How The Seattle Kraken Listened To Their Fans
Seattle Kraken.
Community Forums
On a rainy night in October 2019, only a few days since moving back to Seattle from my Chicago broadcasting stint, I attended my first franchise-sponsored event at Seattle University. Team CEO Tod Lieweke spoke to a packed house of Albers School of Business & Economics students while also welcoming the general public to campus. When he saw my Seattle Metropolitans replica jersey in the second row, he asked me to stand up while explaining the first Seattle hockey team, and it’s run to the 1917 Stanley Cup.
He said then like he continues to say now about the organization’s commitment to listening to the fans. Also, in a quite unpretentious and relatable way, he told the crowd about how he grew up poor. Lieweke understood the importance of making items like tickets affordable. At that exact moment, I knew this organization was going to be very special. And different from any I’ve encountered in my 27 years of hockey.
Online Groups
As profiled last August by Seattle Times columnist Geoff Baker, the (now) Seattle Kraken Fan Page on Facebook has over 7,100 members and counting, representing 51 countries. The largest majority reside in Washington, Oregon, Nevada, and Alaska. This safe space for Kraken supporters, with some NHL Seattle staff also as members, has a variety of community-generated content. It includes polls and surveys, history and stories, fantasy hockey leagues, homemade crafts, and draft discussions. There are 11 volunteer moderators, who find content, monitor member requests, approve postings, and watch over unruly behaviors.
Making fans happy
Administrator Jena Scire is a Seattle Thunderbirds ticket holder and mom of two boys in Spanaway.
“Honestly, I think they were super smart about it. What a better way to engage the long awaiting hockey fans early! Not only does it increase the excitement level, but it makes the fans feel included. It gives us as fans, pride that we had a hand it the decision!”
Moderator Dan White, a Nova Scotia native, living in Kenmore, who also sings anthems for the Seattle Totems, shared her excitement.
“The fans were screaming for Kraken, and the NHL delivered…without the fans, the games aren’t half as exciting,” said White. “So starting off with a solid relationship with the fans is a great move. I can’t wait to see what they do next! I hope the fans can have a say with some of the gameday features too, like the songs, mascot, etcetera.”
The page takes precautions not to become a marketplace but allows discussion about officially licensed merchandise. There was a recent city-wide “Costco scramble” for affordable Seattle Kraken t-shirts. Group member Casey Mochel from Ballard was thrilled to buy as many as she could carry!
“People are going CRAZY! Haha…it feels good to get excited about something though (during this pandemic)”