#001 Joe Napoli - Toledo Walleye

President & CEO Joe Napoli joins host Brad Rieger to discuss the creation of the Toledo Walleye, popularity of hockey in the Toledo area, and the importance of the fan experience at every game.

Transcript

Brad 0:12

Hello everyone and welcome. I'm Brad Rieger, and I have the privilege of being the host of this new podcast. The format we'll be using will be an interview structure where we will feature people from various roles, from a wide variety of roles, be players, coaches, staff members, and community partners, and all of them make it happen for the Pluto Mud Hens, the Pluto Walleye, and Hensville. And our hope is that through these conversations to give you a glimpse into the human aspects and the behind-the-scenes activities of the organization. And for this first episode, it seems appropriate that we have someone who, as our first guest, someone who has been instrumental in elevating minor league sports and the quality of life in the Toledo region. And it's my privilege to sit across from the president and CEO of the Little Mud Hens and the Walleye and Hensville, Joe Napoli. Joe, welcome.

Joe 1:13

Yeah, thank you for having me. Thanks for kicking us off here. I I thought it was because everyone else had turned you down. So we had to kick it off with someone. Right.

Brad 1:23

So Joe, we could uh given your role, you have a great team in place that does great things for plans uh for for the fans and for um uh players and coaches, but you oversee everything. So we could enter into any aspect of the operation. But since we're in the middle of a very exciting hockey season, why don't we uh kick off uh talking about the walleye? Sounds good. But when you're at a game at the Huntington Center, Joe, and you see that sold-out arena, what what goes through your mind?

Joe 1:54

Yeah. It's um, you know, when we first started, we uh we contemplated how do we persuade families to come and experience hockey in Toledo? And uh it was a resounding no from families in the beginning. It was we um uh mom and dad said, we'll come and sample it uh without the kids. Uh and I I think now the the first thing that I notice is the number of children running around the building. So um they've embraced hockey in Toledo. The our our team does an excellent job, uh meaning player staff, front office staff in making uh hockey a very welcoming environment for families. And that's why it's our number one demo now, and children everywhere, and the laughter that comes with uh the spike and catrick visits and all the special promotions and events uh really um really is very meaningful and very satisfying.

Brad 2:57

And the um the bond between the walleye and the fan base. Yeah, and that's really been even before then with the storm and the gold acres. Why do you think that exists?

Joe 3:07

Yeah. So it, you know, it's it's uh it's it's interesting. So the Mudhens and Walleye both enjoy uh a very uh intense fan base, uh, very interested in both of the teams. But believe it or not, it's only about 20% of the attendees for both teams. And uh, but they're very into it, uh, wear their colors on their chests and on their sleeves. Uh the the baseball fan is a little bit more subdued, um, and the uh the hockey fan is super intense. So it's uh totally different experiences, both extremely enjoyable for different reasons. Um, but it's been it's been wonderful. And and hockey has been in town for uh probably 60 or 70 years, uh baseball about 125. So they both have that longevity.

Brad 4:03

When you're at the Huntington Center at one of the games, give us an idea what you're doing as the president and CEO.

Joe 4:08

Yeah, not much anymore. So we you know entertain sponsors and clients. Um Neil Newcomb, Eric Gibson run the day-to-day operations. They're the COOs for the two clubs. Uh they um, you know, they show up as almost like the you know, the undercover bosses, um taking a look from that uh little bit of a distance to see how we can improve things, things that are going well, how we can do even better. Uh, but that's really more the role any any longer is to make sure that we're doing, you know, delivering that amazing or fanatical experience that that has become the hallmark of the company. Yeah. Really want that to go extremely well and make sure that we're not missing a beat. Yeah.

Brad 4:55

We're gonna talk about that fan experience. But can you uh outline, Joe, just the affiliation with the Red Wings and with the Griffins and Grand Rapids?

Joe 5:05

Yeah, so um in minor league hockey, it's a little different than minor pro baseball. Uh the the affiliation agreements are one-to-one. So we have an affiliation agreement directly with the Red Wings. The contract is between the two organizations. And the Red Wings will provide us with maybe a handful of players each year. Um usually uh goaltenders, typically a goaltender, perhaps two. Uh, you know, D-man, offense, uh, you know, forward, uh a centerman. Um, but that's about it. Uh uh on the baseball side, it's the entire roster. Wow. Yeah.

Brad 5:46

And the um this idea of developing players, right? But also trying to maintain a competitive team and going for championships. How do you how do you balance that?

Joe 5:58

Yeah, that's the coaching staff's uh responsibilities and and they they happen to do it extremely well. So what we learned probably uh seven, eight years ago when we hired uh Derek Lalone, uh Derek really changed the culture. And the culture today is one in which when when we do our exit interviews with the players, they always talk about how there's no better place to play in minor pro hockey than Toledo. And and we say, you mean in the ECHL? And they're like, no, minor pro hockey, AHL, ECHL, SPHL, whatever you say is the are the real key pieces that for them to say that. I I think it's because they realize that we we do care about uh their progress. So when they get promoted, we're very excited for them. So if they get promoted to AAA, but but in addition to that, um we treat them like professionals, we treat them uh we want them to have the best of everything that we can afford to provide so they have a great experience, and then that leads to excellent performance, you know, no different than the front office team and our seasonal employees. Yeah.

Brad 7:16

I know there's other people making decisions on on players, but what do you value in players and even the coaches that yeah?

Joe 7:22

So we we go through a very thorough process with the coaches. The coaches definitely have to meet our cultural standards. And um we we it's it's interesting. We we send, we told the coaches uh each of the three rounds that we go through with them that we're gonna send you a list of questions, and it's 20 questions. It's really like 60 or 70 questions questions subject of each question. And and Pat Mikish was teasing us about that when we were, he goes, This isn't 20 questions, this is like 60. And we're all called you out. Yeah, and then he said, and there are a couple in there that are repeated, and we we said, Well, actually, we want to make sure you're reading them. So but we we overemphasize, I shouldn't say overemphasize, we emphasize the culture, we emphasize how they will manage the individuals that make up their team, who they would recruit, how they handle um stressful situations, how they handle uh certain behaviors in the locker room, or not only in the locker room, but outside in the community. And that's important for us because most, if not all of the coaches we interview can do the X's and O's, you know, without a problem. So the the cultural aspect and then how they blend in with community, how they blend in with our front office critical.

Brad 8:49

Can you give us an example of one of those cultural kind of non-negotiables?

Joe 8:54

Yeah, so so we've had players in the past, as an example, who are extremely talented, um, but honestly, not very good teammates. Sure. So when that question comes up, it's usually telling what a coach will do. We've had coaches say that, hey, we'll struggle through it, we'll keep that guy on the club. The last three coaches said absolutely not. You know, Dan, Derek, Dan, Pat. That person's not going to be on our team. And uh because it's it's it's critically important that you can't have a selfish quote unquote team leader in your locker room because they're not team leaders.

Brad 9:34

There's an emphasis on the chemistry, totally.

Joe 9:37

And it's difficult to manage, yeah uh very hard to manage. Um, that's not to say that uh someone that meets that profile uh isn't work, you know, they they attempt to work with those uh that athlete first. Sure. Um coach them up. Yeah, coach them up. Some don't come around. Yeah, yeah, it's unfortunate. Um but that that's one of the questions. There are many others that we dive a little deeper into and is really fascinating as to how some coaches make their decisions, sure, yeah, and execute those decisions, yes, yeah.

Brad 10:17

The Huntington Center, uh-huh, a premier venue, yeah, uh opened in October of 2009. Yep, yeah. What were some of the design factors that were put into uh the Huntington Center that makes it so yeah uh player and fan friendly?

Joe 10:34

Yeah, you know, it's interesting when we when we uh worked on designing fifth, third field and then did the same with the arena with Huntington Center, um, we were surprised by how many organizations didn't ask the fan base, didn't ask the people who work in the building, uh, and did not ask um uh the athletes and the coaches. So we asked everyone for input. And uh the the design is is really the summary of all of this input. Uh all of the little things that came up in those conversations that we per probably would not have considered uh that ended up becoming part of the design. And it's I think it's like any other lesson you learn in life. Uh, you know, as you gather information, as you talk to people, you don't necessarily incorporate every idea, but you'd be shocked as to how often uh people provide excellent information that you you decide to take action.

Brad 11:42

What have you gotten the most feedback about the arena as far as the experience? Like, man, this is great.

Joe 11:48

Yeah, so everyone wanted to be close to the action, and in some arenas that that's not possible, or they designed it in a way where the seating bowl uh isn't close to the to the stage or the ice or the field. Uh, and that's why the club level is built the way it is with the overhang. So it brings you closer to the ice. You almost feel like you're sitting in an old-fashioned theater balcony. Um the concourses, the uh the 360 concourse, uh, the viewing areas from the concourse level, on both the suite level and uh the main concourse, um, the shopping environment for the swamp shop. You know, all of those things were were cut, you know, fan features that uh people commented on, strongly had a strong desire for. They didn't want the plastic seats that you have in some buildings. Right. Uh so uh that was an added expense, well worth it. Um, you know, you you you you try to build these buildings with 30 to 50 years in mind. Um major cities, it's incredible. They'll build these billion-dollar buildings and then turn them over in 10 years. But we we couldn't afford to do that here.

Brad 13:05

Well, Huntington Center looks brand new. So does Fifth Third Field. So um really nice job on the design and the upkeep for sure. I appreciate that. Yeah. Um, but and but also uh Huntington Center, there's other things that go on there besides hockey. So you have to navigate concerts and monster truck things. That's right. Um other aspects.

Joe 13:24

Yeah, that's uh that's our uh partners. Um uh the Legends Group uh operates all the the building for all the concerts and shows and all the family shows, and they do a really nice job. Um uh they do that throughout the country, so they really have it down pat.

Brad 13:42

And the fan experience, you mentioned that, and that's an umbrella um point of emphasis for the organization. Yeah. Can you give an idea of the level of thought and preparation that goes into a game night hockey game?

Joe 13:59

Yeah, yeah. I mean, we sweat every detail. So if if there's a a fan touch point, we talk about it. So we have a whole learning map exercise, uh, route uh learning helped us develop it about 20 years ago. Um, we've enhanced it, uh, including you know, the Mudhens, the Hensville and the Walley experience. And we talk about every touch point and how we want to we want to deliver that exceptional fan experience. No matter the age, no matter who created the issue or the or made the mistake, uh we own it all. And we want uh you know the fan to leave the building satisfied, happy, um, willing to tell the story. And and we we we get our share of bizarre situations and and um uh fan-created issues that uh we solve for. And uh, you know, it's not a matter of uh saying, okay, well, we didn't create that problem. You did, like the fan who shows up you know to a game on the wrong date or wants to return uh you know the jersey that's 10 years old. We just do it. And and there's there's a lot of power and uh passion behind that because that fan ends up telling everyone, and people are startled by it, uh, but appreciative of it. Right.

Brad 15:24

So is there any behind the scenes detail that people would be surprised to know about? Any aspect of the game day experience?

Joe 15:33

Yeah, the the the amount of the number of people and the amount of effort that goes into it. So our you know, our special events and promotions and fanatical training and uh our ushers, ticket takers all go through that training program. Um and it's you know constantly revisited to make sure that it's uh updated, it meets uh the ever-changing customer or fan expectations. Uh a lot more work goes into that than I think anyone could imagine.

Brad 16:03

Yeah. And finally, what what do you see down the road for what are you excited about in terms of the walleye possibilities of the future?

Joe 16:12

Yeah. Um well, our our special event and experience team, they're they're coming up with some novel ways, you know, novel places to play hockey. So wouldn't be surprised if we're you know we're we're uh hosting another outdoor game soon at at Fifth Third Field. Um they have some other really unique applications for hockey. It might be um they called it cosmic baseball, where we turned out all the lights and played baseball uh with the infrared lighting and uh glow sticks and glow uniforms. I think they're contemplating that. And then last but not least, uh, you know, we really do want to win a Kelly Cup as uh you know the walleye are desperately and uh want that championship trophy. So uh hopefully that'll come uh within uh you know short term. That's right.

Brad 17:08

Yeah well Joe, thanks for spending some time and talking about that little walleye. We're gonna have you back because we've got to talk about the mud heads and some other community things if you come back. Yep. We'll do. Thank you for joining us, and we'll see you next time.