Exploring the relationship between local hockey franchises and tourism development

This paper examines six Western Canadian communities in order to explore how existing local hockey franchises have been used for tourism development purposes. Themes emerging from interviews with 24 prominent members of the communities, including tourism and economic development officers, team owners and managers, arena operators, and mayors, are discussed. Efforts made by select local business owners and operators are outlined. While franchises are considered integral parts of their local communities that generate significant exposure, they remain an untapped tourism development opportunity. The discussion revisits the literature on small cities and tourism development. Recommendations are then made to develop more comprehensive, city-initiated development strategies that emphasize the team's importance as a winter activity that celebrates the sport and local culture.