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REAL PROGRAMS Successful programs to consider adopting by KEVIN ERLENBACH 32 / SEPTEMBER.OCTOBER.2014 RINKMAGAZINE.COM R esiding on the outskirts of Midtown Manhattan is the Ice Vault in Wayne, N.J. It's not only an industry leader with American Development Model-focused programming, but a forerunner in growing youth hockey. With an abundance of local youth sport options, the Ice Vault has committed to grow youth hockey enthusiasm by providing one of the best-run programs in the community. To help ramp up their efforts, they enrolled in USA Hockey's 2 and 2 Challenge. The 2 and 2 Challenge is a comprehensive growth program that guides rinks and youth hockey leadership through national events and tools to achieve their goals. To complete the 2 and 2 Challenge, participating rinks focus on the main driving forces of growth — retention, acquisition and conversion. In just the second year of existence, the 2 and 2 Challenge has helped nearly 600 local programs achieve their growth goals of adding two new players and retaining two more players than the previous season's 8-and-Under player totals. Each season, the Ice Vault staff begins their growth efforts by focusing on retaining their players from previous programming. The best way to get more families to return to youth hockey is through a personal invitation. Welcome Back Week, as part of the 2 and 2 Challenge, is a national retention program where youth hockey programs personally call and invite families back for another season. To supplement the Ice Vault's retention phone calls, USA Hockey distributed a series of emails and phone messages from the New Jersey Devils' Stephen Gionta and 2014 U.S. Women's Olympian Amanda Kessel. These calls are distributed throughout the country and the American athlete calling is dependent on geography and gender. "The August email and September broadcast phone message gave us a huge jumpstart on reminding players that it is time to return and register for the new season," said Mariann Reiss, general manager of the Ice Vault. "It's amazing the number of families that want to play and just had no idea that it was time to get signed up." Following Welcome Back Week, the Ice Vault staff shifted their attention to Try Hockey For Free. Hosted twice nationally, USA Hockey's Try Hockey For Free events resulted in more than 28,000 kids trying youth hockey for the first time in 2013-14. As a participating location, Ice Vault saw tremendous success as 127 new families found their way to the rink. Provided for each facility were jerseys, training, USA Hockey sanctioning and grassroots marketing tools. The 2014-15 season will see the two national events take place on Nov. 8, 2014, and Feb. 21, 2015. To complete the growth cycle and maximize the conversion of Try Hockey kids to youth hockey players, they organized a low-cost, low-commitment transition program. The Ice Vault Atoms offers families a cost-effective opportunity to see what youth hockey has to offer through a fun curriculum designed around the American Development Model and extensive parent communication. Ice Vault converted a majority of those 127 Try Hockey kids into Ice Vault faithful. After achieving the highest level in the 2 and 2 Challenge program for two seasons, this facility in New Jersey is already focused on 2014-15. They know there is no better time to attract more families to youth hockey than the fall after the Olympic Winter Games. Rinks will see a small boost in interest without changing much of their programming or marketing efforts. For rinks like the Ice Vault that want to leverage this rare opportunity, the 2 and 2 Challenge is available to guide you to similar success. To learn more about growing your 8-and- Under participation with help from the 2 and 2 Challenge, visit 2and2Challenge.com. J Kevin Erlenbach is USA Hockey's Director of Membership Development. Up to the Challenge New Jersey's Ice Vault drives growth with USA Hockey initiative PHOTOS: COURTESY OF ICE VAULT , Retention, acquisition and conversion are the three keys to growth.