HOW THE IOWA WILD BROUGHT RECOVERY NIGHT TO WELLS FARGO ARENA

Apr 18, 2024

In the American Hockey League, the product off the ice frequently drives just as many fans to games as the play on the ice. The Iowa Wild, like many teams, are not only known by the surrounding community for their exciting giveaways, but also for impactful theme nights. While Pink in the Rink and Hockey Fights Cancer Night are two of the more commonly known theme nights, there are several other events throughout the season that raise awareness and funds for special causes. 

When Jeff Petersen, Iowa’s Manager of Marketing Promotions & Events, joined the team, he wanted to make an impact by dedicating a game night to a cause important to him. As a Minnesota native, Jeff had previously been to four “Recovery Nights” at Minnesota Wild games and seen firsthand the impact the event had on those in recovery in Minneapolis-St. Paul. 

“As a member of the recovery community, it’s my favorite night of the year,” said Petersen. “It brings people together who have gone through some really hard times and shows them how many people are out there who are just like them. It’s important to celebrate the community and end the stigma of addiction.” 

The Iowa Wild had never held a similar event, so Petersen started building out goals for the night and a plan for the evening. Initial goals included hosting a pregame recovery speaker meeting before the game, recovery organizations tabling on the concourse at the game, and the Iowa Wild recognizing members of the recovery community during the game. 

Petersen needed to prove that the event would draw people before the team could commit to it. One of the biggest challenges he faced in getting started was a lack of local connections as a transplant in Des Moines. 

“I needed help from local recovery centers and organizations to help spread the word to their base on what we were trying to accomplish with this night,” said Petersen. 

Fortunately, several organizations jumped on board immediately upon learning about the initiative. Once St. Gregory Recovery Center, Ivory Plains Recovery Center, Broadlawns Medical Center, and YSS committed to sponsoring the event, Recovery Night officially received the go-ahead for the team’s Apr. 6 game against the Hershey Bears. UnityPoint Powell CDC, Full Circle Recovery, and Steps of Hope Iowa would also join the team later to help promote the night. 

With ticket commitment and support secured, Petersen started to plan out the event and what the night would look like.  

YSS, Broadlawns Medical Center, Ivory Plains Recovery Center, and the Iowa Wild each provided a speaker for a pregame meeting for those in recovery. At the meeting, each speaker shared their connections to the recovery community and two of the speakers shared their experience, strength, and hope with overcoming addiction. Each recovery organization also promoted the resources that they provide to the surrounding area for those still struggling with their addiction.  

“The biggest success we had was the positive feedback we received from our partners and those who attended our pregame meeting,” said Petersen. “The goal of any recovery meeting is to share experience, strength, and hope on overcoming addiction. If you can impact the life of one person, then that makes the meeting a success.” 

Eight organizations tabled throughout the concourse, and the highlight of the night came during the third period, when the Wild recognized two Powell CDC employees, Liz Mansfield and Tonya Sohm, as Heroes of the Game. Both Liz and Tonya battled their own addiction, got sober, and then turned their attention to helping others get sober, dedicating their lives to helping people recover from substance abuse issues.  

With the experience of the inaugural Recovery Night under his belt, Petersen says he is looking forward to growing the event in future seasons. Ideas include bringing the team’s street hockey setup to a local recovery center and replicating the Minnesota Wild’s tradition of welcoming a former professional hockey player to discuss sobriety at the pregame meeting. 

“I celebrated four years sober on Feb. 3, 2024,” said Petersen. “The recovery community helped me get my life back. Being in a position now to help pass that forward means so much to me and I don’t take it for granted. I truly love the recovery community and being able to put an event together that celebrates this group is something I will always cherish.”