Building a fan base means introducing kids to hockey. I got hooked when I was about 9. This is the problem with "contracting" the league that no one seems willing to acknowledge. Dallas seems to be the model to emulate, they've had more success than any other "southern" team in creating an audience. They've been able to get rinks built and youth programs started. You're right that ice can be scarce and equipment is expensive, but when we had a warm spell that made the pond too slushy or weak to support a game, we played street. Maybe the NHL needs to help promote street or roller hockey as a way to guide kids from warmer climes to the game.

I think the "violent" aspect of hockey is over-hyped. Folks who don't know their blue line from their end line always have something to say when there's a "violent" incident. This starts with sportscasters and their Ameri-centric disdain for the game (John Buccigross wrote a column recently about this at ESPN.com). We don't understand hockey, but we do understand beating the shit out of somebody.

The playoffs definitely need to be re-tooled. Too many teams get in and the post-season lasts too long. But the regular season lasts too long, too. The owners will fight these changes tooth and nail because they are convinced that more games equals more cash for them.

Another thought: There has got to be more consistency among referees in the league. Things have gotten much better than they used to be, but a non-fan watching a game has a very hard time figuring out what the rules are. They see a guy getting called for a penalty at this end of the ice when they saw that other guy do exactly the same thing 5 minutes ago and get away with it.