Ballard's greatest influence in this period was not on the ice, but on the financial performance of Maple Leaf Gardens. Within three years under the new owners, profits at the Gardens had tripled to just under $1 million. He negotiated lucrative deals to place advertising throughout the building, and greatly increased the number of seats in the Gardens. To make room for more seats, Ballard removed a large portrait of Queen Elizabeth II from the Gardens. When asked about it, Ballard replied "She doesn't pay me, I pay her. Besides, what the hell position can a queen play?"