Centennials to Battalion
During the glory days of the erstwhile North Bay Centennials, the late Bert Templeton was the face of the Ontario Hockey League franchise as a coach and general manager who defined winning and respect. And while it was big, bad Bert who stood tall, it was the fresh-faced John McLellan who marketed the Centennials front and center.
When Templeton left the Centennials in 1994 to continue coaching elsewhere in the league, it really was the beginning of the end for the OHL in North Bay.
It wasn’t long before the team started a succession of losing seasons — on the ice and at the turnstiles. Eventually, the Centennials were sold and relocated to Saginaw in 2002, where the Spirit still operates.
As for McLellan, he too eventually left the Centennials and the OHL and settled into what became lengthy gigs as a regional, northern Ontario marketing manager for Tim Hortons and M&M Food Market.
But now he is back in the OHL — and still in North Bay, no less — having joined the Battalion as its senior manager of marketing and business, effective immediately.
After three good seasons on the attendance chart since moving from Brampton to North Bay, attendance has fallen off at Battalion home games the past two years, including this one.
Enter marketing man McLellan with the job of re-energizing fans and boosting attendance for Battalion home games at North Bay Memorial Gardens.
Though born in Pembroke, McLellan grew up in North Bay and graduated high school from Chippewa and college from Canadore. He has continued to reside in North Bay over the years with his wife and their two sons.
Having shown a relentless work ethic during his years with the Centennials — always well-groomed, well-mannered and wearing what was a trademark, black blazer with team logo on the front of it — McLellan’s return to the OHL in North Bay can be viewed both as a step back into the past and a step up into the future.
Congrats, ‘JohnnyMac’. We’re confident that you will strive successfully to regenerate fan interest in the Battalion’s fortunes, provided only that you have a hard-working (and preferrably winning) team to promote.
When the Centennials parachuted in the man who came to be known as the
‘Franchise Assassin’, and he then terminated the services of John and the Cents secretary, Janet Laxton, we knew the team was doomed. There was no one remaining in the organization with the knowledge or skill to operate and market a hockey team at the Major Jr. level (or at any level, some would say).
But we have OHL hockey back in the Bay, under competent ownership and management, and now we have an experienced and dedicated marketing guru to help the team succeed.
Thanks for an interesting article, Randy, and best of luck in your new career, JohnnyMac. Cheers!
Welcome back John. I certainly remember you and your tireless efforts during your days with the Centennials. Look forward to seeing you at the Gardens. If you’re looking for any marketing suggestions, I have a couple that you use to use during your Centennial days……..Guy
Looking forward to watching the Battalion play a home game in Sudbury.
I think it would boost attendance if Stan Butler teams played a more entertaining style. John’s got his work cut out for him. With Bert Templeton, you knew you were getting physical teams. Today, Soo Greyhound games are like a track meet. It’s fun to watch and I think players love playing with speed and creativity.
After the Memorial Gardens arena facelift, I would hate to see interest dwindle to the point where North Bay loses a team for the second time.
Great guy, smart move by the Battalion.
Speaking of Bert Templeton, he always said a winning record was the best marketing plan of all.