Looking to Cleveland as the place to launch an expansion hockey franchise might seem as smart as looking to a tabloid television show for meaningful dialogue.
Cleveland has a long history of hockey, not much of it successful. The Cleveland Indians were the city’s first professional hockey team, in 1929, but struggled and were later renamed the Barons.
That also was the name of Cleveland’s only NHL team, which lasted from 1976-78. After that, the Cleveland Lumberjacks played from 1992-2001 in the International Hockey League before folding, and the city’s third incarnation of the Barons played from 2001-06 in the American Hockey League, serving as the affiliate of the San Jose Sharks.
But the founders of the expansion Lake Erie Monsters of the AHL believe things will be different this time. One of the reasons, they say, is their affiliation with the Avalanche.
Under terms between the Avs and the Monsters, owned by Cleveland Cavaliers owner Dan Gilbert, the Avs will supply all the players and make all hockey personnel decisions. Gilbert and the Monsters will collect all game revenues and do all the marketing.
“They’re the hockey experts, but we feel we know how to market the team and take on all the risk as it relates to that, and people here are excited about it,” said Randy Domain, chief operating officer of the Monsters. “I think we as an organization, with the Cavaliers and Monsters, marry the Avalanche very well. We have high standards, like Colorado does.”
The Monsters already had a connection to Denver before the Avs signed on as the parent club. Gilbert bought the Utah Grizzlies and moved the franchise to Cleveland. The Grizzlies started out in 1994 as the Denver Grizzlies of the IHL.
The Barons team that folded last year suffered from poor attendance, but Monsters executive vice president Kerry Bubolz said things will be different, not only because of their affiliation with the Avalanche, but from the many cross-promotional opportunities with the Cavaliers.
“I think our biggest strength is hitting it off from a philosophical perspective with the Avs, and we have tremendous ownership in Dan Gilbert,” Bubolz said.
Under coach Joe Sacco, the Monsters will have a mandate to play the same kind of hockey as the parent club. A premium will be placed on skating and fast puck movement.
“There’s going to be pressure and puck pursuit,” said Sacco, who played more than a decade in the NHL before joining the Avs organization. “We want to be a team that challenges every second.”
That is the kind of philosophy the Avs have always preached, but since the NHL implemented new rules two years ago, they feel it’s more important than ever to play such a style.
“The new game is speed and puck control,” Avs coach Joel Quenneville said. “You definitely need guys that can skate now, and that’s going to be a constant thing they’ll preach in (Cleveland).”
The Avs want to implement their own hockey culture for years to come in Cleveland, but also for the Monsters to establish their identity with local fans.
Asked whether his players should take more pride in being a member of the Avs organization, or in just being a Lake Erie Monster, Sacco said: “That’s a good question, but at the end of the day, you’re trying to get to the National Hockey League. It’s always a bit strange sounding, but really you want guys who don’t want to be here for long.”
