Q&A: New Worcester Railers team president looks to apply lessons learned from her craft beer experience to the world of pro hockey

Kim Golinski made the transition from craft beer to professional sports on Aug. 1, when she officially became the team president of the Worcester Railers Hockey Club, an affiliate of the New York Islanders who play at the DCU Center. Heading into the team’s seventh season, Golinski will attempt to apply her nine years of management experience with Wormtown Brewery in Worcester and Tree House Brewing in Charlton to attract more fans, as the Railers look to compete with multiple regional pro hockey franchises and other forms of family entertainment.

What led to your decision to jump into hockey from the craft beer space?

I have been a fan since the introduction of hockey to Worcester, going back to the Worcester IceCats. I was in junior high and high school, but I spent a lot of time at the rink during those years. I was also a fan of the Worcester Sharks. When they left, I kept watching hockey, but it felt like a void. So when the Railers were announced in 2016, I was a fan before they stepped in the arena.

I loved what I was doing in the craft beer space, but I wanted to branch out and see if there were other opportunities and experiences to help grow as a professional and individual.

What was your connection to hockey prior to starting the role?

I was a fan and grew up watching the Boston Bruins, too. With the Railers, I was a partner through Wormtown, so I had internal connections to the team. We were spending marketing dollars there because it made sense.

That’s how I got in touch with former Railers President Stephanie Ramey and her front office. I would go to their Skate to Success youth program, which I am super passionate about. That’s where I learned who the Railers’ team members were and how passionate they were about the team, the kids, and their charitable initiatives. It felt really good, and that’s when I realized I wanted to be a part of it.

The Railers wrapped up last season with an average attendance of 3,666 fans, putting the team in 23rd out of the then 28 ECHL teams. Some ECHL teams have no competing pro hockey franchises for hundreds of miles, while the Railers have multiple pro hockey franchises within an hour drive. How are you looking to set the team up to compete with not only other hockey teams for attention, but also other types of entertainment options?

The closest ECHL team to us is the Maine Mariners, but then we have the Springfield Thunderbirds of the American Hockey League, too. As you know, there’s a gap between Worcester and Springfield, and those towns in the middle are a bit of a battlefield for us.

a bio box showing Worcester Railers attendance

Central Massachusetts has a strong hockey culture, but with several pro hockey teams within an hour drive of Worcester and a number of other entertainment options available, retaining fans has been an uphill battle.

So it’s really just being present in the communities, which is my tactic. If we’re there and fans see us investing in their charity of choice, or their children, or new community initiatives, we’ll connect with those people, and they’ll come to our games. Being present is what turns people into fans, and being outside the rink is just as important as being inside the rink when it comes to the sales team.

What should fans be excited for in this upcoming season?

Our Saturday games are now at 6:05 p.m., so it’s a little bit of an earlier start than prior years. This means it will be easier for families to get out to those games while still getting kids home before they are sleepy and cranky.

We’ve changed up our promo schedule a bit this year, which I know everyone is really excited about.

A highlight of the season seems to be Worcester IceCats night. What’s your theory on why there’s so much nostalgia for the IceCats?

I remember being at some of those games, and there was so much energy. The game was fast, and there were so many fights.

I don’t know how the IceCats did it. If I did, I would tap into that. Maybe that should be my focus: What did the IceCats do? It was energetic and fun.

Hockey is an expensive sport for youth to play. What’s the team’s plan to bring enthusiasm for the game to all of Worcester’s neighborhoods?

This year we have a partner who will be buying around 1,000 tickets to distribute to local charities. They’re involved on the grassroots level and with people who may think they can’t afford or won’t enjoy a hockey game. So they’re going to be getting tickets into the community.

Some of our corporate partners like Consigli Construction and Hanover Insurance Group give tickets to team members as a thank you, which helps bring in new fans.

We also do Skate to Success over at the Fidelity Bank Worcester Ice Center. Every single Worcester fourth grader has the chance to come to the ice and learn to skate. They go home with a jersey and a new experience, and it’s amazing. They’re so excited to be out there. They go home excited and tell their parents, and then their parents see we’re an affordable entertainment option.

This interview was edited for length and clarity by WBJ Staff Writer Eric Casey.