THE unique atmosphere generated at Sheffield Steelers' games is the biggest single asset identified by the club's paying customers - much more significant than the team and the sport itself.
That is one of the surprise findings in a survey by Birmingham University into the Sheffield Arena club's customer base and potential clientele.
The exercise, supported locally by Sheffield University researchers, is the first such project undertaken by club bosses who want to meet their existing fans' needs and bring in new support.
While some outsiders may deem it strange that the team and the sport lies second in the supporters' list of approval behind the ambiance created at the Arena, it is also a tribute to the creative way "shows" are put together.
The report adds: "The friendly atmosphere along with no swearing is a far cry from that of the typical football match."
The top six ingredients to a Steelers night are, in order: Atmosphere, the sport, friends, family, physical nature, the team.
Another surprise comes in fans' perceptions of fighting on the ice.
Previously, it was assumed by some that most fans liked watching fisticuffs on ice.
But researchers declare: "Fighting doesn't really appeal to the group as much as it used to in the early days."
In terms of value to the business, the most valuable fans, according to the report, are 45 to 54-year-olds.
That is based on the number of games they attend and the likelihood of bringing children with them.
"Families tend to dominate the Steelers audience make-up," the report says.
Demographically, the researchers believed that "affluent blue-collar workers" represented the largest proportion of the Steelers' overall fan base - describing them as"the most loyal and profitable of Steelers fans".
These are labelled as "older manual workers with a good standard of living in comfortable semis where traditional working-class values are held" and with "no interest in the internet".
For them, the "physical nature" of hockey is a turn-off.
A map of the geographical clusters of Steelers fans in South Yorkshire shows an intensive cluster around the site of the proposed new rink at Rother Valley Country Park, south-east of Sheffield Arena.
But, interestingly, there is a bigger swathe of support identified to the west and north of Sheffield, for whom the Arena is closer.
Other statements made by the academics:
Most fans attend regularly, but do not become season ticket holders as "perceived cost savings do not justify the initial outlay".
(Steelers today pointed out they are now increasing benefits to season ticketers, of whom there are more this year than in recent years).
Current interval entertainment is considered 'adequate' yet needs revitalising.
Fans are "frustrated at having to pay separately for iceSheffield games".
Supporters want to attend some practice sessions.
Nottingham Panthers have a superior merchandising range.
The under-18s "are fundamentally the future of the Steelers' audience".
Leaflet drops designed to bring in new fans in target areas like Dronfield, Hackenthorpe and Chapeltown are said to have been of "significant value" but should also be widened to Oughtibridge, Staveley, Hollinsend, Brimington and Dropping Well.
What do you think? Post your comments below. READ MORE Football headlinesMore BladesMore OwlsMore SpireitesMore RoversMore RedsMore MillersMore Ice HockeyMore rugby leagueMore rugby unionMore boxingSports columnistsAll sport categoriesThe full article contains 566 words and appears in Sheffield Star newspaper.
