Concession price changes, cheaper hockey tickets coming to First Arena

ELMIRA, N.Y. (WETM) – A new report offers a snapshot of the First Arena’s finances and the efforts to repair and improve the troubled facility in downtown Elmira. We also learned about some changes people can expect to see for the start of hockey season.

“I just want to reiterate that, you know, not to go back and start all over again, but we were left with quite an interesting situation, and we have been held accountable for all the bad deeds in the past,” said Mark Margeson, the Chair of the Chemung County Industrial Development Agency , which owns and runs First Arena . Mr. Margeson is also the Chair of the Chemung County Legislature . The facility, built 24 years ago, can seat up to 3,784 people.

Margeson told IDA Board members the Arena is still digging itself out from years of mismanagement and neglect under previous tenants, during the eras of the Elmira Enforcers and Elmira Mammoth.

“The past two tenants have caused significant damage to the facility. In order to keep the facility moving forward and clean it up. There’s things that had to be done,” Margeson added.

“It’s not exciting that we have to do that, but in order to keep the facility going, there’s certain things we have to do. There were 29 code violations, that those in the past we’re not held to, but we’ve been held to them.”

“We allowed it to happen, that’s fact and that’s unfortunate,” Margeson said. “That’s why we’re dealing with a lot of these things. A lot of this isn’t talked about. Everybody is afraid to talk about it. I’m not. I am tired of it. I am tired of it.”

The IDA took over management of the Arena last summer after evicting Mammoth Sports. Thursday, the IDA Board approved nearly $200,000 in spending for fixes, payroll and other expenses at the facility.

IDA Executive Director Joe Roman said the money included $31,160.67 for replacing an obsolete fire alarm panel. $9,483.15 was authorized for designing new permanent sponsor logos under the ice. $66,232 was approved for operating expenses in June. Another $85,531 was approved for operating expenses in July.

“Basically, in the first six months of the year, for the arena only, we have a loss of $84,000,” said Rick Noterfonzo, the Arena’s Finance Director. “$48,000 in income reported in May is now a $29,000 loss. I’ve attached a forecast to the for the rest of the year. It looks like right now we’re going to make about $14,000,” Noterfonzo added.

Tuesday night’s return of Brit Floyd is one of at least six upcoming shows. Noterfonzo also updated the board on ticket sales.

“I think right now from looking at all the shows that are currently booked, perhaps with the exception of The Price is Right, we probably will break even, make a little money. However, I think Brit Floyd which is coming up on Tuesday night, I’m looking at about to break even or lose between five and $10,000,” Noterfonzo said.

“Right now, to date, we only sold $224 of the Sabbath Knights show. Cooper Alan show sold $33,030. Disney Junior, $20,754. Taylor Swift Tribute, $950.”

“I understand we want people to come in the arena, because we want to have that as more of a family center versus just hockey. But we don’t want to bring in these concerts and we’re going to continue to lose money,” Noterfonzo cautioned.

“The concern is whether or not that particular show will work in Chemung County,” Margeson replied. “There’s lots of shows that work outside of Chemung County. There’s shows that won’t work in Chemung County.”

“The Price is Right” appears to have been a right call. Noterfonzo said tickets started selling fast.

“Yesterday we did a Ticketmaster opening for the Price is Right. Ticketmaster only, not anything coming from the Arena. In 4 hours, we did $5800,” Noterfonzo said.

“One of the challenges that we have in order to bring in these shows, is you do have to put a deposit down. That deposit is typically anywhere between $15,000 to $20,000,” Margeson added. “It could be $10,000. The shows are typically $25,000. So, we have to make sure that we can sell enough tickets to hit the mark. Then you have concessions on top of that, and some of the other things that go into play.”

“The Disney show is pretty much already paid for,” Margeson said. “The Cooper Alan show is pretty much already paid for, and we continue to build on it. The Brit Floyd concert isn’t quite there yet but significant uptick in purchase of tickets because it’s coming Tuesday.”

“One we canceled because we didn’t hit the mark,” Margeson said, referring to the “Abducted by the 80’s” show that was canceled May 31st. An announcement on the First Arena Facebook page described the cancelation as a “scheduling conflict.”

“Then the Price is Right, which surprised me, is selling like crazy,” Margeson said.

In a phone call with 18 News, Margeson said ticket prices are being lowered for the upcoming season of the new Elmira Aviators . Tickets for the Aviators are not on sale yet. Margeson did not say what the prices would be in comparison to tickets for the Elmira River Sharks.

The River Sharks played for one season in the Federal Prospects Hockey League , or FPHL. After not reaching an agreement with the IDA to extend their stay in the “Shark Tank,” the team was bought by a new owner and moved to Poughkeepsie , changing its name to the “Hudson Valley Venom.” The Elmira Aviators are a junior team that play in the North American Hockey League , or NAHL.

At Thursday’s meeting, First Arena Finance Director Rick Noterfonzo said given ticket prices would be lowered, prices should be raised at concession stands.

“Since Hockey is going to start this year and ticket prices are a little bit lower than last year, and the fact that our concession sales are really helping us out in terms of revenue, I propose that we increase all concession items by $1,” Noterfonzo said.

IDA Board Member Martin Chalk agreed a concession price increase could be necessary. Mr. Chalk is also a Chemung County Legislator representing the City of Elmira.

“You mention raising concession prices and I think that’s a good idea,” said Chalk. “I was at Yankee stadium a couple of weeks ago. I got a beer and a hot dog. I handed the girl 25 dollars and told her to keep the change. She said, first of all, we don’t take cash. Secondly, you owe me 3 more dollars.”

When asked about concession price changes, Margeson told 18 News “some may go up, some may go down.” He said beer prices at the arena were already lowered. Margeson said the goal was to turn the Arena into a more family-friendly experience.

The Arena is also getting ready to open its new turf field for Lacrosse and Soccer leagues. Margeson told us the “First Arena” sign was taken down so the building can be repainted. The building will also be getting a new name.

“We have a lot of new sponsors. There are a lot of really good things going on,” Margeson told board members. “There are naming right we’re gonna have to discuss. There’s naming rights for the turf we need to discuss. So, there’s a lot of really really good things. So, I understand we are spending a lot of money, but I believe it will be beneficial in the end. The end game is to make sure its solidified and set. I think we are going to be pleased to be able to move forward in the future.”

“We’re on the right track,” Margeson added. “Yes, it’s very difficult, but this is, have we even been doing this for a year? It is challenging, but I think we’re getting there.”

You can watch the IDA board’s full discussion about the Arena below:

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