It has been an impressive start to the season for the 6-1-1-0 Madison Capitols. The strangest part, however, is the most important team member might just be the beer vendor.
The Capitols have 9 nights designated as dollar beer nights this year, which is exactly what it sounds like - beer is just a dollar. They had the second of those Friday against Muskegon, and it was deja vu all over again from the home opener - the first dollar beer night. That night, the Capitols scored two late third period goals against the defending champion Chicago Steel, and won 3-2 in overtime before nearly 2,300 fans.
Friday night, the Capitols were trailing Muskegon 3-2 in the third period when the beer effect - also known as the USHL’s craziest crowd - kicked in. Four goals later, Madison left the ice with a 6-3 win - albeit after spending several minutes celebrating with the crowd.
Madison has outscored their opponents 7-0 in the third period over two dollar beer nights. In a division where the other two top contenders - Chicago and Dubuque - have struggled late in close games, this could make the difference in the East Division.
Chicago has the Madhouse on Madison. This is the Madhouse in Madison.
Nearly 2,500 fans packed the 2,800 capacity Bob Suter Arena in suburban Middleton, and they came ready to party. Responding from every prompting of the players to make noise, the fans were once again the difference - two wins that can be directly attributed to fan noise and interaction.
The fun, loud, crazy crowds of the 1990s USHL? They aren’t gone. They’re just attending college in Madison.
Much like Lincoln came into the league, where the running joke/semi-truth was, it was a great bar with an $11 cover charge, cheap drinks (a 24 ounce mixed drink for $5? Where else could you get that), and a hockey game going on, Madison has found the same concept still works.
In a city known for a major university, parties, government, and most of all, good quality bars and restaurants with cheap drinks and eats, the Bob Suter Arena has simply joined the list. And it works.
Attendance for the two dollar beer nights were 2,291 and 2,489. The other two home games drew 689 and 1,179. Like it or not, cheap beer sells - affordable concessions generally sell. And the Capitols are in an enviable position to do this, as Ryan Suter owns not only part of the team but the arena.
There is no middleman. No arena management group. Just pure marketing.
After the overtime winner in game one, the players went directly over to the one side of the ice, where half the seats are taken up by a mix of a student section and a soccer supporters’ section. A couple even climbed the glass, standing on the board ledge to try to hug fans. Friday night, despite the remnants of a beer snake - a 20-foot-long stack of beer cups stacked one inside another - making it’s way onto the ice after the game, the players hung around 5-10 minutes, high fiving fans and generally having a great time.
It was junior hockey the way we remember it.
And it’s not a family-unfriendly atmosphere either. There’s plenty of kids and families, especially on the side with luxury boxes above. The other side tends to be more of a party side - but both are loud.
Does it take dollar beer to do this? I don’t know. Should it? No, it would be great to see atmosphere like this return to every USHL city.
But in the meantime, if you can take in dollar beer night in Madison, do so. You don’t have to drink beer - you can be a celiac like me and not even be able to drink it - but you’ll enjoy the atmosphere anyway.