ANNOTATED BIBLIOGRAPHY

American Psychological Association. (n.d.). Need for affiliation. APA Dictionary. Retrieved on 5/10/25 from https://dictionary.apa.org/need-for-affiliation

Affiliation is defined as the desire to form relationships with other individuals, which leads to the formation of friendships and attachments. It also leads to the need to join organizations and social gatherings. Stressful situations, such as sporting events, intensify this need for affiliation and can form social bonds and create communities.

The American Psychological Association is the main professional association of psychologists in the United States. The entries cover definitions written by authorities in psychological scholarship, research, and practice. “Affiliation” is in Maslow’s Hierarchy of Needs.

While a hockey game may be most noted for its ability to satisfy a consumer’s need for stimulation or exhibition, the need for affiliation will bring fans (consumers) back to games repeatedly. Emphasizing the community and camaraderie fans will enjoy while attending games and events, the Blizzard will increase their fan base. By offering the space and reason for gathering, the Blizzard organization will have a consistent cashflow and relevance in the community.

Arapovic, B. (n.d.). Ice hockey player in action. Vecteezy. Retrieved on 5/17/25. https://www.vecteezy.com/photo/11923741-ice-hockey-player-in-action

Licensed photo, free for use with attribution, featuring a lone hockey player spraying ice with his skates and his hockey stick raised for a powerful shot. The atmosphere is filled with a swirling fog.

The image was captured by Arapovic, otherwise known as Dotshock or .shock. He is a stock photography content creator based in Sarajevo, Bosnia and Herzegovina. His images are available on Shutterstock, Adobe Stock, IStock, and many more sites.

For the thesis project, the image was enlarged for the background detail and the values evened out for use in many parts of the project. The skater, while powerful, was not used because he is alone. All images that include people for any Blizzard-related publications or digital postings must include two or more people to represent the need for affiliation.

Blackburn, P. (2017, Jan 5). ECHL team unveils ridiculous ‘Rocky’ themed uniforms. Fox Sports. Retrieved on 5/24/25. https://www.foxsports.com/stories/nhl/echl-team-unveils-ridiculous-rocky-themed-uniforms

ECHL hockey teams have a tradition of creative uniforms. Many teams hold specialty nights, and the team uniform is designed to showcase the event. For example, the Toledo Walleye held a “Rocky Tribute Night,” to celebrate the main character played by Sylvester Stallone in the “Rocky” movies from the 1970s to the early 2000s. The uniform consisted of a bare chested, finely sculpted torso with a championship belts, stars and stripes from the American flag on the shorts, and socks that look like boxing boots. In this instance, the jerseys were auctioned off for local charities.

Blackburn was a senior writer for Fox Sports from 2016-2017 and has made a career out of covering the NHL and other sports related topics as a writer, media producer, and editor. He earned a bachelor of science in communication from Endicott College, Beverly, MA, in 2013.

Community-building events are one way for ECHL teams to increase attendance at their games. Specialty uniforms, as well as standard game-day uniforms, are more stylized and playful than NHL uniforms.

Boehmer, J. (2025, Feb 11). It’s all about community: How new niche sports franchises can create highly engaged fans that are willing to pay more. Abstract. Taylor & Francis Group. Retrieved on 5/20/25. https://www.tandfonline.com/doi/full/10.1080/16184742.2025.2462643#d1e762

The abstract focuses on how a semi-professional American football team in Munich, Germany, creates brand recognition and builds a fanbase as a niche sport playing in a competitive market. Start-up sports teams lack resources, a loyal fanbase, and has no history on which to draw to entice a new fanbase. The Munich team, the Ravens, quickly created a large fan base by appealing to specific social groups and individuals who desire affiliation with these groups. Success was not a key factor at the beginning, but social ties to the team identities was. The abstract recommends new teams focus on community building and incentives to fans while the team builds their competitive edge.

Boehmer is an assistant professor of sports management at the University of Michigan, School of Kinesiology, Ann Arbor, MI. He is a member of the Center for Sport Marketing Research, focusing on social and economic impact of sports. Boehmer earned his Ph.D. in media and information studies from Michigan State University, his master in business administration from Old Dominion University in Norfolk, VA, and his bachelor of arts in journalism from the University of Applied Sciences in Darmstadt, Germany.

This study proves the fans’ need for affiliation as the best starting point for a brand-new franchise. They will need a strong, loyal fanbase at the beginning, because the team statistics will still be in development for several seasons. They may not have a winning record for a few years and a staunch fanbase will continue to bring in revenue and attract more fans and sponsors to support the franchise.

Butler, S. & Diaz, C. (2016, Sep 14). “Third places” as community builders. Brookings. Retrieved on 5/24/25. https://www.brookings.edu/articles/third-places-as-community-builders/

Third spaces are places where people spend time when they are not at home (first space) or at work (second space). These can be coffee shops, grocery stores, playgrounds, churches, or any number of places where people can connect with others. Third spaces build community and people of various socio-economic backgrounds may have a chance to socialize, which can lead to a break down in social silos. Common spaces allow for people to form attachments and new relationships, which then strengthens social networks and can stabilize communities. Butler is scholar in residence in Economic Studies at the Brookings Institute. He earned his bachelor of science in physics and mathematics, a master of arts in economics and history, as well as a Ph.D. in American economic history. at St. Andrew’s University in Scotland. Diaz was a research assistant at Brookings Institute based in Washington, D.C. Sports teams can establishes third places for community building. Supporting a team is a good way to form new relationships.

Carlson, E. (2023, May 18). Googie architecture: Space age themes shaped ‘modern’ style. Astronomy.com. Retrieved 2/16/25 from https://www.astronomy.com/observing/googie-architecture-space-age-themes-shaped-modern-style/

After World War II and the increase in suburbs in the United States, people needed to drive longer distances to get to work and other places. Businesses needed bold, vivid architecture and signs to capture the attention of driver. Googie architecture features space age themes, since Americans envisioned a future where space travel would be the norm. Designers created shapes that represented space travel, atomic energy, and an idealistic future. Googie architecture and design using soaring, metallic shapes, with asymmetrical buildings, to attract people driving by in their cars.

Astronomy.com covers news about sky observing events, spaceflight news, and discoveries made in and about space. Carlson is a science writer with a background in physics and astronomy. She earned her master of science in science communication from the University of California, Santa Cruz. She also earned a master of science in astronomy from the University of Wisconsin, Madison. Her bachelor of arts was earned in physics at Pomona College in Claremont, CA.

Las Vegas has many points-of-interest that include the Googie style and the Welcome to Las Vegas sign. The style of the Blizzard hockey team draws on the design styles of lounge signs, interior decorating, and typography inspired by this era.

Castillo, R. (2024, Mar 16). What is Las Vegas known for? Get to know Sin City. Redfin Blog. Retrieved on 5/8/25. https://www.redfin.com/blog/what-is-las-vegas-known-for/

Las Vegas is known for its casinos, glittery architecture, and neon signs. It’s where reality meets fantasy. The city’s nightlife and entertainment businesses bring tourists from all over the world. The surrounding areas outside of the Las Vegas Strip are very different. Outdoor enthusiasts can hike, kayak, view stunning sunsets, and enjoy a desert landscape. While Las Vegas has been shaped by its glitzy image, the region around it has had an effect, too. Atomic blasts were performed there in the 1940s and 1950s, which led to the Atomic age design era. The desert, though, still inspires wild west and cowboy themes.

Castillo is the brand marketing manager for influencer partnerships and social media campaigns for Redfin Real Estate company, an online platform used to search for properties, connect with realtors, and research neighborhoods. He earned a bachelor of business administration from Gonzaga University, Spokane, WA and has been working in marketing since 2018 at several companies.

Lists of top Las Vegas activities informed the naming and visual branding of the thesis project. The Blizzard uses a cowboy-inspired phrase on the billboard, while the shapes, stars and space travel-inspired, are infused in the logo and overall design.

Color Picker. (n.d.) #FFE300 Star. ColorKit. Retrieved on 5/21/25. https://colorkit.co/color/ffe300/

The shade for the yellow in the Blizzard’s color scheme is hex code #ffe300. Color Picker named this shade “Star” and describes it as radiating “energy and enthusiasm.”

The site was created and is maintained by Andy Feliciotti, a web app creator, WordPress plugin developer, and photographer. ColorKit is built for designers and artists for color inspiration and palettes.

While the yellow used in the color palette for the Blizzard was chosen independently from this site, the color codes were searched on this site for more information. It is a coincidence that it is named “Star” with a description of bringing energy to a project. The first yellow chosen was a pure yellow, which was not effective for this project. Adding a touch of red and green created the color used in all logos and starflakes.

ECHL (2023, Oct 3). ECHL launches new website platform. ECHL News. Retrieved 3/30/25. https://echl.com/news/2023/10/echl-launches-new-website-platform

The official website of the ECHL announced a new website platform for the 2023-24 season to provide a consistent experience for all teams in the league. Teams use the same interface for their statistics and team information. All sites are connected to the same database, creating an easy-to-navigate user experience and streamlined digital marketing.

Patchboard, the company responsible for creating the website and social media platforms for all ECHL teams, creates websites and digital marketing tools for festivals, event venues, and sports teams. The official ECHL website is the central space for all information pertaining to the ECHL, including the rule book, hall of fame, record book, and licenses for the teams.

The thesis project’s assets include a website for the team. The main page and statistics page are compliant with the new website platform style.

Erickson, A. (n.d.). Southern Paiute bottleneck basket. Arthur Erickson Old Native Arts & Unusual Antiques. Retrieved on 5/24/25. https://arthurwerickson.com/products/paiute-bottleneck-basket

An image of a bottleneck basket woven by the Southern Paiute tribe in Nevada. It features a design with a vertical rectangle with pointed extensions above and below.

Erickson is a collector of “old native arts & unusual antiques” with a store located in the Pearl District in Portland, Oregon. He has been buying, selling, and trading American Indian arts since 1974.

The symbol on the basket was the inspiration for one of the early sketches for the Blizzard logo. Symbols and items specific to the Las Vegas, Nevada region were considered and this image both honored the land on which the arena could be built, as well as looking like ice formations.

Halloran, T. (2014, Jan). Romancing the brand: How brands create strong, intimate relationships with consumers. Jossey-Bass, a Wiley brand. https://learning.oreilly.com/library/view/romancing-the-brand/9781118828977/

Brands must make their core consumers feel special and engaged with the brand. Consumers with a passion for the brand will return to the brand again and again. They will also be brand ambassadors, promoting their favorite product to friends and family. This relationship can be nurtured through engagement on many levels. Just like a romantic relationship, core consumers of a brand must have ongoing positive, fresh experiences to commit to the relationship.

Halloran is a marketing professor, brand strategy consultant, and author. His clients include Coca-Cola, Home Depot, the National Basketball Association, along with a long list of others. He earned a doctorate in business administration from the University of Florida, Warrington College of Business, in Gainesville, FL. He earned a master’s degree in marketing research from the University of Georgia, Terry College of Business, in Athens, GA, and a bachelor of science in business administration and accounting at Washington and Lee University in Lexington, VA.

The importance of romancing consumers is a central message of the book. Core consumers will return time after time if they feel important and special. By creating experiences like theme nights at games, wearing a Blizzard Beanie like Stan the Weatherman, sharing thoughts and photos on fan-centric apps like TikTok, and team hosted tailgates, attendees can become super fans who will then invite friends to attend games and return to games themselves.

History of ECHL logos. (2024, Oct 24). The Hockey Fanatic. Retrieved on 5/7/25. https://www.thehockeyfanatic.com/2024/10/history-of-echl-logos/

ECHL logos and nicknames, essential for branding, are creative and share part of the team and location history. The logo design also reflects the current design trends. They are detailed, intricate, and full of symbolism, and are more colorful and playful than their NHL counterparts.

The Hockey Fanatic website is self-described as the hockey fan site for true hockey fans. The site features articles written for and by hockey fans and has an active archive that goes back to December 2011. The stories, which do not feature an author name, offer opinions and information that can be corroborated with other sites, such as the official ECHL website.

The logo for the thesis project, using the norms from ECHL teams over the history of the league, is full of symbolism and shapes significant in Las Vegas, including a nod to the typography used on signs and buildings in the 1940s and 50s and the 8-pointed star at the top of the Welcome to Fabulous Las Vegas sign.

Horowitz, N. (2018, Aug 12). How the ECHL crafts its message to create and engage fans of its minor league hockey teams. LinkedIn. Retrieved on 5/7/25. https://www.linkedin.com/pulse/how-echl-crafts-its-message-create-engage-fans-minor-league-horowitz/

Minor league sports teams, like the East Coast Hockey League (ECHL) have more leeway to create an entertaining atmosphere for its fanbase. Games in minor leagues are more affordable than NHL games. Ticket holders often attend for the experience, not necessarily for the game itself. Food, drinks, season tickets are all more affordable and the team players are more accessible to the fans and the community.

Horowitz is a social and digital marketing professional, specializing in sports. He is the director of strategy and research at Greenfly, a short-form digital media company based in Santa Monica, CA. He earned a bachelor of arts in economics in 2009 at Yale University in New Haven, CT.

Minor league teams are affordable, fun, and community oriented. The arenas where they play become a center for the community, hockey fanatic or not. Minor league teams from many sports, including hockey, baseball, and basketball, are events where the focus is not only on the game, but also on creating an entertaining experience for the fans.

Inoue, Y. (2019, Apr 2). Building community through sport. University of Minnesota Newsletter. Retrieved 1/19/25. https://twin-cities.umn.edu/news-events/building-community-through-sport

Sporting events and support for sports teams brings a connection to the community created by a common attachment to a team. Fans celebrate wins and mourn losses together, which brings them closer together. Fanship encourages community, which has a positive effect on populations from a variety of backgrounds and situations.

Inoue is a professor of sport management in the Department of Recreation, Sport, and Tourism at the University of Illinois Urbana-Champagne. He is a researcher, and social impact and value practitioner. He earned his Ph.D. in business administration from Temple University, Philadelphia, PA, in 2011; a master of arts in Sport Management at The Ohio State University, Columbus, OH, in 2007; and a bachelor of arts in sociology from University of Tsukuba, Ibaraki, Japan, in 2005.

The article supports the chosen need, affiliation, as a central aspect to all design decisions for this thesis. A new franchise like the Blizzard will need to count on a strong community to build its fanbase. The starflakes are symbols of the community, staff, and team coming together. The arena and social media encourage community.

Kearns, P. (n.d.). 50 things you probably didn’t know about Las Vegas. Movoto. Retrieved 2/5/25. https://www.movoto.com/guide/las-vegas-nv/las-vegas-facts/

List of 50 places to go, things to do, and interesting information about Las Vegas. The first item in the list states that at least 1,000 people live beneath Las Vegas in underground tunnels and ends with the electric bill amount for Luxor’s pyramid, which is at $52 per hour when the article was published.

Kearns is a communications leader in public and media relations. Currently, he is the director of communications at Anywhere RealEstate Inc. based in Madison, New Jersey. He was the head of communications at Movato when this article was published.

One description on this list that inspired early sketches in the logo development process was a description of the white circles around the word ‘welcome’ on the Las Vegas sign are a supposed to look like silver dollars because Nevada is known as The Silver State. A coin with Blizzard was one idea, as well as a formation of silver as it forms. Information that Las Vegas is considered Hawaii’s 9th island due to the cities large community of Hawaiians helped with deciding on flavors for the craft brews, as well as an item on the menu.

Miles, D. (n.d.). Finding your place: The message of ‘Cheers’ and the yearning for community. Thinkers 360 blog. Retrieved on 5/10/25. https://www.thinkers360.com/tl/blog/members/finding-your-place-the-message-of-cheers-and-the-yearning-for-community

The theme song for the TV show ‘Cheers” is called “Where Everybody Knows Your Name”. The sitcom aired on NBC from 1982-1993. The song begins with melancholy lyrics about the struggles and worries everyone faces, then changes to an uplifting message about finding a place where all are welcome and well known. Each episode featured a moment where a regular customer comes through the door of the bar, says hello, and everyone shouts “Norm!” This simple, repetitive bit in the show captures the feeling of community in a shared space.

Miles is an executive advisor and strategic partner to leaders of various industries. He earned a Ph.D. in organization and management, as well as a master’s degree in executive leadership.

The TV show ‘Cheers’ influenced generations of viewers and has encouraged them to desire a place where the community welcomes all visitors. The fans, team, staff, and arena are all the Blizzard, the community that supports one another and cheers each other on through good times and bad.

Peters, S. (2025, May 23). WNBA franchises are a slam dunk in this iffy economy. Marketplace. American Public Media. Retrieved on 5/24/25. https://www.marketplace.org/episode/2025/05/23/wnba-franchises-are-a-slam-dunk-in-this-iffy-economy

The WNBA added new teams to the league this season, including the Golden State Valkyries in San Francisco. They are trying to build a fanbase from scratch. Some fans have been following the WNBA from the beginning, while some just became interested this year after Caitlyn Clark sparked interest in the game. The team doesn’t have superstars, legacy or rivalry to entice new fans. Therefore, new team needs to sell them on community. A lot of people are hungry for community that people, especially women, don’t get from men’s sports. The teams may not do a whole lot of winning in the start, but fans are willing to support new teams that bring a sense of community.

Peters is a reporter based out of Albuquerque, NM. Marketplace is a daily business news and economics show on National Public Radio. It has been in production for 34 years and is aired on over 800 U.S. radio stations.

This show directly relates to the solutions offered for the brand. Addressing the need for affiliation will be the way to introduce the new franchise to Las Vegas and to build a steady, loyal fanbase.

Perez, A. (2024, Apr 16). Before it was a major sports city, Las Vegas became a ‘Hockey Town.’ Front Office Sports. Retrieved on 5/20/25. https://frontofficesports.com/before-it-was-a-major-sports-city-las-vegas-became-a-hockey-town/

Las Vegas welcomed its first major sports team, the Vegas Golden Knights, in 2017. They had early success, making it to the Western Conference Finals at the end of the 2017-2018 season, then won a slot in the Stanley Cup Finals, ultimately falling to the Washington Capitals. Other franchises moved to Las Vegas, including the San Antonio Aces of the WNBA, and the Oakland Raiders relocating in 2020.

Perez was a senior reporter at Front Office Sports until February 2025, as well as a national sports journalist for various outlets, including USAToday Sports and FoxSports.com. He currently awards for AJP Training as an executive producer and head trainer in documentary production and documentary research. He earned his bachelor of arts in journalism at San Jose State University, San Jose, California.

This article proves that hockey is a viable sport in Las Vegas, despite being located in the arid Southwest region of the United States. The fan base is familiar with the sport and with a capacity crowd at most Golden Knights’ games, they may seek their hockey fix at a smaller arena featuring the Blizzard.

SmartSign. (n.d.). A short history of the ‘Welcome to Fabulous Las Vegas’ sign: Second in a SmartSign blog series on famous signs and their origins. Retrieved 2/9/25. https://www.smartsign.com/blog/short-history-welcome-fabulous-las-vegas-sign-second-smartsign-blog-series-famous-signs-origins

The iconic “Welcome to Fabulous Las Vegas Nevada” sign is an historic landmark that has become a key symbol of the city. It was created in 1959 by Betty Willis, as requested by a local businessman, Ted Rogich. It is an electrified sign that stands 25-feet tall on Las Vegas Boulevard South. The sign features a stretched diamond shape with rounded edges, silver coins featuring the “welcome” letters, typography that reflects the Atomic Age design style, and a red, 8-pointed star. The sign was never copyrighted by the designer and is considered a gift to the city. Willis designed the sign using elements found in the era of mid-century design, Atomic age design, and Googie architecture.

SmartSign, a custom sign company located in several cities throughout the United States, as well as online, creates blog posts on several topics related to signs. The company has a long list of clients and styles of signs, but the list of blogs is short.

The fact that the “Welcome to Las Vegas” sign is copyright free has allowed it to become one of the key symbols of the city. The elements of the sign are easily associated with the city, as well. Googie architecture was known for it’s large, eye-catching shapes, which helped attract the new car-culture of the 1940s and 50s to their business or neighborhood. The star on the sign resembles the Star of Bethlehem, or the North Star, which are both known as a beacon, guiding people of all walks to a desired destination. The 8-pointed star became the starflakes in the thesis project – a play on the word “snowflakes.”

Zehner, K. (2023, Sep 26). ECHL: Flipping the script on fan engagement. Inside the Rink. Retrieved on 5/7/25. https://insidetherink.com/echl-flipping-the-script-on-fan-engagement/

Fan engagement goes far beyond the hockey rink and fan apparel. To effectively build a fan base that returns game after game, season after season, the ECHL teams must engage with their fans in memorable ways. Player meet-and-greets, social media interactions, mascots, and more, will build the community needed to sustain the franchise. A more personal, collaborative experience will engage the fan base and keep the team on top of their minds.

Zehner is the assistant director of academic advisement for Georgia State University, Atlanta, GA. She has been a freelance writer for Inside the Rink, a website founded in 2021, reporting NHL news, insights, and analysis. She organizes credentialed staff to cover ECHL (East Coast Hockey League) and SPHL (Southern Professional Hockey League), as well as game day coverage for two of the teams. Zehner earned a master of science in organizational leadership in 2013 from National University in San Diego, CA. She earned her bachelor of arts in 2007 in psychology from King’s College in Wilkes-Barre, PA.

This article supports the supposition that organizations and their marketing team who engage with their fan base beyond the rink will build a powerhouse community, which will then create returns for the team’s financial success.