Islanders' Business Operations President Kelly Cheeseman Addresses Attendance Challenges

Kelly Cheeseman, who assumed the role of president of business operations for the New York Islanders on November 1, 2023, has outlined both opportunities for growth and challenges regarding fan attendance at UBS Arena. Cheeseman emphasized the need to enhance the team's marketability and fan base, particularly in the boroughs of Queens and Brooklyn, which he identified as crucial areas for expansion. He noted that the current average attendance of 15,530 at UBS Arena is a decline from last season's 15,979, marking the lowest since the arena's opening in 2021.

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Cheeseman's approach includes targeting a younger, more diverse audience to complement the existing fan base. He stated, “We need a stronger, more marketable fan base,” highlighting the importance of attracting female fans and younger demographics. Despite the attendance challenges, Cheeseman pointed to positive trends, including six sellouts in recent games and a 7% increase in overall ticket sales. He expressed optimism about the potential for sellouts leading up to the Olympic break in February.

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Under Cheeseman's leadership, the fan experience at UBS Arena has improved, with increased engagement through social media and app downloads, which rose by 136%. Television viewership has also seen a significant increase of 37%, particularly among the prime 25-54 demographic, which rose by 58%. Cheeseman attributed some of this success to the performance of No. 1 overall pick Matthew Schaefer, stating, “We’ve been gifted a special player here that our core players like Mathew Barzal are really reacting well to.”

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Despite these advancements, Cheeseman acknowledged persistent issues with parking and transportation, which fans have cited as major concerns. He stated, “We have to continue to improve on our overall experience at UBS Arena,” and noted that while there are multiple parking and transportation options, improvements are still necessary. Cheeseman is developing a 48-month plan to address these challenges, which includes evaluating parking packages for season-ticket holders.

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Looking ahead, Cheeseman highlighted the anticipated reopening of Belmont Park in 2026 and the NHL All-Star Weekend scheduled for February 5-7, 2027, as significant events that could positively impact the Islanders' visibility and attendance. He remains committed to enhancing the fan experience and addressing logistical challenges as part of a broader strategy to grow the Islanders' fan base.

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• “I’m a builder,” — Kelly Cheeseman, President of Business Operations, New York Islanders

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• “We need to become younger, more diverse, more female as quickly as possible to complement the core audience that is really strong with the Islanders.” — Kelly Cheeseman

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• “We have a real chance to sell out most of the games, if not all of them, all the way to the Olympic break [in February],” — Kelly Cheeseman

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• “We know we’ve got to continue to work on transportation and parking and we will continue to do that as the campus evolves.” — Kelly Cheeseman

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This comprehensive approach by Cheeseman reflects a strategic effort to revitalize the Islanders' presence in the Long Island market while addressing the critical aspects of fan engagement and attendance.

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