Attending a first hockey game is exciting, but unfamiliar rules, traditions, and arena layouts can leave new fans feeling disconnected. The Welcome to Hockey: First-Game Fan Passport turns that first visit into an interactive experience through beginner-friendly hockey information, team traditions, arena activities, sponsor activations, and a keepsake reward. Available as a ticket add-on or team-store purchase, it helps first-time guests feel informed, included, and excited to return.

A kid friendly version would include games like i-spy, tic-tac-toe, etc to help parents keep their kids occupied at their seats while waiting for puck drop.

Value to the Organization

• Improves the first-time fan experience

• Encourages exploration of the arena and sponsor activations

• Creates a new sponsored asset and merchandise opportunity

• Drives traffic to concessions and the team store

• Supports repeat attendance through a bounce-back ticket offer

• Helps new fans understand team traditions and feel included

How It Works

1. Guest purchases the passport online, at the box office, or in the team store.

2. The passport guides them through key arena locations and activities.

3. Guests collect physical stamps or QR check-ins.

4. Completed passports are redeemed for a keepsake puck.

5. A bounce-back offer encourages a second visit.

Potential Success Measures

• Passports sold or distributed

• Completion rate

• Sponsor activation visits

• Team-store and concession redemptions

• Bounce-back ticket use

• First-time guest satisfaction

• Percentage returning for another game