Rink

By 2008, the need to focus on long- term growth of the game became clearer than ever before: in six of the previous 10 years, USA Hockey had seen a decline in its youth hockey membership. In order to avoid a continued decline in participation, USA Hockey's strategic growth plan was reduced to two key ini- tiatives: attracting new players each season in the key four- to eight-year-old age category and retaining participants from one season to the next. Based on analysis of membership numbers, growth at the base of the membership pyramid (ages eight and under) will positively impact the larger group of nine- to 14- year-olds for years to come. "More than ever, it has to be a focused, cooperative effort to grow par- ticipation at the youngest age levels," said Pat Kelleher, USA Hockey's assistant exec- utive director for membership develop- ment. "Rink programs and local youth associations are structured to accept new kids under the age of eight, so our job is to get more parents with kids in this age group to bring their kids to the rink." As a result of significant research and analysis, USA Hockey has created resources for use by rink operators and local associations to not only attract fam- ilies to youth hockey but to keep them as long-term customers. "We have to focus on breaking down the barriers that most commonly chase families out of the game: cost and com- mitment," Kelleher said. "We need to offer age-appropriate programs that allow both kids and parents to develop a love and passion for the youth hockey experience." Come Play Youth Hockey Youth hockey begins with an invitation, especially when it comes to attracting new families to the game. USA Hockey's "Come Play Youth Hockey" campaign invites parents of four- to eight-year-olds to bring their child to the rink. It's a pro- fessional marketing campaign created for local rinks' and associations' use to promote their program as the best youth sports option in their community. To acquire new participants, rinks are encouraged to host a Try Hockey for Free clinic. In the upcoming season, there are two opportunities to participate in nationally supported events: Try Hockey for Free Day on Saturday, Nov. 5 and 26 R INK MAGAZ INE july/August 2011 STARrinks.com Growing the Game Valuable resources to attract and retain youth hockey players W ith more than 105,000 kids under the age of eight playing youth hockey in 2010-11, the United States has seen a 17 percent increase in participation in this age group over the last three seasons. This is cause to celebrate for rink operators; yet growing the game of hockey remains a collective, never-ending process. by COURTNEY WELCH, Program Services Manager, USA Hockey

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