Tag Archives: Philadelphia Flyers

Ethnographic Hockey, Part 4: The Dietz & Watson and Horizon Services Zambonis

This is Part 4 of my series of posts detailing my ethnographic study of the March 18th, 2014 Flyers vs Blackhawks game in Philadelphia, PA. You can find Part 1 here, and Part 2 here, and Part 3 here.

When I entered the seating area to find my seat, I stopped for a moment to look down at the rink. It was about 30 minutes to game time. The JumboTron was flashing the names and pictures of various players, while upbeat music played that reminded me of a dance club or rave. After each player’s picture, the JumboTron showed the player’s stats and other bits of trivia knowledge, most of which I couldn’t interpret.

When I looked down at the rink, I saw the teams were on the ice, but not playing. They were gathered on opposite sides of the rink, each team sticking to their own side. Dozens of pucks were laid out across the ice, and the players were shooting them over and over while skating around in circles. They looked like practice shots.

I found a stadium attendant with a black jacket that read “EVENT STAFF” across the back. Her nametag read, “Vida.” I asked her, “Are they warming up?” It was the only explanation I could come up with.

“Yes,” she said. “Then they’ll bring out toe Zambonis to refresh the ice, then they’ll come out to play.”

She stepped away to ask another fan if they knew where they were sitting, then examined their ticket and directed them where they needed to go. Meanwhile, PECO and Dietz & Watson ads played on the JumboTron, while an announcer informed the attendees of the rules. We were told that there was “No smoking,” which seemed reasonable. Then he said that there would be “No abusive language.” That also seemed reasonable but it surprised me that it had to be announced explicitly. After listing a few other rules about rowdiness, the announcer said, “Violators will be escorted from the building.” This made me wonder just how rowdy they expected the crowd to get.

At 7:15, the Zambonis arrived. They were painted all over like NASCAR cars, one with the Dietz & Watson logo and another with the Horizon Services logo. By this point, somewhere between a third and half of the seats in the stadium were already filled. People were talking and laughing, and sitting down to eat hot dogs, pizza, and french fries. Meanwhile, the Dietz & Watson and Horizon Services Zambonis performed their dance on the ice, gliding about in slow coordination, one following a short distance behind the other and a bit to the side so their paths just barely overlapped.

Watching the Zambonis drew my attention to the ice itself. The Flyers logo was clearly visible in the center. It was surrounded by a circle of text that read “Wells Fargo Center.” Beyond that, ads were stamped directly into the ice: Dietz & Watson, Dorado Systems, McDonald’s, and Toyota. The remaining 15 minutes before the game started was an endless saturation of ads, for while the Zambonis did their dance, another ad played on the JumboTron, with Magic Johnson encouraging us all to sign up for Healthcare.gov. This was followed by an ad for “Muppets Most Wanted” before 1-800-Lundy-Law once again welcomed us to the game, and Mr. Lundy closed by saying, “Go Flyers.”

I wondered about the effectiveness of all this advertisement saturation, but I knew that there was a principle of association and persuasion at work here. In his book, “Influence, Science and Practice,” Robert B. Cialdini discusses the power of conditioning and association. This is a way in which positive associations between otherwise unrelated things can affect the way we feel about those things. This can start off with something as simple as a good meal. Cialdini described a study in which “subjects become fonder of the people and things they experienced while eating” (p. 164). The reason for this is because if you are eating good food, you experience positive emotions. Those positive emotions then become subconsciously associated with the event you’re attending, rather than just with the food itself. It was no wonder, then, that the stadium was filled with food stands from one end to the other. Not only was it more convenient (allowing guests to eat here instead of having to eat before the arrived), but the act of eating during a game can actually have a psychological effect of your enjoyment of the game.

This association effect can also apply to other products and people. Cialdini said, “Radio programmers are instructed to insert the station’s call-letters jingle immediately before a big hit song is played,” (p 165) because it creates an association of positive emotion between the station and the song. Just like there would be an association between 1-800-Lundy-Law and the positive emotions fans experienced during the game.

This is an especially strong influence when it comes to sports, and it soon became apparent to me that the association principle taking place wasn’t limited to just the advertisements. Overhead, an American and a Canadian flag hung above the arena, across from banners listing Bruce Springsteen (#53) and Billy Joel (#48) as “Philadelphia Sellouts” in honor of concerts they held at the Wells Fargo Center that sold out all the seats.

Image Credit: Wikipedia
Image Credit: Wikipedia
Image Credit: Wikipedia
Image Credit: Wikipedia

As the countdown to the game grew closer, a group of kids near me began shouting and chanting, “Let’s go, Flyers,” followed by slapping their noisemakers against their hands in a rhythm: 1, 2, . . . 3, 4, 5. They continued chanting over and over, each time with the same pattern to the clapping and noisemaking afterwards. Then, at 7:30, the announcer came on to introduce “Your Philadelphia Flyers,” and all the fans cheered.

“Your” Philadelphia Flyers, not “the” Philadelphia Flyers. This is another example of the influence of association at work. Cialdini also discusses this idea of fan association, stating that people will shout, “‘We’re number one! We’re number one!’ . . . not ‘They’re number one’ or even ‘Our team is number one'” (p. 168). The association felt by fans is so strong that they often use the pronoun “we” to show their identity with their team. Though, it seems this only applied when a team is winning, and that “No television viewer will ever hear the chant, ‘We’re in last place! We’re in last place!” (p. 168) since people will distance themselves from their team after a defeat.

It seems, then, that there are a number of influences at work, all at once, within a single arena. The fans associate their positive feelings–from the good food, to the cheering, to the music–with the team itself, and they associate themselves as being part of the team. If advertisers, such as the announcer from 1-800-Lundy-Law, become associated with those same positive feelings, it seems likely that a similar connection will be forged. A team who has a great time with great food and great friends at a game will carry their positive feelings over to everyone who is “part of the team,” and that includes Mr. Lundy, who shouted, “Go Flyers!” right along with the rest of the crowd.

After musing over the significance of so many associations in one place, I took my seat, and waited for the game to begin.

This story will continue in Ethnographic Hockey, Part 5: American Heroes and the Star Spangled Banner.

Advertisements

Ethnographic Hockey, Part 1: An Orange and Black Philadelphia

As part of my ongoing research into Native American culture, sports culture, and racism, I decided that I needed to go to a sporting event. My purpose in going was to make sure that I gain some kind of understanding about what sports mean to people and the role sports play in people’s lives. With the ongoing debate over the names of teams like the Washington Redskins (which some people argue mock Native American culture and others argue honors them), I feel that it’s important for me to get to know sports culture in order to understand the perspective of the people who say that their teams are part of a longstanding tradition.

On Tuesday, March 18th, I attended the Flyers vs Blackhawks game at the Wells Fargo Center in Philadelphia, PA. I tried to go in with an open mind. I’d never been to a hockey game before, and my previous experience with live sporting events had been sharply limited. My dad took me to two baseball games (Phillies vs Pirates and Phillies vs Expos (the Montreal Expos, I have since learned, are now renamed the Washington Nationals)) when I was a kid, and I don’t remember much of anything about them. One of my uncles took me to an Eagles game, and I only remember that it was really cold. Then, as an adult, I once took a girl to a New York Giants football game because she was a football fan and I wanted to impress her (it didn’t work). Attending a hockey game on this occasion was helpful because it is a sport I’m completely unfamiliar with (thus allowing me to enter with as few preconceptions as possible), though the fact that both football and baseball were out of season had a lot to do with the decision.

I bought my ticket online, after a fair bit of confusion navigating the ticket purchasing website. I eventually found that those attending the game can select whichever seat they like from an interactive stadium map that shows where each seat is located, how many seats are already empty or filled, and the seat’s position relative to the rink. I chose a seat in the mezzanine level (because those were the cheapest tickets), at a position I thought would give me an adequate view of the game: Section 222, Row 13, Seat 18.

I printed the ticket from my computer at home, though there is also an option to pick your tickets up at the box office.
I printed the ticket from my computer at home, though there is also an option to pick your tickets up at the box office.

I left early, wearing my NaNoWriMo hoodie and carrying my fieldnotes book in my pocket. I brought two pens, just in case. Which is a good thing, since one of them ran out of ink before the game even started. I ended up taking quite a lot of notes during the following five hours.

Excuse my poor handwriting.
Excuse my poor handwriting.
I filled up nearly the whole 180 page notebook.
I filled up nearly the whole 180 page notebook.

My goal during note-taking was to capture as much as I could about the people, their behavior, the way they talked, and the reactions they had during the game. However, I also spent a lot of time looking at the environment, since a stadium is a very unique setting not quite like any other.

I arrived at the Wells Fargo Center at 6:00 pm. I paid $16 for parking (which, I should note, is actually cheaper than the $21 parking price at the Penn Museum, which is only a short distance from the stadium). I noticed an advertisement for 1-800-Lundy-Law on the front of the parking lot ticket booth. When I first entered the parking lot, my initial reaction was confusion. There were parking spaces all around, but most of the lots were blocked off by barriers and orange cones, while lot attendants in neon orange vests waved the cars forward and directed us elsewhere. Uncertain where I was being led, I followed the line of cars in front of me until we circled nearly the whole building. Eventually, I was waved into a parking lot and found a spot. While the complexity of parking was at first confusing, it later became clear that it was a necessity. During the game it was announced that 19,932 people were in attendance, and with that many people, the parking situation could easily have descended into chaos without the aid of stadium employees telling us all where to go. The stadium has a maximum capacity of 21,660, which means it doesn’t get much more packed than it was that night (in fact, the announcement made on the JumboTron called it a “sell out”).

Upon my arrival in the parking lot, I already saw dozens of people dressed in orange and black clothes, hats, and jerseys. While not a hockey fan, I’m familiar enough with the Philadelphia Flyers to know that orange, black, and white are their team colors. I initially spotted only a few people wearing Blackhawks jerseys, which wasn’t surprising, since the game was taking place in Philly.

I took a few minutes while in the parking lot to just observe the area. The first thing I noticed was that there were several stadiums clumped together all in this same area. From the parking lot of the Wells Fargo Center (which, according to banners hanging on the side of the building, hosts games for the Flyers, the Wings lacrosse team, and the 76ers basketball team), I could see the nearby Lincoln Financial Field (home of the Eagles football team), and the Citizens Bank Park (home of the Phillies baseball team). I have always found it curious that all of the stadiums in Philadelphia are named after banks. It also leads to frequent name changes when banks undergo mergers. Just as customers of those banks find the name of their local branch changed, the Wells Fargo Center has changed names from the CoreStates Center to the First Union Center to the Wachovia Center, before settling on its current name. Yet the name is much more than a simple identifier: the original CoreStates bank paid $40 million in 1996 to get naming rights of the stadium for the next 21 years.

Before leaving my car, I took note of where I had parked. A sign on the nearby lamppost said this was section “D3,” and below that was a Toyota logo. I mused about the significance of parking in the Toyota parking lot of the Wells Fargo Center, remembering how I’d paid for parking at the “1-800-Lundy-Law” ticket booth. I then headed up to the stadium.

More people wearing orange and black continued to pass by me. An announcer spoke over the speakers overhead, telling me that “1-800-Lundy-Law welcomes you to the Wells Fargo Center.” The same announcer warned me not to buy tickets from scalpers and said that they would not be accepted at the ticket booth. It occurred to me later that the term “scalpers” is a potentially offensive one. My earlier research into sports and racism brought up a news article about a Sonic Drive-in sign referring to scalping, which read “‘KC CHIEFS’ WILL SCALP THE REDSKINS FEED THEM WHISKEY SEND – 2 – RESERVATION.” The sign was later taken down after multiple complaints were issued, and Sonic issued a formal apology. However, there is a certain disparity between using the term “scalping” to refer to sports teams like the Chiefs and the Redskins versus using it to refer to ticket resale.

I continued onwards, and reached the main entrance to the stadium. In front of the entrance, five tall flagpoles stood in a row, the flags on top of each flapping lightly in the breeze. I looked up and examined each of the flags. One showed the logo for the Philadelphia Wings, the next the logo for Comcast Sportsnet, the next the 76ers, then the Flyers, and finally the American flag.

I stopped and considered the meaning of this for a moment. The flags representing the sports teams were hung alongside the American flag, at the same height, depicted with the same significance. It seemed to be symbolic of the position sports played in the lives of Americans. Sports are, notably, considered a national phenomenon in many ways. Baseball is called the “National Pastime.” ESPN has a program called “SportsNation.” And as noted earlier, the Canadian-based team the Montreal Expos was later moved to Washington D.C. and renamed the Washington Nationals. The Nationals’ mascot is Screech, a bald eagle, and many of the team’s logos are red, white, and blue, with stars.

Image Credit: SportsLogos.net
Image Credit: SportsLogos.net

The significance of a team’s mascot and logo seems particularly important. As I noted in an earlier post, the Blackhawks team name and mascot are based off the original team owner’s World War I infantry division, something which holds a lot of historical and cultural importance. And while the Philadelphia Flyers have no actual mascot, their team logo is a stylized “P” representative of their home city of Philadelphia. The name “Flyers” was chosen because “it captured the speed of the game and went well phonetically with Philadelphia.” The design of the logo also incorporates a wing to represent speed, a circle at the center of the “P” that represents a hockey puck, and a sweeping stick shape on the back end of the “P” that looks like a hockey stick. The combination of these factors blends the concepts of “speed,” “hockey,” and “Philadelphia” into a single image. It’s easy to see how this would help fans from the Philadelphia area identify and associate with their team, feeling a connection between their own status as Philadelphians and their hockey team.

Image Credit: GoodLogo.com
Image Credit: GoodLogo.com

The Flyers aren’t the only Philly team to have a mascot or logo that forges such a connection. The Philadelphia Eagles use the bald eagle, which is also the symbol found on the Great Seal of the United States.

Image Credit: Wikipedia
Image Credit: Wikipedia

This seems particularly significant when considering that Philadelphia was the original capital of the United States, from 1790-1800. Philadelphia is also one of the oldest cities in America, founded by William Penn in 1682. It’s a city that has played an important role in our colonial history.

Image Credit: hoopsmanifesto.com
Image Credit: hoopsmanifesto.com

This connection between the Philadelphia sports teams and Philadelphia history is also seen in the logo of the 76ers. The Sixers are named after the year 1776, when the Declaration of Independence was signed. Their logo, like the Washington Nationals, includes red, white, and blue colors, along with a circle of thirteen stars in the same design as the first American flag.

I turned away from the line of flags and into the stadium, pondering the cultural significance of these connections. I had already encountered a great deal of symbolism and history, and the game hadn’t even started yet.

This story will continue in Ethnographic Hockey, Part 2: Autographed Jerseys and Buy One Get One Hats.