Exploring the Attendance Issue in Trois-Rivieres

Several big stories have come up this year in Trois-Rivieres. These stories have been great news: the team’s stability rebounding under new ownership, the team winning its first division title, and the team being in round 3 of the playoffs with a comfortable lead on the 3x defending champs. However, arguably, the biggest story that has emerged isn’t a good one. It’s that of attendance- specifically the lack of. Despite all the positive changes, both on and off the ice, regular season attendance was slow to rebound from last year. Now just two wins away from the Kelly Cup finals, the issue has become much more visible and perplexing. It’s gone as far as being a feature story in the local newspaper, Le Nouvelliste. Let’s explore this a little further.

Since losing its QMJHL team at the end of the1992 season, Trois-Rivieres has been home to a number of low level junior and senior league teams without any lasting success or tenure. Small, outdated facilities were the main barrier for the city getting back into higher level leagues. When the Videotron Coliseum opened in 2021 the problem appeared to be solved. Despite a shiny new facility, a roster loaded with homegrown Quebec talent and an affiliation with the Montreal Canadiens, reception was lukewarm with an estimated average of 2,900 fans per game. Attendance would drop in year two and bottom out in year three, achieving a league low of 2,241 fans per game. In fairness, a host of off ice problems including the owner walking away from the team could be seen as the issue.

This year, under a solid ownership, the off ice issues have disappeared but the rebound in attendance hasn’t been as expected. Less than 3,000 fans per game wasn’t seen as too big a deal in the regular season but this deep into the playoffs it can’t be ignored. Le Nouvelliste cited stats averaging 2,730 fans through six playoff games.

Issues cited have been about cost. Tickets prices starting in the $30’s have ruffled feathers. The article went on to outline economic factors in the city, specifically lower than average household income and higher-than-average unemployment compared to the provincial averages.

The second issue was population related. 160,00 people in the region should be enough to support a team.  However, when a household may only afford one game in a weekend, there aren’t enough households to cycle through a 2 or 3 game weekend.

Finally, there was a perception issue with the ticket cost compered to local QMJHL teams, with neighboring Shawinigan as an example.

Now for a little more perspective, dealing with personal experience.

Location, location, location: The Videotron Coliseum is a fantastic facility. I can’t critique a single thing about it, including accessibility and parking. The Achilles Heel may be its location. Sitting at the Western edge of town, and separated from it by provincial highway 55, it’s isolated. With fan trends heavily slated toward pregame meals and/or postgame drinks, fans can’t park and make an evening of a Lions game. It’s great for visiting fans and teams but doesn’t offer local fans the full experience of facilities located downtown or in entertainment districts.

Memory and perception: Living in a city that lost its AHL team, we were astounded at the increased ticket cost of the replacement team that arrived only a year later. The most memorable quote was from the arena’s general manager: “The game and operating model have changed. The days of those (previous) ticket prices are done.” That was after a one-year hiatus. I can only imagine the sticker shock of a city seeing 30 years’ worth of increase.

The exchange rate: The local news touched on the difference in operating costs of a QMJHL team vs an ECHL team, especially with salary and travel differences. We also have to recognize that QMJHL costs are in Canadian Dollars. Short of the Videotron Lease, nearly all expenses in the ECHL are in US Dollars. With the current exchange rate of the Canadian Dollar coming in at around $0.70 USD, the Lions have to make up the difference somewhere. The price tag at the door is where it’s happening, and it’s a cold, hard reality.

Is all this a danger sign- probably not. The current owner is more than financially capable. Are things getting better- yes. Things improved tremendously since last season. Is there room to go and work to be done- absolutely. Just as Rome wasn’t built in a day, building the Lions fan base seems to be a long-term project. Hopefully the fans see it that way; the team is way too good to go the way of the dodo. Finishing off the 3x defending champs in this round would help. Of course, so would bringing home the Kelly Cup in the next one.