The Hockey Cultural Program initially began in 1972 when Jean Beliveau and the late Peter Bronfman contacted Robert (Bob) Beale (founder and Executive Director of the Canada Student Exchange Programs). They wanted to propose to Bob an exchange program that would involve the hockey club "Les Canadiens" that would use the game of hockey to bring young Francophone and Anglophone Quebecers together, to foster friendship and better understanding between them.
Bob Beale, Jean Beliveau, Peter Bronfman and former NHL'er Marcel Bonin created a modus operandi for minor hockey teams in the Atom and Pee-Wee categories to participate in a weekend of cultural awareness. Jean Beliveau suggested that, in light of the objectives of the Program, the competitive aspect of hockey should be eliminated. Therefore, goalies could change sides, coaches could change benches, players would change sweaters, and no score would be tabulated a friendly fun-filled weekend experience could be had by all.
The visiting teams arrived on a Friday afternoon and were received and entertained by the host players and their parents. On Saturday, buses took the teams to the Montreal Forum to watch their hometown NHL heroes and the visiting team practice, take pictures and get autographs. The thrill of a lifetime came next when the kids skated onto the NHL ice for the first time. The players also got to do hockey skill exercises where the winner received the Pro-Am Hockey School Trophy.
As one visiting NHL player who, was at the Forum to play against "Les Canadiens", told a reporter: "You know, the first time I skated on the Forum ice, I was only 8 years old when I participated in Jean Beliveau's HCP. I remember my heart was in my mouth. Imagine me, skating on the same ice as "Rocket Richard", and Jean Beliveau. I looked up at all the Stanley Cup banners hanging from the rafters and right there and then, I realized that my dream was to someday play here as an NHL player, and here I am. You know, sometimes when we're kids, we don't fully realize how lucky we are" - Luc Robitaille.
There would be many more NHL'ers retired or playing today who had the same opportunity as "Lucky" Luc Robitaille since over 31,000 kids in Quebec participated in the Hockey Cultural Program between 1972 and 1992. Parents whose children participated in the HCP sent thousands of letters to Jean Beliveau, Ron Corey, Bob Beale and the HCP staff and directors congratulating and thanking them for the cultural values that their children learned from their experience.
When Jean Beliveau retired in 1992, the HCP sadly ended. Many had heard about the HCP from other kids in their district and were disappointed that they may never have the opportunity to participate. This resulted in hundreds of phone calls and letters to the HCP office from parents and coaches urging the Program to continue.
*END OF 1992 AND BEGINNING OF 1993*
The history and overwhelming success of the HCP, coupled with the hundreds of phone calls and letters from parents and coaches received at the HCP office, inspired Bob Beale to go to the HCP board of directors. He explained to them that when parents support and encourage such a positive program, they should be listened to. However, after several meetings, the board of directors was still a little skeptical about being able to acquire the operational costs for a nationwide Program especially when their previous monies where no longer available.
After several more meetings, the board of directors decided to introduce a pilot project. They asked Bob Beale (who was also retired at the time), if he would volunteer his services to build a structure on which the HCP could be expanded across Canada. The main objectives were: 1) to contact and negotiate with the Federal government departments of Canadian Heritage for a grant; 2) to acquire the support and cooperation for the Program from the essential hockey bodies in Canada, i.e. the CHA (Minor Hockey), the NHLPA (NHL Players Association) and the Canadian based NHL teams (management cooperation) and last, but most important; 3) to raise money to cover the operating costs for the Program through public donations and corporate sponsorship.
*1993*
Naomi Schwartz was honored in 1992 by Jean Beliveau for her 20 years of service as executive secretary for the H.C.P.. Bob Beale asked her if she would be willing to volunteer more of her time to prepare letters for the government, potential sponsors, corporations and foundations, etc. which she gladly accepted to do. Mr. Beale then contacted his long-time friend, Marcel Bonin, to acquire his aid. Marcel answered: “Bob, I’ll support you 100% in the undertaking of this project, but if we are to do this, let’s do a program which will permit Anglophones outside of Quebec to come and discover how the francophone population lives, and better understand our culture; this would also permit Quebec youth to visit the rest of Canada and participate in a different culture.” Bob told Marcel that this was exactly what he and the Board of Directors were aiming for. From this, the pilot-project was born, based on the fact that even though Canadians have different opinions and views on politics, religion, or economy, we all share he same love for our national sport: hockey.
Jean Beliveau was informed of the expansion of the H.C.P. and although he was unable to act as the official host or be as actively involved as he was with the H.C.P., he accepted the position of Honorary President. He continued to support the program, as he was a firm believer in the benefits that this project would bring, in opening the communication between young Anglophones and Francophones, and permit them to visit each others communities, inside and outside of Quebec.
Brian O’Neill, one of the H.C.P.’s administrators since its beginning and who sincerely believes in the cultural benefits and values that our youth received through the Hockey Cultural Program, accepted to act as co-president with Jean Beliveau. Bob Beale and his staff of volunteers began work and were able to raise enough funds through the Danny Gallivan Memorial Golf Tournament to start the pilot-project. Gallivan was named as Governor for the Hockey Friendship Program. Over the years he spent as Hockey Night in Canada announcer at the Montreal Forum, he had noticed to what extent the H.C.P. had helped develop and nurture friendship amongst the youth. Therefore, he did not hesitate to offer his unconditional support. As he stated in a letter he wrote to Bob Beale prior to his death: “Bob, I am unable to attend the board meeting as I will be out of town. Thank-you for the honor you have bestowed upon me in naming me Governor of the board for this program, which is not only unique but necessary to our future. Your hard work and dedication is overwhelming and indescribable. Congratulations!” In addition to Danny Gallivan, several other hockey personalities and older players from the N.H.L. have accepted the role of Governor over the years.
*1993-1994*
The money raised from Danny's Memorial Golf Tournament went to defray the cost of the first pilot-project. This project brought teams from P.E.I., Toronto, Ottawa, Quebec City and Montreal together. The results were overwhelming, as witnessed on TSN, RDS and Dick Irvin's Hockey Magazine.
The Board of Directors, encouraged by the successful results of the pilot- project, gave the green light for the HCP staff to organize and establish a permanent Program. They could now raise money for the necessary operating costs and expansion as well as acquire moral support for the HCP from the main hockey bodies.
*1994-1995*
Letters were sent to the NHLPA requesting their support for the Program. The association gave their approval and cooperation and authorized the NHL players to be of service to the Program.
*1995 – 1996*
Bob Beale, Joe Mell, (Chairman of the new board of directors), Mike Quinn, (a member of the board) and Gerry Patterson, (a volunteer marketing consultant), met with the Federal Government's department of Canadian Heritage requesting a grant in the amount of $100,000. The negotiations concluded with a first time grant of $10,000. Beale, Mell and Quinn then met with Pharmaprix and Chrysler Canada which resulted in a donation of $10,000 from each company. Beale and Mell also met with a Foundation that was very impressed with the HCP's success and modus operandi and, therefore, donated $90,000 to successfully launch the Program on a national scale.
Brian O'Neill, Bob Beale, Joe Mell, Marcel Bonin and Michel Pelletier of the RCMP Drug Awareness Program (also a director of the HCP) met with Murray Costello, President and CEO of the CHA as well as other members of their board of directors. They gave full endorsement for their minor hockey teams across Canada to participate in the HCP. They also agreed that any of their minor teams across Canada wishing to participate in a "SPREAD YOUR ROOTS - PLANT A TREE" campaign could do so, with their approval. These minor teams would also compete to win the TREE CANADA-CUP for having the most trees planted by a team.
On August 8th 1997, the CSFEP staff and directors were invited to attend a meeting in Ottawa with the CEOs of the CHA branches across Canada. They then confirmed their full cooperation and requested that information sheets, describing the HCP and the TREE CANADA-CUP contest, be made-up. They would send them out to over 23,000 minor hockey coaches.
*1997*
The tree planting project immerged from the fact that over one million trees are cut down each year to make five million hockey sticks (according to Statistics Canada). The aim was to acquire the support and cooperation of all Canadian based NHL teams and they responded favourably in support of our Program.
We are confident that the people in our country and our corporate world will also take the opportunity to express their support for our HCP, by contributing to its ongoing success in recognition of "Le Gros Bill's" initiative. This would assure that his and all our wishes of lasting friendship and "Bonne Entente" between our Francophone and Anglophone youth in Quebec and across the rest of Canada, will be realized and flourish for many more years to come.
