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    Howard Baldwin, ex-Whalers owner, offers critical look at ‘marginal’ NHL markets

    Getty ImagesHoward Baldwin founded the Hartford Whalers, helped create the San Jose Sharks, and produced "Mystery, Alaska" (yea!) and "Sound of Thunder" (bleech!) among other films. He's seen businesses that work, businesses that fail. He's seen, and done, it all — including having won a Stanley Cup with the Pittsburgh Penguins as their chairman in 1992.

    Baldwin's been trying to bring back the NHL to Hartford for some time, and sees a "three to four year window" to aggressively petition for one. He recently spoke with Timo Seppa, managing editor of Hockey Prospectus, about that mission; but he also spoke candidly about the healthy of other markets.

    From Hockey Prospectus, a few choice cuts from Baldwin, whose been in involved in team ownership since 1975:

    Seppa: Some of the expansion worked, right? Like the California teams, and Dallas?

    Baldwin: "San Jose. I did that deal for the league, San Jose. I loved San Jose. Dallas, yep. The team went bankrupt, but net-net, it's a good market. Phoenix is not a good market. Florida's not a good market. Carolina will always be marginal, I think. Anaheim, I think, eventually will be a problem.

    "And if they ever go NBA, which they'd really like to, then it'll be a bigger problem. … They'll be fighting over dates at the building. I'm trying to think of where else. St. Louis is marginal, but they've always been marginal. It's fascinating, St. Louis. From the day they came into the NHL, I bet you they've had more ownership changes than any team."

    Seppa: They're working on another one right now.

    Baldwin: "I know, I know. You're right, I know. Columbus. I thought Columbus would really be good. Again, I was on the board. I was so in favor of Columbus, because it reminded me of Hartford. Same as San Jose, you're the only show in town. If you want to go to a major league attraction, you better go to the Columbus…Blue Jackets. They could have come up with a better name, though!"

    After a discussion about Columbus as a viable market, and how difficult that is to measure without having playoff success, the attention turned to the Florida Panthers:

    Seppa: I don't think Florida was ever a good idea. That's a market like Atlanta, where people's attention is everywhere other than on hockey. They don't even have a fair shot, if the team's always out of the playoffs.

    Baldwin: "Totally right, particularly in a warm weather market, like L.A. We lived in L.A. for 22 years. We still go back there a lot. L.A. is a really funny market, because there's so many things to do there. So if you're going to bill yourself as a major league team, you better be good. What turned L.A. around was Gretzky. What Bruce [McNall] did there, bringing Gretzky in there, all of a sudden that opened up all of hockey on the West Coast."

    Plenty more from Baldwin on the Whale and the NHL over on Hockey Prospectus.

     

    56 comments

    • Danne D  •  3 months ago
      Now that ya mention it, Columbus Cannons would be so much better. They could even keep the "Union Army" theme while picking something that sounds tougher to the average fan.
      • Bartool 3 months ago
        That is an awesome idea.
      • Viqsi 3 months ago
        Legend has it that Mr. Mac (z''l) insisted that "Blue" be somewhere in the name, as that was his favorite color. Besides, it kind of grows on you. ;)
      • Josh V 3 months ago
        So the alternative to a team name that can be abbreviated to 'BJs' should be a compelling excuse to keep their phallic cannon mascot?

        Honestly, I like the Blue Jackets name, but I think that they should have gone after something like the New England Patriots rather than making the team logo a pun on yellow jackets.
    • Sweet D.  •  3 months ago
      the whale played to 98.7% capacity every night. Karmanos moved that team to get a sweet tax free deal on his other business, compuware. He was also upset that he did not get a big enough portion of parking and concession revenue from the state owned civic center. even though when he bought the whalers from the state (CT owned the team before karmanos) for under market value, and he paid no lease on the civic center. The whalers left town due to the greed of the owner, not for lack of support from what was a great fanbase
      • Andrew 3 months ago
        right on
      • MarkowPolo 3 months ago
        Kurses on Karmanos! He's pure evil!
    • Uncle Meat  •  3 months ago
      Hockey will work in Hartford if there is a better venue. He's right about being the only show in town (aside from Uconn basketball/football), but the condition and size of the XL Center is not suited for the NHL. The arena is too small, has awful vantage points, old and lacks "premium" services (corporate boxes, advertising media, etc) that are a necessary evil to fund operations. I'd love to have the Whalers back but it isn't feasible without a new venue. Team up with Uconn as a tennant/partner, get the state of CT to sign on, bring in some corporate sponsorship (ie somebody to buy the naming rights to the venue) and this is a feasible market.
      • terry 3 months ago
        get rid of the Rangers affiliation, get a good one, then worry about the arena.
      • Chris Palardy 3 months ago
        The arena is the only problem. When the patriots were gonna move to Hartford, people bought a bunch of season tickets. I say play at the XL center for 2 or 3 years max to raise money and then build an arena.
      • James 3 months ago
        Howard Baldwin proposed raising $105 million for revitalization of downtown Hartford and a new arena to be ready by the year 2017. He bought the Hartford Wolfpack franchise last year and re-branded them the Connecticut Whale in a move to garner support for hockey in Connecticut by past Whalers fans. He also wanted to leave an impression on Gary Bettman, and it's worked. He's been on the local Connecticut news many different times, and also has the governor onboard for support of the NHL in Hartford. Whalers gear is the 11th best selling merchandise at the official NHL store in Manhatten, and is sold at all the larger department stores and all the malls here in Connecticut. This is all on top of the fact that the hockey market here is so much bigger than it was when the Whalers were here in the 1990s because of all the new adult and youth hockey teams. There's really no other market right now that's better prepared to support the NHL than Hartford.
    • mean guy  •  Mt Clemens, Michigan  •  3 months ago
      Markets are markets. They are all fickle. Toronto and Montreal are exceptions, simply because its almost like a fashion statement to go to a game in places like that. But Boston, Chicago, and even Detroit had a hard time getting people to show up when the team was bad... pre-Yzerman. The building cost vs. revenues are the most important factors. I've seen people in Phoenix (during the Roenick, Tkachuk era) go absolutely bananas for the game. Even Florida during their cup run in 96 looked like a home run. Not every team (or company) is going to make money. Its Business 101. Build a winner, and you could put a team in Mexico City or Timbuktu. Or even Edmonton.
      • Paul 3 months ago
        I'm not sure that's fair about Chicago. The team wasn't merely bad, the management was pretty much intentionally keeping the team bad. It was a lot like the Clippers were for all those years. Wirtz didn't even air home games in Chicago. The fans not showing up had good reason for not showing up.
      • fuzzy 3 months ago
        hahahaha Edmonton, that would be funny.
      • Bruce 3 months ago
        even edmonton.....the oilers have been a successful franchise for thirty years.....the province of alberta is the wealthiest jurisdiction in north america.....the oilers are one of the teams that help subsidise the money losing teams in that eccentric region we refer to as canada south
    • Flyers  •  Mt Laurel, New Jersey  •  3 months ago
      How LA has 2 teams and Toronto has 1 is a mystery. But come on Howard I want the Whalers back just as much as the next fan that has watched hockey since before the lockout but if you talk negatively about the current state of the obvious teams it will not help the cause. The commissioner has very thin skin.
      • John 3 months ago
        It's not a mystery at all. The prior owners of the Leafs just never wanted any competition, so they've always fought against expansion. The Sabres also don't want competition either. People have known about this for years. Where have you been.
      • Bleys 3 months ago
        Also, despite their proximity, LA and OC are usually considered separate markets, due to So Cal's per capita and population density. With the exception of basketball (which may change soon), major sports have been separating them for awhile; Raiders/Rams, Angels/Dodgers, Ducks/Kings. Disney made a franchise and placed it close to their operations. Any other sides of this question still need answering?
    • Dave  •  High Ridge, Missouri  •  3 months ago
      The fans in St. Louis will keep the Blues here, we've done it in the past and will continue to do so. I mean come on who wants to see hockey in a place called the Checkerdome, but we still went...
      So lay off StL
    • GT  •  3 months ago
      In other words, Hartford's a great place to have an NHL team, just not one he'd care to buy and hold on to?
    • Hildymac  •  Atlanta, Georgia  •  3 months ago
      St. Louis? Considering we're a top-five TV market and #9 in last year's attendance, I suggest Mr. Baldwin shrink his definition of "marginal" to not include owners. How does having several owners in nearly 45 years qualify the Blues as marginal?
    • Super Mario  •  3 months ago
      A lot of what this guy says is a successful market contradicts his statements on the bad marginal or southern markets. The Lightning average 18000+, the Preds are almost selling out every night, even the Panthers have improved their attendance to over 16,685 up 1000 from last year. The only place where winning doesn't solve anything seems to be in Phoenix though that maybe because they can't get out of the 1st round and the infamous Gretzky era.
    • Dumb Repigluttons  •  Boston, Massachusetts  •  3 months ago
      Bring back the Whalers!!!!!!!!!
    • NYer  •  Buffalo, New York  •  3 months ago
      Bring the Whalers back to Hartford and stop the sh88t. That team should never have been allowed to move. Typical crap, same with the Isles, dont move the team Bettman, make them stay where they are!, and deal with it. Why would Atlanta get a second chance sooo soon as they did, and CT has not had that chance
    • HeyBuffalo  •  Buffalo, New York  •  3 months ago
      What team would you rather want to see returned to their original location more...Nordiques or Whalers?
    • HeyBuffalo  •  Buffalo, New York  •  3 months ago
      Bring the teams back to the cities that actually care about them. Does it really seem like people in Raleigh care about the Trashers at all? On this subject, I'm happy the Jets are back where they should have been all along. Someone mentioned Toronto having one team...AHL team in Hamilton is just outside the city. Going to Bulldog games are always a good time. If you're in the area and don't want to pay for an NHL game, go see the Bulldogs!
    • Roswell survivor  •  3 months ago
      Did not Pitt almost lose a franchise when the team went south in the standings? But it's not OK for a Florida team to lose fan interest if the team goes south in the standings. What a hypocrite.
    • adrij  •  3 months ago
      It sounds like two guys talking that don't know the facts from the start. Opening question and answer is invalid.
      Dallas wasn't an expansion team.
      This makes me think anything that follows is just two idiots saying things.

      Seppa: Some of the expansion worked, right? Like the California teams, and Dallas?

      Baldwin: "San Jose. I did that deal for the league, San Jose. I loved San Jose. Dallas, yep.
    • Michael  •  Raleigh, North Carolina  •  3 months ago
      Carolina is amarginal market? So they can only get 15.5k this year, but that's amazing considering how bad the team is this year. And besides, people who come to Raleigh to play love it here; some of them will even move to the area after they retire.
    • James  •  Meriden, Connecticut  •  3 months ago
      The hockey market here in Connecticut is so much bigger than it was when the Whalers were here in the 1990s because of all the new adult and youth hockey teams. Baldwin is on the local Connecticut news always talking about his plans to bring the NHL back to Hartford. He proposed raising $105 million for revitalization of downtown Hartford and a new arena to be ready by the year 2017. There's really no other market right now that's better prepared to support the NHL than Hartford. Notwithstanding, Hartford Whalers gear is the 11th best selling merchandise at the NHL store in Manhatten, and is sold in all the malls and department stores here.
    • dan fu  •  Anoka, Minnesota  •  3 months ago
      i have said it for a long time.hockey was just a fad in the south!
    • D  •  3 months ago
      I love the NHL. Hockey is far and away my favorite sport and without starting an argument about which teams should go where I do think the NHL could improve it's overall product via retraction. There is too much goonery in the league. I'll back that up with the statement that you can't watch a game w/out hearing a tv announcer hype up a fighter by saying things like 'he knows his role' or 'his job is to go out there and turn the momentum around with a fight or a big hit.' I say get rid of about 6 teams and let the cream rise to the top and the turds sink to the bottom. The teams that survive the cut get better and thus the overall product gets better. It's the same reason that Olympic hockey is the best hockey in town, b/c there are less teams but they happen to be stacked with the best players. Any talk of relocation is fine, but expansion is almost laughable at the moment; especially with the CBA about to become a problem for Mrs. Bettman again.
    • John  •  High Point, North Carolina  •  3 months ago
      Cannot believe "Sudden Death" wasn't mention.

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