Coyotes lead the pack in allowing some fans

For the past decade or so, the Arizona Coyotes have been one of the worst draws in the NHL.

If they do not rank last in overall attendance, then they are second-last. A good year means they finished 28th out of 31 teams. Last year, when the Coyotes acquired star forwards Taylor Hall and Phil Kessel and qualified for the post-season, it was one of those so-called good years. And they still averaged 4,000 fewer fans to their games than a Detroit Red Wings team that managed just 17 wins.

That is all about to change.

Beginning in mid-January, the Coyotes are about to become the hottest ticket in hockey. Who knows, they might be one of the only tickets available this year.

While provinces across Canada continue to debate whether hockey players are deemed essential enough to warrant cross-provincial travel, the Coyotes have not only been cleared for hosting games at Gila River Arena — they are opening their doors to their loyal fans.

How many of them will be allowed into the building for their home opener against the San Jose Sharks on Jan. 14 is still not yet known. But even one fan would be more than what most teams are cleared for.

The Sharks, who are currently planning to open training camp in Arizona because of health restrictions in Santa Clara County, are not sure when or if they will be allowed back in California. As of Tuesday, the province of British Columbia had not yet cleared the Vancouver Canucks to host games against the other Canadian teams in the North Division.

For now, if you want to experience a live hockey game you have to go to Arizona. And the team is already preparing to make the most of the unique situation — even if a partially filled arena is not exactly unique to the Coyotes.

“This is the opportunity — obviously in a very unprecedented time — we have to really show the progress that we're making as we position this organization as the premier sports franchise,”

Coyotes president and CEO Xavier Gutierrez said in a online news conference on Monday.

“To be able to bring in fans and really generate that excitement — we're a playoff team. We got to the playoffs last year and unfortunately we had to be in a bubble and we couldn't have fans here. That's what I heard over and over again: `wish we could be there to cheer the team on and get excited about this club and this organization.'

“The opportunity to bring them back safely — with significant protocols — is going to be great for our organization.”

Essential might be a more appropriate word.

As much as fans want the NHL back, it is the owners who truly need the fans back. While the two bubbles in Toronto and Edmonton were a successful means in staging the Stanley Cup playoffs last summer, they ended up costing teams a ton of money.

TV revenue alone is not enough to sustain a league that is driven by gate receipts. Even with limited seating in Arizona and other states, such as Florida, the hope is that eventually all 31 teams will be able to welcome some fans into the building before the end of the season.

It's why Forbes Magazine announced recently that franchise values had decreased.

It is also why the NHL is now allowing teams to put advertisements on the players' helmets. The Washington Capitals announced Capital One as their “season-long official helmet entitlement partner,” while the New Jersey Devils decided on Prudential Financial. Expect more teams to unveil their advertising deals in the coming weeks.

“We are thrilled to add a valuable piece of real estate to their portfolio as the Capitals helmet entitlement partner,” Jim Van Stone, Monumental Sports & Entertainment president of business operations and chief commercial officer said in a statement. “We are excited to further grow our relationship with Capital One through a unique, first-of-a-kind opportunity in hockey that greatly showcases the brand across local, national and international audiences.”

By next year, don't be surprised if hockey games resemble a NASCAR race, with players' jerseys plastered in ads for McDonald's, Tim Hortons and Coca-Cola.

Anything to make a buck. And with no fans in the seats, teams are now left to search underneath the couch cushions for any spare change lying around.

The Boston Bruins and Carolina Hurricanes have already inquired about playing games outdoors, but only if enough fans are allowed to attend to make it financially worthwhile. The Kings have also looked into this, even while temperatures reached 22 C in Los Angeles on Tuesday.

Read between the lines and it sounds like owners are either getting creative or desperate — or both. It's not enough for hockey to return. The fans, and their wallets, also need to return with it.

Until then, the Coyotes are about to become the biggest draw in hockey.

EITHER GETTING CREATIVE OR DESPERATE — OR BOTH.