SYRACUSE — When Onondaga County officials and team owner Howard Dolgon introduced the Syracuse Crunch hockey club in May 1994, Dolgon had planned on an “infinite stay.” “We were here. We were staying here, and that’s still the plan,” Dolgon says. The Syracuse Crunch, which is part of the American Hockey League (AHL) and a […]
SYRACUSE — When Onondaga County officials and team owner Howard Dolgon introduced the Syracuse Crunch hockey club in May 1994, Dolgon had planned on an “infinite stay.”
“We were here. We were staying here, and that’s still the plan,” Dolgon says.
The Syracuse Crunch, which is part of the American Hockey League (AHL) and a minor-league affiliate of the Tampa Bay Lightning, has started play in its 20th season at the Onondaga County War Memorial.
Dolgon recalls it was his work in public relations that evolved into his eventual ownership of the Syracuse Crunch.
A year prior to the team’s May 1994 introduction, Dolgon was working with a sports public-relations agency in New York City. One of his clients was Black Velvet Whiskey, for whom he was negotiating a sponsorship deal with the AHL’s director of marketing.
“We became friendly, and he knew my passion for hockey,” says Dolgon, who, for several years, was a season-ticket holder for the National Hockey League’s New York Rangers.
A few months later, his AHL contact notified Dolgon about the renovations at the War Memorial. A local group wanted to bring hockey back to the arena, but it didn’t have an ownership group, he says.
Dolgon eventually met with former Onondaga County Executive Nicholas Pirro.
“Almost a year to the day, we had the press conference in May of ’94 to announce the team,” Dolgon says.
The Crunch owner credits the team’s fan base and its corporate support as factors in its longevity in the Syracuse market.
The Crunch understood that when a company provides financial support for a sports organization, the relationship means more than having their sign in the building and getting tickets, he says.
Dolgon believes the relationship is about leveraging programs through the team to “help the needle move … help them increase either their brand image or their direct sales.”
That was the approach the Crunch used from day one, he adds.
A number of local businesses have been long-time sponsors, which leads to “trickle-down effect,” Dolgon says.
“You can put that corporate support in your pocket, or you can take that corporate support and put it back in the team and keep your ticket prices at a reasonable level for you community,” he adds.
In addition to the fans and corporate sponsors, Dolgon has also had to maintain a working relationship with Onondaga County.
The most recent lease negotiation for use of the War Memorial took place in July 2012, when the Crunch extended the current agreement five years through the 2023-24 season.
“They recognize what the hockey club brings to the community,” Dolgon says of Onondaga County Executive Joanne (Joanie) Mahoney and Deputy County Executive William Fisher.
The lease negotiations have led to a number of changes at the War Memorial, including new seating in a portion of the arena and a complete renovation for the team’s training room in the summer of 2011.
“We’re hoping we eventually have luxury suites in the building. We have the video board now,” Dolgon says.
Besides its business relationships, Dolgon believes a professional sports franchise should be active in its community.
The Crunch on Oct. 9 named Upstate University Hospital as the team’s presenting sponsor of its anniversary season. Upstate wants part of that sponsorship to focus on its work at Upstate Golisano Children’s Hospital.
“If we could help by putting a focus on what that hospital does and it helps other people, that’s where we’re playing a role in the market,” Dolgon says.
The Crunch held its home opener on Oct. 12 and the opening ceremony included a seven-minute, retrospective video reviewing the team’s history in Syracuse dating back to 1994.
“So, it was really a story that we told,” Dolgon says. “You don’t realize how quick 20 years go by.”
As a connection to its past, the Crunch welcomed back “Big Bad” John Badduke, who participated in a ceremonial puck drop. Badduke was a member of the team in its inaugural season in Syracuse in 1994 and played three seasons with the Crunch.
His 649 career penalty minutes ranks fourth in Crunch history, according to the team’s website. The team raised a banner during the 1998-99 season honoring Badduke after a fan vote recognized him as the fan favorite during the franchise’s first five seasons, the website says.
The Crunch entered this season as the defending Eastern Conference champion, which resulted from its affiliation with the Tampa Bay Lightning. The Crunch had inherited players from Tampa’s previous affiliate, Norfolk, which had captured the Calder Cup the prior season.
Besides Tampa Bay, the Crunch has also had affiliation agreements with Anaheim (2010-12), Columbus (2000-09), and Vancouver (1994-99).
Dolgon declined to release information about how much revenue the team generates annually.
Sports management is a “different kind of business,” he says, but notes it keeps him and his colleagues young and working toward annual goals.
Contact Reinhardt at ereinhardt@cnybj.com