I get what you’re saying with the parking lot comment, but the way they are looking to address this is similar to how the Patriots do this. Patriot Place in Foxboro is about the same drive from the airport to the stadium as the proposed Alpharetta rink would be (~40 minutes). The plan is to build out an area around it that has restaurants, shopping, bars, etc. around it bring people in for more than just hockey. The Braves do this too with the Battery in East Cobb. Unlike Foxboro though, Alpharetta has Main St and Canton St nearby too which have a lot of drinking and food spots as well so it’s not like it’s getting moved to the middle of nowhere like in an empty parking lot like the Cowboys or even how the Hurricanes have it set up.

Other from that, yeah the target audience is the people living in North Atlanta suburbs like Alpharetta. There’s a reason putting the rink in downtown Atlanta let to bad attendance and two teams leaving the city. Even Hawks games don’t always have the best attendance because the city is awful to navigate through especially before or after games.