The Hockey Apocalypse?

By "Hockey Girl" Dahlia Kurtz

Recently, Canada’s premier tracker of social trends, Reginald Bibby, revealed what some call the “Hockey Apocalypse.” The sociologist suggests Canadians are not the ueber-hockey fans they once were, and the popularity of Canada’s past time, among teens especially, is on the decline.

What’s next? An increased interest in school for teens? Actually, yes, according to Bibby, but I digress…

Montrealers may quip, “Thank goodness there’s a decrease in interest, otherwise who knows how long the waitlist for season’s tickets would be.”

But this is real. According to Bibby’s survey of 5,500 teens across Canada, the interest in the NHL fell from 45 per cent in 1992, to 35 per cent in 2008. In Toronto however, it dropped even more – 12 points, to 28 per cent last year.

Since Bibby’s report hit the newswire, there have been stories about it as sensationalized as Sean Avery’s Vogue-like fashion sense (quite frankly, Steve Sullivan is a better dresser – and player). Nonetheless, hockey is not dead. Hockey is not dying. But, hockey is not what it used to be, and may never be what it was again.

Hockey – The Game of the Elite?
Today it isn’t necessarily the best kids on the ice – it’s the best kids whose parents have the money (or credit), and the willingness to spend it. There are kids out there who have the potential to be the best, but not the resources. Even with tax-back programs and limited special programs or subsidies, hockey is still cost-prohibitive.

In Sweden, for instance, the game is much more inexpensive as ice time is subsidized by all levels of government. There, minor hockey associations are given money for every day an under-18 participates (this applies to all organized sport). This money helps with coaches’ fees and ice time costs.

If Maurice “Rocket” Richard were to have grown up in this era, we may never have had “The Hockey Sweater” or the Canadiens’ dynasty.

Richard grew up in a working-class family with eight children. He and his brother Henri both played. Imagine the expense. To play rep hockey in Canada, costs between $5,000 and $7,000 per kid each year. Not to mention, the cost of gas, meals on the road, and the like. Of course, for those who live in remote areas, the cost is even greater. And despite what certain TV networks may lead you to believe, Toronto is not all of Canada.

The expense keeps kids out.

Not Equipped for the Expense
Football has many of the same equipment costs, but often teams provide helmets and pads. Kids only need to buy their shoes. Not in hockey.

Look at sticks alone. If a kid shows up with wooden sticks he could be laughed out of the dressing room. High flex carbon whatever sticks come at high costs.

Top-level gear costs thousands. Some manufacturers have gone overseas, but it still costs several hundred dollars to outfit a player in new equipment. With an influx of immigration, hand-me-downs are not as prevalent. New immigrants don’t have a previous hockey generation to turn to. Used equipment may save money, but add it up – it’s still not cheap. Even no-name brand companies (who still make safe and good quality gear) run a fair tab.

Soccer Night in Canada?
Mike Myers made Scarborough famous for hockey. Now hockey is but a legend there. (Some may argue “The Love Guru” killed it.)

Scarborough, in the Greater Toronto Area, was once a hot bed of junior hockey, now it is like one big hot pad of soccer. Most of the arenas have been turned into indoor soccer fields, and many immigrants join soccer clubs for the affordability (and better familiarity). In 2006, 52 per cent of Canada’s immigrants lived in Ontario – most of this number in the GTA.

The Scarborough Hockey Association boasted over 13,000 kids in the 1970s, and has since dwindled to less than 1900.  Many NHLers, including the late Peter Zezel, Kris Draper, and John Anderson came from the SHA, which will cease to exist at the end of the 2009-10 season. Starting in October, Scarborough kids will be forced into other hockey leagues in the GTA.

Jim Balsillie is part of the problem, but it’s not what you think.
Those dang Blackberries! With texting, social networking, video gaming, over 500 TV channels, and 10,000 distractions, young people’s interests are more diverse than they were 20 years ago.

You don’t even hear “CAR!” as often. What’s more, some streets prohibit road hockey.

Studies show, if you don't play hockey as a youngster, it is more likely any interest in the game will be diminished in later life. Years ago, most kids played hockey – for fun even. They came home from school and it was time for a little shinny. Now kids come home and go to their room, otherwise known as their cyber-haven-getaway. (By the way, where do you send a kid for punishment these days? An elevator?)

Other Reasons and “The Leafs Effect”
Interest may be fading in hockey, but the NHL specifically, is losing key support in Canada. The reasons for this are many:

Ticket prices. How many teens have the coin to drop on season tickets? Back in the day, pocket change would get you in. (And yes, I walked eight miles to school, uphill, both ways, in skates.)

$236 and up for the NHL Centre Ice Package each season. (By the way, it’s cheaper in the US, even after the exchange.)  Of course, there are also some pay per view games – PPV which was nixed in Chicago, because of its negative effect on interest in the game.

16 years. It has been that long since a Canadian team won the Cup. (Even though Edmonton, Calgary, and Ottawa have all gone to the Cup Final.)

What has happened to the love of the game? Players who don’t even care to represent their own country at the Olympics unless they get paid? Multi-million dollar contracts? (Kane should ask for an extra 20 cents this year.) It’s hard for kids to relate to the divo-like attitudes of some “celebrity” players.

Phoenix, et al. Is the NHL selling out to the US, and taking Canada for granted?

The Leafs’ Effect. Toronto ranks lowest in teen support in all of Canada at 20 per cent. Compare that to: Edmonton, 34 per cent; Ottawa, 41 per cent; Vancouver, 44 per cent; Montreal, 45 per cent; and Calgary, (Calgary?) 48 per cent. (Interestingly, these numbers seem to reflect the League standings.) Bibby suggests this stems from a combination of the Maple Leafs' poor performance, game inaccessibility, and higher immigration rates.

In the end, there are many factors that attribute to Hockey’s popularity, or popularity eclipse (not Apocalypse) as it were. We know what the problems are. We can’t fix them all.

But maybe, if certain people took their eyes off dollar signs, and put them back on the puck, things would improve. Remember, always keep your eyes on the puck.