HOCKEY / LISA DILLMAN : It’s Too Early to Dismiss the Neutral Sites

Roy Mlakar, the Kings’ president, has been taking some heat for the league’s shiny, new experiment--neutral-site games designed to spread the gospel of the NHL. So, at least he was on the right track with his choice of words when he spoke about the struggling concept.

“You don’t judge the whole cake when it’s still being baked,” Mlakar said. “Let’s not talk about it when it’s still in the oven.”

Mlakar is the chief executive officer of MultiVision, which is King owner Bruce McNall’s marketing and public-relations company. MultiVision was selected in June--on short notice--to promote the league’s neutral-site games in 15 cities throughout North America.

After two games, some were questioning the value of MultiVision. Game 1, in Saskatoon, Canada, between the Minnesota North Stars and Calgary Flames, drew 8,783, about three-fourths of capacity. There was strong competition that night, however, from the attractive matchup of Quebec-Philadelphia on Canadian national TV, showcasing Eric Lindros’ first NHL game in Quebec.

Next, the game between Toronto and Ottawa in Hamilton, Canada, pulled in only 7,168, which is about 50% of capacity. That event went against the World Series, featuring the Toronto Blue Jays. And it didn’t help that there is a deep-seated resentment in Hamilton against Ottawa, the city that got an expansion franchise ahead of Hamilton.

That mistake was perhaps understandable, considering that the plan was so quickly thrown together last summer. But the lesson of Game 3 could have been avoided with some foresight.

It was Washington-Chicago at Indianapolis--Nov. 3, Election Day. There was one pretty decent conflict--the political fortunes of a certain local boy, Dan Quayle. With Quayle’s headquarters a few blocks away from Market Square Arena, only 8,792 showed up to watch the Capitals-Blackhawks.

It could only have been worse if the game had been played in Little Rock.

Even the Capitals’ team radio network took a bye, figuring Beltway listeners might want more than a few political updates during a hockey game.

Mlakar knew that game was doomed long before the puck was dropped. Now, he’s looking ahead, saying the worst is over.

“The bad month is behind us--thank God,” he said.

The neutral-site concept shouldn’t be judged on three of 24 games. Mlakar is expecting a sellout for the Kings-Canadiens on Dec. 8 in Phoenix and another good crowd for Los Angeles-Chicago on Dec. 1 in Milwaukee. Almost 13,000 tickets have been sold for the Milwaukee game.

Mlakar also said that 7,000 tickets were sold the first day of sales for the New York Ranger-Tampa Bay Lightning game on Dec. 9 in Miami, and that 9,000 have been sold for Edmonton and the New York Islanders on Dec. 13 at Oklahoma City.

Two suggestions: Schedule no more games in Hamilton and stay away from Election Days.

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The circus came to Chicago the other day, but it didn’t feature dancing elephants and trapeze artists.

Friday, Bill Wirtz, the Blackhawks’ owner, announced that General Manager Mike Keenan was leaving the organization because he missed coaching. Wirtz also indicated that another reason was Keenan’s demands for increased authority and said he offered Keenan a five-year, $2-million deal.

Keenan, who coached the Blackhawks to the Stanley Cup final last season, then held his own news conference on Monday and defended himself, saying he had been fired and certainly had not quit.

Apparently, Keenan and Wirtz had come to terms on money but not on job description. Thursday, Keenan was shocked by a phone call from Peter Wirtz, Bill’s brother, telling him he was fired.

There has been unrest in Chicago since the Cup final. Keenan gave the Kings permission to speak to then-assistant coach Darryl Sutter about their coaching vacancy. A day later, permission was rescinded by an angry Bob Pulford, the club’s senior vice president, and Bill Wirtz. Sutter never got on the plane to Los Angeles for the interview and was named the Blackhawks’ head coach, replacing Keenan.

Where Keenan will land is anyone’s guess. Evidently his payout from the Blackhawks decreases if he finds employment with another Norris Division team. Keenan might resurface--as coach, general manager or both--at Philadelphia, St. Louis, Detroit or Winnipeg.