Sheldon Arsenault is a seven-year veteran of hockey administration, hiring a new sales staff at the WHL's Vancouver Giants as well as implementing several strategies for success. Arsenault eliminates some of the mythos about the Canadian hockey fan, especially the idea that it doesn't take much to get fans in the building up in the Great White North. Arsenault talks about the Giants' marketing strategies, especially growing a fan base even when its not a winning season.
