In a presentation made by league executives to both the owners and the players on the eve of the lockout, a plan was laid out that explained how the league hoped to add $300 million in new revenues over the next three years. Initiatives like a stadium series of outdoor games would blend returns to traditional hockey markets like Chicago and Boston while expanding outdoor opportunities to other markets, perhaps coinciding with a national hockey moment like Hockey Weekend Across America. Revenues were expected to grow thanks to international events like a revamped World Cup of Hockey schedule, European markets, digital media and so on.
The message last summer was crystal clear: things are pretty good, so don't screw it up.
Shortly after that presentation, the league responded by locking out its players for the third time in commissioner Gary Bettman's tenure.
Take a moment at this point to bang your head on a door frame in disgust and dismay.
Now take two aspirins.