We are seeing so much growth in women in sports and awareness of female sports viewers. How are you working to bring new audiences to hockey and to elevate audiences that have been there, maybe at the margins, for years?‍

Today it is a misconception that women and people of color are at the edges of hockey fandom.  As a matter of fact, about half of the NHL’s fan base are either women, or men or women of color — and both are growing segments over the last decade.  We are designing our work to recognize and celebrate the great diversity that already exists in the game, while being intentional and authentic about how we reach communities with high growth potential.  There is no singular way we deepen someone’s engagement with the NHL — but we know the recipe involves creating relevance to their lives, providing insider access and inclusive environments, displaying representation so fans can see themselves, and doing what hockey has always done best — forming a bond that brings community together through shared experiences and values regardless of their race, gender, orientation, nationality of other identifying characteristics.  

What growth strategies are you finding to be particularly effective?

Our strategy really starts with listening to and speaking with members of each community segment, which has become our bridge to understanding the types of initiatives that will be effective.  Broadly speaking, we have been working to make the sport more culturally relevant — that means finding our connection points into music, food, fashion, arts and other areas of culture where we can expose the game in a new light to a new group of people.  Locally, we recognize this effort is grassroots and somewhat targeted, in that certain NHL markets may have higher density populations of Asian, Black, Hispanic, Indigenous or other communities — all with sub-layers of nationalities, nuances and traditions — that need to be understood and respected.  And so with our Clubs, we are doing that hard work, and believe that the dividends will come, from a fan growth standpoint, when these communities sense our genuine desire to include them as part of the hockey family.  

You have a very public role and that involves some criticism of your approach — as anyone in visible leadership roles experiences. How do you manage and continue your work in the face of unfair criticism?

Visible leadership calls for courage and conviction. I’m fortunate to have grown up with many excellent models of courageous leadership who taught me that critics may seek to undermine your achievements, but not to let criticism discourage me.

Do you have one secret to your success?

Authentically living my life with passion and purpose. Always.

Who is a woman you admire?

I admire my friend Sheila Johnson, Co-founder of BET and CEO of Salamander Hotels & Resorts. Sheila is a businesswoman, philanthropist, and co-founder of BET, the first black-owned television network in the United States. She is also the founder of Salamander Hotels & Resorts, a luxury hotel and resort company. Sheila has been recognized for her contributions to the arts and to women's sports. She is a powerful advocate for the importance of diversity in business and has been actively involved in initiatives to promote entrepreneurship and economic empowerment for underrepresented communities.

What’s one thing you can’t live without?

One thing I can’t live without is my family support system -- my husband of 40 years, two adult children, two grandsons and close friend network. They keep me grounded, purpose-driven and focused on the things that really matter.

What is one big trend you’re excited about in 2024?

Assumptions about what it means to be a particular age, gender, socio-economic category or career level aren’t useful to brands anymore. New mindsets are emerging which require organizations to be more fluid and more comfortable with ambiguity and change. For a “baby-boomer with a Gen-Z heart” these are exciting times!

‍