Benoit: All Ottawa Senators’ owners have confronted the small-market challenge

Bruce Firestone and Rod Bryden incurred tremendous losses; Eugene Melnyk poured personal millions in. Now it’s Michael Andlauer’s turn to see if he can make Ottawa’s NHL team thrive.

Published Dec 21, 2023 • Last updated 2 hours ago • 3 minute read

Mark Kastelic of the Ottawa Senators attempts to control the puck ahead of Michael Carcone of the Arizona Coyotes during the second period at Mullett Arena in Tempe, Ariz., earlier this week. Photo by Christian Petersen /GETTY IMAGES

For 30 seasons, generations of Ottawa Senators’ fans have cheered in the arena bowl while, in the bowels of the building, owner after owner has attempted to bring financial stability to the small-market franchise.

What a turbulent story of ownership for the team Bruce Firestone dreamed up; Rod Bryden built, only to lose; and Eugene Melnyk rescued from bankruptcy and for almost 20 years personally subsidized before passing it on to his daughters — who’ve now sold majority ownership to Michael Andlauer.

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Without Firestone, there would be no NHL team here, no Sens. Our first owner was also first to live under NHL “sportlights,” where every word is scrutinized, some sensationalized. Forever known as the one who brought back the Senators, Firestone had the gusto for big league membership but not the deep pockets. He gave Ottawa years of incredibly hard work, achieved his impossible dream, raised the city’s international profile — yet is now mostly forgotten.

Rod Bryden’s financial stick-handling — near magical — delivered a $250-million, world-class entertainment facility in Kanata. His legacy: the excitement enjoyed by millions of hockey fans and concert-goers. He nearly lost everything and Ottawa almost lost its franchise.

Eugene Melnyk saved the bankrupt team. Season after season, he covered losses in the millions before publicly venting his frustrations, issuing an ill-advised threat to move the Senators elsewhere. In emotionally charged pro sports, fans literally feel the team belongs to them, which makes it difficult to appreciate the pressures associated with bankrolling so many millions. Even for some players, millionaires themselves, that’s difficult to fully grasp.

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Small-market owners skate on thin ice. They are seen as rich beyond all means by fans who want them to spend more but who also lament the price of parking, tickets and beer – even if Sens’ pricing pales in comparison to the NHL average. Our third, and longest-serving, owner became the object of fan pettiness for growing up a Leaf fan and for living the life of a billionaire which, most thankfully, he was. Cynics came to both boo his presence at one game, then critique his absence at the next.

Following his passing, Anna and Olivia Melnyk inherited the team. What they lack in experience, they make up for in sentimental attachment to the team they grew up with, the franchise their dad saved and dearly loved.

This year, in comes Michael Andlauer, our only owner with previous hockey experience. He has deep-enough pockets, having reportedly sold his stake in the Habs for $2.5 billion. He is obviously decisive; ask ex-GM Pierre Dorion or D.J. Smith. Evidently smart, he brought back Cyril Leeder, whose career stats show three decades of sound business leadership.

Andlauer’s low-key, accessible, everyday-man approach is sound, although improvised talks with reporters are where blunders and blind-side hits occur.

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There is hockey — and then there’s the business of hockey. Sure, Ottawa fans know the game, but owning an NHL team requires multidisciplinary business acumen they know little of and risk-taking on a scale most can’t even fathom. Like great goalies, great owners are a rare breed, with unique skills and often unique personalities.

Having purchased at full value the small-market Sens, Michael Andlauer will make our team his own. He will not exclusively reside here. He will have other interests and may even occasionally cheer for the Habs. And no, he’s not “from here.” And yes, the team will eventually move downtown.

Andlauer embarks on a mission to build a new Entertainment Mecca and a Stanley Cup contender, to revive both our downtown core and hockey fever. If he succeeds, our new majority owner might just become the best thing to ever happen to sports in Ottawa.

Laurent Benoit was director of media relations for the Ottawa Senators under both Bruce Firestone and Rod Bryden. He now teaches crisis communication and public relations at uOttawa and a local college. Opinions expressed are his own.