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Daily Dish: Seat Stuffer Junior Hockey News

Published: Friday, 6 Sep 2019  
By: Stephen Heisler,

Every junior hockey team in America would like to create a larger demand for their product. Below is a concept that not only stuffs your empty seats, but also gives the players a huge sense of responsibility. As a parent, I know the purchasing power of a five year old. I also know how much I would appreciate that a young hockey athlete takes the time to give back to our community, and children, as a school volunteer.

The athletes in schools program is an excellent way for clubs to generate community interest in the program. There are a lot of potential supporters out there that are not typically a hockey fan. Let's face it, finding quality entertainment for the family is not an easy task. Taking the crew to a hockey game, to see a player that the child knows from school, could be a nice diversion that does not take a huge bite out of the wallet. 

The first person needed is a volunteer program coordinator. A huge advantage would be to find a teacher to manage the program. This person could be the single most important volunteer on your staff, especially if this program is properly implemented.

Identify the number of players on the team's roster that could be available on Mondays. For this example, we are going to say six. Next, identify six closest public elementary schools, with standard enrollment numbers,that are closest to the team's home venue.

Generally, Mondays are great for this program because it give parents the week to plan for the team's weekend game. 

As a school volunteer, your players will float from classroom to classroom or help with the physical education programs. The point is to get the maximum exposure and interaction out of each school visit. The player should be at his school when the buses roll in until the last child goes home. Parents will take notice of the young man, especially if he is working with their children every Monday. Even more importantly, if the children are talking about the positive interaction they are having with your player.

Players are to always be dressed in team apparel. Always be clean cut and shaven, and always remember that they not only represent the team, but also the game itself. The impressions made here, can have a lifelong impact on these kids. Make the most of it.

Done right, and done consistently, the result of the program could be tremendous. Imagine if just one in ten children manage to drag mom and dad to the games. Typical enrollment at elementary schools is over 250, so we will use that number, meaning 150 more families a game from just six schools. Youth hockey programs, hockey experience camps, and even group field trips are all by-products of this program.

Pick one game each season that can be played on a school day. Work with the program coordinator to help identify a date that could work within the school calendar. The coordinator will also need the help of the school districts in order to facilitate and manage the event.  A common theme is drug awareness and the need to choose a healthy lifestyle. The players, coaching staff, and community leaders are all to participate in pre and post-game activities.  This type of event happens all over the country and can easily translate into a huge number of new supporters for the team.

Author: Stephen Heisler from
Stephen Heisler has spent a lifetime in the game of hockey. Stephen is also working with individual teams, coaches, and players as a director with Victorious Hockey Company. Stephen, his wife Deysi, and four children reside in Orlando, Florida.

* Disclaimer: This site may contain advice, opinions and statements from various authors and information providers. Views expressed in this article reflect the personal opinion of the author, Stephen Heisler, and not necessarily the views of does not represent or endorse the accuracy or reliability of any advice, opinion, statement or other info provided in the article, or from any other member of this site.
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