Celebrating Excellence: Ben Adams Wins the 2024-25 AHL’s Ken McKenzie Award
In an exciting announcement, the American Hockey League has honored Ben Adams, the Senior Vice President and Chief Marketing Officer for the Cleveland Monsters, as the recipient of the prestigious 2024-25 Ken McKenzie Award. This accolade marks a significant achievement, acknowledging Adams’ exceptional contributions to his team and the league. Alongside this honor, the Cleveland Monsters also celebrated multiple awards at the 2025 AHL Team Business Meetings, including the esteemed Marketing Campaign of the Year and Ticket Sales Department of the Year.
The Ken McKenzie Award: A Testament to Excellence
Established in 1978, the Ken McKenzie Award commemorates the legacy of Ken McKenzie, the trailblazing founder of The Hockey News and the NHL’s first publicity director. This award celebrates the contributions of an AHL executive who excels in promoting their franchise, a role that is pivotal in creating a thriving sports environment. Adams embodies this spirit, taking his team’s marketing efforts to unprecedented heights.
Transformational Leadership: Ben Adams’ Vision
Over the past decade, Ben Adams has been a catalyst for change within the Cleveland Monsters organization. His strategic insights and innovative marketing tactics have significantly enhanced the Monsters’ profile, firmly positioning them as a recognizable force in the AHL. Under his guidance, fan engagement has soared, leading to impressive media coverage and an unshakeable brand loyalty. This transformative leadership has unlocked new avenues of revenue, attendance, and community involvement.
A Thriving Marketing Campaign: Fear the Depths
The Monsters’ success this season can largely be attributed to their bold marketing initiative, tagged Fear the Depths. This campaign has served as a guiding principle for various marketing endeavors, event operations, and fan interactions. Recognized with the Marketing Campaign of the Year award, it encompasses a compelling narrative that has resonated with fans across the Cleveland area. Visuals promoting the campaign are prevalent throughout the city and within Rocket Arena, culminating in the creation of a dedicated fan section known as The Deep End. Local commercials promoting the initiative even garnered a nomination for a Great Lakes Emmy Award.
A Record-Breaking Season for Ticket Sales
The Monsters’ dedication to expanding their audience has led to them earning the title of Ticket Sales Department of the Year. This accolade follows a record-breaking campaign, driven by initiatives aimed at enhancing the fan experience through robust group outings, youth hockey events, and sustained membership of the Monsters Hockey Club. The remarkable outcome: an average attendance reaching 11,438 fans per game, making it the highest in the league for the third consecutive year and the third-highest in AHL history since 1997-98.
Acknowledgments and Future Prospects
In addition to these awards, the Monsters’ front office received recognition for outstanding achievements in key areas including ticket sales, corporate partnership development, retail initiatives, and metrics associated with AHLTV on FloHockey. The AHL Meetings, held in Indianapolis, IL, gathered league representatives to share best practices and innovative marketing ideas that continue to elevate the game.
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