Sheincar said:
But will it grow if there's a poor atmosphere & games appear poorly attended due to empty seats?
An atmosphere is subjective depending on the people. I personally think it's a myth that size matters.
There are areas in the BBT that contain the hockey family, groups of like minded peeps who collectively work as a group and bounce of each other. Other areas have people who don't attend regularly and are strangers, so it can "feel" less atmospheric.
With proper seating control, light and sound it can be addressed. Other rinks suffer due to poor running, plus some parts of the UK people are just weird, boring and plain miserable.