USHL Waterloo Black Hawks

Greene Promoted as Hawks Soar

Published on March 15, 2023 under United States Hockey League (USHL)
Waterloo Black Hawks News Release


Waterloo, Iowa - Over 9,000 Waterloo Black Hawks fans have attended the team's last three home games in 2,919-seat Young Arena; the above-capacity crowds are just one measure of success the team has experienced under the leadership of Joe Greene.

On Monday, Greene was promoted from the team's President of Business Operations to President and Chief Operating Officer. He is completing his eighth season with the organization. During that time, the Black Hawks have prospered with new amenities while reaching historic milestones, celebrating on-ice success, and enjoying the support of hundreds of new fans. The team has also navigated the complexities of COVID-19 and the resulting post-pandemic sports and entertainment landscape. Accompanying Greene's new title is a contract agreement which provides the team with leadership continuity for at least the next five seasons.

"It is truly an honor to be the Team President and Chief Operating Officer of this iconic organization with a rich history, not only within the USHL but across junior hockey," said Greene. "There are so many people who have been instrumental in my career, and I am thankful for all I have learned from them. I'm extremely grateful to our ownership group for trusting me with this opportunity.

"I love the Black Hawks and understand the great honor and responsibility that comes with this role. I'm committed to doing everything possible to help us be in position to consistently compete for championships and to provide the absolute best fan experience possible."

Black Hawks Managing Director Eric Petersen reflected on Greene's importance to the team, especially during the extraordinary circumstances created by the coronavirus, one of the most daunting obstacles the organization has encountered since being founded in 1962.

"The Black Hawks have emerged stronger than ever with one of the premier game night experiences in junior hockey. That is the result of Joe's leadership and his insights in assembling and outstanding front office team," said Petersen. "Today's announcement provides the organizational stability to realize our long-term vision of creating new fans within the Cedar Valley, engaging new corporate and community partners, and supporting the development of world-class hockey players on their way to success at the game's highest levels."

Greene and Black Hawks Head Coach Matt Smaby have collaborated closely to align the Black Hawks' hockey and business operations. While Waterloo has been among the United States Hockey League's most competitive teams this season, the Hawks have simultaneously renewed their commitment to being active within in the community, providing more opportunities for fan-player interaction to the mutual benefit of both groups. Fans have the chance to meet the players who they cheer for on game nights, while players can better understand the Cedar Valley's hockey heritage and the tradition which they are continuing. Waterloo remains a top destination as players assess their junior hockey options, in large part due to the organizational culture built and maintained over the past two decades.

Outside the glass, the fan experience at Young Arena has been dramatically transformed during Greene's tenure. The rink celebrated its 25th anniversary in 2019/20 and has remained vibrant thanks to capital investments overseen by Greene. The projects have included the Coors Light Cold Zone, which opened in 2015 before being expanded to nearly double its capacity in 2017. The Cold Zone project was among a flurry of improvements also including a new Party Town Outfitters team store and the addition of the Lincoln Savings Bank and SingleSpeed Luxury Suites above Sections A and T respectively.

The Black Hawks' fan experience has been functionally improved in other ways during the past eight seasons. For example, the team has introduced a variety of ticket and beverage promotions, maximizing value for fans in attendance with special offers, giveaways, and customizable packages. Underpinning these offerings, Greene supervised the team's transition to a new ticketing provider - Igniter Tickets - in 2020, giving fans new flexibility with electronic tickets.

Greene also managed the transition to a new team logo in 2021. The design retained the Black Hawks' name in a circle around a Hawk silhouette, while the text, the shape of the bird, and the former arrows of previous seasons were restyled, and a third elemental color - silver - was added. The logo was created by noted professional sports graphic design specialist Brian Gundell as a synergy of the organization's past joined with a streamlined, 21st century look.

For Black Hawks marketing partners, Greene's leadership has meant a renewed era of creativity. Perhaps no partnership reflects this better than the team's work with SingleSpeed Brewing to create two hockey-themed beers: Season Sixty and Party Town Pils. These two craft recipes were eagerly enjoyed by hockey fans and beverage connoisseurs alike. The special brews are one element of a partnership between two downtown Waterloo entities, which also includes special events at the brewery, game day appearances, and more. The two businesses are also united in the mission to make downtown Waterloo a vibrant destination for visitors and Cedar Valley residents alike.

In recent seasons, the Black Hawks' longevity has created opportunities to tell the team's story in unique ways, particularly in 2021/22. Last year was Waterloo's 60th consecutive season of hockey. The Hawks honored that tradition with a special commemorative logo and a homecoming attended by alumni from across the organization's history. Coincidentally, the season also featured Waterloo's 50th Thanksgiving home game, an annual holiday ritual which was formally recognized by Governor Kim Reynolds as "...Iowa's great Thanksgiving hockey tradition..."

The organization has been honored several times for its role in improving the quality of life in the Cedar Valley. In 2019, Greene and the Black Hawks front office accepted recognition as Business of the Year from the Greater Cedar Valley Alliance and Chamber, known today as Grow Cedar Valley. A year later, the Hawks were named the area's Outstanding Attraction by professionals from Experience Waterloo and the Cedar Falls Tourism & Visitors Bureau during the Cedar Valley Tourism Awards.

A seasoned veteran of sports business, Greene's prior experience within the industry included time spent with professional hockey teams in Topeka, Wichita, Dayton, and the Kansas City suburbs, as well as the Wichita Wingnuts baseball club. He is a 2002 graduate of Fort Hays State University in Kansas. The Greene household includes some of the Black Hawks' biggest fans: his wife, Sarah, and sons Justin, Drake, and Coby.

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