Congratulations to Vancouver who officially became the seventh city where a PWHL franchise will operate. Vancouver seems like a safe bet for the PWHL when it comes to expansion, and it allows them to potentially establish a more national identity if they honestly had a smart, well-structred expansion plan. But that's where this expansion celebration ends because it seems clear that the PWHL is expanding into Vancouver just to say they're a national brand rather than being contained mostly in the northeast corner of the continent. While I don't have a problem with the choice of Vancouver, I do have an issue with expansion in general in Year Three of the PWHL's existence when there are franchises who clearly are not self-sustainable. If they can't own those markets, expansion seems wholly irresponsible.
I have made it clear on this blog that
at least two of the six current PWHL frnachises aren't pulling their weight when it comes to sustainability thanks to their lower attendance numbers than what seems ideal. Expanding into the market that showed up for one game also shouldn't be a game-changer for the PWHL without significant market research. The catch here is that the PWHL has time to ramp up both efforts since they are competing against no one.
This isn't anything against Vancouver who showed up with incredible numbers during their Takeover Tour stop. 19038 people came out to see the PWHL play their one game at Rogers Arena, and now they'll move into the PNE Coliseum where the Vancouver Canucks, Vancouver Blazers, and Vancouver Giants all played in their histories. It currently seats 16,281 people for hockey, and the PWHL will be its primary tenant once the City of Vancouver and the Pacific National Exhibition board approve all the upgrades they've promised to make.
Assuming that all goes well, the Rink on Renfrew will see hockey action for potentially 15 games next season as the PWHL moves in and works to establish a footprint in the city. For as encouraging as it is to see the PWHL bringing U11 teams out to announce the expansion, the great Vancouver area has a multitude of women's hockey teams that don't receive the support that the PWHL is targeting. That's not to say that they won't hit 5000 fans per game, but women's hockey being supported in and around Vancouver doesn't have a long and storied history with the local teams.
The NWHL's Vancouver Griffins were the first professional women's team in the modern era to play in Vancouver, and they boasted players like Nancy Drolet, Cammi Granato, and Shelley Looney on their roster between 2000 and 2003. Former UBC Thunderbirds star Courtney Unrah got her start there as a 15 year-old, and Norwegian scoring sensation Julia Berg was part of the team in their inaugural year. In short, they had some star power, but costs eventually did the Griffins in as attendance numbers were often "friends and family".
The UBC Thunderbirds, the Delta Hockey Academy, and the North Shore Warriors all play in front of sparse crowds all season long. When you consider the success that UBC has had over the last five seasons including sending one player to the PWHL, you'd think they'd get more fans in 2024-25 than 224 people per regular-season game and 240 people per playoff game, yet that number hasn't changed significantly since 2019. In fact, it went down after 2017-18 when it reached its average high of 304 fans per game. Not good numbers.
People will say, "Yeah, but these are the best players in the world so it will be different," so I challenge any casual fan to name two players on the Minnesota Frost not named Taylor Heise or Kendall Coyne Schofield. That's not to say that the Frost won't be a draw in Vancouver when they visit, but star power is what brings the fans out to the rink. Getting 5000 fans to pour into the PNE Coliseum on a Tuesday night when you don't care about the second team makes selling that game a lot harder. With weekends being eaten up with girls' hockey of all ages, PWHL Vancouver is falling into the same trap that the other six teams face: marketing the team and league better.
Cary Kaplan, the president of Cosmos Sports & Entertainment,
told CBC News about the CWHL's collapse in 2019,
"There is no obligation for an eight-year-old girl or an eight-year-old boy or a 40-year-old man or woman to go to a hockey game. The responsibility is on the team and the organization, and they haven't invested in themselves," Kaplan says. "I think the good news is it's not about women's sports or women's hockey. It's about the wrong business model."
Show me where the PWHL business model is different than the CWHL business model outside of Mark Walter's immense wealth because I can't see it. Kaplan told CBC that "every successful league in North America is built on a franchise model where corporations or individuals own teams. He says teams need ownership groups that are committed to women's hockey and are willing to maybe lose some money," and yet we now have a seventh team owned by Walter. Again, show me the differences between these two leagues.
What I'm getting at is that the PWHL is now juggling seven balls at once with no focus on any of them. Selling professional women's hockey was never the problem, but marketing it properly has been the downfall of the original NWHL, the WWHL, the CWHL, the PHF, and it's now bleeding into the PWHL. Kaplan's comments from 2019 stand as a stark reminder of why the CWHL fell and why the PWHL seems to be working itself into another unsustainable business model.
"People look for things to do on a Friday or Saturday, but if you don't know there's a women's hockey game you're not going to go. And then once you go what's the effort on the league side to make sure it's an amazing event?" Kaplan says. "You can say it, 'But it's great hockey.' That's not enough."
He's entirely right. When the Winnipeg Jets were lamenting season ticket numbers falling last season, they spoke to their market and heard that the games weren't fun. The hockey was awesome, but there wasn't enough fun stuff to see and do at games for people to justify spending NHL money to see the Jets when the games could seen on TV. Why would fans spend money for a poor experience?
The Jets invested a pile of money and effort into making the game experience that much better, and fans began to return to games this season. Hockey is a form of entertainment, so people have to enjoy their time at the game for them to re-invest in that entertainment. This is what the PWHL keeps missing: while the hockey is excellent on most nights, the experience simply isn't there for casual fans.
No one can juggle seven balls and focus on each one exclusively. Or, in the PWHL's case, juggle seven teams and focus on the individual markets for each of the teams. At some point, the PWHL needs to realize that they're making all the same mistakes they made before, and it's costing Mark Walter money as they rush to expand into cities without owning their current markets first. Start selling the franchise rights to these seven teams so the teams can focus on their local markets and sponsors while the league focuses on league business.
Again, it's hard to take this league seriously when PWHL's executive vice president of business operations Amy Scheer tells reporters, "We want to build a long-term sustainable league, and part of that is having more than six teams based on a region. We need to be past [being] a regional league."
The problem with that statement is you're always going to be a regional league if the marketing is centralized and not market-specific. Five of your six franchises play in the same timezone, there's nothing west or south of St. Paul, Minnesota until Vancouver makes its debut, none of the Takeover Tour games were remotely close to me and a handful of other major centers, and the marketing for all games was abysmal at best. Local reporters did a good job talking to players from those Takeover Tour cities to try and build hype, but the PWHL seemingly did as little as they could to build excitement in those cities. That's New York-based marketing, I guess.
Congratulations to Vancouver on getting a PWHL franchise as that city seems like they're ready for the opportuity, but it honestly wouldn't have mattered if this expansion opportunity had gone to Detroit, Chicago, Pittsburgh, Seattle, Los Angeles, or Calgary. With the PWHL owning the franchise and not being immersed in the seventh market they operate a franchise, the marketing for this team will be mediocre at best. I wish that wasn't the case, but the league will rely on fans and local media to build the hype for this new team.
Assuming there's an eighth team coming this summer, the PWHL would be wise to get out of its own way by selling the franchise rights to the eighth team to a local investor. This would allow the league to build a little capital so it can explore how to divest itself of the other seven franchises in order to make the league run much more smoothly. They can make the claim that they're looking out for the best interest of professional women's hockey, but the first two years seem to be indicating otherwise with the same steps taken as before.
Expansion should be exciting in most tales, but this one might be cautionary if Vancouver is being brought into the PWHL in an effort to boost revenues for the league to offset losses experienced in current markets. Obviously, I don't have any access to the league's books or accounting, but I think it's safe to say that both the Sirens and Fleet may be operating in the red as opposed to the black. If the league is expanding to minimize losses, expanding is a mistake.
This league needs to figure out what it wants to be: a professional league with franchisees who operate with far more knowledge and skill within their local markets or a glorified community center league who pays all the bills while trying to generate enough revenue to cover those costs. Right now, it's the latter on a much more macro scale which only makes the problems bigger when they arise. That's why trying to add revenue via two new expansion teams to cover losses doesn't make sense - the losses still exist, and there's certainly potential for further losses if those expansion franchises start slowly.
The PWHL had a blueprint they could have followed as the NHL owned the "Original Six" markets they played in from 1942 until 1967. Time allowed them to stablize the franchise, market the stars, and build a fanbase in those six cities as the individual franchises marketed players and games in their own unique ways. Like the NHL during that era, there is no competition for the PWHL in this era. They are the only professional league on the map in North America, yet they're rushing expansion to justify some weird perception of being a national league rather than a regional league.
Maybe I'm wrong. Maybe the PWHL is competing with someone. It's not competing for talent or markets or fans, but it's competing against itself because it continues to make the same mistakes that the CWHL has made previously. Having some of the same people in charge of the PWHL who ran the CWHL into the ground means that there aren't new ideas for how to make it work better, so, for better or worse, the PWHL will either figure this out soon or potentially face disaster if Mark Walter decides to stop funding the league.
As stated above, the best thing this league can do for its own longevity and success is to get out of its own way.
Until next time, keep your sticks on the ice!