By Paul Post
Sylvain Cloutier, the Adirondack Thunder’s new head coach, wants to build a heavy team that punishes opponents physically.
One of the Capital Region’s most prominent law firms is getting in on the action, too, as Harding-Mazzotti, “The Heavy Hitters,” has won arena naming rights under a five-year agreement through 2030.
The relationship with a prestigious Albany employer is expected to spark new marketing opportunities and bring more events to the downtown venue, a major contributor to the local economy.
“The financial package is certainly a factor, they are in every naming rights agreement,” Thunder President and arena General Manager Jeff Mead said. “That being said, we were also looking for a partner that wanted to become part of our community. Harding-Mazzotti wants to do that. Their firm seems genuinely excited to partner with us.”
New signs identifying Harding-Mazzotti Arena already adorn the building, in anticipation of the Thunder’s home opener against the defending Kelly Cup champion Trois-Rivieres Lions on Saturday, Oct. 25.
A preseason contest against the Lions is slated for Saturday, October 11 (7 p.m.)
The building, which first opened in 1979, was known as Glens Falls Civic Center until it became Cool Insuring Arena under a first-ever naming rights agreement five years ago. Harding-Mazzotti is one of three firms that had serious financial discussions with Adirondack Civic Center Coalition leaders before a decision was reached.
“We talked with a total of eight companies,” Mead said.
The Coalition manages the building, which the City of Glens Falls owns.
Terms of the deal were not provided, but Mead said the fee exceeds what Cool Insuring had paid over the past five years.
He credited Cool Insuring majority owner Tony Mashuta for introducing Paul Harding, the law firm’s managing partner, to the Thunder. “We started this process in April,” Mead said. “I hosted Paul and his wife at a Thunder game. They had a great experience and the conversations started from there. I think Harding-Mazzotti is looking to move further north and this will be a way to start a relationship in our community.”
Harding-Mazzotti’s extensive television marketing campaign makes it one of the region’s most well-known law firms with a strong focus on personal injury, negligence and wrongful death cases. It has clients in upstate New York, Vermont and Massachusetts.
Harding, in a statement, said, “Adirondack Thunder hockey and the other events hosted at Harding-Mazzotti Arena will provide unparalleled family activities for both residents and visitors alike, and stimulate economic activity and investment in our communities. We look forward to a successful partnership for many years to come.”
In addition to ECHL hockey, the arena hosts many other events and activities each year including Section II basketball, a state girls volleyball tournament, Adirondack Stampede rodeo, the world-famous Harlem Globetrotters, Glens Falls Brewfest and several concerts.
The arena hosted the New York State boys high school basketball tournament for many years, and will be trying to get it back when its current three-year run in Binghamton expires.
Some of America’s most famous bands (Chicago, Styx) and entertainers (Kenny Rogers, Wayne Newton) have performed at the arena, and Mike Tyson won two fights there in 1986 en route to becoming the youngest heavyweight champion in boxing history.
The building has undergone a series of major upgrades in recent years including the addition of luxury suites, a large video scoreboard that generates increased advertising revenue, locker room and training facility improvements, and modernization of Heritage Hall for special events and large group gatherings.
The Thunder set an all-time attendance record last year, averaging more than 4,500 fans per game, including a single-game record crowd of 5,560.
“We had one Thunder game on TV last year,” Mead said. “This (new name and related marketing) could lead to more. Hopefully it will also lead to more arena events, which we are actively working on. We have a number that we are close to finalizing.”
Success at the gate, growing corporate support and increased publicity are expected to make more near- and long-term building improvements possible.
“We are working on a new ice plant (engine room), boards and glass,” Mead said. “It’s a large undertaking.”
The Thunder franchise is a Double-A affiliate of the NHL’s New Jersey Devils and competes in the ECHL’s North Division, which has expanded to eight teams this year with the addition of a new team, the Greensboro Gargoyles.
In addition to Trois-Rivieres, other division rivals are Reading, Worcester, Maine, Norfolk and Wheeling.