Kraken's Offseason Shakeup Amid Wavering Fan Interest

Since their inception, the Seattle Kraken have never experienced an offseason as eventful as this one.

Following a 6th-place finish in the Pacific Division, Seattle dismissed head coach Dave Hakstol and quickly named Dan Bylsma as his successor. They also replaced assistant coaches Paul McFarland and Jay Leach with Jessica Campbell and Bob Woods, leaving Dave Lowry as the only coaching staff member from their lone playoff run.

In a significant move, the Kraken ended their partnership with ROOT Sports and announced a new deal to broadcast all non-nationally televised games for free through local TEGNA stations. This decision came before the expiration of their original five-year contract with ROOT.

General manager Ron Francis made bold moves in free agency, signing forward Chandler Stephenson and defenseman Brandon Montour to seven-year deals worth around $50 million each. These contracts are the longest Francis has ever signed, marking new territory for both him and the Kraken.

The franchise is undergoing substantial changes, with the team calling the upcoming season a «new Kraken era» in their marketing and press releases. To compete in a tough division and strive for a championship, Kraken co-owner Samantha Holloway promised season ticket holders that the organization would be "aggressive" in improving the team. Scoring the fewest five-on-five goals in franchise history last season underscored the need for these changes.

The urgency for success is high. Winning is crucial not only to fill the trophy case but also to maintain fan interest at Climate Pledge Arena. The excitement from being a new team in the league, known as the honeymoon phase, has faded. Fans now expect more reasons to invest their time and money into the team.

Stan Emert, director of the Sports Enterprise Management program at the University of Washington Tacoma, emphasizes the importance of winning. "The average fan of a major league sport wants wins," he says. With a 107-112-27 all-time record and low rankings in goals scored, power play conversion, and penalty killing, the Kraken's performance hasn't met expectations.

Despite reaching the playoffs twice, a .490 points percentage over three seasons isn't impressive. The team's few successes have been overshadowed by high paywalls, resulting in poor TV ratings. Over three seasons, the Kraken averaged a 0.17 rating across nationally broadcast games, including the lowest-rated Winter Classic in history. ROOT broadcasts struggled similarly, failing to capitalize on postseason momentum.

Jon Lewis, founder of Sports Media Watch, sees potential for the Kraken to build a devoted fan base if they can consistently deliver a top-quality team and regular playoff appearances. He notes that strong performance will attract viewers and attendees alike.

The NHL Board of Governors approved Seattle's expansion with confidence in the region's interest, supported by a robust season ticket deposit drive. However, the introduction of the High Tide Waitlist, charging fans $250 annually for a chance to purchase season tickets, suggests fluctuating demand.

In summary, the Kraken are at a pivotal point, making significant changes to improve performance and fan engagement. Their success in the upcoming season will be crucial in solidifying their place in Seattle's vibrant sports landscape.