California Rubber

California’s and Nevada’s Authoritative Voice of Ice and Inline Hockey

Jr. Kings launch new Web site, fundraising program


Ever since the Los Angeles Kings assumed operations of the Los Angeles Jr. Kings over a year ago, the organization has been provided with countless resources in an effort to help push the club to new heights.

Another case in point: The recent launch of the Jr. Kings’ brand-new Web site.


Designed on the youth-hockey savvy SportsEngine platform and powered by Lucky Brand, the site,, was unveiled earlier this month with grand anticipation.

“From a communication and branding standpoint, this is a huge step forward for our program,” said Jr. Kings general manager of hockey operations Nick Vachon. “We put a lot of time and energy into this project, and I’m certain it’ll serve as a go-to educational and informational resource for both our current and future families as it relates to what our club has to offer, head to toe.”

Among the highlights on the new site includes a “Hockey 101” page, which addresses frequently asked questions regarding travel hockey, as well as a renewed effort to promote all club-sponsored events and fundraising programs.

The site’s look and feel was bolstered by the creative efforts of Jeff Berting. The father of Squirt BB2 goaltender Jackson Berting, Jeff’s professional photography and design work took the finished product to a new level in the youth hockey world, aesthetically.

“We’re fortunate to have Jeff offer his time and expertise to really help elevate our Web site, along with other branding initiatives, to a new level,” said Vachon. “The imagery and layout really came together thanks to his vision and passion for helping us deliver an absolutely top-notch site.”

The new site coincided with the launch of the Jr. Kings’ all-inclusive online shopping platform,

The Web site was designed for – but not limited to – Jr. Kings families, friends and supporters to seamlessly purchase everyday goods and services from dozens of brand-name retailers. At the same time, consumers receive steep discounts and valuable coupons on each purchase while most notably helping build the organization’s Financial Assistance Program.

“Since I became involved with this club six years ago, my No. 1 priority has been to make the game significantly more affordable for our families,” said Jr. Kings executive director Kelly Sorensen. “And while we’ve had plenty of success in that regard through our annual and valued fundraising initiatives, I’m convinced the platform will be a game-changer.

“So many of us are shopping online regularly these days, and to have the opportunity to give our Financial Assistance Program a huge shot in the arm through this e-commerce vehicle – along with providing savings and incentives to those who participate – is exciting to say the least.”, which can be accessed through any computer or mobile device, features dozens of household-name merchants, including Staples, eBay, Groupon, Macy’s, Skechers, Nike, Priceline,, all leading rental car companies and countless more. was architected by Exponential, Inc., a United States subsidiary of London-based M6, Ltd. Its technology automatically tracks all purchases and discount, coupon and cash-back allocations, leaving consumers only having to shop or click directly on special offers received via e-mail at no cost.

“In addition to adding plenty of muscle to our Financial Assistance Program, the ancillary benefits provided are unmatched,” added Sorensen. “Collectively, I’m certain we can make a huge impact as it relates to assisting our families, financially, by embracing this Web site to its fullest.”

And while both sites will inevitably evolve, the club is nothing but excited to bring a fresh look to the Jr. Kings on the World Wide Web.

“All of the early feedback has been over-the-top positive,” said Vachon. “All of our online and digital resources continue to evolve, and that’s going to bode well for not only our program, but more importantly the families who are invested in our club right now and who will be in the coming years.”

— Brian McDonough

(Nov. 22, 2017)

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