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HA 2025

Based on the organization’s Vision. Mission and Values, Hockey Alberta’s Board of Directors has provided strategic direction for Hockey Alberta to establish and achieve four significant Objectives to provide new and improved opportunities for all participants to enjoy the sport of hockey.

The strategic direction statements from the Board of Directors include:

  • Hockey Alberta will build a shared vision with members, stakeholders, and partners to deliver consistently to participants.
  • Hockey Alberta participants will experience programs, services and opportunities that are fun, safe, fair and inclusive.
  • Hockey Alberta will grow the game and develop participants enabling them to continue
    in the game, give back to the game and give back as community leaders. .
  • Hockey Alberta will have the diversified financial and human resources required to provide operational excellence to the members and participants.

Based on our plan, we will:

  • Expand our stakeholders and partners to drive retention, growth and recruitment, and development
  • Serve our customer segments, not require everyone to fit into a one-size-fits-all model
  • Focus on diversity and inclusion in our game
  • Shift to a programming and administration model aligned with leagues
  • Have dedicated assessment and development plans for our member organizations, coaches and officials
  • Measure the player experience and adjust as necessary to continually improve.
What steps are we taking to achieve these objectives by 2025?

We have updated our plan to have four core objectives - all of which are intended to enhance the experience of players in Alberta. Those objectives include the following key areas of focus. Included under each tab are key results to help achieve each Objective:

OBJECTIVE: Nurture a positive hockey culture.

Hockey Alberta sanctioned activities will be accessible, inclusive and safe for participants of all abilities, backgrounds, and interests. We will work to eliminate maltreatment, bullying and harassment from the game.

Key Results

  • Focus on Reduction of On Ice Incidents of Discrimination by 20%
  • Educate 50,000 parents on being positive hockey parent.

OBJECTIVE: Increase the number of players.  

We will create a welcoming environment to introduce and attract more youth players to the game, engaging them in flexible/ alternative hockey options and sharing the benefits of membership. We will use partnerships and programs/ initiatives to focus on a diverse customer base.

Key Results

  • Introduce hockey to 10,000 non-registered youth (U18)

  • Register 2,000 more players with Hockey Alberta programs.

OBJECTIVE: Increase overall player satisfaction.

We will positively impact the year over year retention rate of players by enhancing the experience provided by our Members and Leagues. 

Key Results

  • Increase the customer (player/parent) satisfaction rate with their experience in Competition by 2%.

  • Increase the customer (player/parent) satisfaction rate with their MHA by 2%.

OBJECTIVE:  Increase profit generation.

To help keep fees to participants as low as possible and to re-invest into the game, we will seek additional ‘net’ revenue through existing and new partnerships, establish standard profit margins for specific streams of revenue, and identify diverse opportunities to create new revenue sources.

Key Results

  • Generate $250,000 in sponsorship and advertising

    Generate $125,000 profit in raffles