eecliff
09-02-2007, 10:37 AM
Edmonton's hockey feeding frenzy bound to claim victims
Dan Barnes, CanWest News Service
Published: Saturday, September 01, 2007
EDMONTON - The fight is on for the hearts, minds and wallets of Edmonton-area junior hockey fans.
And somebody is bound to get hurt this winter as two rival leagues elbow their way into a crowded marketplace.
In about two weeks the Alberta Junior Hockey League will launch a billboard campaign aimed at Edmonton-area fans who may be fixated on the reincarnation of the Western Hockey League's Oil Kings. The outdoor signs will feature a vibrant AJHL logo and bold message that plays off the league's provincial reach: "Every Night is a Battle of Alberta”.
The league also cut a deal with a transport company to have their trailers decked out in AJHL league and team logos. Those moving billboards will be travelling the Calgary-Edmonton corridor every day, spreading the message.
"It is very much to say, 'hey, we're still here.' That's important for us," said AJHL president Craig T. Cripps, who made it clear these initiatives are part of his league's response to the arrival of the Oil Kings.
"We're here to promote ourselves. We have nothing to be ashamed of. I cannot control what the WHL does. We can only control what we do and I'm very comfortable doing what we're doing. It's a work in progress, the AJHL, in terms of our rebranding efforts. We're going to be bold about it. If we make a mistake, we make a mistake and we'll fix it."
The larger error would be to throw up his hands and concede the territory to the Oil Kings, to the obvious detriment of the AJHL's St. Albert Steel, Spruce Grove Saints and Sherwood Park Crusaders. The new WHL team will gobble up fans and corporate sponsors that are simply not interested in the AJHL, as ATB Financial's major involvement suggests. It will happen again as the Oil Kings tap into a direct association with the parent Oilers of the National Hockey League.
But Cripps won't surrender before he has fought the good fight. Hence the billboards. He wants people to think of the AJHL, not just the WHL, when they contemplate the merits of junior hockey here this winter. His league is also staging a showcase weekend in Calgary, 32 regular season games in three barns over three days. It's designed to kick off the year with a public relations bang and to attract NCAA scouts.
He's serious about growing his brand and promoting his kids. In small towns, it's not a problem. But in Calgary and Edmonton, a hockey nut or scout could watch college, university, junior A tiers one and two as well as NHL games almost every day of the week, in person. The truly adventurous up here could also make the trip to Barrhead for whatever level of junior hockey is offered by the fledgling World Hockey Association.
Admittedly, neither the average wallet nor constitution would have enough staying power to support that obsession. And it's quite possible the AJHL franchises will pay the biggest price for the arrival of the Oil Kings, given that they are the closest match. This weekend, for instance, six WHL teams including the Oil Kings are holding a three-day exhibition tournament in Servus Place, home of the AJHL Steel.
That's going to hurt us," said Cripps.
Perhaps, but it won't be lethal. And to hear Oil Kings executive Nick Wilson tell it, the WHL team will do what it can, or deems prudent, to co-exist with the local AJHL squads.
For starters, Wilson said the Oil Kings had plans in place to billet their players in St. Albert homes and have them attend high schools in the swanky suburb. When the Steel stole the Traders out of Fort Saskatchewan and plunked them in Servus Place, Wilson said the Oil Kings switched gears and set up shop in Sherwood Park, to allow the Steel some breathing room. He said they have a fine relationship with the Crusaders, a more established team than the Steel.
However, the one thing the Oil Kings wouldn't alter is this weekend's tournament. Wilson isn't so sure it's going to hurt the Steel anyway and he sees the WHL and AJHL pursuing different fans.
"We have considered how we might impact them and how they will impact us. It's not too big an issue. Their game experience is very different. Our demographics are different."
The price tags are way different. At $599 and $799 for a season ticket, the Oil Kings are the most expensive seat in the WHL, well above the Calgary Hitmen even, and quite possibly the priciest ducat in the entire Canadian Hockey League. Wilson was unapologetic, saying the price points are based on sound research. Their current sales, 2,400 season tickets, would suggest fans have somehow found it affordable enough.
Cripps said he isn't worried about ticket sales either. At an average of $258 for an adult season ticket in the Edmonton area, the AJHL is a good buy. But he is adamant that marketing efforts in the AJHL's two major centres must be redoubled, given the power behind the rival Oil Kings and Hitmen. That's where the war for recognition and sponsorship must be fought.
"All three Edmonton-area franchises have hard-working marketing people," said Cripps. "I know they'll do whatever they can to hang onto their market share."
Game on.
dbarnesthejournal.canwest.com
Dan Barnes, CanWest News Service
Published: Saturday, September 01, 2007
EDMONTON - The fight is on for the hearts, minds and wallets of Edmonton-area junior hockey fans.
And somebody is bound to get hurt this winter as two rival leagues elbow their way into a crowded marketplace.
In about two weeks the Alberta Junior Hockey League will launch a billboard campaign aimed at Edmonton-area fans who may be fixated on the reincarnation of the Western Hockey League's Oil Kings. The outdoor signs will feature a vibrant AJHL logo and bold message that plays off the league's provincial reach: "Every Night is a Battle of Alberta”.
The league also cut a deal with a transport company to have their trailers decked out in AJHL league and team logos. Those moving billboards will be travelling the Calgary-Edmonton corridor every day, spreading the message.
"It is very much to say, 'hey, we're still here.' That's important for us," said AJHL president Craig T. Cripps, who made it clear these initiatives are part of his league's response to the arrival of the Oil Kings.
"We're here to promote ourselves. We have nothing to be ashamed of. I cannot control what the WHL does. We can only control what we do and I'm very comfortable doing what we're doing. It's a work in progress, the AJHL, in terms of our rebranding efforts. We're going to be bold about it. If we make a mistake, we make a mistake and we'll fix it."
The larger error would be to throw up his hands and concede the territory to the Oil Kings, to the obvious detriment of the AJHL's St. Albert Steel, Spruce Grove Saints and Sherwood Park Crusaders. The new WHL team will gobble up fans and corporate sponsors that are simply not interested in the AJHL, as ATB Financial's major involvement suggests. It will happen again as the Oil Kings tap into a direct association with the parent Oilers of the National Hockey League.
But Cripps won't surrender before he has fought the good fight. Hence the billboards. He wants people to think of the AJHL, not just the WHL, when they contemplate the merits of junior hockey here this winter. His league is also staging a showcase weekend in Calgary, 32 regular season games in three barns over three days. It's designed to kick off the year with a public relations bang and to attract NCAA scouts.
He's serious about growing his brand and promoting his kids. In small towns, it's not a problem. But in Calgary and Edmonton, a hockey nut or scout could watch college, university, junior A tiers one and two as well as NHL games almost every day of the week, in person. The truly adventurous up here could also make the trip to Barrhead for whatever level of junior hockey is offered by the fledgling World Hockey Association.
Admittedly, neither the average wallet nor constitution would have enough staying power to support that obsession. And it's quite possible the AJHL franchises will pay the biggest price for the arrival of the Oil Kings, given that they are the closest match. This weekend, for instance, six WHL teams including the Oil Kings are holding a three-day exhibition tournament in Servus Place, home of the AJHL Steel.
That's going to hurt us," said Cripps.
Perhaps, but it won't be lethal. And to hear Oil Kings executive Nick Wilson tell it, the WHL team will do what it can, or deems prudent, to co-exist with the local AJHL squads.
For starters, Wilson said the Oil Kings had plans in place to billet their players in St. Albert homes and have them attend high schools in the swanky suburb. When the Steel stole the Traders out of Fort Saskatchewan and plunked them in Servus Place, Wilson said the Oil Kings switched gears and set up shop in Sherwood Park, to allow the Steel some breathing room. He said they have a fine relationship with the Crusaders, a more established team than the Steel.
However, the one thing the Oil Kings wouldn't alter is this weekend's tournament. Wilson isn't so sure it's going to hurt the Steel anyway and he sees the WHL and AJHL pursuing different fans.
"We have considered how we might impact them and how they will impact us. It's not too big an issue. Their game experience is very different. Our demographics are different."
The price tags are way different. At $599 and $799 for a season ticket, the Oil Kings are the most expensive seat in the WHL, well above the Calgary Hitmen even, and quite possibly the priciest ducat in the entire Canadian Hockey League. Wilson was unapologetic, saying the price points are based on sound research. Their current sales, 2,400 season tickets, would suggest fans have somehow found it affordable enough.
Cripps said he isn't worried about ticket sales either. At an average of $258 for an adult season ticket in the Edmonton area, the AJHL is a good buy. But he is adamant that marketing efforts in the AJHL's two major centres must be redoubled, given the power behind the rival Oil Kings and Hitmen. That's where the war for recognition and sponsorship must be fought.
"All three Edmonton-area franchises have hard-working marketing people," said Cripps. "I know they'll do whatever they can to hang onto their market share."
Game on.
dbarnesthejournal.canwest.com