Now, my fanaticism doesn't mean I could spew stats about every player on the team or put together lines based on those stats. However, I believe being able to say "high stick" in french (bâton élevé), explain an off-side call, and sing "O Canada" does lend me at least a little credibility when it comes to discussing the sport. And being a Dallas girl (born and bred) establishes me as a perfect candidate for discussing my team.
So after a painful lockout that knocked away half of the season (I am starting to expect one of these every few years), I decided the Stars organization has gone about the wrong way in marketing the team. Here's what they did and what I would have done:
Everyone knows how pretentious the city of Dallas is. I am okay with that. I like that we have pride in our appearance even if it means we breed $30-thousandairs like rabbits. This also means we are a front runner town. If you don't believe me, think about how many baseball fans suddenly existed when the Rangers made it to the World Series or basketball enthusiasts were cheering on the Mavericks for the Championship. It surprised me how many peopled donned the gear and probably couldn't even tell me the difference between Hamilton and Nowitski. Even now, only the die-hards are still on the Cowboys' bandwagon. Therefore, in this city the Dallas Stars need to be winners.
The organization tried to solve this by paying lots o' dough for a couple of older, more experienced players. Sorry fellas, nothing personal, but ALL sports have a shelf-life and I was immediately leery of a couple of 40-year-olds joining the team. The real mistake was placing so much emphasis on Jaromir Jagr. Is he famous? Of course. Does he seem like a really nice guy? You betcha. However, I am not okay with the Stars' billboard that has an image of Jagr and states "A Legend Becomes a Star." Seriously? We haven't been able to "grow" our own superstar since Modano left? We have to buy one from somewhere else? Immediately, you have injured my Dallas pride. On top of that, he has performed for ONE game. Just one. AND I read today that there could be the possibility he would return to Philadelphia if things don't change. Do we at least get our deposit back?
Some would argue that without a player like Jagr the Stars can't win. Well, see, the funny thing about that is WITH a player like Jagr the Stars still can't win. Perhaps the organization needs to just let go of that pipe dream and call this what it should be: a rebuilding year. By doing so, all pressure to preform well is removed. But of course, that brings me back to the problem of Dallas being a front runner town. If we know the Stars don't plan to win a whole lot, how do you fill the seats?
That's simple: make the team look good. Literally. Dallas likes things to be pretty. The Stars would need to start focusing on handsome-ing up its players and allow those that tend to be more aesthetically pleasing to grace all marketing. Like this guy:
Don't get me wrong. I'm not calling the team a bunch of dogs. After all, the only thing I find more attractive than a man on blades is one who can write computer code; however, the face of an organization is just as important as the performance of that organization (Modano was quite the looker after all AND could get the job done). Once the city is pleased with the look of the Stars, it is time to give Dallas some ownership in the Stars.
Basically, the Stars Organization should let the city enjoy having young players and up-and-comers. Revel in the fact that one day we'll have another Modano or Nieuwendyk or Hull that we "grew" ourselves. Let fans get to know the new boys regularly at casual/accessible events. Make the team a bunch of guys you could sit and have a beer with. Let us enjoy how approachable they are because they are not superstars...yet. This way we might not go to the games necessarily to see a victory but to watch our pals take the ice.
By creating a stronger sense of Stars community, we'll work together to bolster team morale even if the loss column continues to grow. Sure, the Stars might not have a superstar on a rebuilding team, but if the fans believe the organization is trying to work on its "common" touch instead of running with nobility it might expand the fan base by tapping into the hipster movement that tries to avoid the mainstream. That's what should happen! The Stars should focus on not being mainstream. They can be the grass roots of the NHL. They can remind everyone what the love of hockey should be about. It can become a game of personalities on the ice instead of pucks in the net. At that point winning just becomes the icing on the cake.
In the end, I don't promise that my plan is foolproof. I have no background in PR, sports, business, or marketing. Simply put: I am just the girl who fell in love with hockey and the Dallas Stars.
