April 14, 2009
Lincoln Stars players salute their fans following a victory earlier this season. (Robert J. Meyer/USHL Images)
USHL.com provides the next segment in a series of web and media features focusing on the "US" in "USHL" - some of the special players, coaches, fans and management of America's fastest growing hockey league
Jim Pflug has been a part of the Lincoln Stars organization since its inception in 1997. He was named by the USHL as the Dave Tyler Executive of the Year this season. Pflug has helped guide an organization that led the league in attendance for the third consecutive season and continues to provide one of the most entertaining game night experiences in all of hockey. USHL.com asked Pflug about the recipe for success in Lincoln.
USHL.com: How did you first get involved with the Lincoln Stars organization?
Jim Pflug: I originally started in the accounting field: first in public accounting, then as an internal auditor for American Express, followed by becoming a corporate controller for a company in Omaha. I was working for a restaurant that was going public when I was approached by Irv Dana and a couple of the owners for the Stars. They knew I was looking for a change and asked if I would come help them get the organization started. I thought that it would be fun to do for a year or so while I ultimately figured out what I wanted to be doing. I live in Omaha and thought after awhile the commute would be a little too much for me - but here I am, 13 years later.
USHL.com: How did you deal with the challenges of starting a team in a new market?
Pflug: I give credit to the owners for having the courage to start this organization in the backyard of a successful university (University of Nebraska) with a storied athletic tradition. Not a lot of people would want to put their money into a situation like that, but they had the vision and foresight to move forward despite the challenges.
During the startup, I think we really benefited from the success of the Omaha Lancers. It had become well known that they were putting on a fun and exciting event just 50 miles down the road. The excitement that was generated by that organization helped us gain the initial interest of the fan base in Lincoln. When people saw there was a team coming to their town, they didn't want to miss out on something that could be very successful.
USHL.com: As you suggested, you are right in the middle of a community that revolves around the University of Nebraska and Cornhusker athletics, so how have the Stars been able to carve out a niche in that market?
Pflug: We offered something that was unique to anything else around this area and something no one had seen. It was different than anything the university or the city of Lincoln had. The sport is pretty addictive when you see it live, so those who had the initial interest where happy when they did make the investment in coming to the games. Those people who didn't probably wish they had because it became one of the toughest tickets in town to get. Additionally, it was the only place in Lincoln where you could go to a sporting event and adults could enjoy a cold beverage of their choice – which you obviously can't do at university events. That certainly had some effect on people's interest, because they not only saw it as a sporting event, but as an alternative entertainment option for them.
USHL.com: How did you convert people who were skeptical of a sport that isn't native to that region?
Pflug: The key for us was getting people to come out, because it is an even more exciting sport once you have had the experience of seeing it in person. We felt that was the best advertisement for us because you can't replicate the atmosphere of a game through a newspaper or television ad. It became our goal to get people in the building for the first time and start them on that cycle from being just a casual fan to a season ticket holder.
USHL.com: What do you see as your most successful tactics for getting people in your building for the first time?
Pflug: One area was the focus on group sales because we felt those tend to bring new faces who hadn't seen a game before, such as a company outing, a school group, or church group. Groups do get a discounted ticket, but that was justifiable for us because they were bringing larger numbers of people. In essence, the discount is an advertising expense for the organization because we wanted to continually bring first-time visitors. That also was the beginning of the cycle of getting those people to buy a ticket to more games, then purchase larger packages, and hopefully become a full season ticket holder. It is not a short cycle, but we think over the course of time it has been very beneficial for us.
USHL.com: Your home arena, The Ice Box, is one of the unique environments in all of hockey. How special is that place to your organization?
Pflug: Some people may think the building isn't much to look at from the outside, but it takes on a whole different character on game night. A lot of people do ask us why we don't move into a newer, more state-of-the-art facility, but we don't think newer or nicer necessarily means better. Our building is very intimate and when the fans are into the game, it is just electric. I think trying to replicate that environment at a different location would have its risks. Even if it isn't much to look at, we wouldn't have it any other way than the atmosphere inside that building.
USHL.com: How have you transformed a building not intended for hockey and given it that electric atmosphere?
Pflug: I credit the owners for making the investment in the entertainment aspects such as the lighting, sound system, and the quality game presentation elements. There are diehard hockey fans that understand the game and then there are the fans that are there more for the social and entertainment aspect. The ownership did not neglect that side of the game and the improvements they made to the building play a huge role. They are willing to invest and say "yes" to the items that make sense for entertainment. That has been pivotal in keeping things new and fresh which is sometimes challenging when playing at home 30 times a season.
USHL.com: What has been the overall recipe for success in helping your organization lead the league in attendance for the past three seasons?
Pflug: It truly starts with our fans. That may sound cliché, but we view them as our biggest asset and we constantly ask ourselves the question, "How do we preserve that?" First of all, we identified a coaching staff that can make us successful on the ice. We don't expect a win every night, but we want the team to be competitive and show the fans they are working hard for them because the fans are the ones buying the tickets to see the team play. Secondly, we focus on making the games fun and exciting so regardless of wins, the fans can be appreciative of the game night experience. We want to not only preserve that relationship with our fan base, but build upon and strengthen that asset.
USHL.com: The organization posts impressive attendance numbers each season, so do you define your success based on those totals?
Pflug: It is easy to look at the attendance numbers and judge whether it was a successful season, but we go a little deeper than that. We have been blessed that attendance has stayed strong throughout our history and the support we get is simply incredible both at home and on the road. It is a really unique relationship we have with the fans and it is important for us to show our supporters that we are giving back. We emphasize the need for our players and staff to be involved with community and charitable events. We owe that to our community and it helps our players realize that they need to be thankful for their health, their talent, and the opportunity they have been given here in Lincoln. Another measure of our success is how we are developing these young men during their time here, not only on the ice but off the ice as people.
USHL.com: Any successful organization is fortunate to have a quality staff, so what can you say about the people you have in the Stars organization?
Pflug: I am so proud of the staff we have in Lincoln. Everyone has continually worked towards our common goals, which has made things much easier and more fun to come to work. I know everyone on this staff could be doing other great things with the amount of talent they possess, so I think it speaks volumes about our organization and ownership that so many of these people have been here awhile. Everyone has been on the same page working as a team.
USHL.com: What does it mean to you to be named the Dave Tyler USHL Executive of the Year?
Pflug: It is a nice honor because I know there are so many talented people that work in the front office of each USHL team, including our organization. However, any recognition of that nature is the product of the collective efforts of our staff, owners, and fans rather than just an individual like me. I am extremely honored, but I want it understood that is the people all around this organization that have done the work.
The USHL is celebrating its 30th season of junior hockey in 2008-09. With over 160 players already committed to NCAA Division I schools and 16 NHL Draft picks playing in the league, the USHL is the nation's foremost producer of junior hockey talent. For more information, visit us on the web at www.ushl.com.
