The Chronicle Herald (Provincial)
A look beyond COVID-19
Cape Breton Eagles’ Simon, Shaw discuss finances, rebuilding, marketing
SYDNEY — When Irwin Simon became the majority owner of the Cape Breton Eagles almost three years ago, his vision was to bring a Memorial Cup to the island.
After more than 20 years in Sydney and no championship to show for it, Simon promised the community under his new ownership a hockey title would eventually come to Cape Breton.
Only one year after his commitment to the team and community, the Quebec Major Junior Hockey League squad was primed for a long playoff run with the acquisition of several key players at the 201920 Christmas trade deadline.
The Eagles were considered a contender for the President Cup, along with Chicoutimi, Moncton and Sherbrooke, but it wasn't meant to be — but at no fault of the team.
In March 2020, the COVID19 pandemic took control and led to the cancellation of what remained of the regular season and playoffs. The Eagles were left with an older team and several graduating players, which ultimately put the franchise into rebuilding mode.
The following year in 202021, Cape Breton was a much younger team and it showed. The club finished the regular season with a 12-25-1-0 record and didn't participate in the league playoffs by choice.
The team consistently played only Charlottetown and Halifax due to COVID-19 restrictions in New Brunswick and Quebec. With indoor gathering restrictions put in place by the provincial government, the Eagles couldn't operate at full capacity and saw between 900 and 1,300 fans for each of its 19 home games — which impacted the bottom line.
Simon, who is originally from Glace Bay and currently lives in New York, told the Cape Breton Post the team had “substantial losses” during the 2020-21 season but didn't release the actual numbers.
“We had losses and we're going to have losses again this year,” said Simon, noting there was never a thought of not icing a team last season.
“I bought this team for a long-term commitment and with that we wanted to keep the team going last year. It was our responsibility and we did that.”
FAN SUPPORT
While stressing his commitment to the community over the long haul, Simon said the team also must have the support
of those currently attending games and those who have yet to come back to the rink.
“We want and need fans to come out to the games and we need sponsorship as always,” said Simon, who was on the island Thursday for a series of meetings with some of his Cape Breton business partners.
“Talking with assistant coach Chris Culligan, we talked about how players play better when they're playing in front of large crowds. We're going to put a major drive on to get fans out to Centre 200 and supporting this team.”
Through their first five home games this season, the Eagles have attracted between 1,309 and 2,113 fans.
However, the Sydney-based team isn't the only club seeing a decrease in attendance. In fact, most teams in the Canadian Hockey League are currently in the same boat as the Cape Breton franchise.
Gerard Shaw, president and governor of the Eagles, said he believes the low attendance is a “POST-COVID headache.”
“We're optimistic it's going to change and it's up to us to do things and be out in the community more and start getting our players in the community the way we were PRECOVID and start encouraging people to come back,” said Shaw, noting the team's attendance is down 25 per cent.
“We're going to look at a number of initiatives over the course of the next number of months in terms of reaching our fan base and we're going to try to encourage the excitement of getting back out.”
Simon acknowledged the fans and sponsors who stuck with the team through the pandemic-shortened season and who continue to support the club.
“I want to make sure that we're putting a great product on the ice and I want to make sure that when you come to the rink you're getting a great experience,” said Simon.
It's one thing to say the team needs more fans in the rink, but how does the organization plan on making that happen?
The team's board of directors and shareholders met at the Cambridge Suites, a hotel owned by Simon, on Thursday, where marketing was one of the issues on the table.
“The shareholders have made a commitment to extend the marketing budget significantly to encourage and show the community the team is here for the long term,” said Shaw.
“We need the fans back and we need to do our job in the marketing area and show fans that we want to be here forever, and we want to build a winning team — we need their help."
REBUILDING CYCLE
Rebuilding is part of the major junior process and that comes with the CHL being a development league for the professional ranks.
The Eagles are currently in year two of their rebuilding cycle and through the first nine games of the regular season — not including Friday night's game — the team has a 2-3-3-1 record in a tough Maritimes Division.
Speaking with fans, Shaw said the fan base likes what they're seeing from this year's team, which is the youngest in the organization's 25-year history.
“It's obvious we've been a hard-working team with the number of games that we've lost in overtime this year and that seems to be the message that is resonating in the stands,” he said.
“They're liking what they see in the young product and know it's going to be an exciting next couple of seasons.”
While some rebuilds take longer than others, with the average age of this year's team, the talent in the system and the number of draft picks over the next three years, Shaw believes the team will be ready to compete for a title in the 2023-24 season.
Prior to the pandemic, Simon stressed his desire to have the Eagles host the Memorial Cup tournament at Centre 200. When asked about a possible bid for the 2025 Memorial
Cup, when it returns to the QMJHL after 2022, Shaw noted it would depend on the team.
“The short answer is that we would absolutely love to, but the biggest single thing that's going to be considered when you're going for the Memorial Cup hosting rights is if the team is ready that year on the ice,” said Shaw.
“I truly believe our cycle will be before the 2025 tournament. The next year will really determine that.”
COMMITTED
Although it's been a tough 19 months for the organization financially, Simon has never been more committed to keeping the team in Cape Breton.
“It was never a year-to-year thing, I'm here for the long term,” said Simon. “It's not losses, it's really not about that, I'm committed to this team forever. All I ask is that the fans come back and support us, and we'll figure the rest out.
“This is our 25th season and we're here to build for another 25 years. We never won a Memorial Cup or a President Cup in the 25 years, but we're going to change that.”
Simon was in attendance for the Eagles home game against the Val-d'or Foreurs on Friday night. The result of the game was not available by press time, but a recap is online at www.saltwire.com.