The new hockey team sparks excitement, indicating potential for long-term success in a competitive market.

The Utah Hockey Club’s debut in Salt Lake City has been met with an overwhelmingly positive response, signalling strong potential for its place in the city’s competitive sports landscape. Formerly known as the Arizona Coyotes, the team has captured the attention of locals, securing over 34,000 season-ticket deposits in just 48 hours. Remarkably, only 8% of these deposits came from existing Utah Jazz season-ticket holders, a promising sign of fresh interest in hockey.

Chris Barney, President of Revenue and Commercial Strategy for Smith Entertainment Group, which owns both the Utah Jazz and the Hockey Club, highlighted the enthusiasm for the team. “The demand from the community was immediately clear,” he said, noting that 63% of those who made deposits hadn’t attended a live sports event in over a year. This opens up new possibilities for attracting a wider audience and cultivating long-term fandom.

While the Jazz have built a legacy of fans through youth programmes such as Junior Jazz, the Hockey Club plans to support existing hockey initiatives like the Utah Outliers junior team, which has seen success in recent years. Outliers General Manager Paul Taylor hopes the NHL’s presence will inspire a new generation of players, saying, “The best players in the world coming into your backyard just builds dreams.”

In addition to fostering young talent, the team faces the challenge of educating a city with limited exposure to hockey. Some potential fans may be unfamiliar with the sport’s rules, but the team is prepared to balance teaching the game with engaging seasoned hockey fans. “It’s about striking that balance,” said Travis Henderson, Senior Vice President for Broadcasting for the Utah Hockey Club and Jazz.

The team’s games will be televised and available through various streaming services, offering fans behind-the-scenes content and access to exclusive coverage. This comprehensive approach is part of the effort to integrate the Hockey Club into Salt Lake City’s thriving sports culture.

While the city already hosts several successful sports teams, including BYU and the University of Utah in college football and Real Salt Lake in Major League Soccer, the early success of the Hockey Club indicates that Salt Lake City may have room for more professional teams. Local sports talk radio host Patrick Kinahan noted, “This town is ready to explode as a big-time sports city, and hockey takes them one step closer.”

Though the Utah Hockey Club is still in its early stages, with a young roster and a rebuilding phase, excitement remains high. General Manager Bill Armstrong is cautious in predicting immediate playoff contention, preferring to focus on steady growth and development. “Some nights, we’ll look like world beaters, and other nights, we won’t,” Armstrong said.

The Hockey Club’s success will also depend on its ability to maintain momentum amidst strong competition for fans’ attention. While the city’s sports market is diverse, the team’s early reception suggests that it is poised to become a staple of Salt Lake City’s sports scene. As Barney reflected, “Hot dogs are warmer and drinks are colder when we win,” indicating the significant impact a winning culture will have on fan engagement.