Bringing on GM Kyle Dubas has been one of FSG's most high-profile moves to date with the Penguinsgetty images
Last month marked the two-year anniversary of Fenway Sports Group acquiring control of the Penguins and “much has changed” since FSG took over the franchise, according to Matt Vensel of the PITTSBURGH POST-GAZETTE. FSG “made major upgrades to PPG Paints Arena” and is “attempting to do the same in the area around the arena.” Dynamic ticket pricing has been a “boon for the team” and FSG purchased its own RSN last summer. The group also hired new team leadership including GM Kyle Dubas, CFO Mike Dillon and CRO Chris Zaber, along with holdovers CMO James Santilli and Chief Communications Officer Jennifer Bullano. FSG Chair Tom Werner discussed a variety of topics. Responses have been edited for brevity and clarity.
Q: What have you learned about the NHL, the Penguins and hockey fans here in Pittsburgh these last two years?
Werner: One of the things we love about the NHL is the competitive balance. We think the collective bargaining agreement is very healthy and good for the sport. At the same time, we felt that we needed to bring in new leadership and move forward on making some strategic decisions that will continue to strengthen the team.
Q: How has FSG learned to find that balance in terms of its engagement with the Penguins?
Werner: Everybody knows who we are. We had an off-the-record dinner with them before the season started. [FSG founder] John [Henry] and I were in Halifax for the preseason game that honored Sidney [Crosby] and the Penguins. You know, we don’t hang out in the locker room. But when it’s important, we do text with various players on the team. And I think I’ve got a very strong relationship with Sid and Pat Brisson, his agent.
Q: The team has changed its approach with ticket sales and game day revenues. What is Fenway Sports Group most proud of in this area?
Werner: [President of Business Operations] Kevin [Acklin] has been spearheading our upgrades inside the arena, in the community, letting us move forward with dynamic pricing. Some of our highest-grossing evenings have been this year. I’m not unabashed to say that the more revenue we can garner, the stronger the team will be because we can apply it to enhance not just the team, but the experience at PPG Paints Arena. So we’re continually trying to improve. ... One of my pet projects is I’ve been pushing for us to have live penguins at selected games because I think it’s fun for kids to see live penguins.
Q: Are you pleased with what FSG has accomplished with the Penguins the last two years?
Werner: We won’t be pleased until we hoist the Stanley Cup in Pittsburgh again. ... We’re confident that we’re on the right track. It’s important for us to continue to be engaged in the community in a meaningful way (PITTSBURGH POST-GAZETTE, 12/10).
