Optimism runs high as QMJHL takes business trip to St. John's

Quebec Maritimes Junior Hockey League (QMJHL) officials were in St. John's on Friday to speak with corporate partners, ahead of a new era of elite-level hockey in Newfoundland and Labrador's capital city.

About 100 people turned up at the St. John's Convention Centre Friday morning to listen to what Karl Jahnke had to say about the league itself, and the return to the island.

"They seem excited about the product, they seem excited about Q hockey coming back and we're excited to be back," Jahnke, the QMJHL's director of marketing, told reporters.

The league's first stint in St. John's didn't last long. The Fog Devils had a short run at the Mary Brown's Centre — then known as Mile One — from 2005 until 2008 when the franchise moved to Montreal. 

But team and league officials say they're optimistic.

So far, the team has sold about 1,100 season tickets and veteran St. John's hockey executive Glen Stanford threw down the gauntlet: a goal to have the new club among the top three teams in the league in terms of attendance.

Jahnke says he thinks that can happen.

"I can see it. Just coming in last night, you can feel a buzz in the city, you can a feel a buzz this morning," he said. "There's a great arena just waiting to be played in."

Stanford says the support is there and there's data to back it up.

The Mary Brown's Centre seats 6,285. During the St. John's IceCaps era — a former American Hockey League franchise connected to both Winnipeg and Montreal's NHL teams — the team sold out every home game for three and a half years straight.

"The history is there and that's the challenge we put out to the community today," Stanford said. "Let's try and do it."

More to unveil

Ownership group SPS Entertainment is tight-lipped about what they'll name the team, and its colours. Rumours are swirling over whether the franchise will go with St. John's on its chest or follow the path of the now-defunct Newfoundland Growlers to represent the whole island. 

However, both Jahnke and Stanford say an announcement is coming within the next two weeks that will put those rumours to bed. 

Still, the team expects to make a splash in the community almost immediately. Fans should expect to see at least one local player on the roster to start the 2025 season and, Jahnke said, there's the likelihood the club will play some pre-season games in neighbouring communities outside of St. John's.

"It's important. I think all of our teams have a couple of kids that are from the local community. It just drives more passion, more interest, in the product," he said.

"There are no specific rules or regulations around that, but usually the teams recruit or have some form of representation locally on the team."

With 2025 freshly underway, the push begins to finalize details on the business side so the product is ready for next fall.

Jahnke says travel logistics to get teams on and off the island have already been ironed out, while Stanford says the franchise has to keep the momentum going leading up to the regular season to ensure suites are sold and ticket sales are as high as possible.

St. John's has a long-standing history with high-level hockey in the city since the St. John's Maple Leafs first planted the flag in 1991. 

The St. John's Fog Devils followed when the Leafs moved home to Ontario. After the Fog Devils came two versions of the St. John's IceCaps, both again tied to NHL parent clubs with ambitions to have their minor league clubs closer to home. From there came the Newfoundland Growlers of the ECHL, which folded before the end of last season due to business complications between ownership and the league.

"I just think it's the wrong impression that people have of our city, that teams have failed. Teams haven't failed, teams have moved on," said Stanford.

"We now have an opportunity with the junior team to keep it here forever. If it leaves, then it's our fault."

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