What the Seattle Kraken Get Right About Fan Experience

What is now a tradition began as a one-off on January 16, 2023. It was my first visit to Climate Pledge Arena in Seattle. The Kraken were playing the Tampa Bay Lightning, my hometown team.

My husband, our dog, and I made the nearly three-hour drive up from Portland, arriving just an hour before puck drop. We checked into our spacious, pet-friendly king room at The Maxwell Hotel, located within easy walking distance of the venue—a major bonus.

With puck drop at 1:08 p.m., we reached the security entry within 10 minutes of leaving the hotel. Blue skies offered clear views of the Space Needle from Seattle Center Park. Its green lawn and adjacent walkway hug the west side of the arena, making for a scenic afternoon stroll. In the evenings, string lights glow along the same pathway, bright colors pour from the International Fountain, and the illuminated Space Needle shines in the background.

My husband’s jersey, the traditional Tampa Bay royal blue and white, radiates in the daylight. Mine is seemingly more discreet, acting as a safety blanket in enemy territory: a blackout jersey with the letters “KUUUUUUUUCH,” sprawled across my back. It doubles as an ode to Lightning right-winger Nikita Kucherov, number 86, and popular chant that follows whenever he scores a goal. As we arrive, I catch a few curious looks, but we’re surprised by how many fellow Tampa Bay fans we see. We excitedly exchange “Go Bolts!” and “KUUUUUUUUCH!” as we pass each other.

It’s a strong crowd for an afternoon match-up.

We breeze through security because we packed light. We each wore a matching baseball cap, and I brought my trusty clear purse, just large enough to fit a small, zippered wallet, ChapStick, a Summer Fridays Pink Sugar Lip Butter, and hand sanitizer. I opt to hold my phone. It’s easier to snap photos quickly, and I can simply tuck it into the waistband of my leggings when I need a free hand to sip a crisp Coors Light.

The arena is bursting with fandom. Reopened in 2021, it was a massive redevelopment for Seattle and walking around for just a few minutes makes it easy to see why. It’s a whole production. Shiny concession stands with their own light show, living green walls, and interactive activations line the concourse halls, creating an immersive brand experience. Shades of deep sea and ice blue everywhere.

Our tickets are in the WaFd Bank Club, a lucky score we picked up from a last-minute season ticket holder resale. The attendant scans our tickets and stamps the backs of our hands for re-entry. As I take it all in, I must admit, I’m impressed. Our opposing gear doesn’t make a dent in the sea of branding that envelops the club space. Deluxe food areas, a wine bar, and branded desserts span the area. Guests chat over stacked plates of Kraken IPA-battered fish tacos, New York-style pizza by the slice, and more.

Kraken's mascot Buoy displayed on sugar cookies

As a former employee of the San Jose Sharks and loyal fan of Tampa Bay, I have spent a lot of time in arenas consulting with corporate partners and preparing mock-ups for in-arena displays. Though our cushy club seats made our victory that much sweeter that day, the Kraken’s attention to detail for the fan experience left us wanting more.

So, when the Lightning won 4-1, we knew we’d be back to do it all again next year.