I've lived in Florida since 02 ... hockey in MA / Boston is a culture, with a stable following, ingrained as part of the region, hockey in Florida is a past time, fair weather bandwagon fans when a team is doing well ; and an afterthought the rest of the year. Most fans in Florida as transplants and the rest probably couldn't find Ottawa, Edmonton, ang Winnipeg on a map even if they were highlighted. College football is the sport of choice. If NHL management and marketing think they are going to change that they would need to change the culture of the region and it's just not going to happen.