The NHL is at a bit of a crossroads at this time. The league looks at the topography and notes that its monopoly on the Canadian sports dollar is slowly eroding. In the US, the league has little traction outside of the big markets.
I would, in Bettman’s shoes, enter into a warm, close relationship with the NHLPA as close cooperation will be needed in the decade ahead. Sacrificing our market, a flashpoint for the NHLPA, was a necessary first step.
Second step would be getting all broadcasts on free TV and streaming. Sacrifice short time revenue for long time increases in popularity. Also would reward Canadians for their loyalty.
Third, develop a true grudge rivalry between LA and Boston or NY which captures the imagination of US fans, like BOS-NY in baseball or Dallas-WASH in football. This can be done w good scheduling.