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Cougars, Wolves the rare successes in a long line of suburban sports

For more than two decades, the Kane County Cougars and Chicago Wolves have written the playbook on how professional sports can prosper outside Chicago's city limits.

The Cougars consistently have packed Fifth Third Bank Ballpark in Geneva with between-inning entertainment, a massive food menu and “a county fair” atmosphere. Oh, there's baseball, too. The Wolves, meanwhile, have rewarded their devoted fans with winning seasons and championships.

But where the Cougars and Wolves have succeeded, scores of other sports organizations have struck out.

“For one reason or another, they've come and gone,” Cougars Vice President and General Manager Curtis Haug said when asked about the number of pro franchises that have started - and failed - in the suburbs.

Still, that hasn't stopped other organizations from trying.

In November, the Chicago Bulls announced they would open an NBA Development League team that will play at the Sears Centre in Hoffman Estates. And Rosemont - where the Wolves play - is planning to construct a new minor league baseball stadium by summer 2018.

Other teams operating in the suburbs include the Schaumburg Boomers minor league baseball team and the Chicago Bandits women's softball team. The Chicago Sky women's basketball franchise earlier this year extended its deal to play at the Allstate Arena in Rosemont through the 2017 season.

Whether existing or future teams have the staying power of the Cougars and the Wolves remains to be seen.

'The Pioneer'

The Kane County Cougars set the bar for success among pro sports teams choosing to make a home in the suburbs. The Cougars have played at their Geneva ballpark, now called Fifth Third Bank Ballpark, since 1991. Courtesy of the Kane County Cougars

The optimism team owners have about the suburbs today didn't exist in 1991 when the Cougars played their inaugural season.

“We were the pioneer for minor league sports in the Chicago area,” Haug said. “Everybody grew up with Cubs and Sox, Bears, Bulls and Blackhawks. It was a major sports market.”

But in their 25 seasons, the Cougars have shown a knack for filling the stands.

The team recently became the first Class-A franchise in the history of minor league baseball to draw 11 million fans. More than 400,000 fans flocked to Fifth Third Bank Ballpark in 2015.

Haug said the keys to the Cougars' success include affordability, convenience and entertainment.

The Cougars, for example, have pregame autograph sessions, between-inning entertainment and postgame fireworks. Fifth Third Bank Ballpark also has picnic areas and a “KidZone” for children too young to sit through an entire baseball game. That kid-friendly spot includes an inflatable slide, swing set and an obstacle course.

  Team mascot Ozzie Cougar is among the Kane County Cougars' sideshows at Fifth Third Bank Ballpark in Geneva. The ballpark's minor league franchise became the first Class A team to draw 11 million fans. Laura Stoecker/lstoecker@dailyherald.com

“We're constantly entertaining the people where the game is almost secondary,” Haug said. “We just try to make every fan experience incredible and memorable.”

The Cougars' stadium also packs a big-league menu that includes roasted corn, pork chop sandwiches and barbecue chicken.

A Class_A affiliate of the Arizona Diamondbacks, the Cougars also have supplied talent for the Orioles, Marlins, A's, Royals and even the Cubs in 2013-14.

In addition, more than 130 Cougars in team history have reached the major leagues, including Miguel Cabrera, Adrian Gonzalez, Josh Beckett and Kyle Schwarber.

So Cougars fans know they could be watching future major league players.

There's also been success on the field. In 2014, the Cougars captured the Midwest League championship. Last season, the team made the playoffs, but lost in the first round.

That's almost incidental. Haug points out the Cougars attracted big numbers of fans during losing seasons.

“I don't think the record matters one bit,” he said.

While it makes people happy when the team wins, Haug said, “The bottom line is they come out for the entertainment. They come out for the good food. It's a social event more than anything. It's the experience.”

Winning hockey

The Chicago Wolves, launched in 1994 as a minor league franchise, plays at Allstate Arena in Rosemont. Courtesy of the Chicago Wolves

The founders of the Chicago Wolves jumped at the opportunity to create a hockey team in the suburbs that would be affordable for families.

It's a move that has paid off for the franchise, which has called the Allstate Arena home since 1994.

“We've had a really steady fan base over the years,” said Mike Gordon, president of business operations for the Wolves. He added that the team draws more than 300,000 fans annually.

And the team has given its fans winning hockey.

In fact, the Wolves have never had a losing season in their 21 years and have won four championships.

“We strive to win championships every year,” said Gordon, noting the organization works hard to add the best players it can find. “We actually go out, scout and sign free agents in attempts at winning on the ice.”

Playing in the American Hockey League, the Wolves are the minor league affiliate of the St. Louis Blues. As a result, future and former NHL stars have donned a Wolves uniform; Chris Chelios finished his pro career with the Wolves.

In addition to putting a quality product on the ice, Gordon said the Wolves cater to families with affordable ticket prices and entertainment, such as an elaborate indoor fireworks show before every home game.

“The other reason we're successful is a tribute to the Chicago fans,” Gordon said. “They've embraced us. They've shown us with the most important thing (by attending games) that they want this brand. They want to come, and they want to cheer for us.”

The success of the Blackhawks has only helped the Wolves by making hockey more relevant.

“Hockey has never been hotter in Chicago,” Gordon said. “The more people are interested in hockey, the better off we all are.”

Saturated market

Remember the Chicago Express and Chicago Hounds minor league hockey teams that both played at the Sears Centre in Hoffman Estates? How about the Chicago Shamrox, a major league lacrosse team that called the Hoffman Estates arena home?

They're just some of the many teams that have failed in the suburbs or moved closer to Chicago.

Even the Chicago Bliss of the Legends Football League - formerly the Lingerie Football League - left the Sears Centre and now plays at Toyota Park in Bridgeview.

Gordon said it's simply not easy to launch a new team, especially here.

“We are a saturated marketplace,” he said. “So you have to be a strong brand in order to survive.”

The economic downturn was blamed for the demise of both the Shamrox and the Chicago Storm, an indoor soccer team that also played at the Sears Centre. When the Lake County Lakers, a semiprofessional basketball team, ended its one season in 2006, the popularity of high school sports was cited as one of many obstacles the team failed to overcome.

Despite the problems other franchises have had, Haug said he remains confident that new teams “have a shot” at a being successful in the suburbs.

“It's a great area,” he said. “There's great fans. There's a lot of people supportive of sports.”

One squad that's expected to do well is the Bulls' Development League team, which will begin playing at the Sears Centre in the fall. Bulls President and Chief Operating Officer Michael Reinsdorf has said the franchise will re-create the fun and excitement of the United Center experience at the Sears Centre.

Haug said that would be good, too.

“I hope the Bulls do well in Hoffman Estates,” he said. “I hope they have good support out there.”

I knew Cougars before they were The Cougars

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