:: DISSECTING THE ANTTI NIEMI DEAL ::

Of all the cities where Antti Niemi could have played, very few ever imagined that his final destination would be San Jose. Even I figured it was only a matter of time before he cut his losses and played anywhere that guaranteed him enough starts to improve.

You know…like Finland…or Sweden, maybe?

And of all the frustrating rumors floating around over the past few weeks, how many times did the Sharks find a way to let people know they were totally comfortable with Antero Niittymaki and Thomas Greiss as a tandem? Too many to even pay attention.

Well…surprise, surprise. Niemi is now a Shark for the 2010-11 season. 

So what exactly happened that caused San Jose’s ship to change course? Where, and more importantly why did the Sharks compromise their original plan of attack? Which side manipulated the other and what does this mean for the Sharks’ goaltending pipeline? Let’s break it down, School of Block style!

When dissecting a major acquisition or trade that drastically changes the complexion of a team’s goalie depth chart, I break down situations. As you know, goalies cannot be judged by statistics alone. One must take into account who they are as humans and athletes, where they come from, where they are going and what the organization might have planned for each goalie’s future.

Essentially, in order to get a better understanding of the influences behind this signing, one must start at the top. Enter Wayne Thomas, the Sharks vice president, assistant general manager and two-way goalie consultant. He not only works with the Sharks goalies, but the ones in Worcester as well. His resume is beyond impressive, staggering in fact, as he has a lot of control over what the Sharks are doing in the goaltending department.

“For the past four seasons, Thomas has taken on a more advanced, day-to-day role in working with the Sharks goaltenders on- and off-the-ice.”

Having an “off-ice” role in goalie development, to me, means the following – video analysis and coaching the non-tangible aspects of motivation and mental toughness. Thomas clearly knows how to teach the true elements of the position that can take an average goalie and make them great. In that sense, who wouldn’t enjoy the opportunity to continue molding a guy like Niemi?

It’s impossible to argue with someone who has such a strong influence on the organization. Thomas is like a wizard – you don’t challenge their wisdom and you soak in every morsel of knowledge you possibly can. Has there been a prospect in the Sharks’ system in the last decade that hasn’t developed into a quality NHL goalie? Exactly.

Speaking of previous Sharks goalies that developed under Thomas’ watchful eye, one angle of the Niemi signing that perpetuates tradition is the fact that San Jose has a rich history of developing goalies from Finland – namely Miikka Kiprusoff (and Vesa Toskala, but don’t laugh).

When Kiprusoff first displayed his acrobatic aura in a Sharks uniform, just like Niemi, he had just spent one full season in the AHL. The following season (2000-01), Kiprusoff spent the majority of his time in Kentucky, but did play five NHL games, including three more in the playoffs. Niemi on the other hand was able to steal the backup job from Corey Crawford and re-write the history of what we know as a “successful” rookie goalie.

Kiprusoff would continue to develop his style in teal, spending the next season going 7-6-3 in 20 games for the Sharks and a perfect 4-0 with the AHL’s Cleveland Barons. By the end of the 2001-02 season, Kiprusoff had built up a reputation strong enough to solidify his presence in the NHL for good. He would spend the 2002-03 season with San Jose, but he really struggled before finally being traded to the Calgary Flames.

One season spent exclusively in the AHL. A second season spent mainly in the AHL with a few NHL games. A third season spent mainly in the NHL with a few AHL games. A fourth season spent exclusively in the NHL before reaching peak development and sent off to the Flames.

What does this say about San Jose’s plan of attack with a “raw-skilled” Finnish goalie? It’s a project that the organization is not afraid to spend time and money on to accomplish their goal of creating a winning goalie. The project is dictated through consistent analysis and scouting and watched closely by Thomas.

What does this tell me about San Jose’s current trifecta? They are all placed on the same pedestal heading into training camp, but the two goalies that they feel gives them the best chance to win IN THE PLAYOFFS have been established.

Let’s look at each goalie and how their specific traits influence this signing.

ANTERO NIITTYMAKI - A hard-working goalie that was signed for a reason, Niittymaki spent five seasons with the Flyers and one with the Lightning in a very consistent manner. Other than the hip injuries, he was a serviceable goalie that persevered in a variety of roles and did the job quietly. With a two-year contract that pays him $2 million each year, the onus is on him to play his way into another deal. Per CapGeek.com, he’s an unrestricted free-agent when the contract expires in June of 2012.

His fantasy value certainly takes a hit compared to where it was yesterday, but he can still win 30 games if he’s at the top of his game and playing in a good rhythm. He’s no less of a goalie, but he’s definitely being challenged now. No margin for error, no chance for complacency. Most 30 year-old goalies would welcome this kind of competition.

FANTASY PROJECTION: Expect close to 40 starts, around a 2.25 GAA with a .915 save percentage and four shutouts. He’ll notch 20 wins easily and could reach 25+. It’s a drastic drop from the 40 wins and 60 starts he was expected to get, but he has the chance to establish a starting role if he plays above expectations. 

ANTTI NIEMI - You can’t pass up the most recent Cup-winning goalie. Thomas loves to develop and mold Finnish goalies, just like he did with Kiprusoff and Toskala. There’s a bond between two Finnish goalies that have worked in other cities and situations before. He, like Niittymaki, is a silent assassin that gets the job done awkwardly, yes, but quietly. He doesn’t carry a big ego and the fans will rally around his great work ethic. Two million for one year is a no-brainer.

The Sharks had nothing to lose and everything to gain. Regardless of how Niemi looks, how he stops pucks or what he did last year, he’s about to enter his sophomore season with a strong team, a Stanley Cup ring and tons of potential. What goalie coach/vice president/assistant GM wouldn’t want to try and mold Niemi? Direct from the confirmation story on the Sharks’ official website:

“Antti’s play last season speaks for itself,” said Sharks Executive Vice President and General Manager Doug Wilson. “Our goal this summer was to create the best goaltending unit we could and we feel we have successfully done that.”

They sure have. And the boost it brings to the team’s chances - even if for one season – is exciting and positive. It definitely impacts the goalies below, but again, it’s only for one year.

FANTASY PROJECTION: Expect close to 40 starts and around a 2.30 GAA with a .910 save percentage and four or five shutouts. Like Niittymaki, he could notch 25-30 wins depending on his ability to play in a solid rhythm and get consistent starts. Considering he had no fantasy value at all yesterday, this is amazing news for Niemi owners. Celebrate with a glass of champagne and hope for some consistency. 

THOMAS GREISS - Has been developing steadily in the Sharks’ system since the 2006-07 season. Per CapGeek.com, he’s signed for the season under a one-way contract, so he would have to clear waivers and is eligible for re-entry waivers.

To understand why Greiss is in a difficult situation, just take a casual glance at the type of goalies you see in Niittymaki, Niemi and Stalock. Then glance at what kind of goalie Greiss is. He is not the same type of mold and he has many different traits compared to the other three. He is, in my mind, the odd man out.

Where he goes from here is unknown, but a decision will be made by the coaching staff that should set him up for future success in the NHL. If Greiss goes down to Worcester to play with Stalock, it’s a sign that they don’t feel Tyson Sexsmith is ready to compete with those two. It doesn’t mean his value is any less, it just means he needs to work harder. It’s a tough pill for Greiss to swallow, but it’s not the end of the world.

At 24 years of age, Greiss has a bright future ahead of him. It must be said that just because Niemi is now part of the Sharks organization doesn’t mean they think Greiss is incapable of winning in the playoffs. It is not a lack of confidence in him, either. It’s more a sense that Niemi brings dynamics and assets that Greiss doesn’t. They developed Greiss in a similar fashion to that of Kiprusoff and there’s no reason why Greiss can’t be traded to a team that sets him up to be successful for many seasons to come.

FANTASY PROJECTION: Expect Greiss to battle hard in training camp, but ultimately be the odd man out. It is unclear where he plays this season. A trade or waiver claim is certainly possible. Regardless, his ability and potential is only affected depending on where he’s moved to or who wants to trade for him.

ALEX STALOCK - Extremely bright future in the NHL with the ability to stand tall and win big games through a tremendous work ethic and a passionate energy level. Is not the most refined goalie, but plays to his advantages and never seems rattled. Shattered records in Worcester last year, proving he has the ability to develop into a brilliant NHL goalie. Must be one of Thomas’ favorite students because all you hear about with this kid is how much he loves to learn.

At 23 years of age, Stalock is a young goalie with wisdom well beyond his years. He’s extremely appealing in the sense that he could be the missing piece in a few more years. Signing Niemi to a simple one-year deal allows Stalock to develop this season and then have an opportunity to sign a new contract that keeps him in San Jose for good. Per CapGeek.com, Stalock is a restricted free agent after this season.

CONCLUSION AND FINAL THOUGHTS

In conclusion, I think the positive points that rise to the surface clearly outweigh the negative ones. The team is better as a whole. The depth chart is more competitive. The organization has more assets. The move makes sense. Niemi fits the mold of a Wayne Thomas goaltender. There is a sense of confidence and assurance that Niemi has a great opportunity to improve and to put the fate of his NHL future in his own hands. 

I think San Jose did a great job of putting the heat on the goalies to perform. This was not a factor in previous seasons, as Evgeni Nabokov was always the workhorse and was rarely challenged by another goalie since the lockout. 

Personally, I think a major point is that Niittymaki, Stalock and Niemi are similar in the sense that they stop the puck in unconventional ways, have good net presence, are remarkably cool under pressure and are capable of winning big games in the playoffs. That’s the trend I’ve been able to uncover here. Niittymaki has that big game moxy and ability from the 2006 Olympics. Stalock has it from his high school and NCAA days. Niemi has it from last season. All three aren’t the most technically skilled goalies in the world, but they know how to win and they’re durable.

Those are a few elusive ingredients that Greiss has not proven or shown yet. The ability to win big games, the deep-playoff experiences and the mental toughness. It’s not that he isn’t capable of those things, but he just hasn’t proved it yet. But he does have the potential and the brilliant technique and foot speed.

In that sense, compared to the other three, Greiss is perfect trade bait. He’s appealing to other teams with other plans, or teams that feel he’s capable of evolving in their corner. Truth be told – someone out there would definitely be interested in acquiring him. He’s extremely talented and it’s obvious to most scouts.

Ultimately, signing Niemi for one year is smart. For all of his pundits that still exist out there, they are only looking skin deep. It has to be established (especially by now) that Niemi is a battler, not an elite talent. He is now partnered with a comrade in Niittymaki and is under the wings of one of the most influential goalie coaches an organization has ever had in Thomas.

The decision to sign in San Jose had to be an easy one. A winning team on the cusp of the Stanley Cup Finals. A place where he’s guaranteed to play some games. A home where, most importantly, he is in a position to improve. Again, it’s a no-brainer.

I personally see the playing situation as a similar tone to that of the Ottawa Senators with Brian Elliott and Pascal Leclaire. Neither has firmly established they are the rightful starter. They both have to push each other and prove to the coaching staff and their team that they deserve long strings of starts. Of course it helps Elliott’s cause that Leclaire is a band-aid boy, but when he’s healthy, Leclaire certainly brings an element of skill and winning to the team. It’s not the most optimistic situation right now, but why is Ottawa comfortable with it? Becuase the future is bright with Robin Lehner coming through the pipelines.

Reflected in San Jose’s situation, I see a great 1A-1B situation where either goalie could be considered the starter. It will simply come down to who plays better in training camp, who wants it more in the pre-season and who gets the first opportunity to run with the starting “tag” on their shoulders.

You will read a lot of stuff out there that says Niemi is still no good, that Niittymaki is average and that San Jose has really shot themselves in the fins. But that’s crazy talk. San Jose brought in two goaltenders that, as I’ve been pointing out, are capable of winning big games. The regular season success will be there and those will be perfect opportunities for Thomas and his goalie assistants to really hone skills and prepare each goalie for the playoffs. And since neither of them will play more than 60 games, they will both be well-rested as well. That might have been the one elusive ingredient missing from Evgeni Nabokov’s runs with the Sharks in years past.

I’ll leave you with one final thought – Thomas up in the press box watching Niemi slowly erode the Sharks in the Western Conference Finals. He saw first-hand what Niemi was able to do in a series where he didn’t face consistent shots and had to win behind a strong set of mental skills.

Those are the kind of goalies that win Stanley Cups. And that’s why Niemi is now a member of the San Jose Sharks.

A special thanks to HockeyBroad.com for permission to use some of their awesome Niemi photos! Follow her on Twitter @HockeyBroad especially if you are a Blackhawks fan!

For a number of reasons, I respectfully disagreed with that notion. For those that follow us closely, you know that we would never pass up an opportunity to shed some light on the situational and mental aspects that come into play when a goalie struggles to maintain a high level of focus on a very poor team.

So I took Tuesday morning to write a piece exclusively for the Cult of Hockey blog on the Edmonton Journal. Cruise on over to Staples’ blog and take a gander at our defense of Deslauriers.

I really appreciate David giving me the opportunity to have a voice on his blog and I appreciate everyone who took the time to read it! The responses to this topic have been outstanding, which goes a long way in proving just how many different angles come into play when discussing the mental and technical aspects of a goalie prospect.

:: THE CURRENT STATE OF PREDATORS GOALTENDING ::

Another season has come and gone, and so too has another quality goaltender from the city of Nashville. With Dan Ellis ready to start the next chapter of his career in Tampa Bay, the current state of Predators goaltending sees a wide open door for Mark Dekanich or Chet Pickard to walk through in an attempt to jump-start their NHL career. The team’s well-nourished goalie life cycle simply continues to thrive in perfect balance and harmony.

Backed by spectacular coaching and consulting from Mitch Korn, dissecting Nashville’s depth chart comes with much clarity. Let it be known that Korn is considered one of the most effective teachers of all time. His ability to give each goalie – regardless of age or stage in their development – an arsenal of mental and technical tools before a season begins constantly produces positive results. Tomas Vokoun, Chris Mason, Ellis, Pekka Rinne…all very different goalies, all very successful in their own way.

As of today, the onus is currently on former Colgate goaltender Dekanich to come to training camp prepared to secure the backup role and begin his NHL career. Follow his Twitter feed at @dexshow and look at just how hard he’s working in the weight room this summer. The guy is an iron-pumping machine and he’s fully committed to winning the job. He knows there are no guarantees and his tweets are great insight to the sheer work ethic a goalie must have if they want to break into the NHL.

That being said, if simplicity continues to be the staple of Predators goaltending, having Dekanich fill the open void behind Rinne makes perfect sense. Not only is Dekanich a good fit for that 20-game backup role, it also allows Pickard to establish himself as a true AHL workhorse and gives Anders Lindback a place to play in North America, a job which he is certainly ready for.

The trickle-down effect that comes from this training camp is also crucial for the futures of Jeremy Smith and Atte Engren. Smith and Lindback will most likely duel for the backup role in Milwaukee, while the loser heads to the ECHL. Engren is slated to stay in Finland with TPS Turku for another season to defend his championship. Dissecting which goalie ends up where is not as clear as the Dekanich-Pickard duel, but our gut says “look out” for Lindback. Smith might be more deserving of the AHL gig, but it’s impossible to pass up what Lindback could bring to the organization in regards to long-term success. He’s barely scratched the surface of his potential and this is why he will probably be playing in North America this year. He can hang and thrive in the AHL.

As you all know, I love to see teams instill confidence in their prospects by showing faith in their ability to take that next step, regardless of age or experience. A team never knows what they have until they unleash a goalie’s power across the league. And in that regard, Nashville is in a special place, for they could create this positive tone with more than one of their prospects.

1. Being a bigger goalie, Pekka Rinne takes away a majority of the net. What do you see as his greatest strengths and weaknesses?

Rinne’s strengths are his quickness, mobility, footwork and active stance. His lanky presence is truly an added benefit, as this allows him to butterfly with ease while still taking away a lot of space in the upper corners. Another one of his strengths is a very straight back, which makes him very well-balanced and mobile on his knees. I love how he focuses on the puck extremely well, especially when giving up a rebound. He has great tracking ability and when you have a goalie with that core set of talents, you’ll find that he’s rarely out of position. If he does get caught off his angle, he has the foot speed to transfer his weight quickly and get his body, or a piece of his body behind the puck. He can make huge desperate saves thanks to his swiftness and lanky size.

I would say a few of his weaknesses are his focus, mental toughness, angles (depth) and hyperactive hands. I say his hands are a weakness (they are also a strength) because a lot of plays in which his hands should stay at home and tight to his body end up actively trying to grab or swat at something. He needs to show more patience and let the puck or play come to him. More specifically, I think he needs to work on making saves in a more positional manner. A goalie that is too active is moving too much, and a goalie that is moving too much is going to struggle to control pucks and maintain high levels of energy for 60 minutes. You always hear the phrase, “less is more” and this is what Rinne needs to accomplish mentally and technically in order to improve. Like most reflexive goalies, he also needs to improve his depth in the net and play above his crease more consistently. I think this is the year you will see that happen, as it comes with more experience for the skilled Finnish imports.

2. For Pickard, Dekanich and Lindback, who do you see having the highest upside? Who is most likely to be a starter?

I like Lindback’s combination of size and skill and I feel he has the highest upside of the three. At the same time, he has much more work to do than Pickard. I think those two are both on track to be quality NHL starters. Pickard is more likely to be a starter before Lindback. Since Nashville churns out starters like smooth butter, both of their work ethics will go a long way in establishing which goalie is more valuable long term. It’s tough to compare Lindback to Pickard without seeing Lindback compete in North America, so I think the key is to really watch for their unique traits and characteristics this season.

3. How awesome is Mitch Korn and just how much does he have to do with Nashville’s ability to continue producing viable NHL goaltenders?

He has everything to do with the continued and consistent success of Predators goaltending. For a guy that has no pro playing experience, it’s remarkable what he has accomplished since the 1980’s. But what really sets him apart is that he’s a wizard at motivating his goalies. He truly cares about making them better, so he develops awesome friendships with each and every goalie in the system. Korn’s 20 years of experience brings a certain structured system to the team, so his ability to motivate and cultivate goalies through unique friendships puts him right up there with guys like Francois Allaire and Vladislav Tretiak.

Korn isn’t just a goalie coach. He’s a mentor and a father figure to the younger prospects. But to get more specific about his actual coaching strategies, he excels at providing instant video feedback, a regimen systematic approach to every on-ice session and drills that stress progressive skills development. His overall schematics for helping a goalie improve is custom tailored to each goalie. But one of the most beneficial aspects of working with Korn is his set of props and tools.

He takes on-ice drills to a higher level than most other coaches because of these props. Things like high shot deflection boards, low shot screen boards, mini pucks, white pucks and more help his goalies improve even when he’s not able to be there. He’ll put weighted wrist bands on a goalie’s arms in order to strengthen their glove hands. He’ll put a mesh bag over a goalie’s mask to force them to “sense” the puck instead of seeing it. He tests all areas of the mind and the body and that is what truly makes him such an effective coach. Check out his website to learn more about these tools…I personally use white and mini pucks when working with my students and they’re extremely effective.

Since Korn carries such an amazing reputation with him, every goalie he coaches or works with becomes a viable prospect. He probably has thousands of students under his tutelage over the years and has helped so many goalies in the past that Nashville will always develop prospects in the Top-100 Rankings. If you want to become a pro goalie, work with Korn. It’s simple, really. But remember, it’s not always sheer skill and ability that makes a goalie great. A lot of it is coaching and opportunity. In Nashville, you’re guaranteed to have a great reputation around the league because of Korn’s reputation. It all truly amazes me.

4. Does Pickard fit into Nashville’s long term plans or is he going to be chasing the #1 spot forever? If Rinne is the man, what is the likelihood we see Pickard traded and how far away would that be? How many years away is Pickard from entering the NHL and making an impact?

Remember that no one goalie is more important than the system as a whole. Nashville won’t change the way they manage their goalies. That being said, the book is still out on Pickard’s future in Nashville. I don’t think he will be chasing the #1 spot forever, but that depends entirely on Rinne’s ability to keep improving and performing at his best. Pickard will either push Rinne for the starting job or, similar to Ellis, play well enough to warrant interest from other teams. And since Nashville always has someone else with great potential coming up the pipelines (Lindback, Engren), trading Pickard won’t be a tough choice to make.  

I see the latter happening (trade or free agency move) because Rinne is too good to lose the job, unless he gets complacent and falls off the tracks for an extended period of time. If that time frame gets to the point that Pickard can get into a good rhythm and steal a chunk of impressive starts, the Predators will have to make the same decision they’ve made many times before. One will stay, one will go. But both will be starters or 1A-1B goalies regardless of where they end up. I think Pickard would be three years away from a trade. So not the 2011-12 season, but the one after that.

5. What would your prediction be for games played, wins and shutouts this year for Rinne?

I think you’ll see Rinne push for 35 wins, with a big influence on that number coming from the team’s play in October and November. Nashville’s defense has a recent history of struggling early and then coming together at the halfway point for a strong playoff push late. So if he has a really good start to the season, 35 wins is clearly in reach. I could see him pitching five or six shutouts. Expect close to 60 starts for Rinne, including almost every game in the final six weeks of the season.

6. Based on skill alone, where would Rinne rank compared to other NHL goalies?

Rinne is easily one of the top ten goalies in the NHL, but just outside of the top five. I think because he is still relatively early in his pro career, he isn’t worthy of being ranked ahead of guys that are similar in talent level, but more experienced. For example, I would say Tomas Vokoun is very close in skill level to Rinne. They have similar traits that make them successful and Rinne’s big advantage is size, while Vokoun’s is clearly his experience and ability to stay strong when facing a heavy workload. So to rank Vokoun above Rinne is fair, as mental toughness, experience and sheer “term of dominance” clearly plays a role in overall ranking. Regardless of all those semantics however, Rinne is still easily one of the best “skilled” goalies in the league. He’s flashy, he’s quick and he’s really active. It’s fun to watch and he’s only getting better positionally.

If you were to rank the best goalies that have only been in the league since 2007-08, Rinne, Rask, Price and Hiller are all very close in that regard. They are the best young studs in the league and Rinne is ready to reach for that next level.

7.  What would stop Pickard from being the number one in Nashville? What are the biggest flaws that you see in his game? Is he a potential franchise goalie?

I think Rinne’s longevity as a workhorse is the only thing keeping Pickard from evolving into an NHL starter. Pickard has to carve his own path, but Nashville will side with Rinne long term since he’s already established. I think some of Pickard’s flaws are his complacency and mobility. He’s a bigger goalie that relies on his size to get body parts behind pucks. It’s the polar opposite of Rinne, who tries to go out and stop everything. Pickard likes to let pucks hit him and then react from there. He’s still capable of being a “franchise” goalie because Pickard has awesome durability and technique. When the foundation is there, anything is possible over the course of two or three seasons. So it’s impossible to judge their ability’s ceiling or floor. It really just depends on each and every game they play. I like his confidence level and his mental toughness but he needs to speed up his footwork if he wants to be effective in the NHL.

The Goalie Guild’s The Current State feature is an in-depth look at each NHL team’s goalie depth chart. It is an interactive thread in the School of Block forums that allows readers to voite on which team is put under the microscope. Once a team is determined, readers leave their questions relating to the team’s goalies and we answer them for all to see!

Remember that the preview page is still under construction and some of the information may change over the next week. Be sure to read our next Monthly Scouting Journal for the completed project, which includes all 30 NHL teams! 

What makes our NHL Depth Charts so unique is the addition of what we call Alteration Marks. These will go a long way in representing exactly what kind of momentum we feel each and every goalie currently has in their respective organization. Below is the official guide for all Alteration Marks, which include eight directions and four specific statuses!

ALTERATION MARKS – NHL DEPTH CHARTS

STRAIGHT UP ARROW - This mark represents a monthly performance well above average. These goalies are “peaking” and have full upward momentum in all areas of skill progression, opportunity and stats output.

UPPER RIGHT ARROW - This mark represents a monthly performance slightly above average. These goalies gained some forward momentum in most areas of skill progression, opportunity and stats output.

STRAIGHT FORWARD ARROW - This represents a monthly performance that is considered average in relation to their peers. These goalies have not gained or lost momentum and continue to evolve at a consistent pace.

LOWER RIGHT ARROW - This represents a monthly performance below expectations. These goalies have not lost momentum in development or placement, but experienced less or weaker statistical success.

STRAIGHT DOWN ARROW - This represents a monthly performance well below expectations. These goalies lost momentum in their development and they are not performing well enough to improve in many areas.

LOWER LEFT ARROW - This represents a monthly performance below expectations. These goalies are usually veterans losing traction in their career, in the depth chart and in their long-term value.

STRAIGHT BACK ARROW - This represents a monthly performance considered average for their expectations. But due to others, these goalies still lost momentum. This mark covers any indirect or inconsequential factors.

UPPER LEFT ARROW - This represents a monthly performance above expectations. But due to others, these goalies still lost some momentum. This could be caused by another goalie simply shining bright.

THE MEDIC TRUCK - This represents any goalie that has suffered from an injury for more than half of the month. It also represents those goalies currently on the IR or losing momentum from being off the ice.

THE THIRD EYE - This represents the special group of goalies that we are watching closely. We might sense that they are about ready to experience a breakout month. They are the sleepers and the possible long-term keepers.

MEDAL OF HONOR - This represents only the finest goalies in the NHL. Any goalie that has a PS3 rating of 90 or above will be medaled. These goalies happen to be our favorite keepers from a fantasy hockey perspective.

POISON CONTROL - This mark represents the goalies that we feel have no real future in professional hockey and will probably end up as free agents, or consistently find themselves at the bottom of their team’s depth chart.

This morning, Greg Wyshynski’s post on NHL teams and their stubbornness in the world of credentialing bloggers had my Twitter feed blowing up from followers asking my thoughts on the matter. I was more than happy to dig into this subject of bloggers’ rights, as I have a very unique insight on the matter.

As some of you know, I’m a fully credentialed member of the Colorado Avalanche media, but do not have a traditional media job with a newspaper. I’m not an employee of a radio station, either. Interestingly enough, I am the founder of a hockey promotions company (The Hockey Guild) and a freelance broadcaster that signs a contract every year with different radio stations to host and provide analysis on weekly Avalanche shows. And of course I am also an independent pro goalie scout.

Puck Daddy’s article is a very important topic, especially as we prepare for a new season. And while not done on purpose, it makes the NHL look like a group of unwelcoming, stubborn teams, especially if you are a budding blogger. But this is far from the truth.

Look at it from the NHL’s point of view. Would you want a bunch of random, unfamiliar faces hounding your players after a game on the road? You have no idea who they are, what they are writing about and what kind of ethics or protocol they follow. In all sense of the term, it’s like a free-for-all. And that can potentially lead to a number of issues between players and writers, writers and bloggers, press and fans. It’s like throwing a house party for all of your neighbors’ friends…two days after you moved to a new city.

But showing compassion for NHL teams that have to deal with credentials and bloggers on a daily basis is not the purpose of this post. The purpose is to help bloggers out by giving them insight on how to individualize themselves. I started off as a nobody and worked hard to create my own seat in the hallowed halls of the Colorado Avalanche’s press box.

And I can show you how to do the same in your own NHL city.

First and foremost, you must recognize the huge honor and privilege that comes with the opportunity of being credentialed for a game. It deserves the same utmost respect, professionalism and ethics displayed by the best hockey writers of all time. It should be regarded as the biggest opportunity of your writing career and treated as such. It’s simply a respect for the game and it’s history. 

Even traditional media writers and press members are few and far between out here, as there are less than 10 PHWA members in the entire Colorado chapter. Headed by Terry Frei from the Denver Post, the chapter includes Adrian Dater and a handful of other Post writers. I am also extremely proud to be on that short list, but the path I took to become a member and eventually a full-season credentialed member of the press was very different (see bottom for more).

What gets lost in the minds of most bloggers, especially those under the age of 25, is the essence of the NHL’s past. It is a very standardized and structured league. They have a rich history of tradition and they rightfully follow rules that have evolved over many decades.

Bloggers are a new term in the world of hockey media, one that comes with a negative vibe, so you can’t expect to waltz in and get what you want. Just like a hockey prospect, you have to work extremely hard to get anopportunity. You might have all of the writing skills in the world, but even then, you are not guaranteed a spot in the box. You have to do everything you can to develop traits that separate you from the pack of other bloggers. You have to show an unyielding professionalism and enthusiasm to promote the team and inform your readers in a respectable and professional way.

That means, in a sense, dropping the sarcastic, playful essence of most bloggers and their websites. You have to uphold certain ethics that are silent rules in traditional media outlets. You know, the ones you learned about in college, in those big media ethics textbooks. 

So what can you do, as a blogger, to individualize yourself and create an identity that an NHL team will see as professional, influential and worthy of a game credential? Below is a list of five steps you can take to achieve this goal.

I am speaking from experience when I say that these are essential steps to take – they will go a long way in carving out a true profession as a hockey writer.

1. DEVELOP A RELATIONSHIP WITH YOUR TEAM

This one is clearly the most important step you can take as a blogger to get closer to your goal of being credentialed. If the team has no clue who you are, or what your blog is called, you are wasting your time.

But developing a relationship with a team’s PR department, or other members of the media, is not easy. It takes time and plenty of patience.

The best way to start is by creating a professional and unique introduction. Don’t send an e-mail. Actually write a letter, slap a stamp on an envelope, include some of your best writing samples and mail it in a traditional manner. Follow up a week later with a phone call to someone, anyone, in the media department.

The goal of the introduction is to show this NHL team who you really are, away from your blog or website. Include a resume and a cover letter that specifically defines exactly what you would like to accomplish as a budding pro hockey writer. Let them know you are trying to develop a career. Show them you care about your future and that you find it an honor to possibly cover that team. 

If the PR department doesn’t communicate very well, call someone and leave a short message with just your name and phone number. Do not overwhelm them with e-mails and follow ups. Give them time to respond. If you are having no luck, move on to the next step and come back to this later.

Developing a relationship with an NHL team is not hard and should be a fun project for everyone. Remember that teams WANT coverage…and they want it from non-traditional outlets! But they don’t want to deal with liabilities or anything that would compromise the ethics they uphold in the press box. That’s where #2 comes into play…

2. DISPLAY PROFESSIONALISM THROUGH YOUR PASSION

Does your blog have a Mission Statement clearly posted on your website? The Hockey Guild, The Avalanche Guild and The Goalie Guild all have strong mission statements posted on each website. They all reinforce the same message I have put in front of the Avalanche since 2003. It became the founding principle of the company I started in 2007, “Advancing and enhancing the local hockey scene through a wide variety of on and off-ice experiences.”

What is your own mission statement? Do you make it very clear that you are committed to covering your team in a professional and informative way? Or do you just randomly post sarcastic, sometimes derisive posts about the players and the way the team performs on the ice?

There are times to be sarcastic, witty and fan-friendly. But if your goal is to become a professional hockey writer, you have to be able to distinguish between that style of writing and the more traditional coverage of fact-based reporting. Just like a goalie needs a healthy balance of size and skill, a blogger needs a healthy balance of reporting skills as well.

NHL teams want professional writers that have what I call strong brain filters. There are times to be sarcastic and write in the more “fan-friendly” fashion and there are times to cover the team with unbiased, informative motives. If you are in a press box, you better be prepared to follow the latter and discuss the game and the team in a professional manner. You can still be negative, but in a critical way that explains why a player is struggling and why they are getting “bad press” for their actions on the ice.

So by displaying professionalism, you are proving to the NHL team you understand the different ways in which you can write about a game. If you are allotted a credential, you have to follow your mission statement to a “T” and promote the team in a tasteful and informative way. This raises your influence, reputation, and proves to the team that you can handle the two sides of covering a team. You are there because they granted you access. You have to respect that, even if it means giving up your favorite writing style.

3. CREATE YOUR OWN WRITING IDENTITY

When you request a credential as a blogger, it’s not just you who is requesting it. It is your image and your entire community. If you run an SB Nation blog, for example, you might have an awesome audience, but if your content is sarcastic and openly negative towards the team, you won’t get a credential. If your blog is based in that kind of atmosphere, you are not proving to the NHL team that you are ready to inform the public in a professional manner.

When you cover an NHL game in the press box, your job is to inform the public on the actions that take place in that game. It’s not a forum for you to discuss the crappy food, the people your sitting next to, the weak fan support or the broken fingernail you got on the way in. You are there to cover a hockey game, collect quotes and report a post-game story.

If you don’t care for post-game recaps or simple game coverage, then one way you can create a unique identity is by coming up with specific team and performance-oriented projects. This leads to step #4.

4. HAVE A CLEAR-CUT EDUCATIONAL PURPOSE

NHL teams want to see unique coverage and analysis of their team. Come up with a really interesting, informative and engaging project that has to do with the team’s performance. For example, come up with a four or five-part series on the team and dissect their play, either individually or from a positional standpoint. Have a purpose for every writing project and more importantly, inform the NHL team exactly what that purpose is, and what it brings to the hockey community! NHL teams will rarely turn down a credential request if you have a very solid, professional project you would like to accomplish.

Again, this goes back to your mission statement and your overall purpose as a writer. You can’t just request a game credential for the first time with nothing more than “I want to cover a game for my readers.” That doesn’t prove anything.

Have a purpose. Make that purpose 100% educational and informative in tone. Prepare for that purpose and make that purpose known to everyone you possibly can.

5. BE PATIENT, FLEXIBLE AND WILLING TO CHANGE

If you’ve already spent a considerable amount of time developing your blogging or writing identity, creating an unique style and growing a readership, I understand it can be frustrating to not get the same liberties as the traditional media. But this is something everyone must realize – getting a press credential is a privilege. It is offered exclusively by an NHL team to a person for a specific reason and cause – to cover the game.

If your only blogging in order to find that true hockey journalism opportunity, or to establish your skills as a professional writer, you need to take a long look at your set and setting. Who are you writing for? What is the name of the blog? Does it have the word “Blog” in it?? These are things that seriously impact your influence in the hockey community. And sometimes, no matter how good you are or how hard you try, who you write for can kill any momentum you’ve gained.

At some point, writing as a blogger comes attached with a stigma. This is what makes it so tough for bloggers to get credentials. NHL teams don’t want the blogging atmosphere in the press box. They want professional, clean-cut, hard-nosed reporters. They want to know that everyone is following the same rules, coming up with unique, unbiased facts about the game taking place.

Maybe this is why people who write for SB Nation blogs or a website like HockeyBuzz have such problems getting into press boxes. They get frustrated with the league, but the teams are just upholding standards they’ve had for decades. If you want in, sometimes you have to start over and do your own thing. I did. It worked. I have my own reputation, not as a writer for another website but as a person who has proved over time what my mission is as a professional writer and PHWA member.

HOW I DID IT: MY PERSONAL EXPERIENCES

Before I listed the five steps a blogger can take to get credentials, I mentioned my ability to go from a non-traditional writer to a member of the Avalanche press over the course of three years.

My unique and successful experiences working closely with a very traditional team in a market where there are less recognized bloggers than beaches is a great example. Since 2003, I have worked closely with the Avalanche, but from afar. It took more than three years, but once the lockout ended and the 2005-06 season started, I finally started getting individual game credentials as a non-traditional member of the media. A season later, I was issued my first full-season credential.

I made this happen by consistently publishing a monthly local hockey magazine, Colorado Hockey Insider, and sending them copies every month. Each issue had 2-4 pages of Avalanche analysis and coverage, and I made sure to spend more time on that section than any other. I wrote creative content, I was mainly positive in tone and I was as professional in my coverage as possible.

I informed the PR department every month about topics and requested photos to use in the magazine. I never once requested a game credential, because I knew my reputation was not strong enough to make their decision a “no-brainer.” No matter what I was doing, regardless of topics or players, I let the PR Department know exactly what I was doing and what my goals were. They were informed, so they never had to worry about it. Communication was key.

But after editing the magazine for over three years, including through the entire lockout season, I was ready to move on and create my own identity. I was being held back by my publisher, a guy who was not respected by the organization.

That was the reason I quit. I did not want my reputation to be harmed or affected by someone who had no bearing on my future as a writer.

In June of 2007, I created The Hockey Guild and The Avalanche Guild. I created a full-blown presentation for members of the Avalanche’s PR Department, including fan development and media. I spent an entire summer developing these projects, ideas and the mission statement of my newly-formed LLC.

The presentation was successful and the Avalanche saw first-hand my dedication to covering the game of hockey. They knew who I was, where I came from, what I was doing, what I wanted to do. I approached them professionally, took care of business, displayed patience and finally reaped the benefits.

My reputation grew and soon after getting that first full-season credential, I was hopping on radio shows, mingling with Dater and Frei from the Denver Post, making friends in the press box, displaying my keen ability to analyze a game and reporting facts over the airwaves and websites.

This is what it takes to be a credentialed member of the media without having a traditional media job. I wear a number of hats. I make my objectives known. They are clearly defined, as is my set and setting. The Hockey Guild is unique and so are the websites in which you read our content.

I hope this resource goes a long way in not only teaching you about the intricacies of being a budding hockey journalist, but also inspire you to do your own thing and blaze your own trail.