Kings Aim for Market Share

This, Kings’ management says, is a great day, one they have looked forward to for half a decade.

It may seem strange to embrace a moment when the NHL is still sifting through the rubble caused by a 10-month lockout, a lost season and significant fan anger or indifference, but the Kings wanted to be in this position.

With a new collective bargaining agreement in place, one that has tight restrictions on team spending, the Kings are ready to claim a spot as an elite franchise. Or so they will say at a news conference today to announce season-ticket price cuts and other incentives to lure back fans.

“I have never seen anything in sports that compares to what we have to do in the next 30 days,” King President Tim Leiweke said. “

Translation: the Kings to a degree sacrificed the last few seasons to be in better salary-cap position after the NHL’s labor pains.

That will be part of the pitch when they try to tempt fans today with the announcement of a 5% reduction on season tickets and other inducements. They will double the number of $10 tickets, from 500 to 1,000, and increase the all-inclusive packages, including more family night deals. Leiweke said parking and concessions prices would remain the same.

But topping Leiweke’s must-do list to get the Kings a portion of Southern California’s disposable income is replacing labor-woe whining with on-ice winning.

Leiweke stressed winning, affordability and access as the keys to retaining and attracting more fans. The Kings sold out 30 of 41 regular-season home games during the 2003-04 season and averaged 17,725 tickets sold.

Of course, that was money spent on a team that finished 11th in the Western Conference.

“Hockey fans are loyal, its core audience will show up at the turnstile when they turn on the lights in arenas,” said Paul Swangard, managing director of the Warsaw Sports Marketing Center at the University of Oregon.

“But as Bill Veeck once said, if all we do is attract baseball fans to baseball games, I’d lose my shirt. You can’t survive on the core audience. The casual fan wants to spend money on something entertaining.”

The Kings hope to tap those resources with the help of free agency, something they more or less shunned under the previous labor agreement.

The Kings have committed $15.6 million to 12 players for the 2005-06 season, which is so far below the $39-million salary cap that even re-signing their six restricted free agents would leave plenty of cash to pursue impact players.

More than a few teams are on the other extreme. Philadelphia had nearly $34 million tied up in 13 players before buying out the contracts of veterans John LeClair and Tony Amonte on Saturday. Even down the freeway in Anaheim, the Mighty Ducks probably will feel a financial pinch from having $20.5 million tied up in nine players.

“We will probably have an upswing in spending,” Leiweke said. “The three things we will do is sign our draft picks, sign our [American Hockey League] players and fill in holes with free agency.”

The Kings claim they have lost $125 million since Philip Anschutz bought the team in 1995. The team had a $52-million payroll in 2003-04 and lost $12 million, according to Leiweke. Last season’s losses, he said, would have been greater if the team had not received insurance payments for contracts of injured players Jason Allison and Adam Deadmarsh.

Leiweke said developing players will be the key under the new collective bargaining agreement and King officials boast about having eight first-round picks since 2000. The team had five first-round picks in the previous nine drafts.

“We’re in a better position to have young players fill in spots,” said Kevin Gilmore, the Kings’ assistant general manager who is in charge of fitting the team under the salary cap. “The idea is to have 80% of your team developed from within and 20% from free agency.”

But Gilmore said that the Kings “will be buyers” in this summer’s free-agent market. He said the team would sign three or four players, most likely to boost the offense.

“We need top-six forwards,” King Coach Andy Murray said when asked what holes were evident. “We’ll be looking at free agency to fill some of those spots.”

Leiweke said the Kings would offer a contract to unrestricted free agent Luc Robitaille so the 39-year old can finish his career in Los Angeles. Robitaille will be at today’s news conference, according to television promotions in recent days. Sean Avery, who attracted some player anger for his harsh comments about NHL Players’ Assn. Executive Director Bob Goodenow, also is expected to attend.

But signing Robitaille, Gilmore indicated, would not be considered part of the team’s free-agent shopping.

“We’re going to take advantage of the cap room we have,” Leiweke said.

But he added: “We will do long-term solutions, not short-term solutions.”