The mouse that roars

Sporting News, The, Dec 30, 1996 by Steve Marantz

Disneyland was foremost in Eisner's mind when he bought into the NHL in 1993. Bruce McNall, then owner of the Kings, wanted a natural rival and urged Eisner to take the plunge. Hockey interest was high because of the Kings' rush to the Stanley Cup finals behind Wayne Gretzky. Eisner, as a hockey fan and father of two hockey-playing sons, sensed an eager market The City of Anaheim had built The Pond, an attractive facility, without securing a prime tenant Despite those reasons, Eisner several times rejected buying an expansion club before going ahead. Disneyland brought him around.

"The importance of pro sports is the critical mass in Anaheim--it creates a larger Disney presence in that area," Disney vice president of communications John Dreyer says. "Fifty percent of Disneyland attendance is local. Baseball creates a mass for people to come in for weekend games, stay in hotels and go to the (theme) parks."

Other possibilities intrigued Eisner. Pro sports are entertainment, he concluded, same as Disney's core business. A new hockey team could exploit the name recognition of Disney's hit movie, The Mighty Duck. A pro club could generate positive national publicity for the Disney brand.

A new division, Anaheim Sports Inc. (previously Disney Sports Enterprises), was created to run the hockey club. Eisner tabbed as president an outsider, Tavares, a franchise consultant with a background in arena management. Tavares, along with key executives Bill Robertson, Bill Holford and Bob Wagner, devised a marketing plan for novitiate fans, based on heavy doses of non-hockey diversions mixed with gradual hockey education. Thus a smirking, beaked mascot descends on a rope from the rafters, music is played, free T-shirts are shot seatward with a slingshot and children compete on the ice between periods.

The Mighty Ducks became an amusing novelty, averaging more than 17,000 in two of their first three seasons, selling out the final 36 games of last season. On ice, they were respectable but missed the playoffs. Meanwhile, their expansion twins, the Panthers skated into the Stanley Cup finals last season.

This season, the Ducks are struggling. They are struggling for the reason they missed the playoffs last season--the Ducks have the second-to-lowest payroll, at $16.2 million. The Panthers, with less non-ticket arena income, are at $19 million. Last year's champions, the Avalanche, are eighth in payroll at $24 million. The top payroll of $38 million belongs to the Rangers, who struggled until recently.

Despite missing the playoffs by a point last season, the Ducks did not increase their payroll. They acquired long-in-the-tooth veteran Jari Kurri, at $1.5 million, but failed to sign a strong second line or a top defenseman to support stars Paul Kariya ($2.075 million) and Teemu Selanne ($2.85 million).

Consequently, the Ducks are playing before thousands of no-shows-through their first 16 games, average attendance was 16,768 and there were only six sellouts--as fans are weary of cuteness and mediocrity. This isn't surprising. The only surprise is Disney's business approach, putting its creative staff, G.M. Jack Ferreira and coach Ron Wilson, at the mercy of accountants.