This post has been updated with comment from the St. Louis Blues organization.

The NHL’s Hockey is for Everyone initiative is a league-wide program meant to help address the serious issues around the sport’s lack of diversity and inclusion. Over the past few years the initiative has gone from a month long program to a year-round way of thinking. It’s been stressed by the league as a major part of the NHL’s plans for growth.

The NHL and its clubs, have often used the Hockey is for Everyone tagline as a shorthand for all that they hope the sport actually stands for. As of now, it feels more aspirational than factual, but making the largely male and largely white space welcoming for other fans won’t be achieved overnight. With that in mind, every NHL team usually has a Hockey is for Everyone theme night. It sets a low bar for teams but it’s still something that some clubs, like the St. Louis Blues, have trouble clearing.

As first reported by Russian Machine, this year the Blues actually won’t even be in the building for their Hockey is for Everyone night. Instead, it will take place at Enterprise Arena while the Blues are playing the Washington Capitals in D.C. Billed as a “Hockey is for Everyone Celebration and Watch Party” the event will cost $10, with proceeds benefiting “participating organizations.” Usually, proceeds from HIFE nights have gone towards organizations that align with the initiative’s goals of supporting diversity and inclusion. It’s not clear where the funds generated from this event will be going. Also, as first reported by St. Louis Game Time, the Blues also chose to not host a Pride Night for the 2019-2020 season.

The St. Louis Blues have not responded to multiple attempts for comment about the cancelation of Pride Night and the HIFE watch party.

The Blues have 40 homes games this season, leaving ample opportunity for a Hockey is for Everyone event while their players and coaches are actually in the building. Here’s a list of all the theme nights the team did find space for during home games.

Nov. 1 vs. Columbus – Hockey Fights Cancer

Nov. 16 vs. Anaheim – Ladies Night Out

Nov. 21 vs. Calgary – Teacher Appreciation Night

Dec. 12 vs. Vegas – Barkin’ for the Blues

Dec. 18 vs. Edmonton – Love Your Melon

Jan. 9 vs. Buffalo – Star Wars Night

Feb. 4 vs. Carolina – Soccer Night

Feb. 18 vs. New Jersey – Rizzuto Night

Feb. 27 vs. NY Islanders – ’90s Night

Mar. 10 vs. Florida – Pink at the Rink

Mar. 15 vs. Ottawa – First Responders

Mar. 31 vs. Detroit – Cardinals Night

As ESPN’s Greg Wyshynski noted on Twitter, the Blues also found space for three nights dedicated to scouting.

OK, just so I'm clear: The Blues couldn't find time for a Hockey Is For Everyone home game but had THREE DIFFERENT SCOUT NIGHTS? https://t.co/49lN8mZ46b — Greg Wyshynski (@wyshynski) March 3, 2020

I have no idea what the Blues are thinking with their approach to Hockey is for Everyone, but the effort required to integrate messaging about diversity and inclusion seems, if not minimal, then certainly of equal effort in regards to everything else the team has time to shepherd through.

Hosting a watch party during an away game doesn’t even come close to aligning with the spirit of the event. The Blues have also remained frustratingly tightlipped about the event, offering no explanation as to why they chose to promote one of the league’s core initiatives during an away game.

Often times, Hockey is for Everyone messaging feels like a performative action. The Blues “celebration and watch party” has turned it into a down right farce.

Update: The St. Louis Blues’ Mike Caruso, Vice President of Media & Brand Communications, replied to FTW’s request for comment via email. He was not reachable by phone. His answers are below, unedited.

On why the Hockey is for Everyone event is talking place as a watch party and not during a home game:

Due to unprecedented ticket demand and sales following last season’s success, we weren’t able to execute as many ticket promotions as we have in the past. However, instead of foregoing Hockey Is For Everyone completely, we wanted brainstorm ways to continue its application. That is where the idea of a watch party came in. This allows us to open the entire building – over 18,000 seats – for the event, instead of having just a couple hundred available for a home game. In addition, it afforded us the opportunity to introduce a charitable element where groups can sell tickets as a fundraiser and get $5 of each sale donated back to their organization. We also have the flexibility to completely tailor our game presentation and in-game activations to the HIFE initiative – something we couldn’t do at a normal home game due to pre-sold sponsorship/partner elements. Our watch parties garnered national acclaim during the playoffs last season and we are hoping to duplicate that atmosphere with this year’s HIFE event.

On the Blues’ decision to forgo a Pride Night for the 2019-2020 season:

A couple of years ago we rolled PRIDE under the Hockey Is For Everyone umbrella. The idea was to be as inclusive as possible. A night or event to recognize all walks of life no matter the sex, race, religion, sexual orientation or physical or mental handicap.

The press release for the watch party states that proceeds from the HIFE event will benefit participating organizations. Would you be able to name a few of the organizations that will be receiving funds?