The Rise & Fall of San Francisco’s Last Hockey Team

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When the San Francisco Bulls were announced as one of what would be four expansion ECHL franchises in September of 2011, it was met with fairly muted optimism. People in the big city aren’t getting overly excited about minor-league hockey.
When the team folded during its second season at the Cow Palace, many were left wondering where it all went wrong. Despite good marketing, community outreach, solid attendance numbers, and an okay enough on-ice product, the Bulls were unable to make it work, although it wasn’t exactly the team’s fault.
Pat Curcio would not only be the founder and owner of the San Fransico Bulls, but he was also the team president, general manager, and head coach. A lot of hats but many of which he had some experience wearing. Curcio played minor league hockey as well as in Europe and had spent nearly a decade coaching at various minor league teams in the US and Canada.
He gets a group of investors together, some from his native Canada and some stateside and he manages to secure an ECHL expansion franchise. The choice of San Francisco for their team also made sense, at least on the surface.
It’s a big market and there was a building ready for use in the Cow Palace. Let’s be real; it is easier to sell on an investment group, many of whom aren’t locals, on playing in San Francisco than, say, Fresno and Selland Arena.
The problem was that the Cow Palace was not ready to host hockey. Getting it ready ends up being a money pit. Seriously, they would have been better off buying a boat.
This would be the start of the Bulls rapid rise and even quicker fall.
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[@ronaldredmond3308]

Does anyone remember the San Francisco Spiders minor league hockey team? They had a cool logo with a Black Widow spider.

[@JackDaniel-t7l]

Still have my Spiders sweater

[@duckattak]

He mentions it in this video. Honestly I forgot about it until this video reminded me

[@HFD96SD99]

@@ronaldredmond3308 they did have a cool look. Too bad they failed.

[@Pinegrapple]

I was at that Bulls game at SAP Center (or HP Pavilion, back then) that you mentioned. People were so starved for hockey with the lockout that free hockey was a no brainer, but so many people were heading for the exits after the 2nd period because the quality drop-off from the NHL to the ECHL was so vast. It ended up more of an "I miss hockey but not quite enough to watch anymore of THIS" vibe.

[@robertlindey2538]

In 2011, the ECHL took on a team in Chicago, known as the "Express." Unlike the Cow Palace, this team's arena was in a ritzy suburb. The team only lasted one season and only averaged 2,508 fans per game. The team posted a winning record during that season but just missed the playoffs because of a logjam of teams ahead of them. The problem was not just competition from the Blackhawks, but also a very successful AHL team---the Chicago Wolves. This same scenario also occurred in 1978-79, when the Northeast Hockey League took on the Jersey Aces. The team was partially owned by former Phillie slugger Mike Schmidt. The team played in Cherry Hill, New Jersey (a mere 10 miles from Philadelphia). The arena was in awful condition and Philly also had both NHL and AHL teams. Instead of folding, the team moved to Hampton, Virginia to finish out that season. The team would play two more seasons there and then the entire league would fold.

[@geoff3103]

Hoffman Estates is a bit off the beaten path. If the Hawks ever grew a brain and moved the Icehogs to Indianapolis or go the Wolves out of there and moved them to Rosement. THEN an ECHL team should move into Rockford. heck I might even so bold as to say move an ECHL into Rosemont with an AHL team. Rosemont is a much better location then Hoffman Estates.

[@JackDaniel-t7l]

SF Bulls were awesome. Missed hockey @ the Cow Palace since the Spiders.

[@connoromelia4176]

Would love to see more hockey/defunct teams videos like this.

[@PCSPounder]

One of the investors was Angela Batinovich, who had been a primary owner of the Portland Lumberjax indoor lacrosse team. IIRC, she was dating a player and that got her interested. Naturally, the expense of renting Moda Center and not really being able to build something from scratch didn’t deter her from this investment. Shrug.

[@andrewhogan6652]

I worked for the Bulls fresh out of college on the marketing side of things and while the Cow Palace was a villain for sure, there were other factors in play as well. One of the reasons why a possible move to Fresno or Bend, OR never came about was because the Sharks were stringing the Bulls along-there was a thought that they would buy the team, take over, and eventually elevate it to AHL status (kind of like the Reign), but backed out in the end which was, in many ways, the final knife in the back of the Bulls. I have plenty of stories about the fateful final few months of the team... PS: I had the password to the Twitter account way back when and posted from time to time, but I lost the password about 6-7 years ago. I have a pretty good idea who it is that is still posting. Ha!

[@user-fc9fg5ix2x]

Hey brotha random question but I’m a marketing student about to finish college. Any advice to getting into the entertainment/sports side of marketing?

[@WookieDrives]

If Bend was on the table, where they to play at First Interstate Bank Center? That place barely accommodates arena football and I can't imagine hockey there.

[@andrewhogan6652]

@@WookieDrives I am not sure where they would have ended up playing-I am from California and do not know the Bend area all too well (and it was 11 years ago). There was a potential investor that wanted to move the team there-I would assume the investor had a plan if they ended up going there. I know there were also some looks at the Civic Auditorium in San Francisco (which has a perfect location), but the floor was too small there.

[@andrewhogan6652]

@@user-fc9fg5ix2x Give up! Ha! In all seriousness, I haven't been in sports marketing since the collapse of the Bulls, in part, because I did not want to move out of state. Whatever your situation, you'll have to be flexible with where you live and expect to make peanuts to start.

[@andrewhogan6652]

@@user-fc9fg5ix2x Give up! Ha! I have not been involved in sports marketing since the collapse of the Bulls being that I was not flexible in terms of where I lived (I did not want to and still will not leave California). My suggesting is that if you really want to do it, expect to make peanuts to start and be flexible.

[@RosscoSoletrain]

I went to a ton of games. The sound system was really good, scoreboard was fine, the bar they set up behind the glass was sick, I met a ton of celebrites there, they were very loose with smo*ing in the parking lot, merch game was decent, the food sucked but it was an amazing experience. Cow Palace is a suck but it didn’t matter. When they canceled the second season half way through it was tough to get my money back but I did….miss hockey in SF. Can’t wait for the Sharks to come up here

[@brentgill7180]

Awesome video!! Enjoyed watching that. I don't know if you keep your content to Bay Area sports, but I'd love to see a video about the Miami Matadors of the ECHL. Pretty similar situation, but even more drama! Keep up the great work!

[@thetouchback]

The Miami Matadors story is epic. And their logo and mascot are famously comical. The issue is that not much is out there in terms of video and photos from their lone season. I'll keep digging and see if enough turns up for me to make a video, but you're right; their story is nothing but drama.

[@MichaelRegan]

That “like” was in quotes, not in (like) parentheses 🙃

[@edwardwalter3100]

Appreciate the fact your over head shot of 280 was at the right exit. That's the level of accuracy we all come here for.

[@SantaDog81]

Fun Fact: The Bulls mascot Rawhide is still active. The Sonoma Stompers (semi-pro baseball) bought his costume, and still use him.

[@joshloveshockey333]

Another thing worth mentioning, before the Knights were born, the ECHL attempted to bring hockey to Vegas with the Las Vegas Wranglers in 2003 but they disbanded in 2015 due to the fact that they couldn't find an arena to play in

[@Lawomenshoops]

Cow Palace is in Daly City, right?

[@PCSPounder]

Oh yes. Imagine trying to drive there from the South Bay on a weeknight in the Sharks days.

[@diegomeredith-marquez929]

The facility itself is, but some portions of the parking lot extend over the County line into San Francisco,

[@geoff3103]

NHL really dropped the ball by not pressuring the city to force the Golden State Warriors to build the Chase Center so its NHL compliant. San Francisco is much better place for NHL hockey than San Jose. San Jose would be better for an AHL team, and then put an ECHL team in Sacramento. Bam!

[@PCSPounder]

@@geoff3103 The NHL is more interested in control of an arena than being in the center of the market… unless the market is so big that they don’t mind. The story is apparently that GSW offered and the Sharks declined.

[@geoff3103]

@@PCSPounder with having 7 markets up in Canada they need to be in the center of markets (and big markets at that) for TV money sake instead of this penny ante gate receipts that they worship. I'm sure Lacob "offered" but it was a lowball. But thats to be expected from the NBA since they hate the NHL. No, the NHL has to lobby the cities that sign off on these arenas to stipulate that they are to be built for NHL hockey as well since it only benefits the community to get maximum use out of the facility, and also in the event of the NBA team relocationing. It protects everyone. Tough kurapp if the NBA doesn't like it, they'll fold be cause they have to build it. But as usual, long-term strategy is not an NHL strength.

[@PCSPounder]

@ Oh dear. The NHL is in midtown Manhattan, downtown Los Angeles, the heart of Toronto, close enough in Boston, downtown in a lot of places, but unless they’re in San Francisco instead of San Jose, the TV contract sucks? Not just that, but with a privately financed arena, the Warriors should be FORCED to accommodate hockey? Generally, this is where I tell people to share the drugs. I suspect you might be a little young for that, however. The NHL has bigger problems than arena placement. Expensive sport to grow up playing, Americans don’t always get it, probably a racism problem and very much a disconnect between the core hockey fan and the average American on how they want to see athletes comport themselves. And I have seen plenty of games in Vancouver and, get this, I’ve been to Winnipeg. Saw the first season opener in what was then San Jose Arena before I moved away. I’m also a Blazers fan and I have seen how owners have often tried to lowball their way into the NHL. Reality is you get what you can.

[@geoff3103]

@@PCSPounder Oh my. I have to explain a few basic things that every sports business worker knows. Yes, it does matter where the Sharks play. Small wonder why San Jose has the Sharks and the Earthquakes. And those two sports leagues are at the bottom of the Big 5. The other three teams are not in San Jose. Yes, they should've pressed for that requirement because though the Warriors paid for it, they still get put through the ringer with the city of San Francisco. Just because you have the money doesn't mean you don't have to still take orders from the city on what you can and cannot do. And since they are already getting squeezed why not demand NHL hockey too since again, it covers all the bases? But again, the NHL is notoriously inept in this area. But arena placement is the one area they control and is of paramount importance. They aren't in Phoenix anymore solely because of arena issues, and couldnt stay in prime Barclays Center as well. And Phoenix is a good market to have. Trading Phoenix for SLC is like trading a Ferrari for a Fiat. And LOL about boasting about going to a game in WINNIPEG. Why??!?!?!? I hope you were there on business or for a wedding or some significant event and didn't just do a road trip.And yes, the NHL has all those problems you mentioned though Race isn't one of them. They just have a core disconnect between sports fans because hockey players nowadays are about as exciting as cold oatmeal. Add in the NHL marketing machine is inept on its best day to nonexistent on a typical day, plus the NHL are very cheap and greedy people who'd rather make a penny instead of trying to make a dollar and this is why hockey is in trouble in the 21st century.

[@PCSPounder]

@ I would prefer to listen to owners. There’s more money in controlling an arena (YOU collect the rent from tenants, concerts, etc) than there is in being a renter, way more often than not. Obviously GSW decided it was better to be in SF than Oakland. They’ve had some championships, they’re swimming in money, the owner can afford the high cost of San Francisco. Not that Silicon Valley is a big drop off in terms of cost… the area certainly doesn’t lack for money. San Jose isn’t Kanata. It may not be where the Google Buses take you home, but it functions well enough. But you made the argument that San Jose hurts LEAGUE revenues. That’s hilarious. That’s not causing a viewership of 417K for Wild v Blues. The NHL doesn’t play football and cords are still being cut. Nobody is really mastering viewership the way they used to, frankly.

[@Thechief8771]

As a echl fan (wheeling nailers fan), I'm surprised an echl team played in the cow palace

[@krakrex780]

As someone who loved going to Cuda games when I was out there for a few years, minor league sports in the Bay is a terrible decision. No one cares in the Bay unless you are the top league. The only odd one is the SJ Giants. I went to Cuda games during week days and maybe there were 200 people in the stands. And that’s IN San Jose. Weekend games were some what better but no missed out on really good hockey.

[@leper73]

The SaberCats of the Arena Football League were one of the most successful franchises, both on the field and at the gate. The league was unfortunately brought down by a series of incompetent commissioners. And the San Francisco Demons of the original XFL led the league in attendance. So some minor league Bay Area teams have been successful.

[@duckattak]

Crazy how the sharks were aware of how bad attendance was and cost of the Bulls and STILL made the barracuda play in San Jose. I love the cuda and go to lots of their games but their games are almost always empty because “for $30 more I can see the sharks later tonight instead.” Cuda should have gone to like Sacramento. Still in a 2 hour driving range from San Jose and won’t be in the sharks shadow. They barely even market the team at all. People here in San Jose either never heard about the cuda or thought it was like a high school team. No reason why the sharks needed to kill their AHL investment having them play the same city

[@thetouchback]

The thing about the Barracuda is that it is more about the facility and bringing hockey to the community than attendance for AHL games. That facility is popping off all the time and has made hockey more accessible in the South Bay. Of course, it came at the expense of the Cuda attendance.

[@dennisbowley9940]

hear me out is oakland an untapped market with all the teams moving out. Like if they got an expansion franchise and put them in oakland arena renovate it maybe they would do well cause of the lack of pro sports?

[@leguy5662]

Bring back the Seals!

[@geoff3103]

Sharks should move their AHL team there. SJ doesn't need two hockey teams.

[@losertravels]

Chris Frank, Glasgow Clan and SF Bulls Legend 💅🏻

[@99tjpro]

the fact that the sharks chose san jose was such an auraless decision

[@gordonronco]

I still have a Bulls hoodie that I bought at the home opener that I wear regularly. More durable than the franchise 😂

[@erich84502a]

San Francisco Spiders IHL only lasted 1 year in the 90s

[@theshape3988]

Fantastic video Touchback

[@zacplayshockey1]

I remember when the SF Bulls were announced. Ultimately, it seems like SF is not a minor-league destination. They would be competing with every major sports team in the bay area. It is really easy to go from Oakland to San Jose to watch an NHL game. Minor hockey could work in SF and Oakland if the teams owned the arenas. The San Jose Barracuda are still kicking. I don't think the Barracuda would be around if not for the Bulls. I think if the Bulls could have held out for another year or two they would have joined all of the other California ECHL teams in joining the AHL. The Barracuda would probably be the Bulls. I think they would have had more success in Fresno. Same story, they would have joined the AHL. I think the best way to make ECHL happen in SF and maybe Oakland would be to attach a 5k arena onto an ice rink like the Barracuda did in San Jose. With the Tahoe Knight Monsters there should be more West Coast teams.

[@zacplayshockey1]

Also I really did like their branding. Their logo reminded me of a branding iron. I wish they would have leaned into their western motif more. I am a big fan of crossover concepts. I am a fan of how European clubs keep similar branding across sports. I always thought it was cool to have a SF Giants style hockey team.

[@geoff3103]

I think the Barracuda would do better in Oakland right now given how the Raiders and A's are gone and the arena is just sitting there. But definitely no minor league in SF.

[@christianespinosa9999]

This is absolute cap. They did not have good attendance. Every game I went to there was maybe like maybe 200 people when I would go as a kid. And one of the times maybe 100 and that’s pushing it

[@HFD96SD99]

In the 60s, the NHL did not want the Seals to play in the Cow Palace. So they had to play in Oakland, which killed them, because SF fans did not want to cross the Bay. Fresno had success in hockey over time (WCHL, then ECHL), so it was sad they did not go there.

[@geoff3103]

Fresno could use an ECHL team

[@HFD96SD99]

@ I remember when the Falcons played the Gulls back in the early 2000s. Fun games. With Tahoe having a team, Fresno could have a rival.

[@thebay420]

How do you talk bay area hockey history and dont mention the nhl team thst played in the cow palace the golden seals😮

[@starshinestudiosofficial]

Or it could be boiled down to 3 words San Jose Sharks

[@alexandercronk5694]

Maybe this would have worked better if they'd done it in Oakland? There is a BART station at least.

[@Mad_ox8]

I think at the time they would have conflicted with the warriors, but now could work but costs would still be high cause it’s an old/ big arena

[@geoff3103]

NOW yes. But at the time no. At a minimum it have to be an AHL team for the Sharks

[@LarryDanaDavid]

Good grief man, the narration. Unsolicited advice, slow down and enunciate.

[@ianlalonde5373]

Who owned the Cow Palace, was it the city or someone else?

[@andrewhogan6652]

State of California

[@tomservo5607]

Unfortunately Blue states use an algorithm that generates an estimation on how much money a game will generate (rivalry teams, large traveling fanbase ect..). So if a game generated only 8 thousand in concession sales but the state came up with 10 thousand the team has to pay the state on the 10 thousand. This causes teams to lose more money than they actually generate.

[@shaunnichols1743]

I wonder if they wouldn't have been better off at Kezar Pavilion than the Cow Palace. Lower capacity but it's a central location and far easier to access.

[@thetouchback]

I don't know if Kezar Pavilion can do an ice event or if it would have room to store the equipment. You are definitely right about the location being better and really, 3,000-4,000 seats would have been good for an ECHL team.

[@higgy04]

Not only did the Bulls jerseys sport an Anaheim Ducks color scheme, the numbers were exactly the same as the Ducks too.

[@zacplayshockey1]

Different fonts

[@gilbertgutierrez5560]

Nobody in San Francisco want to watch minor league hockey.

[@gilbertgutierrez5560]

Only way people in San Francisco go to hockey if it a NHL team in San Francisco

[@zacplayshockey1]

It is so easy just to go to San Jose that I get it