The climate thing is a an issue, but I think it gets blown out of proportion a little. Players can choose to live where ever they want for several months of the year, and for the time they playing, they are on the road for almost half that time anyway. I am sure it is one consideration players have, but probably not the main consideration.
The "cool factor" is probably a bigger thing. A new arena would help a little, but there are other things that come into play. Edmonton managed this by building a new arena, and of course by obtaining a generational talent. We can hate them all we want, but there is no denying that having McDavid and Draisaitl attracts players and gives the Oilers a spotlight that creates gravity.
The Flames could also take a page from Detroit's book. Detroit became an attractive market not because the city itself was desirable, but because the club built an identity and positive reputation. The Illitch family in particular knows how to treat players and their families.
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"A pessimist thinks things can't get any worse. An optimist knows they can."
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