Report Proper I. Objective By writing this report, I hope to accomplish my goal of bringing NCAA sponsored ice hockey to the University of Tennessee. Our school has among the richest of athletic traditions in the country, and I feel we should expand these traditions out onto the ice. Hockey is by far my favorite sport, and I believe it requires the perfect balance of athletic ability and intelligence. I hope that by raising awareness of UT’s need for a hockey program, I can raise awareness of the sport itself. Regardless of whether or not the university decides to explore the option of adding a program, if I can get one person to begin to follow the sport or even give it a chance, my job will be done. This report hopes to decide what the future holds for University of Tennessee Athletics. Will we continue to proceed with the athletic programs we currently operate, attracting the same athletes and students? Or will we branch out and expand into the hockey rink, maintain the same level of support for our current athletic programs, yet opening up the university to a new demographic of students: those who play and watch the sport of hockey. I hope to open the eyes of the athletic department and make them realize that this is something they should seriously look into and consider.

II. Scope
While writing this report, I was faced with a few limitations in my research. Due to the current state of the Athletic Department here at UT (with the search for a new head football coach), I was unable to get in contact with someone who could give me specifics on the athletic budget, so I was forced to locate a secondary source. I was also unable to talk to a representative at UAH, so once again, a secondary source was used to show what their hockey budget is. Although these I was faced with these challenges during my research, I still feel that the information provided is adequate enough to get my point across.
This report will address the “basics” and how an NCAA Ice Hockey team could be successful at UT. These “basics” include student interest, feasibility according to a representative of Knoxville’s minor league team, and an idea of how much a program could cost. My research was done to address these basic ideas, while leaving the more complicated research (including potential revenue, specific costs, and a more in-depth look into student and community interest) to the Athletic Department. The purpose of this report is not to plan out every aspect of the team, but to break ground on the possibility of beginning our own program. III. Organization
The main body of this report has been organized as follows: 1.) Background a. The continuously growing popularity of hockey in the Sun Belt region of the United States. b. The traditional brand of Volunteer athletics c. Hockey in Knoxville, Tennessee d. My credibility as a hockey fan and supporter of Tennessee athletics. 2.) Feasibility e. Student and community interest f. The success of the Knoxville Ice Bears g. Budgeting: How could this fit in?

3.) Conclusion and Recommendations

IV. Background
As a lifelong hockey fan and advocate, I feel that I am not only qualified to write this report, but that I am required to do so. I love the game of hockey and the Tennessee Volunteers, each with their own intense passion, and I believe that combining an NCAA hockey program with the immensely popular Volunteer brand of athletics would be a recipe for success. I have been watching both hockey and the Vols as long as I can remember, and it has been a dream of mine to make this a reality. I believe that such a program would further strengthen our athletic department and make coming to Tennessee appealing for a whole new demographic (mostly made up of hockey fans and northerners).

Main Discussion I. Background i. The Sport of Hockey is Growing Across the Southern US
On August 9, 1998, NHL superstar Wayne Gretzky was traded from the Edmonton Oilers to the Los Angeles Kings, changing the sport of hockey forever. This was a trade that would forever change the NHL and the game of hockey in the United States. As a result of the rising popularity and success of the game in L.A., the NHL underwent a massive southern expansion which gave rise to teams such as the Mighty Ducks of Anaheim, Dallas Stars (relocated from Minnesota), Florida Panthers, Tampa Bay Lightning, Phoenix Coyotes (relocated from Winnipeg), Carolina Hurricanes (relocated from Hartford), Atlanta Thrashers, and Tennessee’s own Nashville Predators. This invasion of hockey into the Sun Belt has resulted in an exponential rise in the game’s popularity and an expansion in youth hockey leagues in these new markets. Many talented players are beginning to make it to the big leagues from these small markets, such as Nashville native Blake Geoffrion, and it is only a sign of things to come. As you can see below, the number of hockey players registered with USA Hockey across the Sun Belt is rising, and will continue to grow in the coming years (source: unitedstatesofhockey.com): State | Members in 1990-91 | Members in 2009-10 | Growth | Arizona | 1,196 | 3,339 | 179.2% | California | 4,483 | 20,404 | 322.4% | Florida | 1,200 | 10,856 | 804.7% | Georgia | 370 | 2,142 | 478.9% | North Carolina | 929 | 5,598 | 502.6% | Tennessee | 441 | 2,430 | 264.6% | Texas | 868 | 10,909 | 1,156.8% |

As you can see, the talent pool across the Southern United States is exponentially growing. It is time to use this to our advantage by attracting these players and becoming the best hockey school in all of the United States.

ii. The Volunteer Brand
The University of Tennessee’s Athletic Department is among the most powerful in the country. Its men’s and women’s programs have become a standard of excellence, winning NCAA National Championships in many different sports. The Volunteer brand is one that is known around the world, and this is something that can definitely be taken advantage of. When a player wears the Power T, there is a certain level of excellence that is expected, and this excellence can be brought to the ice rink. If a hockey program were brought to Tennessee, I believe the recruiting process would be much easier than most people think. Although there is no hockey tradition here, there is a strong athletic tradition and many hockey players would want to be a part of that.

In addition to having and rich history and tradition, our athletic department also features the best facilities in the nation. These facilities are where champions are made, whether it be on the basketball court, football field, or in the hockey rink. Players want to go to a school where they know they will grow as athletes and adults, and what better place than Tennessee?

iii. Hockey in Knoxville, Tennessee

Hockey would be nothing new to the city of Knoxville. Many teams have taken the ice at the Knoxville Civic Coliseum, with the current one being the Knoxville Ice Bears. The Ice Bears are playing in the Southern Professional Hockey League, and every year they are competing for a championship, winning in 2005, 2007, and 2009 (knoxvilleicebears.com). Every year, they rank among the leaders of the SPHL in attendance, drawing over 3,500 fans per game last season. This team and its management have shown that hockey can be successful in the city of Knoxville. I had the privilege of working with the team last year, and witnessed firsthand that many people in this town have a passion for the game. Let’s take their model for success, combine it with the Tennessee Volunteer tradition, and build a successful hockey program.

iv. My credibility
Why listen to a twenty year old college on this subject. What is it that I bring to the table? I am a lifelong hockey fan, having played the sport as a child and have watched it my entire life. I love the game of hockey and am confident that I can get many of my fellow peers to fall in love with it as well. It is the greatest sport there is, and it has the greatest fans and tradition. While interning for the Ice Bears last season, I saw firsthand that many people Knoxville share this passion. I have also been a Tennessee Volunteer fan my entire life. I remember the ’98 football team, and many of Summit’s great Lady Vol basketball teams. I know the passion that Vols fans have for their respective teams. The Volunteers make the city of Knoxville, and I believe that this passion and tradition can be translated to success on the ice.

II. Feasibility
Can we really make this happen? Will the students and community get behind a hockey program? Can this school really afford this? The answer to all three of these questions is a resounding yes. i. Student and Community Interest

The students at the University of Tennessee love their Volunteers. We have a passion for our sports teams that is unmatched by any program in the nation, but would they get behind an NCAA hockey team? I sent out a survey to a number of my classmates asking these questions, and here are the results:

1. Are you a Tennessee Volunteers fan? a. Out of the 19 responses that I received, 95% percent answered yes (not to my surprise). This proves that many of the students here are avid supporters of their Athletic Department. 2. Have you been to a live hockey game? b. 53% of responders said that they have not been to a live hockey game before. This is not uncommon in the Southern US and East TN, where hockey is still growing, but out of those that said no, 68% percent said that they would be interested in attending. If there is one thing I have learned as a hockey fan, it is that many fans get hooked after going to just one game. 3. Would you support an NCAA Ice Hockey team at UT? c. Over 68% said that yes, they would. I see this as a large amount, considering over half have never even been to a game. 4. If you went to an ice hockey game and really enjoyed it, how much would you pay to see the Tennessee Volunteers Ice Hockey team? d. Over 57% stated that they would pay $5-6 to see a UT hockey game. I believe that this is a great sign, considering most athletics at UT are free for students. 5. Do you believe that an NCAA Ice Hockey program could work at UT? If given the time to grow. e. 79% percent said that yes, they do believe a hockey program could work.
The students believe that a hockey program could work here at Tennessee, and would pay money to see such a program take the ice. Let’s make this happen!

ii. The Success of the Knoxville Ice Bears. As previously mentioned, the Knoxville Ice Bears of the SPHL are currently showing us that the sport of hockey can work here in Knoxville, Tennessee. They have won multiple championships over the years, and last season led the SPHL in attendance with over 3,500 fans per game. I interviewed the Ice Bears’ Assistant GM Dave Feather to get his opinion on bringing an NCAA team to UT: 1. What has made the Ice Bears one of the most successful teams in the SPHL? a. Our desire for constant improvement – we are not afraid to try new things like promotions, live TV broadcasts, skates and skirts, etc. 2. What has made hockey work in Knoxville? b. To make it work here you have to focus on providing entertainment first and hockey second. It also has to be affordable able as well. People are looking to come out and have a good time. If they enjoy themselves, they will be back. 3. If given the chance to grow, how could an NCAA sponsored hockey team do at UT? c. With a powerhouse like UT, the money and brand will be there and if they are able to include our promotional elements, they will flourish. 4. If exposed to the sport, do you see Vols fans latching on? d. You and I know the game itself is the best game on the planet and I think if fans start experiencing the game, they will start gravitating to the team and the sport.
Dave Feather has helped guide the Ice Bears to success in Knoxville, and fully believe that same success could be seen by an NCAA Ice Hockey team at UT. The Ice Bears play at Knoxville Civic Coliseum, which would be a perfect place for our hockey team to get its start.

iii. Budgeting- How Could This Fit In?
Here at the University of Tennessee, we have one of the largest athletic budgets in the country, topping $100 million annually. In recent years, the amount of money coming into the department is not covering the amount going out. Last year, UT Athletics took in $106.5 million in revenues, but had expenses of $110.5 million dollars, resulting in a deficit of $4 million (UTsports.com). Can we afford to add another program to our budget? I believe that we can. This deficit in the budget can mostly be attributed to the fact that our football team has seen little success over the past couple of years. Football is what drives our athletic department, and when it is down, everyone is down. In 2010, before the football team hit rock bottom, our athletic department saw a budget surplus of $4 million dollars (govolsextra.com). This shows that we, as an athletic department, usually see more money coming in than going out, and once our football returns to prominence, which is believe is sooner than later, the money will begin to pour in once again. How much would a hockey team cost? The answer to this question cannot be known exactly, but looking at the hockey team at the University of Alabama-Huntsville (UAH) could shed some light. As the only NCAA hockey program in the south, UAH has annual hockey budget of around $1.5 million dollars, with $650,000 being funded by the school, and the remaining $850,000 by other sources (including ticket sales, corporate sponsorship, fundraising, etc.)(saveuahhockey.com). I think this is something the school can definitely afford, and even go beyond that amount of money. When we can get back to having a surplus of money rather than a deficit, a hockey program is something that can certainly be affordable.

III. Conclusion and Recommendations

There is no denying it: hockey is growing across the Southern US. More young children are choosing hockey over other sports than ever before, yet there is only one NCAA Ice Hockey program in this region: the UAH Chargers. This athletic program has nowhere near the passion, tradition, and history of the Tennessee Volunteers. The citizens of Knoxville bleed orange, and slowly they are becoming hockey fans, too, as evident by the success of the Knoxville Ice Bears. Our students here at Tennessee will support a hockey team, as will the citizens of this town. Although our athletic budget has taken a beating lately, the worst is behind us, and we will start to become very profitable again. The Volunteers are not just a team name, they are a brand, and many around the world recognize and embrace this brand. UAH and the Ice Bears have laid down the groundwork for making NCAA hockey work in the South and for making hockey work in Knoxville. Let’s use these two blueprints to formulate our plan for success and bring NCAA Ice Hockey to the University of Tennessee!
I recommend that after reading this report you look into some of the point I have made. Although this is all just preliminary research, my results show that this is something that can really be done. As for students, I recommend that you continue to support your Volunteers on all playing fields and that you give the sport of hockey a chance. It combines the speed, continuous action, awareness, finesse, and athleticism into one great event, not to mention you may see a fight or two (in the professional ranks). If we all work together, we can take the Volunteer tradition and success onto the ice!
Sources:
1. Primary Sources: a. Interview with Dave Feather, Knoxville Ice Bears Assistant GM b. Survey sent out to fellow students. 2. Secondary Sources: c. "Raw Numbers: Hockey’s Growth in the United States — 1990-2010." Unitedstatesofhockey.com. N.p., 23 2011. Web. 7 Dec 2012. <http://unitedstatesofhockey.com/2011/05/23/raw-numbers-hockeys-growth-in-the-united-states-1990-2009/>. d. . "UT Athletics Provides Financial Update ." Utsports.com. N.p., 27 2012. Web. 7 Dec 2012. <http://www.utsports.com/genrel/082712aab.html>. e. Napier, Michael. "DR. ALTENKIRCH OUTLINES HOCKEY BUDGET EXPECTATIONS." saveuahhockey.com. N.p., 18 2012. Web. 7 Dec 2012. f. "UT athletic budget shows $4 million surplus ." govolsextra.com. N.p., 13 2010. Web. 7 Dec 2012. <http://www.govolsxtra.com/news/2010/nov/13/ut-athletic-budget-shows-4-million-surplus/>