This is just a hilariously "Canucks" move
Problem: People don't come to the games because the product stinks, tickets are still quite expensive and the presentation of the product is completely corporate and lifeless
Solution A: Building a team with a bright future that fans can believe in, so that they are incentivized to want to come to the rink to see the future happening live in front of them. Wins lead to excitement and success, excitement leads to atmosphere, success leads to profits.
Solution B: Making a few seats even more expensive, enough so that only corporate entities will be able to afford them, while offering no improvement in the product whatsoever.