When it comes to the business of the Stanley Cup playoffs, Calgary’s gain is Vancouver’s and Edmonton’s loss.

In addition to keeping the ticket wicket open in May for the first time since 1997, the Flames’ run to the Western Conference championship has sparked a boom for local businesses, which have seen spikes in sales of products ranging from beer to flags to baseball caps.

Even some Edmonton merchants are cashing in.

“I’ve sold more Flames products in the last month than I have in the last two years,” said Robert King, general manager of the Sportchek at West Edmonton Mall.

Neil Speers photo, for Business Edge
Gerard Curran hoists a wet one – he's brought TVs into his traditional Irish James Joyce pub locations in Calgary.

“When the Flames got through the first round, we ran out of everything.”

Customers scooped up 36 regular Flames jerseys, 25 retro shirts and 30 caps, said Hawkins.

“The deeper they go in the playoffs, the crazier it’s going to get for Flames jerseys,” said King.

But that boom likely would be marginal compared to what King could have sold if the Oilers were still going strong.

The Edmonton manager has observed two types of fans – those who politely cheer for the Flames and those who don’t want anything to do with hockey anymore.

For them, said King, it’s “Oilers or nothing.”

“It’s a lot more humbling this year, considering that the Flames got through the first round and the Oilers didn’t even make (the playoffs),” said King.

He attributes the increased popularity of Flames gear to the fact that people love winners. Last year, he noted, his store didn’t sell many Detroit Tigers caps when they were the worst team in Major League Baseball.

King might have been able to sell more Calgary memorabilia, but he hedged his bets – and his orders – at the start of the post-season.

“Let’s put it this way,” said King. “I didn’t pick Flames guys in my pool.”

South in Flames country, Calgary Flames president Ken King said the hockey club will probably show a profit for the first time in several seasons.

“It is what I describe as an economic anomaly. The anomaly is that we will likely make money. We will not make money in proportion to the accumulated losses that have been generated here, but it’s black ink and that’s positive.”

According to King, the Flames lost $6-$7 million last season when they missed the playoffs for the seventh straight season.

So far, the club has already sold more than 1,800 season tickets for next year, presuming there is a season, and will likely exceed its count of approximately 12,700 in 2003-04.

The club has also sold more than 17,000 jerseys as well as countless flags, and food and beverage sales are up, said King.

But King, a booster at the worst of times, tempered his enthusiasm because of tough contract negotiations between players and owners, and a looming players’ strike or lockout in September.

“Regardless of where this (playoff run) goes or where it gets to, we, the Calgary Flames, need a new (economic) system,” said King. “And that’s what we’re going to be looking for next year.”

But King didn’t want to think too far ahead as the Flames savour their success.

“I think this is real momentum,” he said. “This isn’t bandwagon jumping.” Meanwhile, Calgary businesses are happily riding that momentum.

Scott Ross, manager of The Rocket custom-made T-shirt shop on 17 Avenue S.W., said his store has been selling an average of 50 Flames-related shirts per week since the beginning of the second-round series with the Detroit Red Wings.

“One girl made an ‘Iggy For My Husband’ T-shirt,” said Ross, referring to Flames’ star Jarome Iginla.

Over at the Joyce on Fourth, a traditional Irish pub along Fourth Street S.W. where there is usually no TVs, co-owner Gerard Curran decided to get with the playoff program during the Detroit series after crowds went elsewhere during the first round against the Canucks. Curran rented four TVs for $300 each for both his Fourth Avenue and original James Joyce Pub locations on Stephen Avenue Walk.

He has since rented another one for a group from Houston that wants to watch the playoffs this week after attending their oil and gas convention.

“My position is not to have TVs in here, but it’s what the customers wanted,” said Curran, admitting he also made the moves out of economic necessity.

“It’s been very positive – more positive at the Joyce on Fourth than the James Joyce because the James Joyce is very traditional and some people don’t want TVs,” said Curran. “There’s still the odd one that complains, but I didn’t want to be seen as anti-Flames.”

Meanwhile, Curran permitted waitresses who are usually required to sport white shirts and black ties to switch to Flames’ colours during games.

The place has been packed on Flame playoff game nights ever since.

“You’ve got to let your hair down once in a while,” said Curran.

“But, I can tell you, after the playoffs are over, the TVs will be gone.”

Back on 17th at the Ship and Anchor Pub, manager Nicola Wealleans says that the hockey club’s success has produced an 18-per-cent increase in sales from clients ranging between 18-80 in age. During games, the Ship has housed 200 people inside and another 120 on the patio, where TVs are also stationed.

The Ship’s crowds usually increase at this time of year – on weekends only – as college and university terms end and students let loose following year-end exams.

But, said Wealleans, thanks to the Flames, business is now brisk on week-nights.

Further west on 17th at Classic Jack’s pub, manager George Haralabakos estimated sales have spiked 22 per cent over the same time last year, thanks to capacity crowds inside and on the patio.

The pub’s staff has increased to 44 from 29 three months ago.

Haralabakos said playoff party atmosphere is like another Calgary Stampede.

“We didn’t expect that to happen – by no means,” he said.

Meanwhile, Calgary-based The Forzani Group, operator of the Sportchek line of retail stores, is busy transferring unsold Flames jerseys home from shops in other cities to keep up with demand in Cowtown.

In Vancouver, the team’s first-round exit prompted some disillusioned fans to discard their Canucks jerseys in disgust.

“The day (the Flames eliminated the Canucks), we had 500 and some odd dollars in returns,” said Kelly Hawkins, customer service manager of the Sportchek store in Pacific Centre.

But Hawkins said his shop has still sold “a decent amount” of Canucks memorabilia since their demise this year.

Tourists from cruise ships docking at the foot of Granville Street also helped pick up the slack, he added.

But any Flames fans in Vancouver who wander in looking for Calgary jerseys will probably be out of luck.

“We usually kick those guys out of the store,” joked Hawkins.

“There’s definitely people coming in asking for the stuff. We just don’t have it.”

Meanwhile, at Vancouver’s Shark Club, located near General Motors Place, general manager Tim Murphy said sales are down 20 per cent.

“Obviously, (business) was a lot better last year,” said Murphy.

He said he hopes the Flames’ success will convince patrons to come and cheer for a different team.

During the second round, Murphy could count on at least one other club to help offset the sales slump caused by the Canucks’ ouster.

“There were a lot of disappointed Toronto people hanging out here,” said Murphy.

He has one authentic Flames jersey to give away as a prize, but is holding off until later in the post-season, depending on how long Calgary remains in contention for the Stanley Cup.