Linden's hiring more than just a good PR move

Trevor Linden was discussing his personal situation, but he might as well have been talking about how most Vancouver Canuck fans felt.
“It just felt right,” he said Wednesday of his decision to become the NHL team’s new president of hockey operations.
Linden was quickly appointed to replace fired president and general manager Mike Gillis. The Medicine Hat, Alta., native returns to the organization with which he spent most of his 19-year NHL playing career in two stints.
Compared to previous news conferences involving Vancouver’s former top hockey executive, the change in mood was palpable in a packed room where a morning news conference was held. Prior to the announcement of Linden’s appointment earlier in the morning, owner Francesco Aquilini had been scheduled to appear and was expected to discuss his reasons for dismissing Gillis. Instead, Aquilini, after being decisive and quickly acting to end a bad situation, got to talk about hope for a better future with a fan favourite at the helm.
Linden quickly apologized for telling a TV interviewer the previous morning that he had not been approached by the Canucks about replacing Gillis – when clearly he had. But at the time of the interview, the former GM’s firing had not been announced and, as Linden said, out of respect for the process and the Gillis family, he did not reveal what was happening.
Linden acknowledged his apology to the TV interviewer, and his candidness about a mistake was something that was rarely, if ever, seen during the six-year Gillis era. For a pleasant change, pomposity was not oozing from Vancouver’s top hockey executive.
Gillis’ aloofness was something that had clearly alienated casual fans and season-ticket holders. And, it was no coincidence that Linden’s hiring was announced on a previously-scheduled deadline for season-ticket renewals. Nor was it a coincidence that Aquilini said the deadline has been extended in wake of Linden’s hiring.
As the owner indicated, Linden is “back where he belongs.” Although Linden felt a need to get away from hockey after his retirement as a player in 2008, it was strange for him not to be part of the Canucks team that he led to the 1994 Stanley Cup finals and helped prepare for the 2011 finals following his return after stints with the New York Islanders, Washington Capitals and Montreal Canadiens.
But it was evident that he would not return and work with Gillis, with whom he had clashed in his role as president of the NHL Players Association in the 2004-05 lockout that scrapped an entire season. Linden did not always get along with former coach Alain Vigneault, either, at a time when his playing skills were diminishing and the coach wanted more.
“I always believed that, once again, I’d work in this great game, a game that I’ve loved and felt it was such a privilege to be a part of ,” said Linden. “I wasn’t sure when or in what capacity, but it always remained a goal of mine.
"When this opportunity to be president of hockey operations was presented to me, I gave it great thought and I simply could not pass it up. "Through my 20 years as a player, 15 years with the NHLPA and my more recent work in growing and leading a private business, I believe I'm ready for this challenge. I'm young, I'm passionate about this team, and I want to win, just like the Canuck fans do.”
Another brief line could also prove highly insightful.
"I believe in this team and this organization,” said Linden, indicating that he will not make drastic changes to the team’s veteran core of players.
In other words, he is not going to blow up a roster that, the past three seasons aside, has enjoyed considerable success, and it appears that he will not make drastic adjustments to the hockey operations department. Gillis drafted only one player that became an NHL regular – Cody Hodgson, now with Buffalo, and made many unsuccessful trades and free-agent signings, but most of the scouts and executives – many of whom are former Canuck players – were in place when previous regimes led by Pat Quinn, Brian Burke and Dave Nonis made successful trades and free-agent signings. (Historically, Vancouver has been mainly terrible at the draft table, although the second-overall choice of Linden in 1988 was an exception.)
Following a model that the rival Edmonton Oilers and Calgary Flames, among others, have adopted, Linden will supervise, and work with, a new GM.
“We will do a general manager search from within and from outside of our organization,” he said.
Linden hopes to hire a new GM by mid-June, pending any permissions that he might need to get to speak with employees of other teams. He plans to use the final games of the regular season to evaluate much-maligned coach John Tortorella and his coaching staff.
Aquilini has come under criticism for his perceived influence in the hiring of Tortorella, who failed to get the team to the playoffs. But the owner contended Wednesday that Gillis was responsible for hiring Tortorella and the ownership group endorsed his decision.
Aquilini indicated that Linden has the final say on hockey-related matters while chief operating officer Victor de Bonis will continue to run the team’s business side – which he does extremely effectively. These comments indicate a distinct separation from the hockey operations and business sides whereas Gillis previously held the position of team president and often tried to pass himself off as a top corporate executive.
“Trevor will make all of the decisions on hockey-related personnel – coaches, players, and free agents, whatever is (needed),” said Aquilini. “Trevor will be in charge of hockey operations and will make all the decisions.”
“I’ve had great conversations with Francesco and with (the Aqulini) family, and they’ve given me full control to make the right decisions and full autonomy,” said Linden. “Obviously, in any sports organization situation, a good relationship with ownership is important, and I intend to spend a lot of time working with them and help them fully understand the decisions we make and why.”
Linden, 43, has made Vancouver his home since he was drafted by the Canucks as an 18-year-old. He has been involved in private business, boosting the fortunes of an eyewear company, real estate development firm and fitness chain that bears his name. But he had always hoped to get back into hockey – and never really wanted to work with another team than the Canucks.
"You don't spend 20 years in the National Hockey League and spend your whole life in hockey and not have it in your DNA," he said.
This was the right time to get back in the game, he added. Now, he must prove that his hiring is more than a good public-relations move – and he can make a difference.
But his playing success, his name recognition and his relationships with many people in the NHL bode well for him – and the Canucks – in the future. As he has indicated during his playing career, it is never wise to underestimate him.
Yes, his hiring is a good – and welcome – PR move, but chances are that he will be much more than just a friendly face for the organization.