Small Market Success

With hockey’s ever increasing cost, it’s nearly impossible for small markets to get in the game, let alone succeed. Unless, of course, you’re the Bellechasse Bucks. Since joining Quebec’s Senior AAA League in the Fall of 2024, the Bucks appear to have cracked the code by succeeding, and even trendsetting, in the league’s smallest market.

When it was first announced in Le Voix du Sud in June of 2023 that AAA hockey was coming to Saint-Anselme, everything seemed to make sense; the town was fresh off a wave of activity related to its attempt to win the annual Kraft Hockeyville competition, and nearby Saint-Romuald (Levis) had just entered the league. Most promising was that a legitimate ownership group was ready to prove that they were in it for the long haul. What didn’t seem to make sense was the town and its aging arena. 

Where???

Anyone wondering where Saint- Anselme is wouldn’t be alone. Just East of Levis is a vast expanse of farmland, forests and small villages that make up the Bellechasse RCM (county equivalent). In the Western portion, along route 277 lies Saint-Anselme with a population just over 4,000. This hardly seemed like a town that could support the game, especially considering its arena is a recreation center rink by current standards. 

Getting off the Ground

Getting support from the business community would be essential to success

The ownership group made a pair of bold moves right out of the gate. First, at the risk of losing the Hockeyville momentum, they announced that the team wouldn’t take to the ice until the Fall of 2024- a move that was necessary to complete arena repairs and upgrades, and secure additional funding. Next, as for that funding, they announced that they would not be using a title sponsor- something common (and necessary) to about half the teams in the league. Team officials specified that it would be critical to maintain local control of operations, including the team’s identity.

Brand Building

A goal stated in the Journal de Levis was to create a sense of belonging to Bellechasse, and put the region on the map. Without the title sponsor, the team started out simply as Senior AAA Bellechasse. A deer was included in the logo with blaze orange as a primary color in reference to the presence of hunting in the region's culture. Over the course of the initial season, the team would lean heavily into the region’s rural character with things like hunting themed jerseys, country music nights, and promotions with the region's largest line dancing bar. By the end of the year, “Bucks” was chosen as a name. Fans responded to the personalized strategy as well as an aggressive online marketing presence, routinely filling the small arena.

Success

Off ice, the team made headway right out of the gate and maintained it all season. The province’s largest senior hockey fan site credited the team with having the best game night atmosphere in the league. Locally the team would be a finalist for business of the year at the town’s annual gala, and finally, the team’s game night presence and community impact was enough to convince Promutuel Insurance to title sponsor the rink (not the building) for the next eight years.

On ice, the success didn’t come as fast. Year one ended with a last place finish in the standings. Not surprisingly, the team went to work retooling for year two. The team signed high profile local player Sammy Carbonneau as cornerstone of the roster. Next, a coaching change brought in former La Tuque bench boss Marc Simoneau just a year removed from a championship. Then came the draft where they were able to sign their 1st round pick Louis Dumais. The turnaround thus far has been dramatic. At the midpoint of their second season, the Bucks sit in second place in the East Division, and just two points out of first overall. 

No taking their foot off the gas. 

The Bucks wasted no time separating themselves from the pack with an aggressive media presence that included live radio broadcasts and being one of just three teams in the league with online merchandise sales. By year two, with the league entering a game of the night web casting deal with ApexLiveTV, the Bucks implemented a free YouTube platform for all home games that included multiple camera angles, replays, in game analysis and local commercials at intermission. Additionally, a kids club was launched, further finding ways to appeal to fans.

In all cases, the Bucks have been ahead of the pack when it comes to promotions and brand building. What’s left is to see how much further they continue to push their product in coming seasons. If years one and two are any indication, we can expect more innovation, progress and success regardless of the market size. 

Best Game Night Atmosphere in the League: Voix du Sud coverage of the Bucks filling their small but raucous arena.