Minor League Hockey: Is Anybody Watching?
By Theresa Cianciolo, 12.09.04
Norfolk, VA-The circular corridor around Norfolk's Scope arena is still cold, even though the Admirals haven't roughed the ice since November. The team makes its next home appearance Dec. 10. During a normal season, the team's extended absence wouldn't be a big deal. But it's a long time for hockey fans during National Hockey League lockout. As the big boys sit on the bench, minor leaguers are playing at full power. The question: is anybody watching?
Within a few hundred feet of the Scope's box office, a small sign on a glass door reads "Admirals Administration." The plain, quiet, partitioned offices house where marketing and communication specialists brainstorm ways to fill arena seats in a town that's generally chilly towards hockey, and even chillier since the NHL lockout.
"We're not quite where we were last year [for ticket sales], "Alan May, director of communications said. "Possibly, it's because of the lockout. But in two months, we've only had eight home games."
In Canada, the lockout has been a slick experience for American Hockey League owners and players. Ticket sales have more than doubled for most minor league teams. But our northern neighbor far exceeds the U.S. in its love affair with hockey. If Canadians can't watch the big boys play, they'll watch the minors.
"The lockout has skyrocketed ticket sales for teams like Manitoba [Winnipeg's AHL team]," May said. "But for us, because we're three to four hours away from an NHL team, hockey just isn't covered as much here. The lockout is probably having a negative effect...People tend to think if the NHL isn't playing, neither is the AHL."
If marketing reps tap into their resources, AHL teams have a shot at several power plays. While some all-stars face-off with owners demanding salary caps, other NHL players are in the neutral zone. Major leaguers are known to sign contracts that allow them to play in both leagues. The minors are filling up with NHL players who want to stay in the rink. The Admirals have three players down from the Chicago Blackhawks, the Admirals NHL affiliate.
"I think all of them would have been up to the NHL right now," May said. "Travis Moen played last year with the Blackhawks. And Michael Leighton would have been up as back-up goal tender, and possibly Craig Anderson."
And there are coaches to shuffle. The Admirals could pick up an assistant coach from the Blackhawks. During recent interviews, Blackhawks Assistant General Manager Dale Talons said he would send coach Bruce Cassidy to help the Admirals if the lockout shuts down the season. Though Cassidy has been a coach, he's most noted for his scouting abilities. The question is whether Cassidy's philosophies will mesh with head coach Trent Yawney.
"Trent has done it [solo] successfully for four years, May said. "Last year, he took the Admirals to their first playoff series victory and was named Minor League Coach of the Year."
The biggest boosts for AHL owners will likely come from avid NHL fans that have no place to see their beloved teams-like the Carolina Hurricanes. Where will they go? To see the Canes AHL affiliate, of course. The Lowell Lockmonsters will hit the ice against the Admirals Dec. 10. May said that expects Canes fans to arrive at the Scope by busloads.
"The NHL Carolina Hurricanes bought 700 tickets so far and people are still calling about it," May said. "So far, that will be our best night this season."
The Admirals hockey franchise could use the boost-even from opposing fans. While attendance in Canadian stadiums have surpassed 9,000 during most nights of the lockout, the average attendance for the Admiral's this season hasn't reached t 4,000.
Marketing Plan
A large, white sign with red letters hangs from Norfolk's Harbor Park baseball stadium. It reads: Admirals Hockey. He hopes people will see it when they're sitting in traffic and realize that the AHL is still playing, even if the NHL is a wash out, May said.
The franchise traditionally runs ads in the Virginian Pilot for all Admirals home games, May said. He's also working on some radio ads to boost attendance. The team has several promotional nights in the coming months, trading cards and bobble head giveaways draw the greatest attendance, May said.
"But no," May said, "there isn't a big plan in place right now if ticket sales don't improve…We expect December to be much better now that baseball and high school football are over."
The start of the season is always slow, though he admits this season is slower than in years past, May said. The Admirals, as with many AHL teams, start counting the season's fruits in December and January.
"Hockey picks up after that," May said. In December, the Admirals are home for five games, eight in January, five in February, eight in March and six as the season shuts down in April.
The season is young and there's only speculation about the trickle down effects of the lockout. Baseball took a huge financial hit from disgruntled fans in the 90s after the players' strike. If NHL players and owners can't reach an agreement by the middle of December, the 2004-05 season is dead-which could prove profitable for the AHL. Major league fans have a huge void for their beloved game. And the minors have some key NHL players, at least temporarily.
While the Admirals are away, a dozen city employees cover the frozen floor with large, black, foam squares. The insulation will keep the ice smooth until the Admirals rough it up again on Dec. 10, against the Lowell Lockmonsters. The lockout is certain to bring NHL-starved fans from Charlotte. Home team administrators hope the team's long absence draws more locals to the Scope.
"The key," May said, "Is getting people to realize we're still here, even if the NHL isn't."
