It isn’t just about winning, it is about showing the market that you have a committed, stable ownership that knows what it is doing. Few people are going to invest emotionally and financially (outside of a few games a year for fun) if they think ownership isn’t committed and the team could be gone in a few years.
Let’s look at Nashville as an example. Years 4-8 of the franchise they had a good team, but the market lagged behind. Part of that was they had outsider ownership that the market didn’t trust (and they shouldn’t have given the Balsillie stuff, the subsequent fire sale, and Liepold ditching the team for the Wild). Once the team got committed ownership fan base really began to build. It took off once they matched the Shea Weber contract because the market saw the commitment to be competitive.
Going back to Phoenix. Teams arrives is competitive playing in an ill fit arena. After 2001 guys like Roenick and Tkachuk leave as free agents for financial reason (meanwhile other teams in the market the DBacks at the time are spending to win). The market sours on the team. The team then moves to Glendale on the wrong side of the metro area then you get coach Wayne Gretzky and all of his buddies and it is a disaster on the ice. Then hits the bankruptcy.
The team has a few good seasons after that, but by that time the sword of Damocles is hanging over their head. You can’t build from that.