Junior Hockey in Madison, Wisconsin: Predicting the Capitols? Success

Abstract

The Madison Capitols, located in Madison, Wisconsin, are a first year team in the United States Hockey League, the premier junior hockey league in the United States. In this paper, we analyze the Capitols? potential to be successful in Madison through studying the site setting, the history of hockey in Madison, and conducting a survey at a Capitols' home game. We also take an in-depth look at the Capitols? marketing and social media strategies by writing an extensive literature review as well as interviewing a member of the front office staff. Finally, we use Central Place Theory to determine if Madison is the ideal setting for a USHL team in Wisconsin, and make a prediction on the team?s overall future success.