Branding the Michigan Warriors
Through their four-year existence in the North American Hockey League, the Michigan Warriors have been an on-ice success.
Under the tried, tested and true leadership of coach-general manager Moe Mantha, the Warriors have won two North Division playoff titles in the four years they have been playing out of Perani Arena in Flint.
But while the Warriors have captured two North Division crowns, they have not quite captivated the attention of fans in Flint and surrounding area.
Playing out of the 4,000-seat Perani Arena, the Warriors perform in front of crowds that average about 700.
Undaunted, the Warriors are determined to make junior hockey work in the Flint area to the extent that they are branding the name and upgrading efforts to market the team.
For starters, youth hockey teams in the area began playing under the Michigan Warriors moniker in 2013-2014.
And effective the upcoming, 2014-2015 season, there will be under-18 and under-16 Michigan Warriors teams that will be coached by former Ontario Hockey League (Soo Greyhounds and Peterborough Petes) forward Chad Grills, who later played parts of seven minor-pro seasons with the erstwhile Flint Generals.
Off the ice, there is an ongoing restructuring of the Warriors ownership that will feature a greater involvement by Perani Arena management.
Jim Cain of Firland Management, which oversees operation of Perani Arena and the business side of the Warriors, said plans are in place to improve the marketing of the NAHL team.
“We need to better market the Warriors and part of that has been to extend the Warrior brand to youth hockey in eastern Michigan,” Cain told HockeyNewsNorth.com.
“Off the ice, we want to build on the on-ice success that Coach Mantha and the Warriors have had. We need to be more aggressive in the market place,” Cain emphasized.
Mantha, the 53-year old bench boss of the Warriors who played in more than 650 National Hockey League games as a journeyman defencemen, said he remains “totally committed” to the NAHL team and to the Eastern Michigan Hockey Association.
“There are a lot of good hockey players in the area,” said Mantha. “Through Michigan Warriors travel teams and the EMHA we want to continue to improve the level of hockey in the area. It would be nice for young players to move up through our ranks without having to commute and play for teams in Detroit.”
As for the Warriors as they prep for their fifth season in Flint — and playing out of Perani Arena — in 2014-2015, Mantha agreed with Cain that marketing efforts need to be increased.
“We need to have people in place who are out there pounding the pavement, promoting the Warriors and increasing advertising and sponsorship revenues. We have a good product in the Warriors. And we need to better promote and market the Warrior brand,” Mantha said evenly.
PHOTO: Former NHL defenceman Moe Mantha will begin his fifth season as coach-general manager of the NAHL’s Michigan Warriors in 2014-2015.
RR – have you heard that the “Central Ontario” team may be leaving the CIHL cause the owner wants to stay in the GMHL?