It isn't a gimmick being done to keep fans interested. It isn't a gimmick being done to attract fans. Carolina is still a young hockey market. Historically speaking you can see attendance is not in question when the team is decent-good. No sport can go into a developing market, stink for 10 years, miss that sport's postseason for 10 years, and not expect it a challenge to fill their arena/stadium. ala the Expos, ala early Blue Jays, ala Raptors until recently, when guess, what? They're good now.
We are not the 7th largest metro in North America (Toronto) - we're not even top 50. And hockey isn't organic to the area. Yet, when we missed the playoffs, but had serviceable teams coming off playoff runs, we had higher attendance than Chicago and Boston, who were not very good, but are still O6ers. We didn't gimmick then to fill the arena, and we're not gimmicking now to fill the arena. When we are good, the people in the area come to support. The hockey fans (much smaller number and most are transplants) support even when we're bad.