Mathers on 800 CJBQ: “It’s not about what we thought; It’s what the fans wanted”

What does it take to build a successful professional sports organization in a community?

For the Belleville Senators heading into their 10th season in the Bay of Quinte, the answer continues to start with listening to the fans.

That was one of the central themes when Belleville Senators Vice President of Business Operations John Mathers joined Lorne Brooker and Ted Bradford on 800 CJBQ’s Lorne Brooker Show Wednesday morning for a wide-ranging conversation about the club, its fans and the business of professional hockey.

The conversation came roughly a week after the Senators hosted their annual 613 Country Town Hall, providing another opportunity for the organization to discuss what it is hearing from fans — and, importantly, what it is doing with that feedback.

Mathers said the club has made a concerted effort to better understand its audience through in-game surveys and a third-party market research group brought in this offseason.

“We not only want to make sure our fan experience is good, but we want to hard-code our fan experience,” Mathers said. “We want to know what they like, what they don’t like.”

That approach is already influencing decisions for Year 10.

One example is the 2026-27 schedule. Fans made it clear they wanted more Friday night hockey, and the Senators will have 15 Friday night home games this season.

Building that schedule required months of work with the American Hockey League and opposing teams, but Mathers said the end result was driven by what the club heard from its fans.

“It’s not what we thought; it’s what the fans wanted,” he said.

The same philosophy is being applied to affordability.

Every Senator’s home game this season will feature a limited number of $15 tickets, creating another accessible option for families and fans looking to attend.

Mathers said the club’s average ticket price remains around $22-$23, reflecting an approach focused on getting people into the building and giving them a reason to return.

“We’re priced to fill the building and provide a great experience,” Mathers said.

That philosophy also reflects one of the broader challenges discussed during the interview: how professional sports organizations balance the business of operating a team with the responsibility to create an experience that is accessible and meaningful to the community.

For the Senators, the answer is not simply about the price of admission.

Year 10 will also bring a new food and beverage partner to the rink, with Aramark taking over from OVG. Mathers described the change as an opportunity for something fresh and a new approach to the concessions experience.

“Aramark, who provides the food at Canadian Tire Centre, is now our provider,” said Mathers. “So, they’re new in the building – and new means fresh, something different, a new approach. We loved working with OVG and the people that were in the building for nine years, but we’re excited for what Aramark can bring to us”

The conversation also touched on the hockey side of the organization and the unique balance involved in operating an American Hockey League team.

Mathers says the club’s Hockey Operations staff, from Belleville GM Matt Turek right up to Ottawa GM and President of Hockey Operations Steve Staios, see development and winning as competing priorities.

“Winning is also developmental,” he said. “You want your team to win. We don’t start a season expecting to lose; our goal is to win.”

That winning culture is ultimately part of the Senators’ role in developing NHL-ready players for Ottawa, while also giving fans in Belleville a competitive team to support.

The relationship between the Senators and the community was another recurring theme throughout the conversation.

Brooker spoke enthusiastically about the new “Home of the Belleville Senators” signs at the city’s boundaries and what they represent.

“I want ownership over being home of the Senators,” Brooker said. “When I travel, I want people to go – ‘hey, that’s where the Sens are from’. That’s how people know places, and I think that’s so cool.”

Mathers echoed the Bay of Quinte Region’s importance, calling Belleville the logical home for Ottawa’s AHL affiliate.

“It’s the logical home for a number of reasons, but most importantly, it’s a region that loves hockey,” he said.

The Senators also used Wednesday’s visit to celebrate a milestone for one of the club’s longstanding media partners, presenting Quinte Broadcasting owner Bill Morton with a customized Senators jersey commemorating 800 CJBQ’s recent 80th anniversary on the air.

From fan feedback and affordability to player development, scheduling and the evolving business of professional sports, Mathers’ conversation with CJBQ offered a look at the many considerations that go into building the Senators for Year 10.

And while the organization continues to evolve, one thing remains clear: the fans have a seat at the table.

The Senators aren’t just asking what their fans want. They’re increasingly showing them what they’re doing about it.