Florida Panthers: Four Problems with the In-Game Experience
The next few years could be the most pivotal for the Florida Panthers franchise. For more than a decade, they have been the perennial laughing stock of the league.
In the past, fans and spectators likened the Florida Panthers to a farm team. They watched players develop only to be traded or lost to free agency.
The mental gymnastics needed to try and recall the names of all the coaches, some being hall of famers, is more taxing than a game of Jeopardy.
Although the last six seasons have seen some changes, like the change in the logo in 2016 and the various stand out seasons by their youthful core, the same dysfunctional franchise laid behind the new logo on those jerseys.
With all that said, the future looks to be different. They have an owner that has loosened the purse strings and is intent on investing in a cup contender and winner.
They have management in place with skills and experience in drafting for the future. They have a core of players that are legitimate superstars in Jonathan Huberdeau, Aleksander Barkov, Vincent Trocheck, and Aaron Ekblad.
And with the signing of Coach Quenneville this summer, all the major pillars of a successful franchise are finally in place.
While the product on the ice looks primed for immediate and long-term success, the organization still has one area to address: their in-game experience.
As a passionate fan of the sport, one of my bucket list items is to experience a game at every franchise arena. At current standing, I have observed the Panthers in 19 different NHL arenas and can conclusively say the Panthers’ in-game experience, to be blunt, sucks.
Having been a season ticket holder for many seasons and going to at least 7-10 home games every year, I have seen the experience evolve over the years and it has become evident the marketing team needs help.
The best experience by far during the franchise history is when the team was located at the Miami Arena in the early 90s.
The arena was small but intimate, and the theatrics were engaging and impactful, feeling the energy throughout the stadium. Currently speaking, though, a home game is of no advantage to the Panthers.
The crowd, usually masked by the sea of empty seats, is paralyzed from monotonous and ineffective in-game tactics, rendering the team helpless when in need of energy and momentum from their seventh man.
Here’s a list of four problems that hold back the Panthers’ in-game experience. Let’s begin!
Lacking Hallmarks
There are little to no spectacles, songs, or moments unique to a Panthers game. Columbus has the cannon, Vegas cranks a siren, and the Rangers have their various unique and hysterical chants.
The Hurricanes, on the other hand, now have their “Bunch of Jerks” moment after every win (we’ll see if that continues next year) and I can go on for at least another 10-12 other franchises.
Outside of screaming “RED” during the national anthem or throwing rats at the end of a win, there aren’t any unique traditions that this organization can claim and retain for a number of seasons.
There’s nothing enticing fans to stay the entire game, or to even arrive on time. Even if there was full attendance, can the Panthers’ most memorable moments be compared to, say, Nashville’s “you suck” chant?
The Panthers have the makings for some fun and original experiences with their iconic history with the rat, unique and exotic location, as well as former players.
They need to get creative with the branding of their experience to entice new fans to jump on board while retaining the already loyal fans they currently have.
Whether it’s implementing more theme nights or connecting to some cultural or trendy aspect that relates to South Florida, the Panthers need something to call their own.
Lacking Originality
The best year in marketing for the franchise, outside the years spent at the Miami Arena, was the Spacey in Space sweatshirt era in 2016.
During the 2016 season, the Panthers put together a twelve-game winning streak, a new franchise record.
Like most teams, the Panthers would award the MVP of each winning game with a novelty item, usually used for humor and team chemistry more than a judgment of value.
During the win streak, the Panthers adopted a loose-fitting, bright blue sweatshirt. In the center, laid a picture of Kevin Spacey’s head in front of a generic space image.
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Although most teams use funny hats or apparel, this sweatshirt seamed particularly odd as no link to Kevin Spacey seemed evident, and the garment presented itself as serious, being used for a joke with the Panthers.
Even more, the Panther players refused to answer questions on the origin or meaning behind the sweatshirt. The mysteriousness, uniqueness, and irrelevancy to hockey made the sweatshirt an icon for the fanbase throughout the season, even garnering national attention at one point.
You could hear fans of opposing teams saying “what’s with the sweatshirt?” It was great for fans to look over and see someone matching themselves in the sweatshirt and feel uniquely a part of the team.
The sweatshirt was “retired” in 2016 and the fans are waiting for a symbol and movement to feel connected with the team again.
Lacking a Sporting Event Environment
I once went to Madison square garden for a New York Rangers game. On the train into the city, my cousin looked down to his son and daughter and said, “remember, you never repeat the bad words you hear at the game.”
They both looked up and grinned and said “I know dad” as if to say “we won’t say it in front of mom.” There are countless rights of passage like this to be learned at a game.
Of course, no one enjoys overly rowdy fans or that jerk to sit behind them, but sporting events are known to be a place of passion, energy, and experiences unique to any other event.
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However, a Panthers game can, at best, be described as the PG version of a sporting event. You can hear a pin drop throughout the game.
Fans marvel, as if at a zoo when the opposing team’s fans get emotional and start to scream during gameplay.
Some games the opposing team’s fans are louder than our entire arena is when they score, and we have a horn! I have even been shushed at a game, too.
To sum this up entirely, the Panthers need to find a way to create a livelier environment for both the fans and players.
Not only would it help the players out during those big moments in crucial games, but it would also bring some much-needed life at the BB&T Center – a venue that’s hardly ever buzzing during a hockey game.
Lack of Understanding on How to Use Gameplay to your Advantage
I can’t stress this point enough. This may be the most crucial point in needing to be addressed. I would need all 7,000 fan’s fingers to count the number of times a cheesy song or game comes on during pivotal moments of each game.
Example: The game is tied 2-2, second period and a big hit is made by our defenseman. During the next stoppage of play, a kid eating ice cream sprays across the jumbotron. Or, we’re down 3-2, Trocheck crosses the opposing blue line and gets tripped.
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Both refs have their arms down, no penalty to be called and the crowd erupts. When the play stops, no replay. No use of the building emotion to get the fans involved. No “ref you suck” chant.
Instead, an enchanting game of “follow the puck” comes on. Disappointing. They even used to show the weather report on the jumbotron during breaks in the last five minutes of the third period. Not exactly an exhilarating and energizing topic to get your seventh man involved.
At this point, the only thing marketing has right is the tribute to military veterans during the second period. Although I have my critiques, overall it’s beautifully done and an excellent part of the game.
The Panthers need to address this issue. There are countless times in a game when the crowd’s energy can cause a powerplay, rally a big penalty kill, or totally shift the momentum of a hockey game.
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The best teams get their fans involved and the Panthers need all the help they can get. Florida’s marketing team, DM me for thoughts and strategies!