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Commentary: Little risk in Frozen Fenway III, but will it cost Hockey East in the end?

union Commentary: Little risk in Frozen Fenway III, but will it cost Hockey East in the end?

Union played Harvard in the 2012 edition of Frozen Fenway (photo: Melissa Wade).

Outdoor hockey — the game in its purest form.

For the most part, you either love it or hate it. Anyone who knows me knows that, for the most part, I hate it.

Maybe hate is a strong word. But I certainly dislike watching a hockey game outdoors. Bad sight lines, uncertain weather, temporary ice where the conditions aren’t guaranteed. Maybe it’s fun for an exhibition, but games that count toward league standings, that’s just not for me.

In college hockey, there have been plenty of outdoor games to dislike — from the packed Big House at Michigan to a college game between Connecticut and Sacred Heart that drew a whopping 1,911 fans.

I00005EuecNjZASs Commentary: Little risk in Frozen Fenway III, but will it cost Hockey East in the end?

Frozen Fenway 2014

All times Eastern. All games at Fenway Park, Boston, and televised by NESN.

Saturday, Jan. 4
• Merrimack vs. Providence, 4 p.m.
• Notre Dame vs. Boston College, 7:30 p.m.

Saturday, Jan. 11
• Massachusetts-Lowell vs. Northeastern, 3 p.m.
• Maine vs. Boston University, 6:30 p.m.

Tickets: On sale through the Boston Red Sox.

But like or dislike outdoor hockey, you certainly have to give credit where it is due. The NHL has mastered the Winter Classic, though many wonder whether even the game’s ultimate institution will go too far in 2013-14 when it hosts six — yes SIX — outdoor games. Because it’s the NHL, it’s likely all six games will be successful, but many around the game question if this overload might water down the outdoor product.

While there have been successes and failures when playing in nature at the college level, one thing now seems clear — Hockey East has figured out the formula to success.

This January, the league will host its third Frozen Fenway. The inaugural event was a smashing success in 2010 when Boston College and Boston University, riding the coattails of the NHL’s Winter Classic between the Bruins and the Philadelphia Flyers, packed Fenway Park for a memorable event.

Two years later, the league attempted the venture again, this time without the help of the NHL to draw attention to the ice sheet in the infield of the historic ballpark. I was vocal at the time that the event had the potential to be a disaster.

But a combination of factors, the least of which includes a first-class marketing machine that is the Boston Red Sox, once again made Frozen Fenway (Part II?) another successful event.

So it’s not surprising that in January the third version of this winter wonderland will once again grace the Boston baseball diamond. Given the success of the first two installments, I wouldn’t bet against yet another cash cow for the league and Fenway Sports Management, the marketing arm of the Red Sox.

Whether it will be a financial windfall, though, may come down to whether the league has bit off more than it can chew.

In the first Frozen Fenway the formula was simple: one game, two teams and a blockbuster sellout. Having the league’s marquee rivalry of BU and BC certainly didn’t hurt. At the time, the two clubs were the last two national champions, BC winning in 2008 and BU in 2009.

The 2012 event doubled the Division I men’s participants — a doubleheader with four state schools: Vermont vs. Massachusetts, New Hampshire vs. Maine. While that would produce a stadium that was approximately one-third empty for each game, it still produced a sellout and a financial success.

Those monies certainly go a long way. After paying out the home teams that sacrifice their gate, revenues from the event are split between all of the league’s member teams.

The entire production, says league commissioner Joe Bertagna, carries with it little risk for Hockey East.

But if ever there is risk, it may be this year. What was once a single-day, single-game event four years ago now is comprised of two college hockey doubleheaders.

“People still like the novelty of coming into Fenway Park,” Bertagna said. “The first one, we sold out four hours after tickets went on sale. I’m not saying we’re going to do that this time. There’s a lot more seats now with 75,000 [over the two dates].”

On Jan. 4, Merrimack and Providence will square off in the opening game while the marquee match will bring together two long-time college sports rivals in Boston College and Hockey East’s newest member Notre Dame.

The BC-ND game, in essence, follows the format of past Frozen Fenways — bring together two of Hockey East’s top rivals to develop a must-see game. BC-BU. UNH-Maine. And now, despite being a new league rival, BC and ND have plenty of history in both hockey and football.

“That’s part of the reason we want to be in Hockey East,” Notre Dame coach Jeff Jackson says. “They have high-profile teams that give our program more recognition.”

Boston College and Notre Dame might make ticket sales easy for the first week of Frozen Fenway games. The question mark might be Frozen Fenway’s second week. Massachusetts-Lowell, fresh off its first Frozen Four, will face Northeastern in the opening game, while BU and Maine make up what is considered the marquee game in the nightcap. The Terriers-Black Bears rivalry was strong in the 1990s, but using them as the calling card still might not be enough to fill the ballpark.

Simply put, that might not be the be all and end all for Bertagna and Hockey East.

After the 2012 event, three teams still hadn’t been included: Providence, Lowell and Merrimack. All three programs are currently at their program’s respective peaks. Merrimack is a few years removed from its first NCAA appearance as a Hockey East member and has drawn solid crowds at Lawler Arena for four straight seasons. Lowell, as mentioned, reached last season’s Frozen Four, but also battled Providence to the final night last season for the regular season trophy.

If merit alone was a reason to include teams in Frozen Fenway, the three stragglers from past events more than deserved their place.

“BC-Notre Dame is pretty easy to promote as an event,” Bertagna says. “But we went to the Red Sox and said, ‘We want anyone who hasn’t had a chance, to play.’ They said, ‘No problem.’”

Ambitious? Yes. Politically correct? No doubt. A definitive cash cow? That’s still to be seen.

One aspect that helps all parties involved is corporate sponsorship. Sun Life Financial, which was the title sponsor of the first two events, isn’t returning for 2014. But FSM and its marketing power convinced financial services provider Citi to take over the role of presenting sponsor, significantly relieving all parties of the financial burden associated with the event.

According to Bertagna, Hockey East sees little of the sponsorship revenue from the title sponsor, but the revenue helps provide the bells and whistles that make an event like this successful.

“Having a sponsor helps overall when we have to make decisions on things that involve money” on items that enhance the overall event, he says.

If there is any major concern that seems to be on Bertagna’s mind heading into the third edition of Frozen Fenway, it is the impact of the event on the league’s postseason tournament. The commissioner is more than aware that expendable income in this day and age is limited for the average family and, in that vein there are plenty of options where a family can spend that money.

In 2010 and 2012, Bertagna said there was a drop off in ticket sales for the league’s postseason tournament at the TD Garden. Whether that was directly related to fans having to decide between watching hockey at Fenway or the Garden isn’t certain. But the thought that the league could be marketing its two major events against one another certainly raises eyebrows.

“College hockey, as big as it is, we all try to market to the same people,” Bertagna says. “In this area, it’s so condensed for the choices on what they can do with their money.”

So does Frozen Fenway present a risk to Hockey East? Bertagna definitively says no. “The bottom line is the benefit from this more than compensates for any loss [from the league tournament],” he says.

It still isn’t certain that the third Frozen Fenway will be considered a success, but when it comes to outdoor college hockey games — and particularly the ability to continually repeat such games in the same venue — Hockey East seems to have a solid formula.

So will we see Frozen Fenway IV in 2016? We may have that answer when this season’s event is complete.

“You have to sell tickets,” Bertagna says. “If it’s not a financial success, it doesn’t happen.”


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  • bronxbomberz41

    Here’s the thing..when you strip away all the “intangibles” of Fenway (its 100 years old guys! Carlton Fisk!!) its actually still not a great place to see a baseball game. Its kind of a dump even if Henry’s ownership group has put a lot of money into renos. The sight lines for baseball aren’t that good, so I can’t imagine they are better for hockey. Its looks fine i guess from TV. And I like the idea of outdoor games. But i think fits better in football stadiums. If UNH had a decent football stadium, an outdoor game on campus would be pretty cool.

    • Joe Crowley

      Actually, having just seen my first game in Fenway in August since moving away in 2002, I think the right field seats have better hockey sight lines than baseball site lines.

      Also, you have to figure UConn would be in line for the next series at Fenway, probably against UMass.

  • YuppieScum

    Should be at Harvard Stadium or possibly Alumni Field. But that wouldn’t have the marketing muscle of the Sox and NESN.

    If Kraft would actually build a Revolution stadium, that would be good too.

  • Northender78

    Stop this outdoor games madness!! Not worth it at all! The game is played indoors for a reason. Once every few years its OK but not every year. Specialy at Fenway.

  • ChuckGandCrew

    Hockey East needs to refocus on T.V. contracts given the new strength of the Big10. These little “Hockey at Fenway” games won’t sell out. They do make for O-K television, but they should be expanding their focus to better compete with the Big 10. A goal of having one of their games televised nationally every Friday and Sat night would be a good target. I don’t care if it’s on FX, just so long as it’s available nationally. Needs to be done.

    • Joe Crowley

      I thought that this year, 2013-2014 is the first year of NBCSN/Hockey East’s Friday Night hockey programming. I know that during this year’s Stanley Cup playoffs, the announcers made a point of mentioning ANY college history for players on the ice.

      During last season, there were a number of games on NBCSN. I got to see Gutterson Field House and Magness on television for the first time, ever. It is a start.

      • ChuckGandCrew

        NBC Sports carried a number of games for each of the past couple of years, think they may carry less Big10 games because of obvious reasons this year. But i think the contract includes some other conferences. I saw an advertisement for Big 10 hockey on ESPN over the weekend and got scared that the weak5 will be getting airtime (and more$$).

      • bronxbomberz41

        Well its more about Notre Dame than anything else. The don’t call it the Notre Dame Broadcasting Company for nothing. They carried many ND hockey games last year, and it just happened that they played a lot of B10 teams. This year they play a lot of HEA teams, so you’ll see more of them. And if you live in New England, you’ll get the game on NESN not NBCSN, because I think its the same feed.

        If you get CBS College Sports, they go to Gutterson pretty much every year.

    • bronxbomberz41

      B10 does have national appeal, but they also have B10Network. HEA now has NBCSN because NBC shows all things Notre Dame. It may not even be a coincidence that BC is in the ACC as well, and ND has joined the ACC and NESN now broadcasts ACC football and basketball. But it could just be a really nice coincidence for all parties involved.

  • mahogma

    Outdoor hockey is a joke. The NHL will beat this into the ground because 50,000 (or 80,000 )> 18,000, plus the spectacle they make of the games on television. This fad cannot go away fast enough. The CCHA / WCHA double header at Soldier Field last year, particularly the second game, should have been cancelled due to horrible ice conditions, but $$$’s supersedes common sense. Like Northender78 said, the game was moved indoors for a reason.

  • WorkSmart

    Being a Maine fan I attended the UNH-Maine game in 2012. Spent some time figuring where the best site lines were and like a lot of people on USCHO said there are none. The event was a blast and we were fortunate to have a 50F day and we won but certainly did not get to see much of the game. I have attended my one and only game at Fenway as a novelty but if you want to see the game watch it on TV.
    A football field would allow you to see much better but a baseball field is just plain wrong.

  • smack_libs_around

    DAYTIME on January 4 is no picnic outside, never mind 7-10pm.