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Title track: 25
Fan relations: 13
Stadium experience: 25
Bang for the buck: 17
Change from last year: +2
After winning the Central Division last season, the Dallas Stars managed to move up two spots in our Ultimate Standings rankings. When it comes to the fan experience, the Stars know how to keep the fans entertained and engaged. From the ownership, player access and lots of success on the ice, the Stars don't have any plans to move away from the top 10 anytime soon.
For the Dallas Stars, good ownership and fan relations come hand-in-hand. Sitting in the 15th spot in ownership and 13th in fan relations, the Stars know how to run a successful hockey team and create an enjoyable fan experience both on and off the ice. For Dallas Stars president and CEO Jim Lites, the equation is simple: provide special benefits for season-ticket holders, enhance the stadium experience and emphasize the Victory Green. "We've introduced a new customized benefit plan for season-ticket holders that allows them to choose between a gift or an experience like a fan tunnel or penalty box visit in appreciation of their support," Lites says. "This provides more added value that is tailored to the individual."
There's always major buzz surrounding the Dallas Stars, but when it comes to affordability, they are beginning to see a slight decline in fan approval. After dropping 13 spots in the affordability category, the Stars' biggest challenge this year will be to keep fans coming back despite a raise in prices. However, the Stars' tickets are still the second-cheapest in hockey, and considering the product on the ice -- the team is stacked with one of the best offenses in the NHL, with stars like Jamie Benn and his sidekick Tyler Seguin -- $37 is a more than reasonable price. At any rate, these higher prices don't seem to deter the strong Victory Green fan base.
From the big, fluffy green mascot -- respectfully named Victor E. Green -- to the new LED boards on the terrace level, the Stars jumped 13 spots in the stadium experience rankings (25th overall). Inside the American Airlines Center, Dallas fans can enjoy the action on the ice from any angle. When the fans enter the village area, they are immediately greeted by a community filled with green team pride. "We have really emphasized Victory Green as a core element of our brand," Lites says. "We are requesting fans wear green on game nights, giving us our own unique in-arena experience."