A Study of Nonfans and Fans of the National Lacrosse League's Edmonton Rush

The National Lacrosse League (NLL) is floundering. In an attempt to understand why NLL fans attend games and other sport fans do not, the NLL’s Edmonton Rush were studied. To best address the NLL’s attendance woes, two primary research questions were developed: 1) Why do fans of the Oilers and Oil Kings choose not to attend Edmonton Rush games? 2) Why do fans of the Edmonton Rush attend games? To answer these questions an online focus group along with a document analysis of Rush media, and a telephone interview were used to collect data. The data collection methods mentioned above assisted in answering the primary and secondary research questions, which allowed three major themes along with sub-themes to inductively emerge. The nonfans of the Rush do not attend Rush games because of the connection they have with hockey and the disconnection they have with lacrosse, some are simply not interested or were not entertained, as well as the lack of exposure the Rush receive. The Rush fan participants attend Rush games because of Edmonton community pride, the entertainment value they get out of attending a game, it is a great alternative new sport experience and it either is a substitute or a compliment to hockey. Both the nonfan and fan participants of this study believe that different marketing approaches can be utilized in order to attract nonfans to attend games.

Letter - E.C. Schmon to Arthur A. Schmon, 16 January 1919

The letter describes how Eleanor Celeste is a substitute teacher at this time. She also mentions a party held by her Uncle Dick in New York. Her uncle purchases a kewpie doll for her and each of the other girls worth six dollars. The letter is labelled number 216.

Letter - E.C. Schmon to Arthur A. Schmon, 29 March 1919

Eleanore Celeste mentions that to be a substitute teacher in Newark one must have a "normal school diploma or a certificate for those exams". She mentions that many people she knows "are being turned down right and left by the Board". The letter is labelled number 252.

Letter - E.C. Schmon to Arthur A. Schmon, 24 September 1918

She mentions another job she has done as a substitute teacher. She then goes on to mention all of the upcoming social outings (showers, weddings) over the the next few weeks. The letter is labelled number 165.