s figure of 1,450. Ticket revenue accounts for 60 percent of the team’s income followed by corporate sponsors (30 percent) and food, beverage and merchandise sales (10 percent).
The franchise is a roughly $3 million operation whose expenses have tripled since it joined the ECHL in 2015. But fueled by on-ice success and growing support from fans and corporate sponsors alike, the team netted a $100,000 profit last year.
“We have a lot more staff than we used to,” Mead said. “Salaries, Workers’ Compensation, hotels, flights, buses and player housing have all gone up. We’re faced with the same increased expenses as everyone else in our community. Minor league sports is a very challenging business. The good thing is that our revenue has gone up significantly since we took over, too.”
Digital marketing such as Facebook and Instagram, and broadcast ads with the Regional Radio Group are primary ways of reaching people. Last year, the Thunder also began advertising on Capital District television stations WRGB, WTEN and WNYT and Spectrum, which paid handsome dividends.
But face-to-face contact is vitally important, too. “All of our board members are local, which has a big impact,” Mead said. “I think it resonates with fans that we’re a locally owned and operated team. Most of the staff is from our area. So when we go out in the community pretty much everyone knows us. That helps when we’re trying to get business partners to support the Thunder or to get people to come see the team. We’ve got a pretty good rapport and relationship with our community.”
Numerous special promotions are scheduled including a first-ever NYRA Day held Sunday, Nov. 12 when Saratoga Race Course 64-ounce cooler jugs given to the first 3,000 fans followed by a post-game Thunder autograph session in newly-renovated Heritage Hall, which underwent a million-dollar makeover this summer.
Other upcoming events include Military Appreciation (1,000 T-shirts to first 1,000 fans) on Saturday, Nov. 25, Miracle On Ice Night (Saturday, Dec. 7) when Adirondack pays tribute to the 1980 Olympic U.S. Men’s Hockey Team and Firefighter Night (Saturday, Dec. 16) when Saratoga Springs and Worcester, Mass. firefighters will square off (1 p.m.) prior to that evening’s contest between the Thunder and Worcester Railers.
Second-year Thunder head coach Pete MacArthur, of Clifton Park, is a prime example of the way pro hockey has contributed to the greater Capital Region economy since the Adirondack Red Wings first began play in 1979.
As a young boy, MacArthur accompanied his father, Bill, to numerous Wings games, which inspired him and countless other kids to pursue high school, college and pro careers of their own. A former Thunder captain and ECHL All-Star, MacArthur had a 15-year minor league career before taking over as head coach last year.
“At our level the players are more accessible than say at the NHL or even the AHL level,” he said. “People can connect more frequently and get a better understanding of what these guys are all about. Usually, they’re just like everyday humans, but they work in a public space. I think it’s important for the next generation to realize you can achieve the dream of being a professional athlete. It takes discipline and lots of hard work, but it can be done.”
MacArthur and Assistant Coach Mike Bergin, of Saratoga Springs, are among the roughly 30 players, coaches, equipment and training personnel that comprise Thunder hockey operations. The front office employs about 10 more people and on game nights the team provides part-time jobs to 15 off-ice officials plus arena security and concessions staff, all of which helps the local economy, too.
Visiting teams stay overnight at the Queensbury Hotel in Glens Falls, giving the establishment significant extra revenue.
Young children and teens are a big part of the Thunder fan base. As more kids play and join youth leagues, the more local stores such as Pure Hockey in Clifton Park and Sports Zone of Queensbury benefit from equipment sales.
But some of the biggest beneficiaries from the Thunder’s presence are Glens Falls taverns and restaurants, especially on weekend game nights.
“Coach Bergin and I quite often mention how nice it is to see so many people in and out of shops and restaurants downtown.” MacArthur said.
“Places like the Bullpen, Fenimore’s, Downtown Social and Downtown City Tavern, all the local restaurants are positively impacted for hockey games and events,” Mead said. “An economic study in 2018 said our impact was $13 million per year. That’s probably doubled since then, just based on the amount of events we have now and the people who come to them.”
A new junior hockey team for aspiring college players, the Adirondack Junior Thunder, began play in Glens Falls last year, adding another 15 to 17 games to the list of arena events. And the team rents ice time, which provides added revenue.
Cool Insuring Arena hosted the two-day Adirondack Stampede Rodeo earlier this month and the New York State Girls High School Volleyball Championships are scheduled for Saturday and Sunday, Nov. 18-19.
“All of these things bring people to Glens Falls and Warren County for overnight stays,” Mead said.