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.
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 it’s 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.
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.
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.
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.
Miles, D. (No date). 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.
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 snowflakes.
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 factual 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.
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.