The Venue
The Xcel Energy Center is the home of the Minnesota Wild. Located in downtown St. Paul, the arena first opened on September 29, 2000 for the Wild's first home game of franchise history against the Anaheim Mighty Ducks. Since then, the Xcel Energy Center has been home to all of the Wild's home games and a variety of other events. The Center welcomes over 150 different sporting/entertainment events and roughly 1.7 million visitors each year (Vintage Hockey Minnesota, 2016). However, for the purpose of this analysis, the only part of the Xcel Energy Center that will be analyzed is the actual arena in which the Wild play.
Figure 9. Seating Chart of Xcel Energy Center |
Seen in Figure 9, the Xcel Energy Center has a wide variety of seating options. Each of these seats all vary in price, view of the ice, and amenities. The most expensive seating options are located in the upper level suites, which provide catered food and serving staff to ensure the fans in these sections have the best experience possible.
The sections nearest to the playing surface are the next most expensive options. Other than arguably the best views in the area, the tickets do not come with any additional amenities. The least expensive tickets are in the upper rim. Again, these seats do not come with additional amenities. Regardless of where a fan is seated, all fans are guaranteed to have an exciting and entertaining experience. |
As fans enter the Xcel Energy Center, they are greeted by a statue of Herb Brooks (Fig. 10). Brooks was the coach of the "Miracle on Ice" hockey team that beat the Soviet Union in the 1980 Olympic Games. The story alone is enough to incite a nationalistic feeling of pride in the United States. The statue is called "Brooks in Victory." It is a powerful symbol for many reasons. First, the powerful stance taken by Brooks, with arms raised and legs spaced apart, is a classic symbol of victory (referenced in the title of the statue). Because the statue features a smiling Brooks, it appears more welcoming, which is fitting because the statue is what welcomes fans to the arena. The statue's appeal goes far beyond its appearance, though. Brooks was born in St. Paul, MN. He was a lifelong resident of Minnesota who was coach of various hockey teams, including the Gopher team, whom he led to an NCAA title in 1972. He was recruited to become coach of the USA Olympic Team for the 1980 Olympics and soon after his success, became an iconic figure in the world of USA hockey. He died in 2003 in Forest Lake, MN as a result of a car accident. Millions of hockey fans grieved the loss of such an excellent coach (Gilbert, 2008). Brooks is special to all hockey players, but he has an extra appeal to those who live in Minnesota. A Minnesotan through and through, Brooks was (and still is) a proud representation of the state of hockey. Including his memory in the experience of attending a Wild game appeals to the pathos of the fans. |
Figure 10. Brooks in Victory |
This pathos appeal invokes many emotions. Pride, in that fans see him as a representation of a shining moment in United States sports history. Nationalism, in that fans remember (or imagine) the feeling of beating the Soviet Union team during the Cold War when the communists were seen major enemies. Excitement, in that fans think of the underdog United States team conquering all odds and doing what others believed they could not. This plays into the "pull yourself up by your bootstraps" mentality so common in the United States. Finally, the statue invokes a sense of community of Minnesotans because Brooks was a Minnesotan just like many of the Wild's fans. It is not uncommon to see fans paying their respects to Brooks by thoughtfully placing a hand on the base of the statue before entering and after exiting the arena.
Upon entering the Xcel Energy Center, fans are immersed into a carefully created environment. The main color of the Xcel Energy Center is the Minnesota Wheat color also used in the logo, with touches of Forest Green (also in the logo) and woodwork. The overall visual atmosphere of the arena resembles that of a log cabin, staying true to the brand's outdoor theme. The arena is decorated with mementos that reflect the history of hockey. Each team in the NHL is featured in the area in the form of a jersey. This display of respect for the other teams of the league appeals to ethos because it displays the character of the brand. The Wild are not above other teams and feel the need to show respect for the other talented individuals of the league. This act seems to say "we're all hockey players," which invites fans from other teams to develop a positive association with the Wild as well, seeing as they are treating all players with respect. Other jerseys from local teams of the area are also included, which appeals to pathos in that it creates a sense of community. The Wild knows that Minnesotans feel strongly about community, so including local teams in this experience unites all of these teams together under the umbrella of the state of hockey. The Xcel Energy Center also includes full-sized pictures of the players scattered throughout concourses of the arena, as well as full-sized pictures of military heroes from Minnesota. The Wild want to promote their players and generate excitement of the fans, but they do not want seem centered only on themselves. Recognizing military heroes is a fool-proof way to generate support for the brand. This pathos appeal generates a patriotic and nationalistic feeling that most United States citizens cannot avoid feeling.
The Hockey Lodge is the official retailer for Minnesota Wild merchandise. The largest branch of the store is located in the Xcel Energy Center and is a massive source of income for the brand. With a similar "log cabin" atmosphere, the store consistency maintains the brand's identity and generates revenue through the sale of licensed merchandise.