Opinion: “Non Traditional Market” Expansion Pays Off in Long Run

With the National Hockey League’s announcement last week that the Board of Governors had voted to expand the league into Las Vegas, Nevada, there was some of the predictable chatter about “non traditional hockey markets.” The hand wringing and disparaging remarks were even greater since the NHL had seemingly shunned a “traditional market” in Quebec City in giving the 31st franchise to Las Vegas.

However, as yesterday’s NHL Entry Draft illustrated to a point, putting teams in the “non traditional” markets and expanding the reach of the sport has already begun to pay off.

Another issue that comes up during discussions of expansion is how the talent pool will be “watered down” and you will have less talented players playing on NHL rosters.

Yesterday’s Draft also has seemingly put that argument to rest.

What yesterday’s Draft showed, with Auston Matthews of Scottsdale, Arizona (who grew up a Coyotes fan), being selected first overall, is that by putting franchises in places that normally would not have major league hockey, you open up the game by making new fans. Those new fans take their children to the game. Those children then fall in love with the game of hockey and bug their parents to let them try it. Maybe one of those kids is a one-in-a-million athlete, as Auston Matthews is. The next thing you know, he is being drafted first overall by the Toronto Maple Leafs, hailed as the savior of that moribund franchise.

Would Toronto have gotten their latest savior had the NHL not taken the risk of putting a team in Arizona? The answer to that is a little bit more complicated than just a simple “no.” Yes, they would have gotten someone (likely from the “traditional” hotbeds of Canada, Minnesota, Michigan, New England or Europe) but the fact remains that Matthews’ rise shows just what the power of wading into uncharted waters can do for the NHL.

When you put a team in an area, kids latch on to them. The 2016 Draft saw a record number of Americans go in the first round (twelve of the 30 picks were American born). Now, some were the sons of former Canadian NHLers who were born in the US while their fathers were plying their trade. Players such as Kieffer Bellows (picked 19th overall by the Islanders) whose father, Brian, is from St. Catherines, Ontario; Kieffer was born in Minnesota.

But for every player in that category, you had an Andrew Peeke (taken in the 2nd round, 34th overall by the Columbus Blue Jackets. Peeke is from Parkland, Florida and grew up a Panthers fan. Like Auston Matthews, he is a player from a “non traditional” market who grew up a fan of a team in that area.

The Devils even made a deal for a player who was born in California, in Beau Bennett, yesterday.

Although a record number of Americans were drafted yesterday, it is not like Canada was neglected. The best players in the world are still arguably produced north of the border. The only thing that is happening is that players are beginning to have to strive and compete even harder to get the spots that, in the past, would have been basically guaranteed them.

Once you open up a market like, say, Dallas, you begin to see kids taking up the sport who would not have before the NHL team arrived and begin to play at an elite level. Suddenly, within a generation or two, you begin to see players from the Nashvilles and Arizonas compete with Canadian kids for spots in the NHL.

And that begins to alleviate part two of the argument against expansion: too many teams will water down the league. Maybe, but water finds its own level and with more teams in new places getting new kids in those places to play hockey, they are going to give you more water in the talent pool to draw from.

In the past, prior to the Draft, teams like Montreal had the inside track on all of the best players in Quebec, which gave them a marked strategic advantage on the other clubs in the league. Now players from everywhere are available to any team in the NHL and that opens up great possibilities. Who would have guessed that a kid from the Arizona desert would essentially come to “save” the staid and tradition-bound Toronto Maple Leafs?

The NHL is a great product. It is the best hockey league in the world and it deserves to be seen by as many people in as many places as possible. Part of what makes hockey so inspiring is that when a kid sees it live, they will inevitably want to try it because it looks so cool. In the case of Auston Matthews, he was a great athlete inspired to play hockey because his parents took him to a Coyotes game. Without the Coyotes, Matthews would likely have ended up playing another sport (and considering what a good athlete he is said to be, that would be the gain of the NFL or MLB and not the NHL).

Granted, Arizona is not going to immediately supplant Alberta as a hockey hotbed simply because of one success story, but now young hockey players in Arizona have someone to look up to, one of their own is skating in the NHL. This, in turn, creates interest and more players in the future. It is self-sustaining. Where will the next success story come from? Could it be Las Vegas next?

And I am in no way advocating that the NHL neglect Canada. Canada is where the sport was invented and Canadian players are the lifeblood of the league. Denying Canada NHL hockey would be just as ridiculous as not allowing new markets to gain access to it. The further the reach of the sport, the better off the sport will be.

From a personal standpoint, that is huge. Growing up playing hockey, having Jim Dowd, a local hockey player who “made it” and was playing for my team, the Devils, was a real boost to a younger me. Now, obviously I did not make it to the NHL, but that is more due to a lack of skill and athleticism on my part. The main point is that I had someone to look up to. A role model who was from New Jersey and playing in “the Show.” I had the role model, but not the skill. More than a few kids in Arizona will now have the role model and the skill to make it to the NHL.

How far we have come that even forty years ago, it would have been crazy for an American to go first overall in the Draft. This year we had an American from Arizona go number one overall.

How things change. And a good deal of that change has come due to the opening up of markets that previously did not have NHL hockey and never would have had it would the NHL have listened to some of its harshest critics.

Devils Make Trade on Second Day of Draft, Finish Picks

The Devils made some moves on the second day of the 2016 NHL Entry Draft, which included a trade for a player and eight more picks.

The day began with the Devils trading a third round pick (which became Connor Hall, 77th overall) to Pittsburgh for forward Beau Bennett. Bennett is a 24-year-old 6-foot 2-inch, 195-pound native of Gardena, California who played 33 regular season games for the Penguins last season. He posted six goals and six assists (12 points) and had 10 penalty minutes. He played one playoff game for the Pens this year. He has spent the last three seasons since leaving the Penticton Vees of the British Columbia Hockey League (where he spent one year) and the University of Denver (where he spent two) between Pittsburgh and the Wilkes-Barre/Scranton Penguins. He was the Pens’ first choice (20th overall) in the 2010 Draft. He has 129 NHL regular season games and 21 Stanley Cup Playoff games in his career.

The Devils then got down to the business of the rest of their draft picks. They took Nathan Bastian in the second round (41st overall). He was a teammate of Michael McLeod on the OHL’s Mississauga Steelheads last season and, according to Central Scouting’s Matt Ryan: “is a big, strong forward who possesses good hands and a scoring touch. He has good hockey sense and underrated passing ability. He has taken on a leadership role within his team and provides them with size and skill up front.” The right wing is 18-years-old and a 6-foot 4-inch, 205-pound native of Kitchener, Ontario.

In the third round, with the pick obtained from Ottawa yesterday, New Jersey selected Brandon Gignac, a center from the QMJHL’s Shawinigan Cataractes. The 5-foot 10-inch, 173-pound native of Repentigny, Quebec had 24 goals and 37 assists for 61 points in 67 games last season for Shawinigan. Add to that 41 penalty minutes. He is 18-years-old and had a final rank by the Central Scouting Bureau of 98, meaning he was chosen 18 spots above where he was ranked.

The Devils went the European route in the fourth round, choosing Russian left winger Mikhail Maltsev 102nd overall. Maltsev, 18-years-old and a native of St. Petersburg played the last two years with the SKA St. Petersburg Under-17 team and the Russian Under-18 team. In 2015-16, the 6-foot 3-inch, 198-pound winger had 11 goals and 12 assists for 23 points in 29 games played for the Russian Under-18 team. He had 20 penalty minutes to go with that. He was ranked 37th amongst all European skaters, but it is always a risk to draft a Russian player due to the fact that they might decide to stay and play in the KHL.

For their second pick in the fourth round, 105th overall, the Devils took a goaltender, Evan Cormier of the Saginaw Spirit of the OHL. The 6-foot 3-inch, 202-pound goalie, who catches with his left hand is 18-years-old and a native of Bowmanville, Ontario. Last season for Saginaw, he played in 58 games and had a 3.72 goals against average and a .890 save percentage to go along with one shutout in 3,246 minutes. He played some time of his OHL career with the North Bay Battalion, but did not see much action there. Choosing a goalie is kind of a strange choice, as the Devils are already packed at that position, but they may see something in this kid that they like.

In the fifth round, 132nd overall, the Devils went back to Russia to choose 18-year-old defenseman Yegor Rykov. The 6-foot 2-inch, 205-pound native of Vidnoe, Russia spent the bulk of last season with SKA St. Petersburg 2 of the Russian junior league, playing 20 games for them and scoring 3 goals and 7 assists for 10 points. He also had 10 penalty minutes. Again, like goaltending, the Devils are loaded at the blueline, so this is a matter of seeing the best player available at that point in the Draft (he was ranked 36th amongst European skaters) and taking him. Again, the KHL signing possibility always plays a role with the Russian players.

For the seventh round, 162nd overall, the Devils chose Jesper Bratt of AIK of the Sweden-2 league. Bratt is a winger who can play either side, shoots left and is 18-years-old. He is 5-foot 10-inches and weighs 171-pounds. He is a native of Stockholm, Sweden and, in 48 games for AIK last season, had 8 goals and 9 assists for 17 points and 6 penalty minutes.

Finally, in for their seventh round pick, 192nd overall, the Devils took defenseman Jeremy Davies of the Bloomington Thunder of the USHL. The 19-year-old blueliner from Montreal is 5-foot 10-inches and weighs 180-pounds. He put up some good numbers for Bloomington, in 60 games; he had 13 goals and 36 assists for 49 points and 48 penalty minutes.

A nice mix for the Devils and time will tell exactly where the future of these players lies, be it in the NHL in New Jersey, elsewhere or outside the NHL. The Devils addressed some needs and also stocked up in places where they already have a bit of a logjam within the system.

Congratulations to each of the players drafted by the New Jersey Devils over the last two days!