THE SITUATION
The Sunshine State has been slow to make hockey its number one sport. With two NHL teams and a ECHL team, many locals enjoy the sport but have been slow to try it for themselves. Over the last five years, Florida's participation rates have been decreasing, and last season had a 4.8% decline for kids between the ages of 4 to 8.

THE EFFORTS
Following Silver Medal performances from the Men's & Women's Olympic Hockey teams in Vancouver, March 6, 2010 was introduced as "Florida Hockey Day". Led by the Statewide Amateur Hockey of Florida, USA Hockey, Tampa Bay Lightning, Florida Panthers and Florida Everblades, the event gave kids a chance to try hockey at no cost. Thirteen different locations hosted events, introducing boys and girls to the sport with some basic drills and their very first hockey game. Utilizing the local professional teams, a mix of zoned cable buys, newspaper ads, radio spots and the local youth hockey population spreading the word in their community, youth hockey received wide exposure.

THE RESULTS
The post-Olympics Florida Hockey Day was well received with 430 boys and girls taking advantage of the opportunity to become hockey players. Many of the families have since signed up for full-time Learn-To-Play programs.