It has been seven years since the Everett Silvertips skated into town and there are few that would question the team’s success, both on the ice and off.
Snohomish County has really rallied around the team, showing a level of support that would surprise those who predicted disaster. The naysa
yers claimed Everett could never be a hockey town. What’s more, they questioned the wisdom of placing an expansion team so close to the already established Seattle Thunderbirds.
And it is back to the Seattle Thunderbirds that one has to go to understand the origins of the triumphant Tips. Bill Yuill, owner of that Seattle franchise, began negotiating for the rights to own the proposed Everett expansion franchise in 2001. He must have seen the potential that others couldn’t.
Also, then Everett Mayor Ed Hansen and Western Hockey League Commissioner Rob Robison both wanted to see a hockey team in Everett. They believed it would succeed. The Comcast arena, then known as the Everett Events Center, wanted a sports team to be the anchor and primary tenant of the building, assuring an ongoing source of revenue.
But would Snohomish County-based hockey fans transfer their allegiance from the Seattle Thunderbirds to the Silvertips and could both teams survive located so closely together?
There was a lot of nail biting as inaugural season ticket sales came in at a slow trickle. Many Snohomish County fans took a “wait and see” attitude at first. No one anticipated that the newly created Silvertips could win the WHL Western Conference Championship in their very first year and find themselves in the finals where they ultimately fell in four.
“That team really just caught fire and turned out to be the most successful expansion team in Canadian Hockey League history,” said Jon Rosen, director of broadcasting and public relations for the team. “They went all the way from winning the division, to soaring through the playoffs and winning a seven-game series to propel themselves right into the finals.”
That was all the encouragement that the local fans needed. They threw their full support behind the Silvertips and became one of the most enthusiastic fan bases in the area. Word spread and soon people who had never before been to a hockey game were buying season tickets.
The team also began a symbiotic relationship with the local business community. The organization wanted to be more than just a sports team. Before the arena was even finished, marketing and business directors were in place to ensure a successful relationship developed, Zoran Rajcic, director of business operations explained.
“First and foremost, it is making sure that we’re responsible to the community that we’re in and responsible to the businesses we work with and for,” Rajcic said.
That’s is one of the reasons the organization has worked so hard to keep team members accessible to the public. If a local business or group wants to have a Mariner or a Seahawk visit their event, the cost would be unreachable.
“With us being a local team, there is the access to our players,” Rajcic said. “You have the opportunity to reach out and be a part of our organization and work with our athletes directly, whether it be a promotion at your store or something at the kids’ schools. It’s just giving to the community.”
Similarly, local businesses find it is actually affordable to give seats to Silvertips games as a perk for clients. Tickets for Seahawks games or Mariners games are priced out of reach for most small businesses that would like to offer clients a set of good seats. Many businesses are also using Silvertips games for fun corporate outings or a way to say “Thank you” to employees.
“We’re offering all different types of packages for corporate and small business,” Rajcic said. “It’s probably one of the most affordable ways to say thank you to employees for between $10-15. For a $400 investment in season tickets with us, it can go a long way in employee retention or client retention. When you evaluate that, it’s a small price, the way the economy is now. it’s just an economical way to say thank you.”
What many fans like best about attending Silvertips games is that they are close to home and there is no need for a long commute with the chance of getting stuck in busy Seattle traffic. With nearby bus stops and the transit center within walking distance, a lot of fans don’t even bother to bring their car to Comcast Arena. If they do, parking fees around the local arena are far more reasonable than those found in Seattle. There’s even a chance of finding free street parking, a rare opportunity in downtown Seattle.
But what really makes the Silvertips games special for many fans, especially the young ones, is the additional entertainment that is built into each game. Even when the team loses, there are enough crazy contests, promotions and activities to keep spirits high.
A classic example is the new Zamboni that was recently unveiled. It’s not just any old ice polisher. The state-of-the-art resurfacing machine features a 47-inch television monitor and flashing lights. It is one of only five fan Zambonis known to exist. Besides allowing fans to take a ride, it also allows for local businesses to advertise on it. Businesses can even arrange to have their logo showing through the rink ice. Rajcic is proud of the many marketing ideas that the Silvertips are able to offer to supporting businesses and sponsors.
“The success that we’ve had makes it easier for people to work with us,” Rajcic said.
Those not familiar with hockey often wonder where the Everett Silvertips fall in terms of hockey leagues and the NHL. The base organization that the Silvertips belong to is the Canadian Hockey League (CHL), which also includes teams in five U.S. states. The Western Hockey League is a branch of the CHL that the Silvertips are a part of.
These junior leagues are where many of the NHL, or National Hockey League, players start their career. Players that fans avidly follow now may become the NHL superstars of tomorrow.
More information about tickets, sponsorships, player appearances or even billeting players as a host family is available by calling the Silvertips office or going online at www.everettsilvertips.com.
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