The numbers on the scoreboard were breathtaking, a sight to behold:Columbus 3, Chicago 0
We're a mere ten minutes into the first period of our regular-season National Hockey League debut and we're pouring it on the Blackhawks -- one of the league's Original Six franchises -- blistering the nets with three goals in a span of just over two minutes. The scoring spree sends the stunned fans into pandemonium. I am exhilarated beyond belief.
"Welcome to the NHL, Columbus!"
Description:
Maybe a book about ice hockey, especially a minor league team that lasted only a brief time in Columbus, Ohio, will have a limited audience. How many people even want to read a review about this small franchise, much less dive into the book? Those who brush off this book make a sad mistake because this is a fun, interesting, and enlightening history about both this quirky team and more importantly the unique marketing plan and innovative promotions that made the team a success.
David Paitson in 1991 was the President and General Manager (at age 31) of the newly-formed Columbus Chill in the minor league East Coast Hockey League. The team was described as "a brilliant meteor flashing across the northern sky, spectacular and beautiful and then gone in an instant. But its impact will last forever." How this team came into being, achieved immediate success, and then moved away are related in Paitson's fascinating Chill Factor: How a Minor-League Hockey Team Changed a City Forever.
Formed in August 1991, the Chill had two months before their opening night's game to change the public's disinterest in a pro team, much less an ice hockey team. Paitson and Marc LeClerc from Concepts Marketing Group decided to go big with in-your-face ads targeted at the 50,000 Ohio State students nearby, as well at the any young hipsters looking for some new excitement.
Early ads placed in the OSU student newspaper and a Columbus independent weekly definitely gained attention:
From the start the Chill were marketed as a fan experience. It was reasoned that the committed hockey fans would come out no matter what, but people who knew little about the sport needed something exciting to attend the games, enjoy the experience, tell others about it, and ideally want to return.
So the Chill marketers used Bill Veeck (owner of the St. Louis Browns, Cleveland Indians, and Chicago White Sox) as their irreverent guide to off-beat promotional activities. This was the man who let a 3' 7" player go to bat, dynamited disco records, created exploding scoreboards, and brought Satchel Paige in to majors at age 42. In short, Veeck did anything to provide entertainment, and the Chill followed his footsteps.
It helped that the first coach of the Chill, Terry "Rosco" Ruskowski, was himself a colorful former player and coach. Always highly quotable, he was on record for saying:
Paitson also reveals the historic behind-the-scenes environment and forces that opposed the Chill. From the Columbus Fairgrounds management which continually double-booked the ancient rink (an action which prevented the Chill from playing playoff games at home), to Ohio State University officials who built their own arena and refused to partner with any downtown facility to share sporting events, Paitson often found his team just minutes away from failure.
But the Chill did succeed. Paitson and the team showed there was a tremendous interest in hockey as the franchise built two additional rinks in Columbus (the first minor league hockey team to own and operate its own arena) and created one of the largest amateur learn-to-skate programs in the country.
And the team did not disappoint on all fronts, getting to the playoffs in their third year despite averaging 43 penalty minutes per game in a 64-game season. Paitson offers a boatload of fascinating stories about this team.
Such unexpected excitement led the Chill to sell out an incredible 83 games in a row, a record that may never be broken in minor league hockey. Eventually, based on the Chill's success, Columbus landed an expansion National Hockey League team, the Columbus Blue Jackets. In nine short years, the Chill paved the way for the formation of the Blue Jackets, building a new downtown arena, and fostering the "billion dollar, 75-acre mixed use development" in the Columbus Arena District.
It's a great story, fun to read, and historically fascinating. This real life Slap Shot team provided plenty of entertainment in the 90's and Paitson keeps that same pell-mell excitement alive in Chill Factor. Great for any hockey, marketing, and history fan.
Happy reading.
David Paitson in 1991 was the President and General Manager (at age 31) of the newly-formed Columbus Chill in the minor league East Coast Hockey League. The team was described as "a brilliant meteor flashing across the northern sky, spectacular and beautiful and then gone in an instant. But its impact will last forever." How this team came into being, achieved immediate success, and then moved away are related in Paitson's fascinating Chill Factor: How a Minor-League Hockey Team Changed a City Forever.
Formed in August 1991, the Chill had two months before their opening night's game to change the public's disinterest in a pro team, much less an ice hockey team. Paitson and Marc LeClerc from Concepts Marketing Group decided to go big with in-your-face ads targeted at the 50,000 Ohio State students nearby, as well at the any young hipsters looking for some new excitement.
Early ads placed in the OSU student newspaper and a Columbus independent weekly definitely gained attention:
- Sure, you may think hockey is a violent, perverted example of male machismo. But for only $5, what's your point?
- Assault somebody, in life you get five years, in hockey you get five minutes. Is this a great game or what?
- A man's gotta do what a man's gotta do. And if that means busting some chops once in a while, so be it.
From the start the Chill were marketed as a fan experience. It was reasoned that the committed hockey fans would come out no matter what, but people who knew little about the sport needed something exciting to attend the games, enjoy the experience, tell others about it, and ideally want to return.
So the Chill marketers used Bill Veeck (owner of the St. Louis Browns, Cleveland Indians, and Chicago White Sox) as their irreverent guide to off-beat promotional activities. This was the man who let a 3' 7" player go to bat, dynamited disco records, created exploding scoreboards, and brought Satchel Paige in to majors at age 42. In short, Veeck did anything to provide entertainment, and the Chill followed his footsteps.
What did Paitson do? Well, anything and everything, including:
- Have fans use giant slingshots to propel frozen Cornish game hens into the goals on the opposite end of the rink for a cash prize;
- Offer "Low Dough Carload Night" and charge $10 per carload of fans (one group had 11 people packed into a Chevette);
- Bring in the Laker Girls dance team for an intermission show, which coincidentally happened on the day of Magic Johnson's HIV announcement, giving a huge spike to media interest in the cheerleaders and the Chill;
- Hire white limousines to drive up on the ice to deliver the Chill players;
- Buy a Zamboni ice-smoothing machine that was so old and unmanageable that the first time it was used the operator was booed off the ice and quit on the spot;
- Run a contest to find a singing fat lady, then let her stand behind the opponent's bench to sing when the game was out of the opposing team's reach (i.e., "It's ain't over 'til the fat lady sings").
- Make a one-night team name change to "The Mad Cows," complete with a giant inflatable cow, spotted uniforms, and a rink nicknamed of "The Meadow of Death;"
- [regarding one Chill player] Is he tough?....He couldn't lick his own lips;
- [to a referee] Sir, can I get a penalty for thinking?...No? Good, because I think you stink tonight;
- [on one of his inept players] He'd foul up a two-car funeral procession down a one-way street;
- My wife asked me if I loved her more than hockey....I said no, but I like you better than baseball
Paitson also reveals the historic behind-the-scenes environment and forces that opposed the Chill. From the Columbus Fairgrounds management which continually double-booked the ancient rink (an action which prevented the Chill from playing playoff games at home), to Ohio State University officials who built their own arena and refused to partner with any downtown facility to share sporting events, Paitson often found his team just minutes away from failure.
But the Chill did succeed. Paitson and the team showed there was a tremendous interest in hockey as the franchise built two additional rinks in Columbus (the first minor league hockey team to own and operate its own arena) and created one of the largest amateur learn-to-skate programs in the country.
And the team did not disappoint on all fronts, getting to the playoffs in their third year despite averaging 43 penalty minutes per game in a 64-game season. Paitson offers a boatload of fascinating stories about this team.
- A Chill game was dubbed by a local newspaper as "Mardi Gras meets high sticking."
- The Chill once scored a goal when a broken stick blade went into the net rather than the puck, but the referee mistakenly called it a goal which gave them the game.
- Jason Taylor was suspended 41 games for hitting an opposing player in the face with his stick - while the opponent was on the bench!
- Once, the coach was so disgusted with his team's poor play that he put the entire team on waivers (trading block) after the game.
- The Chill goalie made 69 saves in a 9-8 double overtime loss.
- Two players got into a fight - during the warm-up prior to the referees even being on the ice.
Such unexpected excitement led the Chill to sell out an incredible 83 games in a row, a record that may never be broken in minor league hockey. Eventually, based on the Chill's success, Columbus landed an expansion National Hockey League team, the Columbus Blue Jackets. In nine short years, the Chill paved the way for the formation of the Blue Jackets, building a new downtown arena, and fostering the "billion dollar, 75-acre mixed use development" in the Columbus Arena District.
It's a great story, fun to read, and historically fascinating. This real life Slap Shot team provided plenty of entertainment in the 90's and Paitson keeps that same pell-mell excitement alive in Chill Factor. Great for any hockey, marketing, and history fan.
Happy reading.
If this book interests you, be sure to check out:
Falla, Jack. Home Ice
True stores about one man's love for home ice skating, rinks, and the people who make and skate on them, from Gretzky's family to a completely enclosed professional backyard rink with scoreboard, Zamboni, and boards. Delightful writing and look into the world of informal pleasure skating. (previously reviewed here)
