The NHL team moving from Arizona to Salt Lake City will be known as Utah, at least initially, until a long-term name is determined.
“We’ll start with Utah on the jersey and we’ll figure out the logo and everything else and what it is that we are,” new owner Ryan Smith told The Associated Press on Thursday. “We’re going to be Utah either way. We have the first part of the name. We don’t have the last.”
Smith Entertainment Group, which bought the franchise formerly known as the Coyotes in a deal unanimously approved Thursday by the league’s Board of Governors, has already contracted ad agency Doubleday & Cartwright for rebranding efforts. Former owner Alex Meruelo keeps the Coyotes name and has the chance to reactivate the franchise if he’s able to build an arena.
The short timeline of relocating the club could mean it has a placeholder name for the first season, like the Professional Women’s Hockey League did for year one or Washington’s NFL team had in 2020 and ’21 before becoming the Commanders.
“It’ll be Utah something, obviously,” Smith said. “It’s really important that we’re not saying, ‘Hey, this has to be ready by the fall,’ especially when it’s going to be Utah something. I think both the league feels better and we feel better to just run the process and then we’ll drop it when we drop it.”
While working on that process, Smith’s first priority is physically moving players and staff to Utah and getting them set up in the state.
“There’s a good roster and a lot of young talent and we’ve got to onboard those people into Smith Entertainment Group and show them what that means and what that’s like,” Smith said. “I think that’s a good opportunity for us and introduce them to the state of Utah and also bring the community together to receive them.”
Then it’ll be “full speed ahead” with the infrastructure, including potential renovations to Delta Center, home of the NBA’s Utah Jazz also owned by SEG, which has 12,000 unobstructed view seats for hockey. The plan is to expand that number to roughly 17,500.
“We want to actually use our arena and really spend time creating the best dual-sport arena that exists out there because we want to keep people as close as we possibly can or as vertical as we possibly can to watch both games,” Smith said. “It’s super fun and challenging, but we’re going to do it.”
It’s also a challenge to make Utah a hockey market, though 17 sheets of ice already in place and a youth hockey program give ownership a head start. Smith plans to build more rinks to make it easier for people of all ages to play the sport.
Former NHL player Ken Sabourin, who played in the minors for the Salt Lake Golden Eagles of the International Hockey League from 1987-91 and then again in ’92-93, raves about the city but thinks success will be determined by how the team plays.
“If they put a winning product out there, it’s going to help, obviously, and maybe (Smith’s group is) dedicated to do that,” Sabourin said Thursday. “It’s a good hockey market, it’s a good sports market — there’s no doubt about it. I think they have the fans. It’s whether they’ll come out or not. They’ll watch it for sure. It’ll be not a problem on TV. The first year in the building I’m sure it won’t be an issue no matter how good they are.”
Smith, who can skate a little and played mostly roller hockey, isn’t worried about that. He points to the sold-out NCAA Tournament men’s basketball games at Delta Center as evidence that fans will fill the building to watch NHL hockey.
“The one thing I do know about Utah is people show up,” he said. “It’s just different here. We’ve got 291 straight sellout games at the Delta Center (for the Jazz). I think every concert that’s come to town has sold out. It’s just what we do. We show up, and I have a lot of faith in the people in Utah.”
That faith was rewarded right away, as Smith said the organization had received 11,000 season-ticket deposits in the first four-plus hours after the sale was announced.
Implications and Future Trends:
The announcement of the NHL team’s move from Arizona to Salt Lake City and its new name, Utah, has generated significant buzz in the hockey community. This relocation not only marks the expansion of hockey into a new market but also presents exciting opportunities for the sport’s growth and development.
One key implication of this move is the potential for Utah to become a thriving hockey market. With 17 existing ice sheets and a youth hockey program already in place, the foundation for a vibrant hockey community is already established. However, success in this new market ultimately hinges on the performance and competitiveness of the team itself.
Former NHL player Ken Sabourin, who has firsthand experience playing in Salt Lake City, believes that the team’s success will greatly influence its reception by fans. A winning product on the ice could undoubtedly bolster the team’s popularity and drive attendance at games. Additionally, building a strong connection with the local community, as owner Ryan Smith intends to do, will be crucial in cultivating loyal supporters.
Another interesting trend to watch is the renovation of Delta Center, which will serve as the team’s home arena. By expanding the seating capacity to accommodate around 17,500 spectators, Smith aims to create a unique dual-sport arena that provides an exceptional viewing experience for both hockey and basketball fans. This innovative approach highlights the potential for sports venues to cater to multiple sports and attract a diverse range of attendees.
Furthermore, the strong track record of fan support in Utah, as evidenced by the consecutive sellout streak of 291 games for the Utah Jazz, instills confidence in the success of NHL hockey in the state. The enthusiastic response of fans, with 11,000 season-ticket deposits secured within hours of the team’s announcement, demonstrates the existing appetite for professional sports in Utah.
Looking ahead, these trends suggest a promising future for the NHL in Utah. The combination of a passionate fan base, strategic efforts to establish a strong team and community presence, and the development of state-of-the-art sporting facilities point towards a thriving sports landscape. It will be intriguing to witness the growth and development of the Utah hockey market and the impact this new team will have on the local community.
In conclusion, the NHL team’s rebranding and move to Salt Lake City as the Utah franchise not only signifies a new era for hockey in the state but also presents a host of exciting possibilities. By focusing on factors like onboarding players and staff, renovating the arena, and fostering strong community engagement, the ownership group aims to carve out a successful and enduring presence in Utah. Given the state’s history of enthusiastic fan support and the initial overwhelming response to the team’s announcement, the future looks bright for NHL hockey in Utah.