Newfoundland business executive Dean MacDonald was gracious enough with his time when interviewed by
Eyes On The Prize that the amount of content was sufficient to be split over a series of articles. In
Part I, he discussed the relationship with the city of Trois-Rivières as he prepares his proposal for a bid to own a second ECHL franchise.
“I think that the health of the [ECHL] is strong,” said MacDonald. “The quality of hockey is exceptional. The league has certainly gone through a metamorphosis over the last few years, where most teams have an affiliation with an NHL club now. We’ve really become a development league. And so we’re seeing a lot of prospects, which obviously makes for better hockey. It’s a very fast game. It’s a great product.”
ECHL brand identity and lessons learned with St. John’s
As talks continue for an expansion team in Trois-Rivières, we asked if he was concerned at all about the area’s lack of familiarity with the ECHL brand, and if there were any lessons learned from the Newfoudland Growlers expansion team in St. John’s that could be ported over to Trois-Rivières.
“In St. John’s no one knew what to expect. I think there was a little ‘show me’ required. Certainly things started to change significantly when Toronto brass began visiting and assessing players on a regular basis. Kyle Dubas came over a number of times. We worked closely with Laurence Gilman and Mike Dixon from the development team. So, you know, when they were in town and doing interviews and they were talking about all of the prospects there, suddenly everyone started to realize that, ‘wow, the Leafs are investing in this, it must be good hockey.’
“Then things really kicked off around the playoffs and then suddenly pandemonium ensued. So it took a little bit of time. Then we continued to build brand when the Leafs had their training camp in St. John’s.
“So look, it’s just like with anything: it takes time. People were worried that this was just another team that would raise anchors and move, but the model in the ECHL is different because we actually own the team so the team’s not going anywhere unless we so choose. So now we have signed a 10-year lease with the municipal arena and people know we’re here to stay.”
On whether they would use existing IP, or try to develop a new identity
“Will we wear the
blue, blanc, rouge? Absolutely. You also want to create some uniqueness in the community. Trois-Rivières has a rich hockey history. It is the birthplace of Jean Béliveau, and had many citizens go through to the NHL. We’ve been working closely with Marc-André Bergeron on the ground, and it will it have its challenges, like any startup, but one of the things that were essential from our perspective was the relationship with the Canadiens.”
Source:
"We wouldn’t go into that market without the Canadiens": Dean MacDonald on the plans for an ECHL team in Trois-Rivières