It's a Beaut!
The inaugural season of Da Beauty League was a hit with players and fans this summer at Braemar Arena
By Pete Waggoner
Da Beauty League was more than a low-key 4-on-4 summer training league for NHL and college players looking to stay in shape during the offseason. In fact, it became a well-oiled machine. Founder Ben Hankinson of Octagon Hockey created a league that featured 49 players who have played in the NHL, and six teams that competed on Tuesday and Thursday nights at Braemar Arena in Edina, Minn., this summer.
Da Beauty League spawned a cult fan following that included buses descending on Braemar Arena from as far away as Alexandria and Duluth. As the season drew to a close, not only the players benefitted from the experience, but the fans and the United Heroes League (formerly known as Defending the Blueline) paid dividends as well.
The league had been in the discussion phase with Hankinson and his team from Octagon that represent a large number of hockey players in the area and have offices throughout the world. One of the things his group does beyond negotiating contracts, endorsements, and playing arrangements for players is keep them in condition during the offseason. The league was something that Hankinson wanted to put in play over the years and this year seemed like the right time for the pieces to fall in place. There is plenty that goes into executing the league, yet Hankinson’s team got it done.
“For years we have been talking about all the talent here in Minnesota, not only that were born and raised and bred here, but that come back and skate,” Hankinson said. “It’s amazing, not just the Wild players but the other players that come back here and live in the offseason. I have been thinking about it, talking about it for years and finally, I just reacted on it. That meant we put everything in place for six teams, how to do it, when to play, where to play, the locker rooms, the sponsorships, getting full refs, jerseys, logo pucks, everything from A-to-Z. Starting a mini-league is a lot bigger deal than we had anticipated and a lot of work, but it’s fun.”
The net result was high-level hockey that drew large crowds each night. In the previous decades, a shinny league with 5-minute shifts consisting of a slow pace were the norm. Not today, as players are preparing for the Word Cup of Hockey, NHL training camps, World Junior tryouts and the upcoming college season, and are expected to be in game shape when reporting.
Having a high-end venue, a lot of fans and the trappings of a professional experience all were key elements to providing a competitive spirit to the games that certainly benefited the players as much as the fans.
“All you really need is a scoreboard for them and throw sticks in the middle and they divide up,” Hankinson said. “But you have to organize it and it has to be professional. What we wanted to do was to get the fans out there to see these guys compete. They don’t compete like it is in the winter. Honestly, it’s pretty close. It’s not playoff hockey, but they are going hard. It’s so competitive.”
When asked how the fan base has developed and the energy that surrounded the environment developed, a humble Hankinson suggested it grew a life of it’s own
“I’m not trying that hard. I push off media requests and there are cameras coming down all the time and I don’t mean to be a jerk. Kids getting autographs is awesome. When you have kids down there and you have Zach Parise, Nick Bjugstad, Dustin Byfuglien, Ryan McDonagh, guys like that signing for 20 minutes, it’s really awesome.”
The players have kept the games honest as well.
“These guys are getting mad when someone is on the ice for more than a minute,” Hankinson said. “They’re beaking each other to get off the ice, not picking up a back checker. These guys monitor themselves. There’s two college refs out there every game, you’ve got a great PA guy, 12 people working every game. It’s getting out of the way and letting those guys have fun.”
Proceeds that were earned beyond the costs of running the league benefited the United Heroes League that gives families from the military assistance in the costs of participating in sports and activities. It may be equipment from an equipment drive or financial help in attending camps and clinics. A number of players, such as Matt Hendricks, are involved in the organization at the board level and the effort is important to them.
When looking ahead to next year and asked what he would improve on, it Hankinson said he’ll keep it simple. “The fine line of having fun and making it accessible and fun.”
He achieved that this past summer.
