Ottawa's professional lacrosse team strives to maintain its presence by fostering strong community connections
The Ottawa Black Bears barrel into town as the epitome of hope for Jeff Hartley, president of Gloucester Lacrosse Association, breathing new life into a sputtering sport threatened by hockey and soccer's year-round reign, and changing demographics. With the Black Bears taking over from the New York Riptide post-2023-24 season, Hartley saw this as a chance to save local lacrosse and inspire a new generation of enthusiasts.
As the Black Bears near the end of their initial season in the National Lacrosse League, they've made a splash both on the floor and at the box office, tussling for a playoff spot alongside two other teams. With just one game left against the Saskatchewan Rush in Saskatoon on Saturday, the Black Bears could finish the season with a record of 9-9, securing a playoff berth, or squeeze into the postseason through other games' outcomes. In any case, this freshman team has left a promising impression.
Ottawa has a history of failed NLL franchises and emerging professional teams; however, the Black Bears have taken a proactive approach to prevent that fate by centering their marketing strategy around community involvement with minor lacrosse associations. "We're a professional sport, but we're a smaller one by nature," explains Chelsea McDermott, the team's vice-president of business operations, comparing the NLL to the National Hockey League. "We need to make sure we're embracing our community."
The success of this strategy is evident in ticket sales, with the team averaging over 5,000 fans per game—surpassing their target of 4,000. The Black Bears have more season ticketholders than the Riptide's average game attendance, suggesting a solid fan base.
The Black Bears offer a one-of-a-kind in-game experience, filled with upbeat music, frequent cheer prompts, cheerleading performances, bear claw mitts, and themed games like St. Patrick's Day and Every Child Matters night. Also, their partnership with the Ottawa Senators enhances their reach to an eager audience of hockey fans.
The Black Bears' decision to base operations in Kanata seems to have no adverse effect on attendance, with the Senators looking into a downtown arena solution in the near future. Team executives like Rich Lisk, GF Sports executive vice-president, say the strength of Ottawa's lacrosse community, including organizations like Hartley's GLA, was a crucial factor in choosing to relocate to Ottawa.
The landscape has significantly improved since the last NLL team, the Ottawa Rebel, were in town from 2001 to 2003. With more young, locally born players appearing on NLL rosters, coupled with the Black Bears' community marketing efforts, the future of lacrosse in the region looks bright.
The Black Bears' community outreach aims to cultivate the next wave of lacrosse stars while fostering a sense of belonging and camaraderie. Half of their games are assigned to minor lacrosse associations, who are given links to sell tickets, with proceeds supporting the lacrosse associations. At halftime, youth players from these associations often demonstrate their skills on the Black Bears' field.
Despite some teams facing registration challenges—like the Gloucester Griffins with only 298 players registered last season—others, such as the Nepean Knights, thrive, with over 600 players registered for the upcoming season.
Lacrosse enthusiast Matt Tenute, who has been playing the sport since age three, praised the Black Bears for their community engagement and growing popularity in the Ottawa area. The Black Bears have hosted development clinics with local associations and celebrate Indigenous heritage through events like Indigenous vendors tables, Indigenous team visibility, and special events like the "Every Child Matters" night.
The team's inclusivity and engagement with Indigenous communities are essential to their approach. Regular communication with Mohawk communities and invitations to nearby Algonquin communities help strengthen local bonds and signify mutual respect. Cody Jamieson, the first Indigenous player and only the 17th to score 1,000 points in the league, embodies the Black Bears' connection to the sport's roots.
In the words of Lisk, "if we can do that right off the bat here in Ottawa, it'll set us off on a good foot." The Black Bears' focus on community involvement has undeniably laid a strong foundation for their success in the National Lacrosse League.
- Jeff Hartley, the president of Gloucester Lacrosse Association, sees the Ottawa Black Bears as a beacon of hope, aiming to revive a struggling local lacrosse scene overshadowed by hockey and soccer.
- The Black Bears, as they approach the end of their first season, find themselves competing for playoff spots alongside other teams, with a potential record of 9-9 or qualifying through other games' outcomes.
- Chelsea McDermott, the team's vice-president of business operations, emphasizes the importance of community involvement in the Black Bears' marketing strategy, given the smaller scale of professional lacrosse compared to sports like hockey.
- The Black Bears' approach has proven successful, with average ticket sales exceeding 5,000 fans per game, surpassing the target of 4,000, and a fan base larger than the Riptide's average game attendance.
- The Black Bears offer an engaging in-game experience, featuring music, cheer prompts, cheerleading performances, bear claw mitts, themed nights, and partnerships with other teams like the Ottawa Senators.
- Despite the Senators' plans for a downtown arena, the Black Bears' decision to base operations in Kanata doesn't seem to impact attendance negatively.
- The landscape of lacrosse in Ottawa has improved significantly since the last NLL team, with more young, locally born players and the Black Bears' community outreach efforts.
- The Black Bears aim to cultivate the next wave of lacrosse stars while fostering a sense of belonging and camaraderie, involving minor lacrosse associations in half of their games, with proceeds supporting these associations.
- Matt Tenute, a long-time lacrosse player, commends the Black Bears for their community engagement, inclusivity, and celebration of Indigenous heritage, such as the "Every Child Matters" night and collaborations with Indigenous communities.
