As part of ensuring that the attendance in the noon matinee would continue to be well populated, the SHL teams turned to improving their off ice experience. No more was the focus on the actual on ice product itself, but ensuring that there could be as many people in the arena at once, spending as much money at once. That meant that what were numerous seats jammed right next to one another became more luxurious boxes with tables and boxes, each more exclusive than the other. Ensuring that the older generation with money to spare could easily move around, and show off their accumulated wealth, it was more important that the arena surrounding the rink itself needed to be for comfort rather than efficiency.

These tables also included waiting staff to take orders and deliver staff. If anything, it became a giant restaurant with live entertainment of the hockey game in the middle.

There was a need to also appeal to partners of the older fans, who may not be fans themselves, and as a result the surrounding walking space converted into an outlet shopping mall. Hockey became more of a tertiary thought.