Thunder, AJHL dealing with fallout from fewer sponsors, fans

The Alberta Junior Hockey League continues to weather the tough economic climate in which some of its small town teams are drawing fewer sponsors and smaller crowds.

The 16-team league has seen downturns before, but the prolonged drop in the price of oil has shaken many rural hockey communities.

Across the AJHL attendance fell by 4.5% from the 2015-16 season to the 2016-17 season, with total attendance for the regular season hitting 341,888. 

The Drayton Valley Thunder have seen a drastic drop in attendance. The Thunderdome Arena in the Omniplex can accommodate 1200 spectators in seats and 300 in standing room. But the largest crowd the team saw during the 2016-17 season was only about 600.

Total attendance fell by 20.7% this season compared to last, and by 25.7% compared to the 2014-15 season, the year before the economic downturn rocked the province. 

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Back in their early years the team was selling out games regularly, including in 2002 when the team won its first and only league championship.

In their nearly 20-year history, the team has never seen a downturn as bad as this one.

Thunder historian Paula Maciborsky says crowd turnout has been decimated by the economy, with it being one of the lowest attended seasons ever. She added that has an effect on the players.

“The more fans, the more the players want to play. It’s great when the crowd is loud,” she said. “Back when the rink used to be packed, players would say they heard how loud the crowd was and they would get excited to come out.” 

Sponsorship has also plummeted, with Maciborsky adding while revenues are down, operating costs are not.

“The cost to travel, to play elsewhere, to stay in hotel rooms to fuel up the bus, that all stays the same or even goes up. We have had to cancel some fundraisers this past year because there was just no way they were going to happen.” 

AJHL Commissioner Ryan Bartoshyk acknowledged the struggles some teams are facing for sponsorships.

“There are challenges within individual communities, just as there is in any other league. It’s a little harder to get sponsorship, but I think we have done well as we have gone through this downturn.”

With chatter being out there that some teams are facing the possibility of folding, Bartoshyk says that is not a reality in the league. 

“No one has come to my table with that message. Our operators aren’t in this game to make money, and if they do it goes back to the team,” he noted. “The reality is we have made some changes internally, cut some costs as a league and teams have cut costs.”

He added that the downturn has forced the league to look at how they can better assist their teams during times of need.

“Everyone ultimately faces challenges in this economy, and we are working with them to make sure they remain viable and financially secure in their communities.”

Bartoshyk says the AJHL is looking at incentives and other ways to put more fans in seats, saying, “Our marketers and teams are look at new ways to get people in the building, whether it is a reduction in ticket prices or a loyalty program.”

The Thunder’s season officially ended in March with 17 wins, 39 losses and 4 overtime losses. Looking forward to next season, Bartoshyk feels better days are ahead for the team.

“I’m impressed by the demographic that attends the games, there’s a nice mix of people. It’s been a challenge with the economy there, it’s tough to ask families that are potentially may be out of work or going through struggles. But they are putting the work in, I think better days are ahead for the Drayton Valley Thunder.”