Thoughts After the First Round of the 2019 Playoffs


Note – I did not watch a single game of the Dallas Stars/Nashville Predators series or Game seven of the Washington Capitals/Carolina Hurricanes series so it won’t be included in this article.

  • Worst.  Officiated.  Opening.  Round.  Ever.
  • If there’s one GM that needs to be immediately put on the hot seat following their team’s ouster from the playoffs is Winnipeg Jets General Manager Kevin Cheveldayoff. Cheveldayoff has spent years building from within while removing the stench and ineptitude of the Atlanta Thrashers personnel.  For years and years, we’ve waited to see what he can do to build a winner and after these playoffs people are still waiting.  Kevin Cheveldayoff has had more than enough time to build a winner as he’s been too afraid to take a chance on a trade (non-trade deadline deal) that can help his roster.  The team is horrible 5 on 5 and they just don’t have the depth to go deep in the playoffs.  The Jets ouster from the playoffs isn’t a coaching problem, it’s a GM problem.
  • The Tampa Bay Lightning lost in four straight games because they thought they could take their one-dimensional game plan and apply it to the post season. What the team didn’t seem to realize is that you need to have a Plan B, C, D, E, F, G, etc when your opponents solve your primary game plan.
  • The San Jose Sharks have an All-Star caliber roster and yet they put on the laziest, most sloppy playoff performance I’ve seen in a long time. If they have injuries to key players, that would go a long way to explaining their pitiful performance.
  • Martin Jones is the main reason that it took the San Jose Sharks seven games to win the series instead of winning it in less games. He also led the NHL in goals allowed in the first period (50+) this regular season.  And the Sharks turned to him in the playoffs?  Really?
  • Brent Burns play in the opening round proves that his Norris Trophy Nomination is a complete and utter joke. Drew Doughty was right in this tweet from this past season.
  • For years I’ve been following the New York Islanders and been hoping for that one moment when everything clicks for the team.  The Islanders of the 2019 playoffs are playing like the team I always through they would become.  Credit that to their GM Lou Lamoriello and their head coach Barry Trotz who changed the team philosophy across the board.
  • Following the Toronto Maple Leafs ouster from the playoffs, the part of the Canadian media who just stir the shit pot to sell product or boost ratings fail to realize one simple fact – The Leafs do not have a good enough team to go deep in the playoffs. That’s not Mike Babcock’s problem.   That said, if there’s one really bright spot for the Leafs moving forward its goaltender Frederik Andersen who was on fire during the opening round.
  • Calgary Flames Goaltender Mike Smith doing Mike Smith things….again… However, the Flames are woefully inexperienced in the playoffs so it’s probably not ALL Mike Smith’s fault…probably.
  • In case you haven’t heard, the officials from Game 2 of the Boston/Toronto series and Game 7 of the San Jose/Las Vegas series are not calling games in the second round.
  • The Pittsburgh Penguins had zero depth scoring in round one and changes to that team need to be made. However, in an Article from The Athletic today, the problem points to challenges with the players themselves.  Changes to that team are coming.  I’d also add, they do not have any depth beyond the first line to help in scoring when the main scorers get shut down as they did against the Islanders.  If you shut down that Pittsburgh first line, the rest of the team can’t score.  Given that, the chances of the Islanders winning are pretty large.
  • In case you missed it – The NHL apologized to the Las Vegas Golden Knights for the atrocious Game 7 Vegas officiating.
  • One thing I have a problem with is given that Hitting part of a game plan in the playoffs, the NHL needs to decide where the threshold is for refs to step in and when not to step in….now.
  • The Columbus Blue Jackets are an example of that team that just ‘clicks’ when the playoffs start.  The team was firing on all cylinders and their solid mental discipline is something that GM’s dream of their teams having in the playoffs.
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Things to keep in mind as the season progresses

NHL: All Star Game

If you’ve followed my writing over the years I analyze the NHL  (and filled in the gaps with the Coyotes coverage during my beat reporting days) and its goings on.  I never passed myself off as an insider and that won’t change.  My observations so far this season is analysis based on writing, research, and reporting on the NHL for many years including this one.    These are some things you should keep in the back of your mind as the season progresses.

Gretzky’s NHL Blackballing – It’s clear with the announcements of the inclusion of Wayne Gretzky in the NHL’s 100th season celebrations, their blackballing of him (for driving the Arizona Coyotes into the ground forcing the NHL to take over ownership) has been lifted.  Yes, he is the greatest NHL player of all time.  That cannot be disputed.  However, I wouldn’t give him the keys to my shed let alone the keys to another franchise’s hockey operations…at any professional level.

The.  NHL.  Is.  Faster. – If you’re wondering why a team may be hot one second and cold the next, one thing to keep in mind that even in the last three to four years the speed of the NHL has risen astronomically.  I’m not talking about fast skating and such.  I’m talking about the way players process the game moment to moment, pass to pass, and shift to shift.  Some players and teams may have NHL level skill sets but they may not have the ability to process lightning fast decisions that need to be made over the course of a game, a week, or a season.  Before judging players or teams in the negative (the Vancouver Canucks come to mind) ask yourself if the reason for their poor performances is because they do not have the ability, as a team, to make lightning fast decisions game in and game out.

John Scott All-Star Game fiasco – If you follow me on Twitter, you know I was one of the most vocal parties when it came to how things transpired.  Let’s face it, this was the public relations cluster fucks of all cluster fucks not only with the Arizona Coyotes but the NHL as well.  When this whole mess started, the way the Arizona Coyotes handled it was right out of their archaic steeped-in-old-school-media playbook.  After working with the PR staff for the Coyotes over the years they have shown me that they don’t know the difference between their butts and their elbows when it comes to a gift of positive online based PR with the John Scott All-Star game voting.  The Coyotes reaction as well as the NHL’s reaction (along with the asinine John Scott Rule they just implemented) showed one of the main reasons why the NHL hasn’t risen to the level of the NBA and NFL in popularity – they aren’t ready, open, and willing to move out of their ‘old school’ thinking and ways into the modern era.  The All-Star game is one of the most boring events in sports and fans know this.  The fans showed the league they wanted to make the game fun by adding a different element to the game.  The league responded by showing that they don’t like fun (to say they were really pissed off over this whole John Scott All-Star Game fiasco is the EXTREME understatement of the century).  This has to change.

The NHL and the Arizona Coyotes had the gift of all positive Public Relations gift dropped square in their laps and they let it slip through their fingers.  The way the NHL and Coyotes handled the situation and John Scott’s trade was like watching a spoiled child’s tantrum and then getting his way.  Scott handled the whole incident like a professional and his performance in the All-Star Game was watching Karma in action (especially with the Coyotes rightfully not having anyone represent them in the game).

The Vancouver Canucks – As noted above due to the insane amount speed in the game currently, one of the things people need to keep in mind is that the Canucks simply do not have the bodies to be able to process the game at which the speed is moving.  Willie Desjardins has a job of taking lemons and turning them into lemonade and in a hockey rabid town like Vancouver, the Fans in the Lower Mainland and across British Columbia are quick to set fire online to players, coaches, and front office staff on a regular basis.  Trevor Linden inherited a mess that was left neglected dating back to the Brian Burke era (below) and its going to take sometime to get the team back on the right track.

The Canucks history – I’ve been following the Canucks very closely since the Burke era, especially when it comes to the hockey operations of the franchise.  The mess that the Canucks have across their franchise started back when Brian Burke was at the helm trying to turn around an almost exact scenario that they have now – Fans not coming to games, the franchise lacking talent and prospects and a need to turn it around NOW.  Burke’s job was to put butts in seats with a budget and he did that…at a cost.  The cost was to mortgage the future for success in the present.  A cost that is being dealt with by Trevor Linden today.  The GM’s between Burke and Benning (Dave Nonis and Mike Gillis) didn’t really do much as one never got to put his stamp on the team when presented with a literally empty prospect cupboard (Nonis) and other (Gillis) pissed away assets and never retooled the team following their Stanley Cup final run.  Needless, to say Trevor Linden inherited a complete and utter mess that is almost on the level of how Wayne Gretzky drove the Phoenix (now Arizona) Coyotes into the ground.  Most fans don’t get this and probably won’t.

Vancouver Canucks are projected to finish dead last in the NHL.  I stand by my tweet from earlier this season where I said that they will finish higher than the Flames in the standings.

Glendale, Arizona – What a mess this whole Coyotes/Glendale/Westgate thing has become.  Instead of rehashing the story yet again, I offer a different angle.  Pretty much everyone doesn’t know what the whole purpose of this project was to be.

The Greater Phoenix, Arizona is unlike normal metropolitan areas in that they don’t have centralized downtown (or anything centralized for that matter).  Everything is so spread out across the valley and that includes destinations for people to spend their time.   Back in the 90’s the City of Glendale and business leaders had a vision to make the Westgate area a destination like Scottsdale, Tempe, Chandler etc was and is today.  The original vision of the Westgate area stretched out way beyond the Stadiums and shopping complexes and was to include much, much more housing, entertainment and so on.  However, 9/11 pretty much derailed the full vision of what Westgate was to become and the powers that be decided to make a smaller version of their original plans.  The main item that the City of Glendale (along with everyone else) lost along the way was to make their city a destination for the region.  In the Glendale City Council meetings that pertained to the Phoenix (now Arizona) Coyotes ownership battle, the City leaders clearly did not demonstrate this vision which tells me that original vision of making Glendale a destination got lost along the way.

Off Topic

Arizona State University football – This marks year five of the tenure of Coach Todd Graham.  During his introductory press conference (below), I asked him if the goal of the program was to win a national title.  I asked him that question for a reason.  Given the point in time that he was hired, mediocrity in the entire program was accepted year in and year out.  Kids growing up in the greater Phoenix area didn’t grow up playing football imagining they were playing for ASU.  They grew up pretending to play for other national powerhouses.  Top talent in the state were going to the bigger schools and not staying in state.  This was a problem with the program and the Athletic Department.  For ASU to be a winning program, they had to start at the grassroots level with kids camps and community outreaches to build a winner.

If there’s one thing regarding his performance that he should be judged on (this past seasons on field performance should be ignored due to the insane amount of injures they had) is how the program across the board should be judged in reference to building a sustainable championship program for years to come.  Arizona State has done just that but it will take some time before they see the fruits of their labor.

Autobiographies – As I’m writing this I’ve got a collection of Genesis live albums playing on the headset (‘Duchess’ on ‘Three Sides Live’ is wicked and hearing Phil Collins sing the 24 odd minute ‘Supper’s Ready’ and not Peter Gabriel is oddly satisfying) as a result of reading the new autobiography by Phil Collins.  I recommend the book but my only knock on this book so far (up to the 80’s and his Live Aid performances) is the lack of detail about how the Genesis albums from ‘Duke’ through their self-titled album came to be.  His solo albums are written with great detail, especially how ‘In the air tonight’ came to but his Genesis albums lack the detail of the writing and recording process and seem to be just blips on the radar.

I’m also reading the autobiography of Bruce Springsteen and he’s as good or better of a writer than he is a storyteller in concert.  I’m up to the recording and touring of the ‘Born to Run’ album and I’ve also been exploring his studio and live back catalog which is amazing given the detail of how his life up to the points of his albums came to be.

I HIGHLY recommend both books if you’re fans.

On East Coast time – I gotta admit after watching about ten seasons worth of games on the left coast and In Arizona it’s weird watching games on the right coast and adjusting to the times that games are on.  It could be worse, you could be a Pac-12 fan like myself where games have started as late as 10:30 PM in the East.

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Steven Stamkos joins other Pro Athletes for a Nike ‘Snow Day’


During tonight’s Thursday Night Football game with the New England Patriots and the Miami Dolphins, Nike will debut their creative and fun ‘Snow Day’ campaign which features Tampa Bay Lightning Forward Steven Stamkos among a cast of other professional athletes.



While this is an insanely creative ad, when it comes to marketing the NHL in the US is falls way short of other campaigns that have been successful in Canada.

Campaigns like this one with Jarome Igilna and Markus Naslund

Or this Classic one with Markus Naslund and Ilya Kovalchuk

Or even this classic Montreal Canadiens/Toronto Maple Leafs one

One has to wonder what can be done to market the NHL and it’s players more effectively in the United States.

‘Snow Day’ also stars – Odell Beckham Jr. (NFL – New York Giants), Le’Veon Bell (NFL – Pittsburgh Steelers), Eugenie Bouchard (Canadian Pro Tennis Player), Antonio Brown (NFL – Pittsburgh Steelers), Elena Delle Donne (WNBA – Chicago Sky), Marlen Esparza (Women’s Boxing), Paula Findlay (Women’s Triathlon), Lauren Fisher (CrossFit Games), Paul George (NBA – Indiana Pacers), A.J. Green (NFL – Cincinnati Bengals), Draymond Green (NBA – Golden State Warriors), Luke Kuechly (NFL – Carolina Panthers), Sydney Leroux (US Women’s Soccer Team), Carli Lloyd (US Women’s Soccer Team), Marcus Mariota (NFL – Tennessee Titans), LeSean McCoy (NFL – Buffalo Bills), Ben Roethlisberger (NFL – Pittsburgh Steelers), Eric Weddle (NFL – San Diego Chargers) as well as Steven Stamkos (NHL – Tampa Bay Lightning).


Source: Creativity

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Ducks Getzlaf out 4-12 days with appendicitis



Anaheim Ducks forward Ryan Getzlaf will not play tonight in Dallas against the Stars due to appendicitis.  The Ducks and Pucks blog first reported he flew back home to Orange County today for his surgery which is scheduled for tomorrow.  According to the Anaheim Ducks press release, Getzlaf will be out for approximately 4-12 days.

The Anaheim Ducks also said that Getzlaf has had ‘discomfort intermittently over the last six weeks’.

In eight games this season Getzlaf has scored one assist on the struggling Ducks roster who are 1-5-2 and only six goals scored this season.  This begs the question, if this is his problem with his lack of production, why wasn’t this discovered earlier in training camp?


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What Happened With the Columbus Blue Jackets?

Aaron Doster - USA TODAY Sports

Photo: Aaron Doster – USA TODAY Sports

By the time you read this, the Columbus Blue Jackets will have started the 2015-2016 NHL season 0-7.  They have allowed 34 goals and only scored 13 through these seven games.   It’s amazing that a professional hockey team has started the season 0-7 in such dramatic fashion.

The question everyone is asking is…

What’s wrong with this team?!?!?

Now I’m sure you can pick apart players and come up with line combinations until the cows come home.  However, the Blue Jackets problems break down into three areas (below).  Until these three areas are fixed no General Manager will be able to fully determine what Blue Jackets positions need upgrading.  Until the team turns the three areas noted below around first, they’re not going to be able to do much of anything productive on the ice.

Defensive Zone Coverage

After allowing 34 goals in just seven games it doesn’t take a rocket scientist to figure out that the Blue Jackets could not stop pucks going in.  If ever there was one goal that summed up their defensive zone issues, it’s this one from their home game versus the Toronto Maple Leafs last week.

At the five second mark I want you to watch how ALL five players are down in one area leaving the Leafs point men wide open.  Also note how the defensemen are watching the puck and not the players behind them.

Now imagine this happening 34 times over seven games and you’ll get the picture of why the Blue Jackets are in the mess they’re in right now.  Normally, a defending player would take a quick glance back to see if the opposing players away from the puck (left side of the screen) are sneaking into a scoring position like they did here.

THIS kind of defensive lapse is a coaching problem especially if it happens repeatedly over seven games.  Todd Richards and his coaching staff could not stop goals like this from happening.  This alone was justification for his termination.  This is some of the worst case defensive zone discipline I’ve ever seen on an NHL team.


It’s well known Blue Jackets goaltender Sergei Bobrovsky told the media that he’s lost his confidence.  Let me show you an example of this.  Just watch and note how he wasn’t ready for this shot on goal and how he reacted too late.

There’s not a lot that can be done here as it’s up to Bobrovsky to work through his confidence issues.  He’s a great goaltender but he needs to get back to believing he’s a great goaltender.

Mental Game is Off

The Blue Jackets lack of mental strength or confidence is a team wide issue.  Over the course of the first seven games you could see the confidence of the entire team erode as each of the 34 goals the Blue Jackets allowed were scored.  A goal would be scored and the team’s confidence and their performance went down hill quickly.

It’s tough righting a sinking ship when the ship has so many holes in it that have been ignored.  Until the new coaching staff solves this, there’s just going to be more of the same.

New Coach In Columbus

With the hiring of John Tortorella as Todd Richards replacement, people are speculating if this is the right hire for the team because the franchise has been sinking hard and fast for a few years now.  This team needs a winner now.

I personally don’t think he is the man for the job based on his performance in Vancouver along with the stories from other members of the NHL media (specifically TSN’s Gary Lawless on the radio yesterday) I’ve heard from about the way he coached (or didn’t coach) there.  He was also an extremely poor assessor of talent and wasn’t able to put together lines to help alleviate the scoring pressure off the Sedin Twins line.

To stop Tortorella’s Canucks, all you had to do is shut down the Sedin Line and watch lines two through four not be able to hit the broadside of a barn with a puck.  The Canucks had talent to provide some help but Tortorella could not figure out who could do the job for him.  HUGE red flag here.

What people should look for here is to see if he’s changed his ways from his time with the New York Rangers and the Vancouver Canucks.  The Blue Jackets need a coach to crack the whip and lead them out of the darkness of losing while developing young talent.  The Blue Jackets don’t need a coach who can’t relate to players or properly assess the talent he has on his roster.

“I need to have better listening skills,” Tortorella said during his press conference in Columbus Wednesday. “I want to know what is going on here and then act accordingly as we talk as a group. It’s so important that we do it collectively here. We need to have some honesty amongst ourselves so we can get on the right road.”

Finally, the Columbus Blue Jackets need a coach who can teach and guide the players through the challenges of the three points I made above.

Can John Tortorella do this job?  That remains to be seen.

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Coyotes New Marketing Plan – A Good First Start

Photo - Arizona Coyotes

Photo – Arizona Coyotes

As you may or may not know, I covered the Phoenix/Arizona Coyotes as the first non main stream media beat reporter and later the NHL (current coverage). Throughout the Coyotes ownership circus, the marketing of the team was basically some gruff slogan set to some up tempo music that appeared in ads and that was it.  That was the best they ever did with marketing plans (pre-new ownership). The team just basically threw money into the wind with their marketing dollars and poorly thought out plans which was really sad to watch happen.  Sure their budgets were limited, but there was no evidence of the marketing team stretching what little money they had for a given season if they even executed their marketing plans at all.

In addition, the Coyotes social media (prior to the new ownership group) was even worse as it was basically an extension of the PR department, which should never happen anywhere.  The concept of the ‘social’ part of ‘social media’ was foreign to all not to mention leveraging social media marketing practices.  For a long time the Coyotes, as well as much of the NHL, didn’t get the ‘social’ part of social media. It’s taken a few years for the league and it’s teams come around into the modern era but now it’s really fun to see some of the things that teams have been doing the past few seasons.

Anyways, I’ve been reading, watching, and in some cases, actually witnessing in person the Coyotes marketing over the years.  I think it’s time to write something about the topic since they’re doing something more than throwing money at a gruff slogan again.

My Background

Over the years, I’ve studied numerous US and Canadian NHL fan bases (for marketing reasons) including Anaheim, Los Angeles, San Jose, Vancouver, and Edmonton.  Over time I learned the nuances of the different countries but cities as well and have used it when writing articles past, present, and future.

I started my AZ Vibe website and social media sites (The domain name has since been hijacked even though I own the name – Long story) from the ground up (start up) to a following, at its peak, of over 500,000 unique visitors a month. I implemented numerous marketing campaigns for years with a bootstrap budget.

Part of my approach to the Coyotes coverage was to fill in the gaps in their coverage, which was and in some cases still is pretty big.  When I started, the team didn’t have the amount of coverage they have today and the demand for Coyotes news was and still is pretty high.  I provided behind the scenes stuff, information that was available in other NHL markets, along with articles that fans wanted. Pretty much a lot of what you see today from the team they couldn’t or didn’t know how to do back then.  It took a lot of feedback and research before I was able to find exactly what the readers wanted.

In 2012 I was hired by Hensley Beverage Company’s Marketing Department to run their Social Media across all their divisions (Anheuser-Busch, Craft Beer, Food, Spirits, and more) as well as learning traditional marketing and advertising (TV, Radio, Print, etc). I brought all I learned from my AZ Vibe experiences and was able to successfully adapt and promote numerous different brands with different campaigns across all their divisions and products. You can see many samples of my work on their Facebook, Twitter, and their website throughout 2012 (More samples below).

Fast forward to 2015….

The Coyotes kicked off their new marketing campaign for the 2015-2016 season that ‘Celebrates the Unique DNA of Hockey in Arizona’. At first I thought “Oh great another ‘throw money at a catch phrase and hope people buy tickets’ campaign”. After years and years of the same thing over and over again, you would probably have the same reaction too.

However, there isn’t a catch phrase this time. There is a multi faceted plan covering numerous traditional and online marketing methods.

According to the Coyotes website…

The multi-channel campaign will consist of outdoor, digital, broadcast, theatrical, social and event experiences, and will honor the uniqueness of the Coyotes’ authentic and inclusive hockey culture.

“This proud campaign is a celebration of our extraordinarily loyal fans who are arguably the most devoted in the entire NHL,” said Coyotes Co-Owner, President and CEO Anthony LeBlanc. “This campaign focuses on our very bright future on and off the ice and our commitment to Arizona.”

This link has more details on what their initial plan is if you want to learn more. I’m not going to waste your time regurgitating it here.

The main point you should pay attention to in this campaign is that their new marketing plan finally captures the one bit of the culture here in Arizona that has been missing from the weakly thought up and poorly executed marketing plans of years past – The Coyotes finally are showing that they ‘get’ that this market doesn’t have deep roots of hockey tradition like most Canadian NHL markets and many US NHL markets. The thing with Arizona, compared to the rest of the NHL markets in North America, is that the traditions of hockey are just starting to spring roots that will soon grow deep.

No one outside the state of Arizona gets this. No one.

People judging the team have just looked at the surface of the team, which was (and sometimes still is) the ownership circus, as the measuring stick of how successful or bad hockey is Arizona.  Of all the articles that have been written about this marketing plan, most of them were written by great sports reporters who don’t know anything about marketing or business reporters who don’t know a thing about hockey.   Neither of these groups really have shown they have a grasp on the history of hockey in Arizona or what it takes to grow the sport and how it applies to properly marketing the team.

This is why the NHL has fought so hard to keep the Coyotes in Arizona – to keep the traditions of hockey alive and growing at a productive rate.

That said, I have to say this is new marketing plan is a good beginning and a great sign that the Coyotes are indeed here to stay (knock on wood).

What’s missing here?

Even though the marketing plan is a good start, there’s lots of key aspects of marketing this brand that is missing. I’ll explain some of the big ones below.

Marketing to fans OUTSIDE of Arizona

It’s not clear the team gets this or not with the new plan but in the past it’s been ignored. The team’s fan base extends to the 49 other states in the US and provinces in Canada as well as around the world.

For example, how many people in the Coyotes organization know that even in Manchester, UK they have a fan base?

I was chatting with a Coyotes fan from California (before their game with Anaheim last week) about the new marketing plan. He loved the plan but when it comes to people outside Arizona he basically said ‘What about me?’. It’s a fair question that deserves an answer.

One suggestion I made to ownership via Twitter is to create a message board for fans around the world to connect and talk about Coyotes hockey. Twitter and Facebook can only do so much for the average fan. The Coyotes NEED a message board badly. This is a step in the right direction on how you can connect with your WORLDWIDE fan base. Besides, I’m willing to bet that the team truly doesn’t understand the power of a unified online fan base.

I’ll give you a couple examples of the power of a unified online fan base from the Vancouver Canucks Message boards, one of the oldest, and for a time, the most powerful message board in the NHL.

In the 2004 the Vancouver Canucks met the Calgary Flames in the playoffs and little did everyone know the havoc the fan bases would wreak on each other online.

Example 1 – The Flames IP ban ALL of British Colombia from connecting to their site

That’s not a misprint. When the seeds were set for the playoffs the Calgary Flames forums were overrun by Vancouver Canucks fans to the point to where the Flames took the extraordinary step to block ALL of British Columbia from connecting to their website. Yes, the ENTIRE province.

Example 2 – Rallying the troops

One member of the forum during this series worked at the hotel that the Flames were staying at in Vancouver.  He and others helped organize fans to come outside of their hotel and wake them up with horns honking and other partying noises.  The troops were rallied via the message boards and they did their thing.

Granted, these examples are a little extreme and given what happened after the 2011 final (Vancouver Riots) this probably isn’t surprising to you all. The point is that the fan base has a way to interact, unite, talk hockey and be able to connect with other fans from around the globe. The Coyotes simply just don’t have that available for their fans right now and I know a lot of them (having met many of them over the years) would LOVE this.

So how do the Coyotes plan to market the team to fans who live in away game cities and around the world?  That remains to be seen, if at all.

 Latin Marketing

One of the biggest things I learned at Hensley was marketing Bud Light/Budweiser to the Latin population. It’s a completely different ball game than standard marketing of Bud Light/Budweiser and marketing something like Craft Beer. I’m not sure if the new ownership noticed but there’s a HUGE Latin population within a stone’s throw of Westgate. That is an insanely huge market that is untapped by this or any NHL team in other markets if memory serves.

Is this part of the Coyotes ‘grand’ plan?

Marketing/Merchandising to Women

What’s the plan here? How do you plan to bring new female fans into the fold in addition to the current fan base? Also, one of the biggest complaints I’ve heard over the years from female fans is the lack of and extremely poor choices of female Coyotes items to purchase (Hint: sequins = bad).  I’ve been told by the NHL in the past that the teams control the merchandising of their products to the fans.

What’s the plan here?  This is a HUGE need for current fans and will be a need if they want to attract new fans.

Get the PR out of the Marketing/Social Media

Historically, the Coyotes social media has been just a boring extension of the PR department. Lame. While the prepared news is part of what needs to be released to the masses, they in no way should have a say in the marketing of the team. They can provide input and send prepared tweets or press releases to the Social Media team to publish.  The PR team in no way should control what’s being sent out via Social Media. That may or may not be the case now but I’ve seen it in the past.  From what I’ve seen this season, their social media accounts are actually social….somewhat.

Lack of being a point of contact for the team

A few days ago a Coyotes fan on Twitter had a question about an electronic ticket and if it was able to be used at recent game. I told her to Tweet the team and see what happens as this is one of the primary functions of any social media team.

No response.

One of the primary functions of the Coyotes social media account is to be the online point of contact for issues such as these. I like the LA Kings solution to this problem (Hint) in their Twitter description.

Again, this marketing plan is a good beginning and foundation for the team moving forward but it remains to be seen if they ‘get’ the bigger picture for their marketing or not.

Samples of my Facebook posts at Hensley

Original Coyotes Press Release for their current marketing plan.

Coyotes Marketing Articles


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2016 All-Star Game Commissioner’s Selection – Shane Doan


As you may or may not know, Arizona Coyotes captain Shane Doan is the final year of his contract, and is in his 19th NHL season.  Doan is also the longest active serving Captain in the NHL and is in the last stages of his storied career. While Doan has spent his career with the same organization the chances of him lifting the Stanley Cup are getting slimmer and slimmer as this season progresses.

Many of you may have seen some of his great performances for the Jets/Coyotes as well as playing for team Canada.  What you haven’t seen over the years is how he has gone above and beyond the call of duty for the team and the Greater Phoenix area.  During the Coyotes ownership circus, he’s spoken up for the team and their fans so many times that I’ve lost count.  There’s been many times over the course of this circus that he could have bailed for a different team.  Each time he’s stayed put in Arizona.

Then add to that the undying support of all the Coyotes fans near and far while having to endure the constant barrage of whether the team will be staying or going. With that don’t forget the sensationalist Canadian media timing negative articles to damage the team as they’re trying to rebuild the franchise.  Some of the articles that came out of Canada over the years bordered on lunacy and the abuse the fans have taken was and sometimes still is pretty brutal.  I’m not going to link any of these articles as you can find them all on Google pretty quickly.

On top of that, there’s a possibility that Shane Doan may not re-sign with the Coyotes next season (this is just speculation).

Finally, let’s not forget that for over six years now the NHL has promised an All-Star Game to Coyotes fans after the 2006 All-Star Game in Phoenix was cancelled due to a work stoppage.

NHL needs to find a way to not only thank Doan for going above and beyond the call of duty during the past six years of the ownership saga but also come up with something for the fans who have gone through insane amounts of abuse and trials during this time.  I mean most fans would have bailed during the unprecedented ups and downs of the ownership saga yet they didn’t.  They stayed and they’re happy now that the team is staying.

So here’s my proposal.

Mr. Bettman, make a ‘Commissioner’s Selection’ to the 2016 All-Star Game for Arizona Coyotes Captain Shane Doan.

Since the logistics involved with bringing the NHL All-Star Game to the Phoenix Area probably won’t happen during Shane Doan’s career why not have him be one of the Coyotes representatives to the All-Star Game?  Plus, have him be one of the Captains during the player selection process.

Everyone outside the State of Arizona may not ‘get’ why this is needed Mr. Bettman but the Coyotes fans, many of whom you’ve met personally over the years, need this.  They deserve this.

Shane Doan – 2016 All-Star.  It’s got a nice ring to it, doesn’t it?

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