Prince Albert Raiders 2019 WHL Champions. (Facebook/Prince Albert Raiders)

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Community Champions

Prince Albert Raider’s big business in a small market

Dec 15, 2020 | 11:10 AM

After 50 years and a history most recently highlighted by a Western Hockey League (WHL) Championship, the Prince Albert Raiders continue to impact the community both on and off the ice.

Numbers from a recent study on the Canadian Hockey League’s (CHL) economic impact shows the Raiders generate a total annual economic impact of more than $10 million, with the direct impact alone accounting for more than $4.8 million of that. The numbers do not include the impact of spending at the Art Hauser Centre’s concessions during the 2019/20 season.

“With an annual operating budget of $2.6 million and a small staff of just eleven people that’s big business locally,” said Raiders business manager Michael Scissons.

The study was produced by Dr. Norm O’Reilly of the University of Guelph School of business and his associates. Dr. O’Reilly is one of the leading authorities in sports business and franchise economic impact assessments in North America.

While the economic impact is impressive, so too is the list of spinoffs not directly measured by the economy. The study shows nearly 3,000 appearances were made by CHL players, coaches, owners or alumn at hospitals, schools or other community events in 2019-2020 season. More than 10,800 people took part in participation programs offered by the clubs like ‘Learn to Skate’. In Prince Albert, the Raiders volunteer with the minor hockey program, the SPCA and long-term care homes among other places inspired by head coach Marc Habscheid’s motto of ‘developing not just good hockey players, but good people too.’

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“The report also shows 43.7 per cent of all CHL club budgets were spent on local products or services,” said Scissons. “So we’re contributing and we’re investing and we hope the public will continue to do the same.”

The Raiders had been building on growing attendance numbers and popularity following successful seasons that saw them on lengthy playoff runs and ultimately the WHL Championship in 2019. It’s also the team’s 50th season. The COVID-19 pandemic effectively halted that growth and excitement with the ongoing delay of the season.

“While we’re still committed to hosting a season – whatever that looks like – we’d be remiss to say this hasn’t hurt us financially,” said Scissons. “We are a community owned, not-for-profit team. We don’t have the income source that privately owned teams do. We’re not looking to put millions in the bank, but we do want to ensure there will be Raiders hockey in PA in the future.”

With most of the income stream coming from ticket sales and advertising, finding new ways to make money has been critical. Scissons and his team have been thinking outside the box launching unique offers like ‘Game Puck Packages’ for fans and 50/50 contests. With an anticipated limit on the number of fans in the stands, the organization is also planning to offer incentives on pay per view packages.

“The fact is, our entire investment comes from our patrons one way or another,” he said. “Without the community’s support, we could have a tough time recovering from this. So, we’ll be doing everything we can to ensure our players and our fans still get the season they deserve.”

The economic impact report shows just how much the hockey organization means to the community, but Scissons said its about more than just the finances.

“It’s the culture and the history that this community owned team has built over the course of 50 years.” said Scissons. “There’s a reason we’re called ‘Hockey Town North.’

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