This past weekend was a busy one for international hockey.  The Women’s 4 Nation Cup, the World Junior A Challenge, the 4 Nations Cup Under 18, and the 4 Nations Cup Under 17 were held in St. John’s, Newfoundland, Penticton, British Columbia, Sundsvall,  Sweden, and Chicago, Illinois respectively. Despite the importance of each of tournaments for the growth and development of hockey, they received meager press coverage. Chris Peters, former USA National Team Development Program (NTDP) PR and Marketing Manager, sat down with Chicks Who Give a Puck to discuss the 4 Nations Under 18 and Under 17 tournaments.

“Many years ago, the countries that are a part of the tournament agreed that every November they will get together and compete,” Peters explained. “It’s basically a development agreement. It’s just as important for these other countries to have their kids wear the jersey and play in a foreign country as it is for ours.”

Team USA U18 celebrates after defeating Sweden in a shootout 5-4 the for the Gold. Photo Credit: Andreas Jonsson Planck, andreasplanck.

The United States, Russia, Sweden and Switzerland participate in the U-18 tournament, while the U-17 has the United States, Russia, Switzerland and Slovakia sending teams. For the second year in a row, the United States won the U17 and the U18 4 Nations tournaments. With the U17 Cup being held in Chicago this year (instead of Ann Arbor, Michigan, where it has traditionally been held), there was an opportunity for greater coverage of the event and increased exposure.

“This year’s Under 17 tournament was the best attended one I’ve ever been a part of. While there were no full buildings there were more spectators than [in] years past. Part of that is due to the fact that five kids from the area are with the NTDP.  So the vast majority of the crowd was family and friends,” Peters said. “European games were during the work days, so basically no one was there for those. [But] the night games were all team USA games. The two games against Russia were really well attended, with approximately 800-900 people in attendance.”

In addition to the friends and family who form the bulk of the audience for the 4 Nations Cup U17 and U18 tournaments, many scouts attend both. With a Midget Major hockey tournament finishing just before the 4 Nations Cup began in Chicago, scouts had the opportunity to see not just the best the US has to offer, but also the best from the other countries.

“This is where people got their first look at Alex Ovechkin and Evgeni Malkin. There could be kids on the Russian team that we hear about for years,” Peters said. “This year at the Under 17 tournament there were at least five scouts. The Under 18 tournaments typically see more NHL and college scouts.”

Team USA U17 celebrates after defeating Russia 6-1 for the Gold. Photo Credit: USA Hockey

USA Hockey used social media to keep the fans up-to-date on the 4 Nations event by tweeting from the games and updating their Facebook page, but they were unable to generate much excitement about the event. The lack of promotion and fan excitement was surprising, given the fact that the tournament was held in hockey-mad Chicago – and that Blackhawks superstar and USA NTDP alum Patrick Kane played in this tournament in November 2006. Unlike the WJAC and Women’s 4 Nations Cup, Canada does not participate and thus a large portion of mainstream hockey media does not cover the event.

“The reason Canada is not involved is one part CHL and the other part is they weren’t a part of this agreement,” Peters explained, referring to the Canadian Hockey League, Canada’s major junior hockey league, which is mid-season and in the midst of the annual Super Series against the Russian Select Team. “In general, Canada doesn’t have many opportunities for their kids to represent their country, but obviously for them that doesn’t matter because they have so much depth.  It’s important for us because USA Hockey has developed into an international hockey power, in part because of our participation in tournaments such as the 4 Nations.”

The program is working, as recent results at major competitions, including gold at the 2010 World Junior Hockey Championships and 2010 U18 World Championships and silver for both the men’s and women’s teams at the 2010 Winter Olympics, show.  Tomorrow’s piece will focus on the importance of international competition in player development.

You can find USA Hockey’s home page here, USA Hockey’s Facebook page, USA Hockey on Twitter, USA Hockey Scores on Twitter.

You can follow Chris Peters on Twitter here.

Kris (Red Wings)

Zach Parise. (I’m assuming that this question is in an idyllic non-capped world, of course.)  I think he’s a fantastic player and really fell in love with him at the Olympics.  I think he’d fit into the Wings’ system really well and I like the way he plays the game.

Liz (Red Wings)

I think Detroit is pretty well rounded coming into the season, though I really hope that we can bring back Aaron Downey after his training camp tryout. He’d bring some grit and nastiness that we haven’t really seen since, well, the last time Aaron Downey wore the winged wheel.

Angelique (Avalanche)

A prospect such as Cameron Gaunce may prove to be the answer, but the Avs need a young Adam Foote type of player.  A physical defensive defenseman that they can insert into their lineup to go with the plethora of offensive minded defenders currently on the team and within the farm system.  This is the major void they have on their club and on the farm.

Erin (Bruins)

Since the Bruins struggled so much with scoring last year, I’d love to have a player like Patrick Kane to give us the offensive punch we need and give us the strength we need on the wing. 

Cheryl (Leafs)

To be perfectly honest, no one player will make my Leafies complete, but a bona fide scorer, all round player – I’d pick Alex Ovechkin – just so I could see him play more often and because he’s so full of life.

Nadia (Sabres)

I’m assuming money and availability aren’t an issue, so Jarome Iginla (although if Calgary continues to…well…he might be available due to his age.) So I know he’s getting up there, but I really like him as a player and I think he’s got a couple more years in him at least. He’s a tough vet, which is something that can definitely benefit the Sabres. Also he’s a right winger, with impressive point totals. “But Nadia, he dropped by 20 points last season, he’s getting old!” Or, he had virtually no help on offense, and I’m still perfectly happy with 69 points out of my RWs.

Candice (Flyers)

One player I would like to add to the Philadelphia Flyers roster would be a sure-fire, No. 1 goaltender. Shocker, right? And if I could have my choice of any goaltender in the league at the moment, I would choose Ryan Miller. He’s a battle tested goalie who has played on a team that does not give much support in front of him, proving that he can make the saves he needs to. And put on a team like the Flyers who’s defense is arguable one of the best in the league, it would be a deadly combination to opponents.

2. What one team in each conference do you believe has the all-around package and why?

Kris

I’m predicting another season of laughable Western Conference dominance, but if I had to pick one team from the Least, I’d very cautiously choose New Jersey.  The Capitals should run away with the regular season again, but I don’t think they’re built for the playoffs.  The reason for my hesitance to choose the Devils is the Kovalchuk saga.  Regardless of what happens, though, I think they’ve got the best chance coming out of the East.

In the West, I think it’s going to be a 3-horse race between the Wings, the Hawks, and the Sharks.  I’ll rule the Sharks out for “going all the way” because of the fact that they’re the Sharks and we all know how that usually works out in the playoffs.  I’ve always refused to make predictions about the Wings, so I won’t really say much more about how I think the playoffs will turn out.

It’s about one week into the NHL season but the drama and questionable judgment of both players and the league are already being critiqued, discussed, and analyzed. In a few more weeks the puck will drop for a different league with a completely different philosophy. A league where ticket prices are cheaper than the worst seat in the house for an NHL game, the players have no ego, and there are no salary debates or lockouts: the CWHL. This is just another separation between men’s and women’s hockey; one is as much about entertainment as it is sport, while the other is about the game. The Boston CWHL is comprised of college graduates, working or going to graduate school and still making time for the game they love. These women make no money from playing professional hockey, are seeking out opportunities to volunteer around the community, and are dedicating themselves to the game of hockey simply because they love it. The love of the game: it is refreshing to see some athletes still remember why they play.

The women in the CWHL are extraordinary, there is no question about it. But what about those chosen to guide, coach and promote them? Paul Hendrickson was selected as the General Manager after the league announced in May they would have a team in Boston. The deadline to submit an application for the position was in the middle of June, the decision was made in early July.

“For a pure volunteer position like this you have to love the sport, be a little crazy, and be willing to take a chance. Part of the reason I applied was because I was very familiar with the CWHL, as my daughter was one of three players from the States in the league last year. So my knowledge of the league, their philosophy plus the fact that I live in Boston, it just worked out,” Hendrickson said.

In addition to his full time job, Paul takes on the task of making everything work for the Boston team. His duties include coordinating press releases, devising schedules, generating publicity, making sure the website, Facebook, and Twitter are being updated regularly. It means late night GM conference calls, traveling, organizing community volunteer opportunities, reaching out to girls’ and women’s hockey programs for his team to visit. It’s a time consuming job, especially for a volunteer. 

In September, the Boston team revealed their first head coach, Erin Hamlen. Hamlen, known to many women’s hockey enthusiasts as Erin Whitten, is one of the pioneers in women’s hockey. As goaltender for the Wildcats at the University of New Hampshire, Hamlen led her team to ECAC titles in 1990 and 1991, as well as being a four-time ECAC goalie of the year. After UNH, Hamlen went on to an impressive professional career. Hamlen was the first female to record a win in a men’s professional game, in 1993. Although Hamlen did not play the entire game, she would later capture that first as well, with another win in the 1995-1996 season. Both those games were in the ECHL, and Hamlen was also the first woman to play in the AHL.  Hamlen was a member of the women’s National team from 1992-1997, 1999 and 2001. In 1994 she was not only the USA Women’s Player of the Year, but was named the most outstanding goaltender at the World Championships.

After her professional career, Hamlen returned to the University of New Hampshire as the assistant coach, where she could make the transition from accomplished player to effective coach. In 2006 and 2008 the UNH Wildcats made it to the Frozen Four; in 2006, Hamlen was also an assistant coach for Team USA at the Four Nations Cup.

The decision to leave the University of New Hampshire and join the Boston CWHL was a personal one; it was not about professional gain, but rather about family.  “I have very strong family values; you put family first no matter. As a mother of a 2 year old child I didn’t want to miss him growing up. 60% of the year we travel when coaching for college teams. This decision was very much about my family and my commitment to son and husband.”

Just another reason why Hamlen is the perfect fit for this team: she brings experience as a player, expertise as a coach, and values as a mother and wife. This Boston CWHL team is more than just great hockey. The entire organization balances family, work or school, and the greatest sport on ice.

Traditional sports marketing is the process of analyzing the market, identifying the target audience, and developing a method to reach that audience through various media. For the Boston CWHL one additional challenge facing their new franchise is converting fans of men’s hockey into hockey fans. A portion of their target audience is already invested in the sport to some degree, others are invested into women’s hockey as well as men’s hockey, and yet a third group has yet to discover hockey played by either gender. Before the team can change minds or entice new fans, they need to attract media coverage.

“Building awareness in a city that already has many talented sports teams, from the Boston Bruins to Boston Celtics to the Division One sports teams —  that are all great – is difficult. So to generate awareness and interest in an already crowded [market], that will be a challenge,” General Manager Paul Hendrickson told us.

The awareness and appreciation of women’s hockey from the multitude of girls’ and women’s hockey programs in the Northeast will help the Boston CWHL with one key part of their target audience, but how do they convince NHL fans and non-hockey-loving New Englanders to give them their time and money?

One way to increase awareness of the team is through their upcoming schedule and noticeable lack of a real ‘home arena,’ and thus the loss of a home ice advantage. While many view this as a challenge, the Boston CWHL team is viewing the lack of ‘home ice’ as an opportunity for growth.

“I think that for our players, regardless of where they’re playing, they’re going to play hockey. They’re going to have a home base for practice. Most of our games are within a couple of hours of each. It’s going to be good for the fans to see them,” Coach Erin Hamlen said.

The players will be practicing out of the Brooks School in North Andover, MA and games will move around, allowing fans from different areas to see the team without trekking hours to do so. With all that New England, especially Boston and New York have to offer, Boston’s CWHL team has to take advantage of their lack of ‘home arena.’ Playing in different arenas will allow the team to bring the sport to more fans in a more convenient and budget-friendly manner, which should help to promote the team.

“Different arenas will expose our game to more fans. We have one to two games in Cape Cod, and we’re currently in the process of trying to set some games up in Providence Rhode Island, Connecticut, Maine, and New Hampshire.” Hendrickson explained that the official schedule will be released in the next few weeks, as details are still being finalized.

In addition to traveling the New England area to expose the game to new fans, the Boston CWHL team knows that on-ice performance and off-ice involvement will be crucial to their success.  “On the ice, what will help keep people coming back is playing first rate hockey, in a cohesive manner. When you pull together a brand new team it takes some time. It’s difficult because they need to balance so many aspects of their life to play at a competitive level,” Hendrickson stated.

The women of the Boston CWHL team do not earn their living playing hockey. These women are attending graduate school or holding down a full time job. In addition to training, playing and working, many of these players have asked for the opportunity to volunteer as a team in the community. “We believe it’s really important for us to visible in the community. We will play our games and bring high level playing for those who watch, but we have to take the first step. That means visiting girls’ hockey practices or volunteering in the community,” Hendrickson said.

The goal is to familiarize the community with the women through volunteer opportunities and the encouragement of girls’ hockey throughout the Northeast. While part of their marketing strategy is to be involved in women’s hockey development at the younger level, it comes from protecting their sport, growing their sport, and wanting to provide young girls with female hockey role models to further their training and love for the game.

“Every team has plans to continue to be involved in the community. To give back, to help young girls, charities, be role models; it’s very important for the players to experience and the young fans to experience. [It’s a] great time for this to happen, in a non-Olympics year and build off that.” Coach Hamlen added, “Hopefully we can build off the hype and hopefully our team can generate our own hype as well and build a fan base south of the border.”

History runs deep in Beantown. On April 18, 1775, the Revolutionary War started in Concord, MA when Paul Revere announced the British were coming. In 1831, William Lloyd Garrison started The Liberator, the first anti-slavery weekly newspaper in Boston. In September of 1951 Martin Luther King Jr. started his Theology studies at Boston University, he graduated with his doctorate degree on June 5, 1955. On October 20, 2004 the Boston Red Sox completed a come-from-behind victory to win the series 4-3 to win and to go on to capture the World Series and are the only baseball team to do so. In May Boston became the site of yet another historical event: the Canadian Women’s Hockey League announced they would be expanding to the United States, coming to Boston.

“The league was working on trying to become the most elite league in North America and the world. The only way to achieve that is to involve US players. Boston was the perfect location because of its great programs from girls to D1 hockey and its reasonable travel distance from Montreal and Toronto.” Boston’s General Manager Paul Hendrickson explained.

The CWHL is the second league to have an American based team, the first being out of Minnesota. The Minnesota Whitecaps of the Western Women’s Hockey League have been around since 2004. While many of Boston’s players have trained and played with the Whitecaps, most were thrilled to have another option.

“It’s an incredible opportunity for the players in this area to stay close to where they’re from or where they call home and still be able to train at a high level.” Boston’s first head coach Erin Hamlen, née Whitten, stated. “The players are very appreciative of the opportunity given to them.”

While the players and management of the Boston team are excited about the opportunity they are also realistic about the challenges that lay ahead of them.

“Logistically it will be a little bit of a challenge, we have players who aren’t used to playing in this league. We’ve got a lot of collegiate players who will be unfamiliar with it, and [our opponents] the Canadians have played in this league together. We’re still playing hockey. They’ve played with or against their teammates at the National or collegiate level. Whatever this brings them, they are up for it,” Hamlen said.

To say the pressure is on would be an understatement. The new beginning for Boston’s newest professional team is a step in the direction of moving the game to a larger scale. While the discussion to bring a paid women’s professional hockey league is still in its beginning stages, there’s no doubt in the minds of those in Boston what they need to do in order to move talks forward.

“Success of the game will depend on the fan base. Produce a wonderful game on ice and people will hopefully come back. The more people that take a high level of interest, the more the NHL will take interest.” Hendrickson commented.

Even without the NHL looking over their shoulder the women of Boston know they must succeed as women’s hockey is in grave danger. At the conclusion of the 2010 Winter Olympics the President of the IOC questioned whether or not women’s hockey had a place at the competition due to the dominence of the Canadian and American teams. The opportunity the team has to expand the reach of women’s hockey is not far from their minds.

“I think there are a lot of people who have never seen women’s hockey who might dismiss it, they may think it’s a world of difference from men’s hockey. When you watch high caliber athletes, Olympic, Elite, or collegiate, they’re not that far off. It’s high level hockey. These girls train for their sport year round. They have taken on a whole new direction with strength and conditioning. It’s definitely got finesse as there’s no flat out checking. [It's still physical], a lot of body contact and physical play. If you never take a look you’re not going to know if you’re going to like it or not. Take a chance on it.”

The women in Boston are ready to make history happen. Will you be there to witness it?

One of the reasons that MMDM is so broad is because Scott understands that  different causes move different people. He knows that one person might want to donate to cancer research while another holds feeding the homeless near to her heart.

Leaving the campaign open to interpretation has allowed the creative nature of hockey fans to fully take flight. The variety of things that people think to do for others when simply reminded is astounding, and seeing others get involved encourages more people to take part. Scott took a moment to tell us more about what Make My Day Mondays is, how it started, and where it’s going.

CWGAP: Your clients are very active in giving back to their communities, it is something they value – how did the idea come about? What attracts your clients to the charities they are associated with in addition to MMDM?

NSM: Basically I have the best clients in the world. We’ve done great things for their teams, communities, and fans. My client Dustin Brown is a two-time Foundation award runner-up. Talked to them last month or so, really wanted it to be grass roots. So I may bring ideas to the table but [they run with] what they feel most affected by and it has blossomed from there.

Each player is different. Their upbringing or what adversity they came up through life is unique. For Cam Janssen’s charity of choice, it was the Fischer House in St. Louis. They house families of servicemen and women in the army for free. Cam has a lot of experience with friends and family who have gone overseas, so that was something that he wanted to do.

For Dustin Brown, he has two young kids and is a family man so the Kaboom playground build really appealed to him. He wanted to help give kids a place to play, to be kids.

CWGAP: You’ve said before that this is a grassroots movement and effort, so far it has been well received. Did you imagine for it to catch on this quickly? What do you attribute to its growth?

NSM: I did not imagine it would catch on as quick as it has. I’m very excited. We’ve had some major media sources involved because of how grassroots it is.  It attracts a lot of people, with the economy everyone is concerned with their budgets. Do something nice once a week. Dustin wanted it to be ‘Make My Day Everyday’ but we went with – Make My Day Monday for practicality reasons.

It can be anything, buying someone a sandwich, giving old toys to kids down the block, helping a homeless person. Not tied in with one charity, there’s no dollar value attached.

The other neat thing with social media — this is the first Twitter driven charity anywhere, in sports or any facet of life. A neat tie in and people are sort of intrigued by.

CWGAP: There are some people who are short on cash, but you’ve been retweeting good deeds for other as well. Is Make My Day Monday an all-encompassing let’s bring a note of positivity back no matter what you can do?

NSM: [There are] some limits, some people either mocking the effort or trying to get attention. We really want the heartfelt “I’m going to feel better about myself, I’m going to do something or give something.” Monetary or not, it’s the idea that you’re doing something that maybe you wouldn’t have done last week because of this slight reminder. Ultimately, you’re making the world a better place.

CWGAP: You’ve recently participated in strategic meetings to help expand MMDM.  Is this to expand its reach in location, how many people participate, or what you want it to achieve overall?

NSM: All of the above. Maybe setting our goals all around the world in many different countries, languages and facets of life. Looking at moving to FB because it’s more widespread than Twitter. I believe we’re doing a live event 10/11 in Chicago. Open to the idea of moving forward with this, celebrities, artists, lawyers, pharmaceuticals, etc. The goal is moving this out in the world. We want the world to be a better place, people [to]remember how lucky they are and to help people who may not be as lucky.

CWGAP: Where do you see MMDM in the next week, month, year given its initial success?

NSM: Week – Three weeks of tweets. We’ve doubled the number of tweets of those contributing to ‘Make My Day Monday’. In terms of the short term it helps to have more media coverage, hopefully outside the hockey world. I just finished a NYTimes interview the other day.

Months – Live tweetup or live event contributing back to the basis of MMDM. The NHLPA has been talked to. Love the league wide effort, commercials or during the game. Thinking of the NFL – the United Way commercials and this could be something like that for the NHL. Part of the attraction is that this isn’t tied into one person, one charity, or one effort. Do what you feel is right to help people out.

CWGAP: Are there any MMDM tweets that stick out in your mind? Most creative?

NSM: Cam Janssen in week one – where he left the Indian restaurant and stuck a twenty dollar bill in the box [before giving the leftovers away], in case the guy didn’t like Indian food. It’s great because it’s not just leftovers but there was thought and that’s just that. Spontaneity, the idea of walking down the street or walking out of the restaurant and helping someone. @Chi_Mist  and her mother buying subs and walking them down the street for a homeless person and child. The person was in tears when they gave them the meal. Make your day as the person who does the good deed and the person who received the gift as well.

CWGAP: How has having your clients actively being involved with this helped?

NSM: I think it puts a face and a name to the effort. It’s why charities get celebrities involved. Followers realize how lucky he is, but [also think] “I’m fortunate and I can do something as well. If they can do it, why can’t we do it?”

CWGAP: 30 second spotlight on television, what would you show?

NSM: NHLers showing they’re no different than anyone else for their great fans and the people around the world — let’s help out and make this place a better place. It could be a handshake, a pat on the back, or $100 — all we’re about is helping people out. Hockey players are best athletes, this is a great way for them to show it. Good guys doing good things for other people.

The players aren’t doing this for publicity. This isn’t about [that], this is about people to lead by example. It’s great having hockey players doing this and if they get recognition, wonderful but that’s not the point.

CWGAP: If you could only tell people one thing about MMDM what would it be?

NSM: One thing – it’s about making this world a better place. Get behind the effort, support and contribute yourselves.

We at CWGAP have signed on to try to actively partcipate every Monday. Whether you do something better for the community, the environment, your family or a stranger, it’s one thing better for humanity. Hopefully we can all do something, big or small, to help bring some light into someone else’s life.

For more insight on this grassroots charitable effort search #MMDM on Twitter. Or simply follow Scott at @NortonSports as he retweets the tweets throughout the day.

September 13, 2010: The league fined the New Jersey Devils $3 million dollars, took away their third round draft pick for the 2011 draft being held in St. Paul, Minnesota and is forcing them to give up their first round draft pick in the next four years. The Devils are not appealing the fine for circumventing the cap, they need to turn their attention to getting themselves under the salary cap. Currently they are $2.968 million dollars over the cap. They have until October to get themselves under.

September 6, 2010: The Dan Ellis Saga/Scandel. Dan Ellis tweets about his worries financially, Twitter attacks him, he ends up leaving. Fans in hockey are split about his tweets, him leaving, and what place social media has with hockey in the future.

September 3, 2010: At 3 a.m. EST the league FINALLY announced they had approved the contract between the New Jersey Devils and Ilya Kovalchuk.

September 2, 2010: Marc Savard’s agent threatens a lawsuit if the NHL does in fact decide to investigate all ‘questionable’ contracts that would make his client’s contract void. Thankfully the NHL decided to close the loophole but grandfather in all current contracts to avoid further hystrionics.

September 1, 2010: The league gives asks the NHLPA an ultimatum to abide by their new rules set forth – the league and NHLPA are granted an extension from Kovalchuk’s agent’s five day ultimatum request.

August 31, 2010: Chris Chelios is FINALLY retiring from the AHL Chicago Wolves, an Atlanta Thrashers affiliate. Chelios will take on a new role with the Detroit Red Wings.

August 27, 2010: Nikolai Khabibulin is found guilty by an Arizona judge of extreme drunk driving. Khabibulin could face 30 days in jail, a suspension by the league, and a fine for his actions. He was charged and found guilty of excessive speeding and being twice the legal limit of the state at 0.15, legal limit is 0.08 as per Federal funding mandates. Khabibulin is appealing, no word yet on what will happen with the NHL.

August 26, 2010: The great debate about credentials and blogs. Where do blogs stand with the NHL as a league, and where do they stand with teams. There is always more than one thing to consider.

August 12 – , 2010: Female fans fight back about female merchandise. What a Reebok employee has to say about her brand. And the campaign continues on a conference call with the league’s Executive VP of Marketing.

August 11, 2010: The NHL wins as the contract between the New Jersey Devils and Kovalchuk is found to be in violation of the CBA. Get ready for round two of the saga.

August 6, 2010: Modano tells Dallas where they can stick it and signs with the Detroit Red Wings. Modano would have been one of the few players to play with a single franchise his entire career had he retired, but due to financial depravity and the Stars no longer wanting him, he moved on.

August 2, 2010: Niemi and the Hawks are parting ways. The Hawks made an offer, Niemi decided to go to arbitration. Niemi won the case but lost his place with the Hawks as they sign Turco and leave Niemi out in the dust.

July 28, 2010: Max Talbot is caught calling Alex Ovechkin a douchebag on radio. A fourth liner calling the guy who has had three 50+ goal seasons in a row a douchebag. Interesting.

July 23, 2010: Sami Salo can’t catch a break. During the playoffs he ruptured a testicle and it’s now being reported that he tore his achilles playing floor hockey during the off season.

July 20, 2010: The NHL is officially challenging the Ilya Kovalchuk 17 year deal to drag this topic out further to prevent the Devils from intentionally circumventing the salary cap as per the CBA.

July 19, 2010: After nineteen LONG days of the Free Agency period, Ilya Kovalchuk has decided to remain in New Jersey.

Buddy Oakes from Preds On The Glass commented on Puck Daddy’s story.

“Twitter may not have been the best forum for Dan to use to make his case about escrow deductions but I do understand his point if you look at the math. Dan is set to make $1.5 million this season. He will pay 39% of that in Federal Income Tax, roughly 9% in Social Security, and then 18% in escrow which totals up to 66%. Not that many folks would cry about his $500,000 take home pay, but 2/3 is a big chunk to have taken out.”

There are valid reasoning and points on all sides of this story. It’s not a one dimensional issue; it can’t be solved with a blanket statement because there is the human factor involved. The NHL has valid concerns for restricting bloggers AND they have reasons for embracing them. During the lockout when the mainstream media had to report on other things it was the blogosphere that reported on the NHL, kept hockey fresh in the minds of their peers. Certain NHL teams believe in embracing new media (Twitter, Facebook, 4Square) and bloggers while others all but refuse to do it. Mainstream media seems to vary, some understand and welcome these new writers whereas others look down upon them. For me, the thought of Coca Cola saving Pepsi and Microsoft saving Apple comes to mind. Products/Brands do better when there is a friendly competition; it keeps them honest and motivated. In Denver, when the Rocky Mountain News was slowly falling apart some people didn’t care. My Dad knew better, he told me it was going to be bad for the Denver Post. Now, we have writers *ahem* that go on tirades, treat fans like garbage, and their work is markedly worse. What gives? No competition to keep them in line.

So here’s my thoughts on the issue. You know I never have a lack of words or opinions for how things are run.

For the NHL and the teams:
Being a leader and embracing bloggers doesn’t have to mean headaches from inappropriate questions or worrying about propriety. There is a way to get the best of both worlds and it has to be done on a case by case basis. Looking at the email drafted there were good points, but one that was overlooked was the size of the site. There are people who get involved with big blogging sites who are not necessarily better than those who are starting up. Let’s not ignore ingenuity, creativity, ownership of brand for someone who may go with a bigger site for faster reward. Those who are truly in it for the long haul may just in fact be, the little guys, or in this case girls.

Accountability is a huge issue. And the NHL and teams need to remember that with mainstream media as well. Just because someone is a member of the AP or writes for a publication that is printed doesn’t mean they are quality. Saying mainstream equals quality and blogosphere does not is inaccurate to say the least. When the Tebow scandal broke they were refusing to release the names and publications those individuals worked for. Mistake. If you are truly concerned with keeping it professional in the locker rooms then mainstream media shouldn’t get a pass just because they are msm. When the Sun writer plagiarized he felt the repercussions. Maybe he should be banned from certain teams as well, his lack of professionalism by committing something that most middle schoolers know is AGAINST THE LAW says much about him. Now for bloggers. If the NHL and teams want to hold bloggers accountable they need not do much. Those who are there for the right reasons show themselves when accountability is added to the equation. Here’s my suggestion:

At the beginning of each season the teams hold a bloggers guidelines session. The session costs a certain amount that is fair so smaller blogs can still attend but expensive enough to keep everyone from coming. It is there that the rules, expectations, and guidelines are presented. It is also there that each blogger signs an agreement that states they understand that should they violate these rules they will no longer be welcome at any NHL game or event in any professional capacity again. Sites and bloggers then apply to the team/league (for events) and their site, social media, and Facebook are combed through. Assuming they pass the test of writing quality, site maintenance, professional behavior and commitment to doing this the teams and league can offer some sort of access. Here’s where the real weeding out occurs. At the beginning of each month or for an annual rate the team can charge the blogger $100 per month or some other fee. IF the blogger remains professional at events they are covering as a blogger not as a fan; then at the end of the season the money paid, except for the guideline meeting is refunded. If at any point the blogger behaves in a way that is unacceptable to the guidelines, they are not refunded the money and it is donated to a charity of the team’s choice. Bloggers who return for the next season should be able to attend the guideline session for free, but attendance should be mandatory. Teams should share information to let other teams know the names of individuals who have been blacklisted from their team so that each team does not have to go through the entire process. Or the NHL could create a blacklist of bloggers to be credentialed, the equivalent of the ‘no call’ list for solicitations.

For Bloggers:
If you want credentials, provide valid work, be respectful, and be patient. That doesn’t mean sit on your laurels, but all good things are worth waiting for, as long as you’re hustling while you’re waiting. If you write quality pieces that bring readers in, well the NHL is a business and they’d have to be stupid to ignore what you could do with them. And after speaking to the NHL on women’s merchandising I can definitely tell you they are not stupid.

Our Philosophy:
Overall, becoming a credentialed blogger would be something that we at CWGAP would love for all of our writers. That being said, there’s a certain way to get things done. For us, it’s about writing what we love with people who enjoy reading it and being a part of a discussion with us. We know you could click on a thousand other sites, what makes you love our site? It’s not because we’re the first site with the news, but we hope we’re the best article you read or a piece that brings you a fresh perspective or makes you question your original ideas. There are bigger sites than us whose entire job is to report on the news first,  TSN employs people to find the stories. We write because we love the game and want to share our joy in it with others. Our point of view is write for you, write with integrity, and write for your readers. You don’t have to read what we say, but you have and we thank you.

If I never get credentialed it won’t ruin my life, it won’t keep me from writing. Our site has always found interesting things to write or gripe about and we’ve only been around since March 2010. What does being in a press box get you? A free ticket to a game? Without player access and visiting player access what is the purpose? Why are you trying so hard to report the same thing that another guy (or gal) is writing. The POINT of blogging is to bring a perspective that isn’t found in the mainstream media. It’s to find the stories that matter, the moments that bond you with other fans, it’s about doing what’s different. Opportunities will always present themselves if you work hard and behave in a manner you can tell you grandmother and children (real or future) about with pride.

Going into this call I didn’t know what to expect. To be honest, the campaign was taking a bit of a toll. It was great to see the ideas of others and the positive, constructive feedback from the female fan and encouragement from several male fans. That being said there is always drama among the masses. While our campaign has never intended to offend anyone, many people were offended. Some fans believe separate marketing is shameful. Others think that wanting more choices is stupid. And then there is the group that believes that we are on a campaign against pink*. Allow me to take some time to clarify what we want, what we set out for, and what was accomplished on this conference call.

Brian Jennings and Kerry McGovern came on the line after the four of us had been on for about one to two minutes. The call started with introductions and a brief background on Brian, his experience in the NHL, marketing, retail, etc. He explained their reasoning for picking Reebok as their partner because of Reebok’s continued efforts to market to females in the sports and exercise world as well as provide products geared towards women who are not as active. The league also reached out to Reebok to let them know that concerns about the female merchandise had been brought to their attention. Reebok responded by asking for the league’s input and come November will be holding female focus groups for the 2011-2012 season. The four of us were invited to participate in these focus groups. The league and Reebok have been very pro-active in trying to listen to what we have to say, to give us a chance to help them market to us. That being said, this is still a business so things will take time, it won’t happen overnight and not everyone can be pleased. Our goal is to make it so as many fans as possible can be happy with the type of merchandise they have available to purchase. Brian explained all this to give us enough information about him and the league so we could broach where he was coming from and then he sat back and listened. We were each given an opportunity to speak, to clear the air about our biggest grievances before Brian responded to us individually.

The order we went in corresponded to the order in which they received our emails. Because I was the first to reach out to Mr. Jennings I was the first to go. My biggest concern going into the meeting was addressing the sizing issue and the lack of female equivalent items to the male merchandise. We discussed that many female fans were going to the men’s section and therefore were being under-represented in terms of real world feedback; the NHL and Reebok were not seeing the money we spent as a whole female demographic. Mr. Jennings acknowledged that they had not considered that and that they would be mindful that some women want the same gears as the men in better sizes going forward.

Next up was Theresa. Theresa’s biggest concern was marketing to the ‘plus-sized’ community. Right now the XL is the size equivalent to a size 8. Meaning someone who fits into a medium at your neighborhood Banana Republic or Nordstrom’s is an XL. A good spectrum of sizes are not being covered. Theresa brought up the points that a lot of new mothers or pregnant women couldn’t buy gear to wear to support their team. That women of plus-sizes were being neglected and would like to purchase gear that fits them with their hard earned money. That they have issues with the fit of the men’s clothing as well, plus-sized shouldn’t equal tent like.

Following Theresa was Ally. Ally is a born and raised Southern girl. Her biggest concern was the lack of marketing to the SE division, the small market teams. One of her biggest concerns was the lack of items available for Southern teams, that items like the NHL bikini were not offered for the Sunbelt teams, fans that may get the most use out of the items. Yes other teams’ fans travel and go on vacation but Sunbelt teams live in an area where a trip to the beach can happen any time of the year. It’s free marketing for the teams, let the fans have more options so that others can see the gear and ask questions, start conversations, and overall get interested in the sport from another angle, the fashion angle.

Su rounded out the conference call’s individual concerns by re-addressing the points made, adding her own opinions and cleaning up after us if you will. Discussing how the fit of the men’s jersey worked on the female body, possibly having shorter sizes as well as difference in sleeve length as another female jersey alternative. She acknowledged the efforts the NHL has made as she is a mother and has watched the league change and try and accommodate its growing fanbase. Su’s biggest concern was sizing and more options.

Following the individual participation on the conference call we were given an opportunity to discuss anything left on our minds. We provided the NHL with sites that currently have merchandise that we would like to see them partner with, ideas we wanted represented, and they in turn promised to get everything we had discussed here and the information I am sending in next week to the people who can make it happen. To round it out I leave you with the words of my fellow campaigners, their thoughts on the conference call and things they would like to see. Su was in the midst of writing a press release for a fiction novel she wrote and is currently working on her second one.

Ally and Theresa:

Q: If you only saw one improvement on the shop.nhl.com site what would you like it to be?
A: I would like to see more items in the NHL online shop. I see a lot of stuff in the team gear stores that isn’t featured on shop.nhl.com. If it could be done, I would like to see more communication with the individual teams on offering these items online.
T: Better range of sizes/more accurate sizing for women’s clothes.

Q: If you could design one thing for your team what would it be?
A: A woman’s Raglan-style t-shirt, in both gray and white color schemes, with blue sleeves and a “baseball” style team name logo across the chest.
T: Something with our (Rangers) old alternate jersey logo (LadyLiberty), something long sleeved
like a sweatshirt or hoodie…I don’t think they make them with that logoanymore.  But I would definitely in general want to see/design better selection size & design wise on zip up hoodies.

Q: What would you like marketed to your team that is marketed elsewhere?
A: A lot of the “distressed” and “vintage” style woman’s products such as short sleeve hoodies, t-shirts, etc.
T: I’m currently happy that the Rangers offer what other teams in the NHL offer.

Q: How did you leave the conference call feeling?
A: I walked away from the conference call feeling very positive and listened to. The NHL was very informative about their point of view and seemed interested in hearing our points of view. Overall it was very constructive.
T: Overall, I was very happy with the call and I look forward to the Reebok focus group, even if it does mean going to Boston.

As for me, the call was a humbling and awesome experience. It wasn’t as formal as I’ve made it sound, Mr. Jennings swapped stories with us regarding clothes and the merchandise the NHL offers. He noted our points, told us how he would apply them, why they may or may not work, what he would like to see and overall came into the meeting with an open mind. Hearing about the discussions they’ve had with retailers and manufacturers and some of the struggles they have trying to represent 30 teams and every member of the team is understandable, and it put the logistics on the table, let us know how wide scale this was. Not that any of us walked in blindly believing it was going to be a snap of the fingers and voila!  Presto change-o, but he allowed us access to why things work the way they do currently and committed to trying to work for the change that we and other fans wanted. I have to say, my respect for Brian, Kerry and the NHL grew. Seeing how they honestly wanted to try and do right by us and other fans while trying to run a business was a unique opportunity. They were both honest and genuine, and they didn’t just listen and say yeah we’ll do something only to turn around and forget. Kerry called me back about an hour later to further discuss the conference call and their excitement to continue the open dialogue and start a forum for all fans to be heard.

Many of you emailed, tweeted, and contacted me and our site in regards to this issue. For that, I thank you. In addition to the conference call I have put together your ideas, thoughts, pictures mailed in. This is being sent to the NHL so they can see what we want and that it is already available elsewhere. If you have any additional thoughts please send them to me (cabeckhamATcwgapDOTcom) so I can compile them for the NHL; the first collection of ideas is being sent over early next week.

*For those female players that were offended by saying pink and hockey do not go together please check out Bela Hockey, the company Cammi Granato co-founded. While Granato prefers the blues and reds Bela Hockey offers clothes and gear that include pink and purple.