An examination of NHL fans' reactions to the cancelled 2004-2005 season

AN EXAMINATION OF NHL FANS' REACTIONS TO THE CANCELLED 2004- 2005 SEASON Chad Asselstine Faculty of Applied Health Sciences, Brock University Gary Bettman, the Commissioner of the National Hockey League (NHL) stepped in front of the worldwide media on February 16, 2005 to announce that there would be no NHL games played during the 2004-2005 season. Two sides were prominent during the labour dispute; the NHL owners and the NHLP A, however a third side that became the forgotten party was the fans (NHLF A, 2005). The fans are the consumers of the NHL and all the brands associated with its franchises, they are the people who provide the revenues that allow owners to pay the players' salaries. The present study is situated within the sport marketing framework, particularly within the fan loyalty literature to provide an understanding of the impact of the 2004- 2005 lockout on the forgotten party, NHL fans. This study examines 16 fans' experiences in four stages: becoming a fan of the NHL, being a fan prior to the lockout, being a fan during the lockout including their anticipated reaction to the return of the NHL, and their actual reaction to the return of the NHL. Data was collected using face-to-face interviews with each ofthe participants, resulting in 16 fans' stories of how the lockout impacted them specifically. Through analysis of the data themes began to emerge including the fans' understanding that there was a need to restructure game play, the business operations of the NHL, a desire for service recovery strategies which would exceed fans' expectations, 4 and the desire for alternative forms of consumption including alternative hockey leagues as well as the growing popularity of poker playing. The study summarizes the effects that the NHL lockout had on the relationship between 16 individual fan~ and their favourite teams, and concludes with Suggestions for Future Research and Implications for Sport Marketers that emerged from this unique case in the history of North American professional sport.

Gideon Sundback fonds, 1942, 1952, 1985-1986, 1991, 2004, n.d.

Gideon Sundback was born in Stockholm, Sweden in 1880. He was educated as an engineer and settled in the United States in 1905. While working for the Universal Fastener Company, New Jersey in 1913 he developed and patented a “separable fastener”, which improved on an earlier version of what today is known as the zipper. He later moved his family to Meadville, Pennsylvania and sought a Canadian location for the production of his new invention. He settled on St. Catharines as it was an easy commute from his Pennsylvania home and opened The Lightning Fastener Company on Niagara Street. Sundback died on June 21, 1954 and is interred in Meadville, Pennsylvania. The plant continued to operate, but with increased foreign competition the manufacture of the zipper declined. The plant closed in 1981. Source: The St. Catharines Standard, July 3, 2004 Harold Fox was a noted lawyer, academic, businessman, author and a leading authority on intellectual property. He was engaged by Gideon Sunback and the Lightening Fastening Company to combat patent infringements by Colonial Fastener in the 1930s. The relationship continued when Fox was asked to become the managing director of the company, which he did until 1949. Fox lived in St. Catharines at his home “Foxcroft” until his death in 1969. Source: http://thefoxfund.com/harold.htm (November 2, 2009)

Proceedings : Grand Lodge, A.F. & A.M. of Canada in the Province of Ontario - 1920

On spine : The Grand Lodge of Canada in the Province of Ontario.

Proceedings : Grand Lodge, A.F. & A.M. of Canada in the Province of Ontario - 2004

On spine : The Grand Lodge of Canada in the Province of Ontario.

Canadian Willite advertisement, ca. 1920.

Consists of an advertising broadsheet (circa 1920) for Canadian Willite, a permanent asphaltic pavement. This product was used on River Road in Niagara Falls, Canada. The broadsheet features a segment titled "The Road Fit for a Prince" about the Prince of Wales visit to Niagrara Falls on October 20, 1919.

Niagara Council on Smoking and Health Collection, 1974, 1977-2004, n.d.

NCOSH stands for Niagara Council on Smoking and Health. The former name of this group was Niagara Interagency Council on Smoking and Health. This group was established in 1976 to address the impact of tobacco on health.

Proceedings of the Grand Chapter of Royal Arch Masons of Canada at the annual convocation, 1920

Annual Convocation proceedings for the year 1920. The title varies slightly and convocation is held at different cities or towns in Canada. Sixty-second annual convocation.

Annual convocation 2004 Proceedings (2004)

Annual Convocation proceedings for the year 2004. The title varies slightly and convocation is held at different cities or towns in Canada. One hundred and forty-sixth annual convocation.

Annual report of the Fruit Growers' Association of Ontario, 1920

The reports are also published in the Annual report of the Department of Agriculture of the province of Ontario, and in the Sessional papers of the province of Ontario "Printed by order of the Legislative Assembly" [-1923] "Printed by order of ... Minister of Agriculture" [1924-] 25th, 1893- pub. by the Ontario Department of Agriculture, Toronto 1890 -1908 reports are bound with the corresponding annual reports of the Entomological Society of Ontario 1894 -1905 reports are bound with the corresponding annual reports of the Fruit Experiment Stations of Ontario 1906 -1910 reports are bound with the corresponding Report of the Fruit Branch, Dept. of Agriculture, Ontario

Revision of the Niagara Railway Arch Bridge (1920)

From American Society of Civil Engineers.

Ontario horticultural societies annual report. (1920)

Issued by: Dept. of Agriculture, 1906- ; by: Dept. of Agriculture and Food, <1966->1970.

Letter - Premier Dalton McGuinty to Donald Ziraldo, 2004

A letter from Premier Dalton McGuinty responding to a letter from Donald Ziraldo, concerning the agricultural preserve in Niagara. The letter is dated May 14, 2004.

Photograph - Vinitaly 2004

A photograph of Donald Ziraldo at Vinitaly in Verona. There are three other unidentified persons.