IceHogs’ contributions to Blackhawks’ Stanley Cups a source of pride for Rockford

July 22, 2015

ROCKFORD — When it was announced that the Rockford IceHogs were going to be the top affiliate for the Chicago Blackhawks, there was mixed reaction.

The year was 2007, and the IceHogs recently had celebrated the team’s first and only hockey championship by capturing the United Hockey League’s Colonial Cup. Interest in the team was rabid by Rockford standards, and future success was quite likely with a coach like Steve Martinson.

And, now, there was going to be a major landscape shift — a risk, obviously, that comes with any change. There would be a higher level of play associated with the American Hockey League, and control of the team would be held by an NHL organization that was struggling.

Chicago had been 29th, 28th and 25th out of 30 teams in the NHL the three previous seasons (going 20-43-11, 26-43-13 and 31-42-9, respectively). The Blackhawks were considered one of the worst franchises in all of pro sports.

Fast forward eight years, and the sounds of opposition no longer are heard. Instead there are cheers, pats on the back and the enjoyment of a personal connection between Rockford and Chicago after three Stanley Cup championships in the past six years.

“I think the transition (from UHL to AHL) has gone as good as could be expected,” said Mark Bernard, currently the IceHogs general manager and a former UHL head coach (2003-04). “It’s been tremendous. The fans have really understood the transition and supported it in every way possible.

“Attendance has grown almost every year, and the front office has done a good job making sure fans recognize that players are going to be called up and that the lineups can change night to night.”

An added bonus has been getting the Stanley Cup to come here, thanks to the Blackhaws’ titles, and fans can’t wait to get their picture taken with the iconic trophy again this fall.

This successful working relationship is cause for pride for many sports-minded Rockfordians.

”I definitely think Rockford can brag about a ’Hogs team that has found a way to compete and flourish after 17 years, which is unusual in minor sports,” said Mike Peck, who works in the team’s marketing department. “Over the last 25 years, pro sports teams haven’t thrived in this town. The fact the community has gotten behind this organization is something people here can be proud of.”

The franchise has supplied the Blackhawks with the young talent they wanted — the IceHogs have sent 72 players to the NHL, 56 of them to Chicago.

“The IceHogs have been good for Rockford, and certainly a great source of family entertainment that has been well received in the community,” said fan Al Weir, 62, a vocational consultant in Rockford. “It is a source of pride to see the players who started here now on television with the Blackhawks, collecting Stanley Cup rings.”

Some of those former IceHogs have taken part in one, two or all three of Chicago’s titles. And it is not as if the consensus says Chicago’s run has ended. The young Blackhawks will be among the favorites for at least another handful of years.

Rockford’s original agreement with Chicago was for 10 years. Two remain. The announcement of a new extension seems likely sometime before the end of next season.

The IceHogs have come a long way since United Sports Venture relocated the Thunder Bay, Ontario, franchise here in 1999. The team experienced growth in the UHL, which made them attractive to NHL teams. The affiliation with Chicago has only grown stronger over the years.

Given the proximity of the two franchises, Blackhawks brass shows up at a high percentage of IceHogs games. And players called up from Rockford have been instrumental in Chicago’s dynastic run over the past six years. They include two-time Stanley Cup goalie Corey Crawford, forwards Brandon Saad (since traded to Columbus) and Andrew Shaw, and defenseman Niklas Hjalmarsson.

IceHogs attendance has increased in seven of the past eight seasons. The season Rockford ruled the UHL, it averaged an impressive 3,895 fans per game. Now, attendance is up to 4,834.

“The IceHogs have had a tremendous impact on Rockford, being a consistent factor in growing businesses downtown like bars and restaurants, and creating local business,” Bernard said. “They’ve been a staple of the community, with players going out to work with youth groups and have helped grow youth hockey.”

The IceHogs now have name recognition well beyond northern Illinois. Being so closely associated with a hockey powerhouse will do that.

IceHogs fans travel to Chicago — when they can snatch a tough ticket. Blackhawks fans know the opposite direction as well, with their interest in IceHogs games showing steady growth.

The numbers began spiking with the NHL lockout in 2012-13, when Chicago and suburbanites really took notice of the IceHogs. If they wanted to see some semblance of Blackhawks hockey, this was it. They came, they liked it and they’ve kept coming back.

“We can see the numbers from online sales, but it is small compared to walk-up and phone sales,” Peck said. “We did get tons of coverage through the Blackhawks’ website and the Chicago media during the lockout. It exposed us more to the Chicago market, and since then we’ve taken off.”

With the ongoing efforts to transform downtown Rockford, that should only help the IceHogs’ growth potential. And how much of the downtown revival is owed to the IceHogs’ success?

“The biggest thing is the IceHogs have been downtown since before it was cool to be downtown — and people were still coming to the games,” Peck said.

“The fact the team has been able to survive through tough economic times, and now to see downtown getting revitalized and be a part of it, is really cool. Downtown used to be the hustle and bustle of 9 to 5, and then everyone would go home. It’s not like that anymore. Bars and restaurants have benefited from that.”

Said Weir, “The IceHogs bring people downtown, and that fits with Transform Rockford.”

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