Rocky Mountain News - Denver and Colorado's reliable source for breaking news, sports and entertainment: Other Business

Rocky Mountain News - Denver and Colorado's reliable source for breaking news, sports and entertainment: Other Business:

"The Colorado Avalanche's marketing team has concentrated on offense.

The more aggressive campaign comes after the club last year failed to skate into the playoffs for the first time since moving to Denver in 1995 and saw its amazing sellout streak snapped at 487 games.

Owner Kroenke Sports has boosted advertising spending, formed a sales group devoted to the team and turned on the creativity, mailing out hockey gloves and DVDs to top CEOs to try to pique their curiosity. "