The need to make a bigger to push to the college/university students but every time there is a large group of students there's nonstop complaints from the old guard about how disrespectful they are.
Create an atmosphere. The end. That is marketing. Figure out the identity of the team, create an atmosphere around it, dump money into advertising that and then be patient and keep pushing.
Most Junior teams have a strong mix of local Minor Hockey programs where the kids can have a little fun. They keep those groups in very specific areas in an effort to create some form of respectful boundary.
The STH usually dominate the centre ice seats. Create a VIP section specifically for STH’s. Cater to their needs even if it means you set up barriers in the stands as well as on the upper concourse. If a STH complains about anything related to disruption, steer them to the VIP section. Wanna keep your corner STH seats, well, times have changed.
Craft another “sponsored” section specifically for University and College kids. Tickets available in that section require a Student ID to purchase and are available at a discount price which is subsidized by the sponsor package for that section.
There is absolutely no reason why the Fronts cannot redesign the flow of that building, rope off certain sections and cater to the more mature crowd as well as the party crowd and young kids. It only takes some effort and $$$ to reimagine the building.