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Dallas Did It Right
by Paul on 03/31/07 at 07:06 AM ET
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from Robert Tychkowski of the Edmonton Sun,
When the Stars moved to Dallas 13 years ago, knowing how tough it would be to make inroads in a non-traditional market, they wanted to do more than attract fans.
They wanted to grow them. So they began building and operating rinks in the area, projects that don’t make any money, but pay off with a steady stream of new players/fans.
“We run 15 rinks now,” said team president Jim Lites. “It’s hard and it takes a lot of work. I can’t tell you how many city council meetings in Texas I’ve attended, trying to get deals done with communities to build hockey rinks for amateur hockey programs. But that’s why this market can be sustained, because of the infrastructure in place. We’re a hockey town.”
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