Tali Campbell admits he's only going to get busier over the next three years.
Today, Oct. 19, the general manager and vice-president of the Coquitlam Express was given a three-year extension to his contract, ensuring he can continue the work he started when he joined the BC Hockey League (BCHL) team three years ago with a mandate from its new owner, Fayaz Manji, to solidify its position in the community.
"Tali's track record and genuine passion for the sport have been a driving force behind the team’s recent accomplishments," said Manji in a news release.
"The decision to extend [his] contract reflects our high level of confidence in his abilities and vision for the Express."
Coming from previous gigs with the Nanaimo Clippers and Alberni Valley Bulldogs, where the junior hockey team was pretty much the only game in town when it came to family sports entertainment, Campbell said he knew the challenge ahead of him to put the Express top of mind in the busy suburbs of Vancouver would be formidable. Add in a pandemic and last summer's decision by the BCHL to bolt from Hockey Canada and operate independently, and it's been a bit of a trial by fire.
"It's been incredibly thrilling but there's been some very scary moments taking on a team that historically hasn't been the greatest in attendance or community connection," Campbell told the Tri-City News.
Turning those elements around, while rebuilding the on-ice product that won the league's regular season in 2019-20 but was then denied its chance at playoff glory by the COVID-19 pandemic, has been all about laying foundations, said Campbell, who was just 25 when he took charge of the Express.
That's meant expending a lot time and energy building relationships with minor hockey groups and schools, representing the organization at community events, beating the bushes for partnerships and sponsorships.
"The community outreach part is critical to success," Campbell said, adding the other part of the equation is creating an environment attractive to top players.
While that can be as simple to achieve as renovations to the dressing room or adding a video board, both of which the Express accomplished this past off-season, it also requires careful attention to their whole experience when they decide to sign with the team.
Since joining the Express, Campbell has initiated programs to take better care of players' physical, mental and emotional well-being, reforged connections with the team's alumni like retired NHLer Kyle Turris and even bolstered an environment of acceptance by becoming the first BCHL team to host a Pride night.
"We can't forget that we're playing a role in key moments of these guys' lives as they grow up," Campbell said. "The things we do as an organization really impact them."
Still, challenges remain.
Attendance for Express home games at the Poirier Sport and Leisure Complex has improved, especially for showcase nights like jersey retirements or awareness events like its special games for breast cancer and autism, but consistently big crowds have yet to be achieved.
And the league's new independent status which gives teams the ability to recruit players from across North America and even Europe has put extra pressure on its network of volunteer scouts.
Campbell said new in-game features like a live music stage, prize giveaways and its birthday and corporate zones are designed to move the attendance needle, but the latter is all about keeping his nose to the grindstone.
"The job of recruiting players has gotten 10 time harder," he said, adding he's already reviewing video and having conversations with players who wouldn't be potentially joining the team until next year.
Without the structure of Hockey Canada, the stakes are also higher, Campbell said.
The budget required to run a BCHL team has increased substantially as the league has imposed expectations for the player experience and teams have had to create their own network of independent affiliates where younger players can continue to develop. It's also weaning itself from a player-pay model.
"The league is incredibly competitive now," Campbell said. "You make mistakes and it can be costly."
Upcoming games
The Express host the Powell River Kings Friday, Oct. 20, 7 p.m. at Poirier. It's the team's last home game until Nov. 3.
Next week, all BCHL teams will be in Seattle for the league's annual showcase of games for scouts and recruiters.
On Oct. 23, Coquitlam plays Vernon at 7 p.m. and they'll face the Merritt Centennials at 10:30 a.m. on Oct. 26. The games will be available on the FloHockey streaming platform.
