SEATTLE — Samantha Holloway sat at the Kraken Community Iceplex overlooking a sheet of ice, immensely proud of an NHL franchise that officially started seven years ago and has grown in size and influence around the region.

Yet, she’s making changes regarding Seattle Kraken ticket costs and concessions at Climate Pledge Arena.

“I feel optimistic,” Holloway told KOMO News during an interview as the season was winding down. “This brand has done tremendously well in the city here. We built this organization from the ground up, authentically. We have a great fan base. We’ve become a hockey town.”

But the Kraken owner said she and her leadership team have heard feedback from fans, particularly regarding tickets and concessions at the now four-year-old Arena.

“What we hear is that, generally, people are having a great time. People love the food, people love the merch, but there’s things that we can improve on,” said Holloway, who added that next season, season ticket prices would be lower for most holders.

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That means, for instance, any upper or lower bowl seat not in a designated club or ice level section will get a price reduction. Season ticket holders will also get a chance to sign year-to-year agreements, as opposed to the three-, five- and seven-year commitments that the Kraken offered not long after their launch.

Season ticket holders will also get a 25% discount on food and drinks, as well as a “calendar of activities” for exclusive events.

Holloway said most of the feedback has come from families who are focused on cost and affordability. The Kraken will market a $150 package for four tickets, sodas, and popcorn.

All of it, Holloway said, comes from internal conversations that have been ongoing for a year with a recognition of a sports marketplace that changed in the years after COVID. The franchise was awarded to Seattle in 2018, but Climate Pledge Arena didn’t open until 2021, and the Kraken, playing the first NHL season with games getting canceled or rescheduled as the league tried to navigate the pandemic.

“We want folks to get into the arena, and we want to bring new fans in, and we want to make it sustainable,” said Holloway.

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Holloway said she’s happy with the change from ROOT Sports to a TV package that includes streaming on Amazon Prime and local over-the-air broadcasters through the Northwest and Alaska, saying it has tripled viewership. The Kraken boast that they’ve sold out 128 games in a row and that their data says there are 2,000 new fans coming to the Arena for every home game.

But Holloway doesn’t sugarcoat the fact that the team missed the playoffs for the third time in their four-year history either.

“I actually think people are in the seats no matter how we’re performing on the ice, which is a testament to this market and our fans,” Holloway said. “People will be there till the very end no matter what the score is because it is fun and they’re having an amazing time. Will that last forever? Probably not, right? How we perform on the ice is extremely important to us.”