Andy Dolich, director of marketing for the Washington Capitals for 2 1/2 years, resigned yesterday, citing what he called a difference in philosophy with owner Abe Pollin.
Pollin called Dolich very capable but said there was "a problem of chemistry between us. We just didn't click."
Pollin asked Dolich to stay for the rest of the season, but Dolich declined. He will remain during whatever transitional period is required.
"The timing may look bad with the season just starting," Dolich said, "but I think it's good. He needs someone to handle things the way he wants them. It's not fair for me to work for him when I'm not 100 percent behind his policies."
The Capitals as a competitive entity have generally been scorned by their National Hockey League foes, who often complain about empty seats on Washington's visits. The marketing venture, however, has drawn raves and several teams have copied such innovations as "the year of the uniform."
"I've believed in getting individuals involved in Caps hockey, which takes time," Dolich said. "His philosophy is to get thousands into it at one time.
"He believes the team is good enough that people would pay a fair price. I didn't feel we were there and shouldn't get away from the promotions, the special nights with discount tickets.
"I thought the 10 percent up front on season ticket sales was more effective than his 20 percent rebate at the end. I felt it was a gimmick.
"He's spent a lot of money and he wanted ways to recoup quickly. Our timetables were different. There was a total difference of operating styles."
Pollin said, "I really don't know any ways to proceed more quickly. I don't know that anything quicker than what we're doing is possible. As far as I'm concerned, this was just a difference in chemistry between two people. I was willing to give him till the end of the year to see if things worked out."
Dolich came to the Capitals in March, 1976, from the Maryland Arrows box lacrosse team. He initiated a fresh approach to selling a sport of which another Capital employe said yesterday. "The NHL and marketing are two animals that never seem to meet."
Dolich was hired by Peter O'Malley, former Capital president. When O'Malley resigned in April, to be succeeded by Pollin, O'Malley cited Dolich in the same breath as General Manager Max McNab, pointing to the solid organization the two had created.
O'Malley's departure threw Pollin and Dolich together more often, with yesterday's result.
Pollin said he intended to maintain a vigorous marketing department under a replacement to be chosen as soon as possible.