The NHL’s Hockey is for Everyone initiative is a league-wide program meant to help address the serious issues around the sport’s lack of diversity and inclusion. Over the past few years the initiative has gone from a month long program to a year-round way of thinking. It’s been stressed by the league as a major part of the NHL’s plans for growth.
The NHL and its clubs, have often used the Hockey is for Everyone tagline as a shorthand for all that they hope the sport actually stands for. As of now, it feels more aspirational than factual, but making the largely male and largely white space welcoming for other fans won’t be achieved overnight. With that in mind, every NHL team usually has a Hockey is for Everyone theme night. It sets a low bar for teams but its still something that some clubs, like the St. Louis Blues, have trouble clearing.
As first reported by Russian Machine, this year the Blues actually won’t even be in the building for their Hockey is for Everyone night. Instead, it will take place at Enterprise Arena while the Blues are playing the Washington Capitals in D.C. Billed as a “Hockey is for Everyone Celebration and Watch Party” the event will cost $10, with proceeds benefiting “participating organizations.” Usually, proceeds from HIFE nights have gone towards organizations that align with the initiative’s goals of supporting diversity and inclusion. It’s not clear where the funds generated from this event will be going. Also, as first reported by St. Louis Game Time, the Blues also chose to not host a Pride Night for the 2019-2020 season.
The St. Louis Blues have not responded to multiple attempts for comment about the cancelation of Pride Night and the HIFE watch party.
The Blues have 40 homes games this season, leaving ample opportunity for a Hockey is for Everyone event while their players and coaches are actually in the building. Here’s a list of all the theme nights the team did find space for during home games.
Nov. 1 vs. Columbus – Hockey Fights Cancer
Nov. 16 vs. Anaheim – Ladies Night Out
Nov. 21 vs. Calgary – Teacher Appreciation Night
Dec. 12 vs. Vegas – Barkin’ for the Blues
Dec. 18 vs. Edmonton – Love Your Melon
Jan. 9 vs. Buffalo – Star Wars Night
Feb. 4 vs. Carolina – Soccer Night
Feb. 18 vs. New Jersey – Rizzuto Night
Feb. 27 vs. NY Islanders – ’90s Night
Mar. 10 vs. Florida – Pink at the Rink
Mar. 15 vs. Ottawa – First Responders
Mar. 31 vs. Detroit – Cardinals Night
As ESPN’s Greg Wyshynski noted on Twitter, the Blues also found space for three nights dedicated to scouting.
I have no idea what the Blues are thinking with their approach to Hockey is for Everyone, but the effort required to integrate messaging about diversity and inclusion seems, if not minimal, then certainly of equal effort in regards to everything else the team has time to shepherd through.
Hosting a watch party during an away game doesn’t even come close to aligning with the spirit of the event. The Blues have also remained frustratingly tightlipped about the event, offering no explanation as to why they chose to promote one of the league’s core initiatives during an away game.
Often times, Hockey is for Everyone messaging feels like a performative action. The Blues “celebration and watch party” has turned it into a down right farce.
