'Community cabinet' aims to add more Francophones, Indigenous fans to Sens fold

The Ottawa Senators franchise is looking to diversify its fan base with the announcement of a new "community cabinet" aimed at engaging with Francophone and Indigenous Canadians living in the Ottawa-Gatineau region

The team announced the advisory body earlier this week, saying it would be made up of "respected community members" who would foster "more authentic engagement" with diverse groups in the National Capital Region, including the Algonquin Anishinaabeg Nation and Francophone community. 

Cabinet member Martin Paquette, the CEO of Groupe Nordik, said the Francophone community in the National Capital Region represents an important demographic for the Senators. 

"There's as many hockey fans in Gatineau as there are in Ottawa," he told CBC. "It was really important to have a voice at the table representing the Francophone of the region."

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Moshe Lander, a sports business expert at Concordia University in Montreal, said the council looks like an attempt by the team's new management to reverse falling attendance.

"It does make sense that Ottawa should reach onto the other side of the river to make sure that they have the broadest fan base possible. If they can poach fans from the Montreal Canadiens in the process, why not," Lander said. 

A group led by Toronto-based businessman Michael Andlauer bought the franchise last year after the death of former owner Eugene Melnyk in March 2022.

Since then, the new management have been working on plans for a new arena at LeBreton Flats — a $1-billion project to which the city may be asked to contribute funding. 

Those plans may be motivating the team's management to show they are welcoming a diverse fan base, Lander said. 

"I can promise you it's only a matter of time before this ownership group shows up at city hall saying, 'Where is $500 million to help us pay for this?'" Lander said.

Engaging the region's Francophone and Indigenous communities, Lander said, "makes it a little bit of an easier sell to the taxpayer why they should be putting up money to help billionaires build their arenas."

Moves taken already by the franchise include installing new signs inside the Canadian Tire Centre welcoming fans in French and Algonquin, the training of clearly identified bilingual staff, and holding a full team practice for the Senators at the Slush Puppie Centre in Gatineau last month.

At the Canadian Tire Centre ahead of the Senators' match against the Tampa Bay Lighting on Saturday, some Francophone fans welcomed the new engagement drive. 

"They're off to a good start with what they did this year at the Slush Puppie Arena," said Paul Villeneuve. 

Senators fan Maxime Baril, who drove from Montreal to watch the game, suggested more French players could boost support with Quebecers.

"Like they traded Mathieu Joseph last year," he said. "He was a fan favourite."

But Marc-André Vézina, who also drove from Montreal with friends to watch the game, said the team just needed to keep ticket prices low. 

"They're doing great actually, because I'm here," he said. "It's cheap if I compare to the Montreal Canadiens."