Early attendance numbers show decline for Hurricanes

By Al Beeber - Lethbridge Herald on November 8, 2022.

LETHBRIDGE HERALDabeeber@lethbridgeherald.com

A report from the Lethbridge Hurricanes on the early impact of paid parking will be addressed at the first of two city council meetings being staged today.

Council, acting in its capacity as Economic Standing Policy Committee, will meet this morning at 9:30 a.m. in council chambers while the regular council meeting starts at 1:30 p.m.

After the Hurricanes report is presented, City treasurer Darrell Mathews will make a submission regarding responses to Economic SPC questions on fee-for-service initiatives while Tony Vanden Heuvel, director of Finance and Corporate Performance, will also address the meeting.

The Hurricanes report shows that for the 2022-23 season, there were 1,989 season ticket renewals, a 99 per cent renewal rate. In 2021-22, there were 2,008 renewals.

The report says while the WHL club has maintained its current season ticket base, the Canes have still experienced a 14 per cent drop in season tickets from pre-COVID numbers.

Attendance data presented in the report says group and walk-up sales have experienced the largest decline and concerns have been noted over paid parking.

Attendance is down between 400-500 fans per game, resulting in the club being 22 per cent below budget through the first five games of the season.

If that pace continues, says the report, the Canes are forecasting a $200,000 loss this season.

“As a not-for profit, player-centric organization, the Lethbridge Hurricanes budget for a break-even every year including fulfilling our capital repayment obligations to the City,” says the report.

It also states that in an era of declining profits among WHL clubs, the Canes have been able to break even or make a profit for seven straight seasons.

The club has begun cutting expenses in several areas, says the report, including on travel, meals and scouting and is focused on “protecting the player experience and the fan experience.”

This afternoon’s council meeting will feature four committee reports, three from acting mayor and Economic SPC vice-chair Jenn Schmidt-Rempel. Those include reports on Lethbridge Destination Management organization funding, Affordable and Social Housing operating grant operations and the Community Revitalization Levy.

Councillor Mark Campbell will present a report on the Community Wellbeing and Safety Strategy programming contract amendments.

Two bylaws will be provided for first reading, as well. The first is Bylaw 6375, the off-site levy bylaw and the second Bylaw 6386, the 2023 assessment sub-class bylaw.

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