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Chicago —
When Patrick Kane slipped the puck into the side of the net to give the Chicago Blackhawks the Stanley Cup title on June 9, 2010, the popularity of hockey in this area neared an all-time high.
Now, just over 18 months later, an array of junior teams and minor league squads — from the well-established Chicago Steel of the United States Hockey League to the new kid on the block in the Chicago Express of the East Coast Hockey League — are trying to ride that momentum.
“Hockey has grown over the last couple of years,” said John Montalbano, director of business operations for the Steel. “You see that with our attendance numbers and you see that with the Blackhawks attendance numbers and their TV ratings.”
The Blackhawks also might get partial credit for attracting the Express to Hoffman Estates. The minor league team decided to make a run at competing for suburban fans when it moved into the Sears Centre for its inaugural 2011-12 season. The first-year franchise is affiliated with the Columbus Blue Jackets of the NHL.
“I don’t want to put words in my owner’s mouth,” said Wade Welsh, Express president and general manager, “but I know that was one of the bigger draws for him to start a franchise when he did, the resurgence of the Blackhawks and the great job the (Chicago) Wolves have done. Hockey in this area is really an in-thing and you see it at the minor levels.”
Best show on ice
The good news for suburban fans, according Montalbano, is that they don’t have to drive into Chicago and pay for parking outside the United Center to see high-level hockey. And they don’t have to fight traffic on I-290 to see a fight on the ice.
The Steel, for instance, are a Tier I junior team that plays its home games at the Edge Ice Arena in Bensenville.
“Our game of hockey is like the NHL game,” Montalbano said, “just at a smaller venue. We have fights, goals, defense, mascots, beer is sold. Everything you want in a professional hockey game, you get here, just at a closer level.”
It’s not like watching a high school hockey game, said Montalbano, who claimed to have some of the best talent in the world in the 16-21 age group. “A lot of first-round projections and NHL-caliber guys are playing.”
When Patrick Kane slipped the puck into the side of the net to give the Chicago Blackhawks the Stanley Cup title on June 9, 2010, the popularity of hockey in this area neared an all-time high.
Now, just over 18 months later, an array of junior teams and minor league squads — from the well-established Chicago Steel of the United States Hockey League to the new kid on the block in the Chicago Express of the East Coast Hockey League — are trying to ride that momentum.
“Hockey has grown over the last couple of years,” said John Montalbano, director of business operations for the Steel. “You see that with our attendance numbers and you see that with the Blackhawks attendance numbers and their TV ratings.”
The Blackhawks also might get partial credit for attracting the Express to Hoffman Estates. The minor league team decided to make a run at competing for suburban fans when it moved into the Sears Centre for its inaugural 2011-12 season. The first-year franchise is affiliated with the Columbus Blue Jackets of the NHL.
“I don’t want to put words in my owner’s mouth,” said Wade Welsh, Express president and general manager, “but I know that was one of the bigger draws for him to start a franchise when he did, the resurgence of the Blackhawks and the great job the (Chicago) Wolves have done. Hockey in this area is really an in-thing and you see it at the minor levels.”
Best show on ice
The good news for suburban fans, according Montalbano, is that they don’t have to drive into Chicago and pay for parking outside the United Center to see high-level hockey. And they don’t have to fight traffic on I-290 to see a fight on the ice.
The Steel, for instance, are a Tier I junior team that plays its home games at the Edge Ice Arena in Bensenville.
“Our game of hockey is like the NHL game,” Montalbano said, “just at a smaller venue. We have fights, goals, defense, mascots, beer is sold. Everything you want in a professional hockey game, you get here, just at a closer level.”
It’s not like watching a high school hockey game, said Montalbano, who claimed to have some of the best talent in the world in the 16-21 age group. “A lot of first-round projections and NHL-caliber guys are playing.”
The rising interest doesn’t necessarily translate into huge crowds for the Chicago Bulldogs. Ken Kestas, general manager of the Tier III Junior A team out of Romeoville, said a crowd of more than 150 is a good showing. Instead, the focus for a junior level amateur team is to develop talent for the next level.
“Our program has been to nationals the last three years,” Kestas said. “The success of these kids has been great, and that’s the most important thing to us, to get our kids scouted and identified (by college coaches). Our goal is to be the best junior hockey team in North American on and off the ice.”
Many junior level players will go on to play minor league professional hockey with teams like the Chicago Express — one step closer to the dream.
“Over 500 players from our league have gone on to play in the NHL,” Welsh said. “The ECHL is a little younger group but hopefully these guys have the opportunity to play in the AHL and the NHL.”
Fan friendly
Brent Agrusa sees the rise in hockey popularity as a resurgence. Agrusa is general manager and head coach for the Chicago Hitmen, which is in its second season as a Junior A Tier II hockey squad. The Hitmen moved into the Fox Valley Ice Arena in Geneva last August and compete in the North American Hockey League.
“Back in the 90s, hockey was big but when the economy went down, hockey started to as well,” Agrusa said. “The last couple of years, there has been more excitement. I believe hockey is on the rebound, I really do.”
So while the product on the ice is important, the price has to be right.
Marketing primarily to families and youth hockey teams, the Steel are averaging 1,500 fans per game this season in a building that seats 2,100.
For about $30, a family of four can watch a game with four hot dogs and four sodas — and parking is free.
“We’ve seen an increase of fans and support over the last couple of years,” Montalbano said. “Obviously we want everyone to come into the building but we target families. We try to reach out to families as much as we can and make it affordable for a family of four to come out.”
A recent Sunday night game drew 1,000 people for the Hitmen.
“It’s been good,” Agrusa said. “We moved into Fox Valley late so it’s kind of taking some time. Hopefully we will keep expanding and hopefully we will get to the point where we are selling out the building (3,000 seating capacity) every night.”
The average attendance for the first-year Chicago Express is 2,400 with a high-water mark of 5,500 on opening night Oct. 22. Welsh said that after the holidays people are eager to get out of the house. He anticipates 3,000-plus for Friday and Saturday games for the rest of the season.
“It’s gone well,” Welsh said. “Just like everybody, you always wish you had more butts in the seats but we have seen an increase in attendance over the last few games.”
Cheap beer and hot dogs can’t hurt. The Express try to cater to families and young adults.
“Just in a 20-mile radius from the Sears Centre, there is something like 22 sheets of ice when talking about youth hockey,” Welsh said. “That is the kind of area we are targeting; we are a family-affordable establishment where kids can get in for as low as $5. Friday nights are $1 hot dogs which is catering to families and also $1 beers which is catering to the 21-35 demographic. It’s about finding that balance.”
