It took five hours to return the phone call, but then Utah Grizzlies' president Tim Mouser is a busy guy. He's out pounding the pavement. He's holding meetings and lining up sponsors. What else? Servicing the zamboni, perhaps. He's been known, on several occasions, to tend goal in practice when they were short on bodies.
"I've been running around going crazy," explained Mouser.He wouldn't have it any other way. As president of a minor league hockey team, he wears a lot of hats. He markets. He promotes. He directs. He's the front office equivalent of a Swiss Army knife.
As such, Mouser knows an opportunity when he sees it. Opportunity came knocking this fall when the NBA season went south. Mouser pounced like a left wing going for an open-net goal. He's hoping to entice more Utah sports fans to experience the joys of body checks and face-offs.
Mouser isn't naive enough to believe the Jazz aren't the biggest show in town. He knows he's not going to steal their fans. All he wants is to share the wealth. Let the people paying $75 a ticket at Jazz games know there's something out there besides belt-high dribbles and frozen-rope jumpers.
"I guarantee the minute the Delta Center doors open, all will be forgiven and everyone will run back with their purple and white shirts and welcome (the Jazz) with open arms," said Mouser. "And that's wonderful. But if I can expose some people to hockey and the E Center, I'm ahead. I'm not kidding myself into thinking fans won't go back to the Jazz. Utah is one market that doesn't think twice about it, because it is the Jazz and they have a special place in everyone's hearts. If they do well, I'm one of the guys who will put the Jazz on the marquee and write good luck. Because even if they get 19-thousand-whatever (fans) in their building, there's still over a million people wandering around this valley looking for something to do. If I can get my 10,000 I'm more than happy."
In that light, Mouser has launched a preemptive strike. He ran a promotion in which John Stockton drove the zamboni during the break, much to the delight of the crowd. The ad said: "You want Stockton? We've got Stockton!" The Jazz guard thought it was cool and his kids thought it was waaaaay cool. The Grizzlies have also promoted themselves with ads that say that hockey, too, has fouls, blocked shots, assists etc. Catch 'em live at the E Center.
Since the Jazz aren't playing, why not just borrow some of their fans?
"I want the marginal guy," said Mouser. "The guy who doesn't know he's a hockey fan. People need to see it. It's like saying I don't know if I like the theater if I've never been there."
Other than their losing record, the Grizzlies make a good case. For the price of taking your kid to a Jazz game, the whole neighborhood can see the Grizz. A decent seat will set you back $8. It costs that much to park at a Jazz game. It's nearly as cheap as a movie -- and you don't have to whisper.
Mouser knows with hockey, it's what he's marketing, not whom. Fans come to the Delta Center to see Malone, Stockton, O'Neal, Jordan and Ewing. They come to the E center to see hard skating, jarring body checks and -- face it -- maybe a fight. With the Grizz, it's not whether they win or lose but how much action occurs. A lot of fans go home not knowing the opponent. Fine by Mouser.
"I don't know a single player who plays for Kalamazoo (Michigan), and I'm president of the Grizzlies. I don't expect fans to know either. But still, we'll get 8,000-9,000 people here to enjoy themselves. They're looking for entertainment, affordability and they want to be part of something."
Mouser's efforts haven't gone unnoticed. The Grizz are averaging 8,400 per game, including one sellout. Considering the team doesn't usually get large crowds until January -- due to competition from high school and college football and the holidays -- they're pleased. They're drawing 500 fans per night above last year. Those extras, he figures, are Jazz fans looking for a place to wait out the lockout. Media coverage has increased, due to extra space that would normally go to the Jazz.
"This article we're doing isn't going to happen if there's a basketball game," said Mouser. "But we're playing and it's cool and we want people to come and see it, and it's affordable."
A big test, however, is coming up. The Grizz have a seven-game home stand, starting Friday. If they can attract large crowds despite the holiday commitments, it should be a good season at the gate. In January the large crowds tend to come even if the Jazz are playing the same night.
Until then, the Grizz will take what they can get.
Will they ever out draw the Jazz? No. All Mouser wants is to make hockey fans out of some who don't know they are. And prove there really is life beyond Karl Malone.