Penguins Perspectives: Winter Classically The Same
Welcome to Penguins Perspectives, a weekly column by KDKA-TV Digital Producer Patrick Damp. Each Monday, Patrick will talk about the week that was, the week to come, what to watch for, and more.
PITTSBURGH (KDKA) – The new year brings a lot of traditions – resolutions, sauerkraut, champagne, and of course, the Winter Classic.
Today, our Penguins will take the ice at Fenway Park to take on the Bruins in their third Winter Classic appearance since its inception in 2008.
You certainly remember that first classic.
January 1, 2008, Ralph Wilson Stadium, Penguins vs. Sabres in a snowy scene in Buffalo that was straight out of a postcard.
For the first time in a long time, the National Hockey League gambled, and it paid off.
While they didn't really cut too much into college football's dominance of the day, they did have the highest-rated NHL game since 1996.
It was a great moment for the league, they took a chance, did something different, and got more than just NHL fans paying attention. As a hockey lifer and someone who constantly advocates for the sport to grow beyond the diehards, it was a complete and total victory.
Then they did what the NHL does best…they retreated to safety.
No league can give you too much of a good thing like the NHL ("Let's do that hockey," anyone?) and the Winter Classic is certainly no exception.
Before I continue here, I don't want this to come off as me saying I hate the event, think it's dumb, etc…I don't. It's a great idea, a great spectacle, and lord knows if I'm awake, I'm tuning in. It's outdoor hockey, no matter which way you cut it, it's awesome. As much as the broadcasters that day will talk about "hockey returning to its purest form" they're not wrong.
First things first, let's take a look at the Winter Classics that have happened since 2008 and the teams that have played.
2008: Pittsburgh vs. Buffalo
2009: Detroit vs. Chicago
2010: Philadelphia vs. Boston
2011: Pittsburgh vs. Washington
2012: New York Rangers vs. Philadelphia
2013: (Postponed due to NHL lockout)
2014: Toronto vs. Detroit
2015: Chicago vs. Washington
2016: Montreal vs. Boston
2017: Chicago vs. St. Louis
2018: New York Rangers vs. Buffalo
2019: Boston vs. Chicago
2020: Nashville vs. Dallas
2021: (Postponed, moved to 2022 due to COVID-19)
2022: St. Louis vs. Minnesota
2023: Boston vs. Pittsburgh
And now, the numbers:
Toronto: 1
Dallas: 1
Nashville: 1
Minnesota: 1
Montreal: 1
St. Louis: 2
Detroit: 2
Washington: 2
Philadelphia: 2
Buffalo: 2
Rangers: 2
Pittsburgh: 3
Boston: 4
Chicago: 4
In the 14 Winter Classics, 14 teams have played in the event, with nine of them playing it more than once.
Eight of the games have been played in baseball stadiums, while six have been played in football stadiums. Obviously, most outdoor stadiums in North America are for football and/or baseball, but think of the venues that aren't that can seat thousands.
This isn't even getting into the NHL's Stadium Series, which was introduced after yet another lockout in 2012.
Once you get into those just a handful of other teams have been included, but of the Winter Classic teams, Toronto goes to two, Detroit has three, Rangers four, and the Penguins and Blackhawks a staggering six.
There also will be a total of 27 outdoor games in 15 years. In the grand scheme of NHL games, no that's not a lot, but for the casual viewer, knowing there are multiple outdoor games in a year, it takes away the spectacle.
Don't just take my word, the ratings bare this out – not counting the 2011 Winter Classic at Heinz Field, which was moved to primetime due to weather – the peak was in 2014 when the Red Wings and Maple Leafs faced off at Michigan Stadium.
An afternoon game at the Big House drew 4.4 million viewers and since then has tumbled to just over a million, with the 2022 Winter Classic between Minnesota and St. Louis at Target Field only drawing 1.3 million viewers.
Needless to say, the spectacle is fading.
So, let's come up with a couple of fixes here that would bring back the spectacle and revive an event that once had more than just your diehard hockey lover talking.
Banish the Blackhawks, freeze out the Penguins
Sorry, fellow Yinzers, it's time.
Now that Sidney Crosby, Evgeni Malkin, Kris Letang, Patrick Kane, and Jonathan Toews are all winding down their illustrious careers, it's time for them to vacate the stage – no, they should still go for championships, but now it's time for them to be done with outdoor games.
In the 27 outdoor games, the Penguins or Blackhawks have accounted for 12 of those games.
The non-Pittsburgh and non-Chicago viewers have had enough.
Given the wealth of talent throughout the National Hockey League now, it's time to showcase it.
Take it out of the ballgame
I get it, the NHL loves revenue. A baseball stadium seating more than 30,000 people is a cash cow.
However, eight of the 14 Winter Classics will have been played at baseball stadiums and today will be the second at Fenway Park.
Yes, it's a historic stadium and it will be picturesque, but we've done this and again, the NHL loves too much of a good thing.
The best Winter Classics have been in football stadiums, but not just football stadiums, historic college football venues. Michigan Stadium and Notre Dame Stadium were the last time the event topped 4 million viewers and came close to 3 million, respectively.
They tried again in 2020 when they went to the Cotton Bowl in Texas and got 1.96 million.
While the ship has sailed with the Flyers rebuilding and the Penguins nearing the end of their dominant run, the NHL missed a huge opportunity to capitalize on a few things they love – rivalries, a spectacle in the Winter Classic, and money.
(A note, I'm sure this was discussed and couldn't happen for whatever reason, but just go with me.)
Imagine the response to a, let's say instead of Penguins-Capitals Heinz Field classic, 2011 Penguins-Flyers Winter Classic at Beaver Stadium in State College?
One of the true heights of the Penguins-Flyers rivalry, Crosby hitting on all cylinders, Claude Giroux and his Flyers less than a year removed from a trip to the Stanley Cup Final, and a Jaromir Jagr vs. Pittsburgh storyline in an outdoor stadium in the middle of Pennsylvania.
You barely have to try.
Aside from my favorite team, and sticking with the theme of this section, let's think outside the box.
Picture this – the Tampa Bay Lightning, one of the most dominant teams of the past five or so years, taking on their in-state rival, the Florida Panthers, at Daytona International Speedway.
The Battle of Florida, with palm trees, sunshine, and a lot of nastiness.
Don't say it can't be done, it wasn't long ago the Los Angeles Kings and Anaheim Ducks played a game at Dodger Stadium.
It doesn't always have to be baseball or football.
More than just hockey
As I've stated already in this column, I'm a diehard hockey fan. The only reason I have ESPN+ is so when I can't sleep on a Tuesday night, I can watch the Kings and Sharks play at 10:30 p.m. So, when the puck drops on the Winter Classic, I'm watching.
The problem I've seen in the past few years, is I have to actively search for the event. There isn't just much marketing or advertising to anyone that isn't already watching hockey.
Kind of like the NHL All-Star Game, the Winter Classic is quickly becoming an event that's meant just for the people in that town. There's nothing wrong with that, but when you have the chance to bring the game to people that wouldn't otherwise see it, you're squandering a golden opportunity.
Of course, there would need to be interest from the channel, but one of the things that helped bump up the Penguins-Capitals Winter Classic and the Flyers-Rangers Winter Classics in 2011 and 2012, was that the teams were the subject of HBO's 24/7 Road to the Winter Classic.
Getting to see the likes of Sidney Crosby, Alex Ovechkin, Ilya Bryzgalov, John Tortorella, and so many others in their day-to-day preparation, how they conducted themselves away from the rink, and what it was like for them during games brought more intrigue to the event.
Add in HBO Sports and it was a hit.
Getting a closer look at these teams, these players, and the event on non-NHL channels can and will increase interest in the event and hopefully bring in some new fans.
While I'm undoubtedly just one of many people who have had these ideas, I understand there are several restrictions, licenses, etc…that all prevent a lot of these from taking shape. When a sport like hockey is about the only one that can host unique events like this, it should be treated like a blank canvas. Putting a dome over a baseball or football game has been done and outdoor basketball games aren't anything new.
Hockey being played at a racetrack or outside of the MGM Grand? Now that's theater.
When you're the NHL, taking chances is necessary.
Who knows, it just might turn out to be a classic event.
