Interesting points throughout.
I went to a single game at the arena and didn't have a problem with it, but do remember the parking prices seeming to be outrageous-so I found a free space somewhere (don't remember where). Saved money; froze my a$$ off
I think that your point about the naming of the team is spot on. The Chicago branding was a foolish attempt to give a low minor league team major league standing-especially absurd given that the well-established Wolves were just down the highway a few exits. The branding, as you pointed out so well, should have focused on the immediate area and differentiated them from the more well known higher level franchises.
All that being said, it was probably going to be a failed mission for the Express regardless of how they approached the branding. They weren't going to get major media attention no matter what they did and higher level product for probably close to the same price was not far away in the Wolves.
I do recall the Express sending a group of 5 or so people to Cincinnati during the season prior to the Express' debut to see how the Cyclones organization marketed their team. IIRC, one of the Express people told me that they went to Toledo as well.
RC Cola. They've had the US Bank Arena (now Heritage Bank Center) forever. I thought that the arena was the only such blessed venue